How to Work with Internet Media

The Internet offers a variety of new tools to reach more people with more information, more quickly than conventional media. Internet users are a news-hungry group. More than 66 percent of those who go online for news say they follow national news most of the time, compared with 47 percent of those who do not use a computer. And, 80 percent of consumers believe online news is as reliable as traditional news, according to a recent survey. As a result, the Internet is emerging as a supplement to, not a substitute for, other traditional news sources, offering opportunities to deliver messages to a highly receptive audience.

What is Internet media? Web-based media can take many forms, but three of the most common types are:

1. E-zines or electronic magazines, like Slate and Salon. Often, an E-zine operates as both a Web site from which content is "pulled" by visitors and as a subscription service through which content is "pushed" to subscribers by regular e-mail, usually on a daily or weekly basis.
2. E-mail newsletters or electronic newsletters. Yahoo! Delivers and newslinx. E-mail newsletters use only the "push" approach. They can be stand-alone publications or used to promote content on a linked Web site.
3. News sites of traditional "brick-and-mortar" publications or broadcasters, such as MSNBC.com, CNN.com, NYTimes.com, WashingtonPost.com and online versions of local newspapers and magazines. Most major media outlets now have a Web presence. Articles that are printed or broadcast off-line sometimes differ from the online versions because different staffs and resources are involved in each, although there have been some staff consolidations in recent months.

While many Web-based media are distributed via e-mail, there are great differences among the publications. Many online publications are free, but some charge a subscription fee; many carry advertising, while some do not; some are text-based, others include color, graphics and multimedia. Some publications focus on a broad, general audience, while others are highly specialized.

[I assume most of the coalitions would be working below the radar screen of Slate, Salon, et. al. - are there local counterparts we can give them?]

Other resources for communicating your message online include:

Online communities:

An online community is a group of people who share a common sense of purpose. As in off-line communities, members can openly exchange information, ideas, concerns and questions. Online communities can take many different forms and address a wide variety of interests. In fact, many local cities and towns have developed their own community pages. Journalists from all media outlets often monitor newsgroups, message boards, chat rooms and discussion forums in an effort to learn about trends, explore story ideas or uncover news tips. Participating in online communities offers an opportunity to contribute information that may attract the attention of journalists and to distinguish you as a knowledgeable, balanced source of information about public transportation.

Many editors or webmasters of these city- or subject-specific sites are eager to provide fresh and interesting content for their visitors. They will frequently post information free of charge, including links to useful sites. Because these sites are sometimes maintained by volunteers or part-time webmasters, it is a good idea to provide as much lead timelead-time as possible on time-sensitive information. In return, the sites will often post information about your coalition indefinitely. Get to know the editors or webmasters of these local sites, because they may welcome the opportunity to receive a steady stream of updated information from you.

Internet broadcast outlets:

Like other online outlets, audio and video broadcast outlets offer several benefits. The audience is computer-literate; the reach is worldwide, 24 hours a day, seven days a week; and unlike traditional broadcast media, an interested listener or viewer can immediately search for additional information about your coalition and the PT² campaign. It’s important to recognize, however, that such outlets may have limitations on the amount of original content they offer. Also, content from one site can turn up on others. If an interview becomes potentially embarrassing, however unintentionally, it can end up having an unfortunately long life on the Web. [not sure why this warning is here but not for e-zines, etc.]

Exploring Online Opportunities:

Like journalists at conventional news publications, editors of E-zines, E-mail newsletters and news/informational Web sites look for issues and stories that will be interesting to their subscriber or visitor bases. Since many of these electronic publications are available free, you can easily access them and assess how to develop news pegs and stories that are likely to appeal to their readership.

In exploring the online media and Web sites in your area, you should ask the following questions to determine whether a particular outlet is appropriate for your media efforts.

• Is this a special interest Web publication or site? Does it target a specific audience that is likely to be interested in public transportation and related issues?
• Does the Web site or publication use outside material?
• Does it have original content, or does it only use information from other sites, wire services and other sources?
• Is the publication text-based, with black type or color? If the publication is rich-text or HTML-based, does it use photographs, charts, illustrations and audio and video clips?

Contacting Online Web sites and Publications:

Most online media prefer to be contacted solely via e-mail. Include your other contact information for their convenience, but it’s best to limit your communications to e-mail unless breaking news is involved.

Making a pitch via e-mail: Keep your e-mail pitch concise and to the point, and use a descriptive subject header. Always include the text of your statement or release in your e-mail, as many contacts will not open e-mail attachments due to concerns about spreading computer viruses. Let contacts know if you have visuals available, but it is best to let them respond if they can use photos or logos rather than clogging their e-mail with materials they may not use.

Following up via e-mail: Follow up via e-mail within a reasonable time, but don’t forget to check the sites or publications beforehand to see whether your information has been used. Some editors will use information without responding. If the information has not been used, ask for feedback so you can learn what materials will be a better fit.

Tips for gaining online coverage:

• Do research: Spend some time researching appropriate online publications and Web sites. Directories like Yahoo! and search engines like Google are both good resources. Visit the sites and subscribe to e-mail publications as available in order to familiarize yourself with the type of materials and coverage they offer.
• Develop a list: Develop a list with whatever contact and content information you can obtain. If you are not certain about contacts, many sites have a "contact us" feature that offers an e-mail address. It is acceptable to inquire about the editor’s interest in your subject area if it’s not clear whether the site is an appropriate outlet. This is also a good opportunity to begin to develop rapport with these online contacts.
• Contribute articles: Remember that some sites or publications will not post a release, but they may be amenable to running a bylined article or op-ed piece. If so, this can be terrific exposure for your information. Look for seasonal opportunities to provide timely materials.
• Use link opportunities: When contacting sites to request coverage, ask them to provide a link to your Web site, if appropriate. Many online publications and Web sites will include a live link in the text of an article, but some also have special areas devoted to links to useful sites. Some sites will also post a logo, so be sure to offer to provide one. Once established, such links can remain in place for extended periods of time.
• Leverage your partnerships: If your coalition members, allies and partners have their own Web sites, request a link to your site (or PT²) from theirs. The more sites you have linking to yours, the easier it will be for your target audiences to find your coalition.
• Learn which sites are already linking to yours: By using the advanced search features on major search engines like Google, Alta Vista and Lycos, you can find out which sites are already linking to yours. These sites may represent good opportunities for media relations activities, since they already appear to have an interest in the information your site offers. Work to establish relationships with the Webmasters of these sites and send them updates and information on a regular basis.