Public Relations - New Finding MKT November 12, 2003 Presented by: Peter Atmali Michael Miyagishima

Article to be Discussed Title: Maximizing Media Relations: a web site checklist Author: Michael L. Kent and Maureen Taylor Source: Public Relations Quarterly Spring 2003 v48 i1 p14(5)

Public Relations Functions ► Press relations ► Product publicity - sponsoring efforts ► Corporate communication ► Lobbying ► Counseling

Public Relations - Major Tools ► Events - news conferences, seminars ► News - press releases ► Speeches - fielding questions to the media ► Public-Service Activities - donations ► Identity Media - visual identity that can be recognized immediately (logos, uniforms) ► Publications - annual reports, brochures, newsletters, magazines, web sites

Public Relations - Web Sites ► Usage by journalists  Gathering information for news stories  Confirming rumors  To write features ► Purpose  Evaluate the strengths and weaknesses of web sites as a media relations tool  Evaluate the effectiveness of web sites for meeting media needs

Web Site Checklist ► Determine how long it takes the page to load when you are visiting the site “for the first time” ► Place a check in each of the check boxes if the item is  present on the home page  within one “obvious” click

Scoring ► 0-10: poor media site ► 11-15: a good start on media relations but a long way to go ► 16-25: a useful site for meeting the needs of the media ► 26-30: great job!

Maximizing Media Relations on the Web ► Attracting media ► Easy to use ► Relevance to the media ► Value added design ► Interactivity

Attracting Media ► Posting your organization’s web address (news release, letterhead, brochure, etc.) ► Loading speed (lean and easy to navigate) ► Easy access to important information  contact  how to order  how to invest  news

sec

sec

- 3 sec

Easy to Use - Simplify! ► Fast loading ► Clear table of contents ► Media links ► Easy to find  FAQs  Company information  Contact  Search box  Site maps ► Multiple frames ► Flashing advertisements ► Special effects ► Multiple screens worth of information ► Too much information on the home page

Media Relevance ► Public relations must control media relations center of website ► Web is first place reporters go for information, after official spokespeople ► Professionals don’t want to waste time with irrelevant information ► Organizations retain control over how issues discussed by media

Media Relevance ► Contact info, bios of key organizational members ► Fact sheets, position papers, news releases ► Annual reports ► History of organization ► Downloadable graphics and speeches ► E-media kits ► Searchable archive ► Links to stories on organization

Value Added Design ► Web one of greatest tools available to PR  Complete control over messages ► Organizations want media to come away with information and positive impression  Make visitors want to come back ► Keep consistent look and navigation of website

Value Added Design ► “Bookmark now” and invitation to return ► Calendar of events ► FAQ’s or Q&A’s ► Downloadable / requestable information ► Product, stock, donation, volunteer information

Interactivity ► Acknowledging inherent value of media visitors ► Making a commitment to publics and what they have to say ► Journalists contact organizations  Questions about product/service  Request media kit  Inquire about timely issues

Interactivity ► Mailing address, phone numbers, ► Visitor comments box ► News / chat forums ► How long before you respond? ► Offer breaking information via listserv

Conclusion ► Journalists see the Internet as a valuable source of information ► Organizations should have roles in fostering with web community and media ► Checklist can help both design and content features of organization websites