1. The News Media is
Evolving
…and so should your PR approach
Amelia Turney, Account Director
@foodieflack
Anna Ruth Williams, Founder + CEO
@annaruth
@ar_ _ pr #DigATL

2. What’s your dream headline?
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#DigATL

3. Overview
• Today’s news media environment
• Where readers & journalists are
(hint: it’s
not too different)
• Changing your PR approach
• Maximizing your reach
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#DigATL

4. News Media is Evolving
• In 2012, total traffic to the top 25
news sites increased 7.2% (source:
comScore)
• Journalist layoffs have scaled
newsrooms back by 30% placing added constraints on
reporting (source: Pew Research)
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#DigATL

5. Today’s Media Consumers
• 20% of consumers read
news via social media
(source: Pew Research)
• Consumers under the
age of 45:
– 55% primarily consumer
news via Internet
– 28% via TV
– 5% via newspaper
(source: Reynolds Journalism Institiute)
(source: Reuters Institute for the Study of Journalism)
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#DigATL

6. Today’s Media Consumers
• 23% of consumers under 45
actively engage in
aggregating and curating
news.
• 25% share news via email
or social media weekly.
• 1 in 5 comment on articles
on social media.
• 61% of the most active news
consumers and commenters
are men.
(source: Reuters Institute for the Study of Journalism)
@ar_ _ pr
#DigATL

7. The Connected Journalist
•59% of journalists use Twitter, compared to 47%
in 2012 (source: Weber Shandwick)
•92% of journalists are on LinkedIn, making it the
most used social media platform by journalists
(source: PRNews)
•6% of journalists’ first option for researching a
story is to consult a brand’s website (source: Weber
Shandwick)
•On average, journalists visit 2.6 social media
channels for each article they research (source:
PRDaily)
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#DigATL

8. Increasing Need for
Shareable PR Content
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#DigATL

9. Start with a Media Database
• Your media list should
include:
–
–
–
–
Reporter email addresses
Reporter Twitter handles
Media outlet Twitter handles
Reporter LinkedIn URL’s
• Start your engagement with a personal
touch
– Follow target reporters and media outlets on Twitter
– Connect with target journalists on LinkedIn and send a
@ar_ _ pr
quick, personal note
#DigATL

10. Powerful Press Releases
•
80% of Internet browsers prefer videos over
images and text in press releases
(source: Real Effect)
•
Including photos in your press release
increases engagement by about 18% and
video by 55% (source: HubSpot)
•
Understand and abide by Google’s new Link
Scheme rules:
@ar_ _ pr
#DigATL

11. Pitch Reporters on Social Media
As reporters flock to social media
for story sources, cut through the
inbox clutter and reach out to
them on Twitter and LinkedIn.
@ar_ _ pr
#DigATL

12. Have a Kick Ass Video
and always share it with reporters
Media outlets are looking to
engage readers and keep them
on their sites for longer periods of
time to increase ad revenue.
As a result, they’ll often place
YOUR video on THEIR site
alongside editorial content.
@ar_ _ pr
#DigATL

13. Use Social Media to Create
Credibility
Reporters are always seeking valuable
interview sources and are increasingly
turning to social media to find and vet
brands and products.
– Regularly share thought leadership on your
social media channels
– Accurately depict your products/services on
LinkedIn
– Use search keywords throughout your social
media pages and in status updates
– Demonstrate your marketplace success,
happy customers, etc.
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#DigATL

14. Don’t Forget Your Personal Brand
Reporters will vet interview sources to
determine credibility and subject matter
expertise. Ensure your company’s
leaders have strong digital visibility.
• Complete, professional LinkedIn
profiles full of industry keywords
• Active and engaging Twitter
accounts
• Powerful bios available on your
website
• Fresh headshots that are “on
brand” and reflect your corporate
culture
@ar_ _ pr
#DigATL

15. Make PR Reach Further
• Cross-post press releases and media placements on
your social media, blog & website
• Tag outlets/reporters on social media
• Share news stories in your email marketing
• Ask employees to share news articles to LinkedIn
and Twitter networks
• Hang media placements in your office
@ar_ _ pr
#DigATL

16. Questions?
@ar_ _ pr
#DigATL

17. Contact:
Offices in Atlanta Tech Village
and
Launch Pad New Orleans (coming October 2013)
855.300.8209 | annaruthpr.com
annaruth@annaruthpr.com | amelia@annaruthpr.com
linkedin.com/company/arpr
facebook.com/annaruthpr
@ar__pr