The lessons a train and a panda offer for corporate and brand communications

1. From a Train Wreck to a Panda
and
What it means for Corporate News

2. 1906:
1st release
1950s/60s:
PRNewswire &
BusinessWire
1990s:
Satellite wire
distribution
2000s:
Internet kills satellite
SEC adopts Reg FD
Web posting OK’d by SEC
Social media takes off
2010s:
Panda algorithm
SEC OKs social
Wire M&A churn

3. Er
Earned media to amplify a story
Why the News Release Exists
Speak directly to an audience

4. Er
Who are “reporters” today?
Blogger
Influencer
Contributor
Robot
Freelancer
Traditional
journalist

5. Social Media Took Control of the News Industry
Leading publisher of news (real & fake)
Earned media more competitive
(Fewer reporters and publications)
Reader analytics a powerful currency

6. Tectonic Shift in News Business & Economics
Al G. Orithm appointed editor-in-chief; Created Catch 22
Option a.
Content out on social
Option b.
Content on own site
The Why Audience capture
Branding, analytics,
advertising & economics
The Why Not
Branding, analytics,
advertising & economics
Lose audience

7. Implications for Corp. & Brand Communications
The Good:
Organizations’ fate independent of monetizing content
The Task:
Become a digital publisher & treat news releases as such
The Why:
Greater audience engagement
Control message
Drive web traffic
Online data & analytics is power

8. 0%
10%
20%
30%
40%
50%
60%
70%
80%
74.2%
52.9%
49.0%
39.4% 38.7%
22.6%
16.1%
12.3%
How reporters discover news release headlines reflects value of multiple distribution channels

9. 85% of consumers believe video
brings news to life*
* Deloitte/GFK/Associated Press, 2013
80%
20%
85%
15%
80% of reporters want images or
videos in a release for their story**
** Reportable, Inc. Reporter Suvery, Sep 2017
Multimedia No Longer an Option

10. “The Wire” oligopoly is resisting change…
…and now this is what they sell
“Online
visibility”
“We get you to
thousands
of outlets”
“No one ever got
fired for using us”

11. 1
A Single Platform to Create Distribute & Host Your News
1) Create Reportable Release
Assemble interactive microsite
with content and visuals
2) Summary & Link Distirbution
Distribute teaser to social,
targeted media, & subscribers
3) Drive Readers to Your Site
Link directs readers to back
to an interactive microsite

12. Summary & Link: Only1% of Public Co’s.
But Who They are is Telling

13. Reportable’s news
release microsites pair
form and function in
manner not possible with
a traditional static news
release

14. Platform to Create, Publish & Host Your News
Assemble Release
Content ,headline, & visuals
Workflow Assistant
Edits, comments & approvals
Manage Social
Create and send post/image
Publish
Send to social, wire & email
Host Multimedia Release
Visuals tell your story
Data & Analytics
Traffic, monitoring, social, & sentiment

15. Reportable Generates More:
Earned Media
Gives journalists all they need
Visuals tell the story
Actionable Data
Brings readers to website
Know who’s reading news
Web Traffic
Intelligent wire gets your
headline to the right outlets

16. www.reportablenews.com
Tom Baker
Co-founder
Direct: 617-804-0624
tom@reportablenews.com
October 26, 2017