A Day in the (Online) Life of a Humble Press Release
A Day in the (Online) Life of a Humble Press Release
Lori Packer
University of Rochester
HighEdWeb 2008
Lori Packer
University of Rochester
HighEdWeb 2008
About the U of RAbout the U of R
Research university
4,800 undergraduates
Research university
4,800 undergraduates
Six schools, Med Center
VERY decentralized
Six schools, Med Center
VERY decentralized
About Public Relations at U of RAbout Public Relations at U of R
• Each school has its own PR office
• “University Communications” covers the College and central administration
• There are 29 of us:• Publications
• Periodicals
• Media Relations – including six publicists
• Each school has its own PR office
• “University Communications” covers the College and central administration
• There are 29 of us:• Publications
• Periodicals
• Media Relations – including six publicists
About MeAbout Me
“What is a Web Editor anyway?”
“Can you put this on the Web?”
“She does our Web stuff.”
“Can you talk to IT about this? You speak the same language.”
“What is a Web Editor anyway?”
“Can you put this on the Web?”
“She does our Web stuff.”
“Can you talk to IT about this? You speak the same language.”
Press Releases: In the BeginningPress Releases: In the Beginning
Letterhead, printers, envelopes, labels, stamps, fax machines
Letterhead, printers, envelopes, labels, stamps, fax machines
Press Releases as SourcePress Releases as Source
• Serve as “fodder” for journalists
• Tell our stories to reporters, who then tell a story to their audience (or not)
• Can influence but not control the outcome
• Have a limited shelf life
• Serve as “fodder” for journalists
• Tell our stories to reporters, who then tell a story to their audience (or not)
• Can influence but not control the outcome
• Have a limited shelf life
Press Releases as DestinationPress Releases as Destination
• Still server as source material for journalists, BUT...
• Online, the press release becomes the story
• “Cut out the middle man”
• Have an unlimited shelf life
• Still server as source material for journalists, BUT...
• Online, the press release becomes the story
• “Cut out the middle man”
• Have an unlimited shelf life
Case Study #1: The Media Still Matter Case Study #1: The Media Still Matter
Light’s Most Exotic Trick Yet: So Fast it Goes ... Backwards?
• Published May 2006
• Light passing through a fiber laced with a chemical element went so fast that it exited the fiber before it entered
Light’s Most Exotic Trick Yet: So Fast it Goes ... Backwards?
• Published May 2006
• Light passing through a fiber laced with a chemical element went so fast that it exited the fiber before it entered
Backwards Light: A Complete PackageBackwards Light: A Complete Package
Animations…
High-res photos…
Infographic…
• Hit in the New York Times
• SUCCESS!!
• Hit in the New York Times
• SUCCESS!!
Backwards Light: ResultsBackwards Light: Results
Backwards Light: But Wait, There’s MoreBackwards Light: But Wait, There’s More
• New York Times story appears online
• Story includes link back to press release
• BECAUSE of the animation
• New York Times story appears online
• Story includes link back to press release
• BECAUSE of the animation
Backwards Light: A Life Online Backwards Light: A Life Online
• After the New York Times hit, the press release on our site received over 101,000 hits in one month.
• Only about 12,000 (which is still huge) of those hits came directly from the New York Times
• After the New York Times hit, the press release on our site received over 101,000 hits in one month.
• Only about 12,000 (which is still huge) of those hits came directly from the New York Times
Backwards Light: A Life OnlineBackwards Light: A Life Online
• Since its publication in May 2006, the release has received over 180,000 hits, mostly generated by sites like Stumbleupon.
• Is still regularly in the top 10 in terms of traffic to press releases on our site each month.
• Since its publication in May 2006, the release has received over 180,000 hits, mostly generated by sites like Stumbleupon.
• Is still regularly in the top 10 in terms of traffic to press releases on our site each month.
Backwards Light: LessonsBackwards Light: Lessons
• Give them a package, something they can’t get from anyone else
• “The gift that keeps on giving”
• The mainstream media still serve an agenda setting function; still drive content on blogs, social networking sites
• Give them a package, something they can’t get from anyone else
• “The gift that keeps on giving”
• The mainstream media still serve an agenda setting function; still drive content on blogs, social networking sites
Case Study #2: Social MediaCase Study #2: Social Media
Rochester Physicist’s Quantum “Uncollapse” Hypothesis Verified
Published August 2008
Theory that you could unmeasure a quantum particle and revert it to its original form
Rochester Physicist’s Quantum “Uncollapse” Hypothesis Verified
Published August 2008
Theory that you could unmeasure a quantum particle and revert it to its original form
Quantum Mechanics: ResultsQuantum Mechanics: Results
• No video, no animation, no graphic elements
• No big media hits this time
• BUT ... release receives over 72,000 hits in its first month
• No video, no animation, no graphic elements
• No big media hits this time
• BUT ... release receives over 72,000 hits in its first month
Quantum Mechanics: Following the TrafficQuantum Mechanics: Following the Traffic
• Published on August 4th
• August 5th: 11 hits from internal sources
• August 6th: 1,700 hits from Reddit
• August 7th: 11,000 hits from Digg (Reddit falls to 700) and a couple blogs
• August 8th: 10,000 hits from Stumbleupon (Digg falls to 300)
• Published on August 4th
• August 5th: 11 hits from internal sources
• August 6th: 1,700 hits from Reddit
• August 7th: 11,000 hits from Digg (Reddit falls to 700) and a couple blogs
• August 8th: 10,000 hits from Stumbleupon (Digg falls to 300)
Some New Tools of the TradeSome New Tools of the Trade
Google Analytics
• Track each news release separately
• Look at a day, a week, a month
• Generate “pretty” reports
Google Analytics
• Track each news release separately
• Look at a day, a week, a month
• Generate “pretty” reports
Some New Sources of TrafficSome New Sources of Traffic
• Stumbleupon• Toolbar lets you discover and rank Web stuff
you may not find yourself
• Digg• User community promotes/demotes Web stuff
• Reddit• Much the same as Digg ...
• Stumbleupon• Toolbar lets you discover and rank Web stuff
you may not find yourself
• Digg• User community promotes/demotes Web stuff
• Reddit• Much the same as Digg ...
“What did we learn on the show tonight, Lori?”“What did we learn on the show tonight, Lori?”
• It’s all about telling stories
• The media still matter
• News releases are not just source material
• News releases online are the story
• It’s all about telling stories
• The media still matter
• News releases are not just source material
• News releases online are the story
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