Digital marketing and social media have added to the decline of many online newsrooms—where organizations share news, facts and relevant contacts.
Because of that, media relations have taken a big hit. Many organizations hide the names, email addresses and direct phone numbers of their PR reps due to spam, telemarketers, etc. That makes it hard for reporters to connect with the right people—especially on deadline.
Unfortunately, general PR email addresses and voicemail boxes fill up easily, which makes it nearly impossible for timely requests to be answered.
PR pros must share accurate company information. Without a direct line of contact, reporters can get confused and discouraged and might waste time calling the wrong people.
Want your CEO’s comments from a recent town hall meeting shared with reporters? Looking for an opportunity to turn a simple inquiry into a larger story on an upcoming development? These are good reasons to list a PR contact on your website or revamp your online newsroom.
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Choose reliable people to head your online PR program. Tap one of them to be your external PR team lead. Make sure they know media relations protocols and company sensitivities and will respond to reporters in a timely manner.
Has that detail been overlooked at your organization? Check your website. Don’t hesitate to list names and contact information. Take all necessary steps to ensure that reporters can reach you.
Meggan Manson is a principal with Young & Associates , a tech-focused public relations agency. A version of this article first appeared on the Young & Associates blog.
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