Accessibility and PR
On another thread, Daz had asked about creating formal reports based on accessibility testing/audits.
It seems to me that those of us that build sites or assess/audit sites, or act as consultants could all use a little help growing our businesses and publicizing the work we do. Does anyone have any templated Press Releases that they use for publicizing the fact that they've been awarded a contract to audit something (or even build something for that matter)?
I'm feeling like we've gained a lot of momentum over the past while, but we've been so busy doing the work, we can't find the time to promote the work or the results!
Any time savers any of you have in terms of press release formats or alternatives might be useful to some of us here... Anyone?
feather.
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There's a fruit ripe for plucking, and no mistake. I've looked at enhancing my core business site with regards to promoting my endeavours toward accessibility.
I tend to be of the opinion that it's part and parcel of my work, yet the benefits to the client should be stressed, especially in a competitive arena not only governed by 508 laws and WCAG accessibility recommendations but also by the practical issue of greater audience and the moral issue and kudos of recognising disabilities of all levels, whether cognitive or physical, in our fellows.
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feather you've hit on a really good idea! I don't claim to be a world authority on the subject but in Northern Ireland (where I live) the local commercial web development companies really haven't a clue when it comes to web accessibility. I would be confident enough to say I could offer a better consultancy service than any of them but it's getting my message out there thats the problem.
This recent work I've done is for a large company based in London. It never occurred to me to publicise it. I'm quite sure the business section of the Belfast Telegraph (the leading local daily newspaper) would be interested and definitely the weeklys.
Perhaps it would be worth getting our heads together on this one. It's not like we're competing against each other either
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One of the core elements dissuading many investors is the frequently portrayed myth that designing for accessibility delivers bland sites; I disagree: National Osteoporosis Society. I find this quite stunning.
Moreover, there is the question of premium pricing for such endeavours. This is a challenging argument since it assumes sites which comply to accessibility guidelines require extra work; not true. It's all a part of the bigger picture.
What does take time is the commitment and learning curve all such developers must undertake to achieve mastery in the area. And here I argue that a sensible business approach prevail: we should recoup our costs. Not extravagantly, but sufficient to reflect our time and initiative involved.
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What I'd like to see most is some samples from someone that has used the services of a pure marketing professional before to create press releases. I'm most interested in structure, as the content would change each time, albeit only slightly.
I generally like to include newsbites that indicated we'd won certain contracts -- I'd likely expand on this to allow for a small news item about it that was roughly in the form of a press release. I'm even happy if it is a press release that I don't actually send to the press, but just publicize on our site if you know what I mean.
Anyone have any direct experience with press releases? I'm guessing structure is something like:
| Quote: |
| FOR IMMEDIATE RELEASE
Date, Location WATS.ca is pleased to announce that they have been selected by Department X of the Government of Canada to perform regular web site audits as part of the Government's ongoing efforts to improve the quality of their web sites and services provided online. Blah blah blah. Perhaps a quote here from me. Probably no quote from the Government reps as that would imply endorsement, and we don't want to do that in Canada, especially not with the scandals we currently have going on... More blah de blah... Other relevant details if allowed to be published For further information contact: Derek Featherstone Web Accessibility Specialist Co-founder, WATS.ca 613.599.9784 |
Again, I don't really have much experience writing or generating press releases, but does that structure seem reasonable to anyone that has worked with professionals on press releases before?
feather.
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Actually I have some experience with press releases in that I used to work with Government Press Officers albeit in an administrative support role. During that time I did attend a media skills course which looked at writing professional PRs.
Generally speaking the format is pretty much what you just did feather:
STRAIGHT TO THE POINT TITLE
Brief intro which needs to grab the readers attention (what is your unique selling point?).
More info with quotes from appropriate people. Bold those of the person of greatest importance.
Notes to editors
Background info and contact details
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