Content Management: News and Social Media
Week6 COMM 1057 Public Relations Theory and Practice This week Content management: News and social media Topics:
Traditional media content Content marketing Forms and types of content created, curated and commissioned New media platforms for content Characteristics of good content Content calendars Brand journalism and native advertising Media release writing reviewed
Include a punchy, eye-catching headline Use the inverted pyramid style (lead with the most important news first) Make the story newsworthy Include attributable quotes Emphasise contact details Image source: Social media releases (SMR)
SMR similar in structure to traditional media release, but SMRs are about conversation, so Make as much content sharable as possible: Hyperlinks to other social media platforms Embedded video and audio files Photo gallery with downloadable logos and images Social commenting functionality eg Facebook, Google+ Image source:Shift Communication Click this link for access to the image in more detail Media releases are content they provide content for re-use by journalists and bloggers
https://www.youtube.com/watch?v=Pl7sWtUu1Fc Image source; The conversation prism Content marketing the strategic marketing approach of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience with the objective of driving profitable customer action. Content Marketing Institute In short, instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategyis the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us withtheirbusiness and loyalty.- Content Marketing Institute Content marketing is not new
In 1895, John Deere puts out The Furrow magazine, which now has a 1.5 million circulation in 40 countries and 12 different languages. In 1900, Michelin develops The Michelin Guide, a 400 page guide with an iconic red cover that helped drivers maintain their cars and find decent lodging. In 1904, Jell-O distributes free copies of a recipe book that contributes to sales of over $1 million by 1906. In the 1930s Procter & Gamble begin radio soap operas with brands such as Duz and Oxydol, hence soap opera. In 1982, Hasbro partners with Marvel to create GI Joe Comic book leading to a revolution in toy marketing. In 1987, LEGO launches Brick Kicks magazine, now LEGO Club Magazine. Source (great 3 minute animation): https://www.youtube.com/watch?v=9OHgMMpGLzk and Public relations and content marketing
PR is about brand awareness and relationship management PR practitioners will craft effective narratives for the organisation and create dialogue with stakeholders PR is concerned with the whole organisation, not just the product Types of content Created Curated Commissioned
Created and owned by the company Curated From trusted third parties Commissioned Commissioned (solicited) from other influencers Wilson 2013 Created content - example
https://youtu.be/JXTxmtM_aPI Created content - example
Curated content - example
For further information; Commissioned content - example
"television soap operas and telemovies are proven media to reach the target audience when seeking to deliver complex messages. A spokesperson for the Immigration Department Source Types of content Blogs: including guest posts
Newsletters: online & print Case studies & articles on your website Videos & podcasts In person events Presentations online & live Webinars/webcasts Research reports & white papers Microsites Infographics Mobile apps & content Books: digital & print Magazines: digital & print Annual reports Games/gamification Adapted from Platforms for content Common platforms for created, commissioned and curated content Blogs Corporate websites Facebook Twitter Google+ LinkedIn. Common platforms designed mainly for curated content Storify Flipboard (iPad, iPhone, iPod Touch) Pinterest Source; http://shonaliburke. com/wp-content/uploads/2010/10/GRUNIG
Source;(a very interesting read) Grunigs four models of Public Relations
Model Name Type of Communication Model Characteristics Press agentry/publicity One-way communication Uses persuasion and manipulation to influence audiences to behave as the organization desires Public information model Uses press releases and other one-way communication techniques to distribute organizational information. The Public Relations practitioner is often referred to as the in-house journalist Two-way asymmetrical model Two-way communication (imbalanced) Uses persuasion and manipulation to influence audiences to behave as the organization desires. Does not use research to find out how stakeholders feel about the organization Two-way symmetrical model Two-way communication Uses communication to negotiate with the public, resolve conflict and promote mutual understanding and respect between the organization and its stakeholders many practitioners are using the new media in the same ways they used the oldas a means of dumping messages on the general population rather than as a strategic means of interacting with publics and bringing information from the environment into organisational decision-making. p. 1 Grunig, J. E. (2009). Paradigms of global public relations in an age of digitalisation. PRism 6(2): Grunigs Global theory of four models How digital media sits under the four models
Press agentry/ publicity Public information model Two-way asymmetrical model Two-way symmetrical model Source; (a very interesting read) Characteristics of good content
Reader-centric Relevant, timely, not focused on sales and brand Focus on story-telling Provoke thought, entertain, educate, inform Is strategic Relates to business mission and goals Strong visual elements Appealing design elements Interactive Provoke conversations Content calendars Should;
- identify and address the needs of your publics - fit with the key messaging that you have determined important to your overall communications plan - look for opportunities for engagement, rather than broadcast - fit with your corporate communication strategy Benefits: Can have a strategic view of what is happening on your social media- see the big picture and see where there may be any gaps Wont miss important dates, or let opportunities go by Gives you time to prepare content Can potentially schedule content ahead of time making the practitioners time more efficient Hootsuites game of social thrones https://vimeo.com/ There is no one template that suits all organisations need to tailor individual approaches for each organisation based on its particular needs, goals and audiences. Remember it is just a start plan you need to be very responsive with social media, so you need to be able to add and adapt on a real-time basis. Brand journalism using the tools, tactics and style of journalism to tell a companys story using the tools of digital publishing and social media to speak directly to consumers Content marketing v brand journalism
One view: Content marketing = the brand advocate Brand journalism = the audiences advocate Another view Brand journalism is a subset of content marketing And another Content marketing = benefit driven content Brand journalism = news focus Sources: https://www.linkedin.com/pulse/article/ why-journalism-is-driving-content-marketing 3. Native advertising "a form of media thats built into the actual visual design and where the ads are part of the content. Source: Explore...... Twitter search http://search.twitter.com/
Twitter message design example Twitter media releases? Podcasting Brand Journalism Additional resources: Websites of interest
The 2010 Andrew Ollie Lecture by Alan Rusbridger (Editor of the Guardian) 2010 New Media Summit Online Customer Communities Burson-Marsteller blog Generation V (creators, contributors, opportunists and lurkers) Shel Holtz blog Generation V The online behavior, attitudes and interests of people from all walks of life are blending together online, cutting across generations and traditional demographics and giving rise to a new online group called Generation Virtual (Generation V), according to research by Gartner, which coined the term. Unlike previous generations, Generation V is not defined by age, gender, social class or geography. Instead, it is based on achievement, accomplishments and an increasing preference for the use of digital media channels to discover information, build knowledge and share insights. Marketers will ultimately need a separate marketing strategy to reach this generation, according to Gartner. Within the Generation V community, Gartner defines four levels of engagement - creators, contributors, opportunists, and lurkers - related to the extent to which customers engage with other customers and the level of engagement that businesses and other organizations must have to enable them: Whats next Tutorial: Media release editing Creating, curating and commissioning content Content calendar Lecture: Issues, risk and crisis communication management References and additional reading I
Duh, K., Tsutomu, H., Kimura, A., Ishiguro, T. & Yeung, C-M Creating stories: Social Curation of Twitter Messages in Sixth International AAAI Conference on Weblogs and Social Media, AAAI Publications, viewed at https://www.aaai.org/ocs/index.php/ICWSM/ICWSM12/paper/view/4578. Flynn, N 2006, Blog rules: A Business guide to managing policy, public relations, and legal issues, Amacom, New York Kent, M.L. 2008, Critical analysis of blogging in public relations in Public Relations Review, 34, pp McCorkindale, T. & DiStaso, M.W., 2014, Top 10 social media research studies for Public Relations professionals, Institute for Public Relations, Scott, D.M. 2007, The new rules of marketing and PR: How to use news releases, blogs, podcasting, viral marketing, & online media to reach buyers directly, John Wiley & Sons, Inc, Hoboken, NJ References and additional reading II
Solis, B 2012,The end of business as usual: rework the way you work to succeed in the consumer revolution, Wiley & Sons,Hoboken, NJ. Wilson, R. 2013, Content frameworks: Using content to achieve marketing communications goals, Brown, R., Waddington, S. & Solis, B (eds), Share this too: More social media solutions for PR professionals, John Wiley & Sons (online book in Library) Wright, D.K. 2006, Weblogs and Employee Communication: Ethical questions for corporate public relations, Conference Proceedings, in Proceedings of the 9th Annual International Public Relations Research Conference, South Miami, FL