| 发表于：2007-06-06 23:49:28 楼主 |
我从去年有幸参加共享软件国际论坛开始，对于共享软件产生了很浓厚的兴趣，非常愿意与各位分享我对海外媒体和新闻传播方面的经验。
如果希望通过媒体的报道来让更多的潜在用户了解你的软件，进而增加软件下载量，那么两个因素决定了你传播的效果：一是新闻稿本身，你的新闻稿有没有很好的展现软件产品的创新和解决的实际问题；另一个是新闻发布渠道，你是找一个没有影响力的小公司来发一些电子邮件给软件媒体编辑，还是与一家有影响力、渗透力强的公司合作，把你的新闻稿充分的传递出去。
我目前服务的公司是全球规模最大、历史最悠久的企业新闻发布机构：美国企业新闻通讯社（pr newswire)，创立于1954年，目前在全球十多个国家拥有分支机构，服务于全球40000多家企业，其中软件行业客户从默默无闻的高成长的中小企业（whitesmoke ：http://www.prnewswire.com/cgi-bin/stories.pl?acct=104&story=/www/story/06-06-2007/0004602720&edate=)，到已经发展壮大的商业软件企业（real），再到软件业的巨头（microsoft, oracle, sap, ca），他们都在通过pr newswire持续的发布新闻稿，这使得从事软件报道的新闻记者和编辑们无论如何都不会错过pr newswire这个新闻源。
附上一个中国的成长企业向美国发布的新闻稿的采用结果，以及有关idg旗下媒体的信息，pr newswire对idg旗下媒体的覆盖情况，供各位参考：
uusee一个中国国内的p2p视频网站，发布的一篇新闻稿:uusee.com to present another online spring festival, continuing its leadership in the worldwide p2p internet tv，发布之后的网络链接：http://219.238.203.134/uusee.rar
international data group （idg)
founded in 1964, international data group （idg) offers print and online publications that reach more than 120 million technology buyers in 85 countries representing 95% of worldwide it spending.
print publications
idg's five global publication product lines include computerworld, infoworld, cio, macworld, network world, and pc world.
online
idg's online network includes 400 web sites in 50 countries worldwide.
idg news servicethe idg news service is a daily source of global it news, commentary and editorial resources, serving more than 300 idg publications and 400 web sites in 50 countries worldwide. the news service produces original news and feature coverage from its own network of correspondents in major it markets around the world, and also distributes editorial from idg publications to their sister editions around the globe.
maccentral （http://www.maccentral.com) is the news service for idg's macworld magazine. continuously updated seven days a week, this site brings readers late-breaking news and exclusive product announcements from all over the industry.
pr newswire for journalists: more than 70 idg journalists are registered with pr newswire for journalists. at least one editor from each idg americas publications is registered with pr newswire for journalists.
editorial staff members/designers from macworld, cio, bio-it world, pc world and computerworld are registered with newscom.
indirect sources: idg news service, maccentral.
idg magazines registered with pr newswire for journalists:
bio-it world
ciocomputerworld
infoworld
macworldnetwork world
pc world
pc world seeks news helpful to pc users
by erika mcdonald, pr newswire
in a world of rapidly changing technologies, pc users need hands-on advice to help them get the most out of the products and services available in today's electronic marketplace. as the world's most widely read technology magazine, pc world, an international data group （idg) publication, is committed to providing precisely this type of real world advice.
according to editor harry mccracken, the publication's mission is to "alert readers to new products, services and technologies, evaluate those items with lab and hands-on testing, and tell people how to make the most of them once they own them."
serving an audience of managers who use technology both at work and at home, mccracken said pc world aims "to be a top-notch magazine, period – an engaging, lively read that avoids techno-speak."
pc world competes with similar publications, such as pc magazine, computer shopper, and maximum pc. pc world distinguishes itself from these by providing both buying advice and advice on how to use technology products once people own them.
according to mccracken, who recently made the jump from boston to san francisco when he was promoted to editor from ＥＸＥＣutive features editor, the magazine covers a broad range of topics from hardware troubleshooting to protecting your privacy on the internet. "we've tried to stay true to our mission of serving readers who use pcs, but these days that involves talking as much about stuff that connects to the box as about the box itself. topics such as wireless networking, smart cell phones, digital cameras, and broadband connections are extremely important to our readers," he said.
mccracken, who has appeared as an expert on radio and television programs, also points out that pc world's test center helps them to provide objective information about products. "we're all about tools people can use, and our test center lets us objectively benchmark products of all sorts in ways that publications without a lab can't."
pitching: does your product help tech-savvy managers and consumers in the real world? this is a question to ask yourself before you pitch pc world. editors are looking for news that is relevant to a smart person who wants to get work done and isn't fascinated by technology for the sake of technology.
"the best way to make a pitch stand out is to take a look at our magazine or site and get as good a sense as possible of the sort of topics we cover," said mccracken.
with a paid circulation of over 1.1 million, the reward of having your product mentioned in pc world is well worth the research required. evaluations of products and services are found throughout the publication.
each issue of pc world has the following sections: news, trends, new products, features （such as the best free stuff online), columns （such as "bugs and fixes" and "home office"), reviews （the top 100 charts) and tips （here's how section).
company information, financial data and personnel news is not usable for pc world. mccracken said this is where pr pros most often miss the mark when pitching his magazine. the magazine does not cover the internet economy, nor do their readers care who owns what. story ideas that focus too much on a specific industry, such as healthcare, are also misguided. products must be useful across all industries.
pitches should be sent at least 3 months in advance. technical language in releases is okay, but not necessary. e-mail generally works great; the staff may route e-mails to the appropriate editors. phone calls are fine, but e-mail is preferred.
mccracken can be reached at 415-974-7335 or harry_mccracken#pcworld.com.
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协助软件作者向全球发布新闻稿:
任义
mob 13910611828
qq 14326861
msn rainer1997#msn.com |
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