Does the news release still matter stuart bruce

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?

?


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


Almost 100 years later – February 27, 2006


May 23, 2006 – open source template


SMNRs not a panacea for c**p press releases


Good news releases

NEWS

FACTS

TRUTH

ZERO SPIN AND MARKETING BULLS**T


EC = MCEvery Company is a Media Company

Source: Tom Foremski


Benefits of a social media newsroom

PUBLISH CURATE SHARE

USE FILTER SEARCH

MULTIMEDIA FAST FACTS

TIME SEO SEARCH


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


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


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

STAKEHOLDERS WHAT IS NEWS

LINKS SHARE

FREQUENT SEARCH


Social media newsrooms

WHAT’S NEXT?


Storify


Google+ and Author Rank

Uses Google+ to assign a value to the credibility of an individual author on a topic. Individuals not organisations.


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


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


Pinterest

• Third highest source of referral traffic

Does the news release still matter stuart bruce

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