Every serious marketer needs an online media center. Much more than a fact sheet or about us page, an online media center makes it easy and virtually pain free for journalists to acquire more than just the facts, ma'am — but industry trends, meaningful research, credible authorities and, most of all, editorial ideas that can inspire editorial placements.
According to Bacon's, one of the world's leading publicity information agencies since 1932, the key is for the marketer to "think like a journalist" (a line that begs "insert joke here") — by offering information that's timely, relevant, easy to access and fluff-free. Specicially, Bacon's suggests you place your media center in a prominent position on your website and include the following:
• Fact Sheet
• Frequently Asked Questions
• News Clippings (previous, specific to your company)
• Press Releases (last 12 months)
• Story Ideas
• Company Background
• Executive Bios
• Quotes
• Photos, Graphics and Charts (password may or may not be required, your call)
• Impartial Source List
• Contact Information
We're passionate proponents of public and media relations as part of any organization's overall marketing mix. Not only is editorial exposure three times more credible in the public eye than advertising, every bit of exposure you garner should be merchandised and marketed again and again — on your website, in your literature, even on your walls — as evidence of your newsworthiness and noiseworthiness.
SOURCE: The Navigator, NOISE
