The demand for more news at a faster pace has changed the way the media reports the news. This means that businesses have to change too - these 5 media trends are opportunities a business can tap into in 2013 to increase online visibility and earned media mentions.

1. Media Relations Trends
5 ways to increase your reach and
media coverage in 2013

2. Rebecca Lieb
 Digital Advertising & Media
Analyst, The Altimeter Group
 Author of Content Marketing:
Think Like a Publisher - How to
Use Content to Market Online
and in Social Media

3. Trends
 Visual Storytelling
 Be a resource for the media
 Brand Journalism
 Build a distribution network
 Make your online newsroom a
collaborative content hub

4. Why these trends matter now
 Technology
 Lack of resources in
newsrooms
 Public demand for
faster access to
news
 Desire to see and
experience the news

8. “Visual information reigns supreme,
from video to images to
infographics.
Overwhelmingly, marketers plan to
add more video to content
marketing initiatives, necessitating
increased investment in both
technology and production
resources.
Marketers’ confidence in and
reliance on content marketing is
beginning to diminish their reliance
on print and broadcast advertising,
as well as public relations.”
Altimeter Group

10. Images
 Page views were 94% higher
for pages with visual content
than pages that only
contained text (Skyword)
 44% are more likely to engage
with brands if they post
pictures than any other media
(ROI Research)
 63% regard the quality of a
product’s image is more
important than product-
specific information 53% sat
good images are more
important than reviews (MDG)

13. Instagram/Twitter
Instagram has disabled Twitter appears poised
photo integration with to take on Instagram
Twitter. As a result, directly by offering sets
photos are no longer of photo filters through
appearing in Tweets or its mobile apps,
user photo galleries. according to a report in
The New York Times

15. Video
 Over 80% of media website use video
 Most don’t have video production capabilities

17. Video

27. “What kind of content could we
offer that would be interesting,
inspiring and entertaining
enough to attract the people
we’re looking for?”

29. Results
 “The people we wanted to talk to became members; they
opted in; they read. Social media, which we started to
employ in 2008, offered new opportunities to expand our
branded media in ways that facilitated a new type of
customer relationship.”
Ilana Rabinowitz, VP Marketing Lion Brand yarns.
 When they announce a new product in the newsletter, people go
to thousands of stores nationwide that sell Lion Brand yarns and
ask for it.
 When they opened their retail showplace in New York City to
display their products they promoted the event in their own
media. The day it opened there were 50 people standing in line
waiting for the doors to open.

31. Results
 Seen by 4 million adults
 Awareness of the brand increased
by 54%
 Consideration of the Prius when
purchasing a vehicle jumped from
5th to 1st position.

33. More than one audience
 Journalists
 Bloggers
 Influencers
 Evangelists
 Interested public

34. Journalists
 Make a media list
 Muckrack
 JournalistTweets
 Follow them
 Retweet them
 Read their work
 Comment on their
blogs and articles

35. Bloggers
 Find the right bloggers
 Look at their influence scores as a starting point
 Kred, Klout, Peer Index
 Read their blogs
 Comment
 Find them on twitter and follow them
 Retweet them and engage with them there

36. Build a Network of Influencers
 Relevant to your space
 They have a
following/audience
 They trust your content
 They would share your
content
 Create a list of like-
minded people who
want to support each
other

37. News Feeds

38. Paid syndication

43. Newsroom Checklist
 A simple, easy-to-use content management
system, so you can add items without the need
for IT or a webmaster
 A custom URL - news.yourcompany.com
 Brand consistency in design, look and feel
 Ability to categorize content by topic or subject

44. Newsroom Checklist
 News feeds on all news categories
 Easy, one-click feed subscription
 Ability to subscribe to the feeds by
email, if preferred
 Your logo displays in the feed content

45. Newsroom Checklist
 Ability to post news in either traditional format or
social media release format (categories and tags)
 Image gallery
 Video gallery
 Embed codes for all visual material

46. Newsroom Checklist
 Automatically add multimedia content from the
galleries to a release or news item
 PDF's Word documents
 Slide Decks
 Infographics
 Web page

47. Newsroom Checklist
 Press contacts
 Company Info pages
 Executive bios
 Experts database with bios and
videos

48. Newsroom Checklist
 Easy one-click sharing
icons for Facebook, Twitter,
Pinterest, Google+ and
StumbleUpon
 'Share This' feature with a
list of all social
bookmarking sites
 Prepopulated sharing
messages with a link

49. Newsroom Checklist
 Displays corporate
blog posts
 Displays company
Twitter feed

50. Newsroom Checklist
 Add tags to all content
 A tag cloud that
highlights your focus of
content and acts as a
search function
 A custom Google search
on the newsroom and
other owned websites or
blogs

51. Newsroom Checklist
 Connections to all
social media content
 Able to add new social
accounts quickly and
easily

52. Newsroom Checklist
Has a "dark" section of
the newsroom that can
be activated in case of
emergency or crisis

53. Dashboard

59. Questions?
@sallyfalkow
sally@press-feed.com
@lieblink
rebecca@altimetergroup.com