The Evolution of Corporate News
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As companies, particularly large corporations with significant communications budgets, begin to put more focus on owned channels (i.e. social media and their own websites), the role of news is gradually changing.
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The Evolution of Corporate News
- 1. THE CORPORATE AS PUBLISHER
- 2. PRs are playing the news industry at its own game. They’re working around journalists, getting their own slickly produced stories, videos and graphics straight to their target audiences
- 3. Corporates as platforms – growing in power Harvard Business Review • 79% of companies currently using social media Investis • 72% of the FTSE 100 now have Twitter for sharing corporate news • 93% of companies use LinkedIn, the most popular social network for business • £4 billion spent on owned media last year • Companies are now spending 20% of communications budgets on owned media
- 4. The social eclipse (of the heart) 5.3 million Facebook followers 2.2 million Facebook followers 1.6 million Facebook followers 4.7 million Facebook followers 2.4 million Facebook followers 5.4 million Facebook followers
- 5. Reach is not everything
- 6. “Now we’ve got a way of reaching people who read what we say and we don’t have to rely on the Daily Mail.” Richard Branson – Financial Times
- 7. Corporates as platforms – Why? • Newspaper readership is declining • Can be more innovative with content • It drives greater site traffic • Allows them to better gauge consumers views • Reach a wider audience
- 11. Corporate Announcements: Drag and drop PR? FINANCIAL TIMES “It was a masterclass in PR spoonfeeding and news organisations simply had to drag and drop.” ‘The Invasion of Corporate News’ – 19/09/2015
- 12. Curating content: Apple product launches
- 13. Financial results: Getting it right…
- 14. …Getting it wrong Twitter’s decision to use Periscope to announce its annual results resulted in an embarrassing backlash from users
- 16. Becoming the ultimate publishing platform?
- 17. The death of the press release? “We can't talk about what Coke wants to talk about. We have to talk about what people want to talk about.”
- 18. What it means for us N A R R A T I V E Earned media Blogs Paid-for media Social media Partnerships Speaking platforms CLEAR CONSISTENT COMMUNICATIONS
Editor's Notes
- TJ
- 79% stat Harvard Business Review 72% stat and 93% stat are Investis 4 billion – and a quarter of companies had increased spend for each of the last two years Last stat (seven) Website traffic figures
- Amazon Facebook – 5.4 million M and s 2.2 Tesco 1.6 Guardian 4.7, Tele 2.4
- Newspaper stats NRS - Newspaper readership has declined by a quarter in the past ten years (NRS) Ofcom, newspaper readership, particularly among under 35s has declined by another 10 per cent in the last two years Consumer attitudes (Seven) – half of people believe that companies can be more innovative with content
- TJ
- In 2010 we launched the Unilever Sustainable Living Plan, which is our blueprint for sustainable business. We will achieve our vision through our Plan, which is helping us to decouple our growth from our environmental impact while increasing our positive social impact, driving profitable growth for our brands, saving costs and fuelling innovation. Microsite prominently positioned on homepage Video Blogs News Plans Social integration Partnerhsip with guardian sustainable business Awards Ted Talks
- TJ
- Coca Cola’s head of communications, Ashley Brown, stated his intention of killing the press release back in 2013 Coke created a newsroom with people who had journalism backgrounds - they hold a daily meeting at 9 a.m. to plan its content, often on the fly. At the same time, Coke has a goal of reducing press releases by half this year and getting rid of them entirely by 2015.