Attract Media to Your Site
Attract Media to Your Website
with an Online 24/7 Pressroom
Add An Interactive 24/7 Pressroom on Your Website and Receive $1,000’s
of Dollars of FREE Publicity for Your Brand, School, Product, Service,
Organization or Idea!
by Andrew S. Linick, Ph.D.
A Pressroom is a section of your website set aside for media-related or media-oriented information that helps flesh out your school’s, company’s, association’s identity. It can consist of information for the press, compiled media mentions, and links to press coverage.
If you have achieved press coverage, collecting references to it in one place impresses potential customers, investors, and subsequent visitors, journalists, bloggers, freelance writers and editors who represent other media outlets.
Remember that most people perceive the press as an independent voice. Media coverage implies endorsement of the businesses/orgs covered and makes the media coverage count as more compelling than the company’s/associations own words in its marketing or pubic relations copy. Even so, the contents of your self-generated press releases often tell a story about what you’re up to and these releases have value when featured and archived at your site in an interactive pressroom.
Because most media reports, whether written or spoken, are covered by copyright, you need permission from the copyright holder—newspaper, website, or author—to post the whole article or news clip at your site. In most cases, links to the articles are perfectly acceptable, as is providing the headline, source, date, the first few sentences, and a link back to the original version. Check with your attorney, of course, about how to handle a specific situation.
Also, there are sites that can help keep you on the right side of the law, when you are uncertain about whether or not something is protected by copyright, or when you need guidance on how to ask permission to quote from or reuse material. Here are a few:
The Copyright Website
MIT’s Copyright FAQs
U.S. Copyright Office FAQ
Here are eight creative and productive ways to use your 24/7 pressroom.
1. List school/company experts at your site and invite the media to call on them for commentary, background and story ideas. List under each expert the topics they are most qualified to talk about.
2. Post story ideas about your school/company/association/non-profit entity and all newsworthy events tying into local community activities.
3. Provide a school/company history, fact sheet, frequently asked questions, and anything that’s available in your printed/ e-media kit.
4. Offer high-resolution digital photos of yourself, other key teachers/staff, executives, and your products/services/charitable functions you attended.
5. Post white papers, research, newsworthy data and articles, and let the media know which ones are available for reprint in their own publications.
6. Invite media visitors to let you e-mail them when you have new content at your site that might interest them (create an action form to capture media names/station/source) and ask a few questions to provide key info in a timely manner.
7. Archive CEO/guest speakers/expert’s speeches, seminars, webinars, demos, shows, interviews and industry statistics at your site.
8. Create a form to make it possible for media visitors to request that you send a press kit via snail-mail. Some reporters/editors/columnists still prefer to get material the old-fashioned way.
What to add, ask yourself and ACT on.
• Is complete contact information available to visitors to your site? Visitors should be able to find this on any part of your site, not just the home page.
• People visiting your site want to know about your company/association or personal background. This information should be presented in an engaging and reader-friendly style.
• Be sure to add a list of key clients/experts/members/BOD of association. It should not be overly long.
• Add an online portfolio of sample press releases and where they have appeared to bolster your credibility.
• In your pressroom, a special area for visiting reporters/editors and journalists that meets their special needs. Pixels of each digital advertorial should be clear.
By having set columns (one, two or three controlled media features) for print and broadcast in your 24/7 newsroom, you/your school/product/org can get picked up by bloggers, journalists and media experts looking to interview health, wellness, fitness/martial arts experts. Plus, when they have a need to fill space on a tight deadline, the editors can take want they want from your 24/7 pressroom and use it without having to ask you for permission.
You or your PR Agency/Publicist ([email protected], our in-house pr agency for the martial arts industry) can send out several versions of a pr release about your great stories/dojo/event/seminar/HOF/tournament news and get huge pickup inviting the press to take a look and use what ever they want for their viewers, listeners and readers since you are open 24/7.
Top 10 Savvy Additions
With the essentials in place, consider these helpful additional sources.
Vivid Attention-Getting Photographs
You see the stories every day: A feature story with a photo, a graph, or an illustration to support the written piece.
Newspapers and online outlets occasionally request images for their stories and said that access to photos was important.
Keep a bank of high-resolution photos of staff, events, logos and other relevant images, and you could help journalists illustrate your story even better.
• To further help journalists—and your desired messaging—post suggested captions for each picture.
• Make sure there is an easy and intuitive way to search or preview available photos
Compelling Video and Audio Files
A major factor in broadcast coverage is whether your story lends itself to TV or radio formats. No visuals or audio potential, no story. Provide links to video or audio footage, such as TV broadcast stories, recorded speeches and conferences, PSAs or ads, and b-roll (a reel of visuals TV outlets can use for background footage).
• List each file’s format type (e.g., wmv, mov), size (e.g., “2MB”) and download time so reporters know what to anticipate.
Journalists don’t just want facts and figures. They need to know what different perspectives exist. Link to your op-eds, articles, statements or speeches
If your organization conducts or commissions original research, archive them in an accessible format, with a one-line description of the content, and, ideally, a separate download for the executive summary.
Web logs or “blogs” are increasingly sources for reporters looking for news tips and trends. If you have one, promote it. Or link to other like-minded issue blogs.
A calendar of your events—as well as those of your allies—shows momentum on an issue, and it may encourage media to attend. But most journalists will be too busy and will instead look for updates online. After events, post summaries, speeches or compelling photos. When possible, provide a search module of events by geography, date and type of event.
Feature a teaser for your latest newsletter on your homepage, and provide a link to archived newsletters or action alerts. Newsletter pages should include a sign-up option for visitors— including journalists.
Link to your allies’ Web sites and ask them to do the same. This will help you gain exposure and improve search engine results.
Add Real Testimonials
There is something about a quote that always gets attention. Impress visitors with testimonials from association members, teachers, students, clients, peer groups or elected officials. And include case studies about your successes.
Accolades, Awards and Honors
Toot your horn if you, your school, organization or staff has been recognized for their positive contributions or milestones.
Remember: An engaging press release with an interesting ‘hook’ or angle is an excellent way to gain exposure for your product or service, school, org. and can lead to media interviews with appearances on television and radio stations, and in newspapers or magazines. The objective of your release is to capture the attention of your audience, whether this is your hometown, state, province, country or international market, and educate them about your product or service.
We cannot stress enough the importance of a well-written press release. We constantly come across inaccurate, poorly written or unedited press releases that simply will not be read. They become a waste of time to journalists who are already bogged down with information overload.
And some releases are just not publishable. So, always write a strong, well-written press release and edit before submitting it.
Help is just a phone call away.
When you need free publicity in traditional and social media to establish your credibility, enhance your reputation, position yourself as an expert, sell more products/services and promote a favorite cause or issue without hiring an expensive Madison Ave PR firm, you call the Direct Response Public Relations™ (DRPR™) Experts at Blitz Media. Want to double traffic to your website?
Get sellout crowds to attend your events? Generate huge attendance at your schools, courses, seminars, webinars, camps and hall of fames? We are direct response publicity experts specializing in the martial arts industry and we work with hundreds of small to medium size business owners, MA/MMA schools/teachers, nonprofit executives, authors, speakers, experts, corporate PR pros, publicists and Internet marketers who need online visibility, branding, print and broadcast publicity.
Whether you need to launch an ebook/book, movie, promote an event, write a targeted SEO press release, start your own LinkedIn group or want us to build you a measurable response 24/7 DRPR™ Pressroom — Blitz Media can help. Contact: [email protected] or call Andrew Linick – The Copyologist® at • 631.924.3888 • 631.775.6075