In the last few years, the way our society gets news has changed drastically. Traditional media is falling by the wayside and social and online media is at an all time high. Because of this huge change, media personnel are jumping from one paper to the next, freelancing or, worst case scenario, finding themselves unemployed. In order for marketing, advertising and PR firms to keep up with the constant shift of today’s media, it is important to organize media contacts, stay on top of one’s media connections and maintain a structured, organized media tracking system.
As the media relations intern here at Frause, it is my job to continue to keep track of media content by organizing and sustaining media contact lists and editorial calendars so that they are easily accessible to Frause employees.
One of my most crucial tasks is to maintain the Frause internal database created through Microsoft Access. The database is shared amongst all Frause employees on the company’s server. As the intern, it is my responsibility to update the contacts sheet when we find a new publication or befriend a new journalist or freelancer.
I also carry on the job of collecting and systemizing editorial calendars for the 2009 year in an easy to find place on the Frause server. This responsibility entails working with publications’ advertising and sales staffs to maintain accuracy of editorial files and updating fellow Frause teammates on notable new publications and story plans. This organization effort allows Frause to know the schedule and plans of publications which makes pitching a story a little less hectic.
I am happy to know that the media relations skills I am acquiring here at Frause will help me stay ordered and prepared in this new and crazy media world. I will be all set to establish my own media contacts and to keep track of the relationships I build with traditional print journalists, bloggers and “social media gurus.”
-Amy Graham
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