PRSA International Conference 2016 Presentation: The Digital Newsroom and Mastering the Art of Storytelling
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This presentation looks at ways PR and marketing professionals can get ahead with the media community leveraging state-of-the-art technology.
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PRSA International Conference 2016 Presentation: The Digital Newsroom and Mastering the Art of Storytelling
- 1. Mastering the Art of Storytelling Stephen Loudermilk Managing Partner PR Plus International Twitter: @LoudyOutLoud Oct. 25, 2016
- 2. The digital newsroom today and tomorrow Use cases: UPS and Vanderbilt University The art of storytelling and creating engaging content More about PRSA’s Tech Section
- 3. Photography Editing Writing Web Design Storytelling Build it like a journalist’s newsroom
- 4. …From the days of typewriting, making phone calls and filing stories in print …To real-time multimedia newsrooms where news agencies need to file stories 24x7 Source: CisionSource: Cyberalert.com
- 5. 1. 98% of the journalists say they are online at least once a day to check email. 2. 15 hours a week are spent by journalists reading and sending email. 3. 76% of reporters go online to find new sources and experts. 4. 53% of journalists use email to receive story pitches. This is more than double the percent (25%) who used email to receive story pitches in 1995. 5. 81% of reporters go online daily to do searching. 6. 92% of journalists go online as part of their story research. A growing portion of journalists use corporate Web sites to obtain information. 7. 46% of magazine editors favor receiving digital images. 8. 61% of newspaper editors prefer to receive digital photos or other images. 9. About a third of all broadcasters welcome receiving audio files from Web sites. 10. 26% prefer slides. Source: Institute for Public Relations
- 6. Source: PRESSFeed Online Newsroom & Media Relations Report
- 7. Automation for distribution of critical resources Responsive design and user experience optimized for all platforms Multimedia (Multimedia galleries, videos, digital press kits) Social media integration (from social bookmarking to sharing tools) Build in reporting and analytics tools (page views, unique visits, geographic location, devices used to access your site, IP tracking) Crisis management (real time updates, crisis feature) Password protection (embargoed or non-public data) Interactive financial displays (share price display)
- 8. Case study Clear homepage with featured news Media statement
- 10. Create • Keeping content fresh is key Engage • Seed content through social, e-mail and paid distribution Optimize • Examining data and figuring out what content to create next
- 11. Takeaway: Leverage these tools in your newsroom to speak with journalists at their level Social Media Big Data/SEO Blogging
- 12. Use data and numbers to shed insights on key news trends Helps define audiences, successful hashtags and adjust messaging on the fly Journalists are suckers for qualitative data/stories rich with numbers that foreshadow trends in the market
- 13. More than 300 members Three newsletters a year Strong executive committee section 3 webinars and brown bags per year Strong social media presence
- 14. For more information: Stephen Loudermilk Managing Partner PR Plus International 678-333-4377 steveloudy1@gmail.com Twitter: @LoudyOutLoud LinkedIn: https://www.linkedin.com/in/sloudermilk