social summer 10 social media newsrooms
Post on 13-May-2015
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STUART BRUCECorporate communications, public affairs, public relations and social media
SOCIAL MEDIA NEWSROOMSCHARTERED INSTITUTE OF PUBLIC RELATIONSSOCIAL SUMMER
TWEET USING #CIPRsm and @stuartbruce
#CIPRsm @stuartbruce www.stuartbruce.biz
Why the heck should I listen to Stuart?• Started in public relations in 1989, but still no grey hairs
• Did UK’s first social media news release in 2006 – maybe!
• Built world’s first multi-language social media newsroom – probably!
• Created social media newsrooms and provided modernised media relations counsel to lots of companies including:
#CIPRsm @stuartbruce www.stuartbruce.biz
Do you know this man?
?
#CIPRsm @stuartbruce www.stuartbruce.biz
A ‘founding father’ of public relations
Ivy Lee
#CIPRsm @stuartbruce www.stuartbruce.biz
World’s first press release
#CIPRsm @stuartbruce www.stuartbruce.biz
World’s first press release• Atlantic City train crash – 53 killed
• On October 26, 1906 Ivy Lee issued press release on behalf of Pennsylvania Railroad company
• The New York Times printed it word for word on October 30, 1906
#CIPRsm @stuartbruce www.stuartbruce.biz
Declaration of principles
"This is not a secret press bureau. All our work is done in the open. We aim to supply news. This is not an advertising agency. If you think any of our matter ought properly to go to your
business office, do not use it. Our matter is accurate. Further details on any subject treated will be supplied promptly, and any editor will be assisted most carefully in verifying directly any statement of fact. ... In brief, our plan is frankly, and openly, on behalf of business concerns and
public institutions, to supply the press and public of the United States prompt and accurate
information concerning subjects which it is of value and interest to the public to know about."
#CIPRsm @stuartbruce www.stuartbruce.biz
100 years later – February 27, 2006
#CIPRsm @stuartbruce www.stuartbruce.biz
May 23, 2006 – open source template
#CIPRsm @stuartbruce www.stuartbruce.biz
SMNRs not a panacea for c**p press releases
#CIPRsm @stuartbruce www.stuartbruce.biz
Principles of a good news release
• It’s NEWS stupid• Facts• Truth• Zero tolerance of spin and marketing bulls**t
#CIPRsm @stuartbruce www.stuartbruce.biz
EC = MCEvery Company
is a Media CompanySource: Tom Foremski
#CIPRsm @stuartbruce www.stuartbruce.biz
Some benefits of a social media newsroom• Publish your own content• Curate other relevant content• Make it easy to share and re-publish your content• Reach audiences directly without media filter• Enable journalists/bloggers to access facts more easily
• Publish multimedia content and graphics• Reduce calls to press office• Helps more journalists use more accurate information
• Fast and easy to publish content directly• even from a mobile!
• Search - SEO• … and SEO again
#CIPRsm @stuartbruce www.stuartbruce.biz
Elements of a social media news release
Headline Intro Body Anchor Text
Quotes Extra Facts Multimedia Infographics
Social Sharing
Email Sharing
Social Bookmarking Links
Creative Commons Contacts
#CIPRsm @stuartbruce www.stuartbruce.biz
Elements of a social media news release
Headline Intro Body Anchor Text
Quotes Extra Facts Multimedia Infographics
Social Sharing
Email Sharing
Social Bookmarking Links
Creative Commons Contacts
HEADLINES• Write for both search engines and real people
• 90-120 characters in length• Keywords nearer to start of headline
• Email subject line or Twitter• Might be all people ever see
#CIPRsm @stuartbruce www.stuartbruce.biz
Elements of a social media news release
Headline Intro Body Anchor Text
Quotes Extra Facts Multimedia Infographics
Social Sharing
Email Sharing
Social Bookmarking Links
Creative Commons Contacts
INTRODUCTORY PARAGRAPH• Tell the whole story• Who, why, what, when, where, how
• Might be all people ever see
#CIPRsm @stuartbruce www.stuartbruce.biz
Elements of a social media news release
Headline Intro Body Anchor Text
Quotes Extra Facts Multimedia Infographics
Social Sharing
Email Sharing
Social Bookmarking Links
Creative Commons Contacts
BODY COPY• Bullet points or prose• Proper prose for me everytime• Write well – spelling, grammar• Good writing still matters
#CIPRsm @stuartbruce www.stuartbruce.biz
Elements of a social media news release
Headline Intro Body Anchor Text
Quotes Extra Facts Multimedia Infographics
Social Sharing
Email Sharing
Social Bookmarking Links
Creative Commons Contacts
ANCHOR TEXT LINKS• Keywords or phrases are linked to another page on the internet
• Link must be very specific e.g. “sharpest mobile screen” to page about screen, not just the mobile
• Provides people with access to more information and good for SEO
#CIPRsm @stuartbruce www.stuartbruce.biz
Elements of a social media news release
Headline Intro Body Anchor Text
Quotes Extra Facts Multimedia Infographics
Social Sharing
Email Sharing
Social Bookmarking Links
Creative Commons Contacts
CREATIVE COMMONS LICENCE• Some companies still carry dire warnings “for media use only”
• Type of online ‘copyright’ release
#CIPRsm @stuartbruce www.stuartbruce.biz
Elements of a social media news release
Headline Intro Body Anchor Text
Quotes Extra Facts Multimedia Infographics
Social Sharing
Email Sharing
Social Bookmarking Links
Creative Commons Contacts
#CIPRsm @stuartbruce www.stuartbruce.biz
Elements of a social media newsroom
RSS Image Gallery Video Gallery
Search Syndicate/link other content Tag Cloud
Coverage Archive Spokespeople Corporate
Calendar
Backgrounders Content Sharing
#CIPRsm @stuartbruce www.stuartbruce.biz
Elements of a social media newsroom
RSS Image Gallery
Video Gallery
Search Syndicate/link other content
Tag Cloud
Coverage Archive
Spokespeople
Corporate Calendar
Backgrounders
Content Sharing
RSS• “The report of my death was an exaggeration” Mark Twain
• Use it on many news apps without realising it
• Help people subscribe to your news
#CIPRsm @stuartbruce www.stuartbruce.biz
Elements of a social media newsroom
RSS Image Gallery Video Gallery
Search Syndicate/link other content Tag Cloud
Coverage Archive Spokespeople Corporate
Calendar
Backgrounders Content Sharing
CONTENT SHARING• Photos - Flickr / Picassa• Video - YouTube / Vimeo• Documents – Scribd / Edocr• Presentations – SlideShare / Prezi
• Audio – iTunes / Audioboo
#CIPRsm @stuartbruce www.stuartbruce.biz
Elements of a social media newsroom
RSS Image Gallery Video Gallery
Search Syndicate/link other content Tag Cloud
Coverage Archive Spokespeople Corporate
Calendar
Backgrounders Content Sharing
#CIPRsm @stuartbruce www.stuartbruce.biz
Building a social media newsroom
• Build your own using open source CMS:
• Use a commercial white label system e.g.:
• Build your own using commercial/proprietary CMS
#CIPRsm @stuartbruce www.stuartbruce.biz
Build it and they will come…
… in your dreams!
#CIPRsm @stuartbruce www.stuartbruce.biz
Using a social media newsroom
• Think of all stakeholders, not just journalists• News is different things to different people• No need to broadcast your whole news release – send the NEWS and a link
• Share news via email, Twitter, Google+, Facebook or commercial newswire services – be sensitive to your audience
• Frequent updates• Always think of SEO, but write to captivate humans
#CIPRsm @stuartbruce www.stuartbruce.biz
Opel
#CIPRsm @stuartbruce www.stuartbruce.biz
First Direct
• First major ‘social web’ activity by any UK financial institution
• Unique visitors up from less than 10 to 2,300+ a week
• Won numerous awards
#CIPRsm @stuartbruce www.stuartbruce.biz
HSBC
#CIPRsm @stuartbruce www.stuartbruce.biz
Cisco
#CIPRsm @stuartbruce www.stuartbruce.biz
Nyenrode New Business School
#CIPRsm @stuartbruce www.stuartbruce.biz
PressPage case study
#CIPRsm @stuartbruce www.stuartbruce.biz
Summary
• Evolution, not revolution• Do what you do, but better• How you use it matters most• Remember it’s still about what engages your audience, never about marketing spin
• Must be used with modernised media relations:• Understand search• Multimedia content• Interactivity and engagement• Shared, open and transparent
STUART BRUCE+44 20 3239 1093 | + 44 7852 135456stuart@stuartbruce.bizTwitter stuartbruce | Skype stuartbruceprBlog www.stuartbruce.bizConsultancy www.stuartbruce.eu
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