Your business has spent a bundle on its web presence. And you’ve probably put more than a little time and effort into your media relations program. Now, the question is, have you married the two?

If you haven’t, you’re missing opportunities in both areas, says Jed Nitzberg, APR, a member of the TMT Alliance of media and communications experts. Nitzberg specializes in auditing and optimizing the web site online pressrooms of organizations wishing to improve their overall media relations efforts by taking advantage of today’s digital communications resources.

Repeated studies by various public relations agencies, media and Web usability experts all reach the same conclusion, Nitzberg said. “Due to increasing reliance on the World Wide Web as a source of story leads and information, a well-constructed online pressroom as part of an organization’s overall Web presence can be a powerful asset for attracting and retaining media attention. Similarly, email is now seen as a tool as essential to the job of reporting as the telephone, pen and paper."

“Given that media relations is based largely on establishing relationships with reporters and editors, an online pressroom that they find useful, in combination with smart use of email, can be a major boon to the process,” he said.

Nitzberg recently completed an evaluation of the Arthritis Foundation’s web site, and offered recommendations for improvement, many of which are being put into practice.

According to Nitzberg, a number of proven techniques — properly used — could aid the Arthritis Foundation in providing improved service to the reporters who cover it now and increase the likelihood of new reporters visiting and re-visiting the site.

Read the full Arthritis Foundation online pressroom analysis at the TMT web site: http://www.tmt-themediatrainers.com/success_stories/ArthritisFoundation_CS.pdf