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January 18, 2010
Staying Afloat in the News Stream

Being represented accurately in today's news mix requires more than just issuing press releases. Companies seeking a media presence -- manifested as a supportive public following -- need to make information generation a  concerted priority.

Valeria Montoni discusses elements of such an approach in a Conversation Agent blog post. First, understand what a deliberate approach to information generation requires. Have your employees aligned with a worthy long-term corporate purpose, then be prepared to talk about it openly and readily.

"If you have a Corporate Social Responsibility plan with a long-term vision of helping others in a way that integrates with the abilities and skills of your employee base," Montoni writes, "then it's easy to see how you can integrate communications about what you're doing in a specific instance."

In other words, don't try to wing it in putting information out there. Be genuine.

"How does a company make sure it's quoted correctly or what it does is reported with accuracy?" Montoni asks. "Setting up a news area of your Web site that is more substantial than just listing news releases and a press kit is a start.

Here's some other ideas for brands to integrate all marketing communications:

  • Make your news portal or home page is easy to navigate at a glance.
  • Link all your outposts or social bookmarks in a visible place.
  • Put processes in place to make decisions about what to share, faster.
  • Be prompt in updating your site with the most recent information.
  • Develop really simple sound bites that cannot possibly be misunderstood.
  • Get your news out consistently in all communication outposts.
  • Provide images, presentations, videos, and quotes in different formats for your employees and evangelists to use.

Yes, tending to a reliable place in the news stream requires a staff position in itself and a management-adopted understanding of what it takes to be continually credible. 

Graphic by Valeria Montoni



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Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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