| Not so long ago, small businesses and non-profit | | | | click by listing spokespeople as experts, offering timely |
| organizations across the board were faced with a | | | | quotes on current events, or responding to the |
| tough question: do we need a Web site? We know | | | | hundreds of media leads that come in daily from |
| the answer to that as the majority of small businesses | | | | journalists on deadline. There are many providers out |
| and non-profits offer effective sites that not only | | | | there that vary in cost and quality. It is worth the time |
| provide information but can sell products, accept online | | | | and effort to do some research on which service is |
| donations, and raise awareness. | | | | best for your budget and your needs. Some services |
| The new question facing them now is: Do we need to | | | | are even free. Services that are used by the most |
| hire a PR agency? | | | | media professionals will likely cost more than ones with |
| Unfortunately, though many small businesses and | | | | lower membership. |
| organizations would like to retain a PR firm, the cost | | | | Web-based Media Databases - Your business or |
| just doesn't fit into the budget. Well, that doesn't have | | | | organization has hot news and you want to let every |
| to be the case. Small businesses and non-profits can | | | | daily newspaper in the country know about it. First, you |
| manage their own media relations with the help of a | | | | must visit each paper's Web site individually, record |
| few tools of the trade. | | | | their contact information, compile a list and then blast |
| Online Press Kits: Everything a business or | | | | that news out there. However, by the time you did |
| organization's press kit contains can be published and | | | | that, your news would be at least a month old. Ouch. |
| distributed on the Internet with online press kits. Now, | | | | Media databases to the rescue. There are many |
| an online press kit is not a Web site. Don't be confused | | | | services available online that provide up-to-date media |
| by the term "online." Though an online press kit can be | | | | lists from every medium and market you can imagine. |
| displayed online and present information like a Web | | | | Most require a membership or subscription fee, but it is |
| site, it is really a virtual folder or briefcase that allows | | | | well worth the money if the alternative is to compile a |
| an organization to upload and store press materials on | | | | list manually. Services of this type include BurrellesLuce |
| the Internet. | | | | Media Contacts program ( Bacon's ( and Contacts on |
| Once in an online press kit folder, these documents | | | | Tap ( |
| and images can be distributed as links - not | | | | Press Release Distribution Services - Got a press |
| attachments to e-mails. Most e-mails with attachments | | | | release that the world needs to see? You could |
| never reach their designated recipient in the media due | | | | compile the list as we mentioned above (the hard |
| to firewalls and anti-virus protection services. With an | | | | way), or use a media database - but you could also |
| online press kit, documents are added as links within | | | | leave it to the experts and submit your release to a |
| the message. | | | | distribution service, or "wire." There are many services |
| An online press kit can be linked directly to a Web site | | | | available at various costs. One service is PR Web ( |
| so that when the media visits in search of news and | | | | which not only can run your release for free (limited |
| background information, they'll know exactly where to | | | | distribution), but allows you to specify Internet search |
| go. Changes and edits can be made instantly, | | | | terms, making the release easily accessible to Web |
| preventing outdated or incorrect information from being | | | | users. |
| distributed. Plus, some online press kit services are so | | | | The media savvy and expertise of media relations |
| simple to use and manage; an organization won't need | | | | professionals is worth the money, but when the |
| to hire an "IT guy," another budget-friendly feature. | | | | money just isn't there, small businesses and non-profit |
| Online press kit services vary greatly in terms of price | | | | organizations can tap the talent they have within and |
| and features. Take some time to research your | | | | combine it with technology designed to make |
| options and identify your needs before committing to | | | | communication easier. |
| one service over another. Some services include | | | | If you need some help developing your press |
| features you probably will never use (but pay for), | | | | documents, take a look at the press kits of other |
| while others may not provide enough services, such as | | | | businesses or organizations in your area. There are |
| training or support. | | | | also many Internet resources available that can |
| Web-based Media Lead Services - One of the | | | | provide tips to writing your own press releases and |
| greatest benefits of the Internet is the ability to rapidly | | | | news announcements. |
| obtain information. What used to require a hard copy | | | | Managing media relations in-house is not impossible and |
| media guide or CD is now available from a number of | | | | can be a fantastic way to reach the media as a small |
| providers online. An organization can reach virtually | | | | business or organization grows. |
| hundreds of thousands of media contacts with one | | | | |