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22 March 2007
Case Studies On the Effective Use of TEKMedia Newsroom
Profiting from TEKMedia Newsroom for PR
The role of communicating with and managing communication with the different types and segment of media continues to change rapidly. Each company often times find new challenges emerge in this effort. The following case studies are examples of how the versatile and robust TEKmedia Newsroom has effectively enable different clients of ours to meet these challenges in a very effective fashion.
| Case Study 1: America Online | | AOL launches online newsroom with collective Business Wire and TEKgroup International technology The Situation
America Online, the largest internet access subscription service in the United states, wanted a firm control of its PR campaign and to extinguish any communication challenges. With a growing need for information by media professionals, America Online needed to have a streamlined approach for distributing press materials within a specific area integrated in their current website. Due to its ten year track record, progressive features, and ability to customize to specific needs, the TEKmedia online newsroom software was selected to produce the compelling information center geared for journalists. The Challenge TEKgroup International, Inc. was to create an advanced online newsroom supplying an easy way to create, manage, distribute and report the latest press releases, multimedia assets, pictures, and other special features that should appear on an interactive newsroom to engage journalists and inquiring minds. The Response
After a few weeks of reviewing the challenge, TEKgroup International, Inc. helped America Online launch a newsroom in February 2006 with access for the public and a password protected area for news media professionals (http://press.aol.com). The news and information area can be edited via the TEKmedia administration tool. TEKgroup International, Inc. combined efforts with Business Wire, in hopes of allowing America Online to simultaneously post press releases to the newsroom with email-alerts being broadcast to Business Wire distribution zones from within the newsroom administrative tool eliminating the need for redundant postings. The Result America Online is now equipped with a versatile online newsroom to monitor the use of data within the media center. With the pertinent media materials available, America Online is also able to track media requests, and supply journalists with more information quickly and on a 24-hour daily basis. With having Business Wire integrated into the online newsroom, America Online has the power to target news releases to more than 145 countries and 45 languages. This partnership between the two companies was able to provide America Online a return on investment from gained productivity. |
| Case Study 2: The Detroit Lions | |
ROI generated by PR department of NFL team Thousands saved with implementation of Online Newsroom software
The Situation
The Detroit Lions sought to decrease the cost of preparing and delivering media kit materials to targeted journalists. The Lions also desired an increase in publicity coverage. Their media contact database consisted of over 80 journalists. Each media kit cost approximately $20.00 to produce and deliver. With 20 games in a season, the Detroit Lions spent an average of $32,000 a year in press kit materials, supplies, labor and postage. After thorough research, the Lions decided that the TEKmedia Online Sports Newsroom software would enable them to reduce costs, streamline workflow and increase coverage. The decision was based upon the software’s ease of use and ability to create, manage, distribute, and track all press materials without the need for an IT department. The Challenge
The task, presented to TEKgroup International, Inc., was to create a complete sports information center that contained content for both journalists and fans. It was vital that the communications staff be able to manage all content including releases, graphics, email alerts and more on a 24x7 schedule. The challenge was to convert and post releases, draft day announcements, community news/events, daily clips, daily notebooks, featured clips and other related information for online accessibility. The communications department for the Detroit Lions requested an easy-to-use approach to publishing press kits (media paks) for individual games. The Response
After a few weeks of construction and review, TEKgroup International, Inc. and the Detroit Lions launched both a general consumer site at http://www.detroitlions.com and a news-oriented site at http://media.detroitlions.com. Both sites can be edited simultaneously with the browser-based TEKmedia administration tool. The Result Within the first year of launching http://media.detroitlions.com, the Detroit Lions eliminated the cost of materials, supplies, and postage needed for the distribution of media kits, saving them an estimated $32,000. With the added distribution of targeted media contacts, featured articles were spreading beyond the 80 targeted media to over 600 journalists, with placements in newspapers, magazines, TV and radio throughout the country. |
| Case Study 3: Delta Air Lines | |
Delta Air Lines adds five languages to online newsroom
The Situation
Delta Air Lines, Inc., the world’s second largest airline wanted to expand on their already global-friendly online newsroom by adding five languages to http://media.delta.com. This addition would provide company news releases to media representatives and others using languages spoken in some of Delta’s newest destinations. Language options to journalists already included French, German, Italian, Portuguese, and two variations of Spanish.
The Challenge
The task presented to TEKgroup International, Inc. was to add the Danish, Greek, Hebrew, Hungarian, and Ukrainian languages to the already existing online newsroom. The Delta media managers wanted to migrate current press releases to these languages as well. Inclusion of Greek, Hebrew and Ukrainian is the company's first foray into language characters from diverse alphabets. The code/database required different settings to accommodate select languages such as Hebrew and Ukraine. Also, the layout structure differed for certain languages such as Hebrew, which reads from right to left. The Response
After just a few days of construction and review, Delta’s media managers and TEKgroup International, Inc. worked together to launch the five additional languages on the media site successfully. TEKgroup International, Inc. client service managers handled all language settings and issues in TEKgroup’s testing environment before it went live to the public and media professionals. The Result Delta is now able to continue to monitor the use of data within the global media center. Agencies in different countries can now efficiently represent Delta to the local media. With this information, Delta, in anticipation of reporters’ needs can still provide: - Fast access to the latest news
- Automatic news release distribution
- Corporate PR contact data
- Efficient search capability
- Audio/video files, as needed
- Photos, low and high resolution
- Personal file storage and personalized e-mail subscription
- Links to related research data and other industry sites
- Multilingual press releases
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| Case Study 4: Best Buy Co., Inc. | | Best Buy provides online newsroom software tool for all of its worldwide public relations offices The Situation Best Buy Co., Inc., an innovative and growing Fortune 100 company, strives to make life fun and easy for millions of people across North America, and is one of the nation’s leading retailers of technology and entertainment products and services. The public relations department for Best Buy was struggling with the issues of generating awareness and providing press-related information readily. The high demand for press materials regarding Best Buy was rapidly increasing. A strategic change was needed allowing the display of EPK’s (electronic press kits), events, and story pitches online for an effective public relations campaign. The Challenge The project on hand for TEKgroup International, Inc. was to arrange and integrate multiple Best Buy media relations sites to complete a full-blown online public relations newsroom. Included in this innovative online newsroom would be all press materials for Best Buy, incorporating Best Buy Worldwide and its partners. Since several disparate public relations offices would be utilizing the online newsroom to post media materials, it needed to be intuitive, easy to use and available 24 hours a day. It also required a familiar word processing input structure since most of the offices did not have immediate access to an IT department. The Response TEKgroup International, Inc. immediately tuned in to what the public relations department needed and completely customized a top-level online newsroom with access for the public and news media professionals. The newsroom is located at http://www.bestbuynewscenter.com. The online newsroom can be edited via the TEKmedia administration tool by the many pubic relations administrators throughout the country without waiting for the IT department to actually submit a press release. The Result For over three years, TEKgroup International, Inc. has supplied Best Buy Co. Inc. with the superior innovation of an online newsroom. The fully customized online newsroom resource has pertinent information for media professionals including: • Fast access to the latest news • Investor relations • Community relations • Automatic news release distribution • Partners and executive biographies • Efficient news search capability and archive • Audio/video files, as needed • Photos, low and high resolution • Personal file storage • Company timeline and history • Electronic press kits (EPK’s) • Links to other industry sites • Links to related story ideas |
The Technology TEKmedia Online Newsroom software, now in its eighth version as the leading Public Relations automation and proprietary digital newsroom software available, is the core technology used by TEKgroup. Currently being used by hundreds of media professionals world-wide, the TEKmedia Online Newsroom software contains all of the necessary features that allow public relations professionals and corporate communicators to save time and money in managing their press materials. The software is based on Microsoft and Macromedia core technology including Microsoft IIS, Microsoft SQL, and Macromedia Cold Fusion.
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