Program Development
Captiva has a full offering of tools that we can utilize in order to create a viable public relations program for your company. We can either do all the set up and strategy to get a public relations program off the ground for your company to implement internally, or we can strategically develop a plan that our team of public relations specialists can execute for your company.
Program development often includes an online newsroom evaluation and strategy, media list creation and set up on the Empoweren News Manager.
Online Newsrooms
At the core of any contemporary public relations program is the online newsroom. Online newsrooms create a one-stop-shop for journalists to gain all the information necessary to write a story about your company. The TEK International 2007 Journalist Survey found that half of all journalists use online newsrooms at least once a week and that more than 85% use them every month. Additionally, your audience uses your online newsroom to stay in tune with new happenings within your organization. While each company’s needs in an online newsroom are distinctive, here are some of the essential pieces present in most newsrooms:
- Company Press Releases
- Executive Bios
- Client Case Studies
- Downloadable Images
- Fact Sheets
- Links to Published Stories
Targeted Media List Creation
Before you can send press releases or company news out to key editors, you need targeted media lists with the contact information of editors in your niche industries. These media lists help direct your entire public relations program. Captiva Marketing not only uses a comprehensive media database to pull media lists for trade magazines, consumer magazines, newspapers, blogs, TV Stations, and radio stations, but we can also utilize information gained in a competitive backlink analysis to identify other online opportunities.
Empoweren News Manager can help organize your public relations campaigns. It allows you to create newsrooms that organize your company’s public relations pieces into one cohesive space while serving up all press releases in search engine friendly pages.
Empoweren publicist allows us to set up a press release distribution system. With it, you can automatically send your press releases to key editors with just a few clicks. Plus we reroute all emails through a 3rd party server in order to keep your server’s email volume low.
