Creating a Successful Online Newsroom with Pete Codella and Sally Falkow presented at the 2011 PRSA Western District Conference in Las Vegas

1. Creating a Successful Online Newsroom Why and how to make a newsroom that stands out by Pete Codella, APR and Sally Falkow, APR April 28, 2011

2. Contact info Pete Codella, APR Sally Falkow, APR Pete@CodellaMarketing.com @Codella @NewsCactus Sally@Press-Feed.com @SallyFalkow @PRESSfeed TXT prpete to 50500 for my SMS business card by Contxts.com

3. Five Ws Who What When Where Why How

4. Who Who uses an online newsroom anyway?

40. Who? Everyone in need of public relationsneeds an online newsroom Use it to create buzz

41. What A one-stop-online-shopfor news and information

42. Important elements Spokesperson contact information Search News releases RSS to receive new announcements Social media sharing tools

43. Important elements Press kits Multimedia Executive biographies Event calendar Links to stories in the news

44. Important elements Sign-up for email, text messages Links to other company-owned online properties, including social media Financial information Section for crisis communications

45. Newsrooms and blogs Frequent publishing with keyword-rich content Search benefits RSS feed(s) and email subscriptions

46. With a newsroom No comment management(like blogging) Not a new type of content(you’re probably already writing press releases)

47. Content is king Copywriting for the Web Think like the person doing the search Have a strategy for incorporating keywords

48. https://adwords.google.com/select/KeywordToolExternal

49. Social media release Contact info that includes social media Fast facts Share this / Tweet this Quick links Multimedia from Shift Communications

51. 2011 is the year ofsocial integration Source: Altimeter Group

56. Social news 75% of online news consumers say they get news forwarded through posts on social networking sites 52% say they share links to news with others via those means

58. Integrate Your Social Content with your Online Newsroom

60. Fortune 100: Adoption 77% have a Twitter account 75% have a Facebook page and allow people to post to their wall 57% have are using YouTube to post videos 25 percent have Twitter, Facebook, and YouTube accounts, and maintain a blog

61. Fortune 100: Integration ALMOST HALF (44%) have no connection at all to their social content (Level 1) 33% link away with no strategy. They direct their visitors off their site to the their social content (Level 2) 13% link away in a new window and encourage sharing of the content ( Level 3) 12% connect correctly, encourage sharing and aggregate the conversation on their newsroom

62. Fortune 100: Newsroom Features 74% have RSS feeds  58% have some connect feature 13% have a Share This feature  43% have images and videos 3% use the social media release format on their own website’s newsroom 2% offer embed codes for multimedia assets

63. INC 500: Adoption 71% have corporate Facebook pages 67% have photos and videos online 59% have corporate accounts on Twitter 50% have a public facing corporate blog

64. INC 500: Integration  More than two-thirds (68%) have no connection to their social content 22% do connect but are only linking away. (Level 2) 6% link in a new window and encourage sharing (Level 3) 5% aggregate the conversation on their newsroom or website

65. INC 500: Newsroom Features 11 % have RSS Feeds 7% have a multi media gallery Most of them only offer high res images – no embed codes None are using the social media format for releases   

68. Contacts Connect Images Blog Posts Video News Releases Feeds Tags Share Tweet Like Twitter feed Media Coverage

72. How are PR pros planning to upgrade? Build it custom in-house 48% Use an open source platform 36%WordPress, Drupal Use a newsroom vendor 32%with some social features Use a vendor with a full service 24%social media newsroom

73. Custom Built - 2 years

75. Built on WordPress

77. When Yes! Always!

78. Scheduling Publish now Schedule for future publication Save draft for future publication Coordinate with other events

79. Where Different domain / same design News.URL.com URLnews.com Consider all viewing screens

80. Where Admin Web access anywhere, anytime Mobile publishing Twitter, anyone?

81. Why Self-publish Search optimization Be a resource Present accurate information

82. Why One more ticket to the search lottery Drive traffic to other online properties Communicate effectively with anyone online

83. Because An online newsroom supports your online positioning strategy, helping with search optimization and search marketing.

84. How to use it Pitch stories to the media Highlight otherwise untold stories and unsung heroes Link to newsroom stories from social media

85. Key takeaways An online newsroom is a very effective public relations tool The newsroom should be easy to find and easy to navigate Support the newsroom — and your other Internet properties — with social media activity

86. Questions Questions, comments anddiscussion