The three skills that impact media relations are: 1) Understanding the digital media landscape and what reporters need like constant news, original content, research, experts, and visual assets. 2) Looking for gaps in media coverage of your industry or angles they did not cover due to lack of resources. 3) Telling stories visually through images, videos, illustrations and extending the story beyond just text which is what the public wants and engages them more.

1. The Three Skills That
Impact Media Relations
@pressfeed
@sallyfalkow
#3skillsMR

3. The Digital Media Landscape

4. The Digital Media Landscape

5. The Digital Media Landscape
Not only
reporters and
photographers –
also support
staff like
researchers and
fact checkers.

6. What the Media NeedsWhat the Media Needs
• Constantly updated
news content
• Original content
• Research
• Experts
• New angles on a big
story
• Visual assets that extend
and enhance the story

7. Looking for GapsLooking for Gaps
• What stories has the
media covered in your
industry?
• What angles did they not
cover?
• What aren’t they doing
due to lack of resouces?
• Were you left out of a
story you could have
contributed to?

8. Looking for GapsLooking for Gaps
• Medical News
• Live Events
• In-depth Stories that need a lot of research
• Stories that need a lot of graphic or visual
support
Pew shows that sports, weather and traffic now
account on average for 40% of the content
produced on the newscasts while story
lengths shrink.

9. Looking for GapsLooking for Gaps

10. Looking for GapsLooking for Gaps
“This adds up to a news industry that is
undermanned and unprepared to uncover
stories, dig deep into emerging ones or to
question information put into its hands.”
Pew State of the Media 2015

11. What the Public WantsWhat the Public Wants
• Images and video
• A picture really is worth
a thousand words.
• Makes it more real
• Tell a story visually

12. How to Tell a Story VisuallyHow to Tell a Story Visually
1. Know what the story is
2. Think visually first – not last
3. A story needs more than one image
“How does a picture story differ from a collection of
pictures on a topic? A picture story has a theme.
Not only are the individual pictures in the story
about one subject, but they also help to support
one central point” (Photojournalism: The
Professionals’ Approach, 6th ed)

13. How to Tell a Story VisuallyHow to Tell a Story Visually
4. Sometimes a visual story
needs illustrations, charts or
graphs, maps, diagrams.
5. Use the visuals to show
more than was told in the text
of the story – extend and
enhance their experience with
the visuals.

14. Create Original ImagesCreate Original Images
https://www.proactivereport.com/sm/5-image-editor-apps-for-visual-content/

15. Content hub/Online newsroomContent hub/Online newsroom

16. Content Hub/Online NewsroomContent Hub/Online Newsroom
• 97 percent of survey participants agreed that it is
crucial for a company to have an online newsroom.
• More than half of the journalists admitted that they visit
corporate online newsrooms once a month, and 45
percent stated that they visit at least once a week.
• Approximately 85 percent of journalists said they visit
online newsrooms of small, medium and large-sized
companies, compared to 8 percent who visit only
large companies.

17. Smartphone ReportingSmartphone Reporting

18. Inc 500 NewsroomsInc 500 Newsrooms

22. It is vitalvital to have a newsroom with
all the features the media expect
to find and to have it mobile-
friendly so all your content – news
releases, images, videos, articles,
experts - show up in search on a
mobile device.

23. Now that you can measure everything,
you should. It’s an essential PR skill.
There are many tools to help you
measure your content effectiveness
Sneak Peek:
Introducing the Google Analytics PR
Measurement Dashboard
MeasurementMeasurement

24. Social TrafficSocial Traffic

27. We received a big spike in downloads of our 2015 Media
Trends Report last week. If we did not know how to track
and measure results we’d have had no clue as to what
caused that sudden flood of interest in our content.
GA showed us that the traffic came via YouTube –
specifically from the video of the webinar about the
report. The fact that we used a tracking link in that video
allowed us to see where that traffic came from.
A little detective work and we discovered that an
influencer had posted a status update about the video
on LinkedIn.

28. Social Sessions
Page Shared in Social
% New Sessions by Source
Highest Traffic Pages
Where New Visitors Came From Last Month
Overall bounce rate
Realtime % New Visitors
Who is visiting now/ from where
Outcomes by page
Realtime outcomes
Real-time bounce rate
Dashboard WidgetsDashboard Widgets

29. Find out more about this Dashboard on
the #measurepr Twitter chat
August 11th
at 9 am Pacific 12 noon
Eastern.
Webinar for a full demo of how to use
the free Dashboard August 18th
.
10am P 1 pm E

30. Get a complimentary evaluation
of your current newsroom and a
demo of how the PRESSfeed
newsroom works and what it
could do for your mobile visibility
and media relations.
http://www.press-feed.com/services/demo.phphttp://www.press-feed.com/services/demo.php

31. Questions?Questions?
sally@press-feed.comsally@press-feed.com
@sallyfalkow@sallyfalkow
www.press-feed.comwww.press-feed.com