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  • Answer Upon - Publicists: It's Time to Embrace the Technology of Online Press Kits

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    your client in a story instead of someone else is contingent on whose information is easiest to get. If it takes all night for your client’s press kit to reach their desk, you might get bumped.

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    So you have a cell phone, a Palm Pilot, an automated office complete with teleconferencing, remote-access, Web site and e-mail addresses. So what? Just because you’re always available to the media doesn’t mean the media has easy access to your clients. What will your high-tech office be able to do when a reporter wants a press kit at 7 p.m. on a Friday evening? Nothing – except hastily prepare the hard copy kit for a costly overnight shipment.

    There is a simple way to eliminate the need for keeping a large inventory of hard copy press kits and reduce your dependency on the shipping company guy: publish your clients’ press kits online.

    Making the move from hard copies to press kits published online that are always-accessible is essential in today’s age of e-mail. The corporate world lives by e-mail; reporters and other media professionals are no different. These people are busy and time is always of the essence when they’ve got deadlines breathing down their necks. The decision to use your client in a story instead of someone else is contingent on whose information is easiest to get. If it takes all night for your client’s press kit to reach their desk, you might get bumped.

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    What will your high-tech office be able to do when a reporter wants a press kit at 7 p.m. on a Friday evening? Nothing – except hastily prepare the hard copy kit for a costly overnight shipment.

    There is a simple way to eliminate the need for keeping a large inventory of hard copy press kits and reduce your dependency on the shipping company guy: publish your clients’ press kits online.

    Making the move from hard copies to press kits published online that are always-accessible is essential in today’s age of e-mail. The corporate world lives by e-mail; reporters and other media professionals are no different. These people are busy and time is always of the essence when they’ve got deadlines breathing down their necks. The decision to use your client in a story instead of someone else is contingent on whose information is easiest to get. If it takes all night for your client’s press kit to reach their desk, you might get bumped.

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    ping a large inventory of hard copy press kits and reduce your dependency on the shipping company guy: publish your clients’ press kits online.

    Making the move from hard copies to press kits published online that are always-accessible is essential in today’s age of e-mail. The corporate world lives by e-mail; reporters and other media professionals are no different. These people are busy and time is always of the essence when they’ve got deadlines breathing down their necks. The decision to use your client in a story instead of someone else is contingent on whose information is easiest to get. If it takes all night for your client’s press kit to reach their desk, you might get bumped.

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    in today’s age of e-mail. The corporate world lives by e-mail; reporters and other media professionals are no different. These people are busy and time is always of the essence when they’ve got deadlines breathing down their necks. The decision to use your client in a story instead of someone else is contingent on whose information is easiest to get. If it takes all night for your client’s press kit to reach their desk, you might get bumped.

    I know what you’re saying right now. “But, Drew, I e

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    your client in a story instead of someone else is contingent on whose information is easiest to get. If it takes all night for your client’s press kit to reach their desk, you might get bumped.

    I know what you’re saying right now. “But, Drew, I e-mail my clients’ press materials to the media.” Well, that’s great, but just because reporters use e-mail doesn’t mean they open every stranger’s message that arrives in their inbox and it especially doesn’t mean that they even bother opening your attachments. Why? Because it’s too risky.

    First of all, everyone knows not to open an e-mail from someone you don’t know; especially if there’s an attachment. This is e-mail safety 101. Strange e-mails with attachments usually mean one thing: virus. At least, that’s the take of most business’s firewalls and anti-virus protection systems. You may think you’re making waves by mass e-mailing your media lists with attached press releases, but how many calls are you getting back? Not many, since your important e-mail has been tossed out with the “wasser” worm and those annoying “enlargement” e-mails.

    So what’s the solution? Reject technology and start snail-mailing and faxing again? No. Embrace technology and publish your press kits online.

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