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The Three Skills That Impact Media
Relations
@pressfeed@sallyfalkow#3skillsMR
The Digital Media Landscape
The Digital Media Landscape
The Digital Media LandscapeNot only reporters and photographers – also support staff like researchers and fact checkers.
What the Media NeedsWhat the Media Needs
• Constantly updated news content
• Original content• Research• Experts• New angles on a big
story• Visual assets that
extend and enhance the story
Looking for GapsLooking for Gaps• What stories has the
media covered in your industry?
• What angles did they not cover?
• What aren’t they doing due to lack of resouces?
• Were you left out of a story you could have contributed to?
Looking for GapsLooking for Gaps
• Medical News• Live Events• In-depth Stories that need a lot of research• Stories that need a lot of graphic or visual
supportPew shows that sports, weather and traffic
now account on average for 40% of the content produced on the newscasts while story lengths shrink.
Looking for GapsLooking for Gaps
Looking for GapsLooking for Gaps
“This adds up to a news industry that is undermanned and unprepared to uncover stories, dig deep into emerging ones or to question information put into its hands.”
Pew State of the Media 2015
What the Public WantsWhat the Public Wants
• Images and video• A picture really is
worth a thousand words.
• Makes it more real• Tell a story visually
How to Tell a Story VisuallyHow to Tell a Story Visually
1. Know what the story is2. Think visually first – not last3. A story needs more than one image
“How does a picture story differ from a collection of pictures on a topic? A picture story has a theme. Not only are the individual pictures in the story about one subject, but they also help to support one central point” (Photojournalism: The Professionals’ Approach, 6th ed)
How to Tell a Story VisuallyHow to Tell a Story Visually
4. Sometimes a visual story needs illustrations, charts or graphs, maps, diagrams.5. Use the visuals to show more than was told in the text of the story – extend and enhance their experience with the visuals.
Create Original ImagesCreate Original Images
https://www.proactivereport.com/sm/5-image-editor-apps-for-visual-content/
Content hub/Online newsroomContent hub/Online newsroom
Content Hub/Online NewsroomContent Hub/Online Newsroom
• 97 percent of survey participants agreed that it is crucial for a company to have an online newsroom.
• More than half of the journalists admitted that they visit corporate online newsrooms once a month, and 45 percent stated that they visit at least once a week.
• Approximately 85 percent of journalists said they visit online newsrooms of small, medium and large-sized companies, compared to 8 percent who visit only large companies.
Smartphone ReportingSmartphone Reporting
Inc 500 NewsroomsInc 500 Newsrooms
It is vitalvital to have a newsroom with all the features the media expect to find and to have it mobile-friendly so all your content – news releases, images, videos, articles, experts - show up in search on a mobile device.
Now that you can measure everything, you should. It’s an essential PR skill.There are many tools to help you measure your content effectiveness
Sneak Peek:Introducing the Google Analytics PR Measurement Dashboard
MeasurementMeasurement
Social TrafficSocial Traffic
We received a big spike in downloads of our 2015 Media Trends Report last week. If we did not know how to track and measure results we’d have had no clue as to what caused that sudden flood of interest in our content.
GA showed us that the traffic came via YouTube – specifically from the video of the webinar about the report. The fact that we used a tracking link in that video allowed us to see where that traffic came from.
A little detective work and we discovered that an influencer had posted a status update about the video on LinkedIn.
Social SessionsPage Shared in Social% New Sessions by SourceHighest Traffic PagesWhere New Visitors Came From Last MonthOverall bounce rateRealtime % New VisitorsWho is visiting now/ from whereOutcomes by pageRealtime outcomesReal-time bounce rate
Dashboard WidgetsDashboard Widgets
Find out more about this Dashboard on the #measurepr Twitter chat August 11th at 9 am Pacific 12 noon Eastern.
Webinar for a full demo of how to use the free Dashboard August 18th. 10am P 1 pm E
Get a complimentary evaluation of your current newsroom and a demo of how the PRESSfeed newsroom works and what it could do for your mobile visibility and media relations.
http://www.press-feed.com/services/demo.phphttp://www.press-feed.com/services/demo.php
Questions?Questions?
[email protected]@press-feed.com@sallyfalkow@sallyfalkow
www.press-feed.comwww.press-feed.com
