Media Magnet

Give the press a resource that will keep them coming back for more.

What's the great idea? Give the press a resource that will keep them coming back for more.

Who's doing it? National Association of Children's Hospitals and Related Institutions (NACHRI), Alexandria, Virginia.

What's involved? Earlier this year, NACHRI launched its free, online "Child Health Expert Link" as an upgrade to its usual print directory of child-health experts. The resource—which requires no registration—offers reporters quick and easy access to more than 475 knowledgeable experts in 38 specialties. The directory, available at, is searchable by state, language fluency, media experience, hospital name, or keyword. It's also current—requiring that listings be updated every 120 days by public relations staff at each member hospital. Future plans include adding photographs of experts and allowing member hospitals to upload their latest press releases.

What are people saying? Member hospitals appreciate the potential for increased visibility, and feedback from journalists has been positive. "[Reporters'] jobs are stressful enough as it is," says Norida Torriente, assistant director of public relations. "When you eliminate time-consuming logins and cost barriers such as a registration fee, the service becomes all the more appealing to them."