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STUART BRUCEDigital corporate communications and online public relation consultancy and training
DOES THE NEWS RELEASE STILL MATTER?
@stuartbruce
#CIPRsm @stuartbruce www.stuartbruce.eu
Do you know this man?
?
#CIPRsm @stuartbruce www.stuartbruce.eu
A ‘founding father’ of public relations
Ivy Lee
#CIPRsm @stuartbruce www.stuartbruce.eu
World’s first press release
#CIPRsm @stuartbruce www.stuartbruce.eu
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.eu
Almost 100 years later – February 27, 2006
#CIPRsm @stuartbruce www.stuartbruce.eu
May 23, 2006 – open source template
#CIPRsm @stuartbruce www.stuartbruce.eu
SMNRs not a panacea for c**p press releases
#CIPRsm @stuartbruce www.stuartbruce.eu
Good news releases
NEWS
FACTS
TRUTH
ZERO SPIN AND MARKETING BULLS**T
#CIPRsm @stuartbruce www.stuartbruce.eu
EC = MCEvery Company is a Media Company
Source: Tom Foremski
#CIPRsm @stuartbruce www.stuartbruce.eu
Benefits of a social media newsroom
PUBLISH CURATE SHARE
USE FILTER SEARCH
MULTIMEDIA FAST FACTS
TIME SEO SEARCH
#CIPRsm @stuartbruce www.stuartbruce.eu
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.eu
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.eu
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.eu
Build it and they will come…
… in your dreams!
#CIPRsm @stuartbruce www.stuartbruce.eu
Using a social media newsroom
STAKEHOLDERS WHAT IS NEWS
LINKS SHARE
FREQUENT SEARCH
#CIPRsm @stuartbruce www.stuartbruce.eu
Social media newsrooms
WHAT’S NEXT?
#CIPRsm @stuartbruce www.stuartbruce.eu
Storify
#CIPRsm @stuartbruce www.stuartbruce.eu
Google+ and Author Rank
Uses Google+ to assign a value to the credibility of an individual author on a topic. Individuals not organisations.
#CIPRsm @stuartbruce www.stuartbruce.eu
Twitter cards
• Attach media experiences to Tweets that link to your content
• Just add simple code to your website• Users who Tweet links to your content will have a "card" added to the Tweet
• Drive traffic to your site and Twitter account through content attribution
#CIPRsm @stuartbruce www.stuartbruce.eu
Google news keywords metatag
meta name=“news_keywords” content=“CIPR, Share This, public
relations, PR, social media”
• Gives publishers some freedom to be more creative in their headlines
• Only works for news publishers that are sources in Google News
#CIPRsm @stuartbruce www.stuartbruce.eu
• Third highest source of referral traffic
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