Contacts are the people you've selected to respond to journalists.
Many organizations funnel media calls to their public relations
departments. Others select contacts possessing expertise or choose
contacts from each province. Some organizations include only their
main phone and fax numbers. It's up to you to decide what is most
appropriate for your organization.
Generally you'll get more for your media relations dollar by including
as many contacts as appropriate. A generous 15 contacts, each with
full co-ordinates, are included with your listing.
A contact can simply be a name and phone number. We recommend:
name, title, mailing address, phone number, fax, E-mail, World Wide
Web address, an after-hours number and cellular phone number. The
more communication options you provide the more your Sources
listing will appeal to journalists.
Canada has five time zones. Additionally, the media often call
after regular business hours. The easier you are to reach the more
likely they are to quote you. Respond as promptly as possible to
media calls. If you've listed your E-mail address check it at least
Ensure all your contacts in Sources are at least
aware of, and preferably briefed about, handling calls from journalists.
Review internal policies for handling media calls. Check out the
article on telephone procedures in HotLink 7 - " Your
virtual storefront" for tips on handling media calls.
Monitor your media relations activity. A person in your organization
should be given responsibility for keeping track of media coverage.
You may be getting more calls than you realize. Each is an opportunity
to get your message heard. And clippings and broadcast mentions
can be valuable promotional tools.
For help with contacts or any other aspect of your Sources
listing, call us at (416) 964-5735. For great advice on factors
to consider when selecting spokespersons for your organization,
take a look at Al Rothstein's article
on page one of this issue ofHotLink.
Getting the most
out of your Sources Listing
your listing and get the most for your dollars
find you: Getting the most from the Subject Index
Sources magnifies your Internet visibility