The media can have a significant "multiplier" effect in terms of generating traffic to your Web site. Treat the media as a distinct audience, and work with them - both online and offline - when you have new activities or announcements. Create a media "center" on your Web site, where members of the media can access the type of information useful to them - press contacts, access to spokespeople, organizational information, graphics, schedules, press releases and media advisories. Inform the media about your Web site, and encourage them to use it as a resource for research and information. This can help to promote your site; it can also reduce the costs of giving reporters the material they need.
The media can have also an effect on advocacy issues, and during times of crisis, e.g. during disaster relief efforts. Before you reach out to the media, make sure your Web site is correct, up to date, and well-designed. Once you do reach out to the media, start building a list of media contacts you can rely on for future news releases and information, and use these contacts to create e-mail newsletters to help both you and the media stay informed and in touch.
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