Media Relations: Online/Traditional

What is it?
When do I use it?

What is it?

Online public relations extends traditional public relations. Media relations is probably the most familiar activity to traditional public relations professionals. One difference that you need to know are the media themselves. You might not approach the same reporters online. Some traditional media with online outlets use different reporters and editors for online activities rather than repackaging news. Online media relations services:

Green_Ball4100.gif (257 bytes) Identify online/traditional media focusing on client’s industry, product or service

Green_Ball4100.gif (257 bytes) Develop contacts at online/traditional media

Green_Ball4100.gif (257 bytes) Suggest stories about client to online/traditional media

Green_Ball4100.gif (257 bytes) Follow story trends and pitch stories that feature the client

Green_Ball4100.gif (257 bytes) Distribute and follow-up press releases online/traditionally

Green_Ball4100.gif (257 bytes) Collect client news from online and traditional sources and report to client.

Green_Ball4100.gif (257 bytes) Develop an online news bureau.

When do I use it?

It depends on your industry.  Most industries use online media relations as a normal component of publicity. Some industries are not well-covered online, and traditional vertical media have not penetrated the online world.

Depending on your industry, you should survey potential online news sources weekly, monthly or quarterly. Do not forget that online bulletin boards, particularly in health and medical, are sources for reporters' stories, so even though a particular publication might not be online, an online newsgroup might still serve as a way to disseminate ideas and story lines.

To get started in online media relations, see Online Marketing/PR research resources.

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