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  • 1. Aaron  Abbott—www.BrandLessBox.com          1     Running  Head:    PRESS  ROOM  FOR  FORENSIC  DEATH?                 A  “Press  Room”  for  www.ForensicDeathInvestigation.com?   Aaron  Michael  Abbott   www.BrandLessBox.com                            
  • 2. Aaron  Abbott—www.BrandLessBox.com          2       While  the  technology  seen  on  crime  related  television  dramas  paints  a   picture  of  an  industry  that  should  be  stepping  in  tandem  with  Web  2.0   developments;  the  Criminal  Justice  System  lacks  this  presence  on  the  Web.  This  is   seen  with  the  amount  of  competitors  that  do  not  have  any  form  of  a  press/media   room  on  their  Web  site.    This  being  said,  www.ForensicDeathInvestigation.com  is  no   different.  “Overlooked  by  many  PR  professionals,  the  power  of  a  press  release  can   be  extended  beyond  just  media  outlets  with  search  engine  positioning,”  (Press-­‐ Release-­‐Writing.com,  n.d.).    Understanding  this  allows  one  to  harness  the  true   power  of  implementing  an  effective  Web  site  “Press  Room”.       Whether  the  digital  assets  being  presented  to  the  users  are  for  a  journalist,   blog  author,  researcher,  or  for  a  re-­‐seller,  this  is  the  modern  day  media  kit  and  is  a   must  for  each  and  every  Web  site  owner.    Since  there  is  no  existing  Press  Room  on   this  site,  the  goal  of  this  analysis  is  to  understand  what  users  need  and  what  they   expect.    The  Federal  Bureau  of  Investigation’s  “Press  Room”,  and  Apple’s  “Apple   Press  Info”,  will  both  be  examined  in  order  to  understand  how  the  best  in  the   Criminal  Justice  System  presents  their  information,  as  compared  to  a  public   relations  and  marketing  giant.    These  insights  will  best  suit  the  successful   development  of  an  effective  and  purposeful  “Press  Room”  for  this  site.     The  FBI  makes  it  very  easy  to  find  the  “Press  Room”  link,  as  all  links  are   localized  to  the  left  column.    With  a  vast  sea  of  related  documents  spanning  just   about  anything  and  everything  related  to  politics  and  law  enforcement,  the  FBI   keeps  the  layout  of  the  information  they  provide  very  simple.    With  defined  links  to   major  areas  of  interest,  such  as  the  link  to  “FBI  Social  Media  Sites”,  one  was  not  
  • 3. Aaron  Abbott—www.BrandLessBox.com          3     overloaded  with  choices  (Figure  1).    The  press  releases  are  organized  within   categories—by  location,  stories,  issues,  and  multimedia.      This  architecture  lets  the   user  see  what  they  get,  and  where  they  go  to  get  it.    However,  once  you  click  in  one   level  deep,  the  unity  of  the  navigation  falls  apart.    Many  of  the  expected  “Back”  links   take  you  to  a  different  page.    These  pages  are  within  the  “Press  Room”,  however,  one   could  be  left  feeling  lost.    Keep  the  information  organized  and  allow  the  user  to   move  forward,  backwards,  and  even  sideways,  in  the  hunt  for  the  information  and   the  media  they  seek.    This  ensures  use  and  consumption.     Apple,  while  not  related  to  the  Criminal  Justice  System,  is  an  arguable   branding  and  communications  champion.    The  experience  they  have  always   presented  to  their  consumers  has  carried  over  into  the  experience  of  their  Web  site.     With  re-­‐sellers,  reporters,  bloggers,  customers  of  all  levels,  and  many  more   personas  who  desire  access  to  this  content,  Apple  needed  to  guarantee  a  fluid   platform  to  share  press  related  content.      The  link  to  “Apple  Press  Info”  is  found  at   the  bottom  of  the  Home  page,  but  is  called  “Media  Info”.    Then  the  link  changed   labels  as  you  click  into  the  site.    This  is  confusing,  and  should  be  labeled  the  same   throughout  the  site.    As  expected,  layout  and  organization  of  the  “Apple  Press  Info”   room  was  perfect  (Figure  2).    By  implementing  the  use  of  breadcrumb  navigation  at   the  bottom  of  the  page,  they  have  created  a  great  way  to  navigate  between  the   ample  media  and  press  resources  they  provide.     Both  Apple  and  the  FBI  are  masters  at  organizing  the  amount  and  variety  of   press  releases,  video  clips,  contacts,  and  other  niche  specific  content  for  their   relative  personas.    Both  clearly  understand  the  value  of  providing  digital  media  
  • 4. Aaron  Abbott—www.BrandLessBox.com          4     content  and  white  papers  for  those  who  seek  this  content  for  particular  use.    One   surprise  noted  was  that  the  FBI  actually  linked  their  “Press  Room”  to  the  social   media  resources,  while  Apple  did  not.    All  lessons  learned  will  lead  to  an  extremely   valuable  “Press  Room”  on  www.ForensicDeathInvestigation.com.     The  “Press  Room”  to  be  developed  will  feature  a  very  organized  structure  to   allow  clear  navigation  for  each  persona  that  utilizes  the  section.    With  video  being   the  main  component  of  the  training  resources,  there  will  be  numerous  sample   videos,  as  well  as  sample  Flash  applications,  that  can  be  easily  downloaded  and   shared.    With  only  two  press  releases  in  the  existing  library,  more  will  be  authored,   distributed,  and  added  in  the  “Press  Room”.    Contact  information,  testimonials,  as   well  as  information  of  partners  and  alliances  will  be  included.    It  will  also  be  a  good   idea  to  implement  a  news  feed  that  features  articles  related  to  the  resources  being   sold,  and  other  Criminal  Justice  System  training  stories.       The  goal  is  to  provide  the  necessary  information  and  content  to  the  media,   and  anyone  else  who  is  interested.    It  must  be  accessible  and  usable.    For  example,   providing  multiple  formats  of  the  logo  at  different  dimensions  is  one  such   facilitation.    There  will  also  be  clear  links/buttons  on  each  component  of  the  “Press   Room”  that  will  enable  the  user  to  share  directly  via  social  networks  and  other  Web   2.0  tools.    “The  socialization  of  the  Web  has  resulted  in  myriad  news  release  formats   that  serve  different  audiences  and  different  purposes”  (Solis,  p.  111).    This  is  the   foundation  for  any  successful  “Press  Room”  on  any  site.    The  goal  must  always  be  to   create  an  easy-­‐to-­‐use  portal  of  navigation;  so  the  journalist,  consumer,  or  affiliate   can  access  all  of  the  digital  media  content  they  would  need  and/or  want.  
  • 5. Aaron  Abbott—www.BrandLessBox.com          5     References   Apple.com  (n.d.).    Retrieved  March  14,  2010  from  http://www.apple.com/   FBI.gov.  (n.d.).    Retrieved  March  14,  2010  from  http://www.fbi.gov/homepage.htm   Press-­‐Release-­‐Writing.com.  (n.d.).  Retrieved  March  14,  2010  from     http://www.press-­‐release-­‐writing.com/creating-­‐an-­‐online-­‐press-­‐room-­‐ extending-­‐the-­‐life-­‐of-­‐your-­‐press-­‐release/   Solis,  B.  &  Breakenridge,  D.  (2009).  Putting  the  public  back  in  public  relations.  Upper     Saddle  River,  NJ:  FT  Press.                                
  • 6. Aaron  Abbott—www.BrandLessBox.com          6     Figure  Caption     Figure  1.  Screenshot  of  the  FBI’s  “Press  Room”  page.   Figure  2.  Screenshot  of  Apple’s  “Apple  Press  Info”  page.                                          
  • 7. Aaron  Abbott—www.BrandLessBox.com          7     Figure  1                
  • 8. Aaron  Abbott—www.BrandLessBox.com          8     Figure  2