CollaborativeMedia Relations

Credibility

Brands wishing to make their voice heard on an issue or subject need to • Develop clear points of view• Express them across all platforms• Build a network of supporters - offline and

online.

Emergence of the Digital Journalist

• They are working much harder• Also working much smarter• Not taking “canned” stories at face value• Using a wide range of assets to tell a story• Querying the quality and veracity of a source• Expectation of brand communication is

significantly different

New Media Relations

1. Credibility is vital2. Brands that adopt

both social and digital will be better placed to win media coverage

What the media wants

• Access to experts• The full range of

storytelling assets:– Video– Images– Infographics– Opinion-led content

with a clear point of view

Find an expert in dry skin (Dr. Peter Helton is in Newport Beach)

Find an expert in the healing properties of seaweed – UC Irvine Dermatology-School of Medicine

Trace the Irish roots of this practice - Irish Seaweed Research Group, Ryan Institute

Link the practice to the location – Newport Beach

Develop a story about the benefits of seaweed for health and skincare

Experts

• Create a database of experts within your company/organization and their areas of expertise

• Find out what projects they are working on• Figure out how you could leverage that into a

news story with visual assets

Collaborate

“We believe journalists, scholars and researchers can -- and should -- be natural collaborators.”Stanford University.

Journalists

• Reach out with story ideas based on your expert’s knowledge or research

• Include other experts• Invite the journalist/s

to develop the story with your expert/s

Multimedia

News organizations are short on time and resources

Collaborate on interactive stories that use emerging multimedia, data visualization, and mapping techniques

Ideas

ABC News recently did a story on college binge drinking.

Tie in to National Alcohol and Drug addiction recovery month.

A drug rehab and education nonprofit could partner with health experts to develop in-depth coverage of binge drinking in college and the possible connection to addiction.

Successful Partnerships

Lingerie retailer who sells exercise bras partners with UK university researcher to develop a story about the health risks for women who exercise.

Missed Opportunity

Successful Partnerships

The San Francisco Estuary Institute's Aquatic Science Center and Stanford teamed up with KQED's science and environment program QUEST to address one of the most complex and contentious stories in California: the fate of the Sacramento-San Joaquin Delta, the state's most vital water source.

• The interactive feature, “Envisioning California's Delta As It Was,” launched on KQED's website in May 2012.

• More than 20 pages of interactive maps, charts and archival imagery

• Historical clues that researchers used to envision what the Delta was like before the Gold Rush

• The creation of rich farmlands, and the aqueducts that carry water to farmlands and cities hundreds of miles away.

Takeaways

• Use your newsroom to highlight your experts• Find stories the media might be interested in• Post these story ideas in your newsroom• Develop resources to tell the story with multimedia

assets• If you don’t have these resources in-house find an

outsourced partner • Post the digital assets in your newsroom• Work with the journalists and researchers to expand

and develop the story

Questions?

sally@press-feed.com

Demo request?www.press-feed.com

@PRESSfeed