TIP STORY

INCORPORATING NEW MEDIA INTO THE MEDIA RELATIONS MIX

The release of information through media relations can often involve quite complex strategies to ensure that the information reaches target audiences through as many outlets as possible in a relatively short space of time.

Timing of media announcements, photo opportunities, pre-briefings and embargoes, and exclusivity can all play a role in determining where and when a story will be published.

New media adds another dimension to this strategy by providing an instantaneous medium that, if not used properly, can undermine the newsworthiness of a story in the eyes of traditional media.

Utilising it effectively as part of the media relations mix, however, can provide significant advantages to the way information is received and absorbed by the audience.

The following tips will help you incorporate new media into the mix:

• Not all information is relevant for all media – Understanding the needs of the media applies to new media as well. Learn the format and the type of information they need, and their deadlines before targeting.
• Does your audience use new media? New media should only be used if your target audience relies on it for information or uses it on a regular basis.
• Plan your audience’s media journey – Plan how you would like your audience to become informed. Do you want them to hear it on the radio and jump online or do you want them to read about it in an online news bulletin then have it supported by a story on the evening news. This will help you plan your media tactics.
• Complement traditional media with new media – Traditional media will often use online to engage with their audience. Giving a media outlet a news hook and an online tool so that they can engage their audience benefits both the media and your campaign.
• Be a part of the online community – Journalists will often be influenced by information they receive through their online networks. Become comfortable with these networks and build relationships online.

David Micallef, Group Account Manager
david@fenton.com.au

Issue One February 2010

Main story - A smoke free zone
Design focus - To refresh or rebrand?
Tip story - Incorporating new media into the media relations mix
Tip story - The ambassador advantage
Case study - Promoting debate about housing and homelessness
Case study - Helping to blitz biodiversity
Food for thought home