Major corporations typically have a press room. This is often where they distribute press releases, a lot of which are not really newsworthy information. There is a disconnect between what the journalist is looking for and what the company produces for them. According to an ISEBOX 2016 Media Survey 41% or reporters visit online newsrooms daily, 76% want photos or video content, they also want it downloadable because they find they waste too much time with email size limitations and other items. ISEBOX is trying to sell their distribution service which ties right in to the survey which was done on the web which might have skewed the results due to the nature of the visiting journalists.
How to make it easy for Journalist to get your information in a crisis
Provide them with the content they are looking for. In order to do this you will need to assemble a team fast or hopefully you already have a team in place if you have a crisis prevention plan. In order to distribute crisis content you will need images, videos and a press release or a response to the situation.
Who should be on your press room team:
- Video Editor
- Your Crisis Communications Team
- Your Website Designer unless you use a SAAS such as ISEBOX (they did the survey so lets give them a little credit)
- C-suite executives
A crisis normally unfolds fast and these team members will need to be experts at what they do with some prepared content such as lower thirds for the video editor. The videographer may need to be hired on the fly depending on the location of the crisis. A photographer can take pictures of the person or place involved and has the potential to be used instead of the picture of the CEO covering his head with his shirt as he is being arrested.
One reporter from the Huffington post noted that it is hard for her to submit an article without an image. Your company providing images gives you at least a chance at controlling your brand at a time of crisis. Otherwise the reporters may just grab the first twitter pic they come across and ask for permission to use it from some unknown twitter user.
After the crisis unfolds you will most likely have an SEO issue for years to come. By having a place journalist can link to you will increase your SEO value.
- Content must be distributed easily
- The more content you create the more you control the brand
- A Crisis can unfold fast, prepare in advance
- If they don’t use your message they will write their own
- Journalist time is valuable