How to get

noticed by

online media

Susan Daly, Editor

Know your/our online audience

“Hey, could you write an article

about us in your

„online newspaper‟?”

“Will you feature us in your

„blog‟?”

ErM...

Knowing us: What is thejournal.ie?

thejournal.ie - what we learned

… and you should too

If it doesn‟t

work online,

it doesn‟t work.

thejournal.ie - what we learned

… and you should too

If it doesn‟t

work for mobile,

it doesn‟t work.

thejournal.ie - what we learned

… and you should too

If it doesn‟t work

for our 120,000

daily smartphone/

tablet users,

it doesn‟t work.

● Engaging

● Timely

● Social

How do we engage?

Interactivit

y

Comments

User-generated

content - You

own the news

How are we timely?

- What are users doing?

- Where are they doing it?

- What needs do they have?

How are we social?

When in Rome (be native)...

- conversational tone

- responsive/interactive

- shareable content

359,000 178,000

Some takeaways... from us… for you

Our users

lead the

online

conversati

on; and on

social,

they

spread the

word for

us

Some takeaways... from us… for you

Online and

mobile

audiences

love…

online-

friendly

formats.

Ipsos/MRBI

Some takeaways... from us… for you

Online and

mobile

audiences

love to

share…

online-

friendly

formats.

So… what’s YOUR angle for us?

“Hey, could you write an article

about us in your

„online newspaper‟?”

“Will you feature us in your

„blog‟?”

ErM...

Good things to say to online media:

• “Would you like pics/video/infographic/format with that?”

• “We know that TheJournal.ie audience likes X, Y, Z and we

might have an angle for you …”

• “This would appeal to this particular group...”

• “We can send you an embargoed presser…”

• “We have an expert for you for Budget Day/ [insert upcoming

event of choice]...”

Things to avoid...

• Ringing to see if we got that generic press release (we did)

• Calling your video „viral‟ … before anyone sees it (we won‟t)

• Setting up social media presence… then not using it

(previously, the Ryanair rule) - or misusing it

• The office freebie/Twitpic trick

• Confusing crass for class in content

• Negativity (sometimes). Online positivity.

Recap: Have you got content we need?

Engaging

Timely

Social

Mobile-friendly

QUESTIONS? :)

BONUS SLIDE: Crisis communications

Your silence = someone

else takes the

megaphone

● Holding statement

● Fuller statement

● Use your own online

channels

● Social media interaction

● Out-of-hours contact