In the public interest
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The media’s job is to keep the public informed of matters ‘in the public interest’, making them a potential ally when making changes to your services or schedules. Lookatmedia helps you manage your relationships with the media.
Travel isn’t only about the destination. It’s also about how you get there; your new services and routes are essential to travellers. Your challenge is to get your story out to the broader community, and the best way to do this is through media exposure. The question is, what’s the best way to get journalists and media groups to tell your story?
Newsworthy content
Immediacy is a crucial consideration for journalists. They want to report what’s happening in the world right now that impacts their readers or viewers. Your Lookatmedia™ centre provides you with a platform where you can create not one but many newsworthy stories about the changes you’ve made (or are about to make) to your services and routes.
Create a context
Why have you made these changes? What real-world benefits do they make to people? How do your changes impact your sector? What drove the decision to make these changes? Your new Lookatmedia™ centre provides an opportunity to create and publish long-form content to explain in more detail your choices and why they matter.
Add the human element
Your changes may have a significant impact on your sector, but what is their value to individuals. Adding a human-interest element to your content will provide journalists with angles on how to use it in editorial content.
Illustrate your story
Images and video are key elements in short-handing stories. Whether it’s simple graphics of your new routes, images of locations and experiences, videos of new services, visual content plays a crucial role in making your stories newsworthy. Your new Lookatmedia™ centre allows you to illustrate your content with images and video from your fully integrated Digital Asset Management solution. Once images and video are added to your stories, journalists and media representatives only need to register and log in to download these pre-approved digital assets in the exact format they need.
Low friction 24/7/365-day access
Don’t take this personally, but journalists don’t always have time for you. Often their deadlines don’t coincide with your PR teams operating hours. That could be due to a pressing deadline or the fact they are working on the other side of the globe. Your Lookatmedia™ centre takes all of this into consideration, providing a low-friction, no-touch environment where journalists and media representatives can access all the content they need without engaging with anyone. This is more of an advantage in dealing with journalists than you may think.
Reporting and tracking media engagement
Once a journalist or media representative has registered to download content from your Lookatmedia™ centre, you can track their engagement and what impact that has on your brand. You also build a contact database that you can use to promote other content on your media centre or send press releases, which can also be created and sent directly from Lookatmedia™. Reporting allows you to see what content is being used and by whom. If you use media tracking services, this can help close the loop on your brand's media exposure. It can also help direct your investment in creating visual assets for your brand.
