PR 2.0: New Media, New Tools, New Audiences

Chapter 6. Interactive Newsrooms: How to Attract the Media

In the PR person’s perfect world, you want to have constant interaction with your media contacts. Stay connected to them at all times by telephone and e-mail, and for contacts you know intimately, use instant messaging (IM). When you do, journalists reach out to you constantly for information about your brand(s), industry research, expert quotes, executive interviews, and company statements. Yes, the media will always rely on you for human intelligence and one-on-one interaction. However, you can (and should) also provide an interactive newsroom that can prove to be a main source of credible information, especially when journalists research story ideas at all hours or use your media center ...