Media Relations

The Impact of Social Media on Today’s Newsroom

social-media-newsroom1It’s no surprise to anyone that we are in the midst of a digital era of news coverage and storytelling. Today we live in the real-time, personal web and the way we find news (or news finds us) is novel. From a PR standpoint, we now include social media metrics into recap reports, we develop hashtags for real time engagement at events, and we even pitch select reporters via Twitter. At the recent journalism session I attended at Social Media Week Los Angeles, however, I got an intimate view into the way social media has impacted the “other half”— as some of LA’s most respected journalists came together to reflect on the impact of social media on today’s newsroom. Below are some salient takeaways:

1. Anyone can be a news producer

Whether they are “reporting” via YouTube, Twitter or Facebook, citizens are reporters, and as a result, journalists have lost the monopoly of information streaming and sharing. They are no longer the messengers nor are they the only valuable information sources—“public” journalism has taken over. As Chris Schauble, the co-anchor of KTLA 5 Morning News stated, Twitter enables users—including him— to be…

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BuzzLine

BuzzLine: Lower Gas Prices

Gas prices across the country are dropping below $3.00 a gallon and with the U.S. oil industry producing its highest levels in 30 years, this could provide some long-term relief for American motorists. Currently, the lowest figure in the country is $2.877, and the prices could fall even lower.

This brings us to today’s BuzzLine contest. In this week’s contest, you get to pick a side:

If you were in PR for a national chain of gas stations and you were charged with promoting more fuel consumption with lower prices, tell us in exactly six words what your marketing messages might be:

  • Full tank. Now for less bank.
  • Go ahead, put the pedal down.

OR, you can take the side of a conservationist and counter with exactly six words that argue for less fuel consumption:

  • Costs even less to ride a bike!
  • Eat chili and gas is FREE.

Leave your answers in the comments and we’ll reward the winner with a Starbucks gift card! So whether you’re binging on Netflix or fighting crime, take a break, ‘cause it’s BuzzLine time.

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Digital Marketing

Why “I hate math” is a PR Pro’s Death Sentence #PSRAICON

Photo courtesy: GithubThe day of my Econ 101 final, I swore off functions, curves and computations forever and declared a major in the farthest thing away I could find — French. And (while I’m being honest), when I began a career in PR, I never thought complex, algorithm-based analytics would become a cornerstone of my day-to-day decision-making. But thanks to Facebook, Google and that beast we call Big Data, they have.

At this week’s PRSA International Conference in Washington DC, Facebook’s Vice President of Global Communications Mike Buckley urged roughly a thousand right-brained PR professionals to repair their burned bridges with all things mathematical and embrace data and analytics as the true communication allies they can be.

“Data is power,” Buckley said. “It gives us intelligence that enhances our ability to advise, manage expectations and help our companies grow.”

Not convinced yet? Here are Buckley’s reasons why communicators should start paying attention to analytics NOW:

  • You can’t manage what you don’t measure.  All other organizational functions – IT, operations, sales, legal – are expected to perform their jobs in a way that is rooted in data, and there’s a reason for…
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Healthcare

Survey Says: Using Survey Data in Consumer Health

If you work for a brand that doesn’t necessarily have news to report on a regular basis, sometimes you have to create your own news. And, survey research is a great way to do that! After the award-winning success of our last public education campaign with the American Physical Therapy Association where we identified the Top 10 Fittest Baby Boomer Cities in America using survey research, we decided to use the strategy once again in a campaign for National Physical Therapy Month. APTA staff worked with members to determine 7 common myths about physical therapy that may discourage consumers from experiencing the benefits of physical therapist treatment. From those myths we developed a survey to determine the extent to which they exist among their target audiences. We used various tactics to debunk these myths, including media relations, advertising, a webpage and an infographic. Here are the four best practices I learned for effectively leveraging survey research:

APTA Infographic PortionCreate an Infographic

I know this one may seem fairly obvious, but when used correctly, infographics can be a wonderful tool, especially in consumer healthcare. Infographics take detailed, sometimes boring information…

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Media Relations

How to Get Media to Attend a Boring Event

In public relations, face time between your clients and editors is crucial. It’s especially important in food and beverage PR when you represent a foreign client who visits the U.S. once, maybe twice, a year. Your only opportunity to make a lasting impression with the media and impress the client is by filling every last seat at your event. When your client is in town for 36 hours, there is no room for empty seats.

Yes, sometimes, when the client is in town, there is not necessarily news to report on other than, “Hey, so-and-so is here so let’s get some press out of it!” So the money question is: How do you get media to attend a potentially boring event? 

The short answer: Make it worth their while. Here are three easy tips:

-          Pick a new venue: Host the event at a new restaurant or bar that journalists are dying to go to. Food and beverage editors won’t turn down a free meal at a hot new venue (unless you work for The New York Times), especially if you can schedule your event before…

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