The journalist goes social – what does it mean for PR-communicators?
In this presentation, I'll show some real/practical examples of real-time journalism and how it affects the work for both PR communicator and journalists. And will the new playground actually help close the gap between the two parties so they will be able to connect and network? Presentation by @charlotteulvros, CMCO Mynewsdesk
5. DIGITAL FIRST - A GROWING TREND
”Embrace an ’open’
digital philosophy in
which it embraced
contributions from
beyond the ranks of
its own journalists…”
Guardian editor-in-chief, Alan Rusbridger
7. SOME SOURCES MORE IMPORTANT THAN OTHERS
MOST VALUABLE SOCIAL MEDIA INFORMATION SOURCES
Twitter is seen to provide the single most valuable insight for published stories, followed by
blogs and two of the major social networking sites, facebook and LinkedIn
Social media sources that provide most valuable information
– Top 3 mentions
Twitter 28%
Blogs (various) 18%
facebook 17%
LinkedIn 16%
Message Boards (various) 4%
twitter Blogs facebook LinkedIn
News sites 3% (%) (%) (%) (%)
Google (including Alerts) 2%
North America 29 19 21 16
Xing 1%
UK 30 18 13 17
RSS Feeds 1%
Mainland
22 16 19 16
YouTube 1% Europe
Q. Which social media sources provide you with the most valuable information for your work?
9
Base: All business journalists (1,082), North America (248), UK (524), Mainland Europe (251)
8. MEET THE SOCIAL JOURNALIST
http://www.youtube.com/watch?v=Rg7I5mUs0
Nw
11. FOR TRIBAL SUCCESS – JOURNALISTS NEED TO
ENGAGE!
• Listen
• Personable Ask your audience:
• Give to get
”Here’s what we
know and what we
• Invite people to converse
don’t know. What do
• Collaborate/crowdsource
you know?”
• Share story in social media
• Story never ends
• Share behind the scene
13. ”Creating your own persona in
the social web improves your
and your organization’s
newsgathering abilities. ”
- James Jordan, senior news editor Newscore
14. THE JOURNALIST’S SOCIAL PERSONA
YOU
• Position
R
•
•
•
•
•
Past work history
Beat/ area of coverage
Earlier work
How to contact you
Something personable
Photo courtesy of anonymityact1 via Flickr
15. THIS IS WHERE THEY FIND SOCIAL SOURCES
• Turn to their tribe
• Ask questions/post status on Facebook
• Use location-based services to find eye
witnesses
• Memorial pages, on Facebook and MySpace
• Search Youtube for citizen-video
• Twitter and Facebook “localize” international
stories
• Follow trending local topics on Twitter
• Digital newsrooms with social upload/ search
So how can this look like – and in practise – engagement in practsie – this on broadcast CNN just opened up a FB mag…http://www.youtube.com/watch?v=L5raKX7DjpU&feature=related