Media Relations in Cyberspace
Technology’s spin on the traditional media kit

The journalistic world is one of technological tools–tools that allow deeper research, improved communication and breakneck production. In order to compete, today’s journalist requires instantaneous accessibility to immense amounts of information. Enter the Internet.

Win / Win & Innovation

A web site media kit made available via the Internet provides the immediate, flexible access required by journalists, while giving your business a methodical delivery method for your most current information. Your on-line media kit can host your story, photographs, biographies, fact sheets, awards and information about your latest public service program.
The possibilities for creating "buzz" are limited only by the creativity of your public relations / web development team. For example, a hyperlink in e-mail press releases provides easy access to web sites and can entice journalists to immediately "teleport" to your site and become privy to your latest news.

One-To-One
When it comes to press releases and communications efforts, the "shotgun" approach rarely works. Your best chance at obtaining "free" press and establishing ongoing media relations is to individualize your efforts. This is where your on-line media kit can shine! After developing your initial web site media kit, you can save multiple versions and individualize them for particular journalists or any of your various media concerns–and put "one-to-one" marketing in action!

A Competitive Edge

The gold goes to the fast, the innovators who seize technological opportunities and use them to create a competitive edge. A web site media kit can become your PR competitive edge–an instantly up-datable information disseminator, a direct conduit to the world wide press 24 hours a day, 7 days a week. Implemented properly, a web site media kit can provide a technological means to nurture press relationships and further the overall effectiveness of your public relations efforts.

This article about Jim Verrilli's work with day spas was originally published in Salon Business Strategies Magazine