20 April 2006

Lisa LaMotta
As published in PRWeek, April 17, 2006

Our company deals with journalists from a variety of regions. How do we address this in our online newsroom?

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Reliable automated translation isn't available yet, she notes, but if an internal or external workflow process is set up, translated company news can then be posted into the newsroom. "The journalist chooses a particular country from a drop-down selection box and the news is displayed in that format for easy access," Woodall says. "Professional translation companies will be aware of the cultural differences that require attention."

"Zone differences should also be considered," adds Steve Momorella of TEKgroup. "The online newsroom is a 24-hour news source. Press releases should be set up, or embargoed, to go live in the newsroom and distributed based on the most opportune time."

Crisis comms
We need to get an immediate product recall out globally. What's the best and fastest way to reach the most people?

The Web is fast and global, says Romina Rosado of The NewsMarket.

"First, use your company Web site to put information of the recall on your home page immediately," she advises. "[It] should detail what consumers can do, where to learn more, and list a contact number and e-mail for questions.

"To reach journalists across the spectrum," continues Rosado, "consider using a Web-based video distribution platform to tell your story fast and wide."

She also suggests publishing online audio and text in multiple languages, along with raw video content, so it's easily used in a variety of countries and outlets.

"Line up spokespeople in multiple countries who speak the local language," Rosado says. "Even with online distribution of your content, they can serve as your front line to respond for a successful recall effort."

Hispanic marketing

How can you market to the growing Hispanic population?

To service the booming Hispanic market, there are now approximately 700 Spanish-language radio stations in the US. With so many Hispanics tuning in to radio, says Ris' Birnbaum of Zcomm, there are growing opportunities to effectively target this expanding and interested group.

"Spanish-language stations are even more receptive than general-market ones to radio news releases and RMTs," she adds. "Spanish takes longer to speak than English, however, so a 60-second script needs to be shortened by about 30% in order for it to remain 60 seconds in Spanish."


How do you ensure your marketing messages get through?

Calls are becoming louder for a new publishing standard in Real Simple Syndication (RSS), a rapidly growing technology to syndicate headlines to subscribers and Web sites. Lewis Kelley of Rush Technologies says, "We have yet to find a way to renew the tremendously useful medium of e-mail. However, we can't afford to ignore the growth of RSS feeds as a preferred way for many businesspeople to receive information. RSS is on the cusp of widespread use.

"With more ISPs rejecting e-mails solely [because they] receive a certain threshold number of bouncing e-mails from a given source," he adds, "marketers can benefit from early exposure to distributing information via RSS. They can also receive valuable feedback from their audience on what types of content they would like to have."

Send your questions to toolbox@prweek.com. Please contact Lisa LaMotta if you are interested in contributing to PR Toolbox or to suggest ideas for future columns.


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