The Media Relations team at National PTA recognized that the shift to digital news creation and consumption, along with dramatic newsroom staff cuts, means that PR professionals need to deliver digital content directly to journalists and bloggers, making it easier for them to cover their stories. They also wanted to integrate their social media platforms with their media outreach efforts and ensure that their successes were appreciated by national, state, regional and local PTA leaders, their National Board of Directors and other internal staff.
To ensure they were doing just that, they hired PWR to help them redesign their newsroom and news releases and populate them with easy-to-access multi-media, social and digital content. We also create and distribute Media Watch updates to their internal list, helping National PTA keep their many interested recipients in the loop on how the brand is being covered by traditional and on-line media outlets.
Now, National PTA’s well-organized newsroom is loaded with video, audio and images journalists and bloggers can easily find and use on their own sites and publications. The site includes an RSS feed, contact information, press coverage, related topics in the news and many other elements users can access to get story ideas and digital content. Their news releases incorporate similar elements so that every release hands journalists all the data they need to cover the story quickly and effectively. And, the Media Watch internal e-newsletters enable them to share the remarkable results of these efforts.
All their digital collateral—newsrooms, releases and internal media alerts—incorporate social media elements: bookmarks, their social media footprint inviting recipients to befriend them, updates on brand mentions and more.
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