Topical websites presentation final
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This document discusses topical websites and how they work. Topical websites allow journalists and community members to file accurate information on specific topics. Journalists file news nuggets and tidbits to appropriate topical sites. Community members can then engage by adding their own accurate contributions. The document outlines the basics of topical websites and how they have progressed from an initial external phase, where the public and organizations file information, to a second phase where the public also offers expertise. It provides examples of different topical sites covering news, business, schools, sports, government, life and more. It discusses successes so far but areas that could still be improved, such as getting more community members engaged. Guidelines are provided on where to file information
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(Links to an external site.)
Links to an external site.
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Write a report in Word and submit it on Canvas. Consider the appropriate layout and pay close attention to grammar, spelling and punctuation. Follow these seven steps:
STEP 1: Industry
Consider what industry (or specialization) you are most interested in and prepare a report to provide a glimpse into how public relations works in that industry. Ideally, this will be the “industry” or “specialty” you want to work in, but if you aren’t sure what you are most interested in pick one that seems “fun.” Consider the following (but you are not limited to these):
Agricultural/Mining
Energy
Media/Entertainment
Technology
Automotive
Environmental
Nonprofit/Association
Telecommunications
Banking
Fashion
Pharmaceutical
Transportation
Brokerage/Investment
Food/Beverage
Professional Services
Travel/Tourism/Hospitality
Construction
Government/Military
Real Estate
Utilities
Consumer Products
Health/Medical
Retail
Educational Institutions
Insurance
Sports
Start your report with a brief overview of the industry you select. Describe what it is and why you selected it. Then, identify at least five organizations in that industry (provide a brief description of each). If you need help identifying organizations, Fortune 500
(Links to an external site.)
Links to an external site.
has a good list that you can search by industry.
STEP 2: Company Overview
Once you pick your industry, pick an organization to focus on for the bulk of your report. For continuity, the company should be one of the five you listed for step 1. Begin with an overview of the company. What do they do, who is part of the C-suite, where are the headquarters, where do they conduct business, etc.? Who are their customers? Do they provide a mission statement – what is it? How about a code of ethics? Review their “About us” section of their website and also check their “Investor” section for other important information.
STEP 3: Current News
Set a Google Alert for your company to keep an eye on any new news about your company over the rest of the semester. In this section of the report you should review what topics have been covered in the recent media and what the general reputation of the organization (as told through the media) seems to be.
STEP 4: Website Review
Review what they have on their website. Of most importance is a section likely called “Press,” “Media,” or “News.” Do they provide their press releases? If so, what are some of the recent topics? Do they have any press kits, if so on what? Do they have any video or audio available?
How about sustainability efforts, if so what? Who are the media contacts?
STEP 5: Purpose and CSR
Do they lead with purpose, if so what is that purpose? Do they do CSR, if so what? What materials are available for their corporate purpose or CSR efforts?
STEP 6: Social Media
Review your organization’s social media presence. This is first done by identifying what accounts they have then complete a thorough review of .
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Topical websites presentation final
- 1. December 2010 Topical Websites 1.8
- 2. Topical sites – What are they? Journalists file nuggets, tidbits and other accurate information to a topical website. A good rule of thumb: If you wouldn’t put it on TV or in the newspaper, don’t publish it here. Community members engage with them by adding their own accurate tidbits and information.
- 3. Topical sites – What are they?
- 4. The basics
- 5. Phase I (External) Public/organizations/etc. file news to appropriate sites. Engage there. Topical sites
- 6. Phase II (External) Public/organizations/etc. file news to appropriate sites. Engage there. Public offers expertise Topical sites
- 7. Phase II hurdles Non-participation Internal pushback (voiced publicly) External pushback Buy in Participation in public network Positive reinforcement (internal) Positive reinforcement (external) Potentially contributing public
- 8. Topical sites – News Now
- 9. Topical sites - Business
- 10. Topical sites - Schools
- 11. Topical sites - Outdoors
- 12. Topical sites – High School Sports
- 13. Topical sites – Sports and Rec
- 14. Topical sites – Government
- 15. Topical sites – Life
- 16. Topical sites – Higher Ed
- 17. Topical sites - Health
- 18. Topical sites – Weather
- 19. SourceMGNews.com
- 20. Topical sites – Successes (Fall 2010) In some instances allow journalists to file in one place. Taking steps toward reporting as we are going. (Reporting in the first instance class talks more about this.) Community engages: More than 1,300 community-contributed posts by November.
- 21. Topical sites – Could be better (December 2010) Get more community members. (Social media class from earlier this year) Engage with them. Coach them. Interact with them. Respond to comments. Market your site (Marketing your blog class) Find relevant opportunities (Schools in The Gazette, Life on TV9, Chamber luncheon for Business, for example) Public generally is not confused!
- 22. Where to file? Take your best shot at where it fits. There are some gray areas. Sometimes if it’s a gray area you may decide to file to your primary site over somebody else’s primary site. If it fits on Health and Life, file it on Health. Narrower site to larger (catch-all site)
- 23. Exercise – where to file? Car accident EGG PLANT INSPECTION… …by attorneys representing the plaintiffs in class action salmonella lawsuit Nobody getting flu shots Prank at Olin High School closes school early UI President Sally Mason and others will share the findings of a comprehensive study Somebody won the lottery Story on Geo caching
- 24. Topical sites – When you file Make it “look” nice: Words Pictures (Pull from archive if nothing new) Maps (Umapper class) Videos Audio Charts Other multimedia
- 25. Topical sites – The future They will continue to evolve. Ways of filing will change. Community contributions will increase. We need to adjust to changing times. New layout We may have to split some of the catch-alls (Life, particular up into more topics.) Let’s have fun!
- 26. Topical site Questions? Comments?