A lot of time and energy is spent luring journalists to the story and sustaining the courtship. (Photo spotted at Birdsasart.)
Finding the message. Tricking out the release. Crafting the pitch. Getting attention. Constructing a provocative newsroom. Exploiting the sexiest medium.
Aside from journalists, bloggers, investors, members and prospects are also benefiting from this ceremony. You should do whatever you can to keep them coming back for more. Brilliant content powered by social media tools can add a lot of charm (although a lot of corporations are still making limited use of new media in communications).
This includes adding the ability to comment on news items and multimedia assets. As reported by eMarketer earlier this week, “US Internet users clamor to express their opinion online, judging by a Forrester Research study conducted in the third quarter of 2007. More respondents said they wanted Web sites to offer ‘user ratings and reviews’ than any other site content or functionality.†(See chart.)
How do journalists display their own allure?
With last-minute phone calls, of course. If you’re not devoted to press inquiries, this can derail you every time. It might not feel like a mutually fulfilling relationship. (Thanks to Larissa for the excellent video.)
But there is another way. Presenting: a quasi-social network for reporters seeking input. If I Can Help A Reporter Out (www.helpareporter.com) is a potential Craiglist for the media industry. Two or three times a day, publicist Peter Shankman sends out a digest of press inquiries to registered users, who can then make a judgment call on whether or not a response is warranted. PR Week has the details.
- It’s free
- It’s got a renegade feel (started as a Facebook group)
- “It now has about 5,000 members that get a three-times daily e-mail containing two to 10 reporter queries.â€
Denise Wakeman at Biz Tips Blog thinks HARO is a goldmine: “I read Help a Report Out emails as soon as they hit my email box because media inquiries usually require a quick response.â€
Sounds like people are tired of being told what their interests are. I love ratings and reviews because they are a relatively easy way to participate. Maybe that’s playing into the preference.
The dance associations do with their members is similar to the dance PR pros do with the press. We’re still fighting a general fear of negative feedback, but what better way to get members engaged, spark debate and show that you’re listening? I know–you all have been there, had that debate.
Lindy – you speak the truth. I definitely see the similarities in the relationships, albeit the media’s role in gaining widespread visibility requires a different kind of pandering than what is required with members (well, they have different goals anyhow).
I have a nonprofit association background (NCNA and PANO) so your point hits close to home. It’s been great watching association leaders step up to the helm in the digital space – ASAE’s Acronym blog, yours, and others – that is one of the best first steps you can take to figure out the right way to engage members.
I’m curious: do you think association members are participating in blog conversations or just observing?