Page 205 - Convergent Journalism an Introduction Writing and Producing Across Media

Using Multimedia to Communicate with the Media

nearly a universal imperative, and the information on the site must be
continuously updated to remain effective.
At the same time, we must provide context for this information.
We must build context into any system or process, especially since
many audiences other than the media will be visiting our sites, gath-
ering information, and forming their own opinions. Simply providing
information without providing perspective serves neither the needs of
the organization nor the needs of our publics.
Finally, the interrelation of immediacy and context inevitably leads
to trust—and sometimes the lack of it. Organizations that are viewed as
slow to respond, or that try to provide “spin” as opposed to perspective,
cannot and will not induce trust. (“Spin” refers to purposefully crafting
messages that focus on the positive with the intent to deceive.) On the
other hand, those organizations that are both quick and transparent,
providing a framework in which to place the information provided,
will develop a substantial bank of goodwill and trust with the media.
This can provide that extra margin of grace in a time of crisis that can
make the difference between the life and death of the organization.
Being accessible has always been a key to media relations, and 195
today’s technology makes that possible to a far greater degree than
ever before. Lack of accessibility will inevitably lead to lost opportu-
nities and poor media relationships. Wireless communications devices
including cell phones, personal digital assistants, and laptops allow for
global access any time of the day or night. The downside of this accessi-
bility should be obvious and it is the wise practitioner who works hard
at balancing work and life.
We’ve briefly discussed some of the more obvious Internet uses in
building media relations. Let’s turn our attention now to a few of the
perhaps less obvious uses. Pitching stories has always been an impor-
tant function of the public relations practitioner. Success or failure in
piquing the interest of the reporter or editor rests mainly on the careful
construction of the pitch letter. Most journalists today prefer e-mail to
snail mail, so this construction becomes even more important. The sub-
ject line is crucial and you have to be able to say all you want to say in
one “screen,” or without making them scroll down to finish your letter.
You typically get about five sentences to grab a reporter’s interest. The
organization’s Web site is also crucial, as the interested reporter will
undoubtedly seek additional information from your site. This process
empowers the media as never before and results in a quicker response
and a more mutually beneficial association.