|
Although there is much more to an effective PR programme than a thick
press clippings file, good media relations are usually vital to the
success of a client's public relations strategy.
Chelgate has repeatedly shown its ability to build relevant and positive
editorial coverage for its clients. The record shows that our clients
feature consistently and positively in the national and regional press,
on radio and television, in their trade, professional and specialist
press, and in the financial media.
Our secret - if there is one - is that we work with the media. We provide
information which journalists value, which they know is accurate, of
real interest, and professionally presented. The result: a strong and
healthy media profile for our clients.
Now the Internet is creating a revolution in media relations technology.
We can attach sound and video clips to our clients' news releases and
statements. The sound clips can be downloaded at broadcast quality by
broadcasting stations anywhere in the world. An e-mail from Chelgate
alerts them to the fact that the clip is available, and the interview
or statement is right there ready to use.
At the same time the emergence of on-line media as a powerful and influential
sector in its own right demands special skills in new media relations.
Please visit our New
Media page for more on this.
Our experience in crisis
and issues management also means that we have a special expertise
in helping clients deal with hostile media attention. We believe this
capability has to be part of any serious media relations strategy. A
negative story can easily undo months of positive media relations work.
Chelgate broadcasting
 Here
at Chelgate we have our own sound studio.
One thing that this allows us to do is to place broadcast quality sound-clips
on web sites and press rooms. We alert the broadcast media by e-mail
that these are available, and they can then download for use in their
own news programmes.
This can be particularly useful in crisis communications where you
may want to have your chief executive, say, or your company spokesperson
giving an on-the-record comment or explanation about the situation for
use by the broadcast media.
Sometimes we’ll do this as a simple statement. At other times,
we’ll conduct an interview. Either way, broadcasters can download
the clip and use as much or as little as they want, as a studio quality
contribution to their broadcast. All we have to do is e-mail them to
say it’s available to download.
Another advantage of our sound studio is what we call the virtual studio
tour. Because our studio is set up with full ISDN line broadcast facilities,
radio stations can interview our clients down the line, and it sounds
just as though we’re in their studio.
At times, we’ve lined up six or more studio interviews for a
client in a single morning, with broadcasters all over the country,
and that client has never had to leave our office. The media like it,
because it gives them convenient, quality access. Also, of course, this
makes really effective use of our client’s time. That’s
good media relations.
|
