Before the next print edition of Sources goes to
press is a perfect time to make sure your Sources
listing is as effective as possible. Take a moment to review:
Your Sources listing can include up to fifteen contact
names. These names and their coordinates are vital because they
enable the media to turn to you for information in your area of
Whether you currently use one main number in your listing or you
have several people on your contact list, make sure the person who
answers the phone knows how to handle calls from the media and knows
to whom the calls should be transferred.
Review the skills of the people in your organization and select
a diverse range of spokespeople who are experts in specific areas
relevant to your listing in Sources.
Besides phone numbers, there are several ways in which you can
help the media reach you. Most listings include fax numbers; cellular
phone numbers, pager numbers, after-hours telephone numbers and
E-mail addresses are sometimes appropriate. Internet sites are also
helpful; a direct live link can be set up from your Sources
listing to your own World Wide Web site.
No matter what combination of coordinates you choose, the media
should be able to reach someone at your organization within a short
period of time. A contact list that makes it easy for journalists
to reach your organization means more interviews and press coverage.
More than 80% of organizations listed in Sources raise
their visibility in the print edition and on the Sources
Web site by including a logo. We need a good original
copy of your logo to be able to reproduce it well.
Your Descriptive Paragraph
Tell the media who you are and what you do. Fifty words are included
in your standard rate. A sixty word French-language descriptive
paragraph is also worth considering: Tell the French-speaking media
you are accessible to them.
Your Subject Headings
Your subject index headings are the most powerful feature of your
listing. Make sure journalists see your name under all Sources
subject headings relevant to your organization. Your choice of headings
tells journalists, editors and researchers you have expertise in
the subject they are looking up, and leads them directly to your
company or organization.
More than 21,000 carefully chosen headings reflecting a wide diversity
of topics are available to you in the Sources Subject
Index. To select or review the headings under which you want journalists
to find you, start by going through the Subject Index in your copy
of Sources. Look for headings which are relevant to
your organization, headings that best highlight your areas of expertise.
To help you find the subject headings most appropriate to you,
we have developed lists of headings arranged by broad category (e.g.
and Technology) and by somewhat more defined sub-category
We're happy to send you a list of headings in the category which
is relevant to you. Just ask. You can also download them yourself
Remember, the number of calls you'll receive from the media directly
relates to the number, newsworthiness and specificity of your headings.
You get out what you put in! Extra attention to the content of
your listing can result in more calls, more media awareness and
greater success. If you would like some suggestions or guidance
on improving your listing, or if you have not yet received your
renewal or update package, call Sources at 416-964-5735.
your listing and get the most for your dollars
find you: Getting the most from the Subject Index
directly with Canadian journalists
Sources magnifies your Internet visibility