PR strategy with and without an online media center
The PR sector wastes energy and time on thankless but necessary tasks. Are next-generation media centers on the way up to more media coverage, using fewer resources?
The value of an online media centers in PR strategy can vary depending on whom you ask. While some see them as useless repositories of old press releases, others understand their potential. However, not all online media centers are created equal. There are different types, including add-on pages to websites, extensions of press release delivery platforms, custom-built solutions, and the next-generation online media center.
To truly appreciate the benefits of a next-generation online media center, let's first consider the working conditions of journalists today. They earn less than their PR counterparts, work longer hours, have multiple deadlines, and limited access to internal resources. PR professionals must recognize this reality and strive to make journalists' lives easier if they want to secure more media coverage.
PR Strategy without an Online Media Center
Journalists' needs and workflows have changed. A next-generation online media center will help realign your PR team's practices with the requirements of journalists.
Description: Journalists' needs and workflows have changed. A next-generation online media center will help realign your PR team's practices with the requirements of journalists.
Without a next-generation online media center, PR teams spend valuable time on menial tasks that lack creativity and strategic value. Press Release follow-ups become frustrating and time-consuming as PR professionals contact journalists, often waiting days for a response that often never comes.
Standard FAQs for new journalists and media sources waste time for PR pros and journalists, as similar questions are repeatedly answered. The back-and-forth over image and video selection add to the frustration, with journalists needing unique visual narratives to captivate readers. Moreover, relying solely on email delivery of press releases limits exposure, as journalists find most of their story ideas online. This results in an increased workload for journalists who need more than a brief pitch to pursue a story idea and a PR team that is overworked and underperforming.
With a Next-Generation Online Media Center
Next-generation online media centers, such as Lookatmedia™, are like high-performance race cars compared to their cheaper alternatives. Time is of the essence in the news world, and these media centers excel in meeting deadlines. They offer PR teams and journalists the tools to set new speed records.
PR Strategy with an Online Media Center
Working without a next-generation online media center can result in PR professionals expending much of their time and energy on activities with little reward.
Online media centers should not replace press releases; instead, they complement them. Just as marketing employs an omnichannel approach, PR should utilize online media centers as a central destination for press releases and social campaigns. Lookatmedia™ exemplifies a next-generation online newsroom that is the single source of truth for your entire PR strategy.
Next-generation online media centers like Lookatmedia™ offer a wealth of resources for journalists and provide a measure of media engagement. They serve as a repository for FAQs, research materials, support material, and an archive of past press releases. However, their potential extends far beyond these essential functions.
They can transform your PR strategy as a force multiplier for press releases, offering entire libraries of story ideas, research materials, evergreen content, and events. These media centers become a 24/7 resource for journalists across different beats, encouraging repeated visits and generating more coverage opportunities.