2013 online newsroom and media relations report
DESCRIPTION
Presented by SNCR Fellow Sally Falkow and President of PRESSfeed, at the 8th Annual SNCR Symposium held on Nov. 7th, 2013 in Boston, MA.TRANSCRIPT
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Presented by: Sally Falkow APR, PRESSfeed 8th Annual SNCR Research Symposium November 7, 2013, Thomson Reuters Boston Office www.sncr.org
2013 Online Newsroom & Media Relations Survey
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2013 ONLINE NEWSROOM &
MEDIA RELATIONS SURVEY
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2012
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2013
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The Rise of Visual Content
“Create unique, compelling
content that readers want to
share. The days of writing
keyword-laden, sales-pitchy
blog posts are long gone.
Readers want content that
informs, inspires, or
entertains, and when they
love it, they will share it.”
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PR Newswire
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Businesswire/
SEO-PR
PR in Search
Award
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Images in Newsrooms
51% of top 100 brands failed to
provide images of sufficient
quality in their online newsroom
30% of top 100 brands fail to provide
even the most basic of image
libraries
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Videos in Newsrooms
To yield positive results, newsrooms must be truly
“media friendly,” containing resources like high res
images, logos, video assets and infographics.
12% of video libraries were closed off to
anyone that hadn’t registered as a member of
the press.
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Use a Search Engine for Researching a Story
Always 47%
Most of the time 42%
89%
Text 71%
Images 53%
Videos 45%
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A Note on the Survey Respondents
• 71% of respondents said they optimize the text in
releases for search.
• A study of wire services (PR Newswire,
Businesswire, Marketwired, PR Web) shows that
less than 20% of releases submitted are
optimized for search.
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Optimizing Multimedia
• 45% say they optimize
images and video
• This is not the average
• Very few images and video
in corporate newsrooms
are correctly optimized for
search
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Google: Links in Press Releases
• Press releases are
regarded as “owned”
not “earned” content
• Links are not counted
for SEO
• Too many links and
Google news will not
index the release
• Not in the first 150
words
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Link to the Corporate Newsroom
• Make the newsroom
the hub of your news
content
• Use it to house the
assets you want to add
to a release.
• Link to that page of the
newsroom
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Journalists’ Use of Social Media
• Use social media to find stories 59%
• Use social media to find sources 56%
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How Important is a Company’s Newsroom?
82%
Very important 53%
Important 29%
97%
Very Important 60%
Important 37%
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Important Newsroom Features
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Newsroom Features for Journalists
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Does Your Newsroom Meet the Needs of Journalists?
Definitely 15%
Probably 40%
Probably Not 40%
Definitely Not 5%
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INC 500 (Average 14%)
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What do PR Pros Want in a Newsroom?
1. Featured story with images
2. Image Gallery
3. Video Gallery
4. Integrated with a wire service
5. Able to make media lists and email reporters
6. Automatic syndication of headlines to social channels
7. Syndication feed to media sites and blogs
8. Search Engine Optimization built in
9. Easy-to-use content management system PR can control
10.Analytics to track results
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