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[Fresh Marketing] Boost Business with an Online Newsroom
Sent Thursday, August 27, 2009
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Fresh Marketing E-newsletter August 2009 - Volume 1, Issue 7 ISSN 1920-5244 -------------------------------------------------------------------- In This Issue: Boost Your Business with an Online Newsroom - Even if You Don't Have Any "Real" News -------------------------------------------------------------------- Dear , A friend and I recently attended a networking event that did not live up to its hype. We decided to salvage the evening by seeing Julie & Julia (a fantastic and inspiring film). If you are unfamiliar with the movie, it's based on the true story of a woman from New York who decided to make all 524 recipes in Julia Child's Mastering the Art of French Cooking and blog about it. I don't think I'm giving anything away if I tell you that her blog generated tons of media interest - leading to a book deal and the movie. For this issue of Fresh Marketing, I would like to discuss how you can generate publicity through your blog or corporate website. A low-cost and high-impact way to get your important messages to the media is by developing an online newsroom. Although most companies post their news online, their websites usually don't contain all the information reporters seek today. Online newsrooms have come a long way in the past few years and are no longer just for press releases. If you don't think you have any media-worthy content, this issue will show you how to leverage your current resources to score press coverage. I hope you enjoy the article below. Sincerely, Rachel P.S. If you find the content in this e-newsletter useful, follow me on Twitter - http://www.twitter.com/CopywriterTO. I often share links to interesting marketing and PR resources. -------------------------------------------------------------------- Boost Your Business with an Online Newsroom - Even if You Don't Have Any "Real" News -------------------------------------------------------------------- Media coverage is one of the best forms of free advertising. A news story by a credible source can help you generate more sales and become recognized as a leader in your industry. Since journalists work on tight deadlines, you must make it easy for them to locate all the resources they need to develop informed and accurate pieces about your company. An online newsroom is a low-cost and effective way to share your latest news with the media. Instead of printing and mailing expensive press kits, simply direct journalists to your online newsroom to grab up-to-the-minute information. According to Ibrey Woodall, Director of Marketing Communications at TEKgroup International (http://www.tekgroup.com), "98% of journalists surveyed believe an online newsroom is important. And over 70% want social media within your online newsroom. This is great, but you should also use your newsroom to target ALL audiences - consumers, evangelists, investors, analysts, employees, and more. Just make sure to categorize your content." Your home page or primary navigation menu should contain a link to your online newsroom, allowing journalists to quickly find information. Here are 9 key items to include in your online newsroom - even if you don't think you have any "real" news. 1. Social Networking Content Edward Lallo, Partner at The News Group Net (http://www.thenewsgroup.net), says "today's new type of corporate newsroom must be a place to listen and interact with your audience, as well as use all the popular social media tools." Savvy companies incorporate social media into their PR to build relationships with customers, discuss industry trends and distribute news. Journalists also use social media sites, such as Twitter, to research stories and access breaking news. Your online newsroom should include links to all your social media profiles. You can also post your latest blog entries, tweets and YouTube videos. 2. Media Kits Post both an online and downloadable version of your media kit. Standard media kit content includes press releases, fact sheets, backgrounders, product reviews and your most frequently asked questions (FAQs). 3. Graphics Make it easy for reporters to download high-resolution logos, product images and photos of your key personnel. 4. Basic Company Information Reporters and shareholders will use your online newsroom to research your company. Include your annual report, stock information, company history and executive bios. 5. A Subscription Tool Create an RSS feed that allows journalists to sign up for automatic notification when your online newsroom is updated. A recent study by TEKgroup International (http://newsroom.tekgroup.com/article_display.cfm?article_id=3839) determined that "more than 60 percent of journalists want to subscribe to company information in online newsrooms via RSS feeds." 6. Outside News Coverage Journalists often like to review your recent news coverage. An "In the News" section can contain articles, news footage and other media coverage. 7. Educational Resources Post your latest white papers, published articles, e-newsletters and podcasts. A reporter may pick up on one of your resources, increasing its chances of going viral and generating massive interest in your company. 8. A Search Tool Allow journalists to easily search your newsroom archive. 9. Your Contact Info Many companies fail to post contact information in their online newsrooms. If a reporter needs to verify time-sensitive information, but can't get through to anyone, you may lose an opportunity for publicity. Always post the full contact information for at least one PR representative, including their direct line and e-mail address. Do you need inspiration? Check out these examples of informative and creative online newsrooms: - http://www.iscnewsroom.com - http://news.starbucks.com - http://www.stottpilates.com/media/introduction.html Start Attracting Media Attention - Today Increase your chances of receiving media coverage by making your website journalist-friendly. If you need assistance developing content for an online newsroom, let's talk. Contact me at 647-342-4921 or mailto:rachel@freshperspectivewriting.com for a complimentary consultation to discuss your PR goals. (c) 2009 Fresh Perspective Copywriting. Do you want to use this article in your e-zine or website? You can, as long as you ask permission first by e-mailing me at mailto:rachel@freshperspectivewriting.com. I'll send you a short bio to include at the end of the article. -------------------------------------------------------------------- About Rachel -------------------------------------------------------------------- Rachel Foster is an award-winning business-to-business copywriter and owner of Fresh Perspective Copywriting. She helps companies generate more sales by providing them with compelling marketing copy that motivates their prospects to take action. Visit http://www.freshperspectivewriting.com to learn how you can receive a no-obligation price quote and complimentary consultation to discuss your next campaign. If you enjoyed the content in this e-newsletter, you can also connect with Rachel on Twitter (http://www.twitter.com/CopywriterTO) or LinkedIn (http://www.linkedin.com/in/copywritertoronto). She often shares interesting marketing articles and resources. -------------------------------------------------------------------- Comments or Suggestions -------------------------------------------------------------------- My e-newsletters are designed to help you improve your marketing communications. If you would like to see a specific topic in a future issue, contact me at mailto:rachel@freshperspectivewriting.com. I would be happy to hear from you. -------------------------------------------------------------------- Subscription Centre -------------------------------------------------------------------- You've received this e-newsletter because you or one of your agents requested a subscription. If you would like to cancel your subscription, simply scroll to the bottom of this e-mail and click the "change subscriber options" link. You will immediately be removed from our mailing list. Not a Subscriber? Visit http://www.freshperspectivewriting.com to sign up for the free Fresh Marketing e-newsletter. You will discover how to create lead-generating marketing communications. Privacy Policy. We will never give your contact information to a third party. -------------------------------------------------------------------- Contact Us -------------------------------------------------------------------- Fresh Perspective Copywriting 3000 Dufferin Street, Suite 409 Toronto, Ontario M6B 3T6 CANADA Rachel Foster, Owner 647-342-4921 mailto:rachel@freshperspectivewriting.com http://www.freshperspectivewriting.com (c) 2009 Fresh Perspective Copywriting. All rights reserved.