Journalists receive up to 500 emails daily, many with media pitches that don't fit their current focus, beats and publications. It is why most story ideas now originate with journalists' online searches. Why limit all the effort your team's ability to link with journalists to press releases alone when you can use the power of a next-generation online newsroom as a force multiplier for your media pitches?
Aligning the exact story your team is pitching with the right journalists at the right time is not science; it's alchemy. Cracking the formula can create gold. Suppose journalists spend more time searching for story ideas online than reading press releases. In that case, it makes sense that making your stories discoverable online should be a top priority. But how do you know what story ideas attract the right journalists? The simple answer is you don't yet. When your team spends a lot less time chasing journalists, they have more time to get creative with more story ideas that appeal to a broader group of journalists and media sources.
Many PR solutions focus on media engagement metrics, but they are not helpful if you don't make those meaningful connections with the media. Counting only works when you have something to measure.
Real PR automation liberates your team from unproductive tasks, like chasing down journalists or responding to image requests. Real automation frees your team from thankless activities, encourages creativity, and builds more productive relationships with journalists.
Journalists change jobs, beats, and focus with increasing frequency making it challenging to maintain the personal connections PR professionals depend upon to build relationships. Even if PR professionals can maintain those private networks, it doesn't help you gain exposure to a new and more diverse group of journalists.
Lookatmediaâ„¢ achieve it through the alchemy of technology and the creativity of your PR team. Lookatmediaâ„¢ online newsrooms allow your team to focus on what they do best while building authentic connections and more extensive and accurate media databases.
By making content more discoverable to browsers and media aggregators, we increase your exposure to a broader range of journalists. By providing a newsroom environment that inspires journalists and gives them all the resources they need to research, write, and illustrate their stories, we deliver a place where journalists come to work and where you collect contacts and individualised usage data.
In addition to optimising discovery by journalists through online searches, Lookatmedia provides other ways to talk directly with journalists. Lookatmediaâ„¢ makes it simple to send personalised press releases; you can also send direct messages via in-browser and app notifications that work even when journalists are not in your media centre. Journalists can even create instantly create an app version on their devices with a single click.
Lookatmediaâ„¢ even has a way for a journalist to add your events and details to their calendars instantly.
Let's talk about the elephant in the room. Journalists don't want to use the same four images you've sent to every other journalist with your Press Release. They want to create their visual narratives. They need greater access to pre-approved editorial photos and videos, with accurate descriptions, usage rights and attribution. Access to visual content is as essential as the newsworthiness of your story, as all media starts with visual content. It's why Lookatmediaâ„¢ online newsrooms have a digital assets management solution at their heart. It's also how you create an environment where your PR team can better utilise your organisation's existing libraries of images and videos to tell your stories.
To stand out with the media, you need to work smarter. You must remove all the friction points that stop journalists from telling your stories. You want to compel them to keep connected using the minimum of resources. You need to free your team from the repetitive nature of media engagement and allow them to focus more on creating compelling content that tells your organisation's entire, authentic story. You want to give your PR people and journalists easy access to all the images and videos they need to create the increasingly essential visual narratives that drive readers and viewership. And you want to do all of this without putting further strain on your team and resources. Lookatmediaâ„¢ online newsrooms were designed for and delivered on this promise.
PR tools that don't put the time into the management of PR teams and the practical needs of journalists first fail.
Building on the foundations of the media pitches you deliver through press releases is the most intelligent, efficient, and economical way to respond to the increasing complexity and opportunity in the new media environment.
Including a Lookatmediaâ„¢ online newsroom into your PR strategy is the most innovative and efficient way to support the success of your PR strategy while building meaningful, long-term relationships with individual journalists. Are you ready to get started?
