3/4/2011

Media Relations
in the Digital World

R A N D Y E I LT S
D I R E C T O R O F P U B L I C R E L AT I O N S
G LY N N D E V I N S

LIFE SERVICES NETWORK

ANNUAL MEETING & EXHIBITION
F R I D AY, M A R C H 2 5 , 2 0 11

Media Relations in the Digital World

 Determine what is newsworthy

in your organization
 Challenges and opportunities

 New opportunities for exposure

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What is Newsworthy?

• Think about what is happening within your

community

• Ta k e t i m e t o d i s c u s s w i t h a l l d e p a r t m e n t h e a d s
(a true assessment of everything)

• Interesting residents and staff with unique story

• Tr e n d s a n d s t a t i s t i c s t h a t y o u d e v e l o p

• Ask yourself, would you want to read about this

in the paper?

 Story engine
Newsworthy?  Outcome was list of story ideas:

Examples from  Resident connection to ASU

Friendship Village (volunteer and text book author)
of Tempe.
 Resident meets with local prisoners
 25 employees with 20 years of service
 88/50; 52/60; 9/70
 Couple does archaeological digs
 Residents give $30,000 in scholarships
 Aging in Motion/Personal training

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Public Relations/Media Relations

Traditional

• Develop a strategy
• Develop a media list
• Write a news release/media advisory
• Distribute to media (local, regional,
national, trades)
• Conduct follow-up
• Monitor for media clips
• Provide client with report

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Traditional Media Relations Results

Media Relations Today

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Public Relations/Media Relations

Digital Media Relations

• Develop a strategy
• Develop a media list
• Write a news release/media advisory
(incorporate links)
• Distribute to media
• Conduct follow-up
• Monitor for published clips, online clips
and social media mentions
• Provide client with report

Public Relations/Media Relations

Traditional Digital

• Develop a strategy
• Develop a strategy
• Develop a media list
• Develop a media list
• Write a news release/media advisory
• Write a news release/media advisory
(incorporate links)
• Distribute to media (local, regional,
• Distribute to media
national, trades)
• Conduct follow-up
• Conduct follow-up
• Monitor for published clips, online clips
• Monitor for media clips
and social media mentions
• Provide client with report
• Provide client with report

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New Survey

SURVEY RESULTS

• 73.4%
73 4% read one or more blogs to keep up
on subject matter they cover

• 55.5% use Twitter to research stories (up 19%)

• 73.4% use Facebook to research stories

• 97% use online newsrooms

• 54.3% seek audio or video material from

corporate websites

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SURVEY RESULTS
Use of Social Media

• 90.2%-Facebook

• 69.1%-LinkedIn

• 62.9%-Twitter

• 13.7%-Myspace
13 7% Myspace

• 6.5%-Digg

Building Your
Media List

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Building Your
Media List

Quick Search

Quick Search Results

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Quick Search Results

Quick Search Results

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Finding Media on Twitter

Finding Media on Twitter

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Finding Media on Twitter

Finding Media
on Twitter

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Online Public Relations

ONLINE PR & SEO BENEFITS INCLUDE INCREASED:

• Traffic to your website

• Rankings in search engine results

• Inbound links to your website

• Pickups by industry publications

Social Media
News Release

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“New media releases represent the opportunity to

share news in way that reaches people with the
information that matters to them, in the ways that
they use to digest and in turn share with others
…while also giving them the ability interact with
you directly or indirectly…Social media releases
are designed to get the conversation going,
providing readers with the ability to disseminate
information and multimedia
multimedia, bookmark and share
the content, and in turn, spark threads.”

Brian Solis, FutureWorks

News Releases and Hyperlinks

Use Your Release as a

Digital Marketing Tool

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Incorporate
Hyperlinks on
Your News
Release

Links to Website

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Redstone Examples

Redstone Example

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Redstone Example

Don’t Forget YouTube

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Rose Villa Examples

Rose Villa Example

Event news release nets results

•Genuine human interest

•Very visual

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Online Distribution

P RWe b . c o m
PRLog.com
E-releases.com
dBusinessNews.com

Tracking Results

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Socialmention.com

 Traditional media relations

is rapidly changing
 Continue
C ti tto build
b ild relationships
l ti hi
Media Relations with journalists
in the  Internet allows for even
Digital World greater exposure
 Adapt a “do it yourself” strategy

 Enhance y
your marketing
g thru online
public relations
 Increase search engine optimization

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THANK YOU!

Randy Eilts
reilts@glynndevins.com
913-491-0600, ext. 141

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