Elena Verlee, an entrepreneur who made a bundle selling men's socks online, offers a heads-up course in media relations in two posts on her PR In Your Pajamas site. She offers guidance on reasons the media may be ignoring you and on creating an online media center. There could hardly be more timely PR information around. Thinking media, virtually all the time, is what it's about.
Elena provides encouragement and tools for reaching out to the media, creating your own news, connecting with the right journalists and keeping in touch with your business scene. This is important stuff. We know a food market that's open only two days a week, but thought to call a features editor when it was having a chicken-dressing workshop. It got a three-quarter page spread on the front of the features section as a result.
Elena's guidance on the elements of an online media center are equally helpful. Follow them and reporters who visit you site will fill welcome and appreciated. There's an art to connecting with the media – it's called being hospitable and having something to say. You can offer more of both on the web, but it takes some learning and doing. Elena shows the way.
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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