Web sites are wonderful - but that does not mean they can replace straight talk, specific press releases/statements or selective research and response when it comes to making sure the media outlet will find the facts for whatever is being published, broadcast or posted.
Finding an answer on deadline can sometimes require a call or email to the person perceived to be the best source or contact, someone with the product, service or personality or someone paid to work with media on behalf of the product, service or personality.
When I finally get through to you please don't refer me to the web. Chances are I have already exhausted valuable time, emerging empty handed or unsure if what is posted is current, complete or correct.
Searching for information isn't easy and being sent on a searching safari is not my idea of fun or a good use of time.
You want me to get it right. I want to get it right. Copy and paste the info or highlight it in such a way that I zero in on exactly what is sought. Get back to me with the answer in an email with the more detailed back up document attached. Put it all together in a way that ensures I can't help but report it accurately. Please.
That means skip the following and lead me directly to the source or we both are at risk. I may go elsewhere or simply skip any reference to your client out for the sake of needing to move on. I may think I dug deeply enough into your web site to find the must up-to-date figures only to realize too late that they are out-of-date or incomplete. Or I may just come to the conclusion that A. You don't know and/or B. You don't care.
Simple rules for responding to the media's request for information:
1. Our web site has a lot of information. Great but what I need is needed now and I don't have the time to fully navigate the site in hopes I stumble upon it.
2. Attached is a PDF and/or scan that may be helpful. Thanks but no thanks. I need info, facts, figures and words. Keep it simple, easily accessible and avoid PDFs and scans that can require more time and effort to use than I can spare.
3. Can I send you the press kit on CD? Save the earth, spare the landfill and don't make me sit down, boot up, load and look when there are so many other more efficient and eco-friendly options.
4. If you use google/bing or otherwise do a search you should find something about that. What I really need to search for is someone else who can be helpful, responsive and much more specific about finding what I need.
Wednesday, September 2, 2009
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