pressfeed 2013 online newsroom & media relations report

Presented by: Sally Falkow APR, PRESSfeed8th Annual SNCR Research SymposiumNovember 7, 2013, Thomson Reuters Boston Officewww.sncr.org

2013 Online Newsroom & Media Relations Survey

2013 ONLINE NEWSROOM & MEDIA RELATIONS SURVEY

2012

2013

The Rise of Visual Content

“Create unique, compelling content that readers want to share. The days of writing keyword-laden, sales-pitchy blog posts are long gone. Readers want content that informs, inspires, or entertains, and when they love it, they will share it.”

PR Newswire

Businesswire/SEO-PRPR in Search Award

Images in Newsrooms

51% of top 100 brands failed to provide images of sufficient quality in their online newsroom

30% of top 100 brands fail to provide even the most basic of image libraries

Videos in NewsroomsTo yield positive results, newsrooms must be truly “media friendly,” containing resources like high res images, logos, video assets and infographics.

12% of video libraries were closed off to anyone that hadn’t registered as a member of the press.

Use a Search Engine for Researching a Story

Always 47%Most of the time 42%

89%

Text 71%Images 53%Videos 45%

A Note on the Survey Respondents

• 71% of respondents said they optimize the text in releases for search.

• A study of wire services (PR Newswire, Businesswire, Marketwired, PR Web) shows that less than 20% of releases submitted are optimized for search.

Optimizing Multimedia• 45% say they optimize

images and video

• This is not the average

• Very few images and video in corporate newsrooms are correctly optimized for search

Google: Links in Press Releases

• Press releases are regarded as “owned” not “earned” content

• Links are not counted for SEO

• Too many links and Google news will not index the release

• Not in the first 150 words

Link to the Corporate Newsroom

• Make the newsroom the hub of your news content

• Use it to house the assets you want to add to a release.

• Link to that page of the newsroom

Journalists’ Use of Social Media

• Use social media to find stories 59%• Use social media to find sources 56%

How Important is a Company’s Newsroom?

82%

Very important 53%Important 29%

97%

Very Important 60%Important 37%

Important Newsroom Features

Newsroom Features for Journalists

Does Your Newsroom Meet the Needs of Journalists?

Definitely 15%Probably 40%Probably Not 40%Definitely Not 5%

INC 500 (Average 14%)

What do PR Pros Want in a Newsroom?

1. Featured story with images2. Image Gallery3. Video Gallery4. Integrated with a wire service5. Able to make media lists and email reporters6. Automatic syndication of headlines to social channels7. Syndication feed to media sites and blogs8. Search Engine Optimization built in9. Easy-to-use content management system PR can control10.Analytics to track results