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Guest ColumnFirst Log-on of the Day: a Journalist on todayâs InternetBy Dee Rambeau, DVCO Agency ăWhew, what a night! These 3 am deadlines for RSABC.com are brutal. Here I am back at my desk already at 9, with a fresh deadline approaching this afternoon.ä With a mere 5 hours of REM sleep, our intrepid, young reporter is trying to make a name for himself by taking on the writing responsibilities for RSABC.com as well as his regular weekly column for the magazine. Despite the magazineâs great readership, falling advertising numbers has forced many on the staff to pull double duty·at least those that are still around. Cup of coffee number one in hand, our columnist sits down to tackle his daily communications. ăA 3 am deadline and now a 3 pm deadline·Iâm going to be sure to include this stuff in my memoirs one day. Okay, letâs see·into the inbox. I only have 173 unread messages. Junk, junk, junk·my rotisserie baseball results from last night·man I hope those knuckleheads donât strike·Iâll never go to another game as long as I live. Wait, hereâs a response from that PR person at TopAgency. My request for a photo of the CEO has been approved for publication. Gee, isnât that nice considering I wrote
the article yesterday and needed it then. Oh well, your client didnât make the article. You might want to just put the photos in their media room next time! Oh thatâs right, they donât have one·oops! The rest of this stuff is unsolicited email from lots of people I donât know. I wish I had time to read it all, but I have a story to write and no time to do it. Delete, delete, delete·oh hereâs one with 4 pdf attachments·double-delete.ä Cup number two in hand, our earnest, yet overwhelmed scribe tackles some final research for his column due today about the online concierge industry. He has fleshed out his article with several industry leaders, using Yahooâs search engine and keywords ăonline conciergeä to initially find the companies. The first listing is for VIPDesk.com, consistently shown at the top of the search results page. ăSomeone there is doing their job· good site·very clean media room·press releases current·management bios, industry news, an online demo·good stuff. Okay, I need a sound byte and a picture of the
CEO·no photos in the media room·hmmm. Iâll call the PR contact and set up a phone interview and get a photo. PR person has an email link, but no phone number·bad. Iâll send her a note, but I really need a fast response to meet my deadline.ä Lunch now done and coffee cup number three in hand, itâs back online with two hours to go until deadline. ăOkay, I have requests out to three companyâs PR representatives. Here is an email from VIPDeskâs PR person with an attached JPEG of CEO Mary Naylor and a direct phone number to her office·very nice. Iâll give her a call shortly. Good·good, I have a note back from Concierge.comâs PR rep with a link to their extranet siteâs image gallery. Uh-oh, I have two messages here from Mailer-Daemon that my email did not get through to press@InetNow.com or to media@InetNow
I definitely donât have the time to call these guys. Guess theyâre not going to make this story.ä With his column posted at 2:47, our youthful beat writer logs off, turns off and heads to the rowing club for a little workout in the scull. The PR professionals at InetNow sleeps happily ever after, never knowing the opportunity they missed. In this yearâs 8th Annual Middleberg/Ross Media Survey; ăFor the first time, journalists covering breaking stories say they are more likely to turn first to a corporate Web site that to a live source at the company or in the community.ä Are they finding what they need on your Web site or your clientâs Web site? DVCO AgencyDVCO is a business communications company providing products and services to other business communications professional. Our products are based on our proprietary technology "DVCO Now!" Our services are based upon years of diverse experience as business communicators. This powerful combination allows us to work directly with corporate communicators or with the agencies representing them. 1800 Platte Street - Denver, CO 80202 Submit your "Guest Column" today directly to our staff at Tjfr@NewsBios.com. August 28, 2002 |
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