Electronic media
With new tools coming online every day, there's no way to truly stay "ahead of the curve" that is the Internet. But there are everyday tools you can use to enhance your communication efforts, allowing you to at least stay on the same page as your competitors and your stakeholders.
Among these tools are:
- E-newsletters and e-zines, which are typically shortened versions of newspaper or magazine articles that contain links to Web sites with more in-depth content.
- Blogs (short for Web logs), which are frequently updated online journals or diaries that are "mini" personal Web sites.
- E-mail campaigns that involve sending targeted messages to specific audiences regarding particular issues or topics of importance.
- Viral marketing, which is the process of getting individuals to pass on your messages electronically to their friends, family and colleagues.
- Web sites that serve as online collateral materials, featuring easy-to-navigate and categorized information for readers to search, read and respond to.
- RSS (Real Simple Syndication) is growing in popularity. This new technology distributes your information by syndicating it across the Internet. Consider using it to complement other forms of electronic outreach.
Depending on your organization's level of sophistication and available resources, any one or all of these tools can be used to strengthen communication with target audiences. Some audiences—particularly those younger than 25—may be more likely to respond favorably to e-communication tools than others. But no one tool can stand alone and effectively serve all of your audiences all of the time.
Your use of e-communication can help you stay in touch with stake-holders and the media and communicate important information quickly. E-tools also allow your stakeholders and the media to respond to your information, providing valuable feedback (and measurement) for future communication outreach.
Tips for using e-tools
- Gather e-mail addresses from your target audiences at every available opportunity, including from your Web site, in collateral materials, at events or during registration drives.
- Include your Web address and e-mail contact information on all printed communications and stationery so that people know where to go to get more information or how to contact you directly.
- In e-newsletters or e-zines, keep the information brief and to the point, providing hyperlinks to more information and graphics-heavy content so that readers can browse your information quickly and with minimal computer glitches.
- Update your e-information regularly so that what you are sending or making available to stakeholders is both fresh and new. The more relevant and up-to-date your content, the more likely readers are to turn to you as a trusted source in the future.
Avoid getting "filtered"
Spam filters are commonplace on almost every e-mail program and corporate or organizational computer server. To make sure your messages get through (instead of getting tagged as "junk" by a spam filter), keep these tips in mind:
- Only send e-mail to people who've requested it or given you permission.
- Accurately display your name and e-mail address on all of your communications.
- Send your e-mails on a regular schedule so they are expected.
- Avoid using "spam themes" in your subject lines or copy. (Bulk-mail advertising concepts or words that prompt blocking include "mortgage rate" or "cheap prescriptions").
- Investigate and correct all e-mail "bounce-backs" to ensure delivery of your message.
E-mailing reporters
E-mail is the most common method for communicating with new media reporters and editors. But the vast majority of e-mails sent to journalists are never read. Here are tips to ensure your e-mail is opened and read:
- Use the word "news" or information for reporters or "story idea" at the beginning of your e-mail subject line in brackets.
- Include the reporter's name or the title of his/her column or beat in the subject line.
- Don't get cute or vague in a subject line; it makes your e-mail sound like spam.
- Make your most newsworthy points at the top of your e-mail message—don't expect a reporter to scroll down to find the news.
- List your contact information, including cell phone, e-mail address, regular address, fax number and Web site URL at the beginning and end of the e-mail.
- Include a link to your Web site if you have additional information, such as photos, press releases, bios, surveys, etc.
- Don't include more than a short pitch letter or press release in the body of your e-mail.
- Check for typos and grammatical errors!
- Avoid using attachments unless you know the reporter or he/ she has requested them.
Web site basics
Given that more than 75 percent of Americans have Internet access, it's no wonder that one of the first places most people look for information—on just about anything—is the Internet. If you want your organization's Web site to be viewed as a useful resource, remember that simple is best.
Research shows that Web users prefer sites that are easy to scan, easy to navigate and easy to search for information they want or need. With that in mind, your Web site can be a valuable marketing tool for your organization if you:
- Update content regularly.
- Write information in clear, concise language.
- Edit and proof content for typos and grammatical errors.
- Organize the site intuitively so it's easy to navigate.
- Design the site to be visually appealing but not so full of bells and whistles that it detracts from readership or slows down the process of opening and viewing your site.
