As the media landscape changes and the demand for media communications via 2.0 channels increases, a strategic network of vendors can be an important tool to communicate news in the most effective and relevant ways. Selecting vendors that will enhance a communications program is the subject of a new white paper from Godfrey, a nationally ranked business-to-business marketing communications agency.
“How to Select Partners to Communicate Your News” weighs traditional vendor contracts vs. an à la carte approach to news distribution. According to the white paper, creating a network of vendors provides the agility to creatively package each news item appropriate to its content and to move freely along a spectrum of news distribution options and effectively tell the company’s story.
The white paper also provides tips on how to get the most out of vendor demos and guidelines for evaluating a vendor. Evaluation criteria include the vendor’s ability to incorporate live links, video and audio components, images and social media tags as well as more traditional features such as the lifetime of the release on the web, the look and feel of releases, the ease of distribution, and a vendor’s reporting capability and analytics, pricing structure and keyword analysis.
