Mastering the Art of Storytelling

Stephen Loudermilk Managing Partner PR Plus International Twitter: @LoudyOutLoud Oct. 25, 2016

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

Photography

Editing

Writing

Web Design Storytelling

Build it like a journalist’s newsroom

…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: Cision Source: Cyberalert.com

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

Source: PRESSFeed Online Newsroom & Media Relations Report

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)

Case study Clear homepage with featured news

Media statement

Make the content in

your newsroom

easily accessible

and feature-

rich!

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

Takeaway: Leverage these tools in your

newsroom to speak with journalists at their

level

Social

Media

Big

Data/SEO

Blogging

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

More than 300 members

Three newsletters a year

Strong executive committee section

3 webinars and brown bags per year

Strong social media presence

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