How to Select Partners to Communicate Your News

WHITE PAPER
How to Select Partners
to Communicate Your News
Chances are your company has Broadening the list of vendor Ask for a description of the latest considered a vendor partner to partners allows you to cater to and greatest features and services communicate your news to "the the dynamic nature of your news, the vendor is proposing. Find out rest of the world" (for instance, giving you the agility to creatively not just how they work, but why PR Newswire, Marketwire, Business package each news item appropriate they are popular. Ask who is using Wire, eNR Services, to name a few). to its content. While it goes against that type of service and what sort Perhaps you have pledged allegiance conventional wisdom to add more of market it is reaching. And ask to a single vendor resource over vendor partners to your team , it's the vendor what services and the years. Or maybe as a B2B crucial to do your research and technologies are on the horizon company you seldom see the benefit create a strategically-selected network - what can you expect in the of broader distribution of your of vendors to distribute your story next year or so?news over the wires, which favor the way it needs to be told.B2C communication. Evaluation criteria:Make demos worthwhile . Media list - How broad, how deep, With the constantly-changing During the vendor selection process, how targeted. If you outreach to a media landscape and the growing engage prospective vendors in the very specific trade audience, come demand for media communication 1-hour demos they offer. Come with prepared with 2 or 3 examples you via 2.0 channels, you need to specific, pointed questions, and hope to see in the vendor database. reconsider both your news and the don't hesitate to email a list of key Don't be tantalized by their depth vendor partners on whom you rely concerns to your contact ahead of of media contact information if your to distribute it. It could mean the time so they are prepared to speak audience isn't in there. That being difference between a purposeful, to your specific needs. Beforehand, said, in the 2.0 world, consider engaging and long interactive life have a sense of the traditional direct-to-user content as well; don't for even the "smallest" news item, pattern of your news (Is it usually balk at welcoming bloggers, online and a costly yet low-impact news corporate? Product-related? Human publications and strategic consumer distribution program that saps interest? A mixture?) and look for the groups onto your list (CisionPoint's valuable resources. The following aspects of the vendor offering that media list is impressive because it are some key considerations to help are going to enhance and promote includes industry blogs).guide your selection process. your company's specific story. . Live links for SEO - Make sure Contracts vs. À la Carte you have the option to include Approach demos as idea-generating hotlinks in order to drive traffic to This comes down to a question sessions as well. Look for what new your website.of agility. At this time, no "one- capabilities the vendor may offer to stop" vendor has the capabilities tell your story and connect with the . The "lifetime" of the release on to fully service the range of today's media (PR Newswire's ProfNet, for the web - Look for a vendor that convergent PR needs. If your example, is an innovative method allows news releases to live as their company aims to participate in 2.0 to promote expert sources). Don't own web page indefinitely.news distribution techniques, you discount tactics that your company . Handling of video and audio should forego year-long contractual has not previously tried. Find out components - Even if you are not agreements and opt for à la carte why some companies are using those currently distributing news items offerings from a variety of vendors. tactics and what benefits they gain with these components, from them.you probably will. Make sure you . Keyword analysis - If keyword have a vendor partner poised to selection and tagging are not a News Distribution properly handle these media. part of your process already, is the . L ook and feel - Your news is vendor poised to provide keyword Services: Ideas that
your brand. (Marketwire does analysis, helpful advice and tips? Connect
a great job.) (PR Newswire has a helpful 1. C reate a strategic... [download for more]