Digital PR: Media Relations in a Web 2.0 World


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Digital PR requires new skills and a new format for presenting corporate news. Jourrnalists are under pressure and need more help and support from PR but they need it in a digital format. Social media and search are used extensively by journalists and bloggers. PR people need to do the same.

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Digital PR: Media Relations in a Web 2.0 World

  1. 1. Media Relations in a Web 2.0 World What Journalists and Bloggers Want from PR People
  2. 2. Twitter Hashtag <ul><li>#MR2.0 </li></ul>
  3. 3. Newsrooms Under Pressure Chronicling the Decline of Newspapers and the Rebirth of Journalism
  4. 4. Kai Ryssdal, Marketplace NPR <ul><li>“ Papers and magazines that have been around for decades are barely hanging on. A lot of them aren’t hanging on at all.” </li></ul><ul><li>“ I don’t think you’re going to find newsstands at airports or anywhere else in 10 years. Print is really on its last legs.” </li></ul>
  5. 5. Print vs Web <ul><li>Sunday sales dropped 6.5 percent and weekday sales 8.7 percent compared with the same six-month period a year ago </li></ul><ul><li>March 2010 Audit Bureau of Circulations </li></ul><ul><li>The number of unique visitors to newspaper websites increased 15% from 61.5 million in January to 70.8 million in April </li></ul><ul><li>Total page views jumped 27% from 1.1 billion to 1.4 billion </li></ul><ul><li>comScore </li></ul>
  6. 6. The Press Release is Dead
  7. 7. Die, Press Release Die, Die, Die
  8. 8. New Press Release Format <ul><li>“ Things cannot go along as they are . . . business as usual while mainstream media goes to hell in a hand basket” </li></ul><ul><li>“… demolition of the press release as we know and hate it today” </li></ul><ul><li>“ Deconstruct the press release into special sections and tag the information” </li></ul>
  9. 9. What News Outlets Need <ul><li>“ By using news tags, a newspaper/news site could pull together larger numbers of news stories and the PR industry would be helping the news publishers to gather the facts and present them in a near-publishable format.” </li></ul>
  10. 10. What Journalists/Bloggers Want <ul><li>News in sections </li></ul><ul><li>Offer lots of options – images, quotes </li></ul><ul><li>Tag it - Make it search friendly </li></ul><ul><li>Add multimedia </li></ul><ul><li>Give them the embed code </li></ul><ul><li>Put it in a feed </li></ul><ul><li>Make it available on social sites </li></ul><ul><li>Aggregate your news content and social content in one place </li></ul><ul><li>Make your newsroom social media ready </li></ul>
  11. 11. Newsroom 2.0
  12. 12. Connect and Share
  13. 13. Multimedia Gallery
  14. 15. Make it Easy to Take Your Content
  15. 17. Put Your News in Sections
  16. 20. Where Are We Headed? New Media Index from the Pew Research Center’s Project for Excellence in Journalism .
  17. 21. PR Firms Hiring Ex Journalists <ul><li>“ The walls of the traditional box of PR are falling away. We are at a moment when a lot of the traditional lines between PR and consulting and advertising and broadcasting are blurring.” </li></ul><ul><li>Richard Sambrook, the former head of BBC News, now Chief Content Officer at Edelman </li></ul>
  18. 22. Where Does News Site Traffic Come From?
  19. 23. Is Your News in Facebook?
  20. 24. WSJ on Facebook
  21. 25. AP on Facebook
  22. 26. Develop Your Content Strategy <ul><li>THINK LIKE A PUBLISHER – </li></ul><ul><li>YOU ARE THE MEDIA </li></ul><ul><li>Content Analysis – key messages </li></ul><ul><li>Audience Analysis – social technographics </li></ul><ul><li>Trends in Social Media </li></ul><ul><li>Content Audit – what do you have </li></ul><ul><li>What expertise do you have </li></ul><ul><li>Resources </li></ul><ul><li>Create an Editorial Calendar </li></ul>
  23. 27. @sallyfalkow
  24. 28.
  25. 29. Resources <ul><li> </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul>