The document provides five strategies for achieving media relations success: 1) carefully target media contacts by knowing their beats and interests, 2) invest in building relationships with reporters by understanding their needs, 3) leverage online channels for news distribution to extend reach, 4) create an online newsroom as a resource for journalists, and 5) commit to tracking and measuring results to demonstrate value. It also provides examples of how American Mensa, the City of Bryan, and other organizations have used Vocus PR software to implement these strategies.
The Future of PR - @lauracrimmons at Figaro DigitalBranded3
Branded3 Communications Director Laura takes a look at how PR has changed in recent years, in particular due to the rise in social media usage, and makes some predictions for how it might continue to change in the future.
I wrote this Audit as a group assessment in one of my university courses, PR Strategy, During this process my group and I had to work closely with the organisation and provide them with information about how we believe they could improve. The name of the organisation has been replaced with Organisation X or X to respect the organisation's privacy.
Kevin Dinino, President of KCD PR discusses the role of PR, Marketing and Social media aka "PR 3.0" in today's financial services companies. Learn best practices, PR tips and more about KCD PR, one of the country's best financial PR firms.
Online Conversations: From Understanding to Action and SuccessW2O Group
Article by Dana M Lewis illustrating the MDigitalLife Integrated Healthcare Approach developed exclusively for clients of the W2O Group. Article originally appeared in Healthcare Strategy Alert! Issue 1 2016, published by the Forum for Healthcare Strategists.
PR & Web 3.0 - You Haven't Seen Anything YetKevin McFall
A presentation of the potential technology impact of Web 3.0 on the practice of Public Relations ( PR ).
With high-level thoughts on the semantic web, social media, and other evolutionary opportunities for PR.
Social Media Now: Adapting to Facebook and Twitter while Anticipating the Nex...Design for Good
Throw out the old model you've been using with traditional media. Social media isn't your grandma's audience. Not only does your new audience listen, they want to help you create. Find out how to adapt to social media by adjusting to two-or-more-way communication.
This is a planning exercise that I developed for a workshop at Thinking Digital in London today.
The Internet Marketing Workshop uses free and low cost tools to identify or characterise an audience, or public, and explores different forms of digital and social media to understand behaviour and the best means of engagement.
The objective of the exercise is to gain as much information as possible about your audience or public, and then to develop insights that help influence creative, content and channel or media decisions.
#MediaInsights Report
Evolving sources of news for media - A Study
Digital and social media have been prominent buzzwords in the communications business, where professionals are increasingly leveraging interactive tools to gather information and communicate with more targeted and global audiences. The impact of the virtual world has penetrated the macrocosm that is the Indian media. The Media Insights report, conducted by multidisciplinary communications firm 20:20 MSL in collaboration with the Indian Institute of Mass Communications, sheds light on the spark behind the ideation and execution of a journalist’s story in the present-day scenario. The report is based on one-on-one interviews conducted with a stratified sample of 309 journalists from regional and national publications across the country.
The report reveals the growing redundancy of the one-time star of the communications world – the press release. The waning interest in the standard-format, and now mundane, document stems from a clutter of corporate news releases that media outposts are faced with on a daily basis. Additionally, a common sentiment that journalists have expressed is the need for first-hand fact-checking before their stories are filed. This is precisely the need that social networks fulfill. Even while adherence to convention may be the risk-free way to go, what communications professionals must understand is the scope for successful storytelling and message delivery through a social interface that empowers users to exchange content and facilitate meaningful conversations and actions.
What Are 7 Steps Every Social Strategist Must Take To Help Their Organization...Dr. William J. Ward
Whitepaper from Spreadfast here: The 7 Whiteboard Sessions Every Social Strategist Needs To Have
- Understanding your social customer
- Adopting social companywide
- Developing workflows and processes
- Maximizing content
- Creating meaningful engagement
- Integrating social with other channels
- Proving social ROI
The Future of PR - @lauracrimmons at Figaro DigitalBranded3
Branded3 Communications Director Laura takes a look at how PR has changed in recent years, in particular due to the rise in social media usage, and makes some predictions for how it might continue to change in the future.
I wrote this Audit as a group assessment in one of my university courses, PR Strategy, During this process my group and I had to work closely with the organisation and provide them with information about how we believe they could improve. The name of the organisation has been replaced with Organisation X or X to respect the organisation's privacy.
Kevin Dinino, President of KCD PR discusses the role of PR, Marketing and Social media aka "PR 3.0" in today's financial services companies. Learn best practices, PR tips and more about KCD PR, one of the country's best financial PR firms.
Online Conversations: From Understanding to Action and SuccessW2O Group
Article by Dana M Lewis illustrating the MDigitalLife Integrated Healthcare Approach developed exclusively for clients of the W2O Group. Article originally appeared in Healthcare Strategy Alert! Issue 1 2016, published by the Forum for Healthcare Strategists.
PR & Web 3.0 - You Haven't Seen Anything YetKevin McFall
A presentation of the potential technology impact of Web 3.0 on the practice of Public Relations ( PR ).
With high-level thoughts on the semantic web, social media, and other evolutionary opportunities for PR.
Social Media Now: Adapting to Facebook and Twitter while Anticipating the Nex...Design for Good
Throw out the old model you've been using with traditional media. Social media isn't your grandma's audience. Not only does your new audience listen, they want to help you create. Find out how to adapt to social media by adjusting to two-or-more-way communication.
This is a planning exercise that I developed for a workshop at Thinking Digital in London today.
The Internet Marketing Workshop uses free and low cost tools to identify or characterise an audience, or public, and explores different forms of digital and social media to understand behaviour and the best means of engagement.
The objective of the exercise is to gain as much information as possible about your audience or public, and then to develop insights that help influence creative, content and channel or media decisions.
#MediaInsights Report
Evolving sources of news for media - A Study
Digital and social media have been prominent buzzwords in the communications business, where professionals are increasingly leveraging interactive tools to gather information and communicate with more targeted and global audiences. The impact of the virtual world has penetrated the macrocosm that is the Indian media. The Media Insights report, conducted by multidisciplinary communications firm 20:20 MSL in collaboration with the Indian Institute of Mass Communications, sheds light on the spark behind the ideation and execution of a journalist’s story in the present-day scenario. The report is based on one-on-one interviews conducted with a stratified sample of 309 journalists from regional and national publications across the country.
The report reveals the growing redundancy of the one-time star of the communications world – the press release. The waning interest in the standard-format, and now mundane, document stems from a clutter of corporate news releases that media outposts are faced with on a daily basis. Additionally, a common sentiment that journalists have expressed is the need for first-hand fact-checking before their stories are filed. This is precisely the need that social networks fulfill. Even while adherence to convention may be the risk-free way to go, what communications professionals must understand is the scope for successful storytelling and message delivery through a social interface that empowers users to exchange content and facilitate meaningful conversations and actions.
What Are 7 Steps Every Social Strategist Must Take To Help Their Organization...Dr. William J. Ward
Whitepaper from Spreadfast here: The 7 Whiteboard Sessions Every Social Strategist Needs To Have
- Understanding your social customer
- Adopting social companywide
- Developing workflows and processes
- Maximizing content
- Creating meaningful engagement
- Integrating social with other channels
- Proving social ROI
press release distribution service in usa (2).pptxtopagencyusa
Press releases serve as a bridge between organizations and the media, helping to convey essential information, news, and updates. These succinct, well-structured documents provide journalists with the information they need to craft news stories, feature articles, and other forms of media coverage.
press release distribution service in usa (2).pdftopagencyusa
Press releases serve as a bridge between organizations and the media, helping to convey essential information, news, and updates. These succinct, well-structured documents provide journalists with the information they need to craft news stories, feature articles, and other forms of media coverage.
A press release serves as a concise, well-crafted announcement that encapsulates the key information about your company, product, or event. It provides journalists, influencers, and the public with a clear understanding of what you have to offer
Pressing Forward_ Unleashing the Power of Press Releases for LA Success.pptxTopPRAngencyLosAngel
Good morning, everyone! Today, we're going to talk about one of the most important tools in the world of public relations: press releases.
Press releases are a crucial part of any organization's communication strategy. They allow businesses to share news and information with the media and the public, and can be used to build brand awareness, establish credibility, and even drive sales. But what exactly is a press release, and why are they so important? Let's find out!
Press releases are an essential aspect of their marketing strategy because they are the most successful and advantageous method of attracting public attention.
PR distribution services are a type of service that helps businesses get their news and announcements out to the public. These services work by distributing press releases, media alerts, and other types of content to journalists, bloggers, and other media outlets.
Press releases are an essential aspect of their marketing strategy because they are the most successful and advantageous method of attracting public attention.
Press Conferenec USA World's Largest Press Conference Solution Provider Digital Platform with15 years of expertisim get free quote visit now www.press-conferences.com www.pressconference.co.in www.pressconference.com.my
Google Display Marketing Jargon BusterRalph Paglia
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What Does the PARKTRONIC Inoperative, See Owner's Manual Message Mean for You...Autohaus Service and Sales
Learn what "PARKTRONIC Inoperative, See Owner's Manual" means for your Mercedes-Benz. This message indicates a malfunction in the parking assistance system, potentially due to sensor issues or electrical faults. Prompt attention is crucial to ensure safety and functionality. Follow steps outlined for diagnosis and repair in the owner's manual.
The Octavia range embodies the design trend of the Škoda brand: a fusion of
aesthetics, safety and practicality. Whether you see the car as a whole or step
closer and explore its unique features, the Octavia range radiates with the
harmony of functionality and emotion
𝘼𝙣𝙩𝙞𝙦𝙪𝙚 𝙋𝙡𝙖𝙨𝙩𝙞𝙘 𝙏𝙧𝙖𝙙𝙚𝙧𝙨 𝙞𝙨 𝙫𝙚𝙧𝙮 𝙛𝙖𝙢𝙤𝙪𝙨 𝙛𝙤𝙧 𝙢𝙖𝙣𝙪𝙛𝙖𝙘𝙩𝙪𝙧𝙞𝙣𝙜 𝙩𝙝𝙚𝙞𝙧 𝙥𝙧𝙤𝙙𝙪𝙘𝙩𝙨. 𝙒𝙚 𝙝𝙖𝙫𝙚 𝙖𝙡𝙡 𝙩𝙝𝙚 𝙥𝙡𝙖𝙨𝙩𝙞𝙘 𝙜𝙧𝙖𝙣𝙪𝙡𝙚𝙨 𝙪𝙨𝙚𝙙 𝙞𝙣 𝙖𝙪𝙩𝙤𝙢𝙤𝙩𝙞𝙫𝙚 𝙖𝙣𝙙 𝙖𝙪𝙩𝙤 𝙥𝙖𝙧𝙩𝙨 𝙖𝙣𝙙 𝙖𝙡𝙡 𝙩𝙝𝙚 𝙛𝙖𝙢𝙤𝙪𝙨 𝙘𝙤𝙢𝙥𝙖𝙣𝙞𝙚𝙨 𝙗𝙪𝙮 𝙩𝙝𝙚 𝙜𝙧𝙖𝙣𝙪𝙡𝙚𝙨 𝙛𝙧𝙤𝙢 𝙪𝙨.
Over the 10 years, we have gained a strong foothold in the market due to our range's high quality, competitive prices, and time-lined delivery schedules.
Why Is Your BMW X3 Hood Not Responding To Release CommandsDart Auto
Experiencing difficulty opening your BMW X3's hood? This guide explores potential issues like mechanical obstruction, hood release mechanism failure, electrical problems, and emergency release malfunctions. Troubleshooting tips include basic checks, clearing obstructions, applying pressure, and using the emergency release.
What Are The Immediate Steps To Take When The VW Temperature Light Starts Fla...Import Motorworks
Learn how to respond when the red temperature light flashes in your VW with this presentation. From checking coolant levels to seeking professional help, follow these steps promptly to prevent engine damage and ensure safety on the road.
Learn why monitoring your Mercedes' Exhaust Back Pressure (EBP) sensor is crucial. Understand its role in engine performance and emission reduction. Discover five warning signs of EBP sensor failure, from loss of power to increased emissions. Take action promptly to avoid costly repairs and maintain your Mercedes' reliability and efficiency.
5 Warning Signs Your BMW's Intelligent Battery Sensor Needs AttentionBertini's German Motors
IBS monitors and manages your BMW’s battery performance. If it malfunctions, you will have to deal with an array of electrical issues in your vehicle. Recognize warning signs like dimming headlights, frequent battery replacements, and electrical malfunctions to address potential IBS issues promptly.
In this presentation, we have discussed a very important feature of BMW X5 cars… the Comfort Access. Things that can significantly limit its functionality. And things that you can try to restore the functionality of such a convenient feature of your vehicle.
What Could Cause The Headlights On Your Porsche 911 To Stop WorkingLancer Service
Discover why your Porsche 911 headlights might flicker out unexpectedly. From aging bulbs to electrical gremlins and moisture mishaps, we're delving into the reasons behind the blackout. Stay tuned to illuminate the road ahead and ensure your lights shine bright for safer journeys.
"Trans Failsafe Prog" on your BMW X5 indicates potential transmission issues requiring immediate action. This safety feature activates in response to abnormalities like low fluid levels, leaks, faulty sensors, electrical or mechanical failures, and overheating.
Symptoms like intermittent starting and key recognition errors signal potential problems with your Mercedes’ EIS. Use diagnostic steps like error code checks and spare key tests. Professional diagnosis and solutions like EIS replacement ensure safe driving. Consult a qualified technician for accurate diagnosis and repair.
Fleet management these days is next to impossible without connected vehicle solutions. Why? Well, fleet trackers and accompanying connected vehicle management solutions tend to offer quite a few hard-to-ignore benefits to fleet managers and businesses alike. Let’s check them out!
2. Vocus White Paper 1
Five Strategies For Media Relations Success
Five Strategies For Media Relations Success
Effective media outreach is a key challenge for most PR teams. Even sending a simple press release can be an issue without the
personnel, budget, or proper planning to support PR activities. With the right tools, however, you can easily be empowered
to pursue best practices with your existing budget and team. This paper will explore five key strategies that will help any
organization achieve media relations and public relations success.
Strategy #1: Take Time To Set Your Target
Crafting a persuasive pitch is a wasted effort if the message fails to reach the right media. In a “ready-aim-fire” world where
e-mail and fax make press release distribution fast and easy, it is important to ensure you are getting your news to the right
reporters. Too often, however, PR professionals alienate potential media allies by showing a lack of attention to the important
detail of knowing a reporter’s beat. Whether it’s caused by lack of resources or pressure to “just get the message out” every-
where and anywhere, it’s a potentially costly and short-sighted mistake. Your message must be relevant to each media outlet’s
audience or it doesn’t stand a chance.
This proved to be a particular challenge for American Mensa’s two-person PR team. Like many small organizations, American
Mensa must take a creative approach in reaching its audience. Largely through PR, the organization aims to increase its
membership – comprised solely of people who score in the top two percent on IQ tests – to 70,000 by 2010.
Using online PR software from Vocus, American Mensa
quickly sorts through a database of over 800,000 records “Vocus gives me the resources and abil-
that includes journalists, outlets, industry analysts, and more
to identify the most appropriate media contacts. They are ity to extend my PR efforts more than I
then able to create highly targeted, up-to-date lists based on thought possible to target other markets,
geography or subject matter, as well as by trade press or
general media. The organization can view journalist profiles
interest groups and the media.”
and editorial calendars on the spot to pinpoint and act on - Jay Socol, Public Information Officer,
the hottest opportunities. To keep targeting the most relevant The City of Bryan, Texas
contacts, the PR team builds new, customized lists each time
it distributes a news release.
“Our lists include more contacts and are more accurate than they have ever been,” said Jim Blackmore, Mensa’s National
Marketing Director. ”The individuals we are communicating with are more receptive to our message because we are better
able to target the right people at the right media outlets.”
Like American Mensa, the City of Bryan, Texas, needed a more innovative approach to targeting – instead of searching
through outdated, hard-copy media lists. Jay Socol, Public Information Officer, found a solution in Vocus PR software that
included comprehensive contact management and media database capabilities. “Vocus gives me the resources and ability to
extend my PR efforts more than I thought possible to target other markets, interest groups and the media,” Socol said.
Both organizations save time by reducing phone calling and manual list searches, and media contact information is always
up-to-date and accurate.
Strategy #2: Invest in Relationship Building
The key to successful media relations lies in your relationship with reporters. One step for building and nurturing that relation-
ship is understanding how you can be a valuable and ongoing resource. A keen understanding of a journalists’ specific
interests puts you in the best position to offer more compelling stories- and often puts you at the top of the list for future stories.
Armed with basic information about a journalist’s history, previous article, preferred contact method and timeframes, you have
a competitive advantage in fostering a successful working relationship.
Vocus PR software not only includes a comprehensive database of media contacts, but also allows PR professionals to track
news and associate it with the originating journalists and related activities. By tracking news clips within the software in a
matter of seconds you can pull a list of reporters who have covered you or your industry in the past to better target your effort
in a few seconds. You may already have a strong relationship with the journalists who have previously reported on your news,
or they may be relationships that you are building. In either case, keeping these individuals informed about the news that
matters to them is vital in giving them the confidence that you are a reliable go-to resource.
3. Vocus White Paper 2
Five Strategies For Media Relations Success
One approach to building new relationships is to track the news of your competitors and target those journalists with similar
stories, but from your organization’s unique perspective. Vocus on-demand software makes this possible. You can even see
your complete history with a journalist on one screen. As
you begin to grow new relationships, you can track all inter-
actions, stay organized, and spend more time developing “Never before have we had the ability
new leads that will get you more coverage.
to keep track of the reporters that have
The media relations department of the Humane Society of been covering our issues.”
the United States (HSUS) needed to automate a variety of PR - Rachel Querry, Deputy Director of
functions in order to easily track which reporters cover which
issues. They turned to Vocus PR software which included Media Relations, Humane Society of
activity tracking, contact management and personalized the United States
communication. By understanding precisely what informa-
tion various media are interested in, HSUS can strategically
deliver the most relevant communications to outlets and follow-up based on journalists’ actions and preferences.
“Never before have we had the ability to keep track of the reporters that have been covering our issues,” said Rachel Querry,
Deputy Director of Media Relations with HSUS. “I can record all communication with reporters and then quickly pull up that
person’s contact information. That’s a relationship-building strategy. It’s helping to establish us as a resource on different
topics.”
An interactive email campaign feature enables the HSUS to deliver emails in the manner that each journalist prefers, and then
track who read the email, whether they downloaded additional information, or if any other actions were taken.
Even a one-man PR department can manage global media relations with the right tools. Tyler Andrew, Public Relations Man-
ager at X-Rite, a provider of hardware, software and support solutions that ensure color accuracy in packaging and printing,
chose Vocus online PR software to help him more efficiently build relationships.
He is now able to store every communication with every contact, automatically logging all emails and faxes with the cor-
responding contact record. With important details of every call and conversation recorded, Andrew draws on this information
frequently to support better media relationships.
Strategy #3: Go Online For News Distribution
On any given day, journalists can cover only so many stories. With traditional wire services blasting over 3,000 press releases
a day, it is easy for your news to get lost in the haystack. Add in the costs of mass news distribution via the wires, and it
becomes extremely difficult for small and medium-sized businesses to compete.
An important strategy for all organizations, particularly those who don’t have the resources or budget to leverage traditional
wire services, is to look at online channels for news distribution. Online distribution enables the ‘life’ of your press release to
be extended beyond just media outlets through search engine optimization. With more and more people getting their news
online through Google, Yahoo! and other search engines, you are able to reach both journalists and your consumers directly,
where they search for news and information.
In addition, the web opens up new channels of communication and syndication of your news. With technologies such as RSS
feeds and Technorati tagging, your news is delivered to thousands of bloggers and web sites, all of which serve to enhance
the exposure and visibility of your news. Vocus’ PRWeb is the leader in RSS syndication and the first to incorporate online
technologies into news distribution. PRWeb gets news to thousands of web sites, news sites such as Yahoo!News and Google
News, blogs, and syndicates news through more than 20,000 feeds.
To get a waterpark idea in motion, the founders wants to generate a PR campaign. Utilizing PRWeb services, they created on
online press release using the PRWeb tool. Almost immediately, the founders saw results. In addition to being easily found
when searching the web, an article about the news release was published in a major industry magazine. The founders also
saw increased traffic to their web site as well as phone calls and emails. For a ‘no name’ organization, the response was
commanding and generated a response that would have been unlikely through traditional media relations.
4. Vocus White Paper 3
Five Strategies For Media Relations Success
Strategy #4: Create An Online Newsroom
With 92 percent of journalists doing their research on the Internet, having an online newsroom as a resource is a must-have
to ensure that your news is available any time journalists need it. Yet, many organizations lack the infrastructure and IT staff to
support a full-fledged, up-to-the-minute newsroom.
Online PR software enables even those organizations without available technical resources to build and manage a complete,
cost-effective online newsroom. Vocus’ Online Newsroom, part of the Vocus PR software suite, enables you to easily publish
your press releases and other information to journalists and other audiences directly from your software.
A good online press room should arm the journalist with the
information he/she needs research a story. The more infor-
mation-rich your online newsroom is, the more you’re giving “We are able to generate reports in
the journalist the tools to write a complete story. minutes. The information provided by
Arbitron Inc., an international media and marketing research these charts and graphs is crucial to
firm, proactively maintains an up-to-date newsroom by sim- campaign management and strategic
ply cutting and pasting content – press releases, executive
bios, photos and other corporate collateral – into its 24/7
planning.”
newsroom, with no help needed from IT staff. Using the - Summer Thomas, Media Information
Vocus solution, the Arbitron newsroom was also easily cus- Specialist, Bass Pro Shops
tomized to match the exact look and feel of the organization’s
web site.
This gives journalists access to valuable information at any time. At any time, PR team members can pull up site metrics for the
newsroom to understand which information the media accessed most and ensure that content meets journalist preferences.
Strategy #5: Commit To Tracking And Measuring Your Success
Most public relations professionals struggle with producing the metrics needed to demonstrate PR results. Many companies
also require true metrics to to justify PR budgets or the value of PR itself to senior management and executives.
An online analysis and measurement solution can automatically create reports and provide clear-cut metrics that show value
of activities and campaigns to management. By having simple, easy- to- generate reports at your fingertips, the burden to
produce is eliminated. The benefits, however, are many. Having secured executive buy-in, the more likely you can increase
your budget, foster better relationship with executives and company management, and secure executive participation in PR
activities.
Bass Pro Shops, a national outdoor and sporting retailer, sought a way to measure its PR efforts, tie them to results, draw
meaningful conclusions and enhance its PR planning efforts. The retailer turned to Vocus PR software to provide a solution for
tracking all media activities and coverage. As a result, the company can create a variety of in-depth reports, including trends
in coverage, ad equivalency value, the appearance of key messages and what topics receive the most coverage.
“We are able to generate reports in minutes,” said Summer Thomas, the company’s Media Information Specialist. “The
information provided by these charts and graphs is crucial to campaign management and strategic planning.”
Waffle House also found it difficult to track and evaluate the results of its PR activities using manual and disparate PR tools,
according to Charnae Knight, PR Manager. To help understand PR’s role in promoting the company’s ideals and message,
Knight sought an integrated solution to keep up with and compile news coverage, as well as provide complete analysis on the
results of coverage and media activities. PR software with integrated news monitoring and analysis offered Knight real-time
insight into media outreach and campaigns, while built-in reporting tools made it easy to share results of PR efforts with key
stakeholders.
“The measurement and reporting features give us a clear and concise picture of the results and success of our media pro-
grams,” Knight said. “As an added bonus, we can easily compile and distribute this information to our executives and other
key contacts throughout the company.”
5. Vocus White Paper 4
Five Strategies For Media Relations Success
Conclusion
While it used to be that blasting out your press release was an effective strategy to get your news covered, that is no longer
the case. In this highly competitive, 24/7 news world, effective outreach requires a more strategic approach to be successful.
Those organizations that successfully compete in this environment employ five key strategies for effective media relations:
they take time to set their target, invest in relationship building with the media, go online for distribution, create an online
newsroom, and commit to tracking and measuring successes.
About Vocus
Vocus, Inc. (NASDAQ: VOCS) is a leading provider of on-demand software for corporate communications and public relations.
Our web-based software suite helps organizations of all sizes manage local and global relationships and communications
with journalists, analysts, public officials and other key audiences. Our software helps customers manage media relations,
monitor and analyze their news, conduct interactive email campaigns, build online newsrooms and manage government
relations activities. Vocus’ PRWeb platform is also recognized as one of the Internet’s leading online news and press release
distribution services. Vocus’ software is available in five languages and can be accessed from any computer via secure login
over the internet with no need for internal hardware, software or IT support. Vocus is based in Lanham, MD with offices in
North America, Europe and Asia. For more information please visit www.vocus.com or call 800.345.5572.