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Economic Development Media Relations in the Internet Age


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Slides from February 22, 2011, Webinar presented by GIS Planning and Development Counsellors International

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Economic Development Media Relations in the Internet Age

  1. 1. Webinar: Economic Development Media Relationsin the Internet AgePresenters:April Nichols, Director of Marketing, GIS Planning and ZoomProspector.comJulie Curtin, Executive Vice President/Partner, Development Counsellors International<br />
  2. 2. Introduction: Part One Topics<br />Quick review: changing media landscape <br />New rules for communicating with media <br />Three ways you can immediately improve your community’s media relations strategy<br />Copyright GIS Planning Inc. 2011<br />
  3. 3. One Way Old Media<br />Social Media<br />Web 2.0<br />Web 3.0<br />The Evolution of Media<br />Copyright GIS Planning Inc. 2011<br />
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  5. 5. The Changing Media Landscape<br />24 of 25 largest daily newspapers in the U.S. are experiencing record declines in circulation … while real-time news sites like Politico, Huffington Post and TMZ thrive<br />44% of people get most of their news online <br />There are over 200,000,000 blogs; 54% updated daily<br />Wikipedia has over 13 million articles (studies show it has more accuracy than Encyclopedia Brittanica)<br />More than 1.5 million pieces of content are shared on Facebook…daily<br />*** Sources: Socialnomics 2010, Pew Research Center 2010<br />Copyright GIS Planning Inc. 2011<br />
  6. 6. “What was once a predictable 24-hour news cycle ... is now an always-on, real-time, constantly evolving flow of news from thousands of mainstream sources backed by feeds from millions of citizen journalists via blogs, Twitter, YouTube, Flickr and the like …”<br />--Source: “Real Time Marketing and PR” by David Meerman Scott, 2010<br />Copyright GIS Planning Inc. 2011<br />
  7. 7. Three things you better get used to<br />Copyright GIS Planning Inc. 2011<br />
  8. 8. Information is Real-time<br />Copyright GIS Planning Inc. 2011<br />
  9. 9. Loss of Control<br />Image © GIS Planning Inc. <br />Copyright GIS Planning Inc. 2011<br />
  10. 10. Communication is a Team Effort<br />Copyright GIS Planning Inc. 2011<br />
  11. 11. Old Rules vs. New Rules…<br />Copyright GIS Planning Inc. 2011<br />
  12. 12. Old Rules of PR<br />Only way to get “ink” and “airtime” was through media<br />Companies/ED groups communicated to journalists via press releases, which no one but reporters saw<br />Jargon was OK because journalists understood it<br />The only way buyers/prospects would learn about a press releases’ content was if the media covered it<br />Measuring effectiveness of press releases was through “clip books” created at the end of the year<br />Source: The New Rules of Marketing and PR, Second Edition (Nov. 2009) by David Meerman Scott<br />Copyright GIS Planning Inc. 2011<br />
  13. 13. Old Style News Release …<br />Copyright GIS Planning Inc. 2011<br />
  14. 14. New Style News Release…<br />Copyright GIS Planning Inc. 2011<br />
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  17. 17. New Rules of PR …<br />PR is no longer just about speaking through the media; ED groups can now communicate directly to target audiences <br />We need to adapt our traditional media relations strategies too:<br />Reporters doing multiple jobs<br />Less time for “desk side meetings” and exploratory interviews<br />More focus on internet research for stories<br />Copyright GIS Planning Inc. 2011<br />
  18. 18. Become a Real-Time Organization ….<br />Act before the window of opportunity vanishes (within the hour)<br />Empower people to act<br />Recognize it will never be perfect<br />Engage with media at the moment they need input<br />Copyright GIS Planning Inc. 2011<br />
  19. 19. 3 Ways to Improve YourCommunity’s Media Relations Strategy<br />Follow online news, blogs, twitter feeds; respond to reporters in real time<br />Create original content for media – as well as your target audiences (investors and prospects)<br />Encourage sharing through your social networks – and fully embrace these tools<br />Copyright GIS Planning Inc. 2011<br />
  20. 20. Examples - Original Content<br />News releases <br />(optimized for search engine pick up)<br />Live-streamed press conferences<br />Reports, Statistics, Ratings/Rankings<br />White papers<br />Videos<br />Presentations<br />Copyright GIS Planning Inc. 2011<br />
  21. 21. Post News Daily on Your Blog …<br />Copyright GIS Planning Inc. 2011<br />
  22. 22. Social Media Accounts<br />Copyright GIS Planning Inc. 2011<br />
  23. 23. Share Good News … on Twitter<br />Copyright GIS Planning Inc. 2011<br />
  24. 24. Copyright GIS Planning Inc. 2011<br />
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  26. 26.<br />Copyright GIS Planning Inc. 2011<br />
  27. 27. Webinar: <br />Economic Development Media Relations in the Internet Age<br />Presented by: <br />Julie Curtin, EVP/Partner<br />Development Counsellors International<br />
  28. 28. Discover ….<br />1. ….your online communication style<br />2. …the intersection of media relations & social media<br />3. …your online brand<br />
  29. 29. Discover Your Online Communication Style<br />= “No One’s Home”<br />= “The Megaphone” <br />= “The Oprah”<br />
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  31. 31. Be an not a<br />One recent example…..<br />@corybooker<br />
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  33. 33. Social Media & Media RelationsFive Truths…<br />1. Fact-first journalism is changing.<br /> 2. Social media powerfully multiplies impact of media placements. <br />3. Social channels are telling your story.<br />4. Social media tactics can generate media results (but not for long).<br />5. Your competitors are embracing it! <br />
  34. 34. Social media powerfully multiplies the impact of media placements….<br />@MetroOrlandoEDC<br />1,492 followers <br />
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  38. 38. Social channels are telling your story….<br />
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  40. 40. Social media tactics can generate media results (but not for long)…..<br />
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  42. 42. Your competitors are embracing social media…. <br />
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  44. 44. “5 Ways Cities are Using Social Media ….”<br />1. Strengthening or Rebranding a Region’s Image <br />2. Showcasing Story Ideas for the Media<br />3. Attracting Former Residents Back to an Area<br />4. Linking Job Seekers to Jobs<br />5. Promoting Local and Regional Businesses and Assets<br />
  45. 45. Discover Your Online Brand….<br />“Your brand isn’t what you say it is…it’s what Google says it is.” <br />– Chris Anderson of Wired Magazine<br />
  46. 46. If a conversation takes place online and you’re not there to hear it, did it really happen?- Brian Solis, Social Media Author/Futurist<br />
  47. 47. Discover Your <br />Online Brand/Voice<br />Free Social Media Monitoring Tools<br />Google Alerts<br />Twends<br />Blogpulse<br />Social Mention<br /> <br />
  48. 48. 5 Things To Do (sometime after this webinar)<br />1. Identify the bloggers in your community <br />2. Discover your online brand/voice (#mycity)<br />3. Check out Mashable at least once a week<br />4. Follow your business/economy/industry reporters (local & national)<br />5. Read “The New Rules of Marketing &PR”<br />Extra Credit: Identify 5 cities/states already embracing social media (& learn!) <br />
  49. 49. Thank you!<br /> Julie Curtin, DCI April Nichols, GIS Planning <br /> @Marketingplaces @ZoomProspector<br /> @Aboutdci<br />