Jan 2 2012

Change Your Tone

Media MonitoringThe world of PR is fundamental changes in how the media attention of electronic benefits on your desktop or PDA of your choice. Perhaps the problem of ink on your fingers will be replaced by a severe case of “Blackberry thumb” – but their electronic media has never been so easy and mobile.

These changes are developing new tools for content providers and new software to better manage and analyze media. The level of automation database and real time delivery of news organization, internal stakeholders and external, it is almost inevitable. And the Holy Grail of public relations – the analysis of media and automation of the measurement – is already underway, but where the software does nothing but make way for human analysis?.

Media analysis programs can save countless hours and quantify the type of media attention on an unlimited number of ways, including through traffic, the region, the equivalence of advertisements, programs and business services and brands competition. But you really want a team of qualified, as any influence on the history of the organization? It’s a game with little growth potential.

Just say no
Automation of the tone and mood is already included in some software, but how exactly can this be? All the stories on the discs, a radically different meaning or impact on the different organizations and interest groups. Behind the headlines both winners and losers.

For example, when a negative story breaks about a strike at a bottling plant of great help to their competitors. To determine the ability of firms affected by the negative news is very limited. Sound better understand the real or actual bias of the reporter on this is impossible to automate. Today is as much about the presentation of facts, as it is a reaction or emotion that causes the reader. The media analysis solutions can definitely help decipher the facts, but the rest is left to a team of communication professionals.

Too subjective?
The argument against coverage of the media tone was often too subjective – if the message can be interpreted differently by the individual will not be distorting the results last? The truth is – but this can always be solved easily applied by introducing a standardized scoring tone in every story.

These dashboards can really vary depending on the type of analysis can be presented in the end. Many organizations are selected to classify stories as shown positive, neutral or negative.

With these three words is the only country where subjectivity may arise from problems with the team to exchange ideas and training, as clay can be applied, use a quick fix CBS Scorecard:

The critical use (instead of negative.)
The balanced use (instead of neutral)
Support the use (more positive)

After reading an article, it is much easier to answer the question: “What makes this story critical, balanced and with the support of our organization?” Instead, “history is negative, neutral or positive?”

When it comes to sound, which is not always black and white, but I prefer the gray areas in communication with a trained professional rather than the speculation of a software application.

When it comes to sound, which is not always black and white, but I prefer the gray areas in communication with a trained professional rather than the speculation of a software application.

About the arrangement of the objects of the pitches on CBS Scorecard, other meanings and metrics are used together to create stronger and analysis. The scorecard below, using a scoring range – 5 to + 5 to provide a more detailed analysis.

Assessment Criteria
5 + support include four of the following: information, news, interviews, photos, Call to Action
4 + support Name three of the following: information, news, interviews, photos, Call to Action
+ Support 3 Name two of the following: information, news, interviews, photos, Call to Action
Support for 2 + entry of the following: information, news, interviews, photos, Call to Action
The support of a
0 balanced
Critics -1
-2 + Critical to mention one of the following: Executive mention negative, positive, deadline, direct to consumer complaints; Current Issue
-3 + Critical mention two of the following: Executive mention negative, positive, deadline, direct to consumer complaints; Current Issue
-4 + Critical List three of the following: Executive mention negative, positive, deadline, direct to consumer complaints; Current Issue
-5 + Critical Mention four of the following: Executive mention negative, positive, deadline, direct to consumer complaints; Current Issue

After each story is weak, the rest of the analysis of automated software solutions. The clay can be used independently to measure the success of the campaign by CBS determined the percentage of history, but the sound can also be used along with the rest of the analysis of media bias or potential bottlenecks, depending on the region to identify or disclosure. The media are always looking at your organization … Why not respond?

New media technologies for monitoring and analysis are certainly changing the face of the relationships of media activities and provide a huge return on investment, but the impact of a story about your organization must remain for now in the hands man to be determined.

By editor • Public Relation • 0 • Tags: , , ,

Jan 1 2012

Build a Better Online Press Kit

Media RelationsRecent research of journalists and reporters suggest that the use of the most preferred online media room / press kits against the former media kits of paper. Why? The Internet is open 24 hours a day, seven days a week. A reporter busy and waiting period can cross the online press kit to the next without the need for a package of one night or fax registration.

Many companies and advertisers, new technologies and media relations on a crazed, online press kits to develop their own or their clients. How to navigate a website, a kit of parts specific online press, a number of features more prominently than others, and with ease. Here are some do’s and don’ts “to consider before you dive in and with the creation of an online press kit.

Online Press Kits:

Easy to find, when combined with a large Web site. For example, if ABC bottled water a public website or consumer has a separate media room on the main page of the site may be linked. This link should be clearly displayed – either in the menu on the page or the page. Journalists do not have time to look. Even if the press is a “main” page, press room, the proportion of the headquarters of the associated “look and feel”, so that journalists have no connection with a series of unrelated pages redirected will feel.

Enter materials commonly used by the media. A press kit for general information usually contains a background report, FAQ, and profiles of key people / spokesperson. This is what a journalist to check to see if she wants to visit his online press room. The purpose of providing these documents is a common practice to minimize any additional work that has to do a journalist to get what you need / her. Other important points to take your high resolution photos, digital images, digital high-resolution graphics of the logo, and of course the press releases. A good online media room is a library, where all kinds of files downloaded, stored and distributed, including press kit materials generally good.

It has already received attention from the media. If a company, organization or person for the media (preferably positive) is covered, which helps to “legitimize” it. Beware of copyright when forwarding items, however. If you or your organization has appeared in the media, using everything from video and audio clips, and links to media websites in your online media room “in the news” page. Contact the media site for reprint permission.

Media Contact surprising. If the person who handles media relations is not an employee of the company / organization is confident that the contact information in the media reporter for the online space is the person sent. When the hand of a journalist and his / her application is lost in cyberspace, most likely not coming back.

Online Press Kits better not:

Combining information for both the public and the media. Ideally, the information to the media about the contents to the public and consumers separately. One reason for this is that it is harder for the media to know what he wants, and not someone else, because it reduces their control over the information to the media. Messaging is very important, but may vary at times, the public should always be consistent in the media – after all your messaging, which to fill them with experience.

Require a reporter to the numerous requests for additional information to make. There will always be some things you do not want to offer online on a consistent basis. This can also select specific photos or electronic books. Keep these cases to a minimum! In cases like these, it is good to say: “Please contact us for pictures of this event can be found” or “Please contact us for a sample e-book.” Some media have a very limited number of files you can upload images to a lower resolution to save space. Reporter contact you to request high resolution images is OK too. The point of an online press room for media to most of what she needs.

News update obsolete materials when necessary, and deal with a press release is available -. even if it is not distributed via cable or directly to journalists. For timely delivery of the “news” in the press room will be obvious that the attention of the media.

Helpful hints:

Use the left – no email attachments Newsroom Media Center to allow you and your documents can be a URL of their online site to load the media, instead of an email attachment. When was the last time you opened an email from a stranger who had an attachment?

Have a blog? Link to your room online media. Blogs are a great way to promote your business, disrupt, or to talk about the industry and are often members of the media during the investigation of something to someone / used for a story. If you have one, add a link to your newsroom. If you do not have one, consider one.

Following these tips and yourself in the shoes of a journalist, you can make an online presence, which develop both informative and easy to do. Do this and you will meet the requirements of the media and the likelihood of editorial exposure.

By editor • Public Relation • 0 • Tags: , ,

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