social summer 10 social media newsrooms

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:


Do you know this man?

?


A ‘founding father’ of public relations

Ivy Lee


World’s first press release


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


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."


100 years later – February 27, 2006


May 23, 2006 – open source template


SMNRs not a panacea for c**p press releases


Principles of a good news release

• It’s NEWS stupid• Facts• Truth• Zero tolerance of spin and marketing bulls**t


EC = MCEvery Company

is a Media CompanySource: Tom Foremski


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


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





Social Sharing

Email Sharing



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





Social Sharing

Email Sharing



INTRODUCTORY PARAGRAPH• Tell the whole story• Who, why, what, when, where, how

• Might be all people ever see





Social Sharing

Email Sharing



BODY COPY• Bullet points or prose• Proper prose for me everytime• Write well – spelling, grammar• Good writing still matters





Social Sharing

Email Sharing



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





Social Sharing

Email Sharing



CREATIVE COMMONS LICENCE• Some companies still carry dire warnings “for media use only”

• Type of online ‘copyright’ release





Social Sharing

Email Sharing




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 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






Calendar


CONTENT SHARING• Photos - Flickr / Picassa• Video - YouTube / Vimeo• Documents – Scribd / Edocr• Presentations – SlideShare / Prezi

• Audio – iTunes / Audioboo






Calendar



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


Build it and they will come…

… in your dreams!


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


Opel


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


HSBC


Cisco


Nyenrode New Business School


PressPage case study


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 [email protected] stuartbruce | Skype stuartbruceprBlog www.stuartbruce.bizConsultancy www.stuartbruce.eu

http://www.stuartbruce.biz/

http://www.stuartbruce.eu/

social summer 10 social media newsrooms

Technology

social media newsrooms

media company

media filter

good news

seocreative contacts

seecreative contacts

ivy leeissued press

multimedia content