Today, more Americans obtain news from the Internet than print and radio outlets, and nearly 20% of consumers obtain news via social media. Furthermore, journalist layoffs have scaled newsrooms back by 30% - placing added constraints on reporting. As traditional news outlets race to digital platforms to harness online ad revenue and readership, brands must adapt to a new integrated communications approach. This session will teach you how to create a press release that dominates search engines, how to communicate with reporters in the digital age, and how to develop shareable digital media and PR content.
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PR Wishes and Digital Media Dreams - How to succeed by evolving your communications strategy - NOEW 2014
1. PR Wishes and Digital
Media Dreams:
How to succeed by evolving your communications strategy
Anna Ruth Williams, Founder + CEO @annaruth
Blair Broussard, Vice President @blairab
@ar_ _ pr #NOEW2014
3. Overview
โขโฏ Todayโs news media environment
โขโฏ Where readers & journalists are (hint: itโs not too
different)
โขโฏ Press releases that dominate search engines
โขโฏ Changing your PR approach
โขโฏ Nitty Gritty on social media strategy
โขโฏ Developing shareable content
โขโฏ Donโt DIY It Alone @ar_ _ pr #NOEW2014
5. News Media is Evolving
โขโฏ By 2013, total traffic to the top 25
news sites increased 7.2%
(source: comScore)
โขโฏ Journalist layoffs have scaled
newsrooms back by 30% -
placing added constraints on
reporting (source: Pew Research)
@ar_ _ pr #NOEW2014
6. Todayโs Media Consumers
โขโฏ 20% of consumers read
news via social media
(source: Pew Research)
โขโฏ Consumers under the
age of 45:
โโฏ 55% primarily consumer
news via Internet
โโฏ 28% via TV
โโฏ 5% via newspaper
(source: Reuters Institute for the Study of Journalism)
(source: Reynolds Journalism Institiute)
@ar_ _ pr #NOEW2014
7. Todayโs Media Consumers
โขโฏ 23% of consumers under 45
actively engage in aggregating
and curating news
โขโฏ 25% share news via email or
social media weekly
โขโฏ 1 in 5 comment on articles on
social media
โขโฏ 61% of the most active news
consumers and commenters
are men
(source: Reuters Institute for the Study of Journalism) @ar_ _ pr #NOEW2014
9. โขโฏ Distribute releases via a wire service
(e.g., PRWeb).
โขโฏ Include keywords in the heading and
subtitle that are relevant to your
business.
โขโฏ Keep your headline at ~100
characters.
โขโฏ Bring out the underlying value of
your announcement with your title.
โขโฏ Link to everything! Your website,
social media accounts and other
pages that boost the
โnewsworthinessโ of your
announcement.
@ar_ _ pr #NOEW2014
Search-friendly Press Releases
10. Search-friendly Press Releases
โขโฏ 80% of Internet browsers prefer videos over
images and text in press releases. (source: Real
Effect)
โขโฏ Including photos in your press release
increases engagement by about 18% and
video by 55%.
โขโฏ Images expand your audience up to 180%
and a custom mix of photos, videos and
multimedia content increases it up to 970%.
(source: HubSpot)
@ar_ _ pr #NOEW2014
11. Have a Kick Ass Video
and always share it with reporters
Media outlets are looking to
engage readers and keep them
on their sites for longer periods of
time to increase ad revenue.
As a result, theyโll often place
YOUR video on THEIR site
alongside editorial content.
@ar_ _ pr #NOEW2014
12. SWAG TIME!
Want a Water Bottle?
WHAT
PERCENTAGE OF
JOURNALISTS
HAVE TWITTER
ACCOUNTS?
13. The Connected Journalist
โขโฏ 59% of journalists use Twitter, compared to
47% in 2012 (source: Weber Shandwick)
โขโฏ 92% of journalists are on LinkedIn, making it
the most used social media platform by
journalists (source: PRNews)
โขโฏ 6% of journalistsโ first option for researching a
story is to consult a brandโs website (source: Weber
Shandwick)
โขโฏ On average, journalists visit 2.6 social media
channels for each article they research (source:
PRDaily)
@ar_ _ pr #NOEW2014
14. Start with a Media Database
โขโฏ Your media list should
include:
โโฏ Reporter email addresses
โโฏ Reporter Twitter handles
โโฏ Media outlet Twitter handles
โโฏ Reporter LinkedIn URLโs
โขโฏ Start your engagement with a personal touch
โโฏ Follow target reporters and media outlets on Twitter
โโฏ Connect with target journalists on LinkedIn and send a quick,
personal note
@ar_ _ pr #NOEW2014
15. Pitch Reporters on Social Media
As reporters flock to social
media for story sources, cut
through the inbox clutter -
reach out to them on Twitter
and LinkedIn!
(Hint: A lot of them prefer this method)
@ar_ _ pr #NOEW2014
16. Make PR Reach Further
โขโฏ Cross-post press releases and media placements on
your social media, blog & website
โขโฏ Tag outlets/reporters on social media
โขโฏ Share news stories in your email marketing
โขโฏ Ask employees to share news articles to LinkedIn
and Twitter networks
โขโฏ Hang media placements in your office @ar_ _ pr #NOEW2014
18. @ar_ _ pr #NOEW2014
Before You Loginโฆ Know Your Channel
โขโฏ Over 1 billion people
worldwide have a Facebook
profile, your brand probably
should tooโฆ
โขโฏ Twitter is a micro-blog
GREAT for sharing news!
โขโฏ B2B marketing, sales,
recruitment and lead
generation โ all from your very
own LinkedIn profile.
19. @ar_ _ pr #NOEW2014
Before you loginโฆ know your channel
โขโฏ B2C companies are sharing photos
and videos to boost brand
awareness and customer
engagement on Instagram more
than ever.
โขโฏ The visual network comprised of
mostly women, yet men are jumping
on the Pinterest bandwagon, slowly
but surely.
โขโฏ Google+ Not a very active social
network in terms of engagement, but
Google is king, and this channel can
boost your brandโs SEO.
20. @ar_ _ pr #NOEW2014
Social Strategy Building
So youโre ready to tweet and get your #hashtag on?
Firstโฆ
1.โฏ Set and define goals
2.โฏ Find out what others are
saying
3.โฏ Research competitors on
social
21. @ar_ _ pr #NOEW2014
Building Your Follower Base
Include social icons EVERYWHERE
โขโฏ Email Signatures
โขโฏ Marketing Materials
โขโฏ Email Blasts / newsletters
Your customers, professional
networks, partners and friends are
most likely on social media already,
so just ASK them to follow your
brand.
22. Use Social Media to Create Credibility
Reporters are always seeking valuable
interview sources and are increasingly
turning to social media to find and vet
brands and products.
โโฏ Regularly share thought leadership on your
social media channels
โโฏ Accurately depict your products/services on
LinkedIn and request recommendations
โโฏ Use search keywords throughout your social
media pages and in status updates
โโฏ Demonstrate your marketplace success,
happy customers, etc.
@ar_ _ pr #NOEW2014
24. Content is King
@ar_ _ pr #NOEW2014
Before you begin to draft your
posts, create content categories
to use as a guide for the type of
content on each channel
โโฏ Evolve your messaging as you go,
and keep it interesting.
โโฏ Remember to keep the channel in
mind when writing content.
25. Create an Efficient Content Calendar
@ar_ _ pr #NOEW2014
Content takes time, and consistency is
crucial for getting the most out of your
social media strategy.
โขโฏ Plan ahead โ weekly, bi-weekly,
monthly or what ever works best
for your internal resources
โขโฏ Keep holidays and key industry
dates in mind and include in
content!
โขโฏ Leave room for real-time
breaking news and โliveโ content
that is worth sharing.
26. Is This Working?
Having a well-rounded strategy is essential to keeping
the process efficient and engaging.
โโฏ What kinds of content are your followers responding to?
โโฏ Are you reaching milestones and meeting objectives?
@ar_ _ pr #NOEW2014
28. @ar_ _ pr #NOEW2014
Optimal Times To Post
โขโฏ Twitter: engagement rates are actually 17% higher
on Saturday and Sunday than on weekdays.
โขโฏ Facebook: 6 โ 8 a.m. during and 2 โ 5 p.m. during
weekdays.
โขโฏ LinkedIn: People donโt typically use this network
during work hours, but rather right before and after
work from 7-9 a.m. and 5-6 p.m.
โขโฏ Google +: 9 โ 11 a.m. is typically the best range,
but on Google+, it comes down to your audience.
Timing+ is a tool that analyzes your brandโs last
100 posts and helps you identify the times that
earned your content the most traffic
29. Donโt Forget Your Personal Brand
Reporters will vet interview sources to
determine credibility and subject matter
expertise. Ensure your companyโs leaders
have strong digital visibility.
โขโฏ Complete, professional LinkedIn
profiles full of industry keywords
โขโฏ Active and engaging Twitter accounts
โขโฏ Powerful bios available on your
website
โขโฏ Fresh headshots that are โon brandโ
and reflect your corporate culture
@ar_ _ pr #NOEW2014
32. Startup
Packages
@ar_ _pr
#makenews
Just for NOEW Participants:
10% off (code: startup10)
expires April 7th
The Launch Rocket package provided us with the
consultation and tips we needed to engage with reporters on
the phone, via email and even through Twitter. The day our
press release was distributed, we received 8,000 app
downloads within 24 hours - our biggest day yet. The
package even helped us land a feature in TechCrunch!
34. Contact:
Offices in Atlanta Tech Village
and
Launch Pad New Orleans
855.300.8209 | annaruthpr.com
annaruth@annaruthpr.com | blair@annaruthpr.com
linkedin.com/company/arpr
facebook.com/annaruthpr
@ar__pr #makenews