SlideShare una empresa de Scribd logo
1 de 81
Descargar para leer sin conexión
Rethinking the Humble Press Release
   Lori Packer :: @LoriPA :: Penn State Web 2011
Let me tell you a story...
    about ladybugs.

"Look Up! The
Billion-Bug
Highway You
Can't See"
NPR, Robert Krulwich
It's the people who already care
 about you who care about you.
It's the people who already care
    about you who care about you.




Turn those audiences into communicators
It's the people who already care
    about you who care about you.




Turn those audiences into communicators

Information + enthusiasm = BUZZ
Faculty
Students
Staff
Trustees
General
                                           Public
                               Academic
                               Community
                 Prospective
                 Students

           Parents


  Alumni

Faculty
Students
Staff
Trustees
Press releases: In the beginning




Letterhead, printers,
envelopes, labels,
stamps, fax machines
Press releases traditionally
    seen as a source.
Press releases traditionally
    seen as a source.
Serve as “fodder” for
journalists
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)
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
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
But there's a problem.
The traditional news hole is shrinking.
But there's a problem.
The traditional news hole is shrinking.
   CNN closes its science unit.
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.
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.
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.
Press releases can now also
  be seen as destinations.
                 you are here
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.
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.
Rethinking the Humble Press Release
Press releases
Content

Press releases
Stories

   Content

Press releases
Words and images

     Stories

    Content

 Press releases
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
Story featured audio of the speech
 samples used in the study (words)...



and photos
of the
experiment
underway
(images).
Art = options.
Rethinking the Humble Press Release
Rethinking the Humble Press Release
Rethinking the Humble Press Release
Rethinking the Humble Press Release
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
First big story written *after* I'd added the
Facebook and Twitter buttons to releases.
First big story written *after* I'd added the
Facebook and Twitter buttons to releases.
Changes in traffic patterns
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
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
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
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
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
What was cool about
    this story?
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.
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.
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?
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?
If you pitch, why not publish?
If you pitch, why not publish?
The story was picked up.
(yay! By Krulwich, no less)
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
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
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
Backwards light: An early attempt
      at a complete package



Infographic…




   Animations…
                       High-res photos…
Backwards light: The results




 Hit in the New York Times = SUCCESS!

 Story appears online with link back to the
 release because of the animation
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.
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
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%).
Learning from Futurity

Online
magazine
publishing
research news
from more
than 60
universities in
U.S., U.K., and
Canada.
Learning from Futurity:
 Words and images
Learning from Futurity:
 Words and images
Learning from Futurity:
 Words and images
Six things you can do now to
rethink your press releases.
Six things you can do now to
rethink your press releases.

      Add tweet and Facebook like buttons.
     I wish I did it months ago.
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?
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
Six things you can do now to
rethink your press releases.
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.
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...
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.
Four things I want to do next.
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?
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."
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.
Four things I want to do next.
Four things I want to do next.


           Think strategically.
           How can we use our press
           releases to help tell the larger
           story of our institution?
Some inspiration: William & Mary
Some inspiration: Vanderbilt
Some inspiration: Denison University
Some inspiration:
Eberly College of Science
Some inspiration:
Eberly College of Science
Questions?
  Presentation available on SlideShare
"Rethinking the Humble Press Release."
             Tag: psuweb11



       Contact me: Lori Packer
      lori.packer@rochester.edu
            Twitter: @LoriPA

Más contenido relacionado

La actualidad más candente

COMM3390 SN200795796 Project Report
COMM3390 SN200795796 Project ReportCOMM3390 SN200795796 Project Report
COMM3390 SN200795796 Project ReportLily Connaghan
 
Qjbc2016 social media
Qjbc2016 social mediaQjbc2016 social media
Qjbc2016 social mediaLisa Hopp
 
Journalism, Disinformation and Facebook: How to Survive an Earthquake
Journalism, Disinformation and Facebook: How to Survive an EarthquakeJournalism, Disinformation and Facebook: How to Survive an Earthquake
Journalism, Disinformation and Facebook: How to Survive an EarthquakeSelf-employed
 
Fake news presentation
Fake news presentationFake news presentation
Fake news presentationYumonomics
 
2013 Oxford Digital Humanities Summer School Workshop
2013 Oxford Digital Humanities Summer School Workshop2013 Oxford Digital Humanities Summer School Workshop
2013 Oxford Digital Humanities Summer School WorkshopEric Meyer
 

La actualidad más candente (6)

COMM3390 SN200795796 Project Report
COMM3390 SN200795796 Project ReportCOMM3390 SN200795796 Project Report
COMM3390 SN200795796 Project Report
 
Qjbc2016 social media
Qjbc2016 social mediaQjbc2016 social media
Qjbc2016 social media
 
Journalism, Disinformation and Facebook: How to Survive an Earthquake
Journalism, Disinformation and Facebook: How to Survive an EarthquakeJournalism, Disinformation and Facebook: How to Survive an Earthquake
Journalism, Disinformation and Facebook: How to Survive an Earthquake
 
Duty identity-credibility
Duty identity-credibilityDuty identity-credibility
Duty identity-credibility
 
Fake news presentation
Fake news presentationFake news presentation
Fake news presentation
 
2013 Oxford Digital Humanities Summer School Workshop
2013 Oxford Digital Humanities Summer School Workshop2013 Oxford Digital Humanities Summer School Workshop
2013 Oxford Digital Humanities Summer School Workshop
 

Similar a Rethinking the Humble Press Release

Social Media Tips for Journalists
Social Media Tips for JournalistsSocial Media Tips for Journalists
Social Media Tips for JournalistsDavid Sheets
 
Social Media And Criminal Justice Case Study
Social Media And Criminal Justice Case StudySocial Media And Criminal Justice Case Study
Social Media And Criminal Justice Case StudyDawn Robertson
 
Analysis Of Social Media
Analysis Of Social MediaAnalysis Of Social Media
Analysis Of Social MediaMonica Bogdan
 
Demystifying Communication in a Digital World: Social Media 101
Demystifying Communication in a Digital World: Social Media 101Demystifying Communication in a Digital World: Social Media 101
Demystifying Communication in a Digital World: Social Media 101Shonali Burke
 
How To Write A Language Analysis Essay Conclusion
How To Write A Language Analysis Essay ConclusionHow To Write A Language Analysis Essay Conclusion
How To Write A Language Analysis Essay ConclusionBrenda Gutierrez
 
The Digital Museum
The Digital MuseumThe Digital Museum
The Digital MuseumMitch Maxson
 
Foundations in Networked Journalism
Foundations in Networked Journalism Foundations in Networked Journalism
Foundations in Networked Journalism Edelman
 
Everyone is "The Media," Especially Us!
Everyone is "The Media," Especially Us!Everyone is "The Media," Especially Us!
Everyone is "The Media," Especially Us!Karl Leif Bates
 
How Can We Do Tweitter Better?
How Can We Do Tweitter Better? How Can We Do Tweitter Better?
How Can We Do Tweitter Better? Daniel Slee
 
Focusing on European citizens and the impact of Open Access monographs for them
Focusing on European citizens and the impact of Open Access monographs for themFocusing on European citizens and the impact of Open Access monographs for them
Focusing on European citizens and the impact of Open Access monographs for themSimon Tanner
 
Gouty Arthritis Essay
Gouty Arthritis EssayGouty Arthritis Essay
Gouty Arthritis EssayKaty Langley
 
Argumentative Essay.Docx High. Online assignment writing service.
Argumentative Essay.Docx High. Online assignment writing service.Argumentative Essay.Docx High. Online assignment writing service.
Argumentative Essay.Docx High. Online assignment writing service.Elizabeth Jenkins
 

Similar a Rethinking the Humble Press Release (20)

Social Media Tips for Journalists
Social Media Tips for JournalistsSocial Media Tips for Journalists
Social Media Tips for Journalists
 
Social Media Today
Social Media TodaySocial Media Today
Social Media Today
 
Social Media And Criminal Justice Case Study
Social Media And Criminal Justice Case StudySocial Media And Criminal Justice Case Study
Social Media And Criminal Justice Case Study
 
Analysis Of Social Media
Analysis Of Social MediaAnalysis Of Social Media
Analysis Of Social Media
 
Demystifying Communication in a Digital World: Social Media 101
Demystifying Communication in a Digital World: Social Media 101Demystifying Communication in a Digital World: Social Media 101
Demystifying Communication in a Digital World: Social Media 101
 
Example Of A Newspaper Article Analysis
Example Of A Newspaper Article AnalysisExample Of A Newspaper Article Analysis
Example Of A Newspaper Article Analysis
 
Cause And Effect Of News Media
Cause And Effect Of News MediaCause And Effect Of News Media
Cause And Effect Of News Media
 
Essay On Jingles
Essay On JinglesEssay On Jingles
Essay On Jingles
 
How To Write A Language Analysis Essay Conclusion
How To Write A Language Analysis Essay ConclusionHow To Write A Language Analysis Essay Conclusion
How To Write A Language Analysis Essay Conclusion
 
The Digital Museum
The Digital MuseumThe Digital Museum
The Digital Museum
 
Foundations in Networked Journalism
Foundations in Networked Journalism Foundations in Networked Journalism
Foundations in Networked Journalism
 
Everyone is "The Media," Especially Us!
Everyone is "The Media," Especially Us!Everyone is "The Media," Especially Us!
Everyone is "The Media," Especially Us!
 
How Can We Do Tweitter Better?
How Can We Do Tweitter Better? How Can We Do Tweitter Better?
How Can We Do Tweitter Better?
 
Lecture 6
Lecture 6Lecture 6
Lecture 6
 
Randy Ifra
Randy IfraRandy Ifra
Randy Ifra
 
Focusing on European citizens and the impact of Open Access monographs for them
Focusing on European citizens and the impact of Open Access monographs for themFocusing on European citizens and the impact of Open Access monographs for them
Focusing on European citizens and the impact of Open Access monographs for them
 
Social Media Informative Speech
Social Media Informative SpeechSocial Media Informative Speech
Social Media Informative Speech
 
Weekonepowerpoint
WeekonepowerpointWeekonepowerpoint
Weekonepowerpoint
 
Gouty Arthritis Essay
Gouty Arthritis EssayGouty Arthritis Essay
Gouty Arthritis Essay
 
Argumentative Essay.Docx High. Online assignment writing service.
Argumentative Essay.Docx High. Online assignment writing service.Argumentative Essay.Docx High. Online assignment writing service.
Argumentative Essay.Docx High. Online assignment writing service.
 

Más de Lori Packer

No Content Tactics? Try Contact Strategy
No Content Tactics? Try Contact StrategyNo Content Tactics? Try Contact Strategy
No Content Tactics? Try Contact StrategyLori Packer
 
The Press Release in 2015
The Press Release in 2015The Press Release in 2015
The Press Release in 2015Lori Packer
 
Getting Social About News
Getting Social About NewsGetting Social About News
Getting Social About NewsLori Packer
 
Adventures in Livestreaming
Adventures in LivestreamingAdventures in Livestreaming
Adventures in LivestreamingLori Packer
 
Canary in a Coalmine: The Future of Higher Ed?
Canary in a Coalmine: The Future of Higher Ed?Canary in a Coalmine: The Future of Higher Ed?
Canary in a Coalmine: The Future of Higher Ed?Lori Packer
 
The Future of Higher Ed? A Canary in the Coal Mine of Online Learning
The Future of Higher Ed? A Canary in the Coal Mine of Online LearningThe Future of Higher Ed? A Canary in the Coal Mine of Online Learning
The Future of Higher Ed? A Canary in the Coal Mine of Online LearningLori Packer
 
These Kids Today: Usability Testing with Current and Prospective Students
These Kids Today: Usability Testing with Current and Prospective StudentsThese Kids Today: Usability Testing with Current and Prospective Students
These Kids Today: Usability Testing with Current and Prospective StudentsLori Packer
 
Red Stapler: Talking to Your Boss About Twitter
Red Stapler: Talking to Your Boss About TwitterRed Stapler: Talking to Your Boss About Twitter
Red Stapler: Talking to Your Boss About TwitterLori Packer
 

Más de Lori Packer (8)

No Content Tactics? Try Contact Strategy
No Content Tactics? Try Contact StrategyNo Content Tactics? Try Contact Strategy
No Content Tactics? Try Contact Strategy
 
The Press Release in 2015
The Press Release in 2015The Press Release in 2015
The Press Release in 2015
 
Getting Social About News
Getting Social About NewsGetting Social About News
Getting Social About News
 
Adventures in Livestreaming
Adventures in LivestreamingAdventures in Livestreaming
Adventures in Livestreaming
 
Canary in a Coalmine: The Future of Higher Ed?
Canary in a Coalmine: The Future of Higher Ed?Canary in a Coalmine: The Future of Higher Ed?
Canary in a Coalmine: The Future of Higher Ed?
 
The Future of Higher Ed? A Canary in the Coal Mine of Online Learning
The Future of Higher Ed? A Canary in the Coal Mine of Online LearningThe Future of Higher Ed? A Canary in the Coal Mine of Online Learning
The Future of Higher Ed? A Canary in the Coal Mine of Online Learning
 
These Kids Today: Usability Testing with Current and Prospective Students
These Kids Today: Usability Testing with Current and Prospective StudentsThese Kids Today: Usability Testing with Current and Prospective Students
These Kids Today: Usability Testing with Current and Prospective Students
 
Red Stapler: Talking to Your Boss About Twitter
Red Stapler: Talking to Your Boss About TwitterRed Stapler: Talking to Your Boss About Twitter
Red Stapler: Talking to Your Boss About Twitter
 

Último

Philosophy of Education and Educational Philosophy
Philosophy of Education  and Educational PhilosophyPhilosophy of Education  and Educational Philosophy
Philosophy of Education and Educational PhilosophyShuvankar Madhu
 
How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17Celine George
 
Quality Assurance_GOOD LABORATORY PRACTICE
Quality Assurance_GOOD LABORATORY PRACTICEQuality Assurance_GOOD LABORATORY PRACTICE
Quality Assurance_GOOD LABORATORY PRACTICESayali Powar
 
UKCGE Parental Leave Discussion March 2024
UKCGE Parental Leave Discussion March 2024UKCGE Parental Leave Discussion March 2024
UKCGE Parental Leave Discussion March 2024UKCGE
 
General views of Histopathology and step
General views of Histopathology and stepGeneral views of Histopathology and step
General views of Histopathology and stepobaje godwin sunday
 
Patient Counselling. Definition of patient counseling; steps involved in pati...
Patient Counselling. Definition of patient counseling; steps involved in pati...Patient Counselling. Definition of patient counseling; steps involved in pati...
Patient Counselling. Definition of patient counseling; steps involved in pati...raviapr7
 
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...Nguyen Thanh Tu Collection
 
In - Vivo and In - Vitro Correlation.pptx
In - Vivo and In - Vitro Correlation.pptxIn - Vivo and In - Vitro Correlation.pptx
In - Vivo and In - Vitro Correlation.pptxAditiChauhan701637
 
5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...CaraSkikne1
 
Human-AI Co-Creation of Worked Examples for Programming Classes
Human-AI Co-Creation of Worked Examples for Programming ClassesHuman-AI Co-Creation of Worked Examples for Programming Classes
Human-AI Co-Creation of Worked Examples for Programming ClassesMohammad Hassany
 
Patterns of Written Texts Across Disciplines.pptx
Patterns of Written Texts Across Disciplines.pptxPatterns of Written Texts Across Disciplines.pptx
Patterns of Written Texts Across Disciplines.pptxMYDA ANGELICA SUAN
 
How to Solve Singleton Error in the Odoo 17
How to Solve Singleton Error in the  Odoo 17How to Solve Singleton Error in the  Odoo 17
How to Solve Singleton Error in the Odoo 17Celine George
 
Presentation on the Basics of Writing. Writing a Paragraph
Presentation on the Basics of Writing. Writing a ParagraphPresentation on the Basics of Writing. Writing a Paragraph
Presentation on the Basics of Writing. Writing a ParagraphNetziValdelomar1
 
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRADUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRATanmoy Mishra
 
The Stolen Bacillus by Herbert George Wells
The Stolen Bacillus by Herbert George WellsThe Stolen Bacillus by Herbert George Wells
The Stolen Bacillus by Herbert George WellsEugene Lysak
 
HED Office Sohayok Exam Question Solution 2023.pdf
HED Office Sohayok Exam Question Solution 2023.pdfHED Office Sohayok Exam Question Solution 2023.pdf
HED Office Sohayok Exam Question Solution 2023.pdfMohonDas
 
How to Use api.constrains ( ) in Odoo 17
How to Use api.constrains ( ) in Odoo 17How to Use api.constrains ( ) in Odoo 17
How to Use api.constrains ( ) in Odoo 17Celine George
 
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdf
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdfMaximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdf
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdfTechSoup
 
Clinical Pharmacy Introduction to Clinical Pharmacy, Concept of clinical pptx
Clinical Pharmacy  Introduction to Clinical Pharmacy, Concept of clinical pptxClinical Pharmacy  Introduction to Clinical Pharmacy, Concept of clinical pptx
Clinical Pharmacy Introduction to Clinical Pharmacy, Concept of clinical pptxraviapr7
 

Último (20)

Philosophy of Education and Educational Philosophy
Philosophy of Education  and Educational PhilosophyPhilosophy of Education  and Educational Philosophy
Philosophy of Education and Educational Philosophy
 
How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17
 
Quality Assurance_GOOD LABORATORY PRACTICE
Quality Assurance_GOOD LABORATORY PRACTICEQuality Assurance_GOOD LABORATORY PRACTICE
Quality Assurance_GOOD LABORATORY PRACTICE
 
UKCGE Parental Leave Discussion March 2024
UKCGE Parental Leave Discussion March 2024UKCGE Parental Leave Discussion March 2024
UKCGE Parental Leave Discussion March 2024
 
General views of Histopathology and step
General views of Histopathology and stepGeneral views of Histopathology and step
General views of Histopathology and step
 
Patient Counselling. Definition of patient counseling; steps involved in pati...
Patient Counselling. Definition of patient counseling; steps involved in pati...Patient Counselling. Definition of patient counseling; steps involved in pati...
Patient Counselling. Definition of patient counseling; steps involved in pati...
 
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...
 
Finals of Kant get Marx 2.0 : a general politics quiz
Finals of Kant get Marx 2.0 : a general politics quizFinals of Kant get Marx 2.0 : a general politics quiz
Finals of Kant get Marx 2.0 : a general politics quiz
 
In - Vivo and In - Vitro Correlation.pptx
In - Vivo and In - Vitro Correlation.pptxIn - Vivo and In - Vitro Correlation.pptx
In - Vivo and In - Vitro Correlation.pptx
 
5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...
 
Human-AI Co-Creation of Worked Examples for Programming Classes
Human-AI Co-Creation of Worked Examples for Programming ClassesHuman-AI Co-Creation of Worked Examples for Programming Classes
Human-AI Co-Creation of Worked Examples for Programming Classes
 
Patterns of Written Texts Across Disciplines.pptx
Patterns of Written Texts Across Disciplines.pptxPatterns of Written Texts Across Disciplines.pptx
Patterns of Written Texts Across Disciplines.pptx
 
How to Solve Singleton Error in the Odoo 17
How to Solve Singleton Error in the  Odoo 17How to Solve Singleton Error in the  Odoo 17
How to Solve Singleton Error in the Odoo 17
 
Presentation on the Basics of Writing. Writing a Paragraph
Presentation on the Basics of Writing. Writing a ParagraphPresentation on the Basics of Writing. Writing a Paragraph
Presentation on the Basics of Writing. Writing a Paragraph
 
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRADUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
 
The Stolen Bacillus by Herbert George Wells
The Stolen Bacillus by Herbert George WellsThe Stolen Bacillus by Herbert George Wells
The Stolen Bacillus by Herbert George Wells
 
HED Office Sohayok Exam Question Solution 2023.pdf
HED Office Sohayok Exam Question Solution 2023.pdfHED Office Sohayok Exam Question Solution 2023.pdf
HED Office Sohayok Exam Question Solution 2023.pdf
 
How to Use api.constrains ( ) in Odoo 17
How to Use api.constrains ( ) in Odoo 17How to Use api.constrains ( ) in Odoo 17
How to Use api.constrains ( ) in Odoo 17
 
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdf
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdfMaximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdf
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdf
 
Clinical Pharmacy Introduction to Clinical Pharmacy, Concept of clinical pptx
Clinical Pharmacy  Introduction to Clinical Pharmacy, Concept of clinical pptxClinical Pharmacy  Introduction to Clinical Pharmacy, Concept of clinical pptx
Clinical Pharmacy Introduction to Clinical Pharmacy, Concept of clinical pptx
 

Rethinking the Humble Press Release

  • 1. Rethinking the Humble Press Release Lori Packer :: @LoriPA :: Penn State Web 2011
  • 2. Let me tell you a story... about ladybugs. "Look Up! The Billion-Bug Highway You Can't See" NPR, Robert Krulwich
  • 3. It's the people who already care about you who care about you.
  • 4. It's the people who already care about you who care about you. Turn those audiences into communicators
  • 5. It's the people who already care about you who care about you. Turn those audiences into communicators Information + enthusiasm = BUZZ
  • 7. General Public Academic Community Prospective Students Parents Alumni Faculty Students Staff Trustees
  • 8. Press releases: In the beginning Letterhead, printers, envelopes, labels, stamps, fax machines
  • 9. Press releases traditionally seen as a source.
  • 10. Press releases traditionally seen as a source. Serve as “fodder” for journalists
  • 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.
  • 19. Press releases can now also be seen as destinations. you are here
  • 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.
  • 25. Stories Content Press releases
  • 26. Words and images Stories Content Press releases
  • 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.
  • 37. Changes in traffic patterns
  • 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
  • 43. What was cool about this story?
  • 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?
  • 48. If you pitch, why not publish?
  • 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%).
  • 58. Learning from Futurity Online magazine publishing research news from more than 60 universities in U.S., U.K., and Canada.
  • 59. Learning from Futurity: Words and images
  • 60. Learning from Futurity: Words and images
  • 61. Learning from Futurity: Words and images
  • 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.
  • 70. Four things I want to do next.
  • 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.
  • 74. Four things I want to do next.
  • 75. Four things I want to do next. Think strategically. How can we use our press releases to help tell the larger story of our institution?
  • 81. Questions? Presentation available on SlideShare "Rethinking the Humble Press Release." Tag: psuweb11 Contact me: Lori Packer lori.packer@rochester.edu Twitter: @LoriPA

Notas del editor

  1. 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
  2. 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
  3. 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
  4. 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
  5. 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
  6. 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
  7. 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
  8. 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
  9. 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
  10. 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
  11. 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
  12. 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
  13. 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
  14. 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
  15. 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
  16. 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’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
  17. 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’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
  18. 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’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
  19. 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’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
  20. 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
  21. 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
  22. 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
  23. 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
  24. 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
  25. 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
  26. 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’t even say “press release” 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’s starting to get laughs, which is probably not a good thing. WORDS and IMAGES, I’ll shout. Someone has to write something, someone has to shoot something, someone has to edit something. \n
  27. 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’t even say “press release” 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’s starting to get laughs, which is probably not a good thing. WORDS and IMAGES, I’ll shout. Someone has to write something, someone has to shoot something, someone has to edit something. \n
  28. 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’t even say “press release” 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’s starting to get laughs, which is probably not a good thing. WORDS and IMAGES, I’ll shout. Someone has to write something, someone has to shoot something, someone has to edit something. \n
  29. 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’t even say “press release” 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’s starting to get laughs, which is probably not a good thing. WORDS and IMAGES, I’ll shout. Someone has to write something, someone has to shoot something, someone has to edit something. \n
  30. Let’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
  31. It’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
  32. In the month it was published, this release saw more than 4,000 hits. Half from StumbleUpon, 20% directly. \n
  33. In the month it was published, this release saw more than 4,000 hits. Half from StumbleUpon, 20% directly. \n
  34. In the month it was published, this release saw more than 4,000 hits. Half from StumbleUpon, 20% directly. \n
  35. In the month it was published, this release saw more than 4,000 hits. Half from StumbleUpon, 20% directly. \n
  36. So if we look at an example of how this story did --and if you use Google Analytics on your site you’ll recognize this screen -- you’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
  37. \n
  38. \n
  39. \n
  40. \n
  41. \n
  42. \n
  43. \n
  44. \n
  45. \n
  46. \n
  47. \n
  48. \n
  49. \n
  50. \n
  51. \n
  52. \n
  53. \n
  54. \n
  55. \n
  56. \n
  57. \n
  58. So the traditional media relations function of the press releases doesn’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
  59. 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
  60. \n
  61. 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
  62. \n
  63. \n
  64. \n
  65. \n
  66. \n
  67. \n
  68. \n
  69. \n
  70. \n
  71. \n
  72. \n
  73. \n
  74. If someone tweets or retweets one of your stories, follow them back. There’s a good chance they may be one of those kitties who care about you.\n
  75. If someone tweets or retweets one of your stories, follow them back. There’s a good chance they may be one of those kitties who care about you.\n
  76. If someone tweets or retweets one of your stories, follow them back. There’s a good chance they may be one of those kitties who care about you.\n
  77. If someone tweets or retweets one of your stories, follow them back. There’s a good chance they may be one of those kitties who care about you.\n
  78. If someone tweets or retweets one of your stories, follow them back. There’s a good chance they may be one of those kitties who care about you.\n
  79. If someone tweets or retweets one of your stories, follow them back. There’s a good chance they may be one of those kitties who care about you.\n
  80. If someone tweets or retweets one of your stories, follow them back. There’s a good chance they may be one of those kitties who care about you.\n
  81. If someone tweets or retweets one of your stories, follow them back. There’s a good chance they may be one of those kitties who care about you.\n
  82. If someone tweets or retweets one of your stories, follow them back. There’s a good chance they may be one of those kitties who care about you.\n
  83. Scott Rosenberg, Founder of Salon.\n
  84. Scott Rosenberg, Founder of Salon.\n
  85. Scott Rosenberg, Founder of Salon.\n
  86. Scott Rosenberg, Founder of Salon.\n
  87. Scott Rosenberg, Founder of Salon.\n
  88. Scott Rosenberg, Founder of Salon.\n
  89. Scott Rosenberg, Founder of Salon.\n
  90. Scott Rosenberg, Founder of Salon.\n
  91. Scott Rosenberg, Founder of Salon.\n
  92. 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
  93. 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
  94. 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
  95. Always have art, always have related links. \n
  96. Really inspiring how they share and make use of good stories across multiple Web publications using Wordpress platform\n
  97. Great headlines, always art, covers a wide array of stories, commenting\n
  98. Always art. \n
  99. Always art. \n
  100. Always art. \n
  101. \n