Every PR practitioner knows that one of the most important relationships to have and keep intact are the relationships with reporters. While this class focuses a lot on how social media allows companies to communicate directly with their consumers and target audiences, traditional media still reigns supreme. People are still reading newspapers and magazines....just on their Kindle or iPad. Reporters are the interpretors for the public. Whatever message you put out there, reporters interpret the tone, the word choice, the spin, and they create a point of view for the mass public to read and consume.
In an article on PR Daily, the writer discusses the stagnation of companies' online newsrooms/press rooms. Most companies currently lack the social media aspect of their newsrooms because they perceive it as a fad, something cool that is currently getting everyone's attention. However, social media newsrooms aren't important because they give your company a "hip" image, they're important because they give reporters more information and a better feel for your company. The author highlighted 6 essential elements that should be in every company's newsroom:
1. Include your social content - let reporters see your blog posts and tweets!
2. Make it sharable - the easier your content can be shared, the more likely it is that they will be.
3. Let conversations happen - commenting should be enabled on every press release & any other information. It's the most basic concept of social media.
4. Make it navigable - make it easy for reporters to find what their looking for through tags & search engines.
5. Make it easy for people to connect with you - One of the most essential rules of PR: contact information on your PR materials.
6. Make it easy for people to stay connected - You WANT people to get your company news so deliver it to them through RSS feeds, email updates & SMS subscriptions.
These 6 rules are crucial for every PR practitioner to recognize and remember because dealing with the media is one of the most important aspects of our industry. The more accessible we make information for reporters, the better our relationship with them will be.
Article: http://www.prdaily.com/socialmedia/Articles/9698.aspx
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