MediaRelationsInNewW orld Tracie Syler Jones

Media relations in a new world: 

Media relations in a new world Tracy Syler-Jones TCU Director of Communications

Tuning out: 

Tuning out “America is facing the greatest exodus of informed citizenship in its history.” Tuned Out: Why Americans Under 40 Don’t Follow the News David Mindich

To tell your story, : 

To tell your story, tune in to: Technological changes Where, how, when, what Segmented society Age, gender, ethnicity, religious Active versus passive attitude Citizen journalists Integrated marketing and communication Consider all communication tools

Internet users: 

Internet users

Segmentation: Think, look, act like me: 

Segmentation: Think, look, act like me More news sources News from likeminded people Voice of God Segmentation = less visibility in mainstream Mainstream media creating non-traditional news mechanisms

Cable audiences polarized: 

Cable audiences polarized Fox News Public: 25% Democratic: 21% Republican:35% CNN Public: 22% Democratic: 28% Republican:19%

Think, look, act like me: 

Think, look, act like me Blog creators are more likely to be: Men: 57% are male Young: 48% are under age 30 Broadband users: 70% have broadband at home Internet veterans: 82% have been online for six years or more Relatively well off financially: 42% live in households earning over $50,000 Well educated: 39% have college or graduate degrees Source: Pew Internet and American Life Project

Think, look, act like me: 

Think, look, act like me Mainstream media Highly professional Moral Cover-ups Facts correct Politically biased 1985 2002 72% 49% 54% 39% 13% 67% 55% 35% 45% 59%

Customization of news and information: 

Customization of news and information Podcasts Audio file that uses RSS to “feed” content Yahoo! now aggregating podcasting sites Blogging Web diary Citizen journalists RSS (Really Simple Syndication) Online butler for news/other content

Podcasts: 

Podcasts Niche audiences Use as a teaser to invite attendees Snippet of previous presentation Use for invited attendees unable to make event Caution -- get clearance first! Use with opinion leaders (message from President) 15-minute window is typical Denver Post

Blogging: 

Blogging Hybrid publication consisting of personal thoughts and current trends Prospective students; parents; alumni; event attendees; faculty, staff and students Tulane University’s emergency response; real-time blogs for significant events (We Media) Consumers/employees own your brand Phantom Professor blog Stealth interviews

RSS: 

RSS Really Simple Syndication seeks out Internet assigned news; returns content to reader Journalists; alumni; donors; parents; prospective students; current students; faculty, staff and students; community TCU Define RSS usage for your institution

Other new tools: 

Other new tools Wikis Open source Wikipedia is #2 reference site on Web Consumers own brand/message Social Web sites (Facebook) Journalists use these sites to write stories Consumers (students) own brand Vlogging (Rocketboom.com)

Old media embracing new media: 

Old media embracing new media News with attitude Daily Buzz Free tabloid newspapers Online properties Micro news sites: Your Hub Great way to post info on events, other announcements; adds intensity to other efforts ABC News Now

New media embracing old media: 

New media embracing old media Yahoo! columnists Kevin Sites Ben Stein Television shows on the Internet Fat Actress on Yahoo! ABC shows and Apple’s iPod

New communication tools mean:: 

New communication tools mean: Internal communication moves to the forefront Employee as ambassadors takes on new connotations Students must understand messages Use electronic communication tools to your advantage with these groups

New communication tools mean:: 

New communication tools mean: Experts must be trained to understand New lifecycle of stories New players New deadlines Stay on message (indelible Internet)

New communication tools mean:: 

New communication tools mean: Younger constituents want To see you online Free tabs Stay visible with older constituents Still expect print coverage Use direct communication to make sure they know about your news hits/special events

TCU NewsWatch: 

TCU NewsWatch

Determine strategy: 

Determine strategy Determine: Mix of channels Which new players are important News can “bubble up” on Internet How to integrate new with old players How to “feed” the media How to remain visible in segmented media

Electronic review strategy: 

Electronic review strategy Find new players/determine importance (monitor/correct if important) PubSub Memeorandum Technorati Daypop Review/clip news from these sites Google Yahoo! Post media hits in university newsroom

Electronic relationship strategy: 

Electronic relationship strategy Vocus Research new media Keep up with contacts Online newsrooms RSS feeds Podcasting Breaking news experts ProfNet Access to journalists queries from around world Ability to post experts on ProfNet site Push experts to media electronically

Make new friends, but keep the old ones: 

Make new friends, but keep the old ones AP/Reuters bureau reporters Content used by many top online/print media Local reporters Consider alliances among media (MTV/CBS) Consider segmentation issues Consider free tabs Consider more newscasts Monitor their electronic strategy; seize opportunities Visit with them

Impact of Internet: 

Impact of Internet EPIC 2015

Dynamic industry -- stay current: 

Dynamic industry -- stay current Media is a dynamic industry Resources http://www.iwantmedia.com/ http://www.poynter.org/ PR Resources PR Week (Tactics) US Newswire NewsNotes Journalists Speak Out http://www.globalprweek.com/ Micro persuasion