Does the news release still matter stuart bruce

DOES THE NEWS
RELEASE STILL MATTER?
STUART BRUCE
Digital corporate
communications and online
public relation consultancy and
training

@stuartbruce

Do you know this man?

#CIPRsm @stuartbruce www.stuartbruce.eu

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 = MC
Every 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

Syndicate/link
Search Tag Cloud
other content

Coverage Corporate
Spokespeople
Archive Calendar

Content
Backgrounders
Sharing


Elements of a social media news release

HEADLINE INTRO BODY ANCHOR TEXT

QUOTES EXTRA FACTS MULTIMEDIA INFOGRAPHICS

SOCIAL SOCIAL
EMAIL SHARING LINKS
SHARING BOOKMARKING

CREATIVE
CONTACTS
COMMONS


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


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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