PATRON SAINT PRODUCTIONS, INC.
~  CHAT TRANSCRIPT  ~
Patron Saint Productions, Inc.
Internet PR Chat Series

Topic: Online Newsrooms
Guests: Steve O'Keefe, author of "Complete Guide to Internet Publicity"
Date: April 18, 2008

LAST SESSION
Opening URL: http://www.microsoft.com/presspass/default.mspx

Who uses online newsrooms?
- Journalists to gather information, background and supplemental information
- Company in crisis
- Non-media trying to break through. Customer service inquiries, job applicants
- Investors and analysts
- Attorneys and investigators
- Own employees and investors

What should a newsroom contain?
1. Must contain
      - Contact information
2.  Should contain
     - News releases, current
     - High-resolution artwork
     - Searchable news release archive
     - Financial Information, especially for publicly traded companies
     - Management profiles EXAMPLE: http://www.microsoft.com/presspass/exec/default.mspx?group=A-D

3. Bells and whistles
    - Newsletters
    - Transcripts of speeches
    - Calendar of events
    - Stand on political issues
    - Roster of employees, directory
   - Broadcast room EXAMPLE: http://br.thenewsmarket.com/Microsoft/br/Login/LoginPreRegistration.aspx
    RESTRICTED ACCESS
        - Contact information OK so emplyees are not spammed
        - Could limit coverage for your business
4. Should not contain
    - Dated material you cannot maintain
    - Message boards
   
EXAMPLE:  http://www.apple.com/pr/
    - Contact information: public
    - News release example: Final Cut Server Shipping
        - No personal contact information on release because of archive issues
    - Images for the media: Airport Express
        - Include format of the artwork including size

ONLINE CRISIS COMMUNICATIONS:  2 Strategies
1. DUCK: what crisis, what problem?
    - Pretend it is not there and hope it goes away
     EXAMPLE: http://www.southwest.com/about_swa/press/prindex.html
    - Archive of news releases
    - Special Web site to deal with media: http://www.swamedia.com
    - Making significant changes on a daily basis
2. STAND TALL: want your side of the story to be told.
    - Pro and con
     EXAMPLE: http://www.microsoft.com/presspass/legalnews.mspx
    - Provide exhaustive information on the topic
    - Document the entire story to get your side of the information out
    - Dark Web site - Emergency Web site that redirects people to the crisis information


Class Podcast:
http://www.authorviews.com/authors/promo/chatsessions/online_newsrooms.wav