Social media newsrooms

STUART BRUCE Corporate communications, public affairs, public relations and social mediaSOCIAL MEDIA NEWSROOMSCHARTERED INSTITUTE OF PUBLIC RELATIONSSOCIAL SUMMERTWEET USING #CIPRsm and @stuartbruce

Why the heck should I listen to Stuart?• Started in public relations in 1989, but still no grey hairs• Did UK‟s first social media news release in 2006 – maybe!• Built world‟s first multi-language social media newsroom – probably!• Created social media newsrooms and provided modernised media relations counsel to lots of companies including: #CIPRsm @stuartbruce www.stuartbruce.biz

Do you know this man? #CIPRsm @stuartbruce www.stuartbruce.biz

A „founding father‟ of public relations Ivy Lee #CIPRsm @stuartbruce www.stuartbruce.biz

World‟s first press release #CIPRsm @stuartbruce www.stuartbruce.biz

World‟s first press release • Atlantic City train crash – 53 killed • On October 26, 1906 Ivy Lee issued press release on behalf of Pennsylvania Railroad company • The New York Times printed it word for word on October 30, 1906 #CIPRsm @stuartbruce www.stuartbruce.biz

Declaration of principles "This is not a secret press bureau. All our work is done in the open. We aim to supply news. This is not an advertising agency. If you think any of our matter ought properly to go to your business office, do not use it. Our matter is accurate. Further details on any subject treated will be supplied promptly, and any editor will be assistedmost carefully in verifying directly any statement of fact. ... In brief, our plan is frankly, and openly, on behalf of business concerns and public institutions, to supply thepress and public of the United States prompt and accurate information concerning subjects which it is of value and interest to the public to know about." #CIPRsm @stuartbruce www.stuartbruce.biz

100 years later – February 27, 2006 #CIPRsm @stuartbruce www.stuartbruce.biz

May 23, 2006 – open source template #CIPRsm @stuartbruce www.stuartbruce.biz

SMNRs not a panacea for c**p press releases #CIPRsm @stuartbruce www.stuartbruce.biz

Principles of a good news release• It‟s NEWS stupid• Facts• Truth• Zero tolerance of spin and marketing bulls**t #CIPRsm @stuartbruce www.stuartbruce.biz

EC = MCEvery Company is a Media Company Source: Tom Foremski#CIPRsm @stuartbruce www.stuartbruce.biz

Benefits of a social media newsroom• Publish your own content• Curate other relevant content• Make it easy to share and re-publish your content• Reach audiences directly without media filter• Enable journalists/bloggers to access facts more easily• Publish multimedia content and graphics• Reduce calls to press office• Helps more journalists use more accurate information• Fast and easy to publish content directly • even from a mobile!• Search - SEO• … and SEO again #CIPRsm @stuartbruce www.stuartbruce.biz

Elements of a social media news release Headline Intro Body Anchor Text Quotes Extra Facts Multimedia Infographics Social Email Social Links Sharing Sharing Bookmarking Creative Contacts Commons #CIPRsm @stuartbruce www.stuartbruce.biz

Elements of a social media news release Headline Intro Body Anchor Text HEADLINES • Write for both search engines and Quotes real people Extra Facts Multimedia Infographics • 90-120 characters in length • Keywords nearer to start of Social headline Email Social Links Sharing Sharing Bookmarking • Email subject line or Twitter • Might be all people ever see Creative Contacts Commons #CIPRsm @stuartbruce www.stuartbruce.biz

Elements of a social media news release Headline Intro Body Anchor Text INTRODUCTORY PARAGRAPH • Tell the whole story Quotes • Who, why, what, when, where, how Extra Facts Multimedia Infographics • Might be all people ever see Social Email Social Links Sharing Sharing Bookmarking Creative Contacts Commons #CIPRsm @stuartbruce www.stuartbruce.biz

Elements of a social media news release Headline Intro Body Anchor Text BODY COPY • Bullet points or prose Quotes • Proper prose for meMultimedia Extra Facts everytime Infographics • Write well – spelling, grammar • Good writing still matters Social Email Social Links Sharing Sharing Bookmarking Creative Contacts Commons #CIPRsm @stuartbruce www.stuartbruce.biz

Elements of a social media news release Headline Intro Body Anchor Text ANCHOR TEXT LINKS • Keywords or phrases are linked to Quotes another page on theMultimedia Extra Facts internet Infographics • Link must be very specific e.g. “sharpest mobile screen” to page Social about screen, not just the mobile Email Social Links Sharing • Provides people with access to Sharing Bookmarking more information and good for SEO Creative Contacts Commons #CIPRsm @stuartbruce www.stuartbruce.biz

Elements of a social media news release Headline Intro Body Anchor Text CREATIVE COMMONS LICENCE • Some companies still carry dire Quotes warnings “for media Multimedia Extra Facts use only” Infographics • Type of online „copyright‟ release • Might need different types for news Social (allow change) and other resources Email Social Links Sharing (don‟t Sharing Bookmarking allow change, just use) Creative Contacts Commons #CIPRsm @stuartbruce www.stuartbruce.biz

Elements of a social media news release Headline Intro Body Anchor Text Quotes Extra Facts Multimedia Infographics Social Email Social Links Sharing Sharing Bookmarking Creative Contacts Commons #CIPRsm @stuartbruce www.stuartbruce.biz

Elements of a social media newsroom RSS Image Gallery Video Gallery Syndicate/link Search Tag Cloud other content Coverage Corporate Spokespeople Archive Calendar Content Backgrounders Sharing #CIPRsm @stuartbruce www.stuartbruce.biz

Elements of a social media newsroom RSS Image Gallery Video Gallery RSS • “The report of my death was an Syndicate/link exaggeration” Mark Twain Search Tag Cloud other content • Use it on many news apps without realising it • Help Coverage people subscribe to yourCorporate news Spokespeople Archive Calendar Content Backgrounders Sharing #CIPRsm @stuartbruce www.stuartbruce.biz

Elements of a social media newsroom RSS Image Gallery Video Gallery CONTENT SHARING • Photos - Flickr / Picassa Syndicate/link Search - YouTube / Vimeo • Video Tag Cloud other content • Documents – Scribd / Edocr • Presentations – SlideShare / Prezi Coverage – iTunes / Audioboo • Audio Corporate Spokespeople Archive Calendar Content Backgrounders Sharing #CIPRsm @stuartbruce www.stuartbruce.biz

Elements of a social media newsroom RSS Image Gallery Video Gallery Syndicate/link Search Tag Cloud other content Coverage Corporate Spokespeople Archive Calendar Content Backgrounders Sharing #CIPRsm @stuartbruce www.stuartbruce.biz

Building a social media newsroom• Build your own using open source CMS:• Use a commercial white label system e.g.:• Build your own using commercial/proprietary CMS #CIPRsm @stuartbruce www.stuartbruce.biz

Build it and they will come… … in your dreams! #CIPRsm @stuartbruce www.stuartbruce.biz

Using a social media newsroom• Think of all stakeholders, not just journalists• News is different things to different people• No need to broadcast your whole news release – send the NEWS and a link• Share news via email, Twitter, Google+, Facebook or commercial newswire services – be sensitive to your audience• Frequent updates• Always think of SEO, but write to captivate humans #CIPRsm @stuartbruce www.stuartbruce.biz

Opel #CIPRsm @stuartbruce www.stuartbruce.biz

First Direct • First major „social web‟ activity by any UK financial institution • Unique visitors up from less than 10 to 2,300+ a week • Won numerous awards #CIPRsm @stuartbruce www.stuartbruce.biz

HSBC #CIPRsm @stuartbruce www.stuartbruce.biz

Cisco #CIPRsm @stuartbruce www.stuartbruce.biz

Nyenrode New Business School #CIPRsm @stuartbruce www.stuartbruce.biz

PressPage case study #CIPRsm @stuartbruce www.stuartbruce.biz

Summary• Evolution, not revolution• Do what you do, but better• How you use it matters most• Remember it‟s still about what engages your audiences, never about marketing spin• Must be used with modernised media relations: • Understand search • Multimedia content • Interactivity and engagement • Shared, open and transparent #CIPRsm @stuartbruce www.stuartbruce.biz

STUART BRUCE+44 20 3239 1093 | + 44 7852 135456stuart@stuartbruce.bizTwitter stuartbruce | Skype stuartbruceprBlog www.stuartbruce.bizConsultancy www.stuartbruce.eu

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Social media newsrooms

by Stuart Bruce on Jul 02, 2012

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