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

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 Presentation Transcript

  • 1. Creating a Successful Online Newsroom
    Why and how to make a newsroom that stands out
    by Pete Codella, APR and Sally Falkow, APR
    April 28, 2011
  • 2. Contact info
    Pete Codella, APR
    Sally Falkow, APR
    Pete@CodellaMarketing.com
    @Codella
    @NewsCactus
    Sally@Press-Feed.com
    @SallyFalkow
    @PRESSfeed
    TXT prpete to 50500
    for my SMS business card
    by Contxts.com
  • 3. Five Ws
    Who
    What
    When
    Where
    Why
    How
  • 4. Who
    Who uses an online newsroom anyway?
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29.
  • 30.
  • 31.
  • 32.
  • 33.
  • 34.
  • 35.
  • 36.
  • 37.
  • 38.
  • 39.
  • 40. Who?
    Everyone in need of public relationsneeds an online newsroom
    Use it to create buzz
  • 41. What
    A one-stop-online-shopfor news and information
  • 42. Important elements
    Spokesperson contact information
    Search
    News releases
    RSS to receive new announcements
    Social media sharing tools
  • 43. Important elements
    Press kits
    Multimedia
    Executive biographies
    Event calendar
    Links to stories in the news
  • 44. Important elements
    Sign-up for email, text messages
    Links to other company-owned online properties, including social media
    Financial information
    Section for crisis communications
  • 45. Newsrooms and blogs
    Frequent publishing with keyword-rich content
    Search benefits
    RSS feed(s) and email subscriptions
  • 46. With a newsroom
    No comment management(like blogging)
    Not a new type of content(you’re probably already writing press releases)
  • 47. Content is king
    Copywriting for the Web
    Think like the person doing the search
    Have a strategy for incorporating keywords
  • 48. https://adwords.google.com/select/KeywordToolExternal
  • 49. Social media release
    Contact info that includes social media
    Fast facts
    Share this / Tweet this
    Quick links
    Multimedia
    from Shift Communications
  • 50.
  • 51. 2011 is the year ofsocial integration
    Source: Altimeter Group
  • 52.
  • 53.
  • 54.
  • 55.
  • 56. Social news
    75% of online news consumers say they get news forwarded through posts on social networking sites
    52% say they share links to news with others via those means
  • 57.
  • 58. Integrate Your Social Content with your Online Newsroom
  • 59.
  • 60. Fortune 100: Adoption
    77% have a Twitter account
    75% have a Facebook page and allow people to post to their wall
    57% have are using YouTube to post videos
    25 percent have Twitter, Facebook, and YouTube accounts, and maintain a blog
  • 61. Fortune 100: Integration
    ALMOST HALF (44%) have no connection at all to their social content (Level 1)
    33% link away with no strategy. They direct their visitors off their site to the their social content (Level 2)
    13% link away in a new window and encourage sharing of the content ( Level 3)
    12% connect correctly, encourage sharing and aggregate the conversation on their newsroom
  • 62. Fortune 100: Newsroom Features
    74% have RSS feeds 
    58% have some connect feature
    13% have a Share This feature 
    43% have images and videos
    3% use the social media release format on their own website’s newsroom
    2% offer embed codes for multimedia assets
  • 63. INC 500: Adoption
    71% have corporate Facebook pages
    67% have photos and videos online
    59% have corporate accounts on Twitter
    50% have a public facing corporate blog
  • 64. INC 500: Integration 
    More than two-thirds (68%) have no connection to their social content
    22% do connect but are only linking away.  (Level 2)
    6% link in a new window and encourage sharing (Level 3)
    5% aggregate the conversation on their newsroom or website
  • 65. INC 500: Newsroom Features
    11 % have RSS Feeds
    7% have a multi media gallery
    Most of them only offer high res images – no embed codes
    None are using the social media format for releases   
  • 66.
  • 67.
  • 68. Contacts
    Connect
    Images
    Blog Posts
    Video
    News Releases
    Feeds
    Tags
    Share
    Tweet
    Like
    Twitter feed
    Media Coverage
  • 69.
  • 70.
  • 71.
  • 72. How are PR pros planning to upgrade?
    Build it custom in-house 48%
    Use an open source platform 36%WordPress, Drupal
    Use a newsroom vendor 32%with some social features
    Use a vendor with a full service 24%social media newsroom
  • 73. Custom Built - 2 years
  • 74.
  • 75. Built on WordPress
  • 76.
  • 77. When
    Yes! Always!
  • 78. Scheduling
    Publish now
    Schedule for future publication
    Save draft for future publication
    Coordinate with other events
  • 79. Where
    Different domain / same design
    News.URL.com
    URLnews.com
    Consider all viewing screens
  • 80. Where
    Admin Web access anywhere, anytime
    Mobile publishing
    Twitter, anyone?
  • 81. Why
    Self-publish
    Search optimization
    Be a resource
    Present accurate information
  • 82. Why
    One more ticket to the search lottery
    Drive traffic to other online properties
    Communicate effectively with anyone online
  • 83. Because
    An online newsroom supports your online positioning strategy, helping with search optimization and search marketing.
  • 84. How to use it
    Pitch stories to the media
    Highlight otherwise untold stories and unsung heroes
    Link to newsroom stories from social media
  • 85. Key takeaways
    An online newsroom is a very effective public relations tool
    The newsroom should be easy to find and easy to navigate
    Support the newsroom — and your other Internet properties — with social media activity
  • 86. Questions
    Questions, comments anddiscussion