Category Archives: Public Relations

MEDIA News: Media Moves at Wall Street Journal, Time, Weather Channel 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.

Wall Street Journal The Wall Street Journal (New York, NY): Alice Hagge (@alicehagge) (alice.hagge@wsj.com) moves from MarketWatch to work @WSJ Real Time Desk, where she is the U.S News Editor.

WSJ Washington Wire The Wall Street Journal – Washington Bureau (Washington, DC): Ex-Washington Post Op-Ed Editor Autumn Brewington (@Autumnsan1)(autumn.brewington@wsj.com) is a new Political Editor @WSJ. Former Politico Reporter Reid Epstein (@reidepstein) signs on @WSJwashington to be a Washington Wire Political Blogger. And KSL-TV’s Social Media Director Natalie Wardel (@nataliewardel)(natalie.wardel@wsj.com) is WSJ’s new Social Media Editor.

TIME.com Time Magazine (New York, NY): Time promotes Susanna Schrobsdorff (@SusannaSchrobs) to Assistant Managing Editor and Living Editor.

The Weather Channel The Weather Channel (Atlanta, GA): Meteorologist Dave Schwartz returns to @weatherchannel after six years away.

Entertainment Weekly Entertainment Weekly (New York, NY): Chris Rackliffe (@crackliffe) has been named Senior Social Media Editor @EW. Also, Neil Janowitz is set to become the new Assistant Managing Editor.

Letterman CBS (New York, NY): Stephen Colbert will replace David Letterman when he retires in 2015. Letterman has hosted “The Late Show” (@Letterman) for 21 years.

Men's Journal Men’s Journal (New York, NY): Marissa Stephenson (@marissastphnsn) moves from Self Magazine to Men’s Journal (@mensjournal) where she is Senior Editor.

Wonkblog Wonkblog (Washington, DC): Quartz Reporter Roberto Ferdman (@robferdman) joins Washington Post’s blog (@Wonkblog) to cover consumer business, immigration and Latin American development.

Emily Miller WTTG-TV (Washington, DC): This Fox affiliate (@fox5newsdc) has added Emily Miller (@EmilyMiller) as their Chief Investigative Reporter. Emily previously worked at The Washington Times as a Senior Op-Ed Editor.

InformationWeek InformationWeek (Manhasset, NY): Alison Diana joins @InformationWeek as Senior Editor covering Healthcare Information Technology.

Marine Corps Times Marine Corps Times (Springfield, VA): Geoffrey Ingersoll (@GPIngersoll) takes on the Managing Editor role @Marinetimes.

Business N.C. Business North Carolina (Charlotte, NC): David Mildenberg is the new Editor at @BusinessNC. He was previously with Bloomberg.

New Haven Register New Haven Register (New Haven, CT): Sean Carlin (SeanCarlin84) joins the newsroom at the @nhregister as a Local News Reporter.

Breitbart News Breitbart News (@BreitbartNews): Charlie Spiering (@CharlieSpiering) has been hired at as a Political Reporter. Breitbart California was recently launched by Breitbart News. Joel Pollak (jpollak@breitbart.com) (@joelpollak) is the Editor.

refinery29 Refinery29 (@Refinery29): The new Beauty Writer for Refinery29 is Maria Del Russo (@Maria_DelRusso).

The Cut The Cut (@TheCut): Veronique Hyland (@Veroniquean) is the new Fashion News Editor at this New York Magazine blog.

Yahoo Yahoo! (@Yahoo) (media@yahoo-inc.com): Sarah McColl (@SarahMccoll) has been promoted to Editor-in-Chief of Yahoo!’s food section (@YahooFood). Paula Froelich (@PFro) is the new Editor-in-Chief for their travel section (@YahooTravel).

Bleacher Report Bleacher Report (San Francisco, CA): Baseball scribe Scott Miller (@ScottMillerBbl) signs on to cover America’s pastime @BleacherReport.

CBSSports.com CBSSports.com (Fort Lauderdale, FL): Former Birmingham News Sports Reporter Jon Solomon (@jonsol) tackles the College Football Reporter role @CBSSports.

New York Magazine New York Magazine (New York, NY): Tara Abell (@tara_abell) is now an Associate Editor of Social Media @NYMag.

Slate Slate (New York, NY): Alison Griswold (@alisongriswold), who was previously a Reporter for Strategy section at Business Insider has been named Staff Writer at (@Slate).

The Plain Dealer Plain Dealer (Cleveland, OH): Debra Adams Simmons (@DAdamsSimmons) has been promoted to VP of News Development for Advance Local from Editor for the daily (@ThePlainDealer) in Cleveland.

Crain's Cleveland Crain’s Cleveland Business (Cleveland, OH): Elizabeth McIntyre is set to join the trade magazine (@CrainsCleveland) as Editor.

Chicago magazine Chicago Magazine (Chicago, IL): Terrance Noland is joining @ChicagoMag as Executive Editor from Contributing Editor for @MensJournal.

Teen Vogue Teen Vogue (New York, NY): Amada Keiser has been named Fashion Editor.

Seventeen Magazine Seventeen Magazine (New York, NY): Elizabeth Denton (@Elizabethann1) signs on as an Online Staff Editor.

Real Simple Magazine Real Simple Magazine (New York, NY): Former Huffington Post Executive Lifestyle Editor Lori Leibovich (@lorileibovich) is now the Online Editor @RealSimple.

MundoFOX MundoFox (New York,NY): Nicole Suarez has joined MundoFox (@MundoFOX) and as an Anchor for “Hoy Noticias MundoFox 13.” This is a joint project with Hoy Newspaper (@HoyChicago).

MEDIAware’s full weekly version can be found at:www.prnewswire.com/knowledge-center/medi…

PR Newswire’s Audience Research Department provides daily updates on Twitter (twitter.com/PRNmedia).

Detailed outlet and contact information is available at agility.prnewswire.com.

For Brand Messages, Distribution Matters.

Why do press releases still matter?  I tackled this question in an interview with The Pulse Network at the Inbound Marketing Summit a couple years ago.

A post on PR Daily today questions the value of press release distribution, given the declining number of journalists. [link]

So who really does read press releases these days? 

In short, the audience is still vast, and it includes all of your organization’s key constituents.  Press releases are extremely public means of communications.

  • The tens of thousands of credentialed media on PR Newswire for Journalists tally more than one million press release reads each month.
  • On PR Newswire.com, the press releases we issue garner more millions more reads each month.   Most of those readers find the content via search engines.
  • On Twitter, if you search the term “PRNewswire” you’ll see an avalanche of tweets referencing press releases – often several per minute.

Our clients tell us the press releases they issue have resulted in coverage on Good Morning America (with no pitching!),  increases in landing page traffic of more than 200%,  record app downloads and the generation of qualified leads for sales teams.   The key take-away is this:  all of your brand’s constituents are reading the PR content you distribute.  Failing to calibrate your content accordingly leaves measurable results on the table.

Distribution drives results. 

What drives these results?  Distribution.  Distributing messages beyond the realms of the journalists on your targeted media lists and your brand’s followers on social networks delivers specific and measurable results.   Well-crafted messages are found by new audiences, re-distributed across peer and professional networks and are surfaced in search engine results – often for months after the messages are originally issued.    Distribution is the key to driving ongoing message discovery and introducing your brand to new constituents.

Disappointing results?  Take a hard look at the message.

If your press releases aren’t generating results, before you blame your distribution channels, take a look at the messages.    Here are some tips for making your press releases relevant, useful and effective in today’s connected digital environment:

  1. Is your content truly interesting and useful to your target audiences?  Framing your message in the context of what your audience cares about or will find interesting will enliven your message, and prevent it from reading like a missive from the ivory tower.
  2. Do your headlines convey the messages that will appeal to audiences?  Headlines aren’t for branding.  They shouldn’t be coy.  Headlines need to arrest the eyes of your reader, and inspire them to stop, and read your message.     Keep the headline short – about a hundred characters.  Use a subhead to add the brand mention and additional detail – you needn’t be so mindful of length there.
  3. Do you embed specific and measurable calls to action toward the top of your messages?   Give your readers a path to take by providing a link to a relevant web page that will further engage them with your brand.  Invite them to read an excerpt of a white paper, view a demo or provide robust Q&A that will answer their obvious questions.    In addition to courting media coverage, the press releases you issue are also portals for your brand, and can deliver new audiences right to their doorstep.  Don’t rely on a link to your homepage that’s buried down in the boilerplate.  Make it easy for people to find relevant information, and take the next step.
  4. Is the copy you distribute designed to be easily scanned by readers on all kinds of devices, using bold subheads and bullet points to surface key themes?  Many people are reading press releases on tablets and smartphones.  Organize the body of your press release content into easy to scan chucks, and use numbered or bulleted lists to draw attention to key points.
  5. Does your PR team illustrate press releases with visual content, such as videos, images and infographics?    We really can’t emphasize the value of visuals enough.  Search engines and social networks are increasingly visual, and plain text simply doesn’t carry the same weight. Relying on plain text reduces the effectiveness of messages.

The practice of public relations today requires an increasingly deft touch.  PR Newswire’s own distribution network is designed to deliver customized content to the journalists, bloggers, web sites and media outlets that subscribe to our news feeds.    Ensuring the content they receive from us is relevant to their interests and areas of coverage is the cornerstone of our media relations programs and services.

Likewise, the development of e-mail pitches and press releases takes a similar deft touch.   But don’t leave distribution out of the picture.  If your organization wants to increase inbound web site traffic, acquire new followers, find new audiences and earn some media along the way, broad outbound distribution of your messages via a service like PR Newswire will deliver measurable results.

Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of  the recently-published ebook Driving Content DiscoveryFollow her on Twitter at @sarahskerik.

6 Keys to Using the New Twitter Design for PR

Actor Channing Tatum’s Twitter profile shows off the new format.

Twitter’s new design – mirroring Facebook’s layout and emphasizing visuals – reinforces the importance of using multimedia elements in communications. However, the new layout offers more opportunity for brands than initially meets the eye.  (See related: Coming soon from Twitter)

Surfacing granular content (& winning attention)

The brands that do it best know that Twitter is about granular information. The short format requires brevity, and forces tweet authors to get straight to the point. Best practices for tweeting links are straightforward:

  • On Twitter, your tweet is your headline. Its role is to arrest the reader’s attention and get them to take a next step, such as clicking on the link or re-tweeting the message.  lil tweetAvoid generalizations. Instead, carefully craft your tweet to give followers insight into what the link contains (and incentive to click!)
  • Include visuals that are strongly related to and illustrative of the content you’re sharing. Pictures and videos stand out in the newsfeed and command attention, and they convey messages in their own right.
  • Use relevant hashtags. While hashtags can be used to convey side commentary or emotion, for brands, hashtags are also how content is found. Scan your own Twitter feeds for relevant hashtags, and also use the Twitter search function for research. Don’t use a hashtag without first looking at the related tweet stream. You want to make sure your messaging is in relevant and appropriate company.

Drill into the angles
You can surface (and illustrate!) a variety of themes and elements for the story you’re promoting. In most cases, the stories we create –whether in the form of a press release about a new product, a blog post about an industry trend or pitches about an important development at the companies we represent – contain multiple hooks and angles and elements. Every tweet is another opportunity to engage your audience, and sharing different story angles increases the message’s appeal.

So for PR pros whose brands have cultivated strong presences on Twitter, some new tactics are in order:

  • Don’t get in the habit of tweeting the headline and calling it a day. Instead, create a series of tweets highlighting different elements of the story.
  • Share individual visual elements. And when sharing large infographics, consider having your designer create image snippets that illustrate one key fact. A simpler image will render better in the Twitter feed.
  • Don’t be afraid of tweeting multiple messages about one piece of content. One white paper or press release could reasonably offer a host of tweeting angles – quotes from people mentioned, a host of key findings, a variety of charts and graphs. Stagger the tweets over a few days (or even longer) to maximize visibility.

One final note: as Twitter rolls out the new design, we all need to be mining our image files for visuals that will fill the new space. Larger profile pictures and a Facebook cover-style banner are key features of the new look, and offer brands the opportunity showcase their visual identities.

Learn more about using visuals in B2B campaigns by viewing the on-demand webinar: Powering B2B Content with Multimedia.

Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of  the ebook  New School Press Release TacticsFollow her on Twitter at @sarahskerik.

 

 

MEDIA News: Media Moves at Good Morning America, AP, Roll Call 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.

Good Morning America Good Morning America (New York, NY): Amy Robach (@arobach) will replace News Anchor Josh Elliot at “Good Morning America” (@GMA). In addition, former New York Giant Michael Strahan (@michaelstrahan) is set to become the newest member of @GMA. He will continue to Co-Host Live! With Kelly and Michael.

The Associated Press Associated Press – Washington Bureau (Washington, DC): Assistant Business Editor Brad Foss (@bradfoss_) has been promoted to Deputy Business Editor. And Times Picayune Reporter Juliet Linderman (@JulietLinderman) has joined the Baltimore Bureau @AP to cover urban issues and education.

Roll Call Roll Call (Washington, DC): Former Washington Times (@WashTimes) Assistant Political Editor David Eldridge joins the staff @rollcall as the House Editor. And Daily Caller Reporter Alexis Levinson (@alexis_levinson) is now the Senate Elections Reporter.

NYT Business Business Day- The New York Times (New York, NY): Dionne Searcey (@dionnesearcey) joins @nytimesbusiness as an Economics Reporter.

NYT Magazine The New York Times Magazine (New York, NY): Jake Silverstein (@jakesilverstein) of @TexasMonthly has been appointed Editor. He will join the magazine in late Spring.

Chicago Sun-Times Chicago Sun-Times.com (Chicago, IL): Madeleine Doubek (@MDoubekRebootIL) (info@rebootillinois.com) joins as a Columnist for the daily’s (@Suntimes) editorial page and “Early & Often” (@CSTearlyoften), a digital platform for government and politics. Doubek previously served at the Daily Herald.

The New York Times The New York Times (New York, NY): Jonathan Mahler (@jonathanmahler) joins @nytimes as a Corporate Media Reporter. He will begin on 4/23/2014.

Thomson Reuters Thomson Reuters (New York, NY): Mike Stone (@MichaelStone) former Senior Reporter for dealReporter, has been named Mergers & Acquisitions Reporter @thomsonreuters.

Psychology Today Psychology Today (New York, NY): Jennifer Bleyer (@jennypencil) joins Psychology Today (@psychtoday) as a Staff Editor.

TIME.com Time Magazine (New York, NY): Tom Weber (@tweber) has been promoted to Executive Editor. He joined the magazine 2 years ago as Assistant Managing Editor.

CNBC CNBC (New York, NY): Former Bloomberg News Reporter Meg Tirrell (@megtirrell) has been added to cover Biotechnology and Pharmaceuticals.

Wall Street Journal The Wall Street Journal (New York, NY): Jo Craven McGinty (@mcjomcg) climbs aboard @WSJ as a Numbers Columnist. She will cover data and statistical analysis. James Graff (@lathram) is also joining as a World Coverage Editor.

GuardianUS Guardian America – New York Bureau (New York, NY): Megan Carpentier (@megancarpentier) joins @GuardianUS as Deputy Opinion Editor.

The Globe and Mail Globe & Mail (Toronto, ON): David Walmsley is the new Editor-in-Chief @globeandmail.

CNN International CNN International (Atlanta, GA): Amara Walker has joined @cnni as Anchor from WFLD-TV in Chicago.

The Atlantic The Atlantic (Washington, DC): Executive Editor J.J. Gould (@jjgould) was promoted to Digital Editor @TheAtlantic.

Scientific American Scientific American (New York, NY): Former Chemical & Engineering News (@cenmag) Deputy Editor Josh Fischman (@jfischman) has signed on as a Senior Editor @sciam.

The Star-Ledger The Star-Ledger (Newark, NJ): After 35 years as a Sports Writer @starledger, Tom Luicci (‏@TomLuicci) decides “it’s time to move on.” Luicci leaves the Star-Ledger having most recently covered Rutgers University Athletics.

New Haven Register New Haven Register (New Haven, CT): Keldy Ortiz (@keldyOrtiz) has joined @nhregister as a Breaking News Reporter. Previously he was a Sports Reporter in Texas.

The State Newspaper The State (Columbia, SC): Kristy Rupon (@krupon) has been named Business Editor @thestate. She had been Acting Business Editor.

Indianapolis Star The Indianapolis Star (Indianapolis, IN): Managing Editor Ronnie Ramos (@RonnieRamos) was promoted to Managing Director/Digital & Sports @indystar.

The Tennessean The Tennessean (Nashville, TN): We are sorry to report the passing of long-time Columnist Gail Kerr @tennessean.

MBJ Memphis Business Journal (Memphis, TN): Joanna Crangle is the new Publisher of the Journal (@MBJMemphis). She has been with the Journal since 2008.

Star Tribune Star Tribune (Minneapolis, MN): Allison Sherry (@allisonsherry) has joined the paper (@StarTribune) as the Washington D.C. Bureau Chief and Reporter. She comes to the paper from The Denver Post.

SPIN Spin Magazine (New York, NY): Editor-in-Chief Jem Aswad (@jemaswad) is moving on from @SPINmagazine.

Eater National Eater (@Eater) (tips@eater.com): Ryan Sutton (@QualityRye) is the new Head Critic for Eater New York (@EaterNY) and Robert Sietsema (@RobertSietsema) is the new Restaurant Critic.

epicurious Epicurious.com (@Epicurious) (feedback@epicurious.com): Gabriella Vigoreaux is the new Editorial Assistant at Epicurious. Matt Duckor (@MattDuckor) is the new Restaurant Editor at the outlet.

Yahoo Yahoo! (@Yahoo) (media@yahoo-inc.com): Josh Wolk (@JoshSWolk) is the new Executive Entertainment Editor at Yahoo!.

Newsday (Melville, NY): Sports Journalist Marcus Henry (@marchenrysports) passed away at the age of 41.

Los Angeles Times (Los Angeles, CA): Former Times Sports Reporter and ex-USC football star Lonnie White has passed away at the age of 49. And Megan Garvey (@garveylatimes) has been promoted to Deputy Managing Editor, Digital @LATimes.

FOX 11 Los Angeles KTTV-TV (Los Angeles, CA): FOX 11 Los Angeles (@myfoxla) welcomes Bill Mondora as Vice President and News Director.

KPIX 5 KPIX-TV (San Francisco, CA): KPIX-TV (@CBSSF) welcomes Veronica De La Cruz (@VeronicaDLCruz) as Evening Co-Anchor.

Jaime Zea Univision – WUVC-TV (Fayetteville, NC): Jaime Zea (@jaimezea) has been named News Director @WUVCUnivision40.

MEDIAware’s full weekly version can be found at:www.prnewswire.com/knowledge-center/medi…

PR Newswire’s Audience Research Department provides daily updates on Twitter (twitter.com/PRNmedia).

Detailed outlet and contact information is available at agility.prnewswire.com.

Satellite Media Tours: Moving Beyond the TV

A sure-fire way to gain TV exposure for your organization’s story is with a satellite media tour (“SMT.”)  SMTs enable your spokesperson or expert to virtually visit a variety of television markets in rapid succession via a series of interviews that are pre-booked with participating  stations.

In reality, though, SMTs deliver more than TV exposure.  Most stations have robust web presences, enabling online audiences to see segments even if they missed the newscast on which a piece originally aired. Additionally, by incorporating audio and online interviews,  the SMT can rapidly morph from a television-only campaign into one that encompasses radio and online audiences, as well.   We’re even doing Blogger Media Tours, focusing on delivering interviews directly to targeted bloggers.

 SMT options:  solo or co-op

Most organizations work with a vendor (such as PR Newswire’ s MultiVu™ division) that coordinates pitching the story to TV stations and other outlets, coordinating  media bookings and managing all of the logistics, including the recording location (whether in a studio or elsewhere) and the communications with the media outlets and bloggers.

 

There are two different approaches to satellite media tours:  your brand can either go it alone, or you can join a couple other brands telling related stories on a cooperative effort, something we call a “co-op SMT.”    The magnitude of your organization’s story as well as your budget are two of the key factors in determining which approach to take for your story.

A co-op tour is a satellite media tour featuring two to four participants focusing on a particular topic or event, such as fitness, beauty, personal finance or sports. Each participant is given 20 seconds to convey their message.  Because resources are pooled the participants, co-ops provide a cost-effective option for reaching consumer audiences.

 What to expect:

Once you have decided to go ahead with your SMT, your MultiVu representative will work with you to coordinate all aspects of your media tour and will ensure that your SMT achieves optimum results. MultiVu will advise on tour date as well as coordinate all onsite logistics, whether at a studio or at a remote location.  We will also discuss key messages, create a one page media alert for use in pitching and determine the most effective overall strategy.   Pitching ideally gets underway a minimum of four weeks prior to tour date.  Strong, up-to-date media contacts mean everything when it comes to booking a media tour.  MultiVu maintains excellent relationships with individual producers at TV, Radio and internet shows who we know will be interested in your story.

On the day of the media tour, plan to have talent arrive approximately an hour before the first interview, this usually means around 5:00 or 5:30 AM ET.  “Business casual” attire is generally most appropriate, and  spokespeople should not wear white or heavily-patterned shirts.  Once at the studio, the spokesperson will go into makeup and your onsite SMT producer will review the morning’s activities and ensure that all technical facets of the tour are set. If possible, sit the spokesperson down for a quick dry run interview before the tour gets underway.  TV interviews will typically be between 2 and 3 minutes long, radio and web interviews will typically be longer (up to 10 minutes.)  The spokesperson will be alerted beforehand as to whether the interviews are live or taped and where the interviews are originating.

The day following the media tour, MultiVu will provide a preliminary report listing airings, audience reached and equivalent advertising values, and if available, streaming video links to the TV segments.  MultiVu will also produce a DVD copy of the entire satellite media tour for your records, which can later be used to assemble a highlights reel.

An evolving resource for media:

Media tours have evolved significantly over the last several years in step with the changing media environment.  For example, in years past, a “traditional” SMT took place between the hours of about 6:00-10:00 AM ET and included interviews solely on morning TV newscasts. Now, SMTS are often extended to 11:00 AM ET or even later to allow for increased booking opportunities, as some stations prefer to tape segments for later use.  Additionally, we’re also incorporating radio and online interviews into the tour, as these additional bookings mean significant added audience and return on your investment.

With the proper guidance, media tours can be a highly effective tool to convey your messages to the media as well as to the public at large, via both broadcast and online outlets.  If you have questions or want to learn more, contact the MultiVu team.

Learn how to empower your communications with visuals — join next week’s free webinar – details below. 

Click to register for our upcoming webinar on utilizing visuals to boost the effectiveness of B2B content.

Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of  the ebook  New School Press Release TacticsFollow her on Twitter at @sarahskerik.

 

Does Your Story Belong on TV? Look to Your Audience for the Answer

 

“How do I get my story on to TV?”

When we hear this question (and we hear it a lot) we know that the person asking it is really trying to meet a few different challenges. In reality, they’re asking “How do I reach a broad audience?” “How do I generate a high-impact message?” and “How do I tell my story visually?”

As you might guess, these few questions have a lot of answers. We’re going to tackle them over the next few days in a series of blog posts about using visual content to reach core groups.

multimedia comms webinar

Learn more about incorporating visuals into your B2B mix – click to register for our free webinar!

The best way to begin building a visual strategy is to start with your audience.

First, ask yourself who the brand really needs to reach with the message. That’s the key question you need to ask when setting the course for your visual story, and determining whether or not TV really is the best channel for your message. Morning talk and network news shows do reach a broad swath of consumers. If your story truly has broad public appeal, pursuing television coverage may in fact make a lot of sense.

It’s worth spending a few minutes thinking specifically about your story in the context of the audience, too. TV and radio producers are looking for “news you can use” content with easy-to-understand consumer messages. Stories need to be useful, interesting and relevant to the media outlet’s audiences if they’re to win consideration by the production staff.

Pro tip: Frame your story in the context of what the potential audience will find most relevant. That will give you the best shot at creating messages that will win media attention and resonate with target audiences.

However, if an honest assessment of your audience reveals that it’s more niche than national, TV probably isn’t the best route to take – but that doesn’t mean leaving video by the wayside. An array of online videos – including expert commentary, a real-life demo, and customer stories – can draw audience and be re-purposed for use in email campaigns, on social networks, in newsletters and on blog posts (to name just a few.)

Coming tomorrow: Getting your story onto TV (and other channels) with a satellite media tour.

Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of  the ebook  New School Press Release TacticsFollow her on Twitter at @sarahskerik.

MEDIA News: Media Moves at Newsday, Business Insider, Defense One 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.

Newsday Newsday (New York, NY): Former @WSJ President Gordon McLeod has been named Publisher @Newsday.

SI KIDS Sports Illustrated for Kids (New York, NY): Mark Bechtel (@SI_MarkBechtel) is the new Managing Editor of @SIKids. He most recently served as a Senior Editor at Sports Illustrated (@SInow).

Business Insider Business Insider (New York, NY): Anthony Weiner (@anthonyweiner) joins @businessinsider as a Political Columnist. His column titled “Weiner!” will appear the last Friday of every month.

Defense One Defense One (Washington, DC): Ben Watson (@iBenwatson) takes the reins as News Editor @DefenseOne.

BuzzFeed BuzzFeed (New York, NY): Former Breaking News Reporter Adrian Carrasquillo (@RealAdrianC) has been promoted to Editor of Latino Coverage @buzzfeed. And Alison Willmore (@AlisonWillmore) will be Buzzfeed’s first Film Critic.

Gawker Gawker (@Gawker) (tips@gawker.com): The new Editor-in-Chief at Gawker is Max Read (@Max_Read).

Los Angeles Times Los Angeles Times (Los Angeles, CA): The Times (@LATimes) names Kimi Yoshino (kimi.yoshino@latimes.com) (@kyoshino) Business Editor.

Degen Pener The Hollywood Reporter (Los Angeles, CA): Culture Editor Degen Pener  (@DegenPener) will serve in the same position with Billboard (@billboard) also.

Mashable Mashable (@Mashable) (news@mashable.com): Ashley Codianni (@AshleyCodianni) will soon be the Director of News Videos at Mashable.

Salon.com Salon.com (@Salon): Laura Bennett (@LBennett) will soon be the new Culture Editor at Salon.

The Verge The Verge (@Verge): Matthew Schnipper (@MattSchnipper) will be the new Managing Editor.

The Daily Beast The Daily Beast (@TheDailyBeast): Malcolm Jones has been promoted to Book Editor at The Daily Beast.

Slate Slate.com (@Slate): The newest contributor for Slate.com is Jamelle Bouie (@JBouie). His focus will be on politics and race.

epicurious Epicurious.com (@Epicurious): Danica Lo (@DanicaLo) is the new Executive Editor at Epicurious.

Chicago Sun-Times Chicago Sun-Times.com (Chicago, IL): Deputy Features Editor Sue Ontiveros (@SueOntiveros) is resigning from the daily (@Suntimes) after 30 years of service. She will continue to serve at the paper by posting a weekly editorial page column about social issues and blogging about nutrition, fitness, wellness and food online on a freelance basis.

Capitol File Mag Capitol File (Washington, DC): Amy Moeller (@amyemoeller) has been hired as an Associate Editor @capitolfilemag.

Billboard Billboard (New York, NY): Frank DiGiacomo (@frankdigiacomo) joins @billboard as a Contributing Editor and Carson Griffith (@CarsonGriffith) joins as a Contributor.

PIX11 WPIX-TV (New York, NY): WPIX-TV (@wpix) launches “PIX11 Investigates”, an investigative news program, featuring Arnold Diaz, Mary Murphy (@MurphyPIX), and Howard Thompson (@PIXHelpMeHoward) as hosts.

Essence Magazine Essence Magazine (New York, NY): Deena Campbell (@DeenaCampbell) is the new Hair and Beauty Editor @essencemag.

domino Domino Magazine (New York, NY): Krissy Tiglias (@krissytiglias) is the new Digital Director @dominomag.

Star Tribune The Star Tribune (Minneapolis, MN): Matt Vensel @mattvensel) is joining the paper (@StarTribune) as a Sports Reporter covering the Minnesota Vikings football team. He was most recently with The Baltimore Sun.

Duluth~Superior Mag Duluth-Superior Magazine (Duluth, MN): The monthly lifestyle periodical (@DSMagazine) focused on the Duluth region, has closed down. The magazine had been in print since 2008.

Washington Post The Washington Post (Washington, DC): Scott Allen (@ScottSAllen) joins the Sports Staff as a Reporter/Blogger.

Daily Herald (Arlington Heights, IL): Chicago Blackhawks beat writer Tim Sassone (@TimSassone) recently passed away. Tim covered the Blackhawks and hockey for the last 26 years.

SCVSignal The Signal (Santa Clarita, CA): The Signal (@SCVSignal) promotes Russ Briley to Publisher.

Simi Valley Acorn Simi Valley Acorn (Agoura Hills, CA): The Acorn (@SVAcorn) welcomes Darleen Principe as Editor.

Petoskey News-Review The Petoskey News-Review (Petoskey, MI): Rachel Brougham is the new Assistant Editor @PetoskeyNews.

MEDIAware’s full weekly version can be found at:www.prnewswire.com/knowledge-center/medi…

PR Newswire’s Audience Research Department provides daily updates on Twitter (twitter.com/PRNmedia).

Detailed outlet and contact information is available at agility.prnewswire.com.

5 PR Tactics for Internal Communications

Internal Collaboration
With the proliferation of social media channels, employees have become 24/7 brand ambassadors for their companies and the lines between internal and external communications are continuously blurring. Therefore, employers have as much of a responsibility to engage and inspire their internal staff as they do with external audiences.

The tactics discussed at Business Development Institute’s Internal Communications and Collaboration Leadership Forum closely mirrored the new school PR and marketing tactics that organizations are employing to drive action from their consumers. After all, employees are simultaneously consuming the information they produce and should therefore believe in the same brand promises they make to the public. The following tactics illustrate how you can improve your employee experience using similar tactics used to engage external audiences

Create useful content

Treat the initiatives happening around your company as important breaking news. Editorial content such as blog posts and articles help amplify positive growth around the company and keep teams across the organization informed about the overall mission and business strategy.

Senior leaders as chief communicators

According to a survey conducted by Brilliant Ink, 80% of employees feel more engaged when they receive inspiring communications from senior leaders. Quotes from executive leadership establish trust and humanizes the brand from both an employee and consumer standpoint.

Utilize multimedia 

Video messages and teleconferencing are other ways to humanize the organization by bringing communications to a personal level and are far more engaging than a text only email. Below is a video used by AIG that motivated their employees to “bring on tomorrow.”

Use internal social media with purpose

The social channels used by consumers such as Facebook, Twitter, and LinkedIn meet different needs of their audiences, and enterprise social channels are no different. Your internal communication channels need a thoughtful strategy behind them to keep people engaged and understand the value of communicating on that space. Ultimately it is best to minimize the number of places that people have to go for communications.

Communicate the value or benefit of an employee’s labor

PR and marketing professionals are ultimately trying to communicate why their product or service is important to consumers. Employees need to feel the same sense of importance when it comes to their work. Research by AIG reports that 70% or more of strategic and change programs fail without effective manager communications. Connecting the dots between daily work and the overall company strategy is vital to maintaining productivity and helping an employee understand where they fit in.

It is widely understood that there is a direct and positive relationship between employee engagement and overall company growth; organizations that invest in creating a more unified work environment experience more productivity and financial growth than those that do not. Plan your internal communications strategies with the same attention and care as you do externally in order to drive inspiration and action from employees.

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

Content We Love: Amplifying Owned Content

ContentWeLove

Click here to download to free ebook "Read It, Watch It, or Tweet It – How Americans Read and Share News"

Click here to download to free ebook “Read It, Watch It, or Tweet It – How Americans Read and Share News”

Today’s buying journey is heavily dependent on discoverability, peer or influencer recommendations, and trust. Attempting to promote the content you’ve worked hard to create by relying solely on owned channels such as your company website or social media accounts can prevent those messages from being discovered beyond the audiences you’ve already acquired.

Think about the people who need your help but are unaware that you are the solution to their problem — how will they find you? Having your message resurface on other trusted industry websites via search engines or mentioned by the media (either in an article, or a tweet) can make all the difference between a gain and loss of audience, prospects and ultimately ROI. Therefore, if your brand has invested resources into creating content, putting some muscle behind the promotion of those messages is imperative.

Today’s featured content from Inkhouse is near and dear to our hearts, in terms of both subject and format.  The firm used a press release titled, “In TV We (Still) Trust: 73 Percent of Americans Cite Television as Their Preferred and Most Trusted News Source – Topping Online, Print and Social Media” to share the findings of a survey they conducted with GMI Research on Americans’ news consumption habits.

This subject remains a hot button issue as the digital age continues to evolve traditional news formats and redefine what is newsworthy, and Inkhouse capitalised fully on the opportunity to make this information discoverable to the journalists, bloggers and other influentials interested in the topic, using creative content distribution  to amplify owned content.

INKHOUSE INFOGRAPHICAccording to the survey, Americans are consuming news in a variety of different ways but rely on certain channels more than others. Press releases are cited as the most trusted source of company generated news, more than blog posts or articles by the CEO and advertisements.

Audiences are particularly wary of being fed corporate propaganda, but press releases – which are on-record statements and disclosures –  are viewed as credible sources of news and information by public audiences.

Obviously, we’re interested in the subject matter and love the fact that press releases were found to be viewed so favorably by the public.  Content aside, however, the message shines for a number of other reasons:

  • An intriguing headline that includes a stat commands the reader’s attention and is almost perfectly tweet-able;
  • An infographic is included as a visual asset to fuel engagement and social sharing.  It beautifully illustrates the main findings of the survey in a concise format to help the reader process this information quickly;
  • A quote from Beth Monaghan, co-founder and principal of InkHouse promotes the company’s thought leadership and brings a human element to the brand message;
  • Tight bullet points neatly summarize other key findings from the survey for the readers who are quickly scanning the page for information most pertinent to them
  • Finally, a call-to-action that drives traffic back to the company website,  generating ROI.

This press release is a brilliant example of utilizing distribution in a creative way that reflects the convergence of marketing and PR. Kudos to Inkhouse on an A+ press release!

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

 

The Media Evolution and Its Impact on PR

panelists

Media Evolution Panelists Ellyn Angelotti, Theodore Kim, and David Cohn

Newsrooms traditionally reached their audience through one channel and measured a story’s success by its impact on the local community.

However, that’s all changed, said Ellyn Angelotti, Director of Custom Programs at the Poynter Institute for Media Studies.

Audiences now access a media outlet through multiple channels. In addition to traditional print and broadcasting, newsrooms maintain desktop and mobile sites, tablet apps, blogs, and social media.

Did you miss the webinar? Here’s the link to the on-demand version: The Media Evolution Webinar

The community has diversified and impact is measured on a greater scale.

Angelotti, who also teaches social media and law at Poynter, was joined by Circa News Director David Cohn, Washington Post Mobile/Tablet Editor Theodore Kim, and moderator Sarah Skerik for a discussion on how newsrooms are adapting to the ever-changing media environment.

At the Washington Post, Kim said, evaluating a story’s success depends on the individual piece. While the publication’s ultimate goal is to effect positive change in government and society, the Post offers news sections and 30+ blogs on a variety of topics. An entertainment or sports story may be guided by different metrics.

Each section looks beyond universal metrics to discover how specific engagement is influenced by human production.  The Post may examine a story’s clickthroughs to determine whether there is something in the user experience, headline, or story arc that worked well and can be replicated or improved upon.

Kim clarified, though, that it’s important to remember every newsroom – from the Huffington Post and New York Times to the Dallas Morning News – has different revenue strategies and ways it views its audience.

For instance, whereas news is commonly thought of as a one way stream, Cohn said Circa looks at it as a back-and-forth relationship between the outlet and audience.

The mobile news app measures success based on a unique metric. When a reader is on the app, they can “follow” a story that interests them. The next time someone visits the app, Cohn’s team delivers quick updates based on what’s changed since that individual’s last visit.

Keeping track of what readers consume allows the app to customize the best possible experience and build a relationship over time.

Metrics’ Impact on Journalists and Newsrooms

Although a journalist may be more focused on serving their audience than forecasting metrics, it’s clear that metrics have had an impact on storytelling and the role of journalists over time.

One of these changes is a breakdown in the inverted pyramid structure. Kim cited the popularity of the Post’s 9 Questions About Syria You Were Too Embarrassed to Ask and how it bridged the gap between old and new storytelling.

On the one hand, the story fit the traditional role of the media by educating its audience on the intricacies of an important and complex topic. However, its execution took a new approach. The headline was written to be very shareable on social media and the story format broke the issue down into 9 bite-size items of substance.

Circa, similarly, has found success by organizing its stories into atomic units: facts, quotes, statistics, events, and images. These “snackable” formats are gaining popularity because audiences want to get to the point quickly.

Metrics also come into play when determining which stories are published.

Newsworthiness used to be decided by editors and publishers, said Angelotti. But more often, we’re seeing it defined by what a newsroom’s social networks and online audience are talking about.

Kim agreed, with a caveat. If everyone is talking about something on social media, a news organization should pay attention to it; however, it may not necessarily be newsworthy.

We have to keep in mind that the number of active social media users is a fraction of the world population, he said.  When something is being talked about on Twitter, the tendency is to think that everyone is talking about it. That’s not always the case.

Because of this, most journalists use every tool that’s out there: They’ll have multiple columns up in Tweetdeck while filtering through incoming email and keeping an eye on Google News alerts, saved searches, and the newsroom’s other notification systems.

As Angelotti succinctly put it: “Journalists have gone from just being storytellers to sensemakers.”

It’s a journalist’s responsibility to sort through the glut of information, verify it, add context, and give the audience the resources to think critically.

How can PR help, not hurt this newsgathering process?

Kim estimated that he receives 600-700 emails a day. Conservatively, 10 of those emails are relevant pitches for stories.

To improve your pitch’s chance of cutting through the other emails, it’s important to understand a journalist’s audience. Journalists develop a niche and expertise. They know and understand who their audience is and how to serve them. “If your pitch can sync to that, all the better,” said Cohn. “If it’s out of left field, it’s like finger nails on chalk board.”

Angelotti said that a pitch is more compelling if you go beyond the boilerplate information, and tell a story. A good journalist will take that as a first step and push it further. They may not use your version of the story, but the process you undergo to research and craft your brand’s narrative surfaces valuable insight.

The same goes for multimedia, said Kim. Although it’s helpful to have images and video available, many reporters will not use your video package in its entirety. It’s important to make your materials editable and easy to break apart.

The panelists agreed that the best way to get your story heard is by building a relationship with the journalist. “Ask yourself: How many times have you engaged with a reporter on Twitter? Have you retweeted and read their stuff?” suggested Kim.

One thing is clear: While journalism and public relations are constantly in flux, thorough and thoughtful relationship building isn’t going anywhere.

Want to learn more about the issues and trends affecting journalists and bloggers? Subscribe to PR Newswire’s new Beyond Bylines blog to stay up to date with the media industry.

As a media relations manager at PR Newswire, Amanda Hicken enjoys helping journalists and bloggers customize the news they receive on PR Newswire for Journalists. Follow her at @PRNewswire and @ADHicken.