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

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. http://creativecommons.org/licenses/by-nc-sa/3.0

2. My Background
Academy Awards
Star Wars 30th Anniversary
Pussycat Dolls Salt Lake Olympics
Britney Spears

3. Discoverability and Amplification
Channel Map
New Media
Websites
Monitoring Email
Microblogging SEO
Content Social
Blogs/Podcasts
Networks
Pure Social
Networks
Social Media

4. New Media
1
2
3
Source: Universal McCann

5. Overarching Strategy

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. Making Online News Scanable

8. Toyota.com
Source: Toyota Online Newsroom

9. Toyota.com

10. Toyota.com

11. Toyota.com

12. Toyota.com

13. Toyota.com

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. 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. Subscription Kiosks - RSS
Clickabl
e RSS
Text and
Icon
Step One – Visitor clicks the
RSS text or icon.

17. Subscription Kiosks – Custom Feeds
Help Screen
Sub
Category
Feed
Categor
y Feed
Sub
Category
Feed
Generates
Custom
RSS Feed

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. Subscription Kiosks – Email Alerts
Clickable
Alerts
Text and
Icon
Step One – Visitor clicks
the Alerts text or icon.

20. Subscription Kiosks – Email CAPTCHAs and Confirmations
Subscriber
enters email
address
CAPTCHA Code
function with
audio
accessibility for
visually impaired
visitors
Confirmation
message

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. Subscription Kiosks – Email Category and Sub Categories

23. Subscription Kiosks - Sharing
Clickable
Share Text
and Icon
Step One – Visitor clicks
the Share text or icon.

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. Subscription Kiosks – Sharing via Email
Recipient’s Email
Optional Comments
Field
CAPTCHA
User Comment
Page Title URL

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. Data Visualization Resource

28. Data Visualization Resource

29. Data Visualization - Embed Codes

30. Data Visualization - Beach Report Card

31. Crisis Communications Template
Standard Black Box
Homepage Homepage
Black
Box
Background No Background
Image Image
Crisis Footer
Standard
Footer

32. Online Crisis Communications – Demand Spike

33. Social Distributed Problem Solving

34. PSNH Case Study: Process Detail

35. Process Overview
Organizational
Communications
Twitter Online Newsroom YouTube &
Flickr
Customer News Media Customers
Service

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. Entergy Storm Center Maps Power Outages
Color
Coded by
Size
Outage
Street Level
Detail

38. Scaling the Peer to Peer Universe
Source: Cobalt123

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. Provide Social Media Training
Source: 2009 Digital Readiness Report

41. New Media Train Everyone

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. Contact Info
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
ericschwartzman.com Website
ontherecordpodcast.com Podcast
facebook.com/ericschwartzman 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. http://creativecommons.org/licenses/by-nc-sa/3.0