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What Digital Journalists Need and Want


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More people are getting their news online and journalists are looking for digital assets with releases. Find out what they need and how PR people can provide that in a social media newsroom.

Published in: Business, News & Politics
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What Digital Journalists Need and Want

  1. 1. What Do Digital Journalists Need and Want?<br />Rethink Your Media Strategy<br />
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  3. 3. State of the Media<br /> For the first time more people said they got news from the web than newspapers<br />
  4. 4. State of the Media 2011<br /> Larger national online-only news organizations focused more on aggregation than original reporting<br />
  5. 5. Media Sites Using Video<br />Web Influencers Survey 2011<br />
  6. 6. TV Websites Using Video Other Than News Casts<br />
  7. 7. Opportunity<br /> The percentage of TV stations using video separate from their newscasts has increased by 12% in the last year alone. <br /> The web can be a backdoor pitch opportunity to get your story covered.<br />
  8. 8. Media Sites Using Outside Video<br />
  9. 9. Opportunity<br /> There has been a 38% increase in the use of outside video by web influencers since 2009. <br />Create a video or series and distribute it across multiple web media platforms<br />
  10. 10. What Kind of Video Do You Want?<br />
  11. 11. Opportunity<br /> Surprisingly, the demand is highest for completed videos<br />
  12. 12. How Do You Prefer to Receive Outside Video?<br />
  13. 13. Opportunity<br />Provide web media with a unique URL featuring your video. Embed codes also allow for easy tracking of video views<br />Provide the embed code so a journalist or blogger can quickly and easily put your video on their website<br />
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  15. 15. Media Sites Using Branded Content<br />
  16. 16. Opportunity<br /> Nearly half of web media surveyed reported that they feature paid content on their site <br /> Magazine sites were most active in both advertising and brand integration; which is no surprise given their historical success with advertorials.<br /> Integrating earned media content with paid placement will be a growing trend<br />
  17. 17. Assets Wanted with a Release<br />Links to Relevant Info 91%<br />Images 88%<br />RSS feeds 51%<br />Video 35%<br />Embed Codes 31%<br />Image Player 25%<br />
  18. 18. Opportunity<br /> 79% of journalists say including an image they can easily use significantly increases the chance of a release being picked up <br />
  19. 19. Corporate Newsooms<br />
  20. 20. It’s vital to have a social hub on your website<br />Source: Altimeter Group<br />
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  22. 22. While news search was the one factor that impacted the news industry in the last decade, sharing news content will be the game-changer in the next decade <br />Pew State of the Media<br />Yet only a handful of companies connect their social content to their newsroom (32%) and even less make it possible for visitors to share that content with others. (11%)<br />
  23. 23. Connect, Share and Feed<br />
  24. 24. Multi Media Gallery<br />
  25. 25. Press Contacts<br />
  26. 26. Tag All Content<br />
  27. 27. Aggregate Discussion on the Site<br />
  28. 28. News and Media Coverage<br />
  29. 29. Social Media Release Format<br />
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  33. 33. Analytics<br />
  34. 34. Analytics<br />
  35. 35. News Drives Traffic to Your Main Website<br />
  36. 36. Results<br /> Winston Salem CVB in North Carolina has been using the social media newsroom for just over a year now.<br />"We are delighted with our results – since we started using the PRESSfeed social media newsroom we’ve gained media coverage that has not only created positive exposure for our destination, but has helped increase visitation to our industry partners as well."<br /> <br /> <br />Casey Hough<br />Marketing and Media Manager<br />Visit Winston-Salem<br />
  37. 37.<br />@sallyfalkow<br />