How can I integrate Web 2.0 into my pitch?
"More and more, I'm thinking about all of the ways that I can integrate my show's Web site into our daily broadcast and vice versa," says Katie Pagenkopf, assistant producer for The Lisa Birnbach Show. Thus, publicists who incorporate Web 2.0 into their pitches are more likely to grab attention.
If you are looking to schedule an author to discuss his or her new title, a Web-ready graphic, video, poll, or other interactive feature for the site would help with the pitch, adds Pagenkopf. And after the interview, five to eight bullet points to post on a blog would also be a good idea.
For example, if your client is a chocolate company, she says, it's smart to forward some fun and crazy facts about chocolate that are tailored to the audience the show targets.
"Yes, it feels like the Internet is forcing us to do more work," notes Pagenkopf, "but, the Web can be an effective tool to clarify branding for your client, while creating content for media outlets."
As a b-to-b business, how would we use video as part of our PR strategy?
Competition for brand recognition is quickly becoming a visual play, regardless of the audience you are trying to reach (b-to-b or b-to-c), according to Joseph Marino, SVP, Americas, for The NewsMarket.
"B-to-b companies have [long] used video as a corporate marketing and branding tool to benefit from the visual aspect to their product launches and business initiatives," he says.
"As online video grows," adds Marino, "b-to-b marketers can bring this same practice to the Web, and PR pros can work with these clients to use video to better engage their target groups with the right content."
A successful b-to-b marketer is SAP, which earlier this year created b-roll clips for its new radio frequency identification (RFID) product and other auto-identification technologies. Five months later, these clips are still being picked up by media outlets around the world, Marino notes.
Is there a difference between a news release and a press release?
Wikipedia defines a news release the same as a press release, but Michael Schwartz, founder of WebWire, a provider of online news and press release distribution, sees them in a different way.
A news release is not intended for the media like a press release, he explains. "It's an effort for businesses, organizations, and individuals to get their message direct to readership. If carefully written, and without the usual 'about us' details, these PR efforts really work."
Further defined by the Internet, news releases are intended for easy integration into online publishing efforts, either manually or via automated syndication such as RSS. From blogs to technical sites, social media or Web sites, the news release often flows seamlessly from the message maker to the message publisher.
Schwartz adds that the creator of a news release needs to understand that there are fewer restrictions as compared to a press release, but the same responsibility in keeping the content relevant, topical, and valuable applies.
"The news release is perhaps the tail wagging the dog in that there is value in the written message," he notes, "but many times, the greater value is that there is an active link to the writer's online presence within the news release."
SEND YOUR QUESTIONS TO:
email@example.com. Please contact Irene Chang if you are interested in contributing to PR Toolbox or to suggest ideas for future columns. Toolbox is available online at PRWeek.com.