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Rarely does a single media release fit the needs of all journalists and media groups. Providing alternative storylines and images for the same subject matter allows the media to find more content that fits their needs.
The traditional approach to online PR resources for journalists is binary. You can have a media release and maybe a media kit. Anything else, and you’re going to have to call us. That doesn’t work as well for journalists or media representatives as it once did.
The same reason texts replaced calls
The rise of text messaging seemed counterintuitive. Why would you write to someone when you can say their name into a smartphone and talk to them directly? The answer is texting allows you to limit the conversation and respond when it’s convenient to you. This is also why journalists like to have frictionless access to the resources they need to write and illustrate their stories. They have less time than ever to meet their deadlines and don’t have time for long conversations and callbacks. Lookatmedia™ centre provides them with all they need, when and where they need it.
‘…AND NOW, THE NATIONAL ANTHEM’
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The era of the media centre or newsroom that depends on PR team support for every transaction is as irrelevant to the 24/7 news cycle as the test pattern is for TV.
‘…AND NOW, THE NATIONAL ANTHEM’
Getty Images/iStockphoto
The era of the media centre or newsroom that depends on PR team support for every transaction is as irrelevant to the 24/7 news cycle as the test pattern is for TV.
The extinction of the test pattern
If you were born before 1970, you probably remember the test pattern. It came on usually around 11 o’clock when the days broadcasting finished on your favourite TV channels. It signalled that broadcasting was finished until the following day. The thought of TV or any other channel shutting down for any period is inconceivable. Yet, many PR strategies are limited to when your PR team can take a call or respond and email. There’s also a lag between when that communication is received and when journalists get the answers and resources they need. That doesn’t work very well with a 24/7 news cycle.
More choice, no waiting
Your Lookatmedia™ centre was developed to meet the needs of what the media needs today. It allows your team to create, illustrate and publish media-friendly storylines faster than ever before. It provides 24/7/365 days a year low friction access to all the ideas and resources they need to create their high-quality original content. It reduces dependence on the need to talk to your PR team to almost zero.
The gift of time
If you sat down and looked at how much time your PR team spent simply responding to questions, compiling links to a specific image and video requests, you’d be surprised. When an event or festival is just about to start or is in progress, this time increases, often to the point that media deadlines are missed for some journalists. Lookatmedia™ is designed to reduce the time your team spends on these tasks, allowing them to spend much more time on the significant opportunities and new content requests that will have the most significant impact on your event or festival's success.
More time to play
Whether you have a PR team working on a festival all year round, or a PR member allocating a few hours to a small event, Lookatmedia™ can help improve their performance. If your team is working 12 months a year on an event or festival, Lookatmedia™ allows them to create lots of enjoyable, illustrated story ideas, and publish them on your Lookatmedia™ centre. It makes it possible to experiment with multiple storylines and appeal to a broader group of journalists and influencers. The same is true for a PR member working on a smaller event. In both cases, Lookatmedia™ allows them the opportunity to experiment, create and publish everything from media releases, news, event info and story ideas to backstories.
The pot of gold at the end of the rainbow
Rather than chase the images and videos they need, Lookatmedia™ provides a colourful path to where they can be found. By simply clicking on any image or video in an article published on your Lookatmedia™, journalists, media representatives and influencers are invited to register to gain access to a whole library of visual content. Access can be instantaneous and they can come back anytime to download all the preapproved, channel optimised images and videos they will need to create their own illustrated content. This frictionless access makes your PR team and journalists very happy.
Keeping your look fresh
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Lookatmedia™ makes it simple and practical to keep content for the media fresh, ensuring they will never outgrow interest in your organisation.
Keeping your look fresh
Getty Images/iStockphoto
Lookatmedia™ makes it simple and practical to keep content for the media fresh, ensuring they will never outgrow interest in your organisation.
Tailoring your offer
You and your team may have a general idea of what content journalists, media representatives and influencers want, but do you have a full view of what’s piquing their interest. Lookatmedia™ allows you to track the content getting the most attention and monitor image and video downloads to every user. This information can be viewed quickly, allowing your team to learn what works and tailor new content to meet demand. It’s another way your Lookatmedia™ centre helps you tailor the experience of every journalist and media group.
