Whether it is climate response, supply chain issues, social licence, cyber security or one of a thousand other issues, organizations fail to understand the importance of building and maintaining meaningful relationships with individual journalists. Rather than your story becoming a cautionary tale, it makes sense to invest now in building your media relationships rather than wait to become the subject of a story you don't want.
If you're like most organizations, you've recently experienced a diminished return from your media database. This outcome may seem peculiar at a time when the demand for content has increased exponentially; however, there is a reason. While the volume of content for the average journalist has grown to 5+ stories every week, the same journalists spread that output across 3 to 4 beats. The number of working journalists has also sharply decreased, creating a situation where many of your existing media contacts may no longer have a job.
There are several ways you can replenish your media database. In countries like Australia, you can use the services of Medianet, which invest heavily in maintaining one of the world's most up-to-date local media databases. However, few countries have access to such a highly maintained media database.
The alternative is an advanced online newsroom solution like Lookatmedia™, which makes it simple to build and maintain an accurate and targeted media contact list. The wonder of a solution like Lookatmedia™ is rather than hunt down new media contacts; it brings them to you.
As previously mentioned, an organization like Medianet can deliver you an excellent local media contact resource; however, if you need greater global reach, you need an online newsroom solution like Lookatmedia™. Lookatmedia™ allows you to make your PR content visible to 70% of journalists worldwide who start every story idea with an online search.
Once your stories capture a journalist's attention, your newsroom allows them to create unique discovery journeys for their beats. As they delve deeper into your content and experience your visual narratives, they are compelled to provide their contact details to access libraries of 'approved for editorial' use images and videos. This practical journalist workflow attracts and converts journalists in ways that help drive repeated and positive exposure of your stories globally.
The growth of citizen journalists has impacted the reach and readership of traditional journalists. Whether it's bloggers or social influencers, citizen journalists are an essential component of the media landscape. Some bloggers like Huffington Post and TechCrunch are now media empires in their own right. While your focus may be primarily on traditional journalism, it would be foolish to ignore the value of citizen journalists in your PR strategy.
The challenge is to find the most appropriate citizen journalists for your organization or brand. An online newsroom solution as advanced as Lookatmedia™ provides an environment that attracts and captures both the attention and contact details of citizen journalists who can help amplify your stories.
