PR Newswire Launches Must-Have Tool for Public Relations Industry
Communicators Control Web Content with New Online Media Room Tool
PRNewswire
NEW YORK

PR Newswire today launched MediaRoom, a strategic public relations tool that assists communications professionals in managing their online media relations, at the 2004 Public Relations Society of America's International Conference in New York City.

(Logo: http://www.newscom.com/cgi-bin/prnh/20000306/PRNLOGO )

Built upon the PRWeek "2004 PR Innovation of the Year" award-winning technology of DVCO Technology, a Denver-based online communications technology firm, MediaRoom is an easy-to-use tool that gives a communications professional full control over the media room pages of the organization's Web site. The communications professional now has the ability not only to create the content, but also to upload it to the media pages of the Web site and manage the updating process with a few easy clicks from any desktop, 24/7.

"PR Newswire has a unique perspective in the PR industry -- sitting between the PR professional and the media -- and it's our goal to create distinctive services that meet the needs of both these 'customers,'" said David B. Armon, chief operating officer of PR Newswire. "Reporters expect to find information online, so it's critical for every organization to present up-to-date content to the media or risk lost opportunities for coverage."

Based upon the input of a Media Advisory Council comprised of working journalists and sponsored by DVCO Technology, MediaRoom includes all the "must-have" features of an online media room in a simple tool controlled by the PR professional, not the IT department. MediaRoom will help PR professionals further strengthen their relationship with the media by helping them give journalists what they want, when they want it. Plus, MediaRoom allows communicators to integrate Web content with off-line activities, campaigns and crisis management, and keep up to the minute as situations change.

Through a password-protected interface, MediaRoom users have full control over the posting and editing of content including corporate background materials, high-resolution images, fact sheets, executive bios, downloadable press kit documents, key press clips, and more. The communications professional chooses what information to include and when to update it to their MediaRoom for immediate access by journalists and other interested parties. Further, customers of PR Newswire who use MediaRoom will benefit from having each news release automatically post to the News Release section of their MediaRoom as the release is sent over any of PR Newswire's newslines.

MediaRoom also includes "Opt-In Mailing List" and "Request an Interview" features, automatic polling and surveying tools, an appointment calendar to schedule press meetings during trade shows or other events, and many other features designed to put forward the best image of an organization.

To learn more about MediaRoom, please visit: http://www.mediaroom.com/. To view PR Newswire's own MediaRoom, log on to the About Us section of http://www.prnewswire.com/. To learn more about the award-winning technology behind MediaRoom, visit: http://www.dvcotechnology.com/.

About PR Newswire

Now in its 50th year, PR Newswire Association LLC (http://www.prnewswire.com/) provides electronic distribution, targeting, measurement, translation and broadcast services on behalf of some 40,000 corporate, government, association, labor, non-profit, and other customers worldwide who seek to reach a variety of critical audiences including the news media, the investment community, government decision-makers, and the general public with their up-to-the-minute, full-text news developments. Established in 1954, PR Newswire has offices in 14 countries and routinely sends its customers' news to outlets in 135 countries and in 30 languages. Utilizing the latest in communications technology, PR Newswire content is considered a mainstay among news reporters, investors and individuals who seek breaking news from the source. PR Newswire's leading services include ProfNet(SM), eWatch™, MEDIAtlas™, NewsPrompt™, Search Engine Visibility (SEV) and MultiVu™. PR Newswire is a subsidiary of United Business Media plc of London.

Contact: Rachel Asche, director of public relations, PR Newswire at

212.282.1929, 646.295.5401 or rachel.asche@prnewswire.com

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SOURCE: PR Newswire

CONTACT: Rachel Asche, director of public relations, PR Newswire,
+1-212-282-1929, or +1-646-295-5401, rachel.asche@prnewswire.com