Digital Media and Today's Press Release

8/7/2019 Digital Media and Today's Press Release

http://slidepdf.com/reader/full/digital-media-and-todays-press-release 1/52

Digital Media

& Today’s News ReleaseAligning Your News Release Strategies & Tacticswith Today’s New(s) Realities

Presented By:Malayna Williams

Managing Partner, PWR New Media



Acronyms Run Amuck

EPK , IPK, MNR, NMR, SMR, SMNR, Lions, Tigers, and Bears! Oh My!



What’s Changed?

News creation and consumption has moved on-line. Journalists have less

time to do more work. They need easy-access to versatile digital assets.

In addition, the blogosphere has expanded so there are new outlets for your

story.

Finally, as news consumption has gone on-line,there are new ways for consumers, prospects

and customers to find out about your brand,

and run across your releases, on-line.

What does it all mean?



Three Target Audiences

It means your news release, done right, can now effectively reach

traditional media, new media and consumers.



Let’s Break It Down

First, let's go to familiar ground...



Give Journalists What They Want!

PR professionals can take advantage of these

trends by successfully aligning strategies andtactics with this new(s) reality. The best way to do

it?

Follow the News Release Golden Rule: give

journalists what they want, how they want it.Make their jobs easier and you’ll improve your

pick-up.

But, what do they want?



Their Jobs Are Shifting On-Line

Seventy-seven percent of our respondents now have on-line responsibilities

(blogs, on-line magazines, websites, etc.) in addition to their traditional duties.(That’s up from 63% in last year’s survey).

77% said they now

contribute to blog

or other online site



Email Rules!

As in the past, an overwhelming majority, 87%, said email is the way

they want to receive releases. On-line newsrooms came in at a verydistant second place with 3.5% and wire service and fax both earned 0%

and social media just under 1%.



A Majority “Never” Get Releases via Wire…

Asked how they usually receive News Releases, most said email but

they “sometimes” also get releases via regular mail, in person delivery,and on-line newsrooms. A majority of respondents said they “never”

get releases via fax, RSS feed or traditional wire services.



They Want CONTENT!

To find out what assets they want to receive with releases, we asked how

important “easy access” to various elements was to them. This year, accessvia link to relevant background, bios and supporting info was the most

important with 91% saying that was (very) important. Access to high res

images (87%) and release verbiage they could easily cut and paste (76%)

were also (very) important.



79% Say Easy-Access to Images Increases Pick-up!

Asked if they were “more likely to cover a story” if a release included easy-

access to usable images, a vast majority said yes.



Include High and Low Res Images



Include Easily Transferable Image Embed Codes



Transferable Image Players Make Great Online Content



Demand For Video Is Growing



Creative, Usable Content Entices Coverage



Research Happens On-Line

Finally, we learned that journalists are using a variety of resources to

research stories: search and emailed electronic press kits rank most useful.



And On-Line Is Now Mobile

With the surge in smart phone usage, this year we wanted to find out

what devices they were using for research and to receive releases.Predictably, over 97% said computers but many were also on smart phones

(20%), handhelds (12%) and iPads (9%).



And Social

We also wanted to learn more about what Social Media sites they were

taking advantage of and learned that a majority used Facebook and Twitter(a big increase from last year). LinkedIn also scored well with 47%.



So, They Want…

The best way to reach traditional journalists is

to send email and give them easy access todigital and multi-media assets.



• Reach journalists where they work by delivering

releases directly to their inboxes.

• Add easy-to-access downloadable images and

logos in galleries (so they can view pre-click).

• Add links to background information, bios, and

fact sheets.

• Add links to related websites.

• Include video and audio (w/ embed code).

• Offer quick access to contacts with visible contact

info.

• Use e-marketing techniques to make your story

more targeted, personalized and beat/region

appropriate.

Tips On Maximizing Coverage With Traditional Media



Now, let's look at New Media…

Bloggers & Other On-Line ContentCreators Have Significantly Altered The

Media Landscape



Give Bloggers Access To Multi-Media, Shareable Assets



Incorporate Blogs& Other Transferable Assets



Give Bloggers Access To Multi-Media, Shareable Assets



• Target wisely and get permission from bloggersprior to sending.

• Send digital releases loaded with multi-media

components.

• Add embed codes to video and audio so they can

be easily grabbed for use.

• Add social media bookmarks so recipients can

share and rank.

• Add Sphere links so recipients can see related

web content.

• Keep your writing spin free and the release well

organized.

Tips On Maximizing Pick-Up With New Media



Lastly, let’s look at the consumer target…

The Internet Has Involved TheConsumer Like Never Before



Your News Releases Can Reach Consumers(Whether You Plan On It Or Not)



Outbound Vs. Inbound Tactics

If you’re trying to share news with the main-stream media, bloggers and

consumers, there are a few ways to reach them:

INBOUND: they find you

INBOUNDSYNDICATION:

You can maximize the

on-line presence of your story

through search engine

optimization and web-portalsyndication and hope they

find you on-line.

OUTBOUNDPICK-UP:

You can share your news

with targeted journalists in an

effort to get traditional

and/or on-line exposurethrough coverage in print,

broadcast, and on-line

outlets.

OUTBOUND: you find them

YOUR STORY



Inbound Tactics Deliver Syndication

“Inbound” news release tactics can help you get

your news “syndicated,” i.e. picked up by webportals and search engines to spread across the

web. This means peoplejournalists, bloggers and

consumerswho are researching on-line are more

likely to find your news.

http://images.google.com/imgres?imgurl=http://profy.com/wp-content/blogs.dir/1/images/aleslie/askcom.jpg&imgrefurl=http://profy.com/2008/06/18/ask-swipes-at-google/&usg=__L80bEhvgjVAZbaBVOW7QnuJb4EE=&h=349&w=526&sz=63&hl=en&start=27&sig2=veFMvT-hW_YHgwgV8dVp8g&um=1&tbnid=2_TtWV1LJShPzM:&tbnh=88&tbnw=132&prev=/images%3Fq%3Dask%2Bjeeves%2Bnews%2Blogo%26ndsp%3D18%26hl%3Den%26rls%3Dcom.microsoft:*:IE-SearchBox%26rlz%3D1I7DKUS%26sa%3DN%26start%3D18%26um%3D1&ei=OJIpSrmDDYLCMq3JvOcJ

http://www.google.com/imgres?imgurl=http://pulse2.com/wp-content/uploads/2006/10/googlenews_logo.png&imgrefurl=http://putu.us/hollywood-beauties/hilary-duff-opening-ceremony-for-2009-aids-walk-in-new-york-city-may-17/&usg=__2_A8682FnKGLG_2BRhB0Aag1fAA=&h=84&w=208&sz=9&hl=en&start=4&sig2=hzcT0Z2MBN2etj7SDe605A&tbnid=kIGBHJ3m0FBdKM:&tbnh=42&tbnw=105&prev=/images%3Fq%3Dgoogle%2Bnews%2Blogo%26hl%3Den&ei=91csSv_rN4_YMbn8zdgJ

http://blog.searchenginewatch.com/blog/img/yahoo_finance_logo.jpg

http://images.google.com/imgres?imgurl=http://www.theoriginalpinkbox.com/images/logo_pressenterprise.gif&imgrefurl=http://www.theoriginalpinkbox.com/links.html&usg=__gmfAOo289gjKYW87KqHw7wamOAU=&h=70&w=183&sz=4&hl=en&start=3&sig2=A_Rzjho1_dluCkNio22JqA&um=1&tbnid=WbqIrwcH7_E44M:&tbnh=39&tbnw=102&prev=/images%3Fq%3Dthe%2Bpress%2Benterprise%2Blogo%26hl%3Den%26rls%3Dcom.microsoft:*:IE-SearchBox%26rlz%3D1I7DKUS%26um%3D1&ei=HpMpSvSiL4GUMrftxcQJ

http://images.google.com/imgres?imgurl=http://www.africatower.com/africa_logo.jpg&imgrefurl=http://www.africatower.com/&usg=__7RYSYjm4WzRXrSYsicNaecjJPEo=&h=83&w=346&sz=18&hl=en&start=1&sig2=RmbSlBIyc5qiviyj5vDkWA&um=1&tbnid=IcslgQAU03TWKM:&tbnh=29&tbnw=120&prev=/images%3Fq%3Dafricatower%2Blogo%26hl%3Den%26rls%3Dcom.microsoft:*:IE-SearchBox%26rlz%3D1I7DKUS%26um%3D1&ei=-5IpSvWYHaLEMqvKjdwJ

http://images.google.com/imgres?imgurl=http://www.filmmovement.com/images/reviews/NewsBlaze_logo.bmp&imgrefurl=http://www.filmmovement.com/filmcatalog/index.asp%3FMerchandiseID%3D163&usg=__xA5Ff5YSk-7VWnylJbXsFcY4kZs=&h=52&w=244&sz=38&hl=en&start=2&sig2=BnvrtgQ6KfUC8IHJPWxAwQ&um=1&tbnid=IMU_GZAgOtK0LM:&tbnh=23&tbnw=110&prev=/images%3Fq%3Dnewsblaze%2Blogo%26hl%3Den%26rls%3Dcom.microsoft:*:IE-SearchBox%26rlz%3D1I7DKUS%26um%3D1&ei=wJIpSpiiBpSmM4nZydAJ

http://images.google.com/imgres?imgurl=http://static.guim.co.uk/sys-images/Media/Pix/pictures/2006/11/27/excite_uk_logo128.jpg&imgrefurl=http://www.guardian.co.uk/media/2006/nov/28/newmedia&usg=__Eo9MT_6iXIirsueDv5jgnj5mGSg=&h=128&w=128&sz=4&hl=en&start=2&sig2=zKq0zNmMpiMOO7BpyKw1Zw&um=1&tbnid=7RSQDQOpFSNqkM:&tbnh=91&tbnw=91&prev=/images%3Fq%3Dexcite%2Buk%2Blogo%26hl%3Den%26rls%3Dcom.microsoft:*:IE-SearchBox%26rlz%3D1I7DKUS%26um%3D1&ei=YJIpStDPGI7IMqOvwecJ



How Syndication Looks

RELEASED PUBLISHED

This news release was picked-up and republished in full on the web

to perhaps be found by searchers as this…



Outbound Tactics Deliver Pick-up

“Outbound” efforts are an attempt to get journalists

to write about your brand by sending them yournews release or story idea directly, hopefully

resulting in traditional and on-line “pick-up” in print,

broadcast and on the web.

http://images.google.com/imgres?imgurl=http://www.directsource-network.com/uploads/CNN_LOGO.jpg&imgrefurl=http://www.directsource-network.com/news_forum.html&usg=__1DIlI2y8FV_3u9DVs1rmjh3R1ns=&h=388&w=800&sz=85&hl=en&start=4&sig2=ruCBzbnen3MWO-bDCFD5dw&um=1&tbnid=Bgep5tih2SSvZM:&tbnh=69&tbnw=143&prev=/images%3Fq%3Dcnnlogo%26hl%3Den%26rls%3Dcom.microsoft:*:IE-SearchBox%26rlz%3D1I7DKUS%26um%3D1&ei=_FwkSvPmCaW-NPP_sYIF

http://images.google.com/imgres?imgurl=http://www.ruggedelegantliving.com/a/images/Oprah.show.logo.jpg&imgrefurl=http://www.ruggedelegantliving.com/a/003454.html&usg=__RdPe_Vr0yDmnUJwZS_u5FLiMfGo=&h=149&w=254&sz=5&hl=en&start=8&sig2=UzgFIwkkLFtJoPuytuQx7g&um=1&tbnid=wcQZfiVfSYq1bM:&tbnh=65&tbnw=111&prev=/images%3Fq%3Doparah%2Bshow%2Blogo%26hl%3Den%26rls%3Dcom.microsoft:*:IE-SearchBox%26rlz%3D1I7DKUS%26um%3D1&ei=1FwkSrKOEKTwMobk6IEF

http://images.google.com/imgres?imgurl=http://www.mjbovo.com/About/About-RedbookLogo.gif&imgrefurl=http://www.mjbovo.com/About/Interviews.htm&usg=__uO2baHZaSLExLwI8YrHgvJ6RIZ8=&h=63&w=243&sz=2&hl=en&start=8&sig2=_SLkwBpCPcgBUK_VwNCMLg&um=1&tbnid=pioEuxj-WXfiGM:&tbnh=29&tbnw=110&prev=/images%3Fq%3Dredbook%2Blogo%26hl%3Den%26rls%3Dcom.microsoft:*:IE-SearchBox%26rlz%3D1I7DKUS%26um%3D1&ei=uFwkSu2QKIvOMszl5IwF

http://images.google.com/imgres?imgurl=http://img.nextag.com/imagefiles/about/time_logo.gif&imgrefurl=http://www.nextag.com/serv/main/about/news.jsp&usg=__sjLKGxkvd9Otuym-veGVUwRIK9Y=&h=86&w=214&sz=6&hl=en&start=3&sig2=S8nU9wuWutKT57hYL8Zw4g&um=1&tbnid=EsEuA7LadQb6HM:&tbnh=43&tbnw=106&prev=/images%3Fq%3Dtime%2Bmagazine%2Blogo%26hl%3Den%26rls%3Dcom.microsoft:*:IE-SearchBox%26rlz%3D1I7DKUS%26um%3D1&ei=X1wkSqyHH5u8M5jgqIYF

http://images.google.com/imgres?imgurl=http://msa4.files.wordpress.com/2008/12/fox-news-logo.jpg&imgrefurl=http://soniahamid21.wordpress.com/category/faux-news/&usg=__ruDtQNcCbTL4D5qEqlFylAhqPwo=&h=451&w=478&sz=85&hl=en&start=18&sig2=I7maGJ0cx52QyAdEiw4UWg&um=1&tbnid=anbU3RlyoPUGLM:&tbnh=122&tbnw=129&prev=/images%3Fq%3Dmedia%2Boutlet%2Blogos%26hl%3Den%26rls%3Dcom.microsoft:*:IE-SearchBox%26rlz%3D1I7DKUS%26sa%3DN%26um%3D1&ei=H1wkSu60IZLaMbLo3YEF



How Pick-Up Looks

This news release was received by a journalist, who then wrote this story,

which highlights the company who sent the release…

RELEASED PUBLISHED



Five Ways To Maximize Syndication

Here are five tips to help make your syndication efforts

perform…

1. Use small traditional “wire” distribution

2. Search Engine Optimize your release

3. Write out key URLs in full.

Ex. www.pwrnewmedia.com/mock-up.html 4. Keep it short and well worded

5. Use formatting sparingly

Ideally, you should integrate yourinbound and outbound efforts

to maximizing your coverage!

http://www.pwrnewmedia.com/mock-up.html






Tips On Creating Consumer Appropriate Releases

• Make sure your digital release matches marketing

initiatives so viewers get a positive impression of

your brand.

• Search engine optimize your release so that it is

easier to find through search engines via small

wire distribution (and follow our 5 tips).• Add social media bookmarks so consumers can

easily share and/or archive your information.

• Good writing is always important but even more

so when your release might be read by

consumers.

• Be creative. Consider adding potentially viral

elements such as video, interactive games, or

even a blog component



So How Do You Get Visibility In All These PlacesWith A Single Release?

•Newspapers

•Magazines

•Trade Publications

•Television

•Radio•Internet

•Blogs

•Vlogs

•Online News Sites

•Online Magazines•Social Media Sites

•News Aggregators

•Search Engines



Highly brandeddesign looks

good in all browsers

Sphere link givesrelated content on

the web

Social mediabookmarks allow

journalists to

archive and share

Gallery of unlimited

downloadable highresolutions images

Unlimited textusing keywords and

meta tags forSearch Engine

Optimization

Journalists candownload or grabthe embed code

for audio and video

Contact informationwith e-mail links

Release, with lessformatting,

put on small wiredistribution with URLlink to digital version

Unlimited links,including fact sheets,bios, websites

and more

Social mediafootprints invite

recipients to join you

Reaching 3 Audiences with 1 Release



12 Things To Know About Email(Tactical Tip Time)

http://www.pwrnewmedia.com/presentations/2009/pres_mktng90319/pages/whyemail_b.html





Avoid Excessive Capitalization



Preview Pane View Counts



So… Avoid Buttons!



Keep From & Subject LinesHonest, Clear & Concise

Jane Doe

AAOS

American Academy of Orthopaedic Surgeons

John’s PR Firm

News Release

Scoliosis Test Information

School screening critical for getting pre-teens with scoliosis early treatment

Scoliosis should make grade in school



Target Wisely



Send Times Make A Difference



Avoid Spammy Words

FREE

100% Free

50% Off

Anything with “Sex”

Discount

Act Now



Mimic Your Branding (Not Theirs!)



Include Web & Mobile Links



CAN-SPAM = Good Manners

Most important rule is to make sure people can easily opt-out of future

sends and that their opt-out requests are honored quickly andconsistently.



E-Marketing Practices Can Deliver



Pay Attention To Metrics(They Should Grow!)



No Attachments

“Do not ever ever, ever send

releases by attachment”

“No large files or attachments”



Thanks For Your Attention…Get In Touch Anytime

For information on New Media Releases, questions about

today’s webinar, thoughts on digital PR, or just to share a good

joke… feel free to get in touch!Click here for more info on the

survey. And don’t forget to fill our your survey from PRSA!

Malayna WilliamsPhone: 312.924.4224

Email: [email protected]

Website: www.pwrnewmedia.com

Blog: releaseit.pwrnewmedia.com

Find and follow us on Facebook and Twitter

http://www.pwrnewmedia.com/2011/powerlines/february/index.html

mailto:[email protected]

http://www.pwrnewmedia.com/

http://www.releaseit.pwrnewmedia.com/

http://www.facebook.com/pages/PWR-New-Media/16129186449

http://twitter.com/pwrnewmedia

http://twitter.com/pwrnewmedia

http://www.facebook.com/pages/PWR-New-Media/16129186449

http://www.releaseit.pwrnewmedia.com/

http://www.pwrnewmedia.com/

mailto:[email protected]

http://www.pwrnewmedia.com/2011/powerlines/february/index.html

Digital Media and Today's Press Release

Documents