Media Shmedia: Be your own Newsroom

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From the 2010 Texas School Public Relations Association (TSPRA) Conference in Austin, TX

"The rapidly changing communication landscape presents numerous challenges for PR professionals. Organizations depending on traditional media outlets to be the main and preferred communication channel to reach and influence audiences are often finding it harder to have their stories expand their reach with shrinking newsrooms.

PR pros must be adept at effectively integrating and managing the communication channels at their disposal. These new challenges provide us with new and exciting ways to leverage traditional PR techniques along with social media skills to help our organizations and clients remain visible and connected with key audiences."

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Media Shmedia: Be your own Newsroom

  1. Media, Shmedia: be your own newsroom Richie Escovedo | Mansfield Independent School District
  2. Let's talk about... The media landscape Why should you care? Thinking like a publisher http://www.flickr.com/photos/paurian/3552530403/
  3. http://www.flickr.com/photos/bettinatizzy/2304286560/ I. The media landscape
  4. News Paradox Shrinking newsrooms and the expanding news landscape (print, local TV, Niche media, Radio, New Media, etc.) I. The media landscape
  5. In 2009 over 290 papers folded, 45 launched - nine of those being online or Web-first. Major newspapers had a combined 421 layoffs and buyouts. Vocus2010 State of the Media I. The media landscape
  6. I. The media landscape
  7. I. The media landscape
  8. In local television, news staffs, already too small to adequately cover their communities, are being cut at unprecedented rates. 2009 State of the News Media Report Pew Projectfor Excellence in Journalism http://www.flickr.com/photos/sharynmorrow/18753251/
  9. Audience migration to the Internet accelerating. Traffic to the top 50 news sites rose 27% in 2008. 2009 State of the News Media Report Pew Projectfor Excellence in Journalism http://www.flickr.com/photos/mgrap/2324906096/
  10. however...
  11. "...while the news landscape has rapidly expanded, most of what the public learns is still overwhelmingly driven by traditional media—particularly newspapers... How News Happens ~ Pew Research Center’s Project for Excellence in Journalism "New technology was more prevalent as a way for media— both traditional and new—to break news more quickly. The Web is now clearly the first place of publication."
  12. February 18, 2010
  13. February 18, 2010
  14. Journalists depending on Social Media for Story Research 89% Use Blogs 65% Use SocNets 52% Use Microblogging From survey conducted by Cision and Don Bates of The George Washington University’s Master’s Degree Program in Strategic Public Relations
  15. February 19, 2010
  16. Say hello to the crowd (they're probably online right now) (they are http://www.flickr.com/photos/partsnpieces/255319188/
  17. why is this important for school PR?
  18. Districts are brands and communities are buyers II. For School PR
  19. What do school districts sell? http://www.flickr.com/photos/rakspassion/4287819064/
  20. School districts sell trust For effective relationship with community, stakeholders must trust provide safe learning environments; teachers' instructional standards and expectations; all students given every opportunity to succeed and achieve; parents are wanted and integral; technology and instruction will not be mutually exclusive; when things go wrong, the district will be open and honest when communicating and work to mitigate future issues; tax dollars will be used with sound fiscal judgment; facilities will be constructed and maintained; and the best interest of students' education will be the guide.
  21. Our stakeholders are buyers We want them to buy our messages about information, events, elections, changes, celebrations, discussions, policies, crises, etc.
  22. III. Think like a publisher http://www.flickr.com/photos/jmtimages/1065000916/
  23. http://www.flickr.com/photos/8692813@N06/3793541781/ can you communication channel-surf?
  24. Public Relations > Media Relations Public Relation(ships) "PR/communications and its essential premise of storytelling and relationship-building is like the earth—land, shall we say. Social media is like the tectonic plates shifting to create mountains, valleys, earthquakes. It’s still land, but the way we traverse it is different." - Albert Maruggi
  25. Be honest. Think about how your audience wants to receive the information and messages. Determine which communication channels are going to effectively reach your publics. Listen to what your stakeholders have to say about your actions. III. Think like a publisher
  26. What will you say? How and where will you say it?
  27. Media types Owned media Paid media Earned media Participatory media http://blogs.forrester.com/marketing/2009/12/defining-earned-owned-and-paid-media.html
  28. Media types Owned media Paid media Earned media Participatory media
  29. Media types Owned media Paid media Earned media Participatory media
  30. Media types Owned media Paid media Earned media Participatory media
  31. equalizes the balance of power, providing a dedicated platform that gives voice to the consumer and a channel for their ideas
  32. http://www.flickr.com/photos/caribb/98956768/ IV. Rethink Press Releases & Newsrooms
  33. Social Media Release The structure of the social media release is: News headline Keyword-rich introductory paragraph that provides relevance and context - this helps with finding the release through search Supporting facts - data, stats, research Quote(s) Embeddable video, audio and images RSS for organization news Related links Comments Share this - Twitter, FriendFeed, Tumblr, Posterous, GoogleReader, Delicious Digg, Reddit, StumbleUpon and other relevant news aggregators and communities Blog and email this link Bookmarks Post in - Facebook, Beebo, MySpace, or a relevant social network for sharing - Contact: hcard, vcard, LinkedIn, Facebook http://www.conversationagent.com/2009/08/creating-the-desire-for-news.html
  34. that sounds hard...
  35. District Press Release Revisited Try this with your releases: News headline Keyword-rich copy that provides relevance and context (SEO) Supporting details and quote(s) Place links within release to send buyers to other relevant areas in your site Leverage video, audio and photos Offer related information Options for sharing to extend your reach Let releases be a stand-alone news items
  36. newsrooms function vs. form here to communicate not decorate not just for media but don't ignore media hosting considerations one of many digital outposts
  37. "Nothing beats knowing what you want to say, why it matters, and to whom. You still have to do your homework and you still have to write something compelling (meaning well written.)" ~ Brian Solis
  38. As news is posted faster, the official version of events from your organization is vital http://www.flickr.com/photos/bekahstargazing/318930460/
  39. http://www.flickr.com/photos/eyeline-imagery/4342543312/ V. Ethics, Transparency and Listening
  40. The education PR professional shall: Be guided constantly by pursuit of the public interest through truth , accuracy , good taste and fairness; follow good judgment in releasing information; not intentionally disseminate misinformation or confidential data; avoid actions which lessen personal, professional http://www.tspra.org/about-tspra/mission-a-vision/code-of-ethics or organizational reputation. Ethics
  41. How important is it? Transparency
  42. "Be open, be clear, and be honest. False views have a way of coming back to haunt you when you least need or expect them to – truth and transparency are the perfect foils to any and every misquote. Keep it simple and keep it honest and you’ll find the respect of your audience, targeted and otherwise." ~ Danny Brown Transparency
  43. The "Suck" or "Die" Factor "[District] + sucks" "[School] + sucks" "Die + [District]" "i+hate +[School]" http://www.flickr.com/photos/grimages/1098988039/
  44. Monitoring: Perspctv http://www.perspctv.com/ IceRocket http://www.icerocket.com/ Twitter Search http://search.twitter.com/ Google Alerts http://www.google.com/alerts Backtype http://www.backtype.com/connect Much more (free and paid) http://wiki.kenburbary.com/social-meda-monitoring-wiki http://www.flickr.com/photos/emilybean/1216468104/ Listening
  45. Sources & Additional Resources http://www.stateofthemedia.org/2009/index.htm http://www.journalism.org/analysis_report/how_news_happens http://nextcommunications.blogspot.com/2009/08/school-districts-sell-trust.html http://mashable.com/2010/02/11/social-objects/ http://blogs.forrester.com/marketing/2009/12/defining-earned-owned-and-paid-media.html http://www.conversationagent.com/2010/02/trust-in-media-down-good-news-for-experts.html http://www.pr-squared.com/index.php/2010/02/trail-of-breadcrumbs http://www.pr-squared.com/2008/04/social_media_release_template.html http://www.conversationagent.com/2009/08/creating-the-desire-for-news.html http://wiki.kenburbary.com/social-meda-monitoring-wiki http://www.slideshare.net/bnixon/public-relations-during-times-of-crisis-presentation http://nextcommunications.blogspot.com/2009/10/facebook-fan-page-rules-for-school.html http://prsarahevans.com/2010/01/how-to-set-up-a-free-online-monitoring-system/ http://www.briansolis.com/2008/11/reinventing-crisis-communications-for/ http://delicious.com/rescovedo/online-pressrooms
  46. Contact Me Richie Escovedo Director of Media and Communications Mansfield Independent School District E-mail: richie.escovedo@gmail.com Twitter: http://twitter.com/vedo Blog: http://nextcommunications.blogspot.com/ LinkedIn: http://www.linkedin.com/in/rescovedo Delicious: http://delicious.com/rescovedo

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