ATTRACTING MEDIA ATTENTION - ONLINE


WHERE DO I START ... ?


THERE IS AN ABSOLUTE WEALTH OF ONLINE CONTENT OUT THERE. BLOGS, WEBSITES, VIDEO, AUDIO, AND OF COURSE SOCIAL NETWORKS. EACH OF THESE CAN CONTAIN ANY CONTENT IN ANY FORM, GOOD OR BAD.


A GOOD WAY TO START ANY ONLINE PRESS CAMPAIGN IS OF COURSE TO HAVE YOUR OWN WEBSITE. MOST, IF NOT ALL MAJOR COMPANIES HAVE SOME SORT OF ONLINE PRESENCE, WHETHER A SIMPLE 4 OR 5 PAGE WEBSITE, TO A GLITTERING 150 PAGE EXTRAVAGANZA COSTING MANY, MANY THOUSANDS OF POUNDS.


BUT I DON’T WANT A NEW WEBSITE.


THERE IS NO NEED TO. YOUR EXISTING WEBSITE SHOULD HAVE, IF YOU RELEASE A CONSTANT STREAM OF INFORMATION, A GOOD NEWS PAGE, WHERE YOU CAN WRITE YOUR PRESS RELEASE FOR THE WORLD TO SEE.


ADD A SIMPLE RSS FEED TO THAT PAGE, AND INFORM YOUR LOCAL OR SPECIALIST JOURNALIST, WHOSE PATRONAGE YOU HAVE LOVINGLY NURTURED, THAT YOU HAVE A NEW AND EXITING WAY FOR THEM TO RECEIVE YOUR CONTENT.


WHAT ABOUT THE REST ... ?


THERE IS A GROWING TREND FOR ORGANISATIONS AND COMPANIES TO HAVE THEIR OWN DEDICATED PAGES ON SOCIAL NETWORKING SITES. MANY MANAGING DIRECTORS EVEN TWITTER ABOUT THEIR DAILY LIVES.


THESE PAGES WILL GIVE ANYONE WHO WANTS TO KNOW, WHAT IS GOING ON IN YOUR ORGANISATION, AND YOU CAN POST CONTENT, BLOG OR TWITTER TO YOUR PRESS DEPARTMENTS HEARTS DESIRE.


NETWORKING SITES SUCH AS YOUTUBE ALSO LET YOU POST VIDEO CONTENT ON YOUR OWN DEDICATED WEB PAGES, AND MANY NGO’S, CHARITIES AND PRESSURE GROUPS DO JUST THAT. IT’S A VERY GOOD AND COST EFFECTIVE WAY OF KEEPING YOUR AUDIENCE UP TO DATE WITH WHAT YOU WANT TO TELL THEM.


I DON’T NETWORK ... SOCIALLY ON THE ‘NET.


YOU SHOULD SERIOUSLY THINK ABOUT DOING SO. THE INTERNET AND WEB CONTENT IS FAST BECOMING THE WAY TO GET THE NEWS. IF YOU DON’T LIKE SOCIAL NETWORKS OR VIDEO SHARING WEBSITES THEN THE FUTURE MAY JUST BE PASSING YOU BY.


ANY ONLINE PRESENCE, HOWEVER SMALL IS A GOOD THING. AND IS AN EXCELLENT WAY OF CONTROLLING WHAT YOU HAVE TO SAY, OR WISH TO RELEASE TO THE PRESS OR PUBLIC ALIKE. IT IS YOUR WEBSITE AND YOUR CONTENT, AND DON’T FORGET THE WEB IS A WORLDWIDE PUBLISHING PLATFORM, FROM THE USA TO INDONESIA ... IF IT’S ON THE WEB, IT CAN BE SEEN.


GOING VIRAL ....


NO, THIS DOESN’T MEAN YOUR COMPUTER IS UP THE SPOUT. THIS MEANS THAT WHEN CONTENT IS POSTED ON THE INTERNET, ESPECIALLY THE SOCIAL NETWORKS, IT CAN BE SEEN BY MANY PEOPLE.


IF THOSE FEW THAT SEE IT LIKE IT, THEY TEND TO PASS IT ON TO THEIR FRIENDS AND / OR FAMILY. THIS CAN BE DONE WITH THE CLICK OF A BUTTON, AND BEFORE YOU KNOW IT YOU MAY WELL HAVE AN INTERNET PHENOMENON ON YOUR HANDS.


BUT POSTING THE VIDEO OF YOUR CHIEF EXECS ANNUAL STATEMENT ON THE NET WILL NOT PRODUCE ANYTHING REMOTELY VIRAL. BUT DON’T DISCOUNT THAT EITHER. BECAUSE DON’T FORGET THAT YOUR BEST FREIND ... THE LOCAL JOURNALIST, MAY HAVE SEEN IT, AND IS RIGHT NOW WRITING UP THE GOOD NEWS STORY ABOUT THE LOCAL ECONOMY. WITH YOUR COMPANY NAME ALL OVER IT.

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MARKETING YOUR BUSINESS TO ATTRACT MEDIA ATTENTION, AND TO GET THE RIGHT KIND OF PUBLICITY IS NO EASY TASK WHEN DEALING WITH THE MEDIA.