Even though having a kick-butt online media room is crucial to success, it is also important to consider the following: At events the media are covering, be sure you make printed media kits available. Not all journalists have access to computers when they're on the road.
It's OK to make only a few images such as color slides available in your printed media kit. Then refer the media to your online media room, where they can view a larger sample of what's available.
Even if you have an online media room, make news releases available by fax or e-mail, particularly in breaking-news situations. Many reporters want something they can hold in their hands, or file along with other paper documents.
For more advice on how to best attract, handle, and keep the media coming back to your online media room, as well as your other events, see Special Report #22 "How to Create an Online Media Room and Keep the Media Coming Back"