5. World’s first press release
• Atlantic City train crash – 53
killed
• On October 26, 1906 Ivy Lee
issued press release on behalf
of Pennsylvania Railroad
company
• The New York Times printed it
word for word on October
30, 1906
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6. Almost 100 years later – February 27,
2006
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7. May 23, 2006 – open source template
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8. SMNRs not a panacea for c**p press releases
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9. Good news releases
NEWS
FACTS
TRUTH
ZERO SPIN AND
MARKETING BULLS**T
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10. EC = MC
Every Company is a
Media Company
Source: Tom Foremski
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11. Benefits of a social media newsroom
PUBLISH CURATE SHARE
USE FILTER SEARCH
MULTIMEDIA FAST FACTS
TIME SEO SEARCH
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12. Elements of a social media newsroom
RSS Image Gallery Video Gallery
Syndicate/link
Search Tag Cloud
other content
Coverage Corporate
Spokespeople
Archive Calendar
Content
Backgrounders
Sharing
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13. Elements of a social media news release
HEADLINE INTRO BODY ANCHOR TEXT
QUOTES EXTRA FACTS MULTIMEDIA INFOGRAPHICS
SOCIAL SOCIAL
EMAIL SHARING LINKS
SHARING BOOKMARKING
CREATIVE
CONTACTS
COMMONS
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14. Building a social media newsroom
• Build your own using open source CMS:
• Use a commercial white label system e.g.:
• Build your own using commercial/proprietary CMS
#CIPRsm @stuartbruce www.stuartbruce.eu
15. Build it and they will come…
… in your
dreams!
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16. Using a social media newsroom
STAKEHOLDERS WHAT IS NEWS
LINKS SHARE
FREQUENT SEARCH
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20. Google+ and Author Rank
Uses Google+ to assign a value to the credibility of an
individual author on a topic. Individuals not organisations.
#CIPRsm @stuartbruce www.stuartbruce.eu
21. Twitter cards
• Attach media experiences to Tweets that link to your
content
• Just add simple code to your website
• Users who Tweet links to your content will have a "card"
added to the Tweet
• Drive traffic to your site and Twitter account through
content attribution
#CIPRsm @stuartbruce www.stuartbruce.eu
22. Google news keywords metatag
meta name=“news_keywords”
content=“CIPR, Share This, public
relations, PR, social media”
• Gives publishers some freedom to be more creative in
their headlines
• Only works for news publishers that are sources in
Google News
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