Press Relations Strategies in the World of “Informal” Media
January 21, 2009 at 10:10 pm #65351
We are looking into new ways of getting our public health messages heard because health beat reporters are loosing their jobs therefore our press officers’ hard earned contacts are gone. The industry is changing so quickly that it is difficult to find reporters who will listen. Press releases don’t have much impact. We know this is the new world order and are looking for ways to tackle it head on. Do you have any ideas about how to harness the powers of the bloggers? Or even where to find the right blogs/news outlets, etc to serve your public? How have you or your agency dealt with this issue?
January 21, 2009 at 10:50 pm #65365
Blogs are your best bet in the circumstances. Try technorati for starters. Also think of starting a monthly newsletter.
January 22, 2009 at 4:05 pm #65363
You should consider “pushing” your news via your own blog(s), RSS feeds, and other Web 2.0 facilities that don’t rely on traditional press-relations methods.
January 22, 2009 at 4:42 pm #65361
Thanks for all of your insight. We are currently using various social media including blogs, twitter, and facebook to accomplish these goals.
But as I wrote on Adriel Hampton;s blog post on this rtopic (http://adrielhampton.wordpress.com/2009/01/21/gov-20-positive-engagement/) In essence we have just figuratively moved to a new city and we don’t know anyone. The first step isn’t to throw a party. In other words you don’t first start a blog, you have to make friends. Online, in social media making friends is directly interacting.
As Adriel said, and I believe it is true the best way to deal with this shift is for press officers to go directly to the bloggers and reporters who are reporting on their areas, to comment, and engage the public directly. If the formal media is failing us, the informal media has to be the solution. Getting out there building a set of online social skills to build relationships as press officers have always done offline is a solution. It takes time and a paradigm shift but the days of putting out a press release and making a phone call have left us with the reporters.
But we need more strategy and more internal structures to tackle this huge problem. It seems overwhelming…
January 22, 2009 at 4:50 pm #65359
January 23, 2009 at 6:49 am #65357
March 24, 2009 at 2:39 pm #65355
I would suggest doing a search on Technorati or Blogosphere as well. There you can determine the highest ranking health blogs, and from there try contact the author of the blog if you wish to collaborate on a future project or if you simply need advice. In terms of finding the appropriate news outets, try a search on Bacons, or Vocus. If you don’t have accounts with them, look at major news sites, newspapers, magazines, etc. and see who their health reporters and editors are. A lot of reporters nowadays use twitter, so once you have tapped into an active audience perhaps they’ll follow your tweets.
March 24, 2009 at 3:09 pm #65353
Great suggestion! We have started monitoring the blogosphere both with our PR and Marketing campaigns as an exercise in listening. It is quite a shift for us but we are considering asking our bloggers to post on the influential sites as educators on common ground and possibly to generate interest from the community in our blogs and experts.
I definitely recommend using tools like Technorati and Blogsphere, as you have. Time will tell how this works for us.
Thanks you all for your insights.
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