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Online Newsrooms & Social Media Primer


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For Carrie Freeman's J440 class at the UofO

Published in: Technology, Business
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Online Newsrooms & Social Media Primer

  1. 1. Online Newsroom & Social Media Intro <ul><li>for PR Writing </li></ul><ul><li>April 2007 </li></ul>
  2. 2. The Media Relations Process... <ul><li>Why do you want media coverage? </li></ul><ul><ul><li>News Values? </li></ul></ul><ul><ul><li>Story Angles? </li></ul></ul><ul><li>What tools will help you accomplish that? </li></ul><ul><ul><li>Written Press Material </li></ul></ul><ul><ul><li>Good Media List </li></ul></ul><ul><ul><li>Distribution Mechanism </li></ul></ul>
  3. 3. The Value of an Online Newsroom <ul><li>Facilitates Good Media Relations </li></ul><ul><ul><li>Be a Resource </li></ul></ul><ul><ul><li>Understand Media’s Needs </li></ul></ul><ul><ul><li>Provide Good Written & Multimedia Content </li></ul></ul><ul><ul><li>Be Responsive </li></ul></ul>
  4. 4. <ul><li>Company History </li></ul><ul><li>Bios & Photos of Key Execs </li></ul><ul><li>Facts about the company </li></ul><ul><li>Articles & Speeches </li></ul><ul><li>Latest News Releases </li></ul><ul><li>List of Products & Services with Photos </li></ul><ul><li>Q&A Sheet </li></ul><ul><li>Links to related sites </li></ul><ul><li>Reprints of articles </li></ul>Online Newsroom Contents
  5. 5. Do Companies Really Use Online Newsrooms? <ul><li>Short Answer: Yes! </li></ul><ul><li>92% of international companies in a recent study had a specific Press Room area of the corporate Web site </li></ul><ul><li>75% took just one-click to get to the Press Room </li></ul><ul><li>Called: Press Room, Press Center, Media Center, Press or Media </li></ul>
  6. 6. Uniquely Branded
  7. 7. Questions?
  8. 8. Social Media <ul><li>Emphasis on the Social </li></ul>
  9. 10. Under Social Media Umbrella: <ul><li>RSS </li></ul><ul><li>Blogging </li></ul><ul><li>Social Networks </li></ul><ul><li>Podcasts </li></ul><ul><li>Social Bookmarks </li></ul><ul><li>Web 2.0 Fun </li></ul>
  10. 11. RSS <ul><li>Push v. Pull </li></ul><ul><ul><li>Newsroom RSS </li></ul></ul><ul><ul><li>Newswire RSS </li></ul></ul><ul><ul><li>Other RSS </li></ul></ul><ul><ul><li>Feed Readers </li></ul></ul><ul><ul><ul><li>Bloglines </li></ul></ul></ul>
  11. 12. <ul><li>Technorati tracks 70 million blogs </li></ul><ul><li>1.4 blogs are created every second of every day </li></ul><ul><li>There are 1.5 million postings per day, or 17 posts per second </li></ul>Is Blogging a Fad?
  12. 15. Build “depth” to complement “reach” The two-way model realized It’s a small world: join the conversation Be human SEO, baby! Meet your objectives
  13. 16. Just Give ‘Em Something To Talk About.... <ul><li>Explore... </li></ul><ul><li>Listen... </li></ul><ul><li>Get Advice... </li></ul><ul><li>Commit... </li></ul><ul><li>Be Passionate... </li></ul>
  14. 17. Social Networks: Not Just for Teeny Boppers Anymore
  15. 18. Wikipedia’s List The Meta List
  16. 19. What’s Next? Niche Sites: Dogster (dog lovers), Gather (older ), CafeMom (moms ) Creat e Your Own Network: Ning , itLinkz
  17. 20. Podcasts
  18. 21. Social Bookmarking Works by Tagging For You For Pitching “Purpose-Built” Page
  19. 22. Collaborate Find Music Share Photos