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Be a media mogul
Morgan Lyons
Assistant Vice President, External Relations
Dallas Area Rapid Transit
Dallas, TX
You too can be Charles Foster Kane
• News habits keep changing
– Newspaper circulation, cable news still falling
– Local TV news up
– $50.7 billion spent on digital ads, up 18% from 2013
You should be in the news business
• Customers are searching for content
• Media outlets broader, thinner
• Technology lowering the barriers to entry
DART Daily & brand journalism
• Go directly to the public, customers, employees and media
• Use digital tools to reach all targets simultaneously
• One message, one voice, more clarity, more impact
DART Daily & brand journalism
● Break DART news
● Establish trust, balance content
● Media relations support with single source of truth
● Layer social media channels for added exposure
DART Daily & brand journalism
•Content is King!
DART Daily & brand journalism
DART Daily & brand journalism
Doing brand journalism
• Free media isn’t free; it’s earned, and maybe owned
• Content marketplace will continue evolving
• Brand journalism can be disruptive in your local media ecology (and that’s a good thing)
Be a media mogul
Thanks for listening!
Morgan Lyons
Dallas Area Rapid Transit
Dallas, TX
