Slides from February 22, 2011, Webinar presented by GIS Planning and Development Counsellors International

1. Economic Development Media Relationsin the Internet Age April Nichols – Director of Marketing GIS Planning anichols@gisplanning.com www.gisplanning.com @ZoomProspector Julie Curtin – Executive VP/Partner Development Counsellors International julie.curtin@aboutdci.com www.aboutdci.com @AboutDCI

2. Introduction: Part One Topics Quick review: changing media landscape New rules for communicating with media Three ways you can immediately improve your community’s media relations strategy Copyright GIS Planning Inc. 2011

3. One Way Old Media Social Media Web 2.0 Web 3.0 The Evolution of Media Copyright GIS Planning Inc. 2011

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5. The Changing Media Landscape 24 of 25 largest daily newspapers in the U.S. are experiencing record declines in circulation … while real-time news sites like Politico, Huffington Post and TMZ thrive 44% of people get most of their news online There are over 200,000,000 blogs; 54% updated daily Wikipedia has over 13 million articles (studies show it has more accuracy than Encyclopedia Brittanica) More than 1.5 million pieces of content are shared on Facebook…daily *** Sources: Socialnomics 2010, Pew Research Center 2010 Copyright GIS Planning Inc. 2011

6. “What was once a predictable 24-hour news cycle ... is now an always-on, real-time, constantly evolving flow of news from thousands of mainstream sources backed by feeds from millions of citizen journalists via blogs, Twitter, YouTube, Flickr and the like …” --Source: “Real Time Marketing and PR” by David Meerman Scott, 2010 Copyright GIS Planning Inc. 2011

7. Three things you better get used to Copyright GIS Planning Inc. 2011

8. Information is Real-time Copyright GIS Planning Inc. 2011

9. Loss of Control Image © GIS Planning Inc. Copyright GIS Planning Inc. 2011

10. Communication is a Team Effort Copyright GIS Planning Inc. 2011

11. Old Rules vs. New Rules… Copyright GIS Planning Inc. 2011

12. Old Rules of PR Only way to get “ink” and “airtime” was through media Companies/ED groups communicated to journalists via press releases, which no one but reporters saw Jargon was OK because journalists understood it The only way buyers/prospects would learn about a press releases’ content was if the media covered it Measuring effectiveness of press releases was through “clip books” created at the end of the year Source: The New Rules of Marketing and PR, Second Edition (Nov. 2009) by David Meerman Scott Copyright GIS Planning Inc. 2011

13. Old Style News Release … Copyright GIS Planning Inc. 2011

14. New Style News Release… Copyright GIS Planning Inc. 2011

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17. New Rules of PR … PR is no longer just about speaking through the media; ED groups can now communicate directly to target audiences We need to adapt our traditional media relations strategies too: Reporters doing multiple jobs Less time for “desk side meetings” and exploratory interviews More focus on internet research for stories Copyright GIS Planning Inc. 2011

18. Become a Real-Time Organization …. Act before the window of opportunity vanishes (within the hour) Empower people to act Recognize it will never be perfect Engage with media at the moment they need input Copyright GIS Planning Inc. 2011

19. 3 Ways to Improve YourCommunity’s Media Relations Strategy Follow online news, blogs, twitter feeds; respond to reporters in real time Create original content for media – as well as your target audiences (investors and prospects) Encourage sharing through your social networks – and fully embrace these tools Copyright GIS Planning Inc. 2011

20. Examples - Original Content News releases (optimized for search engine pick up) Live-streamed press conferences Reports, Statistics, Ratings/Rankings White papers Videos Presentations Copyright GIS Planning Inc. 2011

21. Post News Daily on Your Blog … Copyright GIS Planning Inc. 2011

22. Social Media Accounts Copyright GIS Planning Inc. 2011

23. Share Good News … on Twitter Copyright GIS Planning Inc. 2011

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26. @ZoomProspectoranichols@gisplanning.comwww.gisplanning.comwww.zoomprospector.comwww.Facebook.com/ZoomProspector

27. Webinar: Economic Development Media Relations in the Internet Age Presented by: Julie Curtin, EVP/Partner Development Counsellors International

28. Discover …. 1. ….your online communication style 2. …the intersection of media relations & social media 3. …your online brand

29. Discover Your Online Communication Style = “No One’s Home” = “The Megaphone” = “The Oprah”

31. Be an not a One recent example….. @corybooker

33. Social Media & Media RelationsFive Truths… 1. Fact-first journalism is changing. 2. Social media powerfully multiplies impact of media placements. 3. Social channels are telling your story. 4. Social media tactics can generate media results (but not for long). 5. Your competitors are embracing it!

34. Social media powerfully multiplies the impact of media placements…. @MetroOrlandoEDC 1,492 followers

38. Social channels are telling your story….

40. Social media tactics can generate media results (but not for long)…..

42. Your competitors are embracing social media….

44. “5 Ways Cities are Using Social Media ….”www.mashable.com 1. Strengthening or Rebranding a Region’s Image 2. Showcasing Story Ideas for the Media 3. Attracting Former Residents Back to an Area 4. Linking Job Seekers to Jobs 5. Promoting Local and Regional Businesses and Assets

45. Discover Your Online Brand…. “Your brand isn’t what you say it is…it’s what Google says it is.” – Chris Anderson of Wired Magazine

46. If a conversation takes place online and you’re not there to hear it, did it really happen?- Brian Solis, Social Media Author/Futurist

47. Discover Your Online Brand/Voice Free Social Media Monitoring Tools Google Alerts Twends Blogpulse Social Mention Search.Twitter.com

48. 5 Things To Do (sometime after this webinar) 1. Identify the bloggers in your community 2. Discover your online brand/voice (#mycity) 3. Check out Mashable at least once a week 4. Follow your business/economy/industry reporters (local & national) 5. Read “The New Rules of Marketing &PR” Extra Credit: Identify 5 cities/states already embracing social media (& learn!)

49. Economic Development Media Relationsin the Internet Age April Nichols – Director of Marketing GIS Planning anichols@gisplanning.com www.gisplanning.com @ZoomProspector Julie Curtin – Executive VP/Partner Development Counsellors International julie.curtin@aboutdci.com www.aboutdci.com @AboutDCI