In today’s online news environment, the story never ends. And now there are more stories than ever before. So how do you ensure your news gets the attention it deserves? In this presentation, you'll learn about the reality of today’s newsrooms; how to build relationships and target your news effectively; the need for quality multimedia assets, and incorporating continuous measurement to adjust your strategy for success.

1. Delivering Your News with Impact Laurie Smith. Vice President, Culture & Communications

2. Delivering your news with impact

3. The web has changed everything

4. 1. Know your audience

7. News breaks on the web “A reporter’s job is now very different than it was ten years ago. They go to work in the morning, they birth a story on the Web, they develop it through the day and then hopefully have something that’s significantly different for the paper the next morning.” - Scott Anderson, senior vice president of Content, Postmedia Network

8. The deadline is now “There are no deadlines anymore. The concept of a deadline is something that was oh, so six months ago. The deadline is now.” – David Akin, National Bureau Chief, Sun Media

9. The story never ends “The public relations business is even more important now. Reporting is more of a process, in that the story is going to continue to evolve, and PR people need stay involved. Be aware that the story never ends.” – Mathew Ingram, senior writer at the GigaOm blog network

10. Listen carefully to what your audiences are saying It’s easy to get started: Set up Google Alerts Conduct Twitter searches Use social bookmarking Develop rules of engagement for how to respond Consider more intelligent, automated platforms that can lighten the load

11. Be social “I’ve had people contact me and pitch a story that I just wrote about. So that shows: a) they haven’t read the publication; and b) they have no clue who I am or what I write about.” – Mathew Ingram senior writer at the GigaOm blog network

12. Tips for targeting reporters and bloggers Monitor mainstream media, blogs, and social networks for your keywords Read relevant articles, publications, blogs, twitter feeds, and engage on those channels Pay attention to the by-lines –who is writing about you or your competitors Bookmark relevant articles – refer to them later in pitches Use a media database to qualify your contacts and save time

13. 2. Decide what good looks like

14. Decide what good looks like Many tools, free and paid, are available to measure the success of your campaigns Create tangible objectives linked to measurable metrics Establish a baseline for the metrics you plan to measure Then measure!

15. Sample objectives Drive traffic to the site with the goal of reaching 1 million unique visitors by December 2011 Secure quality branded coverage with campaign messaging. Seventy-five per cent of coverage should include branding and campaign messaging. Increase subscription to e-newsletter by 30 per cent. Reach 4 million Canadians through the online video within the month of December Garner at least 400 views of video on YouTube by month-end with the majority of views coming from Canada

16. 3. Be resourceful

17. Use a newswire service!

18. Give reporters what they need “I get a lot of press releases through email, which is very difficult to manage and its hard to filter the kind of information that I really need." - Sean Stanleigh, Your Business Editor, The Globe and Mail

19. Tailor content to suit the opportunity Toronto Hydro customers can see their Earth Hour Impact online today

20. 4. Create an advantage with multimedia

21. Newsrooms need multimedia “Journalists are not looking for just a print press release now. They’re being asked by their editors for multimedia – whether there is a photo or a video and what is the potential for social media. You need to think about this when putting out a package for reporters.” – Scott Anderson

22. Create an advantage with multimedia Clarify your message and draw attention to your news withphotos, videos and audio files 39% of journalists said multimedia helped them better understand a story 11% of journalists said multimedia is helpful when pitching a story to an editor 19% of journalists said multimedia assets get used in the outlet’s digital, print or broadcast editions.

23. Photography Liberal Party of Canada

24. Photography Merck Frosst Canada

25. Video Heart and Stroke Foundationof Canada

26. Know your audience “Just received a 10-minute video a PR person sent me. By courier. On videotape. Seriously.” - Philip Moscovitch, CBC Radio, Halifax

27. A complete news package

28. Introducing the Social Newswire

29. Delivering your news with impact Know your audience Decide what good looks like Be resourceful Create an advantage with multimedia