2015 Media Trends Affecting Company Newsrooms

2. Presenters Sally Falkow President, PRESSfeed Sr. Fellow, SNCR

3. Presenters Rebekah Iliff Chief Strategy Officer, AirPR Columnist Inc. Magazine Wendy Marx President Marx Communications Expert contrinutor- Fast Company

4. 2015 Trends 1. Shrinking Media Newsrooms = lack of resources to report the news 2. Search is now the first and most used, and most trusted, source for finding and validating news and business information 3. The demand for visual content in news stories 4. Providing content that addresses your customers lifestyles and aspirations = a digital newsroom/content hub approach 5. Using data to show progress and drive future content strategy

5. The Shrinking Media Newsroom “The many business changes and reimagined content models that large media companies put forth in 2014 ultimately led to job losses as the newspaper publishing industry found themselves with reshuffled newsrooms and redefined roles that had shifted toward an emphasis on digital media.” Cision State of the Media 2015.

9. How Does this Affect Corporate Newsrooms?

10. The Media Dilemma •Lack of resources •Inexperienced reporters covering multiple beats •Inability to cover in-depth stories

11. Corporate Newsrooms •PR contacts •Expert sources •Offer story Ideas •Curate industry news and trends

14. NEWSROOM SCORES PR CONTACTS

15. STORY IDEAS

16. CURATE INDUSTRY NEWS & TRENDS

17. EXPERT DATABASE IN NEWSROOM

20. SEARCH VISIBILITY

23. How this Affects PR •98% of journalists start a story by doing a Google search •The public find business information and news by doing a search

24. Corporate Newsrooms •The newsroom as a whole should be optimized for search and show up in a search for the company or brand name •All content – text, images and video – must be optimized for search. •Optimize not only for the company name and brand name, but also for relevant keywords and phrases.

28. NEWSROOM SCORES

29. DEMAND FOR VISUAL CONTENT • Last year the amount of video from people and brands in Facebook's News feed increased 3.6X year-over-year.

31. VISUAL CONTENT Consumer demand for visual content is growing far faster than a typical brand’s capacity to meet it on its own

32. NEWSROOM FEATURES • Image Gallery – with hi and lo res images • Original images • Infographics • Charts • Video Gallery • “Explainer” animated videos • Embed codes • News “capsules” with complete visual assets

33. NEWSROOM SCORES IMAGE GALLERY

34. 40 35 30 25 20 15 10 5 0 FORTUNE 100 FORTUNE 500 INC 500 ORIGINAL HIGH QUALITY IMAGES

35. VIDEO GALLERY

36. EMBED CODES WITH VIDEOS

37. LOOKING INTO THE FUTURE

38. The Digital Newsroom /Content Hub

39. NEWSROOM FEATURES •Access to all content – news, visual and social •Content that addresses the lifestyle and interests of your customers

46. DATA INFORMED NEWSROOMS •Time of publication •Pick up •Response and engagement •Shares

47. Google Analytics

50. BEYOND GOOGLE ANALYTICS One major misconception about PR is that it’s not a driver of revenue and sales … Some people think of PR as solely a brand awareness builder, but time and time again when the press writes a story about a company, sales tend to go up. PR, marketing executives, and comms teams can track important metrics and tie them to specific business objectives. Virgin America Marketing VP Porter Gale