6. Plenty of Options
Media Relations
Customer Investor
Relations Relations
Public Affairs Labor Relations
Public Relations
Industry Community
Relations Relations
Analyst Relations
6
7. Mass Media Addict
Newspapers
Television Media Relations Magazines
Radio
7
25. Convenience Communications
• Content’s claim to the crown
• User experience and reputation
• Flash, PDFs, UI, Navigation
• Ease of Use Drives Adoption
Photo by Spackletoe
Evolution of Customer Experience
Usability Expert Jakob Nielsen on User Experience and Reputation
25
35. Analog Dollars to Digital Pennies
Source: Newspaper Association of America
35
36. Discoverability and Amplification
New Media
Websites
Monitoring Email
Microblogging SEO
Content Social
Blogs/Podcasts
Networks
N t k
Pure Social
Networks
Social Media
36
51. Policy Elements Transparency of
Public
Information
Penalties Respectfulness
IT Policy Privacy
Social Media
Legal Matters
Policy
y Confidentiality
Crisis
Diplomacy
Considerations
Conflict
Disclaimers
Resolution
51
56. Your Cirriculum
New Media
Websites
Monitoring Email
Microblogging SEO
Content Social
Blogs/Podcasts
Networks
N t k
Pure Social
Networks
Social Media
56
71. Channel Map
New Media
Websites
Monitoring Email
Microblogging SEO
Content Social
Blogs/Podcasts
Networks
N t k
Pure Social
Networks
Social Media
71
76. End of Segmentation
“The Internet interprets censorship as damage
and routes around it.”
John Gilmore, Co-Founder
Co Founder
Electronic Freedom Foundation
76
78. Organizing Your Web Presence First
1. Your website i th most credible
1 Y b it is the t dibl
source of information online about
your organization
organization.
2. A press release distributed on a paid
newswire service is the second most
credible source of information online
about your organization.
According to a survey [PDF] of 1200 journalists by PR Newswire and PR Week.
78
80. Online Newsrooms
Column 1 Column 2 Column 3 Column 4
Ma Nav by Topic
y
Press Info
ain
Site Search
Subscriptions
Sub Na for
Secondary
dia
av
Emphasis
E h i
Med
cs
Lead Story with
Hot Topic
Clickable
Thumbnail
Headline
Primary Logical Thumbnails in Sub Headline
Emphasis Path Index
80
81. Subscription Kiosks
Subscript
ion Kiosk
with
RSS,
Email
and
Sharing
The Subscription Kiosk should be used as a
function element on every page within the
online newsroom
newsroom.
81
82. Subscription Kiosks ‐ RSS
Clickab
Cli k b
le RSS
Text
and
Icon
Step One – Visitor clicks
the RSS text or icon.
82
84. Subscription Kiosks – One‐Click Import
Close Option
One Click Subscription
to Google Reader or
iGoogle
Subscribe via
Internet Explorer or
Firefox
View Raw RSS
Feed
Step Three– Branded icons help
visitors move their subscriptions
into their RSS reader of choice, 84
subscribe via browser or view a raw
87. Subscription Kiosks – Email Authentication Links
Email
E il
Sent
from
Online
Newsroo
m
Unique
Domain
URL
Step Three– Visitor clicks on an unique
hyperlink sent to the registered email
address f
dd from th newsroom’s d
the ’ domain.
i
87
89. Subscription Kiosks ‐ Sharing
Clickable
Cli k bl
Share Text
and Icon
Step O
S One – Vi i
Visitor
clicks the Share text
or icon.
89
90. Subscription Kiosks – Sharing via Social Networks
Clickable Share
Text and Icon
Forward via Email
Format to Print
Page Title, Website,
Category, Publisher
(Specific to General)
Permalink
Facebook CAPTCHA
90
92. Experts Database
Expert Database Search Results Expert Detail Page
Sort By O ti
S t B Option
Paginated Results
Searches “Area of
Expertise” field
(manually entered)
Thumbnail Image
Newsroom Links
92
100. Entergy Storm Center Maps Power Outages
Color
Coded by
Size
Outage
Street
Level
Detail
100
101. Crisis Communications Template
Standard Black Box
Homepage Homepage
Black
Box
Background No Background
Image Image
Crisis Footer
Standard
Footer
101
148. Blogger Relations to Drive Media Relations
• Top 100 blogs
• Hyperlocal blogs
• Corporate blogs
148
149. Cory Doctorow’s Blogger Relations Tips
• Have a link
• Have a permanent link
• Have a link for everything
• Avoid flash sites
• Avoid PDFs
• Make video downloadable and streamable
• Put your URL on your images
• Li ki
Linking policies are ridiculous
li i idi l
• Specify credit and usage rights
• Send suggestions by the preferred means
149
152. Case Study: Blog Crisis
Lessons Learned
• Acknowledge immediately on website or blog
• Identify influential bloggers in advance
• Cultivate an inner circle of influential bl
l l f fl l bloggers
152
169. Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com
[ ] p [ ] Email
schwartzmanpr.com Website
ontherecordpodcast.com
p Podcast
spinfluencer.com Blog
ericschwartzman Friendfeed
@ericschwartzman Twitter
facebook.com/ericschwartzman
/ Facebook
Copyright applies to this document – some rights reserved This work is licensed under a Creative Commons
reserved. Commons.
Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0
169