Get targeted tips that will improve your media placements from Mark LaVigne, APR, Hunter LaVigne Communications Inc.; David Milliken, Senior VP, CNW Group; Lisa Davis, Senior Marketing Manager, Marketwire; Ron Welch, General Manager, CPImages; and Ruth Douglas, News Canada.

1. How to Serve Your News
Electronically to an
Overburdened News Media
June 9, 2009
June 9, 2009

2. David Milliken
Senior Vice-President, CNW Group
June 9, 2009

3. June 9, 2009

4. “THE TRANSFORMED NEWSROOM WILL BE FILLED WITH
MULTI-FUNCTIONAL JOURNALISTS WHO ARE COMFORTABLE
CARRYING AROUND A DIGITAL CAMERA AND TINY VIDEO
CAMERA, WHO MADE IT PART OF THEIR ROUTINE TO RECORD
AUDIO FOR POSSIBLE USE IN PODCASTS OR MULTIMEDIA
PROJECT SOUND CLIPS: WHO ARE REGULAR USERS OF SOCIAL
NETWORKS AND UNDERSTAND HOW TO LEVERAGE THEM TO
COMMUNICATE WITH AND ATTRACT NEW READERS … AND
WHO ARE COMFORTABLE AND WILLING TO PUT IN THE TIME
TO ENGAGE AND COMMUNICATE WITH THEIR READERS OR
VIEWERS INCLUDING PARTICIPATING IN READER COMMENT
THREADS ACCOMPANYING THEIR STORIES.”
Editor & Publisher
June 9, 2009

5. www.j-source.ca www.newswire.ca
www.themediamanager.com
NEWS ON NEWS E-letter
www.cna-acj.com
June 9, 2009

6. Lisa Davis
Director of Marketing, Marketwire
June 9, 2009

7. The Role of Commercial Newswires
• At its most basic, the role is simple: helping communicators put
their news and information in front of the right audiences so that
their messages make an impact
• For decades, a newswire’s primarily distribution was ‘push’ - news
releases sent via fax, email, into editorial systems, brokerage
screens -- a traditional, somewhat controlled process
• Seismic shift when the world went online: new audiences, new
channels, instant, interactive information, direct-to-consumer
communication -- we can reach anyone, anywhere
• RSS and subscription-based email makes it easy for people to ‘pull’
your news from various sources
June 9, 2009

8. The Role of Commercial Newswires
• Public Relations and Media Relations have changed -- today, it can be
as important to reach out to a prominent blogger as it is a trade
journalist, and online saturation of your story can equal traditional
pick-up in newspapers
• PR is typically a hybrid approach that mixes traditional outreach with
online strategies
• Commercial newswires provide solutions for communicators in both
traditional and online distribution and offer distinct benefits over DIY
strategies because of unparalleled reach, data & technology
June 9, 2009

9. The Role of Commercial Newswires
REACH
• Accessibility: we reach where others can’t
– direct feeds into central editorial systems, news aggregators
– penetration into Yahoo! News, Google, AOL
– opt-in freelance journalists, media and investors who sign up for your
news
– global partners allow your news to cross borders that may be
inaccessible by others
• Speed/Simultaneity/Volume: ability to reach thousands of
recipients quickly and reliably
June 9, 2009

10. The Role of Commercial Newswires
DATA
• Breadth: in-house management of 600,000+ global media contacts,
and access to hundreds of thousands more via worldwide partners
• Accuracy: continuous research = accurate data
• Targeting: tailored distribution options take your news around the
corner or around the world -- reaching specialty and niche markets
to align your messages with the most appropriate audiences
June 9, 2009

11. The Role of Commercial Newswires
TECHNLOGY
• Multi-format distribution: text-only, embedded photos, video,
XHTML, hyperlinks – information in most any format can be sent to
downstream partners that matches their editorial readiness
• Hosting/Enabling: assistance going beyond traditional distribution
SEO enhancements for better online performance
• Syndicating your news with RSS feeds
• Hosting/posting news releases and photos
June 9, 2009

12. Ron Welch
General Manager, Images Assignment Services
The Canadian Press Images
June 9, 2009

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15. Changing media landscape
• The Canadian Press, for many years, a news cooperative that
primarily served its member newspapers and radio stations, is now
leading the way in the new media landscape
• Recognizing the “winds of change” The Canadian Press has put
considerable effort and resources over the past decade to morph
itself into a company that recognizes and delivers services to the
new digital marketplace
June 9, 2009

16. Changing media landscape
• Today, The Canadian Press is the country’s largest online news
provider and, more recently, the leading independent video news
provider for websites in Canada
• We also just launched a mobile news app for BlackBerry and iPhone
in partnership with CTV, The Globe and Mail and other media – Just
another example of how we deliver multimedia news to emerging
platforms so we can continue to expand the markets we serve to
meet today’s and tomorrow’s needs
June 9, 2009

17. Embrace change and adapt
• Audiences want multimedia news, newsrooms are delivering
multimedia reporting and PR professionals are telling their story in
multimedia formats - We are embracing change and adapting!
• The basic formula for success on my side of the business is still the
same -- great photography gets noticed, whether stills or video and
fast, convenient delivery makes it easier for editors to find and use
your visuals
June 9, 2009

18. Newsrooms today and opportunities
• Newsrooms are short-staffed, with fewer dedicated photo editors to search
out images and with less time to do it. With websites and web portals being
as important as newspapers for people looking for news and information,
these same editors are often choosing content for both platforms
• Fewer photographers and shrinking budgets mean newspapers and TV and
radio stations will put all of their resources into covering local and hard
news, leaving little time for soft news coverage
• Newsrooms are no longer putting a paper to bed in four hours, they are
publishing right now on the Web and video, in addition to still images, is
becoming more and more popular – meaning these folks are constantly
looking for fresh images and video
June 9, 2009

19. They want your images and video
• Newsrooms are receptive to receiving your images and videos but
the content must be what they’re looking for – newsworthy,
relevant, interesting or entertaining and delivered in the proper
format, and where they can easily find them, as “ready to go” as
possible!
June 9, 2009

20. “CONTENT IS KING”
What can you do to help ensure you
are sending newsrooms images that
are likely to be used?
June 9, 2009

21. Make the right choice
Hire the right photographer or videographer
News photographers/videographers or organizations that offer this
service – they’ve seen and done it all and can offer very helpful
advice and ideas
Send images in formats and sizes required by media
Jpeg images at 300 dpi, 10-inches on the longest side, would be
best
June 9, 2009

22. Wire photos
June 9, 2009

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29. Captions and distribution
Captions
Very important! Next to headlines, they are the second most read
part of a newspaper
Distribution
Choose wisely how you deliver your images to newsrooms – make
sure they are where editors are looking for them -- they have no
time to search
June 9, 2009

30. Video advice
• For online video, keep it short – nothing longer than 1.5 to 2 minutes
This is the length of our own online
news video, which we’ll be producing
even more of leading up to and during
the Olympics since The Canadian Press
was named The Host National News
Agency by the IOC
• Avoid “talking heads”
• Avoid the urge to over produce and make it look like a TV report
• HD quality is not necessary for the web
• Offer two options for delivery – a place for media to retrieve the video (pull) or
create a link on a server and host it for them – just send the link and they can
embed it into their pages…most new users take Flash formats
June 9, 2009

31. Ruth Douglas
President & CEO, News Canada
June 9, 2009

32. Limited by the
broadcast signal
June 9, 2009

33. #1 Activity online?
June 9, 2009

34. News Canada Online Videos
June 9, 2009

35. This Blanco online video campaign
achieved 7,282,720
unique viewers
June 9, 2009

36. The Power of Radio
Next to bottled water, a flashlight, a candle and
matches, a battery-operated radio is the number
one item needed in a household emergency kit
June 9, 2009

37. Radio Stats
• Radio reaches 90% of Canadian adults every week
• Adults listen to traditional radio on average 125 minutes a
day
• Online radio – 34 minutes a day
• Total 159 minutes
• 23% more than TV
• Double that of the Internet*
*Radio Marketing Bureau’s Annual Research Foundation Study, Oct 08
June 9, 2009

38. This Safe Kids Canada radio campaign achieved a
national audience of 1,302,300
June 9, 2009

39. Newspaper Stats
• In a week 73% of Canadian adults will read a printed
edition of a daily newspaper (NADbank Study May 2008)
• 74% of those surveyed read the latest edition of their
community newspaper (ComBase 2005)
June 9, 2009

40. Sico Print Campaign
With an investment of
$14,120 Sico
distributed articles in
April, May and June of
2009
June 9, 2009

41. As of June 1st their articles reached 15,564,399 impressions in
print alone. Another 10,019,714 impressions from online
postings of their articles.
June 9, 2009

42. SANYO Internet Radio
Media Relations Case Study
Mark Hunter LaVigne, APR
June 9, 2009

43. Product Synopsis
• Internet Radio R227 with built-in WIFI
• Also has ethernet jack
• Thousands of free stations from around the world without a
subscription
June 9, 2009

44. Product Synopsis
• Enables search by country or genre, with eight Internet
station presets
• FM stereo digital tuner with eight station presets
June 9, 2009

45. Product Synopsis
• Quite compact at 215 X 140 X 110 mm/8.6 X 5.6 X 4.4 inches
(wxhxd)
• Supports such audio files as AAC, AIFF, MP3, RM, WAV, WMA
and playlists (M3V) stored on a networked computer
• Loaded with clock radio functionality, including wake-to-
internet or FM radio, the R227 boasts excellent stereo audio
with dual speakers
June 9, 2009

46. Objectives
• To generate significant early adopter news media buzz for this
product!
• To generate minimum of 10-million impressions, with a cost
per contact of at least $.005 cents
June 9, 2009

47. Strategic Considerations
• Sanyo’s first major mainstream audio product was its
transistor radio in 1956
• Canada is one of the leading countries for both Internet use
and WIFI
June 9, 2009

48. Strategic Considerations
• Canada has very high multicultural mixes in Toronto,
Montreal and Vancouver
• Canadian retailers very conservative so reluctance to list
breakthrough products
June 9, 2009

49. Target Audiences
• Tech adopters in 30 to 40 year old age demographic, male
skewed
• New Canadians who want to listen to their radio stations from
home
• Radio aficionados
June 9, 2009

50. Target Markets
• Extended Golden Horseshoe, 6.6 million including Ottawa,
Peterborough, Kingston, Barrie, London, Guelph, Kitchener,
Windsor
• Montreal, Quebec City (Laurentians/eastern townships) and
smaller Quebec cities 3.6 million
June 9, 2009

51. Target Markets
• Calgary/Edmonton Corridor: 1.9 million
• Vancouver and lower BC mainland including Whistler:
2.6 million
• Maritimes
June 9, 2009

52. Tactics
• Three-day exclusive to 680 News tied in with give-away
promotion through their on-line audience (October 23)
• Sanyo Canada launch October 27 (worldwide exclusive)
• Sanyo US launch not until December 2, 2008
June 9, 2009

53. Tactics
• Paid wire distribution with photo as part of Press Pack from
Marketwire/The Canadian Press
• The Canadian Press photo shoot with product and model with
product shots. Canadian Press photographer Dave Starrett
captured beautiful generic downtown image in background as
directed
June 9, 2009

54. Tactics
• Product loaner program – all products then purchased by
media
• Chinese and South Asian media relations conducted by
Dynasty Advertising and PR, Markham, ON. Adapted English
release
June 9, 2009

55. The Money Shot
June 9, 2009

56. June 9, 2009

57. June 9, 2009

58. News Release
Subject line and Headline:
Sanyo Canada launches new Internet Radio product
June 9, 2009

59. News Release
Lead paragraph:
Concord, ON, October 27, 2008 – Fifty-two years after it
launched one of the world’s first transistor radios, SANYO has
unveiled in Canada its new Internet Radio, combining the
convenience of Internet radio’s plethora of crystal clear
channels from around the world with wireless Internet
efficacy.
June 9, 2009

60. News Release
• The SANYO Internet Radio R227 with built-in WIFI provides an
easy to use Internet audio interface that plays thousands of
stations and podcasts from around the world without a
subscription fee
• High resolution product images are available at
www.marketwire.com/sanyo/
• 531 words
June 9, 2009

61. Results
• Total media outlets: 251 (68 traditional)
• Total hard copy: 49/Total .com: 200
• Number of Canadian Press photo pick-ups: 129
June 9, 2009

62. Results
• Engadget, Electronista, Ubergizmo and Digitaltrends led
Blogosphere pick-up
• Total captured MRP impressions: 60,418,694
• Total Fees and Disbursements: $16,187.79
June 9, 2009

63. Results
• Cost per impression: $.001
• MRP Quality Score: 78.77 %
June 9, 2009

64. Results.com
June 9, 2009

65. Results – hard copy
June 9, 2009

66. http://www.680news.com/news/headlines/more.jsp?con
tent=20081023_093300_24028
• MRP.com: 160,631/MRP Radio (2 X per hour, 5:30 to 11:00 am):
1,006,600
• Spirit of the radio re-born as Sanyo launches its new Internet
radio in Canada – Fifty-two years after launch of one of world's
first transistor radios, Sanyo unveils new Internet radio in
Canada
• Now your ears can surf the World Wide Web
• Sanyo Canada launched ….THE CANADIAN PRESS PHOTO
June 9, 2009

67. http://reviews.digitaltrends.com/review/5704/sanyo-
r227-internet-radio-review
• MRP: 563,200
• Sanyo R227 Internet Radio
• November 12th, 2008 | by David Tanaka
• It has enough functionality beyond Internet radio to render
the device a versatile
• Highs: Works as advertised; can store eight stations; plenty of
other features; line-out connection…..THE CANADIAN PRESS
PHOTO
June 9, 2009

68. Thank you.
June 9, 2009