WorldPressLounge
As head of a regional press office, Mik investigated a number of different platforms (as well as the in-house
approach) to provide the quality, pro-active online media relations facilities he was after.
Some were simply far too expensive,
others were over-engineered by IT specialists and lacked flexibility. Media relations, especially successful pro-active media
relations is a creative process. Where packages sought to reduce press office workload by automating processes they also removed
this creative element that is best done by a skilled journalist.
Mik was most critical of web ‘newsrooms’ that did no more than
upload the latest news releases in date order – with barely any interactive content. He wanted something that worked like a
real press officer to help, support and build relationships with the media.
The JournalistsPressLounge fitted the bill and Mik
was able to work with the IT company to mould the product for his own use. He found JPL offered real value for money by concentrating
on improving media relations. It was a package designed by people with journalistic experience and aimed clearly at providing
a service to the media. It is affordable and has extra modules that can be added only if needed. It can be managed effectively,
not automated.
The JPL is now the core of the online media relations service offered by Actuality Media. When effectively
managed it has the ability to substantially increase the capacity of small to medium, busy press offices by providing well-thought
out packages of information that are constantly available for the media. The answer lies not in automating press office functions,
but in harnessing journalistic skills via the web.
This is not a virtual press office – it’s the real thing!
