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27th May 2011

Does Your Online Newsroom Measure Up?

What Digital Journalists Need and Want

View more presentations from Sally Falkow.
Research data from a few recent surveys about the media and journalists’ use of social media tools should be a loud call to action for PR professionals.
  1. 90% of UK journalists polled say they use social media in reporting news stories
  2. Half of them feel that PR people are not keeping up  – they say we’re not using the right digital PR resources and tools that make it easy for journalists to find and use their news content
  3. 88% want images with news releases
  4. 35% want video
  5. Provide embed codes and single URLS for those assets so a journalist or blogger can easily and quickly use your material
  6. Include links to relevant information – background data, analyst info, bios of those quoted etc.

Take a hard look at your online newsroom.  Are you servicing the digital journalists?


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12th May 2011

Want More Media Coverage? Embrace Digital PR.

The PwR survey polls 200 journalists from newspapers, magazines and the Internet each year.

The 2011 study key findings show that journalists are embracing the online world:

  • 77% contribute content to a website or a blog in addition to their usual duties
  • 87% prefer to receive press releases via email
  • 91% want “easy access” via a link in the email to relevant background, bios and supporting information
  • 87% want access to high res images
  • 76% want verbiage they can cut and paste easily
  • 79% are more likely to pick up a story with an image

For the first time journalists are asking for digital assets with embed codes:

  • 44% want access to low res images
  • 32% want embed codes so they can easily grab and reuse the images on websites or blogs
  • 22%  want an image player they can transfer to their site with a few clicks

The use of video is also gaining ground:

  • 85% of online media sites are using video with their news stories
  • 30% of journalists are now looking for web quality video
  • 23% say that embed codes for easy transfer of your video to other sites and blogs are very important

Journalists are relying on the digital world for information:

  • 96% start with a search
  • 84% like electronic media kits emailed to them
  • 87% use online newsrooms
  • 85% tap social media (Facebook, Twitter)
  • 82% read blogs
  • 32% get information via RSS feeds

Re-examine your Media Relations Strategy:

There are 30% fewer journalists and the way they are expected to do their job is rapidly changing. If you want to get coverage for your news stories, you have to change too.

  1. Create a rich news environment on your website where journalists can find all the data they need
  2. Post your news in the social media release format. (It’s like an electronic media kit)
  3. Add images and videos
  4. Add slide decks and graphics with players that can easily be transferred to a website or blog
  5. Provide embed codes for all visual material
  6. Include bios and relevant background/supporting  material
  7. Add media contacts
  8. Send an email to the journalist with  links to this content
  9. Make it possible to subscribe to your news in a feed or by email
  10. Make it easy for any visitor to share the news content

When you give journalists the news in the format they prefer it pays dividends.

“We are delighted with the results of our move to a social media newsroom.  We’ve gained media coverage that has not only transferred into positive exposure for our destination, but has helped increase visitation to our industry partners as well.” Casey Hough, Marketing and Media Manager VisitWinstonSalem.com

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Image Credit: Lisa Padilla Flickr





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2nd May 2011

Online Video Use on Media Sites Jumps to 85%

As broadband capacity increases so does the demand for visual material and video.  And while funny videos of cats and babies might seem to be top of the list, the use of video content to cover news stories by online media websites has jumped by a third in the last year to 85 percent.  They are increasing the use of in-house and externally developed video content to support their online reporting – source: 2011 Web Influencers Survey (www.dssimon.com)

“It appears that almost all forms of media have transformed themselves into online television networks,” said Douglas Simon, president and CEO of D S Simon.

This trend looks set to continue since web media companies say they plan to increase their use of video footage:  Nearly four-fifths of respondents indicated they would use more or much more video in 2011 than they did in 2010.

Other key findings of this survey:

  • Nearly half (47 percent) of media websites now offer a mix of advertorial, product placement and paid content: The survey found that in addition to paid advertising, media site-owners are looking toward brand integration opportunities to raise additional revenues. Magazine sites were most aggressive in this area (68 percent), followed by radio (50 percent), web producers (47 percent), newspapers (45 percent), bloggers (40 percent) and TV (31 percent).
  • Earned media on a website generates more value than just the initial placement: Video content placed by companies and public relations agencies on a website has an increasing chance of being syndicated to other websites. The likelihood of content being shared last year was 43 percent; in 2010; 41 percent of responds indicated they were likely to share video content; and in 2009, just 35 percent indicated they were likely to do so. Newspapers, at 63 percent, were the most likely media website to share content with other sites.

“Searching online for news changed the news  industry in the last decade. Sharing the news will be what influences it most in this decade.”   Pew Research

A video blog summarizing some of the key findings of the survey is available at http://www.vlogviews.com/2011webinfluencerssurvey/.

Related research:

  • Forrester Research reports that video increases a web page’s likelihood for a front-page Google search result by 96 percent
  • ComScore found that product videos increase the likelihood of purchase by 64 percent
  • Internet Retailer discovered that videos increase time spent on a website by an average of 9 percent.

PR Takeaway:

Make all your news releases social media releases – add online video to all your news content. Remember those video news releases we used to make? Sharpen up those skills and learn how to translate it to the online digital world. Offer complete, short, interesting videos and B-roll with each news release.

Media sites prefer completed videos to other video content:

  1. Fully produced videos (57 percent)
  2. B-roll footage (49 percent)
  3. Sound bites last (47 percent
  4. TV sites almost universally prefer b-roll footage (98 percent) but newspapers  much preferred completed videos (71 percent).

Upgrade your online newsroom to a social media newsroom with a video gallery that has offers reporters and bloggers  the embed code for your video assets. That way  they can easily republish your content.


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