SolveYourProblem
eMarketing Series:
How To Write A Press Release
That Blows Away
Editors & The Competition
( 30 pages )
But what
if your news reaches beyond the scope of your local clipping
service? Well, there are options for everyone. And they’re all as close
as your personal computer. Some of the most prominent clipping
services are:
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www.newsdesk.com touts itself as “the premier news and information network
for the hi tech, healthcare, entertainment and transport
sectors - the communications bridge between the world's
PR professionals and the journalists world-wide who they
aim to influence.”
The cost is not openly displayed on the site, as it says
to contact the sales team. But usually, it will depend on
the difficulty they’ll have in tracking your message, and
the subject matter and publications you’re targeting.
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www.dowjones.com allows you to sing up and tailor your news to your
specifications. Their counterpart, http://bis.dowjones.com
integrates content
from the top national papers, Dow Jones & Reuters
newswires, business journals, market reports, and
web sites. They charge
an annual password fee, plus additional fees for
viewing articles from the CustomClips service.
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www.newsedge.com caters to “Time-strapped CEOs who need mission critical
intelligence to gain the competitive edge.” They filter
thousands of news stories daily for the most relevant documentation,
and then deliver it to your desktop to keep you ahead of
your competitors.
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www.businesswire.com offers non-journalists a chance to sign up for IndustryTrak,
a fee-based service that includes a personalized Business
Wire headlines and additional news sources. IndustryTrak
is customized to show only the news releases that you need
to see based on the profile you complete.
While the releases
are segmented into seven industries on the public site, they
are not further divided into the news category headings that
you are able to select in your profile. IndustryTrak stores
your news for 30 days.
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www.clippings.com provides a daily, email-based automated press clipping service.
They select your clips based on key words you provide, including
your company name, location, subject, etc.
Each day, you receive an email with links to each and every
article, ranked in order of importance, regarding your specified
keywords. The cost? A whopping $6,000 for three months and
up to five keywords. Want to try for one year? You’re looking
at $20,000. For full access to the archives, it will cost
you $40,000.
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www.broadcastcommunication.com specializes in radio and television monitoring. They have
a national database of associates, so they are able to cater
to any market. What do they do? Radio and TV news clipping
are provided via a clip of a broadcasted news segment.
Video clips are usually provided on VHS tape, but can also
be delivered via more modern methods (.avi, .mpeg computer
video formats). Radio clips are normally provided on audiocassette,
but can also be delivered via more modern methods (.wav,
.au computer sound formats).
The cost? They won’t say. The site asks you to contact them
for pricing information, because “Every client is different.”
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www.bacons.com offers standard clipping services, which cater to the more
traditional methods of monitoring your news, NetClips –
Internet clipping with e-mail and web site delivery, Electronic
Clipping – Database retrieval delivered daily by e-mail,
ExpressClips, which delivers an email every morning with
clipping from the top dailies and magazines, and a Clip
Analysis - Clip measurement reports on your standard clipping
account coverage.
Almost every
clipping service varies when it comes to their rates. No two
sites are alike, but be forewarned that it will cost more
to monitor major publications than it will to oversee your
own backyard media.
Another important
reason to use clipping services is because they provide you
with any mention of your competitors. Having up-to-date information
on your competition is paramount in any industry. You need
to know if one of their products is about to be launched head-to-head
against yours.
Clipping services
provide a more thorough account of all of your media coverage
than you could ever hope for. They keep a watch on newspapers,
magazines, radio, television, Internet, Usenet, Trade Journals,
and everything in between.
Paying for the
privilege of having targeted news delivered to your in-box
every morning, or several times a week, will pay off in the
long run, because you’ll reap the rewards immediately by seeing
how effective your press release campaign was in garnering
your client the attention and coverage they hired you to get
them.
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