Online Newsrooms: Best Practices for Public Relations Practitioners


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This slide deck was presented at a webinar hosted by Communtelligence on Wednesday, Nov. 18th, 2009

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Online Newsrooms: Best Practices for Public Relations Practitioners

  1. 1. Online Newsrooms Communitelligence Nov. 18, 2009 @EricSchwartzman Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license.
  2. 2. My Background Academy Awards Star Wars 30th Anniversary Pussycat Dolls Salt Lake Olympics Britney Spears
  3. 3. Discoverability and Amplification Channel Map New Media Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks Pure Social Networks Social Media
  4. 4. New Media 1 2 3 Source: Universal McCann
  5. 5. Overarching Strategy
  6. 6. Your Job is Harder than Ever Before • Communicating at home online • User experience shapes reputation • Flash, PDFs, ambiguous UI or counterintuitive navigation • Positive user experience builds trust and confidence Photo by Spackletoe • Ease of use drives adoption Evolution of the Customer Experience
  7. 7. Making Online News Scanable
  8. 8. Source: Toyota Online Newsroom
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  14. 14. UCLA Online Newsroom Column 1 Column 2 Column 3 Column 4 Main Nav by Topic Press Info Site Search Subscriptions Sub Nav for Media Secondary Emphasis Lead Story with Clickable Topics Hot Thumbnail Headline Primary Emphasis Logical Thumbnails in Sub Headline Path Index
  15. 15. Subscription Kiosks Subscripti on Kiosk with RSS, Email and Sharing The Subscription Kiosk should be used as a function element on every page within the online newsroom.
  16. 16. Subscription Kiosks - RSS Clickabl e RSS Text and Icon Step One – Visitor clicks the RSS text or icon.
  17. 17. Subscription Kiosks – Custom Feeds Help Screen Sub Category Feed Categor y Feed Sub Category Feed Generates Custom RSS Feed
  18. 18. Subscription Kiosks – One-Click Import Close Option One Click Subscription to Google Reader or iGoogle Subscribe via Internet Explorer or Firefox View Raw RSS Feed Step Three– Branded icons help visitors move their subscriptions into their RSS reader of choice, subscribe via browser or view a raw feed.
  19. 19. Subscription Kiosks – Email Alerts Clickable Alerts Text and Icon Step One – Visitor clicks the Alerts text or icon.
  20. 20. Subscription Kiosks – Email CAPTCHAs and Confirmations Subscriber enters email address CAPTCHA Code function with audio accessibility for visually impaired visitors Confirmation message
  21. 21. Subscription Kiosks – Email Authentication Links Email Sent from Online Newsroom Domain Unique URL Step Three– Visitor clicks on an unique hyperlink sent to the registered email address from the newsroom’s domain.
  22. 22. Subscription Kiosks – Email Category and Sub Categories
  23. 23. Subscription Kiosks - Sharing Clickable Share Text and Icon Step One – Visitor clicks the Share text or icon.
  24. 24. Subscription Kiosks – Sharing via Social Networks Clickable Share Text and Icon Forward via Email Format to Print Page Title, Website, Category, Publisher (Specific to General) Permalink Facebook CAPTCHA
  25. 25. Subscription Kiosks – Sharing via Email Recipient’s Email Optional Comments Field CAPTCHA User Comment Page Title URL
  26. 26. Experts Database Expert Database Search Results Expert Detail Page Sort By Option Paginated Results Searches “Area of Expertise” field (manually entered) Thumbnail Image Newsroom Links
  27. 27. Data Visualization Resource
  28. 28. Data Visualization Resource
  29. 29. Data Visualization - Embed Codes
  30. 30. Data Visualization - Beach Report Card
  31. 31. Crisis Communications Template Standard Black Box Homepage Homepage Black Box Background No Background Image Image Crisis Footer Standard Footer
  32. 32. Online Crisis Communications – Demand Spike
  33. 33. Social Distributed Problem Solving
  34. 34. PSNH Case Study: Process Detail
  35. 35. Process Overview Organizational Communications Twitter Online Newsroom YouTube & Flickr Customer News Media Customers Service
  36. 36. PSNH Twitter Strategy Twitter ID & Password Twitpic Link Emailed Image & Subject Headline Posted on Twitpic Updates in Reverse Chronologi Twitpic Link & cal Order Caption
  37. 37. Entergy Storm Center Maps Power Outages Color Coded by Size Outage Street Level Detail
  38. 38. Scaling the Peer to Peer Universe Source: Cobalt123
  39. 39. The Nuts and Bolts Transparency of Information Intended for Public Release Penalties Respectfulness IT Policy Privacy Social Media Legal Matters Policy Confidentiality Combat Diplomacy Considerations Conflict Disclaimers Resolution
  40. 40. Provide Social Media Training Source: 2009 Digital Readiness Report
  41. 41. New Media Train Everyone
  42. 42. Upcoming Social Media PR Training • PRSA Boot Camp :: NYC, December 03, 2009 • PRSA Boot Camp :: DC, January 27, 2010 • PRSA Master Class :: DC, January 29, 2009 • PRSA Boot Camp :: SF, February 25, 2009 • PRSA Boot Camp :: NYC, March 24, 2010 • PRSA Master Class :: NYC, March 26, 2010
  43. 43. Contact Info (310) 463-4026 Phone ebs[at]schwartzmanpr[dot]com Email Website Podcast Facebook ericschwartzman Friendfeed 3016595 Linkedin @ericschwartzman Twitter Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license.