| Is media overexposure possible? | | | | addition of new information to your site enhances its |
| Yes it is. That's why you should spread your | | | | search engine status. When you provide new, free, |
| company's news across many fronts. | | | | high-quality information, search engines such as Google, |
| Companies that work with a few focused print | | | | Yahoo and others see your site growing and staying |
| publications and key reporters can overwhelm these | | | | current. They are more apt to position you high on their |
| resources with too many interesting stories spaced | | | | list as an industry thought leader. |
| too close together. | | | | - Company e-newsletter. A targeted company |
| However, when a company's public relations machine | | | | e-newsletter provides one of the most efficient, direct |
| is running on all eight cylinders, every bit of | | | | and economical ways to deliver useful information and |
| newsworthy and beneficial information can help to | | | | remain consistently in touch with your customers and |
| establish and reinforce a positive reputation on | | | | other important audiences. In addition to asking |
| numerous fronts. Especially where the Internet is | | | | customers directly for their email address, use your |
| concerned, you have many information-hungry outlets | | | | website's landing page to gather names and email |
| available to devour your intelligence. | | | | addresses of people interested in your products and |
| Years ago and well before the Internet, I directed the | | | | or services. Then remain in touch with them via your |
| PR program for a major management consulting firm. | | | | newsletter. |
| The partner in charge of the firm's hotel and leisure | | | | - Company blog. Use your company blog to deliver |
| industry group had each of his six consultants write a | | | | and receive information from customers and other |
| short feature article once a month for distribution to | | | | audiences who follow your company. Use your blog to |
| various publications. | | | | maintain a two-way dialog and remain abreast of |
| At first, this was a great idea. The three major trade | | | | what people are saying about you. And, due to its |
| publications and a few news outlets covering the | | | | ability to get the word out fast, your blog is also a |
| industry appreciated receiving the articles. But they | | | | critical component of your organization's crisis |
| couldn't use them fast enough to keep pace with our | | | | communications plan. |
| production. Soon we had many articles waiting for a | | | | - Industry blogs. Post information about your company |
| publication date. Most of the articles never emerged | | | | on industry blogs. Become a familiar voice among |
| from the magazines' slush pile and the editors asked | | | | those who follow your company and your industry. |
| us to hold up on sending more. | | | | Monitoring and participating in industry blogs is a key |
| We'd overwhelmed the system. | | | | way to make sure your views and information reach |
| On another occasion, when overseeing the public | | | | your desired audiences. Provide back links to your |
| relations programs for two major New York metro | | | | company's website, blog and e-newsletter to make |
| area hospitals, I generated many newsworthy stories | | | | your voice heard. |
| that appeared in the area's very receptive weekly | | | | - Industry forums. Monitor and post information on |
| newspapers. But I placed only a few articles in the two | | | | industry forums where your customers and other |
| major daily newspapers. They were only interested in | | | | interested audiences gather. Use such forums to |
| running an occasional, extremely newsworthy story | | | | contribute to your customers' overall wealth of |
| about each hospital. | | | | knowledge, particularly when you aren't making an |
| Today, if your public relations program applies the | | | | important announcement. |
| power of the Internet and social media, plus print, radio | | | | - Twitter. Twitter is a great tool you can use regularly |
| and television to reach many different audiences, you | | | | to distribute information and remain in touch with your |
| have many outlets available to absorb a steady | | | | followers. However, this "beast" demands to be fed |
| stream of information about your organization. You | | | | often. Don't include Twitter among your PR initiatives |
| needn't fear overexposure. | | | | unless you have the staff, desire, time and a plan to |
| Use these resources to deliver your messages and | | | | maintain a consistent Twitter presence. |
| information to targeted audiences. | | | | - LinkedIn. Use this informative Internet resource to |
| - Traditional news media. Every organization's public | | | | present your profile and communicate with like-minded |
| relations program should include local newspapers, | | | | professional and industry groups. Use it to send |
| television and radio. Establish and maintain solid contact | | | | readers to your organization's e-newsletter, website or |
| with the key editors and reporters who cover your | | | | blog, as well as to helpful articles and industry news. |
| company and your industry. | | | | If your public relations program engages these |
| - Trade media. Trade publications, which often have an | | | | resources, you'll have numerous outlets where you can |
| Internet presence, remain an extremely focused, | | | | communicate with key audiences without fear of |
| efficient and receptive means for you to deliver your | | | | overexposure. |
| messages to targeted audiences. | | | | Actually, you'll strengthen your company's positive |
| - Company website. In addition to giving your website | | | | image by providing a steady stream of new and |
| visitors a reason to return regularly, the frequent | | | | useful information. |