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Rethinking the Humble Press Release   Lori Packer :: @LoriPA :: Penn State Web 2011
Let me tell you a story...    about ladybugs."Look Up! TheBillion-BugHighway YouCant See"NPR, Robert Krulwich
Its the people who already care about you who care about you.
Its the people who already care    about you who care about you.Turn those audiences into communicators
Its the people who already care    about you who care about you.Turn those audiences into communicatorsInformation + enthu...
FacultyStudentsStaffTrustees
General                                           Public                               Academic                           ...
Press releases: In the beginningLetterhead, printers,envelopes, labels,stamps, fax machines
Press releases traditionally    seen as a source.
Press releases traditionally    seen as a source.Serve as “fodder” forjournalists
Press releases traditionally    seen as a source.Serve as “fodder” forjournalistsTell our stories toreporters,who then tel...
Press releases traditionally    seen as a source.Serve as “fodder” forjournalistsTell our stories toreporters,who then tel...
Press releases traditionally    seen as a source.Serve as “fodder” forjournalistsTell our stories toreporters,who then tel...
But theres a problem.The traditional news hole is shrinking.
But theres a problem.The traditional news hole is shrinking.   CNN closes its science unit.
But theres a problem.The traditional news hole is shrinking.   CNN closes its science unit.   Time, Newsweek, and other   ...
But theres a problem.The traditional news hole is shrinking.   CNN closes its science unit.   Time, Newsweek, and other   ...
But theres a problem.The traditional news hole is shrinking.   CNN closes its science unit.   Time, Newsweek, and other   ...
Press releases can now also  be seen as destinations.                 you are here
Press releases can now also  be seen as destinations.                                    you are hereStill serve as source...
Press releases can now also  be seen as destinations.                                    you are hereStill serve as source...
Press releases
ContentPress releases
Stories   ContentPress releases
Words and images     Stories    Content Press releases
Case study #1:    Words and images"Parents ums and uhs Help Toddlers LearnNew Words, Cognitive Scientists Find"Study from ...
Story featured audio of the speech samples used in the study (words)...and photosof theexperimentunderway(images).
Art = options.
Case study #2:Make it easy to be social"Color Red Increasesthe Speed andStrength of Reactions"A study by a Rochesterpsycho...
First big story written *after* Id added theFacebook and Twitter buttons to releases.
First big story written *after* Id added theFacebook and Twitter buttons to releases.
Changes in traffic patterns
Changes in traffic patternsSpring semester 2011170k total visitsFacebook:3.5% of total visits11% of visits fromreferralsTw...
Changes in traffic patternsSpring semester 2011   Fall semester 2010170k total visits      161k total visitsFacebook:     ...
Changes in traffic patternsSpring semester 2011   Fall semester 2010      Spring semester 2010170k total visits      161k ...
Changes in traffic patternsSpring semester 2011   Fall semester 2010      Spring semester 2010170k total visits      161k ...
Case study #3:  Try something different"Cincinnati WaterfrontPanoramaDaguerreotype"Art conservators andcomputer scientistw...
What was cool about    this story?
What was cool about      this story?That you could zoom in and zoom in and findincredible details in this very high-resolu...
What was cool about      this story?That you could zoom in and zoom in and findincredible details in this very high-resolu...
What was cool about      this story?That you could zoom in and zoom in and findincredible details in this very high-resolu...
What the hell ... Zoomify! The press officer in this case did a pitch, but did not initially write a press release. For hi...
If you pitch, why not publish?
If you pitch, why not publish?The story was picked up.(yay! By Krulwich, no less)
If you pitch, why not publish?The story was picked up.(yay! By Krulwich, no less)Then Yahoo! News ran itand linked to our ...
If you pitch, why not publish?The story was picked up.(yay! By Krulwich, no less)Then Yahoo! News ran itand linked to our ...
Case study #4:  The media still matter"Lights Most Exotic Trick Yet: So Fast It Goes ...Backwards?"Light passing through a...
Backwards light: An early attempt      at a complete packageInfographic…   Animations…                       High-res phot...
Backwards light: The results Hit in the New York Times = SUCCESS! Story appears online with link back to the release becau...
Backwards light: Theres more In May 2006, release receives 101,000 hits To date, this story has received more than 326,000...
What do reporters want? • 87% want access to high-res images online • 79% are more likely to pick up a story with an   ima...
What do reporters want?Mainstream media are reacting to changes in media landscape too                                    ...
Learning from FuturityOnlinemagazinepublishingresearch newsfrom morethan 60universities inU.S., U.K., andCanada.
Learning from Futurity: Words and images
Learning from Futurity: Words and images
Learning from Futurity: Words and images
Six things you can do now torethink your press releases.
Six things you can do now torethink your press releases.      Add tweet and Facebook like buttons.     I wish I did it mon...
Six things you can do now torethink your press releases.      Add tweet and Facebook like buttons.     I wish I did it mon...
Six things you can do now torethink your press releases.      Add tweet and Facebook like buttons.     I wish I did it mon...
Six things you can do now torethink your press releases.
Six things you can do now torethink your press releases.    Dont bury the lede.  Get to the cool. The researchers title, n...
Six things you can do now torethink your press releases.    Dont bury the lede.  Get to the cool. The researchers title, n...
Six things you can do now torethink your press releases.    Dont bury the lede.  Get to the cool. The researchers title, n...
Four things I want to do next.
Four things I want to do next.      Write less about more.    There are hundreds of tenured faculty doing research    arou...
Four things I want to do next.      Write less about more.    There are hundreds of tenured faculty doing research    arou...
Four things I want to do next.      Write less about more.    There are hundreds of tenured faculty doing research    arou...
Four things I want to do next.
Four things I want to do next.           Think strategically.           How can we use our press           releases to hel...
Some inspiration: William & Mary
Some inspiration: Vanderbilt
Some inspiration: Denison University
Some inspiration:Eberly College of Science
Some inspiration:Eberly College of Science
Questions?  Presentation available on SlideShare"Rethinking the Humble Press Release."             Tag: psuweb11       Con...
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Rethinking the Humble Press Release

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Presentation for the Penn State Web Conference, June 14, 2011.

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Rethinking the Humble Press Release

  1. Rethinking the Humble Press Release Lori Packer :: @LoriPA :: Penn State Web 2011
  2. Let me tell you a story... about ladybugs."Look Up! TheBillion-BugHighway YouCant See"NPR, Robert Krulwich
  3. Its the people who already care about you who care about you.
  4. Its the people who already care about you who care about you.Turn those audiences into communicators
  5. Its the people who already care about you who care about you.Turn those audiences into communicatorsInformation + enthusiasm = BUZZ
  6. FacultyStudentsStaffTrustees
  7. General Public Academic Community Prospective Students Parents AlumniFacultyStudentsStaffTrustees
  8. Press releases: In the beginningLetterhead, printers,envelopes, labels,stamps, fax machines
  9. Press releases traditionally seen as a source.
  10. Press releases traditionally seen as a source.Serve as “fodder” forjournalists
  11. Press releases traditionally seen as a source.Serve as “fodder” forjournalistsTell our stories toreporters,who then tell a story totheir audience (or not)
  12. Press releases traditionally seen as a source.Serve as “fodder” forjournalistsTell our stories toreporters,who then tell a story totheir audience (or not)Can influence but notcontrol the outcome
  13. Press releases traditionally seen as a source.Serve as “fodder” forjournalistsTell our stories toreporters,who then tell a story totheir audience (or not)Can influence but notcontrol the outcomeHave a limited shelf life
  14. But theres a problem.The traditional news hole is shrinking.
  15. But theres a problem.The traditional news hole is shrinking. CNN closes its science unit.
  16. But theres a problem.The traditional news hole is shrinking. CNN closes its science unit. Time, Newsweek, and other mainstream magazines getting skinnier and skinnier.
  17. But theres a problem.The traditional news hole is shrinking. CNN closes its science unit. Time, Newsweek, and other mainstream magazines getting skinnier and skinnier. Newspapers are in trouble.
  18. But theres a problem.The traditional news hole is shrinking. CNN closes its science unit. Time, Newsweek, and other mainstream magazines getting skinnier and skinnier. Newspapers are in trouble. Another trend? Reporters not including the name of the institution in their story. Just the journal name.
  19. Press releases can now also be seen as destinations. you are here
  20. Press releases can now also be seen as destinations. you are hereStill serve as source material for journalists, BUT...online the press release becomes the story with anunlimited shelf life.
  21. Press releases can now also be seen as destinations. you are hereStill serve as source material for journalists, BUT...online the press release becomes the story with anunlimited shelf life. Tell your own story.
  22. Press releases
  23. ContentPress releases
  24. Stories ContentPress releases
  25. Words and images Stories Content Press releases
  26. Case study #1: Words and images"Parents ums and uhs Help Toddlers LearnNew Words, Cognitive Scientists Find"Study from the UofR Baby Lab shows thattoddlers actually use their parents stumblesand hesitations to help them learn languagemore efficiently. April 4, 2011
  27. Story featured audio of the speech samples used in the study (words)...and photosof theexperimentunderway(images).
  28. Art = options.
  29. Case study #2:Make it easy to be social"Color Red Increasesthe Speed andStrength of Reactions"A study by a Rochesterpsychologist showsthat people see thecolor red, their physicalreactions become bothfaster and moreforceful. June 2, 2011
  30. First big story written *after* Id added theFacebook and Twitter buttons to releases.
  31. First big story written *after* Id added theFacebook and Twitter buttons to releases.
  32. Changes in traffic patterns
  33. Changes in traffic patternsSpring semester 2011170k total visitsFacebook:3.5% of total visits11% of visits fromreferralsTwitter:.3% of total visits1.2% of visits fromreferrals
  34. Changes in traffic patternsSpring semester 2011 Fall semester 2010170k total visits 161k total visitsFacebook: Facebook: 2.75%3.5% of total visits of total visits11% of visits from 6% of visits fromreferrals referralsTwitter: Twitter: ..3% of total visits 3% of total visits1.2% of visits from 1.2% of visits fromreferrals referrals
  35. Changes in traffic patternsSpring semester 2011 Fall semester 2010 Spring semester 2010170k total visits 161k total visits 163k total visitsFacebook: Facebook: 2.75% Facebook: 1.1%3.5% of total visits of total visits of total visits11% of visits from 6% of visits from 3.25% of visits fromreferrals referrals referralsTwitter: Twitter: . Twitter: ..3% of total visits 3% of total visits 23% of total visits,1.2% of visits from 1.2% of visits from .65% of visits fromreferrals referrals referrals
  36. Changes in traffic patternsSpring semester 2011 Fall semester 2010 Spring semester 2010170k total visits 161k total visits 163k total visitsFacebook: Facebook: 2.75% Facebook: 1.1%3.5% of total visits of total visits of total visits11% of visits from 6% of visits from 3.25% of visits fromreferrals referrals referralsTwitter: Twitter: . Twitter: ..3% of total visits 3% of total visits 23% of total visits,1.2% of visits from 1.2% of visits from .65% of visits fromreferrals referrals referrals
  37. Case study #3: Try something different"Cincinnati WaterfrontPanoramaDaguerreotype"Art conservators andcomputer scientistwork together topreserve one of thehighest-resolutiondaguerreotypes inexistence. October 14, 2010
  38. What was cool about this story?
  39. What was cool about this story?That you could zoom in and zoom in and findincredible details in this very high-resolutionphotograph taken in 1848.
  40. What was cool about this story?That you could zoom in and zoom in and findincredible details in this very high-resolutionphotograph taken in 1848.That in many ways this "old" technologyproduced a better image than our most moderncameras.
  41. What was cool about this story?That you could zoom in and zoom in and findincredible details in this very high-resolutionphotograph taken in 1848.That in many ways this "old" technologyproduced a better image than our most moderncameras.Thats how the press officer pitched it, but whystop there?
  42. What the hell ... Zoomify! The press officer in this case did a pitch, but did not initially write a press release. For his pitch, he asked if there was a way to show the reporter the incredible detail of the images. Enter Zoomify, a Flash plugin that allows the user to zoom in and move around on an image. But why waste this on the reporter?
  43. If you pitch, why not publish?
  44. If you pitch, why not publish?The story was picked up.(yay! By Krulwich, no less)
  45. If you pitch, why not publish?The story was picked up.(yay! By Krulwich, no less)Then Yahoo! News ran itand linked to our Zoomifypage
  46. If you pitch, why not publish?The story was picked up.(yay! By Krulwich, no less)Then Yahoo! News ran itand linked to our Zoomifypage 14k hits in one day Time on page 04:46 (site avg ~01:20) Still sees traffic today
  47. Case study #4: The media still matter"Lights Most Exotic Trick Yet: So Fast It Goes ...Backwards?"Light passing through a fiber laced with achemical element went so fast that it exited thefiber before it entered. May 11, 2006http://www.rochester.edu/news/show.php?id=2544
  48. Backwards light: An early attempt at a complete packageInfographic… Animations… High-res photos…
  49. Backwards light: The results Hit in the New York Times = SUCCESS! Story appears online with link back to the release because of the animation
  50. Backwards light: Theres more In May 2006, release receives 101,000 hits To date, this story has received more than 326,000 hits "The gift that keeps on giving." Story is still regularly among the most visited pages on our News site.
  51. What do reporters want? • 87% want access to high-res images online • 79% are more likely to pick up a story with an image • 32% want embed codes so they can easily reuse digital content • 30% are looking for web-quality video 2011 survey of 200 journalists by PR agency PwR http://releaseit.pwrnewmedia.com/?p=95
  52. What do reporters want?Mainstream media are reacting to changes in media landscape too Pew Project for Excellence in Journalism 2011 State of the Media Report Only online audience has increased. For the first time, more people said they get news online (46%) than from newspapers (41%).
  53. Learning from FuturityOnlinemagazinepublishingresearch newsfrom morethan 60universities inU.S., U.K., andCanada.
  54. Learning from Futurity: Words and images
  55. Learning from Futurity: Words and images
  56. Learning from Futurity: Words and images
  57. Six things you can do now torethink your press releases.
  58. Six things you can do now torethink your press releases. Add tweet and Facebook like buttons. I wish I did it months ago.
  59. Six things you can do now torethink your press releases. Add tweet and Facebook like buttons. I wish I did it months ago. Write headlines like a copy editor. Is your headline tweetable?
  60. Six things you can do now torethink your press releases. Add tweet and Facebook like buttons. I wish I did it months ago. Write headlines like a copy editor. Is your headline tweetable? Art, art, art. What can we shoot? Can we use stock? Art = options
  61. Six things you can do now torethink your press releases.
  62. Six things you can do now torethink your press releases. Dont bury the lede. Get to the cool. The researchers title, name of the lab, and the funding agency are what the second paragraph is for.
  63. Six things you can do now torethink your press releases. Dont bury the lede. Get to the cool. The researchers title, name of the lab, and the funding agency are what the second paragraph is for. Link, link, link. Original study, professors lab, other research from this professor, other studies on this topic, Google Earth, Wikipedia, NIH photos...
  64. Six things you can do now torethink your press releases. Dont bury the lede. Get to the cool. The researchers title, name of the lab, and the funding agency are what the second paragraph is for. Link, link, link. Original study, professors lab, other research from this professor, other studies on this topic, Google Earth, Wikipedia, NIH photos... Always be measuring. Add Google Analytics to your news site if you havent already. Track tweets and retweets and follow up.
  65. Four things I want to do next.
  66. Four things I want to do next. Write less about more. There are hundreds of tenured faculty doing research around here. How can we tell those stories?
  67. Four things I want to do next. Write less about more. There are hundreds of tenured faculty doing research around here. How can we tell those stories? Add commenting. Have tried some experiments with Disqus. Who would monitor? Cant "turn on comments and leave the room."
  68. Four things I want to do next. Write less about more. There are hundreds of tenured faculty doing research around here. How can we tell those stories? Add commenting. Have tried some experiments with Disqus. Who would monitor? Cant "turn on comments and leave the room." Rethink our platform. I smell a Wordpress conversion.
  69. Four things I want to do next.
  70. Four things I want to do next. Think strategically. How can we use our press releases to help tell the larger story of our institution?
  71. Some inspiration: William & Mary
  72. Some inspiration: Vanderbilt
  73. Some inspiration: Denison University
  74. Some inspiration:Eberly College of Science
  75. Some inspiration:Eberly College of Science
  76. Questions? Presentation available on SlideShare"Rethinking the Humble Press Release." Tag: psuweb11 Contact me: Lori Packer lori.packer@rochester.edu Twitter: @LoriPA

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