Ebulletin-Dec05-Feature Article

FEATURE ARTICLE - How Media Friendly is Your Web Site?

We know the net is the daily research tool for journalists. And most agencies want better press coverage.

Repeated surveys reassure that the Net is now the basic daily research tool for reporters - where they go first for information. Getting the press to your site is one thing. Translating these visits into positive coverage is more difficult. It depends on how media-friendliness of your website.

In 2002, Hillwatch, a government relations firm in Ottawa, developed a tool to measure the effectiveness of websites and give suggestions to make your site media friendly. These suggestions were mirrored in a separate survey of journalists conducted by APCO worldwide.

1. Don't overestimate the patience or web skills of journalists. They search the web just like the rest of us. A few key words are used in the search engine, a page or two of results is checked, a few sites are visited. Make your site easy to find and make the information on your site easy to find. If the journalists doesn't find the information quickly they leave and don't return.

2. Make it easy. Create a clearly labeled Press Centre button on your front page.

3. Don't force them to register to obtain information.

4. Present the option of voluntarily subscribing to a list serv where you will update them on upcoming news.

5. Give a press contact person so it's easy for journalists to get a quote. Give an actual person with a specific email address and phone number so journalists will be assured that their questions will be answered before their deadlines. Info@yourassociation will not get used by journalists.

6. Provide a list of your press releases, including a link to press articles on your organization and your issues. Journalists place greater credence on the words of others about your organization and are sceptical of self-generated information.

7. Offer your material in easy-to-print formats. Journalists like to gather information, print it, then will write later.

8. Offer helpful facts or statistics so the journalist can fill in background information for their story.

8. Don't underestimate the importance of transparency. Journalists are suspicious. Be upfront about how your organization is run, your members, your board, your sources of funding, your objectives and your interests. Frankness enhances credibility and diffuses suspicion.

Excerpts from Hillwatch.com and APCO worldwide