BEYOND THE BASICS: Online Media

The Internet offers a variety of new tools to reach more people with more information, more quickly than conventional media tools. It is emerging as an effective supplement to, not a substitute for, other traditional news sources, offering opportunities to deliver key messages to a broad set of audiences.

Working with Online Media

Like journalists at conventional news publications, editors of e-zines, e-newsletters, and news/informational Web sites look for issues and stories that will be of interest to their subscriber or visitor bases. Since many of these electronic publications are available for free, it is easy to access them and develop news hooks and stories that are likely to appeal to their readership.

To find out what online resources are available in local communities, spend time researching appropriate online publications and Web sites. Directories like Yahoo! and search engines like Google are good resources. Visit the sites and subscribe to e-mail newsletters in order to familiarize yourself with the type of materials and coverage they offer. (For more online media ideas see our Alternative Media page, and our Student Ink page.)

When exploring online media and Web sites, ask the following questions to determine whether a particular outlet is appropriate for local media efforts.

• Is this a special interest Web publication or site? Does it target a specific audience that is likely to be interested in the campaign?

• 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?

• Does this Web site link to other community organizations and groups? Does it have an e-mail subscriber list that members of our target audiences would subscribe to?

Contacting Online Media

Once it is determined whether an online site or publication is a good outlet for outreach efforts, contact the Webmaster or producer. It is often possible to find out who this person is by clicking on the Web site’s “Contact” link.

When contacting online media remember that the majority of Webmasters/producers prefer to be contacted solely via e-mail. It is fine to include your other contact information (phone and fax numbers) in messages for the journalists’ convenience, but plan for the majority of communication to take place online.

Remember to keep all e-mail communication short and to the point and to use a descriptive subject header. Always cut and paste the text of releases or documents into the body of an e-mail, as many contacts will not open e-mail attachments due to concerns about computer viruses.

Following-Up

Just as with traditional journalists, it is a good idea to follow up on messages sent via e-mail. First though, go back and check the site or publication to see whether your information has been used. Some editors will use information without directly responding back to your e-mail. If the information has not been used, it is fine to ask for feedback in order to learn how to provide materials that may be a better fit in the future.

Tips For Gaining Online Coverage

• Contributed articles: Remember that some sites or publications will not post a press release, but they may be amenable to running a bylined article or op-ed piece. If so, this can be terrific exposure for the campaign. Look for opportunities to provide timely materials.

• Linking opportunities: When contacting sites to request coverage, do not forget to ask them to provide a link to www.actionforchange.org, 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 lists of links to useful sites. Some sites will also post a logo, so be sure to offer to provide the Raise Your Voice logo. Once established, such links can remain in place for extended periods of time.

• Leverage campus connections: If working with partner organizations on campus ask that their Web sites post a link to www.actionforchange.com. The more sites an organization has linking to it, the easier it is for the target audiences to find it.

• Keep an eye on online communities: If there is a local online community with periodic comments about youth-related topics, it is a good idea to keep tabs on what’s being discussed. These forums can be a great way to find out about concerns and emerging issues, as well as nascent rumors. The forums should be primarily viewed as sources of information, not participatory opportunities. Direct participation, if any, should be extremely limited. It is never a good idea to respond in anger or irritation.