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The News Media is Evolving
…and so should your PR approach
Amelia Turney, Account Director @foodieflackAnna Ruth Williams, Founder + CEO @annaruth
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What’s your dream headline?
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Overview• Today’s news media environment
• Where readers & journalists are (hint: it’s not too different)
• Changing your PR approach
• Maximizing your reach
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News Media is Evolving
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• In 2012, total traffic to the top 25 news sites increased 7.2% (source:
comScore)
• Journalist layoffs have scaled newsrooms back by 30% - placing added constraints on reporting (source: Pew Research)
Today’s Media Consumers
• 20% of consumers read news via social media (source: Pew Research)
• Consumers under the age of 45:– 55% primarily consumer
news via Internet– 28% via TV– 5% via newspaper(source: Reuters Institute for the Study of Journalism)
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(source: Reynolds Journalism Institiute)
Today’s Media Consumers
• 23% of consumers under 45 actively engage in aggregating and curating news.
• 25% share news via email or social media weekly.
• 1 in 5 comment on articles on social media.
• 61% of the most active news consumers and commenters are men.
(source: Reuters Institute for the Study of Journalism)
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The Connected Journalist
•59% of journalists use Twitter, compared to 47% in 2012 (source: Weber Shandwick)
•92% of journalists are on LinkedIn, making it the most used social media platform by journalists (source: PRNews)
•6% of journalists’ first option for researching a story is to consult a brand’s website (source: Weber Shandwick)
•On average, journalists visit 2.6 social media channels for each article they research (source: PRDaily)
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Increasing Need for Shareable PR Content
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Start with a Media Database
• Your media list should
include:– Reporter email addresses– Reporter Twitter handles– Media outlet Twitter handles– Reporter LinkedIn URL’s
• Start your engagement with a personal touch– Follow target reporters and media outlets on Twitter– Connect with target journalists on LinkedIn and send a quick,
personal note
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Powerful Press Releases• 80% of Internet browsers prefer videos over
images and text in press releases
(source: Real Effect)
• Including photos in your press release increases engagement by about 18% and video by 55% (source: HubSpot)
• Understand and abide by Google’s new Link Scheme rules:
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Pitch Reporters on Social Media
As reporters flock to social media for story sources, cut through the inbox clutter and reach out to them on Twitter and LinkedIn.
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Have a Kick Ass Videoand always share it with
reporters
Media outlets are looking to engage readers and keep them on their sites for longer periods of time to increase ad revenue.
As a result, they’ll often place YOUR video on THEIR site alongside editorial content.
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Use Social Media to Create Credibility
Reporters are always seeking valuable interview sources and are increasingly turning to social media to find and vet brands and products.
– Regularly share thought leadership on your social media channels
– Accurately depict your products/services on LinkedIn
– Use search keywords throughout your social media pages and in status updates
– Demonstrate your marketplace success, happy customers, etc.
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Don’t Forget Your Personal Brand
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Reporters will vet interview sources to determine credibility and subject matter expertise. Ensure your company’s leaders have strong digital visibility.
• Complete, professional LinkedIn profiles full of industry keywords
• Active and engaging Twitter accounts
• Powerful bios available on your website
• Fresh headshots that are “on brand” and reflect your corporate culture
Make PR Reach Further• Cross-post press releases and media placements on your
social media, blog & website
• Tag outlets/reporters on social media
• Share news stories in your email marketing• Ask employees to share news articles to LinkedIn and
Twitter networks• Hang media placements in your office
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Questions?
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Contact:Offices in Atlanta Tech Village
and Launch Pad New Orleans (coming October 2013)
855.300.8209 | [email protected] | [email protected]
linkedin.com/company/arprfacebook.com/annaruthpr
@ar__pr
