MEDIA News: Media Moves at: New York Times, Chicago Tribune, Politico Pro and MORE…,

http://prnbloggers.files.wordpress.com/2012/07/agility-logo.png?w=127&h=125&h=125PR Newswire’s Audience Research Department makes thousands of updates to the  database of journalists and bloggers that underpins our Agility media targeting and distribution platform.  Below is a sampling of recent media moves and news from the research team.  Learn more about Agility media targeting here.

The New York Times (New York, NY): Corner Office Columnist Adam Bryant (@nytcorneroffice) has been named Deputy Science Editor @NYTimes. He will fulfill both roles.

Politico Pro (Arlington, VA): Kate Tummarello (@ktummarello) joins on as a Technology Reporter. The new Transportation Reporter is Heather Caygle (@heatherscope). Former Environment & Energy Reporter Elana Schor (@eschor) joins the team as an Oil & Gas Reporter. Timothy Noah (@TimothyNoah1) is the new Labor & Policy Editor and Brian Mahoney (@BrianLaw360) joins as a Labor & Policy Reporter. And Cogan Schneier (@CoganSchneier) and Emily Kopp (@emilyakopp) are now Web Producers @POLITICOPro.

The Washington Post (Washington, DC): Investigative Reporter David Fallis (@DavidSFallis) is now the Deputy Investigations Editor @washingtonpost. And Isabelle Khurshudyan (@Isabelle Khurshudyan) is a new High School Sports Reporter.

Chicago Tribune (Chicago, IL): Wes Venteicher (@wesventeicher) has been promoted to the investigations team as a Reporter @chicagotribune, covering healthcare and the Affordable Care Act. He most recently served as Reporter @TribLocal.

Time (New York, NY): Mandy Oaklander (@mandyoaklander) has been added to the Health team @TIME as a Writer and Editor.
Fast Company (New York, NY): Erica Boeke (@ejboeke) was named Associate Publisher @FastCompany. In addition, Reyhan Harmanci (@Harmancipants) is the new Senior Editor.
Houston Business Journal (Houston, TX): Suzanne Edwards (@HBJsuzanne) joined @HOUBizJournal as a Money & Law Reporter.

TWICE Magazine (New York, NY): John Laposky (@johnlaposky) is named Editor-in-Chief @TWICEonline. He was Managing Editor there.

The Buffalo News (Buffalo, NY): Vic Carucci (@viccarucci) joins the sports team as a Football Reporter @TheBuffaloNews.
Meet The Press (New York, NY): Joe Scarborough (@JoeNBC) joins @meetthepress as a Senior Political Analyst and Contributor.
Buzzfeed (http://www.buzzfeed.com): Tom Gara (@TomGara) will be the new Deputy Business Editor @Buzzfeed.
People StyleWatch (New York, NY): Sarah Taylor joins @StyleWatchMag as Deputy Editor.
Promenade Magazine (New York, NY): Jason Kontos joins the team @PromenadeMag as Editorial Director. He will continue his role as Editor-in-Chief at New York Spaces (@nyspacesmag).
Trending NY (New York, NY): Hearst releases @TrendingNY, a free publication focusing on fashion, culture and beauty. Emily Cronin (@emrocro) will serve as Editor.

Maxim (New York, NY): Kate Lanphear (@katelanphear) joins @MaximMag as Editor-in-Chief.

The Indianapolis Star (Indianapolis, IN): Lifestyle Features Reporter T.J. Banes (@TJBanes) has retired @indystar. Higher Education Reporter Eric Weddle (@ericweddle) and Health/Government/Education Reporter Barb Berggoetz (@barbberg) have moved on.

Detailed outlet and contact information is available at Agility

Click here to view the complete listing of MEDIAware

Content We Love: Visual Storytelling in Regulated Industries

ContentWeLove

Communicators in highly regulated industries such as healthcare must carefully consider the compliance and privacy laws that govern their businesses before experimenting with new content trends. But regardless of these policies, it is still critical for healthcare companies to engage their audiences with visual storytelling given the complex nature of their messages. For public stakeholders such as patients, visual storytelling illustrates abstract concepts and raises greater awareness for healthcare issues.

This subject will be explored in greater detail by leading healthcare and financial brand marketers at the live event “Visually Conveying Your Message in a Highly Regulated Environment,” on Thursday, September 18 in Boston. Use the promo code PRNCOMP at checkout for a complimentary registration: http://prn.to/1sZrFQm

The American Society of Hematology is using visual storytelling to spark a dialogue around sickle cell disease and draw attention to Sickle Cell Awareness Month this September via a multimedia news release. Communicators in regulated industries should make note of how the ASH framed their content to shed light on the disease and inspire action:

Click here to view the complete Multimedia News Release

Click here to view the complete Multimedia News Release

  • Sickle cell affects the body internally and therefore the physical impact of this disease is not very apparent to those who aren’t affected. Seeing the internal effects of sickle cell disease depicted in a short video and photos helps bring greater understanding of the issue.
  • The text of the release is fleshed out yet focused, written inverted pyramid style and answers the 5 W’s: who, what, when, where, why.
  • The call-to-action is strong and strategically-savvy: reporters and journalists reading this release can simply click on the button to request an interview with a sickle cell disease expert. Earned media is a critical part of educating the public, including policy makers who can support funding for research, about the seriousness of this issue.
  • Related links offer additional information to raise further awareness.

Digital media is changing the nature of the healthcare industry, and communications tactics must evolve with it. The ASH has demonstrated how communicators in regulated industries can use visuals and owned content promotion to further awareness around an important cause.

ShannonAuthor Shannon Ramlochan, Content Marketing Coordinator at PR Newswire. Follow her on Twitter @sramloch.

10 Things I Learned from #CMWorld 2014 Without Being There

The over-arching theme at Content Marketing World 2014 focused on audience-first messaging and the importance of delivering content in all of the ways that your audience wants to consume it. Case in point: though I was not physically present at Content Marketing World, I felt like an integral part of the event by relying on Twitter to deliver the awesome tips and sound bites that I was afraid of missing out on.

Many of the presenters and attendees at Content Marketing World had already made a favorable impression on me long before the conference. Knowing that they were credible and profound thinkers, I was inspired to follow the hashtag, engage in the conversation, and have my own Content Marketing World experience in a way that was specific to my needs. Through my virtual attendance, here are ten of my favorite things I learned from Content Marketing World 2014 without being there:

This year’s conference will surely be difficult to top next year – like many of you I am still recovering from having my mind blown by Kevin Spacey’s keynote speech thanks to the live stream. To all of those who took the time to tweet, thank you for making Content Marketing World 2014 an incredible learning experience right from the office!

To learn how PR Newswire and UBM Tech Create can help you fuel your content engine, follow the link: http://prn.to/ContentMarketingWorld2014

ShannonAuthor Shannon Ramlochan is the Content Marketing Coordinator at PR Newswire. Follow her on Twitter @sramloch.

Trend Watch: Content Marketing World Day 1

Following the tweet stream from Content Marketing World (#CMWorld) is like drinking from the proverbial fire hose. Not unexpectedly, the attendees and speakers are producing quite a bit of content.

Emerging themes are bubbling up as day 1 is being recapped and digested, including:

  • Measuring business outcomes, not marketing output.  Increased spend is demanding increased rigor in measurement.
  • Aligning with the focus on outcomes, more attention is being paid to developing content for specific personas that is also mapped to buyers’ journeys.
  • Tightening the screws on content utility and relevance. Even as content marketing becomes more disciplined,  we can’t lose sight of the audience.  Content may be exquisitely aligned to personas and mapped to journeys but if doesn’t deliver value to the audience, it won’t produce results.
  • Using analytics to inform strategy.  Content marketers are increasingly mining big data sources to glean insights about what makes their audiences tick.
  • Content amplification.  Developing strategies to ensure content is seen from social seeding to actual distribution is central to achieving content success.

This is my third year at Content Marketing World, and the industry is definitely maturing.  Sessions and conversations are focusing on advanced strategy and execution, rather than more basic why-you-should-get-started discussions.

sarah avatarAuthor Sarah Skerik is PR Newswire’s vice president of strategic communications & content, and is the author of  the ebook Driving Content DiscoveryFollow her on Twitter at @sarahskerik.

 

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Sustainable Content Strategies – Measurement & Promotion Required

L-R: Ken Wincko, Nicole Smith, Rebecca Lieb, Michael Praniloff

L-R: Ken Wincko, Nicole Smith, Rebecca Lieb, Michael Praniloff. Photo courtesy of Victoria Harres.

You’be got the budget, you’ve got the plan – but is your content plan built to last? Keys to developing sustainable content strategies was front and center in the panel entitled “Don’t Run Out of Gas! Fueling a Sustainable Content Strategy” at Content Marketing World today.

Tellingly, two primary themes emerged from the discussion – the need for rigorous measurement and the reality that content needs to be promoted to be effective.

Panelists included PR Newswire’s Senior Vice President of Marketing, Ken Wincko,  Dell Inc.’s TechPageOne.com Managing Editor, Nicole Smith (@NicoleSatDell), and Altimeter Group’s Industry Analyst Rebecca Lieb (@Lieblink.) The discussion was moderated by Michael Pranikoff (@mpranikoff) director of emerging media for PR Newswire.

Business benefits will fuel sustained investment 

Building content strategies geared to deliver business benefit – and then measuring those results in a relevant way – is crucial to building a lasting program, the panelists agreed.

Rebecca Lieb (RL): Start with building an understanding of how content impacts broader benefits for the brand, including favorabilty, share of voice and improvements in customer care, customer service.

Nicole Smith (NS): Understand what you’re trying to achieve.  A bucket full of KPis is a diffused way of assessing your ROI.  Brands need to get specific about what they’re counting, and they need to be thinking about whether or not what they are measuring is relevant.

Break it down. What constitutes engagement? Increased comments? Really dig in and think about what’s relevant about your business.

Ken Wincko (KW): Think in term of what the specific challenges are for each your buyer personas along their buyers’ journeys?

How can brands get content to stand out in today’s fractured content environment? 

The days of organic propagation of content are waning, Lieb noted, driven largely by the convergence of paid, earned and owned media.   While the occasional great piece of content will go viral, in reality, most content requires promotion (at least at the outset) to drive amplification.

The panel agreed that search engines play a crucial component in driving content success, and that the meshing of paid, earned and owned media into converged forms provides important visibility opportunities for content marketers.

KW: Targeted outreach is an important way to reach influencers – the journalists and bloggers who own key niches to build expert advocacy for your brand.

Get beyond vague engagement metrics 

NS:  Cares that people find the content useful, and that they come back.  Comments are not as important.  We’re looking for a correlation between an activity and a result we like.  Reverse engineer it.

RL: Content marketers have to be careful to not resort to ad metrics. Publishers are trying to prove to advertisers that a lot of people are seeing their ads, and there’s not a lot of accountabilty beyond that.   Content marketing is not advertising, and it has to be more accountable.

KW:  Ultimately it’s connecting the dots between the interactions.  Tracking that activity through marketing automation in a multichannel way reveals what’s working for buyers across all the touch points.

When it comes to budget, advertising gets the lion’s share. How can content marketing compete?

RL: The Altimiter Group research demonstrated that advertising is losing ground, because content is more measurable and more effective.  Social channels only exist because there’s content in them.  Email is a container for content.  Sophisticated marketers are creating content, testing it in social and owned channels, and then investing expensive ad dollars into content that has been proven to strike s cord. Benefit: this also creates a unified brand voice.

The content cycle: content > owned > social > ad.  Lather, rinse repeat.

 

sarah avatar

Author Sarah Skerik is PR Newswire’s vice president of strategic communications & content, and is the author of  the ebook Driving Content DiscoveryFollow her on Twitter at @sarahskerik.

Relevant Content: Driving the Kraft Marketing Engine

Photo of Julie Fleishman via  SimpleReach

Photo of Julie Fleischer via SimpleReach

With so many channels and the marginal cost of the creation and distribution of content, brands today are struggling to communicate with an increasingly fragmented audience.

“Consumer attention is ephemeral and is exponentially fleeting,” said Julie Fleischer (@jfly) of Kraft Foods in her Content Marketing World keynote.

What will save our brands?  According to Fleischer, the answer is content. “It’s an invitation to engage. It’s not intrusive and invites the consumer in.”

Content signals “I know you, you know me,” and creates trust, demonstrating shared interests. And in today’s digital environment, content is self-targeting, through search engines and social recommendations.

For these reasons, content is at the center of the Kraft Foods marketing engine.

At the beginning, content wasn’t aligned or integrated with the rest of Kraft’s messaging, despite the broad reach the content team had developed.

The new media landscape – driven by data and built on technology – changed that.  The future of consumer connection isn’t about mass, it’s about individuals and personalization, enabling brands to focus on niche interests and create customized, relevant and persuasive content.

Kraft has also built an agile approach, using data to quickly surface trends and deploy or create content to capture opportunity.

“Content and data are inextricably linked,” Fleischer noted. “Data is the value exchange and conversion is the outcome.”

Content and advertising have to be linked, helping to drive the precision of advertising in terms of both message and media, driving improved ROI.   “We seek to drive effectiveness, better segmenting, targeting and serving relevant communications,” Fleischer said of how Kraft combines the two to drive revenue.

Personal relevancy is a big focus at Kraft.  The company’s researchers are looking at consumers in terms of ‘microtribes’ and are developing precise measurement tools to quantify and understand both results and consumer behavior.

Fleischer offered advice to her fellow marketers for winning in today’s digital media world:

  • Relevancy requires the ability to change and adapt. Move fast, and break things.
  • Don’t be afraid to un-learn what you know and try another angle.
  • Culture trumps strategy. The pace of change will never be slower than it is today. If change is happening on the outside faster than it is on the inside, the end is in sight.
  • Expect to succeed. Swagger matters.
  • Start small.
  • Done is better than perfect.

Fleischer closed with invaluable and inspiring advice that succinctly summarized her journey in building the content engine that drives Kraft’s advertising and brand presences.

“Learn. Create. Deliver. Measure. Learn. Repeat.”

sarah avatarAuthor Sarah Skerik is PR Newswire’s vice president of strategic communications & content, and is the author of  the ebook Driving Content DiscoveryFollow her on Twitter at @sarahskerik.

 

CMW_Release_Graphic_v3

Is your content strategy sustainable?  A high-powered panel will tackle the ins and outs of building a sustainable content strategy at  Content Marketing World next week, in a discussion titled, “Don’t Run Out of Gas! How to Fuel a Sustainable Content Marketing Strategy,” slated for  Tuesday, September 9 at 11:00AM – 11:45AM EST.

Featured panelists include PR Newswire’s Senior Vice President of Marketing, Ken Wincko,  Dell Inc.’s TechPageOne.com Managing Editor, Nicole Smith (@NicoleSatDell), and Altimeter Group’s Industry Analyst Rebecca Lieb (@Lieblink.) The discussion will be moderated by Michael Pranikoff (@mpranikoff,) director of emerging media for PR Newswire, and will focus on developing and executing an ongoing content strategy, including:

  • What to do after creating a content calendar and plotting out the best channels to distribute messages,
  • How to develop a customer perspective that drives community engagement,
  • Ways to accelerate content promotion.

Conferences attendees can join the conversation on social media by completing the sentence “Content drives” using hashtags #contentdrives #cmworld.

Content Marketing World attendees can visit booth #11 at the event to hear more. You can also follow this link to learn more about how to accelerate your content strategy:  http://prn.to/ContentMarketingWorld2014

Storytelling With a Plan to Inspire #CMWorld

According to Andrew Davis (@TPLDrew) in his keynote that kicked off Content Marketing World today, the marketing funnel was invented in 1898 and is sorely in need of retirement.

In reality, he says, the best model for the online universe in which our brands live isn’t a simple funnel – it’s the universe.

“A Galilean model of the online universe has Google at the middle,” he told the assembled faithful at Content Marketing World, as he took the audience through a convoluted search journey.  “Funnel that.”

Look at your consumer’s perspective and map their universe, he challenged the group. It’s populated with the content and networks they love.  Ask yourself where your brand sits within universe?  Are you at the center? No.  Most brands are on the outer peripheries of their audiences’ universes.

Should we even be asking how we get closer and closer to the center of our audiences’ universes?  Probably not.  Can you put your content closer to THEIR universe, and still get them to act.

The key, Davis notes, is to know what inspires — and what triggers.

The buyers’ journey today doesn’t look at all like the centuries-old funnel.  Instead, Davis calls the process “active evaluation,” throughout which consumers continually add and subtract brands as they move closer and closer to purchase.

Creating moments of inspiration can keep your brand in active consideration and provide the trigger that moves the buyer to action.

But what is a moment of inspiration? Create moments of inspiration that can send people on a journey — instants in time that send them on journeys they never expected.   Therein, Davis posits, is the greatest revenue opportunity for content marketers.

Andrew Davis’ 4 secrets to driving moments of inspiration that drive revenue for brands.

  1. Build suspense when you tell a story. Create anxiety – what happens next?  Create drama.
  2. Foster aspiration. Show your audience the potential, and how they can achieve it. Tap into your audiences’ aspirations.
  3. Drive empathy. Understand and speak to your audiences’ feelings.
  4. Harness emotion. Get the audience to take action based upon the emotion you’ve generated and inspire people to act.

Make triggering an irresistible urge to act a primary goal of your marketing, Davis suggests.  After all, nothing has fueled our culture and consumer culture more than the content brands we love.

sarah avatarAuthor Sarah Skerik is PR Newswire’s vice president of strategic communications & content, and is the author of  the ebook Driving Content DiscoveryFollow her on Twitter at @sarahskerik.

 

 

CMW_Release_Graphic_v3

Is your content strategy sustainable?  A high-powered panel will tackle the ins and outs of building a sustainable content strategy at  Content Marketing World next week, in a discussion titled, “Don’t Run Out of Gas! How to Fuel a Sustainable Content Marketing Strategy,” slated for  Tuesday, September 9 at 11:00AM – 11:45AM EST.

Featured panelists include PR Newswire’s Senior Vice President of Marketing, Ken Wincko,  Dell Inc.’s TechPageOne.com Managing Editor, Nicole Smith (@NicoleSatDell), and Altimeter Group’s Industry Analyst Rebecca Lieb (@Lieblink.) The discussion will be moderated by Michael Pranikoff (@mpranikoff,) director of emerging media for PR Newswire, and will focus on developing and executing an ongoing content strategy, including:

  • What to do after creating a content calendar and plotting out the best channels to distribute messages,
  • How to develop a customer perspective that drives community engagement,
  • Ways to accelerate content promotion.

Conferences attendees can join the conversation on social media by completing the sentence “Content drives” using hashtags #contentdrives #cmworld.

Content Marketing World attendees can visit booth #11 at the event to hear more. You can also follow this link to learn more about how to accelerate your content strategy:  http://prn.to/ContentMarketingWorld2014