This document discusses rethinking the traditional press release model. It notes that the traditional news media landscape is shrinking while online audiences are growing. Press releases can now serve as online destinations rather than just sources for journalists. The document provides several case studies of press releases that drove significant online traffic. It offers recommendations for press releases, including adding social media buttons, writing tweetable headlines, including images and links, and measuring online engagement. Finally, it discusses some ideas for the future, such as profiling more researchers and adding commenting functionality.
“It [library tour] wasn’t what do you do when you need to make a literature r...Lynn Connaway
Connaway, L. S. (2019). “It [library tour] wasn’t what do you do when you need to make a literature review…” Proactively positioning the library in the life of the user. Keynote presented at the LAC IFLA Conference, August 26, 2019, Athens, Greece.
This white paper includes Twitter statistics so you understand more about Twitter platform and Twitter users. It also includes 9 creative marketing campaigns on Twitter.
An updated version of my social media strategy recommendations for Yale Repertory Theatre in 2010. Incorporates new research, and corrects previous formatting issues.
Students are the Story: Using Personalization to Create Shareable ContentMerit Pages
Amy Mengel's Presentation at 2011 SUNYCUAD Annual Conference.
How can you use personalization to create relevant, interesting content about your organization and students, so that they'll want to share it on Facebook and more?
This presentation discusses personalization of news stories as a communications and marketing strategy and talks about how hyperlocal media and social media are important channels for connecting with students.
“It [library tour] wasn’t what do you do when you need to make a literature r...Lynn Connaway
Connaway, L. S. (2019). “It [library tour] wasn’t what do you do when you need to make a literature review…” Proactively positioning the library in the life of the user. Keynote presented at the LAC IFLA Conference, August 26, 2019, Athens, Greece.
This white paper includes Twitter statistics so you understand more about Twitter platform and Twitter users. It also includes 9 creative marketing campaigns on Twitter.
An updated version of my social media strategy recommendations for Yale Repertory Theatre in 2010. Incorporates new research, and corrects previous formatting issues.
Students are the Story: Using Personalization to Create Shareable ContentMerit Pages
Amy Mengel's Presentation at 2011 SUNYCUAD Annual Conference.
How can you use personalization to create relevant, interesting content about your organization and students, so that they'll want to share it on Facebook and more?
This presentation discusses personalization of news stories as a communications and marketing strategy and talks about how hyperlocal media and social media are important channels for connecting with students.
presentation at the Queens University College of Nursing's 75th anniversary celebration on the potential of social media on translating evidence for healthcare
BBC's shoddy analysis about fake news spread in India
PS: Fake news is being spread, there is NO doubt about that.
But there is no easy way to arrive at the outlandish conclusions they have arrived at. Take a look :-) They start off with some "data analysis" and call it qualitative research.
Demystifying Communication in a Digital World: Social Media 101Shonali Burke
I recently presented a couple of workshops at Goodwill Industries International's 2009 Summer Learning Event, held annually for its employees. Here's the one on social media (primarily for newbies).
Presented on November 9, 2009 as a part of the Seminar for Historical Administration surrounding the idea of how the changing media landscape has (and will continue to) alter the mission and behaviors of museums around the world.
A foundation course on networked journalism I gave to journalism graduate students from Azerbaijan, Armenia and Georgia at the European Commission, 17 November 2011.
If everyone in the world owns a printing press, how do you adapt your strategy for “media” relations? It's great that your institution’s news can go direct to the consumer now, but you’ll find it faces more direct competition than ever before. Your latest story might be jostling for attention on the same page with today’s LOL Cats and cell phone video of a citizen uprising. In this joint session, presenters from the University of Alabama at Birmingham and Duke University will share how their institutions stopped depending on the local newspaper to tell their stories. We'll discuss snappier headlines and tighter, brighter leads that will thrive in a 140-character-limit environment and be more readily shared.
Karl L. Bates, Director of Research Communications, Duke University; with Clinton Colmenares, Senior Director of Communications, University of Alabama at Birmingham School of Medicine
Tips and advice with case studies on how Twitter can be better used by the public sector from local government to police, fire, health and other services. Presented at Public Sector Networks' Epic Social Media for the South West in Exeter in february 2012
This is a series of lectures I gave at Birkbeck College - clearly the notes are not extensive but if anyone would like to chat them through then feel free to talk directly to me.
Focusing on European citizens and the impact of Open Access monographs for themSimon Tanner
Keynote at: A Knowledge Exchange Workshop on Open Access and Monographs 7th – 8th November 2018, Brussels, Belgium
This talk will place the citizen at the centre of the debate about the value and potential impact of Open Access for monographs. It will consider how they are or could be effected by OA mandates, policy and infrastructures using the EC’s own impact policy agenda as a focal point to consider the economic, societal/community, innovation and operational.
presentation at the Queens University College of Nursing's 75th anniversary celebration on the potential of social media on translating evidence for healthcare
BBC's shoddy analysis about fake news spread in India
PS: Fake news is being spread, there is NO doubt about that.
But there is no easy way to arrive at the outlandish conclusions they have arrived at. Take a look :-) They start off with some "data analysis" and call it qualitative research.
Demystifying Communication in a Digital World: Social Media 101Shonali Burke
I recently presented a couple of workshops at Goodwill Industries International's 2009 Summer Learning Event, held annually for its employees. Here's the one on social media (primarily for newbies).
Presented on November 9, 2009 as a part of the Seminar for Historical Administration surrounding the idea of how the changing media landscape has (and will continue to) alter the mission and behaviors of museums around the world.
A foundation course on networked journalism I gave to journalism graduate students from Azerbaijan, Armenia and Georgia at the European Commission, 17 November 2011.
If everyone in the world owns a printing press, how do you adapt your strategy for “media” relations? It's great that your institution’s news can go direct to the consumer now, but you’ll find it faces more direct competition than ever before. Your latest story might be jostling for attention on the same page with today’s LOL Cats and cell phone video of a citizen uprising. In this joint session, presenters from the University of Alabama at Birmingham and Duke University will share how their institutions stopped depending on the local newspaper to tell their stories. We'll discuss snappier headlines and tighter, brighter leads that will thrive in a 140-character-limit environment and be more readily shared.
Karl L. Bates, Director of Research Communications, Duke University; with Clinton Colmenares, Senior Director of Communications, University of Alabama at Birmingham School of Medicine
Tips and advice with case studies on how Twitter can be better used by the public sector from local government to police, fire, health and other services. Presented at Public Sector Networks' Epic Social Media for the South West in Exeter in february 2012
This is a series of lectures I gave at Birkbeck College - clearly the notes are not extensive but if anyone would like to chat them through then feel free to talk directly to me.
Focusing on European citizens and the impact of Open Access monographs for themSimon Tanner
Keynote at: A Knowledge Exchange Workshop on Open Access and Monographs 7th – 8th November 2018, Brussels, Belgium
This talk will place the citizen at the centre of the debate about the value and potential impact of Open Access for monographs. It will consider how they are or could be effected by OA mandates, policy and infrastructures using the EC’s own impact policy agenda as a focal point to consider the economic, societal/community, innovation and operational.
Highlights from veteran journalist Charlie Meyerson’s Sept. 26, 2017, presentation at the Downers Grove Public Library, where he offered guidance for weeding through digital noise and social media to find and share news responsibly.
No Content Tactics? Try Contact StrategyLori Packer
Delivered at ConFab High Ed Conference, November 13, 2014.
Raise your hand if you think this is you: You are a writer, editor, designer, developer, or social media manager who works in an office or institution that doesn’t seem to have a content strategy, or at least has not fully embraced the concepts, workflows, and
processes that a content strategy requires.
Sound familiar? And if so, what can you do from your little corner of the web publishing world to still make progress in creating content that advances the goals of your institution while serving the needs of your users?
Ah, the humble press release. This venerable arrow in the public relations quiver is still very much with us in 2015. Depending on your organization, most of the actual words written to describe your latest news and developments may take the form of press releases.
Your organization probably employs people whose full-time job is to write and distribute them. But as soon as press releases broke out of their literal envelopes and were posted to the web nearly 20 years ago, their role shifted.
In addition to serving as a tool for media relations, the online press release becomes a destination in its own right, whether we think of them that way or not.
Canary in a Coalmine: The Future of Higher Ed?Lori Packer
This presentation was delivered at HighEdWeb New England on March 15, 2013. It presents a case study comparing two online learning experiences: on a traditional, Blackboard-driven graduate degree program and the other a MOOC, or massively open online course.
The Future of Higher Ed? A Canary in the Coal Mine of Online LearningLori Packer
Presented at the 2012 HighEdWeb Conference in Milwaukee. Compares the experience of a traditional online degree with a new MOOC to make observations about future directions in online learning.
Red Stapler: Talking to Your Boss About TwitterLori Packer
This session was presented in the Red Stapler track of the HighEdWeb 2010 in Cincinnati, describing how to talke with your boss about the importance of social media in higher education communications.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
Honest Reviews of Tim Han LMA Course Program.pptxtimhan337
Personal development courses are widely available today, with each one promising life-changing outcomes. Tim Han’s Life Mastery Achievers (LMA) Course has drawn a lot of interest. In addition to offering my frank assessment of Success Insider’s LMA Course, this piece examines the course’s effects via a variety of Tim Han LMA course reviews and Success Insider comments.
Biological screening of herbal drugs: Introduction and Need for
Phyto-Pharmacological Screening, New Strategies for evaluating
Natural Products, In vitro evaluation techniques for Antioxidants, Antimicrobial and Anticancer drugs. In vivo evaluation techniques
for Anti-inflammatory, Antiulcer, Anticancer, Wound healing, Antidiabetic, Hepatoprotective, Cardio protective, Diuretics and
Antifertility, Toxicity studies as per OECD guidelines
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
Embracing GenAI - A Strategic ImperativePeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
Francesca Gottschalk - How can education support child empowerment.pptxEduSkills OECD
Francesca Gottschalk from the OECD’s Centre for Educational Research and Innovation presents at the Ask an Expert Webinar: How can education support child empowerment?
11. Press releases traditionally
seen as a source.
Serve as “fodder” for
journalists
Tell our stories to
reporters,
who then tell a story to
their audience (or not)
12. Press releases traditionally
seen as a source.
Serve as “fodder” for
journalists
Tell our stories to
reporters,
who then tell a story to
their audience (or not)
Can influence but not
control the outcome
13. Press releases traditionally
seen as a source.
Serve as “fodder” for
journalists
Tell our stories to
reporters,
who then tell a story to
their audience (or not)
Can influence but not
control the outcome
Have a limited shelf life
14. But there's a problem.
The traditional news hole is shrinking.
15. But there's a problem.
The traditional news hole is shrinking.
CNN closes its science unit.
16. But there's 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 there's 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 there's 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.
20. Press releases can now also
be seen as destinations.
you are here
Still serve as source material for journalists, BUT...
online the press release becomes the story with an
unlimited shelf life.
21. Press releases can now also
be seen as destinations.
you are here
Still serve as source material for journalists, BUT...
online the press release becomes the story with an
unlimited shelf life.
Tell your own story.
27. Case study #1:
Words and images
"Parents' 'um's' and 'uh's' Help Toddlers Learn
New Words, Cognitive Scientists Find"
Study from the UofR Baby Lab shows that
toddlers actually use their parents' stumbles
and hesitations to help them learn language
more efficiently. April 4, 2011
28. Story featured audio of the speech
samples used in the study (words)...
and photos
of the
experiment
underway
(images).
34. Case study #2:
Make it easy to be social
"Color Red Increases
the Speed and
Strength of Reactions"
A study by a Rochester
psychologist shows
that people see the
color red, their physical
reactions become both
faster and more
forceful. June 2, 2011
35. First big story written *after* I'd added the
Facebook and Twitter buttons to releases.
36. First big story written *after* I'd added the
Facebook and Twitter buttons to releases.
38. Changes in traffic patterns
Spring semester 2011
170k total visits
Facebook:
3.5% of total visits
11% of visits from
referrals
Twitter:
.3% of total visits
1.2% of visits from
referrals
39. Changes in traffic patterns
Spring semester 2011 Fall semester 2010
170k total visits 161k total visits
Facebook: Facebook: 2.75%
3.5% of total visits of total visits
11% of visits from 6% of visits from
referrals referrals
Twitter: Twitter: .
.3% of total visits 3% of total visits
1.2% of visits from 1.2% of visits from
referrals referrals
40. Changes in traffic patterns
Spring semester 2011 Fall semester 2010 Spring semester 2010
170k total visits 161k total visits 163k total visits
Facebook: Facebook: 2.75% Facebook: 1.1%
3.5% of total visits of total visits of total visits
11% of visits from 6% of visits from 3.25% of visits from
referrals referrals referrals
Twitter: 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 from
referrals referrals referrals
41. Changes in traffic patterns
Spring semester 2011 Fall semester 2010 Spring semester 2010
170k total visits 161k total visits 163k total visits
Facebook: Facebook: 2.75% Facebook: 1.1%
3.5% of total visits of total visits of total visits
11% of visits from 6% of visits from 3.25% of visits from
referrals referrals referrals
Twitter: 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 from
referrals referrals referrals
42. Case study #3:
Try something different
"Cincinnati Waterfront
Panorama
Daguerreotype"
Art conservators and
computer scientist
work together to
preserve one of the
highest-resolution
daguerreotypes in
existence. October 14, 2010
44. What was cool about
this story?
That you could zoom in and zoom in and find
incredible details in this very high-resolution
photograph taken in 1848.
45. What was cool about
this story?
That you could zoom in and zoom in and find
incredible details in this very high-resolution
photograph taken in 1848.
That in many ways this "old" technology
produced a better image than our most modern
cameras.
46. What was cool about
this story?
That you could zoom in and zoom in and find
incredible details in this very high-resolution
photograph taken in 1848.
That in many ways this "old" technology
produced a better image than our most modern
cameras.
That's how the press officer pitched it, but why
stop there?
47. 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?
49. If you pitch, why not publish?
The story was picked up.
(yay! By Krulwich, no less)
50. If you pitch, why not publish?
The story was picked up.
(yay! By Krulwich, no less)
Then Yahoo! News ran it
and linked to our Zoomify
page
51. If you pitch, why not publish?
The story was picked up.
(yay! By Krulwich, no less)
Then Yahoo! News ran it
and linked to our Zoomify
page
14k hits in one day
Time on page 04:46
(site avg ~01:20)
Still sees traffic today
52. Case study #4:
The media still matter
"Light's Most Exotic Trick Yet: So Fast It Goes ...
Backwards?"
Light passing through a fiber laced with a
chemical element went so fast that it exited the
fiber before it entered. May 11, 2006
http://www.rochester.edu/news/show.php?id=2544
53. Backwards light: An early attempt
at a complete package
Infographic…
Animations…
High-res photos…
54. Backwards light: The results
Hit in the New York Times = SUCCESS!
Story appears online with link back to the
release because of the animation
55. Backwards light: There's 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.
56. 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
57. 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%).
62. Six things you can do now to
rethink your press releases.
63. Six things you can do now to
rethink your press releases.
Add tweet and Facebook like buttons.
I wish I did it months ago.
64. Six things you can do now to
rethink 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?
65. Six things you can do now to
rethink 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
66. Six things you can do now to
rethink your press releases.
67. Six things you can do now to
rethink your press releases.
Don't bury the lede.
Get to the cool. The researcher's title, name of the lab, and the
funding agency are what the second paragraph is for.
68. Six things you can do now to
rethink your press releases.
Don't bury the lede.
Get to the cool. The researcher's title, name of the lab, and the
funding agency are what the second paragraph is for.
Link, link, link.
Original study, professor's lab, other research
from this professor, other studies on this topic,
Google Earth, Wikipedia, NIH photos...
69. Six things you can do now to
rethink your press releases.
Don't bury the lede.
Get to the cool. The researcher's title, name of the lab, and the
funding agency are what the second paragraph is for.
Link, link, link.
Original study, professor's 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 haven't already.
Track tweets and retweets and follow up.
71. 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?
72. 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? Can't "turn on comments
and leave the room."
73. 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? Can't "turn on comments
and leave the room."
Rethink our platform.
I smell a Wordpress conversion.
81. Questions?
Presentation available on SlideShare
"Rethinking the Humble Press Release."
Tag: psuweb11
Contact me: Lori Packer
lori.packer@rochester.edu
Twitter: @LoriPA
Editor's Notes
Thank you. I am reall happy and honored to be at this fantastic event you guys have here at Penn State. I went to school just up the road in Lock Haven, so coming to Penn State still feels a little bit like coming to the big city.\n
I’d like to start by telling you a story. A story about ladybugs. I was driving to work one morning... Cut to a couple weeks later, and I saw a short little newsbrief in the NYT Education Life section about one of the first studies done on Twitter in the classroom... Person in Arizona... WHY?\n
I like to keep all my main points nice and obvious like this. It makes the easier to remember. This obvious point came as a little epiphany to me, and it also fit in nicely with something my boss is fond of saying, that it is our job to TURN AUDIENCES INTO COMMUNICATORS as a way to BUILD BUZZ. And BUZZ EQUALS...\n
I like to keep all my main points nice and obvious like this. It makes the easier to remember. This obvious point came as a little epiphany to me, and it also fit in nicely with something my boss is fond of saying, that it is our job to TURN AUDIENCES INTO COMMUNICATORS as a way to BUILD BUZZ. And BUZZ EQUALS...\n
This is a slide my boss has been using in a lot of his presentations to various campus groups since pretty much the day he started. And it’s basically meant to demonstrate just how important it is to reach those internal audiences with information they can be excited and proud of. Because it can be really hard to crack that general audience way out here. \n
This is a slide my boss has been using in a lot of his presentations to various campus groups since pretty much the day he started. And it’s basically meant to demonstrate just how important it is to reach those internal audiences with information they can be excited and proud of. Because it can be really hard to crack that general audience way out here. \n
This is a slide my boss has been using in a lot of his presentations to various campus groups since pretty much the day he started. And it’s basically meant to demonstrate just how important it is to reach those internal audiences with information they can be excited and proud of. Because it can be really hard to crack that general audience way out here. \n
This is a slide my boss has been using in a lot of his presentations to various campus groups since pretty much the day he started. And it’s basically meant to demonstrate just how important it is to reach those internal audiences with information they can be excited and proud of. Because it can be really hard to crack that general audience way out here. \n
This is a slide my boss has been using in a lot of his presentations to various campus groups since pretty much the day he started. And it’s basically meant to demonstrate just how important it is to reach those internal audiences with information they can be excited and proud of. Because it can be really hard to crack that general audience way out here. \n
This is a slide my boss has been using in a lot of his presentations to various campus groups since pretty much the day he started. And it’s basically meant to demonstrate just how important it is to reach those internal audiences with information they can be excited and proud of. Because it can be really hard to crack that general audience way out here. \n
This is a slide my boss has been using in a lot of his presentations to various campus groups since pretty much the day he started. And it’s basically meant to demonstrate just how important it is to reach those internal audiences with information they can be excited and proud of. Because it can be really hard to crack that general audience way out here. \n
This is a slide my boss has been using in a lot of his presentations to various campus groups since pretty much the day he started. And it’s basically meant to demonstrate just how important it is to reach those internal audiences with information they can be excited and proud of. Because it can be really hard to crack that general audience way out here. \n
This is a slide my boss has been using in a lot of his presentations to various campus groups since pretty much the day he started. And it’s basically meant to demonstrate just how important it is to reach those internal audiences with information they can be excited and proud of. Because it can be really hard to crack that general audience way out here. \n
This is a slide my boss has been using in a lot of his presentations to various campus groups since pretty much the day he started. And it’s basically meant to demonstrate just how important it is to reach those internal audiences with information they can be excited and proud of. Because it can be really hard to crack that general audience way out here. \n
And that brings us to the press release. <Oh, press release.> This is a content type we all have, right? We all have people who work at our institutions whose job it is to write press releases.\n
The traditional purpose of the press release is to serve a media relations function more so than a public relations function. They serve as source material for journalists. Journalists than tell our stories (or note) to their audiences. We as institutions don&#x2019;t have much is any control over the outcome. And then have a limited shelf life. We send them out, they get picked up, or not, done.\n
The traditional purpose of the press release is to serve a media relations function more so than a public relations function. They serve as source material for journalists. Journalists than tell our stories (or note) to their audiences. We as institutions don&#x2019;t have much is any control over the outcome. And then have a limited shelf life. We send them out, they get picked up, or not, done.\n
The traditional purpose of the press release is to serve a media relations function more so than a public relations function. They serve as source material for journalists. Journalists than tell our stories (or note) to their audiences. We as institutions don&#x2019;t have much is any control over the outcome. And then have a limited shelf life. We send them out, they get picked up, or not, done.\n
The traditional purpose of the press release is to serve a media relations function more so than a public relations function. They serve as source material for journalists. Journalists than tell our stories (or note) to their audiences. We as institutions don&#x2019;t have much is any control over the outcome. And then have a limited shelf life. We send them out, they get picked up, or not, done.\n
But there are some problems with approaching press releases in just this limited way. The traditional news hole is shrinking... Another trend, and I say trend with a question mark here ... late edition... So how does this situation lead to a rethinking of the humble press release...\n
But there are some problems with approaching press releases in just this limited way. The traditional news hole is shrinking... Another trend, and I say trend with a question mark here ... late edition... So how does this situation lead to a rethinking of the humble press release...\n
But there are some problems with approaching press releases in just this limited way. The traditional news hole is shrinking... Another trend, and I say trend with a question mark here ... late edition... So how does this situation lead to a rethinking of the humble press release...\n
But there are some problems with approaching press releases in just this limited way. The traditional news hole is shrinking... Another trend, and I say trend with a question mark here ... late edition... So how does this situation lead to a rethinking of the humble press release...\n
Not just news fodder, but destinations in their own right. The two functions are not mutually exclusive. A press release still serves as source material for journalists...\nSO WHAT FOLLOWS IS A SWIFTIAN MODEST PROPOSAL FOR RETHINKING THE UBIQUITOUS PRESS RELEASE...\n
Not just news fodder, but destinations in their own right. The two functions are not mutually exclusive. A press release still serves as source material for journalists...\nSO WHAT FOLLOWS IS A SWIFTIAN MODEST PROPOSAL FOR RETHINKING THE UBIQUITOUS PRESS RELEASE...\n
We need to stop thinking of the press release as a press release in this limited, traditional sense. We need to starting thinking of them as CONTENT. Actually, not even content. We need to think of them as STORIES. I don&#x2019;t even say &#x201C;press release&#x201D; in my office anymore. I say STORY. But even more specifically than stories, we need to think of them as words and images. I say this so often around the office, it&#x2019;s starting to get laughs, which is probably not a good thing. WORDS and IMAGES, I&#x2019;ll shout. Someone has to write something, someone has to shoot something, someone has to edit something. \n
We need to stop thinking of the press release as a press release in this limited, traditional sense. We need to starting thinking of them as CONTENT. Actually, not even content. We need to think of them as STORIES. I don&#x2019;t even say &#x201C;press release&#x201D; in my office anymore. I say STORY. But even more specifically than stories, we need to think of them as words and images. I say this so often around the office, it&#x2019;s starting to get laughs, which is probably not a good thing. WORDS and IMAGES, I&#x2019;ll shout. Someone has to write something, someone has to shoot something, someone has to edit something. \n
We need to stop thinking of the press release as a press release in this limited, traditional sense. We need to starting thinking of them as CONTENT. Actually, not even content. We need to think of them as STORIES. I don&#x2019;t even say &#x201C;press release&#x201D; in my office anymore. I say STORY. But even more specifically than stories, we need to think of them as words and images. I say this so often around the office, it&#x2019;s starting to get laughs, which is probably not a good thing. WORDS and IMAGES, I&#x2019;ll shout. Someone has to write something, someone has to shoot something, someone has to edit something. \n
We need to stop thinking of the press release as a press release in this limited, traditional sense. We need to starting thinking of them as CONTENT. Actually, not even content. We need to think of them as STORIES. I don&#x2019;t even say &#x201C;press release&#x201D; in my office anymore. I say STORY. But even more specifically than stories, we need to think of them as words and images. I say this so often around the office, it&#x2019;s starting to get laughs, which is probably not a good thing. WORDS and IMAGES, I&#x2019;ll shout. Someone has to write something, someone has to shoot something, someone has to edit something. \n
Let&#x2019;s look at a few case studies that might help us begin to rethink our releases and lets start with the power of words and images...\n\nHaving heard that brief description, where does your brain go? What do you want or expect next?\n
It&#x2019;s all about context. Georgy Cohen talked about this in a broader sense when talking about merging the real and virtual worlds. What do you want or expect or what would be helpful where you are at right now. Also example from Cynde Fleagles QR code presentation.\n
In the month it was published, this release saw more than 4,000 hits. Half from StumbleUpon, 20% directly. \n
In the month it was published, this release saw more than 4,000 hits. Half from StumbleUpon, 20% directly. \n
In the month it was published, this release saw more than 4,000 hits. Half from StumbleUpon, 20% directly. \n
In the month it was published, this release saw more than 4,000 hits. Half from StumbleUpon, 20% directly. \n
So if we look at an example of how this story did --and if you use Google Analytics on your site you&#x2019;ll recognize this screen -- you&#x2019;ll see it did fairly well by what we typically see on our site. 1,800 hits in one day. Just about half from Stumbleupon, but then 20% direct from enewsletters, homepage. \n
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So the traditional media relations function of the press releases doesn&#x2019;t go away. You can still reach a lot of eyeballs through the New York Times, and some of those eyeballs will belong to those people who care about you. \n
So how can you improve your press releases -- practice some kaizen -- to make them better for the reporters you are still trying to reach, while at the same time turning them into destinations in their own right?\n
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Has anyone here heard of the website Futurity.org? This site was a response by 60 research universities to the changing media landscape, who decided to work together to produce an online magazine of their best science and research news. \n
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If someone tweets or retweets one of your stories, follow them back. There&#x2019;s a good chance they may be one of those kitties who care about you.\n
If someone tweets or retweets one of your stories, follow them back. There&#x2019;s a good chance they may be one of those kitties who care about you.\n
If someone tweets or retweets one of your stories, follow them back. There&#x2019;s a good chance they may be one of those kitties who care about you.\n
If someone tweets or retweets one of your stories, follow them back. There&#x2019;s a good chance they may be one of those kitties who care about you.\n
If someone tweets or retweets one of your stories, follow them back. There&#x2019;s a good chance they may be one of those kitties who care about you.\n
If someone tweets or retweets one of your stories, follow them back. There&#x2019;s a good chance they may be one of those kitties who care about you.\n
If someone tweets or retweets one of your stories, follow them back. There&#x2019;s a good chance they may be one of those kitties who care about you.\n
If someone tweets or retweets one of your stories, follow them back. There&#x2019;s a good chance they may be one of those kitties who care about you.\n
If someone tweets or retweets one of your stories, follow them back. There&#x2019;s a good chance they may be one of those kitties who care about you.\n
Scott Rosenberg, Founder of Salon.\n
Scott Rosenberg, Founder of Salon.\n
Scott Rosenberg, Founder of Salon.\n
Scott Rosenberg, Founder of Salon.\n
Scott Rosenberg, Founder of Salon.\n
Scott Rosenberg, Founder of Salon.\n
Scott Rosenberg, Founder of Salon.\n
Scott Rosenberg, Founder of Salon.\n
Scott Rosenberg, Founder of Salon.\n
And this is really the big one for me. We have over 3,000 press releases on our website, Dating back to 1996. They generate between 25-25k visits per month. Are we putting them to good strategic use? Mallory Wood and Nick Denardis talked about the 10 things you should know about campus. This hit me. Mission statement. \n
And this is really the big one for me. We have over 3,000 press releases on our website, Dating back to 1996. They generate between 25-25k visits per month. Are we putting them to good strategic use? Mallory Wood and Nick Denardis talked about the 10 things you should know about campus. This hit me. Mission statement. \n
And this is really the big one for me. We have over 3,000 press releases on our website, Dating back to 1996. They generate between 25-25k visits per month. Are we putting them to good strategic use? Mallory Wood and Nick Denardis talked about the 10 things you should know about campus. This hit me. Mission statement. \n
Always have art, always have related links. \n
Really inspiring how they share and make use of good stories across multiple Web publications using Wordpress platform\n
Great headlines, always art, covers a wide array of stories, commenting\n