Using Media To Change Your World


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Whether offline or online, your relationship with the public and the media has the power to mobilize new people to undertake the kinds of activities that have the intent or effect of influencing government action, public policy, public participation, social change. Find out how...

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  • Newsrooms are smaller, their aspirations have narrowed and their journalists are stretched thinner. But their leaders also say they are more adaptive, younger and more engaged in multimedia presentation, aggregation, blogging and user content. In some ways, new media and old, slowly and sometimes grudgingly, are coming to resemble each other.
  • Newsrooms are smaller, their aspirations have narrowed and their journalists are stretched thinner. But their leaders also say they are more adaptive, younger and more engaged in multimedia presentation, aggregation, blogging and user content. In some ways, new media and old, slowly and sometimes grudgingly, are coming to resemble each other.
  • Yahoo! added several dozen reporters across news, sports and finance. AOL had 900 journalists, 500 of them at its local Patch news operation. By the end of 2011, Bloomberg expects to have 150 journalists and analysts for its new Washington operation, Bloomberg Government. News Corp. has hired from 100 to 150, depending on the press reports, for its new tablet newspaper, The Daily, though not all may be journalists. Together these hires come close to matching the jobs that we estimate were lost in newspapers in 2010, the first time we have seen this kind of substitution. A report in this year's study also finds that new community media sites are beginning to put as much energy into securing new revenue streams -- and refining audiences to do so -- as creating content.
  • Don’t presume you simply “deserve” the coverage. Build a good media strategy, goals and do the research before you begin any media generation campaign.
  • Who cares? What do you hope to achieve? Communication Goals? Why now? Why is this newsworthy? Can you localize a national story?
  • Nowadays everyone seems to be a self proclaimed “expert,” the best, the most deserving…Then, what makes you so special? If you do the research on local, national stories that are making headlines and the reporters, media outlets than are covering them then you should have no trouble targeting your message to each of them. Reporters don’t have time to weed through typos and vague information, be concise and ACCURATE. Don’t make it obvious that the reporter, blogger you are targeting is just another name in a database a pitch is not a newsletter, it’s a NEWS STORY. What do you want the public to do with this information. No Call to Action is not news. Attachments get sent to spam filters, clog emails, etc. More and more bloggers are also stringers for big news outlets, don’t forget to pitch to them. Tailor the pitch for that online media source and it’s audience. Be specific.
  • These sites sometimes do a better job at covering community news and drawing targeted audiences than newspapers, local tv and radio.
  • Many journalists in traditional newsrooms have left their jobs in recent years to work for online news startups and help shape the future of journalism. The sacrifices they’ve made, though, haven’t always worked out as planned. In 2009, NBC 17’s staffers learned what happens when the future you envisioned quickly becomes the past.
  • Using Media To Change Your World

    1. 1. Transforming the World Using media to motivate social good
    2. 2. About @JessicaCoscia <ul><li>2001 Peace College Mass Com/Jou Grad </li></ul><ul><li>Driven by desire to listen, collaborate, communicate and do something meaningful </li></ul><ul><li>Experience both pitching to and reporting the news </li></ul><ul><li>Focus on public affairs programming </li></ul><ul><li>On launch team for 1 st hyperlocal generated television news affiliated website (NBC 17) </li></ul>
    3. 3. Effective Communication is important to EVERYONE
    4. 4. What We’ll Cover Today <ul><li>The Evolution of Communication </li></ul><ul><ul><li>Old News vs. New Media </li></ul></ul><ul><li>Leveraging New Media for PR Success </li></ul><ul><li>Tips for Generating Media Coverage </li></ul><ul><ul><li>Pitching to the Media </li></ul></ul><ul><ul><li>Making your own news </li></ul></ul>
    5. 5. How would you define “The Media?”
    6. 6. Old News <ul><li>Mass Communication Broadcast Model </li></ul><ul><ul><li>TV, Radio, Print </li></ul></ul><ul><li>Traditional Journalists </li></ul><ul><li>One way messaging </li></ul><ul><li>Spin, Hype and Jargon </li></ul>
    7. 7. New Media <ul><li>Conversation vs. Consumption </li></ul><ul><li>Meaningful and targeted communication </li></ul><ul><li>Relationships; from virtual to physical </li></ul><ul><li>Citizens influencing total news impact </li></ul>
    8. 8. Web News Moves Up <ul><li>In 2010, EVERY news platform saw audiences decline EXCEPT for the Internet. </li></ul><ul><li>More people got news from the web than newspapers. </li></ul><ul><li>News organizations focused more on aggregation than original reporting. </li></ul>2011 Pew Research released March 14, 2010 See FULL Report at:
    9. 9. <ul><li>So is traditional mass media dead? Not quite. </li></ul><ul><li>“ The web and social media are making it easier to communicate with public. At the same time, where there used to be a clear delineation…the web has resulted in a blurred line between the two industries.” </li></ul><ul><li>-Pamela Seiple, HubSpot </li></ul>
    10. 11. <ul><li>What were the top 10 news stories of 2010? </li></ul>Have you been listening?
    11. 13. <ul><li>Media Outreach = Communication. Collaboration. Social Good. </li></ul>Generating Media Coverage
    12. 14. Don’t presume… First things first…
    13. 15. Media Relations Strategy <ul><li>Make a commitment </li></ul><ul><ul><li>EVERYONE must be onboard! </li></ul></ul><ul><li>Set goals – 3 main points you want to get across </li></ul><ul><li>Set a timeline – plan quarterly </li></ul><ul><li>Research & Listen </li></ul><ul><li>Develop networks –media & community </li></ul><ul><li>Mix online and offline </li></ul><ul><li>Measure and adjust </li></ul>
    14. 16. Do your homework Listen, listen, listen <ul><li>Identify – key stakeholders, media, bloggers, influencers and advocates </li></ul><ul><li>Listen – search for conversations related to your particular industry </li></ul><ul><li>Determine - most appropriate mediums </li></ul><ul><ul><li>Observation of human behavior offline and online </li></ul></ul><ul><li>Pinpoint - Current Events or News </li></ul><ul><li>Find - Relevant tie ins, Key dates, events, local places and people </li></ul>
    15. 17. <ul><li>HARO is a great tool to help connect journalists’ story needs with PR Professionals/public who may serve as a good source. </li></ul>Help A Reporter Out
    16. 18. Relationships are Reciprocal <ul><li>Indentify & Engage </li></ul><ul><li>Develop networks </li></ul><ul><ul><li>Influencers, Media, Community </li></ul></ul><ul><li>Position Yourself as an industry leader, partner, and resource </li></ul><ul><li>Be Informed </li></ul><ul><li>Be Responsive and available </li></ul><ul><li>Be Interactive </li></ul><ul><ul><li>Build links online (website, multimedia content, blog, social networks) </li></ul></ul>
    17. 19. Good Pitching <ul><li>Stay on target – Get to the point </li></ul><ul><li>Be Brief </li></ul><ul><li>Be Interesting , Unique, Timely </li></ul><ul><ul><li>Remember your audience and those tie ins </li></ul></ul><ul><li>Personalize </li></ul><ul><li>Be available </li></ul><ul><li>Pitches with visuals go to the front of the line (you don’t need to be a professional photog. – think 9/11, Katrina, Japan Tsunami…) </li></ul>
    18. 20. Pitches we “unlike” <ul><li>Blatantly self promotional </li></ul><ul><li>More Vague Than The Twilight Zone </li></ul><ul><li>Un-Edited content </li></ul><ul><li>Generic/Blanket Pitches </li></ul><ul><li>No Call to Action </li></ul><ul><li>Attachments on emails </li></ul><ul><li>No one to “comment” – no human voice </li></ul><ul><ul><li>Never say “no comment” </li></ul></ul>
    19. 21. Integrate online & offline <ul><li>Online </li></ul><ul><li>Cross promote content </li></ul><ul><li>Enhance media relations </li></ul><ul><li>Talk to reporters on social networks </li></ul><ul><li>HARO, Twitter, Linked In… </li></ul><ul><li>Distribute online content, social media releases </li></ul><ul><li>Offline </li></ul><ul><li>Involve/Educate your staff and partners </li></ul><ul><li>Speak at conferences, meetings and events </li></ul><ul><li>Offer contests and contributed articles to generate publicity with print, radio, TV, events, conferences and other “real life” venues </li></ul><ul><li>Ask for feedback </li></ul>
    20. 22. Measure ROE <ul><li>Return On Engagement </li></ul><ul><li># Twitter followers. Facebook fans & Insights Dashboard </li></ul><ul><li>Blog comments and inbound links </li></ul><ul><li>Website and blog traffic </li></ul><ul><li>You Tube ratings and embedded video </li></ul><ul><li>Influence, community action, movement requires you to what? </li></ul><ul><li>LISTEN, LEARN AND ADAPT!!! </li></ul>
    21. 23. Be Creative <ul><li>Content is KING! </li></ul><ul><li>Create something interesting, compelling, funny that people will naturally want to talk about, share or write about. </li></ul><ul><li>Be remarkable!! </li></ul><ul><li>OPTIMIZE stories: Use photos, videos, links, real people </li></ul>
    22. 24. <ul><li>YOU can report on it! </li></ul>Reporters not listening?
    23. 25. Citizen Controlled Reporting <ul><li>Hyper local and topical sites surfacing online to to fill void left by failing news organizations </li></ul><ul><li>Aggregate news articles from journalists, blog posts, and other content that relates to particular location and/or subject area </li></ul><ul><li>Supplement with user-generated content and encourage citizens to post updates, videos and photos, report crimes and issues, and engage in discussions with their neighbors. </li></ul><ul><li>Focus on deepening community involvement, engaging readers in dialogue, and bringing people together not just online, but also in the real world. </li></ul><ul><li>Sites can empower everyday citizens to share information and raise the issues that are important to them, find solutions, and connect with the places and people around them. </li></ul>
    24. 26. <ul><li> - web, mobile app allows users to browse, post and track complaints and issues in their neighborhood. Empowers citizens to become actively involved in their community by giving them tools to raise civic issues and hold city officials accountable. </li></ul><ul><li> – “Testimony&quot; in Swahili, developed in 2008 to map reports of violence in Kenya after post-election fallout. The Ushahidi platform provides tools for communities to crowd source real-time information using SMS, email, Twitter and the web. Important resource for citizen journalists in times of crisis like the Haiti earthquake, tracking crime in Atlanta, coordinating clean up efforts after 2010 blizzard in Washington DC. </li></ul>Citizen Reporting & Crowdsourcing
    25. 27. <ul><li>Since 2004, more than 800 community news websites have emerged through U.S. </li></ul><ul><li>CNN iReport – Share stories, opinions, video, photos. Discuss issues. Best iReports get vetted and used on CNN platforms. </li></ul><ul><li> – access public records, media mentions, real estate listings, crime reports, local deals, etc. The site encourages you to add your own content , whether it is reviewing a restaurant, requesting a civic service, or participating in an online conversation. Unfortunately, EveryBlock is not available everywhere yet - it is limited to sixteen cities in the U.S. </li></ul>Hyperlocal & Topical News
    26. 28. The People Spoke CNN Listened <ul><li>Tuesday, March 14 , 2011 </li></ul><ul><li>CNN recognized citizen journalists who, through CNN’s iReport, had helped shed light on stories that may have not otherwise have made headlines. </li></ul><ul><li>Categories include: Breaking News, Original Reporting, Compelling Imagery (photos or video), Commentary, Personal Story, and Interview. </li></ul><ul><li>Will you be the next awarded for iReporting excellence? </li></ul>
    27. 29. <ul><li>Methodology: Monthly community focus forums, hyper local and topical web channels, local news aggregates, user generated news, video and pictures, development of community news programs, community blogs, free training and tools… </li></ul><ul><li>Success: Increased web traffic, community engagement built loyalty and brand awareness, less take and more give, TV breaking community stories they would not have otherwise known about. </li></ul><ul><li>Failure: Relied heavily on community involvement. New media was too new. Push back from traditional news team. Failure to find ways to monetize; internet is free. </li></ul>The NC Triangle Tried It. Were we just ahead of our time?
    28. 30. Is this good news or bad news? <ul><li>Might these changes media consumption and interactions engage new kinds of people? </li></ul><ul><li>Offer avenue for civic involvement and engagement? </li></ul><ul><li>Mobilize new people to undertake the kinds of activities, whether offline or on, that have the intent or effect of influencing government action, public policy, public participation, social change? </li></ul>Note: Call to action on sign urging public to “TEXT” To Take Action…
    29. 31. You’ll never know <ul><li>Until you try… </li></ul><ul><li>Remember, your biggest investment is going to be TIME. </li></ul>
    30. 32. Research Tools <ul><li>Survey Tools </li></ul><ul><li>PollDaddy </li></ul><ul><li>SurveyMonkey </li></ul><ul><li>Relationship Building </li></ul><ul><li>HARO </li></ul><ul><li>Journalist Tweets </li></ul><ul><li>Muck Rack </li></ul><ul><li>HARO </li></ul><ul><li>Facebook Search (Groups/Pages/Causes), Twitter Search, Linked In Groups </li></ul>
    31. 33. Measurement Tools <ul><li>Link Tracking </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>HootSuite </li></ul><ul><li>Trend Monitoring </li></ul><ul><li>Google Trends </li></ul><ul><li>Google Alerts </li></ul><ul><li>Twitter Grader </li></ul>
    32. 34. Resources & Tips <ul><li> (2011 State of Media Report released 3/14) </li></ul><ul><li> (launched news aggregation page 3/10) </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    33. 35. [email_address] @JessicaCoscia