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Economic Development Media Relations in the Internet Age
 

Economic Development Media Relations in the Internet Age

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Slides from February 22, 2011, Webinar presented by GIS Planning and Development Counsellors International

Slides from February 22, 2011, Webinar presented by GIS Planning and Development Counsellors International

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  • 1 http://www.grokdotcom.com/2008/11/07/understanding-and-aligning-the-value-of-social-media/

Economic Development Media Relations in the Internet Age Economic Development Media Relations in the Internet Age Presentation Transcript

  • Webinar: Economic Development Media Relationsin the Internet AgePresenters:April Nichols, Director of Marketing, GIS Planning and ZoomProspector.comJulie Curtin, Executive Vice President/Partner, Development Counsellors International
  • Introduction: Part One Topics
    Quick review: changing media landscape
    New rules for communicating with media
    Three ways you can immediately improve your community’s media relations strategy
    Copyright GIS Planning Inc. 2011
  • One Way Old Media
    Social Media
    Web 2.0
    Web 3.0
    The Evolution of Media
    Copyright GIS Planning Inc. 2011
  • Copyright GIS Planning Inc. 2011
  • The Changing Media Landscape
    24 of 25 largest daily newspapers in the U.S. are experiencing record declines in circulation … while real-time news sites like Politico, Huffington Post and TMZ thrive
    44% of people get most of their news online
    There are over 200,000,000 blogs; 54% updated daily
    Wikipedia has over 13 million articles (studies show it has more accuracy than Encyclopedia Brittanica)
    More than 1.5 million pieces of content are shared on Facebook…daily
    *** Sources: Socialnomics 2010, Pew Research Center 2010
    Copyright GIS Planning Inc. 2011
  • “What was once a predictable 24-hour news cycle ... is now an always-on, real-time, constantly evolving flow of news from thousands of mainstream sources backed by feeds from millions of citizen journalists via blogs, Twitter, YouTube, Flickr and the like …”
    --Source: “Real Time Marketing and PR” by David Meerman Scott, 2010
    Copyright GIS Planning Inc. 2011
  • Three things you better get used to
    Copyright GIS Planning Inc. 2011
  • Information is Real-time
    Copyright GIS Planning Inc. 2011
  • Loss of Control
    Image © GIS Planning Inc.
    Copyright GIS Planning Inc. 2011
  • Communication is a Team Effort
    Copyright GIS Planning Inc. 2011
  • Old Rules vs. New Rules…
    Copyright GIS Planning Inc. 2011
  • Old Rules of PR
    Only way to get “ink” and “airtime” was through media
    Companies/ED groups communicated to journalists via press releases, which no one but reporters saw
    Jargon was OK because journalists understood it
    The only way buyers/prospects would learn about a press releases’ content was if the media covered it
    Measuring effectiveness of press releases was through “clip books” created at the end of the year
    Source: The New Rules of Marketing and PR, Second Edition (Nov. 2009) by David Meerman Scott
    Copyright GIS Planning Inc. 2011
  • Old Style News Release …
    Copyright GIS Planning Inc. 2011
  • New Style News Release…
    Copyright GIS Planning Inc. 2011
  • Copyright GIS Planning Inc. 2011
  • Copyright GIS Planning Inc. 2011
  • New Rules of PR …
    PR is no longer just about speaking through the media; ED groups can now communicate directly to target audiences
    We need to adapt our traditional media relations strategies too:
    Reporters doing multiple jobs
    Less time for “desk side meetings” and exploratory interviews
    More focus on internet research for stories
    Copyright GIS Planning Inc. 2011
  • Become a Real-Time Organization ….
    Act before the window of opportunity vanishes (within the hour)
    Empower people to act
    Recognize it will never be perfect
    Engage with media at the moment they need input
    Copyright GIS Planning Inc. 2011
  • 3 Ways to Improve YourCommunity’s Media Relations Strategy
    Follow online news, blogs, twitter feeds; respond to reporters in real time
    Create original content for media – as well as your target audiences (investors and prospects)
    Encourage sharing through your social networks – and fully embrace these tools
    Copyright GIS Planning Inc. 2011
  • Examples - Original Content
    News releases
    (optimized for search engine pick up)
    Live-streamed press conferences
    Reports, Statistics, Ratings/Rankings
    White papers
    Videos
    Presentations
    Copyright GIS Planning Inc. 2011
  • Post News Daily on Your Blog …
    Copyright GIS Planning Inc. 2011
  • Social Media Accounts
    Copyright GIS Planning Inc. 2011
  • Share Good News … on Twitter
    Copyright GIS Planning Inc. 2011
  • Copyright GIS Planning Inc. 2011
  • Copyright GIS Planning Inc. 2011
  • @ZoomProspectoranichols@gisplanning.comwww.gisplanning.comwww.zoomprospector.com
    Copyright GIS Planning Inc. 2011
  • Webinar:
    Economic Development Media Relations in the Internet Age
    Presented by:
    Julie Curtin, EVP/Partner
    Development Counsellors International
  • Discover ….
    1. ….your online communication style
    2. …the intersection of media relations & social media
    3. …your online brand
  • Discover Your Online Communication Style
    = “No One’s Home”
    = “The Megaphone”
    = “The Oprah”
  • Be an not a
    One recent example…..
    @corybooker
  • Social Media & Media RelationsFive Truths…
    1. Fact-first journalism is changing.
    2. Social media powerfully multiplies impact of media placements.
    3. Social channels are telling your story.
    4. Social media tactics can generate media results (but not for long).
    5. Your competitors are embracing it!
  • Social media powerfully multiplies the impact of media placements….
    @MetroOrlandoEDC
    1,492 followers
  • Social channels are telling your story….
  • Social media tactics can generate media results (but not for long)…..
  • Your competitors are embracing social media….
  • “5 Ways Cities are Using Social Media ….”www.mashable.com
    1. Strengthening or Rebranding a Region’s Image
    2. Showcasing Story Ideas for the Media
    3. Attracting Former Residents Back to an Area
    4. Linking Job Seekers to Jobs
    5. Promoting Local and Regional Businesses and Assets
  • Discover Your Online Brand….
    “Your brand isn’t what you say it is…it’s what Google says it is.”
    – Chris Anderson of Wired Magazine
  • If a conversation takes place online and you’re not there to hear it, did it really happen?- Brian Solis, Social Media Author/Futurist
  • Discover Your
    Online Brand/Voice
    Free Social Media Monitoring Tools
    Google Alerts
    Twends
    Blogpulse
    Social Mention
    Search.Twitter.com
  • 5 Things To Do (sometime after this webinar)
    1. Identify the bloggers in your community
    2. Discover your online brand/voice (#mycity)
    3. Check out Mashable at least once a week
    4. Follow your business/economy/industry reporters (local & national)
    5. Read “The New Rules of Marketing &PR”
    Extra Credit: Identify 5 cities/states already embracing social media (& learn!)
  • Thank you!
    Julie Curtin, DCI April Nichols, GIS Planning
    @Marketingplaces @ZoomProspector
    @Aboutdci