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3 Skills That Iimpact Media Relations

As the media landscape continue to shift and newsroom resources dwindle, there are many opportunities for PR to work with the media and create newsworthy content. These three skills will improve your media relations and your brand awareness

SalFalko
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3 Skills That Iimpact Media Relations

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  1. The Three Skills That Impact Media Relations @pressfeed @sallyfalkow #3skillsMR

  2. The Digital Media Landscape

  3. The Digital Media Landscape

  4. The Digital Media Landscape Not only reporters and photographers – also support staff like researchers and fact checkers.

  5. What the Media Needs What the Media Needs • Constantly updated news content • Original content • Research • Experts • New angles on a big story • Visual assets that extend and enhance the story

  6. Looking for Gaps Looking for Gaps • What stories has the media covered in your industry? • What angles did they not cover? • What aren’t they doing due to lack of resouces? • Were you left out of a story you could have contributed to?

  7. Looking for Gaps Looking for Gaps • Medical News • Live Events • In-depth Stories that need a lot of research • Stories that need a lot of graphic or visual support Pew shows that sports, weather and traffic now account on average for 40% of the content produced on the newscasts while story lengths shrink.

  8. Looking for Gaps Looking for Gaps

  9. Looking for Gaps Looking for Gaps “This adds up to a news industry that is undermanned and unprepared to uncover stories, dig deep into emerging ones or to question information put into its hands.” Pew State of the Media 2015

  10. What the Public Wants What the Public Wants • Images and video • A picture really is worth a thousand words. • Makes it more real • Tell a story visually

  11. How to Tell a Story Visually How to Tell a Story Visually 1. Know what the story is 2. Think visually first – not last 3. A story needs more than one image “How does a picture story differ from a collection of pictures on a topic? A picture story has a theme. Not only are the individual pictures in the story about one subject, but they also help to support one central point” (Photojournalism: The Professionals’ Approach, 6th ed)

  12. How to Tell a Story Visually How to Tell a Story Visually 4. Sometimes a visual story needs illustrations, charts or graphs, maps, diagrams. 5. Use the visuals to show more than was told in the text of the story – extend and enhance their experience with the visuals.

  13. Create Original Images Create Original Images https://www.proactivereport.com/sm/5-image-editor-apps-for-visual-content/

  14. Content hub/Online newsroom Content hub/Online newsroom

  15. Content Hub/Online Newsroom Content Hub/Online Newsroom • 97 percent of survey participants agreed that it is crucial for a company to have an online newsroom. • More than half of the journalists admitted that they visit corporate online newsrooms once a month, and 45 percent stated that they visit at least once a week. • Approximately 85 percent of journalists said they visit online newsrooms of small, medium and large-sized companies, compared to 8 percent who visit only large companies.

  16. Smartphone Reporting Smartphone Reporting

  17. Inc 500 Newsrooms Inc 500 Newsrooms

  18. It is vital vital to have a newsroom with all the features the media expect to find and to have it mobile- friendly so all your content – news releases, images, videos, articles, experts - show up in search on a mobile device.

  19. Measurement Measurement Now that you can measure everything, you should. It’s an essential PR skill. There are many tools to help you measure your content effectiveness Sneak Peek: Introducing the Google Analytics PR Measurement Dashboard

  20. Social Traffic Social Traffic

  21. We received a big spike in downloads of our 2015 Media Trends Report last week. If we did not know how to track and measure results we’d have had no clue as to what caused that sudden flood of interest in our content. GA showed us that the traffic came via YouTube – specifically from the video of the webinar about the report. The fact that we used a tracking link in that video allowed us to see where that traffic came from. A little detective work and we discovered that an influencer had posted a status update about the video on LinkedIn.

  22. Dashboard Widgets Dashboard Widgets Social Sessions Page Shared in Social % New Sessions by Source Highest Traffic Pages Where New Visitors Came From Last Month Overall bounce rate Realtime % New Visitors Who is visiting now/ from where Outcomes by page Realtime outcomes Real-time bounce rate

  23. Find out more about this Dashboard on the #measurepr Twitter chat August 11th at 9 am Pacific 12 noon Eastern. Webinar for a full demo of how to use the free Dashboard August 18th. 10am P 1 pm E

  24. Get a complimentary evaluation of your current newsroom and a demo of how the PRESSfeed newsroom works and what it could do for your mobile visibility and media relations. http://www.press-feed.com/services/demo.php http://www.press-feed.com/services/demo.php

  25. Questions? Questions? sally@press-feed.com sally@press-feed.com @sallyfalkow @sallyfalkow www.press-feed.com www.press-feed.com

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