2015 media trends and online newsroom report
TRANSCRIPT
Presenters
Sally Falkow President, PRESSfeed Sr. Fellow, SNCR
Presenters
Rebekah Iliff Wendy Marx Chief Strategy Officer, AirPR President Marx Communications Columnist Inc. Magazine Expert contributor- Fast Company
2015 Trends 1. Shrinking Media Newsrooms = lack of resources to
report the news 2. Search is now the first and most used, and most
trusted, source for finding and validating news and business information
3. The demand for visual content in news stories 4. Providing content that addresses your customers
lifestyles and aspirations = a digital newsroom/content hub approach
5. Using data to show progress and drive future content strategy
The Shrinking Media Newsroom “The many business changes and reimagined content models that large media companies put forth in 2014 ultimately led to job losses as the newspaper publishing industry found themselves with reshuffled newsrooms and redefined roles that had shifted toward an emphasis on digital media.” Cision State of the Media 2015.
How Does this Affect Corporate Newsrooms?
The Media Dilemma •Lack of resources •Inexperienced reporters covering multiple beats
•Inability to cover in-depth stories
Corporate Newsrooms •PR contacts •Expert sources •Offer story Ideas •Curate industry news and trends
NEWSROOM SCORES
PR CONTACTS
STORY IDEAS
CURATE INDUSTRY NEWS & TRENDS
EXPERT DATABASE IN NEWSROOM
SEARCH VISIBILITY
How this Affects PR •98% of journalists start a story by doing a Google search
•The public find business information and news by doing a search
Corporate Newsrooms • The newsroom as a whole should be optimized for search and show up in a search for the company or brand name
• All content – text, images and video – must be optimized for search.
• Optimize not only for the company name and brand name, but also for relevant keywords and phrases.
NEWSROOM SCORES
DEMAND FOR VISUAL CONTENT • Last year the amount of video from people and
brands in Facebook's News feed increased 3.6X year-over-year.
VISUAL CONTENT Consumer demand for visual content is growing far faster than a typical brand’s capacity to meet it on its own
NEWSROOM FEATURES • Image Gallery – with hi and lo res images
• Original images • Infographics • Charts
• Video Gallery • “Explainer” animated videos • Embed codes
• News “capsules” with complete visual assets
NEWSROOM SCORES
IMAGE GALLERY
0 5
10 15 20 25 30 35 40
FORTUNE 100
FORTUNE 500
INC 500
ORIGINAL HIGH QUALITY IMAGES
VIDEO GALLERY
EMBED CODES WITH VIDEOS
LOOKING INTO THE FUTURE
The Digital Newsroom /Content Hub
NEWSROOM FEATURES •Access to all content – news, visual and social
•Content that addresses the lifestyle and interests of your customers
DATA INFORMED NEWSROOMS •Time of publication •Pick up •Response and engagement •Shares
Google Analytics
BEYOND GOOGLE ANALYTICS One major misconception about PR is that it’s not a driver of revenue and sales … Some people think of PR as solely a brand awareness builder, but time and time again when the press writes a story about a company, sales tend to go up. PR, marketing executives, and comms teams can track important metrics and tie them to specific business objectives. Virgin America Marketing VP Porter Gale
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