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Reinventing News on your University Website



Delivered at the PRSA Counselors to Higher Education Senior Summit, April 25-27, 2012, Washington, D.C.

Delivered at the PRSA Counselors to Higher Education Senior Summit, April 25-27, 2012, Washington, D.C.
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  • Find inspiration beyond higher ed\nThese are who are setting standards for a news experience on the web. Let’s match up.\nThey often have similar budget/resource constraints to us\n
  • bring together multiple sources of on-campus (and external) content\nintegration of social - both as features on the site and informing our coverage\nemphasis on storytelling, rich media\n
  • 2. show, don’t tell. this is where social comes in, and campus content networks - build affinity, assert relevance - audiences are more than media\n
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  • ca. 1996\nnews releases geared toward media, text-heavy\n
  • This raises a lot of questions\nWhat is the place of… Video, audio, photos, Live chats, Instagram, Storify, user generated content\nWhat is the role of…SEO, tagging, linking\nHow do we make content… social, relevant, contextual\n
  • Potemkin homepages\n
  • also what’s the role of the higher ed newsroom. if we think we’re king of the world...\n
  • ...we’re going to hit the iceberg of reality sooner or later.\n
  • icebreaker - clarify, carve a path, set out in a direction\n
  • fleet in formation - guide all comms units in a common direction, in the service of institutional goals\n
  • News is a story that takes the reader somewhere.\nWe’re past the era of pushing things out there We need to engage with a story. Something of value, that matters.\n
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  • goals and storytelling should live at the core of this\n
  • Build social - shareable AND shareworthy\n
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  • Permeable\nLowered boundaries\n
  • your community is the coauthor of your brand story\nthey’re out there living it. they’re out there making what’s written on your brand strategies and mission statements the truth.\nwe count on our community to share our content, spread our brand - if we have a social media strategy, we’re already writing our community in as co-author. \n
  • live chats, solicitations, pulling tweets\n
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  • Your community is the co-author of your brand story.\n\n
  • Listening\n
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  • Curation\n
  • News is happening in real-time.\n(So is social.)\n
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  • search/social - news stories are your ambassadors, gateway to your site/brand - \nWhere do people go from there? Where is your news leading people? \nPress releases and SEO\n
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  • Be creative, find new angle - BU one class,, one day - Duke Op-Ed page - BU Profs Voices\nMichael Smart talked about this - pop culture - mathletes\n
  • Be creative, find new angle - BU one class,, one day - Duke Op-Ed page - BU Profs Voices\n
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  • Be creative, find new angle - BU one class,, one day - Duke Op-Ed page - BU Profs Voices\n
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  • editorial meetings/planning/sharing\nyour communications staff is a team, the quality of your content boosts your score\nshare resources/don’t duplicate efforts\n
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  • who owns?\nwho edits?\nwhere do stories come from? how are you sourcing content?\n
  • News is not an island.\nIt’s an archipelago.\nMultichannel publishing\nshaped by style guide, message architecture\n
  • one voice. one plan.\n
  • where things are published, and when. which channels?\n
  • design - News is its own content type - stories need visual support to have high impact - get inspiration from Edustyle, Society for News Design, Mainstream Media\nNews needs visual \nsupport for big impact\n
  • News is a unique content type; treat it accordingly\nHave a CMS that Supports news publishing- Content centric\nDrupal, Wordpress, JoomlaNPR’s Core PublisherBlog?\n
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  • “These are weird times for publishing” - Erin Kissane\nRes[opnsive design\n
  • important with apps, syndication, responsive web design\n
  • content throughout your site - on your homepage\nInvolve your programmers\nThink of news like a product\nBlend feeds, make more interactive\n Syndication\n Apps and widgets\n
  • What’s the impact?\n Who’s reading what?\n How do we make smarter decisions in the future?\n
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  • reporters are on Twitter now\nHigher Ed Live\n
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Reinventing News on your University Website Reinventing News on your University Website Presentation Transcript

  • Reinventing News onYour University WebsiteGeorgiana CohenPRSA Counselors to Higher Education Senior SummitApr. 26, 2012@radiofreegeorgy #prsache
  • #prsache @radiofreegeorgyIntroduction 2
  • #prsache @radiofreegeorgyIntroduction 2
  • #prsache @radiofreegeorgyIntroduction 2
  • #prsache @radiofreegeorgyIntroduction 2
  • #prsache @radiofreegeorgyIntroduction 2
  • #prsache @radiofreegeorgyIntroduction 3
  • #prsache @radiofreegeorgyIntroduction 1. The Tufts Now project 3
  • #prsache @radiofreegeorgyIntroduction 1. The Tufts Now project 2. The higher ed news landscape 3
  • #prsache @radiofreegeorgyIntroduction 1. The Tufts Now project 2. The higher ed news landscape 3. The role of storytelling 3
  • #prsache @radiofreegeorgyIntroduction 1. The Tufts Now project 2. The higher ed news landscape 3. The role of storytelling 4. Planning and publishing 3
  • #prsache @radiofreegeorgyTufts Now The problem 4
  • #prsache @radiofreegeorgyTufts Now The goal http://www.flickr.com/photos/nayrb7/539876343/ 5
  • #prsache @radiofreegeorgyTufts Now The team 6
  • #prsache @radiofreegeorgyTufts Now The solution 7
  • #prsache @radiofreegeorgyTufts Now 8
  • #prsache @radiofreegeorgyOnline news in higher ed: an overviewWhat is the purpose of news on a university website? 1. Support brand, message and institutional goals 2. Connect with audiences through storytelling, delivery and presentation 9
  • #prsache @radiofreegeorgyOnline news in higher ed: an overviewState of Print and ElectronicPublications in Higher Ed94% of survey respondents (vs. 82% in 2009 and 77% in2007) say that their institutions are relying more onelectronic publications.Yet only 38% say their budget for electronic publicationshas increased over the past two years (vs. 42% in 2009and 44% in 2007!)(Dec. 2010) 10
  • #prsache @radiofreegeorgyOnline news in higher ed: an overview • Poor design • Not dynamic • Unclear audience • Ineffective storytelling • Not social • Stuck in 20th centuryhttps://www.mediabistro.com/10000words/nostalgia-11-retro-news-website-homepages_b3518 11
  • What about... • Video, audio, photos • Social media • New channels & content types • User-generated content and community management • SEO, tagging, linking • Relevance and context http://www.flickr.com/photos/acf_windy/4558343285/http://www.flickr.com/photos/ross_elliott/4575418100/
  • The state of higher ed newsrooms Potemkin homepages http://fourchapters.com/2010/03/word-time-potemkin-village/ 13
  • #prsache @radiofreegeorgyOnline news in higher ed: an overview 14
  • #prsache @radiofreegeorgyOnline news in higher ed: an overview 15
  • The state of higher ed newsrooms 16http://www.flickr.com/photos/anhonorablegerman/5604470991/
  • The state of higher ed newsrooms 17http://www.flickr.com/photos/usnavy/5782179390/ http://www.flickr.com/photos/anhonorablegerman/5604470991/
  • News and storytelling 18 http://www.flickr.com/photos/umjanedoan/497411169/
  • #prsache @radiofreegeorgyNews and storytelling “ We see in stories. 19
  • #prsache @radiofreegeorgyNews and storytelling “ We see in stories. We see ourselves in stories. 20
  • #prsache @radiofreegeorgyNews and storytelling “ The best stories — the most inherently share-worthy stories — are the ones for which it would be almost weird to email them to someone — or tweet them to someone, or whatever — without an introductory “WOW” or “WHOA” or “WTF.” http://www.niemanlab.org/2011/03/lessons-of-the-like-log-the-big-story-and-the-nuances-of-shareability/ 21
  • #prsache @radiofreegeorgyNews and storytelling “ …Releases with the elements of a good news story—a little drama, a person fighting for what is right, a villain—have scores four to five times higher than those about the success of a program. http://chronicle.com/article/Colleges-Rehab-Their-Web-Sites/127170/ 22
  • #prsache @radiofreegeorgyNews and storytelling “ We like well told stories, but we really love the ones we can identify with. If a press release can plant the image of ourselves using that product, attending that event, buying that stock, it’s been a story well told. Rod Nicolson, PR Newswire, March 28, 2011 http://blog.prnewswire.com/2011/03/28/storytelling-rules-writing-better-press-releases/ 23
  • #prsache @radiofreegeorgyNews and storytelling h"p://www.ishmaelscorner.com/2012/03/27/aligning8business8storytelling8with8what8the8media8values/? 24
  • #prsache @radiofreegeorgyNews and storytelling“ Im a sophomore at Tufts, and I just read todays tufts.edu profile on the woman working with the Massachusetts Gay and Lesbian Council. I wanted to say how proud I am to go to a school that would put an article like that on the main school site without any fuss. My friends sister visited from another university this weekend, and she mentioned how her school website featured pictures of cheerleaders at a football game, while ours had an article about Ghana, and now gay rights. This is why Im so happy to be here. Thank you =) 25
  • Online newsroom PlanningPlanning and publishing 26 http://www.flickr.com/photos/wscullin/3770015203/
  • #prsache @radiofreegeorgyPlanning and publishing Why?http://www.flickr.com/photos/mukluk/174688752/ 27
  • #prsache @radiofreegeorgyPlanning and publishing A New Model for New News Mission for the digital marketplace (developed in 2008) “ Create content that will satisfy a full range of consumers’ news needs and then build the links that will connect people to the relevant news they seek. http://www.ap.org/newmodel.pdf 28
  • #prsache @radiofreegeorgyPlanning and publishing “ Especially when were talking about newer generations of consumers, people and their social graphs are the last mile. Valeria Maltoni Conversation Agent Nov. 14, 2010 29
  • #prsache @radiofreegeorgyPlanning and publishing Rule 1.  Know your audience. Rule 2. Give your audience what they need to achieve their goal. Rule 3.  Help your audience tell the world about your story. http://blog.prnewswire.com/2011/03/28/storytelling-rules-writing-better-press-releases/ 30
  • #prsache @radiofreegeorgyPlanning and publishing News is social 31
  • #prsache @radiofreegeorgyPlanning and publishing News is permeable http://www.flickr.com/photos/fdctsevilla/4306301206/ 32
  • #prsache @radiofreegeorgyPlanning and publishing Community as co-authorhttp://www.flickr.com/photos/fdctsevilla/4306301206/ 33
  • #prsache @radiofreegeorgyPlanning and publishing Interactivityhttp://www.flickr.com/photos/36821100@N04/3896331106/in/photostream/ 34
  • #prsache @radiofreegeorgyPlanning and publishing 35
  • #prsache @radiofreegeorgyPlanning and publishing 36
  • #prsache @radiofreegeorgyPlanning and publishing 37
  • #prsache @radiofreegeorgyPlanning and publishing 38
  • #prsache @radiofreegeorgyPlanning and publishing 39
  • #prsache @radiofreegeorgyPlanning and publishing Listening, Listening, Listening. 40
  • #prsache @radiofreegeorgyPlanning and publishing 41
  • #prsache @radiofreegeorgyPlanning and publishing 42
  • #prsache @radiofreegeorgyPlanning and publishing 43
  • #prsache @radiofreegeorgyPlanning and publishing Moving in real-timehttp://www.flickr.com/photos/julianlim/4598412264/ 44
  • #prsache @radiofreegeorgyPlanning and publishing Moving in real-time 45
  • #prsache @radiofreegeorgyPlanning and publishing Moving in real-time 46
  • #prsache @radiofreegeorgyPlanning and publishing News as landing pagehttp://www.flickr.com/photos/argenberg/184104386/ 47
  • #prsache @radiofreegeorgyPlanning and publishing “ Readers seek up-to-the-minute information in a media-rich environment that includes video, message boards, and opportunities to connect via social networks. ... Online publications must be optimized to help people find you. 48
  • #prsache @radiofreegeorgyPlanning and publishing Discoverability • Social (Sharing) • Search (SEO) • Media pickup • Your website • RSS • Mobile • Digital signagehttp://www.flickr.com/photos/somegeekintn/3709203268/ 49
  • #prsache @radiofreegeorgyPlanning and publishing New angleshttp://www.flickr.com/photos/18016623@N00/3666990528/ 50
  • #prsache @radiofreegeorgyPlanning and publishing 51
  • #prsache @radiofreegeorgyPlanning and publishing 52
  • #prsache @radiofreegeorgyPlanning and publishing 53
  • #prsache @radiofreegeorgyPlanning and publishing New content types 54
  • #prsache @radiofreegeorgyPlanning and publishing 55
  • #prsache @radiofreegeorgyPlanning and publishing 56
  • #prsache @radiofreegeorgyPlanning and publishing Teamworkhttp://www.flickr.com/photos/wonker/1436280027/ 57
  • #prsache @radiofreegeorgyPlanning and publishing http://onforb.es/ newnewsroom 58
  • #prsache @radiofreegeorgyPlanning and publishing Editorial workflow and lifecycle http://www.flickr.com/photos/17258892@N05/2588347668/ 59
  • #prsache @radiofreegeorgyPlanning and publishing Channel alignmenthttp://en.wikipedia.org/wiki/File:Sch%C3%A4renTurku.jpg 60
  • #prsache @radiofreegeorgyPlanning and publishing Style guidehttp://www.flickr.com/photos/londonmatt/3559945802/ 61
  • #prsache @radiofreegeorgyPlanning and publishing Editorial calendarhttp://www.flickr.com/photos/dafnecholet/5374200948/ 62
  • #prsache @radiofreegeorgyPlanning and publishing Design http://www.flickr.com/photos/wonker/1436280027/ http://www.flickr.com/photos/myklroventine/3230231844/ 63
  • #prsache @radiofreegeorgyPlanning and publishing Content management http://www.flickr.com/photos/seattlemunicipalarchives/4112145071 64
  • #prsache @radiofreegeorgyPlanning and publishing “ Why are we letting the delivery platform hold our content hostage? News organizations should instead be ‘content-first,’ and use tools that promote content above all else. Max Cutler Sept. 13, 2010 http://www.maxcutler.com/2010/09/13/what-is-a-news-cms 65
  • #prsache @radiofreegeorgyPlanning and publishing Publishing is changing rapidly. 66
  • #prsache @radiofreegeorgyPlanning and publishing Structured content and APIs More: http://mcont.co/ mcstructuredcontent 67
  • #prsache @radiofreegeorgyPlanning and publishing Portability and syndication 68
  • #prsache @radiofreegeorgyPlanning and publishing Measurement 69
  • #prsache @radiofreegeorgyPlanning and publishing What is the future of PR in higher ed?http://www.flickr.com/photos/renaissancechambara/3122900531/ 70
  • #prsache @radiofreegeorgyPlanning and publishing• Listening is critical• Build relationshipswith the media• Don’t rely on mediato tell our stories• Press releases arenot just for the press• Go beyond text• Real-time relevance http://bit.ly/futureofpr 71
  • #prsache @radiofreegeorgyPlanning and publishing “ Universities have an opportunity to leapfrog the mainstream media and explain our research, teaching and wider contributions to society in forms beyond the text-based press release. ... We have websites, and access to the tools needed to reach the public. Kyle Christie, King’s College (London), Aug. 7, 2011 http://kylelchristie.com/2011/08/07/is-it-possible-to-go-beyond-press-releases/ 72
  • #prsache @radiofreegeorgyReferences Denison denison.edu/theden UT-Austin utexas.edu/know 73
  • #prsache @radiofreegeorgyReferences BU Today www.bu.edu/today Vanderbilt News news.vanderbilt.edu 74
  • #prsache @radiofreegeorgyReferences Emory News Center www.news.emory.edu Pepperdine Community community.pepperdine.edu 75
  • #prsache @radiofreegeorgyReferences Books • David Meerman Scott, “New Rules of Marketing and PR,” “Real-Time Marketing and PR” • Mark Luckie, “The Digital Journalist’s Handbook” • C.C. Chapman & Ann Handley, “Content Rules” Resources • News University • Society for News Design Blogs • Nieman Lab • PBS Media Shift • Adam Westbrook 76
  • Thank you! Questions?www.takethecrosstown.com@radiofreegeorgy / @crosstowncomm