ONLINE MEDIA ROOMS

Joan Stewart, the self-described "publicity hound," identifies four new PR trends, reports Larry Bodine. It won't surprise anybody reading a blog that blogging is #1 followed by RSS feeds. #4 is PR metrics.

But #3 drew my attention and appreciation. As a working journalist, it's a trend that I wish every law firm and vendor would follow: the creation of online media rooms -- i.e., a place on your website where you can include information routinely needed by reporters who are often on deadline.

EVERY firm/vendor should have a "press room" on its site, that includes:

* Images:  high-resolution, downloadable images  of firm logos, product "box shots," color photos of your executives and top lawyers, etc.

* Press releases: (NOT pdfs, that do not allow reporters to "cut and paste" information). Be sure that every press release contains a "boilerplate" section that contains the full and proper name of your firm and company -- especially if you use a shortened version of your firm/corporate name for routine business.

* Contact information: for marketing/PR staff (and it's helpful to have someone ID'd for after-business-hours contact, deadlines do not always conform to 9-5).

* Basic firm/company facts: Office locations. Number of attorneys/support staff. Driving instructions, that sort of thing.

Says Stewart: "Surveys show an increasing number of journalists are doing research online. Yet they're frustrated by the inability of companies to post up-to-date, relevant information at their websites. Reporters are bothered by things such as flash sites, poor navigation, no immediate contact information, forms they're asked to fill out, no print-quality images, and things they must download. Remember that many of them are still on slow dial-up connections."

Amen!