Whether offline or online, your relationship with the public and the media has the power to mobilize new people to undertake the kinds of activities that have the intent or effect of influencing government action, public policy, public participation, social change. Find out how...
- 1.Transforming the World Using media to motivate social
good
2. About @JessicaCoscia
- 2001 Peace College Mass Com/Jou Grad
- Driven by desire to listen, collaborate, communicate and do
something meaningful
- Experience both pitching to and reporting the news
- Focus on public affairs programming
- On launch team for 1 sthyperlocal generated television news
affiliated website MyNC.com (NBC 17)
3. Effective Communicationis important to EVERYONE 4. What Well
Cover Today
- The Evolution of Communication
- Leveraging New Media for PR Success
- Tips for Generating Media Coverage
5. How would you define The Media? 6. Old News
- Mass Communication Broadcast Model
7. New Media
- Conversation vs. Consumption
- Meaningful and targeted communication
- Relationships; from virtual to physical
- Citizens influencing total news impact
8. Web News Moves Up
- In 2010, EVERY news platform saw audiencesdeclineEXCEPT for the
Internet.
- More people got news from the web than newspapers.
- News organizations focused more onaggregationthan original
reporting.
2011 Pew Research released March 14, 2010 See FULL Report
at:journalism.org 9.
- So is traditional mass media dead? Not quite.
- The web and social media are making it easier to communicate
with public. At the same time, where there used to be a clear
delineationthe web has resulted in a blurred line between the two
industries.
10. 11.
- What were the top 10 news stories of 2010?
Have you been listening? 12. 13.
- Media Outreach = Communication. Collaboration. Social
Good.
Generating Media Coverage 14. Dont presume First things first
15. Media Relations Strategy
-
- EVERYONE must be onboard!
- Set goals 3 main points you want to get across
- Set a timeline plan quarterly
- Develop networks media & community
16. Do your homework Listen, listen, listen
- Identify key stakeholders, media, bloggers, influencers and
advocates
- Listen search for conversations related to your particular
industry
- Determine - most appropriate mediums
-
- Observation of human behavioroffline and online
- Pinpoint - Current Events or News
- Find - Relevant tie ins, Key dates, events, local places and
people
17.
- HARO is a great tool to help connect journalists story needs
with PR Professionals/public who may serve as a good source.
Help A Reporter Out 18. Relationships are Reciprocal
-
- Influencers, Media, Community
- Position Yourself as an industry leader, partner,
andresource
- Be Responsive and available
-
- Build links online (website, multimedia content, blog, social
networks)
19. Good Pitching
- Stay on target Get to the point
- Be Interesting , Unique, Timely
-
- Remember your audience and those tie ins
- Pitches with visuals go to the front of the line (you dont need
to be a professional photog. think 9/11, Katrina, Japan
Tsunami)
20. Pitches we unlike
- Blatantly self promotional
- More Vague Than The Twilight Zone
- No one to comment no human voice
21. Integrate online & offline
- Talk to reporters on social networks
- Distribute online content, social media releases
- Involve/Educate your staff and partners
- Speak at conferences, meetings and events
- Offer contests and contributed articles to generate publicity
with print, radio, TV, events, conferences and other real life
venues
22. Measure ROE
- # Twitter followers. Facebook fans & Insights
Dashboard
- Blog comments and inbound links
- You Tube ratings and embedded video
- Influence, community action, movement requires you to
what?
- LISTEN, LEARN AND ADAPT!!!
23. Be Creative
- Create something interesting, compelling, funny that people
will naturally want to talk about, share or write about.
- OPTIMIZE stories: Use photos, videos, links, real people
24.
Reporters not listening? 25. Citizen Controlled Reporting
- Hyper local and topical sites surfacing online to to fill void
left by failing news organizations
- Aggregate news articles from journalists, blog posts, and other
content that relates to particular location and/or subject
area
- Supplement with user-generated content andencourage citizensto
post updates, videos and photos, report crimes and issues, and
engage in discussions with their neighbors.
- Focus on deepening community involvement, engaging readers in
dialogue, and bringing people together not just online, but also in
the real world.
- Sites can empower everyday citizens to share information and
raise the issues that are important to them, find solutions, and
connect with the places and people around them.
26.
- SeeClickFix.com - web, mobile app allows users to browse, post
and track complaints and issues in their neighborhood. Empowers
citizens to become actively involved in their community by giving
them tools to raise civic issues and hold city officials
accountable.
- Ushahidi.com Testimony" in Swahili, developed in 2008 to map
reports of violence in Kenya after post-election fallout. The
Ushahidi platform provides tools for communities to crowd source
real-time information using SMS, email, Twitter and the web.
Important resource for citizen journalists in times of crisis like
the Haiti earthquake, tracking crime in Atlanta,coordinating clean
up efforts after 2010 blizzard in Washington DC.
Citizen Reporting & Crowdsourcing 27.
- Since 2004, more than 800 community news websites have emerged
through U.S.
- CNN iReport Share stories, opinions, video, photos. Discuss
issues. Best iReports get vetted and used on CNN platforms.
- charlotte.everyblock.com access public records, media mentions,
real estate listings, crime reports, local deals, etc. The site
encourages youto add your own content , whether it is reviewing a
restaurant, requesting a civic service, or participating in an
online conversation. Unfortunately, EveryBlock is not available
everywhere yet - it is limited to sixteen cities in the U.S.
Hyperlocal & Topical News 28. The People Spoke CNN
Listened
- CNN recognized citizen journalists who, through CNNs iReport,
had helped shed light on stories that may have not otherwise have
made headlines.
- Categories include: Breaking News, Original Reporting,
Compelling Imagery (photos or video), Commentary, Personal Story,
and Interview.
- Will you be the next awarded for iReporting excellence?
29.
- Methodology:Monthly community focus forums, hyper local and
topical web channels, local news aggregates, user generated news,
video and pictures, development of community news programs,
community blogs, free training and tools
- Success:Increased web traffic, community engagement built
loyalty and brand awareness, less take and more give, TV breaking
community stories they would not have otherwise known about.
- Failure:Relied heavily on community involvement. New media was
too new. Push back from traditional news team. Failure to find ways
to monetize; internet is free.
The NC Triangle Tried It. Were we just ahead of our time? 30. Is
this good newsorbad news?
- Might these changes media consumption and interactions engage
new kinds of people?
- Offer avenue for civic involvement and engagement?
- Mobilize new people to undertake the kinds of activities,
whether offline or on, that have the intent or effect of
influencing government action, public policy, public participation,
social change?
Note:Call to action on sign urging public to TEXT To Take Action
31. Youll never know
- Remember, your biggest investment is going to be TIME.
32. Research Tools
- Facebook Search (Groups/Pages/Causes), Twitter Search, Linked
In Groups
33. Measurement Tools
34. Resources & Tips
- PewResearch.org (2011 State of Media Report released 3/14)
- Linkedin.com/today/ (launched news aggregation page 3/10)
- Communitymediaworkshop.org
35. [email_address] @JessicaCoscia