How to Serve Your News Electronically to an Overburdened News Media

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Get targeted tips that will improve your media placements from Mark LaVigne, …

Get targeted tips that will improve your media placements from Mark LaVigne,
APR, Hunter LaVigne Communications Inc.; David Milliken, Senior VP, CNW Group;
Lisa Davis, Senior Marketing Manager, Marketwire; Ron Welch, General Manager,
CPImages; and Ruth Douglas, News Canada.

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  • 1. How to Serve Your News Electronically to an Overburdened News Media June 9, 2009 June 9, 2009
  • 2. David Milliken Senior Vice-President, CNW Group June 9, 2009
  • 3. June 9, 2009
  • 4. “THE TRANSFORMED NEWSROOM WILL BE FILLED WITH MULTI-FUNCTIONAL JOURNALISTS WHO ARE COMFORTABLE CARRYING AROUND A DIGITAL CAMERA AND TINY VIDEO CAMERA, WHO MADE IT PART OF THEIR ROUTINE TO RECORD AUDIO FOR POSSIBLE USE IN PODCASTS OR MULTIMEDIA PROJECT SOUND CLIPS: WHO ARE REGULAR USERS OF SOCIAL NETWORKS AND UNDERSTAND HOW TO LEVERAGE THEM TO COMMUNICATE WITH AND ATTRACT NEW READERS … AND WHO ARE COMFORTABLE AND WILLING TO PUT IN THE TIME TO ENGAGE AND COMMUNICATE WITH THEIR READERS OR VIEWERS INCLUDING PARTICIPATING IN READER COMMENT THREADS ACCOMPANYING THEIR STORIES.” Editor & Publisher June 9, 2009
  • 5. www.j-source.ca www.newswire.ca www.themediamanager.com NEWS ON NEWS E-letter www.cna-acj.com June 9, 2009
  • 6. Lisa Davis Director of Marketing, Marketwire June 9, 2009
  • 7. The Role of Commercial Newswires • At its most basic, the role is simple: helping communicators put their news and information in front of the right audiences so that their messages make an impact • For decades, a newswire’s primarily distribution was ‘push’ - news releases sent via fax, email, into editorial systems, brokerage screens -- a traditional, somewhat controlled process • Seismic shift when the world went online: new audiences, new channels, instant, interactive information, direct-to-consumer communication -- we can reach anyone, anywhere • RSS and subscription-based email makes it easy for people to ‘pull’ your news from various sources June 9, 2009
  • 8. The Role of Commercial Newswires • Public Relations and Media Relations have changed -- today, it can be as important to reach out to a prominent blogger as it is a trade journalist, and online saturation of your story can equal traditional pick-up in newspapers • PR is typically a hybrid approach that mixes traditional outreach with online strategies • Commercial newswires provide solutions for communicators in both traditional and online distribution and offer distinct benefits over DIY strategies because of unparalleled reach, data & technology June 9, 2009
  • 9. The Role of Commercial Newswires REACH • Accessibility: we reach where others can’t – direct feeds into central editorial systems, news aggregators – penetration into Yahoo! News, Google, AOL – opt-in freelance journalists, media and investors who sign up for your news – global partners allow your news to cross borders that may be inaccessible by others • Speed/Simultaneity/Volume: ability to reach thousands of recipients quickly and reliably June 9, 2009
  • 10. The Role of Commercial Newswires DATA • Breadth: in-house management of 600,000+ global media contacts, and access to hundreds of thousands more via worldwide partners • Accuracy: continuous research = accurate data • Targeting: tailored distribution options take your news around the corner or around the world -- reaching specialty and niche markets to align your messages with the most appropriate audiences June 9, 2009
  • 11. The Role of Commercial Newswires TECHNLOGY • Multi-format distribution: text-only, embedded photos, video, XHTML, hyperlinks – information in most any format can be sent to downstream partners that matches their editorial readiness • Hosting/Enabling: assistance going beyond traditional distribution SEO enhancements for better online performance • Syndicating your news with RSS feeds • Hosting/posting news releases and photos June 9, 2009
  • 12. Ron Welch General Manager, Images Assignment Services The Canadian Press Images June 9, 2009
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  • 15. Changing media landscape • The Canadian Press, for many years, a news cooperative that primarily served its member newspapers and radio stations, is now leading the way in the new media landscape • Recognizing the “winds of change” The Canadian Press has put considerable effort and resources over the past decade to morph itself into a company that recognizes and delivers services to the new digital marketplace June 9, 2009
  • 16. Changing media landscape • Today, The Canadian Press is the country’s largest online news provider and, more recently, the leading independent video news provider for websites in Canada • We also just launched a mobile news app for BlackBerry and iPhone in partnership with CTV, The Globe and Mail and other media – Just another example of how we deliver multimedia news to emerging platforms so we can continue to expand the markets we serve to meet today’s and tomorrow’s needs June 9, 2009
  • 17. Embrace change and adapt • Audiences want multimedia news, newsrooms are delivering multimedia reporting and PR professionals are telling their story in multimedia formats - We are embracing change and adapting! • The basic formula for success on my side of the business is still the same -- great photography gets noticed, whether stills or video and fast, convenient delivery makes it easier for editors to find and use your visuals June 9, 2009
  • 18. Newsrooms today and opportunities • Newsrooms are short-staffed, with fewer dedicated photo editors to search out images and with less time to do it. With websites and web portals being as important as newspapers for people looking for news and information, these same editors are often choosing content for both platforms • Fewer photographers and shrinking budgets mean newspapers and TV and radio stations will put all of their resources into covering local and hard news, leaving little time for soft news coverage • Newsrooms are no longer putting a paper to bed in four hours, they are publishing right now on the Web and video, in addition to still images, is becoming more and more popular – meaning these folks are constantly looking for fresh images and video June 9, 2009
  • 19. They want your images and video • Newsrooms are receptive to receiving your images and videos but the content must be what they’re looking for – newsworthy, relevant, interesting or entertaining and delivered in the proper format, and where they can easily find them, as “ready to go” as possible! June 9, 2009
  • 20. “CONTENT IS KING” What can you do to help ensure you are sending newsrooms images that are likely to be used? June 9, 2009
  • 21. Make the right choice Hire the right photographer or videographer News photographers/videographers or organizations that offer this service – they’ve seen and done it all and can offer very helpful advice and ideas Send images in formats and sizes required by media Jpeg images at 300 dpi, 10-inches on the longest side, would be best June 9, 2009
  • 22. Wire photos June 9, 2009
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  • 29. Captions and distribution Captions Very important! Next to headlines, they are the second most read part of a newspaper Distribution Choose wisely how you deliver your images to newsrooms – make sure they are where editors are looking for them -- they have no time to search June 9, 2009
  • 30. Video advice • For online video, keep it short – nothing longer than 1.5 to 2 minutes This is the length of our own online news video, which we’ll be producing even more of leading up to and during the Olympics since The Canadian Press was named The Host National News Agency by the IOC • Avoid “talking heads” • Avoid the urge to over produce and make it look like a TV report • HD quality is not necessary for the web • Offer two options for delivery – a place for media to retrieve the video (pull) or create a link on a server and host it for them – just send the link and they can embed it into their pages…most new users take Flash formats June 9, 2009
  • 31. Ruth Douglas President & CEO, News Canada June 9, 2009
  • 32. Limited by the broadcast signal June 9, 2009
  • 33. #1 Activity online? June 9, 2009
  • 34. News Canada Online Videos June 9, 2009
  • 35. This Blanco online video campaign achieved 7,282,720 unique viewers June 9, 2009
  • 36. The Power of Radio Next to bottled water, a flashlight, a candle and matches, a battery-operated radio is the number one item needed in a household emergency kit June 9, 2009
  • 37. Radio Stats • Radio reaches 90% of Canadian adults every week • Adults listen to traditional radio on average 125 minutes a day • Online radio – 34 minutes a day • Total 159 minutes • 23% more than TV • Double that of the Internet* *Radio Marketing Bureau’s Annual Research Foundation Study, Oct 08 June 9, 2009
  • 38. This Safe Kids Canada radio campaign achieved a national audience of 1,302,300 June 9, 2009
  • 39. Newspaper Stats • In a week 73% of Canadian adults will read a printed edition of a daily newspaper (NADbank Study May 2008) • 74% of those surveyed read the latest edition of their community newspaper (ComBase 2005) June 9, 2009
  • 40. Sico Print Campaign With an investment of $14,120 Sico distributed articles in April, May and June of 2009 June 9, 2009
  • 41. As of June 1st their articles reached 15,564,399 impressions in print alone. Another 10,019,714 impressions from online postings of their articles. June 9, 2009
  • 42. SANYO Internet Radio Media Relations Case Study Mark Hunter LaVigne, APR June 9, 2009
  • 43. Product Synopsis • Internet Radio R227 with built-in WIFI • Also has ethernet jack • Thousands of free stations from around the world without a subscription June 9, 2009
  • 44. Product Synopsis • Enables search by country or genre, with eight Internet station presets • FM stereo digital tuner with eight station presets June 9, 2009
  • 45. Product Synopsis • Quite compact at 215 X 140 X 110 mm/8.6 X 5.6 X 4.4 inches (wxhxd) • Supports such audio files as AAC, AIFF, MP3, RM, WAV, WMA and playlists (M3V) stored on a networked computer • Loaded with clock radio functionality, including wake-to- internet or FM radio, the R227 boasts excellent stereo audio with dual speakers June 9, 2009
  • 46. Objectives • To generate significant early adopter news media buzz for this product! • To generate minimum of 10-million impressions, with a cost per contact of at least $.005 cents June 9, 2009
  • 47. Strategic Considerations • Sanyo’s first major mainstream audio product was its transistor radio in 1956 • Canada is one of the leading countries for both Internet use and WIFI June 9, 2009
  • 48. Strategic Considerations • Canada has very high multicultural mixes in Toronto, Montreal and Vancouver • Canadian retailers very conservative so reluctance to list breakthrough products June 9, 2009
  • 49. Target Audiences • Tech adopters in 30 to 40 year old age demographic, male skewed • New Canadians who want to listen to their radio stations from home • Radio aficionados June 9, 2009
  • 50. Target Markets • Extended Golden Horseshoe, 6.6 million including Ottawa, Peterborough, Kingston, Barrie, London, Guelph, Kitchener, Windsor • Montreal, Quebec City (Laurentians/eastern townships) and smaller Quebec cities 3.6 million June 9, 2009
  • 51. Target Markets • Calgary/Edmonton Corridor: 1.9 million • Vancouver and lower BC mainland including Whistler: 2.6 million • Maritimes June 9, 2009
  • 52. Tactics • Three-day exclusive to 680 News tied in with give-away promotion through their on-line audience (October 23) • Sanyo Canada launch October 27 (worldwide exclusive) • Sanyo US launch not until December 2, 2008 June 9, 2009
  • 53. Tactics • Paid wire distribution with photo as part of Press Pack from Marketwire/The Canadian Press • The Canadian Press photo shoot with product and model with product shots. Canadian Press photographer Dave Starrett captured beautiful generic downtown image in background as directed June 9, 2009
  • 54. Tactics • Product loaner program – all products then purchased by media • Chinese and South Asian media relations conducted by Dynasty Advertising and PR, Markham, ON. Adapted English release June 9, 2009
  • 55. The Money Shot June 9, 2009
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  • 58. News Release Subject line and Headline: Sanyo Canada launches new Internet Radio product June 9, 2009
  • 59. News Release Lead paragraph: Concord, ON, October 27, 2008 – Fifty-two years after it launched one of the world’s first transistor radios, SANYO has unveiled in Canada its new Internet Radio, combining the convenience of Internet radio’s plethora of crystal clear channels from around the world with wireless Internet efficacy. June 9, 2009
  • 60. News Release • The SANYO Internet Radio R227 with built-in WIFI provides an easy to use Internet audio interface that plays thousands of stations and podcasts from around the world without a subscription fee • High resolution product images are available at www.marketwire.com/sanyo/ • 531 words June 9, 2009
  • 61. Results • Total media outlets: 251 (68 traditional) • Total hard copy: 49/Total .com: 200 • Number of Canadian Press photo pick-ups: 129 June 9, 2009
  • 62. Results • Engadget, Electronista, Ubergizmo and Digitaltrends led Blogosphere pick-up • Total captured MRP impressions: 60,418,694 • Total Fees and Disbursements: $16,187.79 June 9, 2009
  • 63. Results • Cost per impression: $.001 • MRP Quality Score: 78.77 % June 9, 2009
  • 64. Results.com June 9, 2009
  • 65. Results – hard copy June 9, 2009
  • 66. http://www.680news.com/news/headlines/more.jsp?con tent=20081023_093300_24028 • MRP.com: 160,631/MRP Radio (2 X per hour, 5:30 to 11:00 am): 1,006,600 • Spirit of the radio re-born as Sanyo launches its new Internet radio in Canada – Fifty-two years after launch of one of world's first transistor radios, Sanyo unveils new Internet radio in Canada • Now your ears can surf the World Wide Web • Sanyo Canada launched ….THE CANADIAN PRESS PHOTO June 9, 2009
  • 67. http://reviews.digitaltrends.com/review/5704/sanyo- r227-internet-radio-review • MRP: 563,200 • Sanyo R227 Internet Radio • November 12th, 2008 | by David Tanaka • It has enough functionality beyond Internet radio to render the device a versatile • Highs: Works as advertised; can store eight stations; plenty of other features; line-out connection…..THE CANADIAN PRESS PHOTO June 9, 2009
  • 68. Thank you. June 9, 2009