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Public Relations - New Finding

Public Relations - New Finding. MKT 642 - 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

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Public Relations - New Finding

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  1. Public Relations - New Finding MKT 642 - November 12, 2003 Presented by: Peter Atmali Michael Miyagishima

  2. 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)

  3. Public Relations Functions • Press relations • Product publicity - sponsoring efforts • Corporate communication • Lobbying • Counseling

  4. 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

  5. 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

  6. 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

  7. 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!

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

  9. 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

  10. www.yahoo.com - 18 sec

  11. www.lycos.com - 16 sec

  12. www.google.com - 3 sec

  13. 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 Easy to Use - Simplify!

  14. 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

  15. 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

  16. 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

  17. 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

  18. 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

  19. Interactivity • Mailing address, phone numbers, e-mail • Visitor comments box • News / chat forums • How long before you respond? • Offer breaking information via e-mail listserv

  20. 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

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