From Media Relations to Brand Journalism · to Brand Journalism . Who We Are. Angela Showell:...
Transcript of From Media Relations to Brand Journalism · to Brand Journalism . Who We Are. Angela Showell:...
From Media Relations to Brand Journalism
Who We Are
Angela Showell: Academic Team Leader
Debbie Goldberg: Media Relations
Edyta Zielinska: Science & Research
Mike Bederka: Content Specialist
Sarah Brechbill: Social Media & Multimedia
Natalie Singleton: Media Relations Coordinator –Center City
What We Do
• Use Social Media and Traditional Media to Convey the Jefferson Brand Narrative
• Drive Executive Thought Leadership Platforms• Grow National and International Press Relationships• Actively Pitch Local, Regional and National Press Contacts • Explore and Pitch High Impact National Speaking Opportunities for
Jefferson thought leaders• Set a New Direction For How We Transmit Information to
Consumers
How Does This Impact Thomas Jefferson University?
A Statistical Look at University Impact – Social Media• Total posts – 2,500 across Facebook, Twitter, Instagram, LinkedIn and Snapchat in
FY 18• Engagement Rate – 101% engagement rate on Facebook, 74% on Twitter• Top Performing posts:
• Highest performing Facebook post of FY 18 (boosted): Jefferson engineering students and surgeons work on sports helmets, 29,488 people reached
• Top Facebook video of FY 18: Jefferson Fashion Show Recap, 11,207 people reached
• Top Tweet of FY 18: Bernice King’s visit to Jefferson, 406 likes & 61 retweets• Top Instagram Story of FY 18: Jefferson Orientation Leaders Instagram Take
Over: 1,013 views
A Statistical Look at University Impact – Social Media
• Facebook: Thomas Jefferson University Facebook account used to share a heartwarming story that reached 16,335 people
Current State of Print- Locally
454 staff members listed since 2008
Current State of Print- Nationally
Current State of Broadcast - Nationally
Current State of Digital News Outlets - Nationally
Edelman Trust Barometer
What Does This Mean For Us?• Less experienced writers in
newsrooms• Greater dependence on
submitted, or paid content • Fighting for share of voice• Significant shift in media
departments over the next 10 years
• So…
We Will Enter the News Space
The Vision
• The Nexus• Become a trusted resource for higher-ed news• Curate snackable, shareable content that target audiences want• Tell the Jefferson story our way• Build loyalty and national brand awareness• Break our own news• Consolidate external news outlets • Amplify advertising goals through content • Engage faculty, researchers and employees in content curation, development
and deployment
What Qualifies as a Nexus Story?
Intelligence Will Drive Decisions
• Unique visitors• Time spent on site• Click rates• Social engagement• Organic search • In time … email
• Open rates• Click throughs
What Will It Take?
• Deep commitment to great, authentic story telling• Focus on brevity• Multimedia content• ID characters for the stories we write• Deeper level of collaboration across colleges• Deeper level of collaboration with marketing staff• Shift toward newsroom planning, editorial vision, etc.• Daily news jacking flash meetings