This presentation looks at ways PR and marketing professionals can get ahead with the media community leveraging state-of-the-art technology.

1. Mastering the Art of Storytelling
Stephen Loudermilk
Managing Partner
PR Plus International
Twitter: @LoudyOutLoud
Oct. 25, 2016

2.  The digital newsroom today and tomorrow
 Use cases: UPS and Vanderbilt University
 The art of storytelling and creating engaging content
 More about PRSA’s Tech Section

3. Photography
Editing
Writing
Web Design
Storytelling
Build it like a
journalist’s
newsroom

4. …From the days of typewriting, making
phone calls and filing stories in print
…To real-time multimedia newsrooms where
news agencies need to file stories 24x7
Source: CisionSource: Cyberalert.com

5. 1. 98% of the journalists say they are online at least once a day to check
email.
2. 15 hours a week are spent by journalists reading and sending email.
3. 76% of reporters go online to find new sources and experts.
4. 53% of journalists use email to receive story pitches. This is more than
double the percent (25%) who used email to receive story pitches in 1995.
5. 81% of reporters go online daily to do searching.
6. 92% of journalists go online as part of their story research. A growing
portion of journalists use corporate Web sites to obtain information.
7. 46% of magazine editors favor receiving digital images.
8. 61% of newspaper editors prefer to receive digital photos or other images.
9. About a third of all broadcasters welcome receiving audio files from Web
sites.
10. 26% prefer slides.
Source: Institute for Public Relations

6. Source: PRESSFeed Online Newsroom
& Media Relations Report

7.  Automation for distribution of critical resources
 Responsive design and user experience optimized for all platforms
 Multimedia (Multimedia galleries, videos, digital press kits)
 Social media integration (from social bookmarking to sharing tools)
 Build in reporting and analytics tools (page views, unique visits,
geographic location, devices used to access your site, IP tracking)
 Crisis management (real time updates, crisis feature)
 Password protection (embargoed or non-public data)
 Interactive financial displays (share price display)

8. Case study Clear homepage with
featured news
Media statement

9. Make the
content in
your
newsroom
easily
accessible
and
feature-
rich!

10. Create
• Keeping content fresh is key
Engage
• Seed content through social, e-mail and paid
distribution
Optimize
• Examining data and figuring out what content to create
next

11. Takeaway: Leverage these tools in your
newsroom to speak with journalists at their
level
Social
Media
Big
Data/SEO
Blogging

12.  Use data and numbers to
shed insights on key news
trends
 Helps define audiences,
successful hashtags and
adjust messaging on the fly
 Journalists are suckers for
qualitative data/stories rich
with numbers that
foreshadow trends in the
market

13.  More than 300 members
 Three newsletters a year
 Strong executive committee section
 3 webinars and brown bags per year
 Strong social media presence

14. For more information:
Stephen Loudermilk
Managing Partner
PR Plus International
678-333-4377
steveloudy1@gmail.com
Twitter: @LoudyOutLoud
LinkedIn: https://www.linkedin.com/in/sloudermilk