Creating a Successful Online Newsroom with Pete Codella and Sally Falkow

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Creating a Successful Online Newsroom with Pete Codella and Sally Falkow presented at the 2011 PRSA Western District Conference in Las Vegas

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Creating a Successful Online Newsroom with Pete Codella and Sally Falkow

  1. 1. Creating a Successful Online Newsroom<br />Why and how to make a newsroom that stands out<br />by Pete Codella, APR and Sally Falkow, APR<br />April 28, 2011<br />
  2. 2. Contact info<br />Pete Codella, APR<br />Sally Falkow, APR<br />Pete@CodellaMarketing.com<br />@Codella<br />@NewsCactus<br />Sally@Press-Feed.com<br />@SallyFalkow<br />@PRESSfeed<br />TXT prpete to 50500<br />for my SMS business card<br />by Contxts.com<br />
  3. 3. Five Ws<br />Who<br />What<br />When<br />Where<br />Why<br />How<br />
  4. 4. Who<br />Who uses an online newsroom anyway?<br />
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  40. 40. Who?<br />Everyone in need of public relationsneeds an online newsroom<br />Use it to create buzz<br />
  41. 41. What<br />A one-stop-online-shopfor news and information<br />
  42. 42. Important elements<br />Spokesperson contact information<br />Search<br />News releases<br />RSS to receive new announcements<br />Social media sharing tools<br />
  43. 43. Important elements<br />Press kits<br />Multimedia<br />Executive biographies<br />Event calendar<br />Links to stories in the news<br />
  44. 44. Important elements<br />Sign-up for email, text messages<br />Links to other company-owned online properties, including social media<br />Financial information<br />Section for crisis communications<br />
  45. 45. Newsrooms and blogs<br />Frequent publishing with keyword-rich content<br />Search benefits<br />RSS feed(s) and email subscriptions<br />
  46. 46. With a newsroom<br />No comment management(like blogging)<br />Not a new type of content(you’re probably already writing press releases)<br />
  47. 47. Content is king<br />Copywriting for the Web<br />Think like the person doing the search<br />Have a strategy for incorporating keywords<br />
  48. 48. https://adwords.google.com/select/KeywordToolExternal<br />
  49. 49. Social media release<br />Contact info that includes social media<br />Fast facts<br />Share this / Tweet this<br />Quick links<br />Multimedia<br />from Shift Communications<br />
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  51. 51. 2011 is the year ofsocial integration<br />Source: Altimeter Group<br />
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  56. 56. Social news<br />75% of online news consumers say they get news forwarded through posts on social networking sites<br />52% say they share links to news with others via those means<br />
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  58. 58. Integrate Your Social Content with your Online Newsroom<br />
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  60. 60. Fortune 100: Adoption<br />77% have a Twitter account<br />75% have a Facebook page and allow people to post to their wall<br />57% have are using YouTube to post videos<br />25 percent have Twitter, Facebook, and YouTube accounts, and maintain a blog<br />
  61. 61. Fortune 100: Integration<br />ALMOST HALF (44%) have no connection at all to their social content (Level 1)<br />33% link away with no strategy. They direct their visitors off their site to the their social content (Level 2)<br />13% link away in a new window and encourage sharing of the content ( Level 3)<br />12% connect correctly, encourage sharing and aggregate the conversation on their newsroom<br />
  62. 62. Fortune 100: Newsroom Features<br />74% have RSS feeds <br />58% have some connect feature<br />13% have a Share This feature <br />43% have images and videos<br />3% use the social media release format on their own website’s newsroom<br />2% offer embed codes for multimedia assets<br />
  63. 63. INC 500: Adoption<br />71% have corporate Facebook pages<br />67% have photos and videos online<br />59% have corporate accounts on Twitter <br />50% have a public facing corporate blog<br />
  64. 64. INC 500: Integration <br />More than two-thirds (68%) have no connection to their social content<br />22% do connect but are only linking away.  (Level 2)<br />6% link in a new window and encourage sharing (Level 3)<br />5% aggregate the conversation on their newsroom or website<br />
  65. 65. INC 500: Newsroom Features<br />11 % have RSS Feeds<br />7% have a multi media gallery<br />Most of them only offer high res images – no embed codes<br />None are using the social media format for releases   <br />
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  68. 68. Contacts<br />Connect<br />Images<br />Blog Posts<br />Video<br />News Releases<br />Feeds<br />Tags<br />Share<br />Tweet<br />Like<br />Twitter feed<br />Media Coverage<br />
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  72. 72. How are PR pros planning to upgrade?<br />Build it custom in-house 48%<br />Use an open source platform 36%WordPress, Drupal <br />Use a newsroom vendor 32%with some social features <br />Use a vendor with a full service 24%social media newsroom<br />
  73. 73. Custom Built - 2 years <br />
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  75. 75. Built on WordPress<br />
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  77. 77. When<br />Yes! Always!<br />
  78. 78. Scheduling<br />Publish now<br />Schedule for future publication<br />Save draft for future publication<br />Coordinate with other events<br />
  79. 79. Where<br />Different domain / same design<br />News.URL.com<br />URLnews.com<br />Consider all viewing screens<br />
  80. 80. Where<br />Admin Web access anywhere, anytime<br />Mobile publishing<br />Twitter, anyone?<br />
  81. 81. Why<br />Self-publish<br />Search optimization<br />Be a resource<br />Present accurate information<br />
  82. 82. Why<br />One more ticket to the search lottery<br />Drive traffic to other online properties<br />Communicate effectively with anyone online<br />
  83. 83. Because<br />An online newsroom supports your online positioning strategy, helping with search optimization and search marketing.<br />
  84. 84. How to use it<br />Pitch stories to the media<br />Highlight otherwise untold stories and unsung heroes<br />Link to newsroom stories from social media<br />
  85. 85. Key takeaways<br />An online newsroom is a very effective public relations tool<br />The newsroom should be easy to find and easy to navigate<br />Support the newsroom — and your other Internet properties — with social media activity<br />
  86. 86. Questions<br />Questions, comments anddiscussion<br />

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