The Internet & Multimedia Integration

The Internet &

Multimedia Integration

Joseph Stabb

THE INTERNET IN 2008

The Internet in 2008

• What is the internet in 2008?– For years, many

organization have used the internet solely as an online brochure, but that style is no longer acceptable.

– Many internet users want to be interacted with when visiting your site…you need to entertain them to keep them viewing.

© Matt Brit, Dec. 2006

The Internet in 2008…cont.

• How do you create this interaction?– Add audio, video, and photos– Blogs– Forums/Message Boards– Frequent Updates– News/Calendar– E-mail/E-newsletters

• Adding any of these can be cost effective for any organization and easy to implement.

The Internet in 2008…cont.

• Who is using the internet now?

The Internet in 2008…cont.

The Internet in 2008…cont.

• Online migration is causing media to become increasingly fragmented.

• Traditional media outlets, TV and Radio, are now supplemented by a plethora of information providing outlets– Web sites/News sites– Search Engines– RSS Feeds

The Internet in 2008…cont.

• The prevalence of broadband connectivity is reshaping the world of broadcast marketing

• Online video offers a medium that is more accessible and less cost prohibitive than traditional broadcast outlets (PR Tactics)

• As the internet grows, media convergence becomes more prevalent in the daily life of a public relations practitioner

The Internet in 2008…cont.

• Social Networking is expected to increase even faster in 2008– Add social network bookmarking to your site– Some of these sites include Facebook, MySpace,

and del.icio.us

The Internet in 2008…cont.

• PR strategists are usually behind the curve in terms of understanding how to leverage Web 2.0 technologies.

• Here are some tips to think about when approaching the web…1. Be willing to share control.2. Build flexibility.3. Take responsibility for Search Engine Optimization.4. Continually listen and analyze.5. Experiment with emerging technologies.

• This is very important if you want to stay ahead of the curve!!!

MEDIA CONVERGENCE

Media Convergence

• Media Convergence is defined as the integration of multiple types of technology for completion of a task or many tasks.

• Media convergence is happening now…has been happening for years…and will only grow in the future.

Media Convergence…cont.

• Example 1– The ‘USA Today’ is

expanding their television unit by implementing web only shows and series pieces

– Gannett Broadcasting is also looking for lucrative partnerships to expand even further in 2008 and 2009

Media Convergence…cont.

• Mobile Web is increasingly emerging as a viable information source when designed and implemented effectively

• Many people now use their cell phones/blackberry devices to check e-mail and surf the web

• Having information available in this medium can be beneficial to any organization

Media Convergence…cont.

• Many news stations are just starting to use the mobile web to disseminate information, especially local news stations

• The number of people using these sites are increasing every year as wireless networks get faster and more sophisticated phones are offered on the market.

Media Convergence…cont.

• News 4 (WIVB) in Buffalo, NY, launched its mobile website in 2007 called “News 4 To Go”

• Notice the simple design…most cell phones/wireless connections are not equipped to handle high graphics, so we are back to the essential beginnings of the internet (more text than graphics)

Media Convergence…cont.

• Designing for the mobile web…• Use small graphics, both physical

size and file size• 320 px width• Under 100 kb

• Remember, there isn’t a lot of space on a mobile device, so it is key that you keep your message simple and concise, even more so than you would on the internet

Media Convergence…cont.

• RSS Feeds are a MUST HAVE for any website in 2008– RSS or Real Simple Syndication - a family of Web feed

formats used to publish frequently updated content such as blog entries, news headlines or podcasts.

– Journalists, especially, use RSS Feeds to keep up-to-date on what is happening in organizations.

– There are many websites and news aggregators that journalists can use to pull all of these resources to a single place for easy access to the information they need and you provide.

Media Convergence…cont.

• Blogs/Forums/Bulletin Boards/Wiki– It is easier than ever to find information on what

your key publics are thinking and saying– These key concepts can all be used for different

reasons and should be being utilized in some way by every organization both large and small, most of which are FREE

Media Convergence…cont.

• Quick tips to incorporate new media tactics in your web strategy1. Create an RSS feed of your press releases2. Add social network bookmarking links3. Utilize a monthly podcast series4. Start a public focused blog5. Add videos to viral video sites about your

organization or cause6. Start a wiki for your industry

MULTIMEDIA MESSAGING

Multimedia Messaging

• Messaging for multimedia formats is the same as any other public relations campaigns you have.

• You should be sure though, that you are consistent with your messages and images no matter what format you are communicating in.

Multimedia Messaging…cont.

• Writing for the web or video (podcasts) is more relaxed than your formal standard.

• You need to speak to people conversationally to keep them interested in your message…this is especially true for audio/video.

• People want to be respected and not treated like they don’t understand.

• Just consider the medium when you sit down to write.

ONLINE NEWSROOMS

Online Newsrooms

• An online newsroom is a public-facing website that has information about your organization, generally for the media.

• Most online newsrooms contain the essential corporate press materials such as press releases, searchable archives, press kits, low-resolution and high-resolution, print quality photographs, logos, audio, video, executive biographies, public relations contact information, scheduled events, company history, and awards and honors.

Online Newsrooms…cont.

• What is a must have in an online newsroom?1. Searchablility – journalists want the ability to

search for the content they need2. Media Contacts with cell phone numbers3. Press Releases – with associated links4. Online Photo Library – both high/low resolution

photographs and logos – could also include audio/video

5. Press Kits

Online Newsrooms…cont.

• Password Protection– Many items in your online newsroom you may

want to password protect for two reasons• Not all information is for everyone• You want to track who is accessing the information to

better track your media coverage

– Journalists in general don’t have a problem with this.

Online Newsrooms…cont.

• Online newsrooms are going to help the journalist access the information as they need it, when they need it and also make the conversations you have with the media more valuable.

• Almost 99% of journalists believe a company should have an online newsroom

AUDIO/VIDEO INTEGRATION

Audio/Video Integration

• Audio and video is very quickly becoming an important asset for any organization and their website.

• “Video continues to deliver news and information with unmatched impact and speed via television, which dominates in its enduring ability to attract audiences. Video that is relevant, timely, and instructive will capture the attention of both newsrooms and consumers.” (Thomas, 2006)

Audio/Video Integration…cont.

• Peer-to-peer communications represents one of the fastest growing categories for video consumption

• “PR video and corresponding screenshots should be used as dynamic content that will liven up your organization’s web site while supporting marketing initiatives and general awareness of programs.” (Thomas, 2006)

Audio/Video Integration…cont.

• Audio/video can be placed anywhere on your site that is appropriate– Should definitely be in your online newsroom (b-roll)

• Top 3 Audio Formats– .mp3– .wav– .mov

• Top 3 Video Formats– .wmv (Windows Media Video)– .mov (Quicktime)– .mpeg

Audio/Video Integration…cont.

• Audio/Video Distribution– Your website– Video-sharing sites (YouTube)• “48% of internet users have been to video-sharing sites

such as YouTube)

Audio/Video Integration…cont.

INTERNET & MULTIMEDIA MEASUREMENT

Internet & Multimedia Measurement

• The Brief Review of Internet Metrics– Key Terms & Definitions

• Hits – typically refer to the number of times a “file” is requested from an internet site; typically reported weekly or monthly; used to measure popularity of an item

• Unique Visitors – the number of different people who access an internet site; fine measure of audience size

• Page Views – measures the number of times a particular page is accessed during the measurement period; much better reflection of the number of people that view a story

• Unique Page Views – reflects the number of unique visitors who have accessed a particular web page during the measurement period

Internet & Multimedia Measurement…cont.

– Data Collection• There are lots of software packages now that collect

the data and tabulate the information for you.• Google Analytics is a good piece of software to use and

it is FREE, but you could also use other pieces of software like WebTrends– The data from these software packages will help to display the

information in easier ways to understand it and access it

Internet & Multimedia Measurement…cont.

– Things to Remember• Make sure you always exclude your own organization

from the data collection…this will cause your numbers to be inflated and could be an ethical question• Use this as a guiding principle for what information

people are accessing and current trends

Le Fin

REFERENCES

References

• Becker, A. (2008, January 14). 'USA Today' Expands TV Unit. Broadcast & Cable , p. 29.• Brit, M. (2006, November). Retrieved February 18, 2008, from OPTE.org:

http://www.opte.org/maps/• eMarketer. (2007). Who Doesn't Use the Internet?• Jeffries-Fox, B. (2004). A Primer in Internet Audience Measurement. New York City:

Institute for Public Relations.• LIN Television Corporation. (2008). Retrieved February 18, 2008, from News 4 To Go:

http://www.localwireless.com/wap/stations/?sid=49• Media Convergence. The Economist. • Rainie, L. (2008). Director. Pew Internet & American Life Project.• Schipul, E. (2006, March). The Web's Next Generation: Web 2.0. Public Relations Tactics .• Thomas, L. (2006, June). From Broadcast to Broadband: Video Evolves For A Multiscreen

World. Public Relation Tactics .• Woodall, I. (2008, January 29). Director - Marketing/Sales. (J. Stabb, Interviewer)• Yehuda, B. (2007, June). Harnessing the Power of Emerging Media: Broadband

Connectivity is Reshaping the World of Broadcast Marketing. Public Relations Tactics .

References…cont.

• Graphic – Slide 2Brit, M. (2006, November). Retrieved February 18, 2008, from OPTE.org: http://www.opte.org/maps/

• Graphic-Slide 4-5eMarketer. (2007). Who Doesn't Use the Internet?

• Slide 7Yehuda, B. (2007, June). Harnessing the Power of Emerging Media: Broadband Connectivity is Reshaping the World of Broadcast Marketing. Public Relations Tactics .

• Slide 8Schipul, E. (2006, March). The Web's Next Generation: Web 2.0. Public Relations Tactics .

• Graphic - Slide 9Media Convergence. The Economist.

• Slide 10Becker, A. (2008, January 14). 'USA Today' Expands TV Unit. Broadcast & Cable , p. 29.

• Graphic - Slide 15, 16LIN Television Corporation. (2008). Retrieved February 18, 2008, from News 4 To Go: http://www.localwireless.com/wap/stations/?sid=49

• Graphic – Slide 34Rainie, L. (2008). Director. Pew Internet & American Life Project.