Digital media and shifts in media consumption require a new approach to media relations. Use your experts, partner with other credible sources and provide visual assets to reporters.

1. Collaborative
Media Relations

4. Credibility
Brands wishing to make their voice heard on an
issue or subject need to
• Develop clear points of view
• Express them across all platforms
• Build a network of supporters - offline and
online.

6. Emergence of the Digital Journalist
• They are working much harder
• Also working much smarter
• Not taking “canned” stories at face value
• Using a wide range of assets to tell a story
• Querying the quality and veracity of a source
• Expectation of brand communication is
significantly different

7. New Media Relations
1. Credibility is vital
2. Brands that adopt
both social and
digital will be better
placed to win
media coverage

8. What the media wants
• Access to experts
• The full range of
storytelling assets:
– Video
– Images
– Infographics
– Opinion-led content
with a clear point of
view

10. Find an expert in dry skin (Dr. Peter Helton is in Newport Beach)
Find an expert in the healing properties of seaweed – UC Irvine
Dermatology-School of Medicine
Trace the Irish roots of this practice - Irish Seaweed Research Group,
Ryan Institute
Link the practice to the location – Newport Beach
Develop a story about the benefits of seaweed for health and skincare

11. Experts
• Create a database of experts within your
company/organization and their areas of
expertise
• Find out what projects they are working on
• Figure out how you could leverage that into a
news story with visual assets

12. Collaborate
“We believe journalists, scholars and
researchers can -- and should -- be natural
collaborators.”
Stanford University.

13. Journalists
• Reach out with story
ideas based on your
expert’s knowledge
or research
• Include other experts
• Invite the journalist/s
to develop the story
with your expert/s

14. Multimedia
News organizations are
short on time and
resources
Collaborate on interactive
stories that use emerging
multimedia, data
visualization, and mapping
techniques

15. Ideas
ABC News recently did a story on college binge
drinking.
Tie in to National Alcohol and Drug addiction
recovery month.
A drug rehab and education nonprofit could partner
with health experts to develop in-depth coverage of
binge drinking in college and the possible
connection to addiction.

16. Successful Partnerships
Lingerie retailer who sells exercise bras partners
with UK university researcher to develop a story
about the health risks for women who exercise.

20. Missed Opportunity

21. Successful Partnerships
The San Francisco Estuary Institute's Aquatic
Science Center and Stanford teamed up with
KQED's science and environment program
QUEST to address one of the most complex and
contentious stories in California: the fate of the
Sacramento-San Joaquin Delta, the state's most
vital water source.

22. • The interactive feature, “Envisioning
California's Delta As It Was,” launched on
KQED's website in May 2012.
• More than 20 pages of interactive
maps, charts and archival imagery
• Historical clues that researchers used to
envision what the Delta was like before the
Gold Rush
• The creation of rich farmlands, and the
aqueducts that carry water to farmlands and
cities hundreds of miles away.

26. Takeaways
• Use your newsroom to highlight your experts
• Find stories the media might be interested in
• Post these story ideas in your newsroom
• Develop resources to tell the story with
multimedia assets
• If you don’t have these resources in-house find an
outsourced partner
• Post the digital assets in your newsroom
• Work with the journalists and researchers to
expand and develop the story

27. Questions?
sally@press-feed.com
Demo request?
www.press-feed.com
@PRESSfeed