A telephone call today from the editor of an industrial publication covering the world of instrumentation who had decided to use a press release we had sent on behalf of a client. Good news indeed to win the editorial lottery as the more usual response is a fax offering to publish for a £100 or so – to cover the cost of colour separations don’t you know - or the press release had just gone straight in the trash can. As a matter of economy for our clients we have long since stopped sending out printed, double spaced press releases accompanied by glossy photographs, instead we send a branded html e-mail with a small low-resolution image. So when the editor requested a high-resolution image for publication, in less than 10 seconds it was on the editorial PC. How did we do this? Well thanks to Virtual News Office the conversation went like this….
‘Do you have internet access there?’
‘Yes’
‘OK, go to the client web site … are you on the home page?’
‘Yes’
‘See the News Office link?… click on this and you are now on the news index page with thumbnails, headlines and opening lines of each recent story. The one you need is currently second on the list …. click to open and there is the image you want, available at different resolutions and with captions and photo credits.’
‘Great! I am downloading now, thank you.’
Our view is we should make it easy for editors to get the information they need about a company, not just press releases, but background information too. To find out more about how we can help, take a look at Technical Marketing’s web site.
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