Rethinking Media Relations

Minco also posts white papers, frequently asked questions, demo videos, and new studies addressing critical industry issues on its Web site as part of the effort to position the comp-any as a trusted and reliable information source. “Using these tactics they’ve managed to create more value in the Minco brand, and become a trusted resource that other design engineers know they can go to for help with questions,” Schermer says.

Breakthrough Using New Media

The advent of blogs, e-newsletters, content-rich Web sites, and broadcast e-mail tactics allows companies to promote themselves, stake out positions as industry experts, and shape reputations in ways that are more cost- and time-efficient than ever before. But new media also presents dangers, LaBreche says. For example, blogs that are thinly veiled attempts at self-promotion will often be ridiculed by other bloggers or regarded as not authentic by readers.

“When organizations step into this arena, they need to know it’s more transparent and risky because they are not just engaging target audiences, but any-one in cyberspace who wants to weigh in with an opinion,” LaBreche says.

Case in point: While one of LaBreche’s clients—a CEO based overseas—was reading a European newspaper, he came across a news article about his company that was less than flattering. The next morning he promptly went on line and posted a comment on the newspaper’s Web site. The upset executive’s posting quickly became a lightning rod for attention—and eventually triggered an international reaction from readers on line. “He knew immediately he shouldn’t have done it,” LaBreche says.

Her firm shifted into crisis mode, essentially taking over the voice of the CEO for the next four days to calm the cyberwaters. Among the initial steps LaBreche took to handle the crisis: Set up a screening mechanism to determine which comments should be responded to and which should be ignored. “We monitored all the online chatter and weighed in where we thought it was appropriate,” she says. Automated e-mail responses were prepared to let people know they’d been heard, and to detail next steps in the dialogue.

“We’ve seen rapid change in how quickly opinions are formed because of the Internet,” McKinney says. “It used to be it took a lot of time for an entity to become known and for people to have opinions about it. Now unknowns become known over-night, and bad customer experiences spread like wildfire.”

Shaping Impressions of Nonmedia Audiences

While building win-win relationships with the media is critical, what’s equally important is establishing good relations with customers, vendors, and internal employees. How these audiences perceive your organization goes a long way toward creating repeat business, sustaining profitable partnerships, and retaining your best and brightest employees.

Service-related “how-to” articles on company Web sites or in e-newsletters also can draw nonmedia audiences. Providing tips on troubleshooting computer programs, using outdoor equipment, or buying insurance creates the impression you have customers’ best interests at heart, and aren’t just trying to sell them something.