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If a PR Internet Service Starts Up and Editors Don’t Hear About It? Does it Make a Sound?!?
Internet database sites are not being marketed to the editors B2B companies need to use them!
By Jeanne Russo
New electronic channels of communication sprout from the PR forest of communications media every day – from web sites to e-mail, from wire services to push technology. The latest addition to the mix is the Internet database site – a service that helps editors find sources (and companies find press!) online. It’s basically a PR matchmaking service.
Here’s how it works. An editor who needs a source for an article goes to a database site to find an expert on its particular subject. Experts can include authors, professors, and company executives. Listed sources must pay a fee ranging from $195 to $1,695 per year; editors can access the database at no charge. If an editor chooses to use your company as a source, you receive press with very little effort. If not, you’re out of luck.
In today’s competitive world, B2B companies must ask, "what’s my return on investment?". To answer that question, they must first find out how effective these sites are. Do B2B editors know about them? How often do these editors actually use them?
No One Knows
A nationwide cross-sample survey of B2B trade publications reveals that Internet database sites are not being marketed aggressively enough to the editors we need to use them. In fact, 67% of the editors interviewed have never heard of any of these sites – 100% have never even used them. However, 33% of the editors interviewed agreed that database sites could become valuable.
"I’ve never heard of any Internet database sites, but the concept sounds interesting. I’d probably like to check them out if I had more information," said Teresa Gentry, Editor of Circuit’s Assembly.
On the other side, 25% of respondents agreed that they wouldn’t use the databases, commenting that they don’t need to search for sources. Sources come easy to them through calls and story pitches from PR reps. Many B2B editors wouldn’t even give the idea a chance. They assumed that the listed sources wouldn’t fit their needs. "We have a narrow focus and need sources for very specific subjects. Chances are these sources wouldn’t be worthwhile to us," said Ronda Faries, Assistant Editor of Printed Circuit Design.
A Look at the Other Side
Are these sites worth their costs for B2B companies? Based on number of pick-ups, the answer seems to be a definitive "no," at least for now. Of the companies interviewed, 87% had less than 5 articles published over an 18-month period as a direct result of the Internet database sites. Only 2 companies interviewed had 11 or more articles published.
"In two years, we’ve had only about four articles published as a result of this site…and that’s being generous. Nevertheless, this service may be worth it just to have your name out there," said Michael Newsom, Media Relations Manager at Alcatel.
Despite the sparse results, 80% of the companies interviewed agreed that the service is worth the cost. "Overall, it’s not too expensive, and just two or three published articles with your company’s name mentioned can pay for itself," said David Phelps, PR Director at Software Publishers’ Association.
Which One Is Best
The first to offer this service in 1993, ProfNet is the granddaddy of them all and lists more than 4,000 sources. Today, there are six additional sites, some of which are outgrowths of print directories like Yearbook of Experts, Authorities and Spokespersons® and National Press Club.
If your company is considering paying for a listing on a databases site, be sure to choose the right one for your industry. B2B companies are limited; most of these sites cater to consumer companies and consumer publication journalists. For example, Ask An Expert sports 300 experts in 12 categories. However, its categories are geared towards high-school teachers and include recreation, art, education and careers. National Press Club has a fairly large database of 600 sources, but it’s primarily a resource for political publication editors. And, while GuestFinder won awards in 1996 for its excellent service, it’s a small database of mostly nonfiction book authors to be called upon for guest appearances on cable talk shows.
Some of the other database sites are outdated and list inaccurate contact information. Experts.Com, for example, listed wrong phone numbers and incorrect names.
ProfNet and YearbookNews had the most comprehensive and accurate listings. With 2,000-4,000 B2B sources in a variety of industries, these are the best sites for B2B companies. ProfNet is affiliated with PR Newswire and has unique features that make using the site quick and easy.
Lastly, to all you database site owners, start marketing to the right people…particularly B2B editors. Don’t forget that classic question…if a tree falls and no one hears it, does it make a sound?
©1998 Jeanne Russo, All rights reserved. Schubert Communications
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