creating a successful online newsroom with pete codella and sally falkow
DESCRIPTION
Creating a Successful Online Newsroom with Pete Codella and Sally Falkow presented at the 2011 PRSA Western District Conference in Las VegasTRANSCRIPT
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Creating a Successful Online NewsroomWhy and how to make a newsroom that stands out
by Pete Codella, APR and Sally Falkow, APRApril 28, 2011
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Contact info
Pete Codella, APR
[email protected]@Codella@NewsCactus
TXT prpete to 50500for my SMS business cardby Contxts.com
Sally Falkow, APR
[email protected]@SallyFalkow@PRESSfeed
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Five Ws
1. Who2. What3. When4. Where5. Why6. How
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Who
Who uses an online newsroom anyway?
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Who?
Everyone in need of public relationsneeds an online newsroom
Use it to create buzz
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What
A one-stop-online-shopfor news and information
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Important elements
• Spokesperson contact information• Search• News releases• RSS to receive new announcements• Social media sharing tools
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Important elements
• Press kits• Multimedia• Executive biographies• Event calendar• Links to stories in the news
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Important elements
• Sign-up for email, text messages• Links to other company-owned online
properties, including social media• Financial information• Section for crisis communications
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Newsrooms and blogs
• Frequent publishing with keyword-rich content
• Search benefits• RSS feed(s) and email subscriptions
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With a newsroom
• No comment management(like blogging)
• Not a new type of content(you’re probably already writing press releases)
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Content is king
• Copywriting for the Web• Think like the person doing the search• Have a strategy for incorporating keywords
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https://adwords.google.com/select/KeywordToolExternal
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Social media release
• Contact info that includes social media• Fast facts• Share this / Tweet this• Quick links• Multimedia
from Shift Communications
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2011 is the year ofsocial integration
Source: Altimeter Group
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Social news
• 75% of online news consumers say they get news forwarded through posts on social networking sites
• 52% say they share links to news with others via those means
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Integrate Your Social Content with your
Online Newsroom
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Fortune 100: Adoption
• 77% have a Twitter account• 75% have a Facebook page and allow people
to post to their wall• 57% have are using YouTube to post videos• 25 percent have Twitter, Facebook, and
YouTube accounts, and maintain a blog
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Fortune 100: Integration• ALMOST HALF (44%) have no connection at all
to their social content (Level 1)• 33% link away with no strategy. They direct
their visitors off their site to the their social content (Level 2)
• 13% link away in a new window and encourage sharing of the content ( Level 3)
• 12% connect correctly, encourage sharing and aggregate the conversation on their newsroom
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Fortune 100: Newsroom Features
• 74% have RSS feeds • 58% have some connect feature• 13% have a Share This feature • 43% have images and videos• 3% use the social media release format on
their own website’s newsroom• 2% offer embed codes for multimedia assets
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INC 500: Adoption
• 71% have corporate Facebook pages• 67% have photos and videos online• 59% have corporate accounts on Twitter • 50% have a public facing corporate blog
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INC 500: Integration
• More than two-thirds (68%) have no connection to their social content
• 22% do connect but are only linking away. (Level 2)
• 6% link in a new window and encourage sharing (Level 3)
• 5% aggregate the conversation on their newsroom or website
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INC 500: Newsroom Features
• 11 % have RSS Feeds• 7% have a multi media gallery• Most of them only offer high res images – no
embed codes• None are using the social media format for
releases
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Connect
Images
Video
Feeds
ShareTweetLike
Media Coverage
Contacts
Blog Posts
Tags
Twitter feed
News Releases
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How are PR pros planning to upgrade?
• Build it custom in-house 48%
• Use an open source platform 36%WordPress, Drupal
• Use a newsroom vendor 32%with some social features
• Use a vendor with a full service 24%social media newsroom
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Custom Built - 2 years
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Built on WordPress
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When
Yes! Always!
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Scheduling
• Publish now• Schedule for future publication• Save draft for future publication• Coordinate with other events
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Where
• Different domain / same design– News.URL.com– URLnews.com
• Consider all viewing screens
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Where
• Admin Web access anywhere, anytime• Mobile publishing
– Twitter, anyone?
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Why
• Self-publish• Search optimization• Be a resource• Present accurate information
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Why
• One more ticket to the search lottery• Drive traffic to other online properties• Communicate effectively with anyone online
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Because
An online newsroom supports your online positioning strategy, helping with search
optimization and search marketing.
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How to use it
• Pitch stories to the media• Highlight otherwise untold stories and unsung
heroes• Link to newsroom stories from social media
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Key takeaways
• An online newsroom is a very effective public relations tool
• The newsroom should be easy to find and easy to navigate
• Support the newsroom — and your other Internet properties — with social media activity
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Questions
Questions, comments anddiscussion