The basics of online media relations include:
§ Web site Newsroom
The best organizations create extranets, devoted exclusively to serving the media, as derivatives of their Web sites. These corporate newsrooms include all the traditional press materials that the media require such as news releases, executive speeches, annual/quarterly reports, annual meetings, digital press kits, photographs, profiles, ad copy, etc.
§ News Release Via Newswires
It has become essential for public companies to issue news releases over newswires in order to notify their shareholders and potential investors to know of its activities. Newswire copy gets picked up by online databases, such as AOL, Yahoo!, etc. There are three types of newswires:
1. General wires
The Associated Press (AP) is the granddaddy of all general wire services, reporting on general news of interest to the broad society.
2. Financial wires
Dow Jones, the wire service of the Wall Street Journal, the nation’s business newspaper, is perhaps the most well-known financial wire.
3. Paid wires
The most prominent being PR Newswire and Business Wire, as well as the newer Market Wire (formerly Internet Wire) are paid services that reproduce organizational news announcements verbatim, for a fee.
§ Online Publicity
Online publicity comes in many different shapes and colors. One thing is we must remember that it is very important to actively perform online publicity and PR to spread the word not only on our services or products but to also build own brand online.
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