Transforming the World

Using media to motivate social good

About @JessicaCoscia

2001 Peace College Mass Com/Jou Grad2001 Peace College Mass Com/Jou Grad

Driven by desire to listen, collaborate, communicate Driven by desire to listen, collaborate, communicate and do something meaningfuland do something meaningful

Experience pitching to and reporting the newsExperience pitching to and reporting the news

Focus on public affairs programmingFocus on public affairs programming

On launch team for 1On launch team for 1stst hyper local user generated hyper local user generated television news affiliated website MyNC.com (NBC 17)television news affiliated website MyNC.com (NBC 17)

What We’ll Cover

The Evolution of CommunicationThe Evolution of Communication

Old News vs. New MediaOld News vs. New Media

Leveraging New Media for PR SuccessLeveraging New Media for PR Success

Steps to Generating Media CoverageSteps to Generating Media Coverage

““Journalism and Public Relations have been around for Journalism and Public Relations have been around for almost 100 years and won’t be knocking on death’s almost 100 years and won’t be knocking on death’s

door anytime soon. Without a doubt the web and door anytime soon. Without a doubt the web and social media re making it easier to communicate social media re making it easier to communicate

with public. At the same time, where there used to with public. At the same time, where there used to be a clear delineation…the web has resulted in a be a clear delineation…the web has resulted in a

blurred line between the two industries.” blurred line between the two industries.”

-Pamela Seiple, HubSpot -Pamela Seiple, HubSpot

Old NewsMass Communication Broadcast Model Mass Communication Broadcast Model

One way messagingOne way messaging

Spin, Hype and jargonSpin, Hype and jargon

Transparency and ethicsTransparency and ethics

New MediaOnline Media = New Online Media = New MediaMedia

Focus on conversationsFocus on conversations

Meaningful and Meaningful and targeted targeted communicationcommunication

Relationships; from Relationships; from virtual to physicalvirtual to physical

Web based news Moving Up

In 2010, EVERY news platform saw audiences stall or decline

EXCEPT for the Internet.

For 1st time more people got news from the web than

newspapers.

News organizations focused more on aggregation than

original reporting.

2011 Pew Research released March 14, 2010

Benefits of Media Evolution

Leveraging New Media for PR Success

Embracing New Media Is Critical

Another platform to talk about your brand, Another platform to talk about your brand, service, cause, etc.service, cause, etc.

More potential for people to noticeMore potential for people to notice

Broader more targeted reachBroader more targeted reach

News & Ideas Are Viral

Ability To Reach People EverywhereAbility To Reach People Everywhere

Allow Others to Build On Content & IdeasAllow Others to Build On Content & Ideas

Evoke Contagious EmotionsEvoke Contagious Emotions

Can Easily Be SharedCan Easily Be Shared

New Media Motivating Movements?

Social networks, interactive maps, videos: Social networks, interactive maps, videos: the spontaneous revolutions in Tunisia, Egypt and the spontaneous revolutions in Tunisia, Egypt and now Lybia are showing the world the democratic now Lybia are showing the world the democratic and freeing power of the web.and freeing power of the web.

Anonymous twitter hashtags (#) created in Middle Anonymous twitter hashtags (#) created in Middle East to avoid censorship, share photos & videos on East to avoid censorship, share photos & videos on twittertwitter

Crisis Leadership? Google it.

As an immediate response to As an immediate response to Japan’s earthquake, the search Japan’s earthquake, the search engine createdengine created2011 Japanese Earthquake Crisis Response page.

No overhyped media stories or No overhyped media stories or breathless reporters, but useful breathless reporters, but useful listing of information that people listing of information that people need. need.

The site is The site is encouraging people encouraging people to take pictures at shelters and to take pictures at shelters and share them with photo sharing share them with photo sharing sites in a coordinated effort to sites in a coordinated effort to identify displaced loved ones.identify displaced loved ones.

Citizen Controlled Reporting

Hyper local and topical sites surfacing online to to fill void left by failing Hyper local and topical sites surfacing online to to fill void left by failing news organizationsnews organizations

Aggregate news articles from journalists, blog posts, and other content Aggregate news articles from journalists, blog posts, and other content that relates to particular location and/or subject area that relates to particular location and/or subject area

Supplement with user-generated content and Supplement with user-generated content and encourage citizens encourage citizens to post to post updates, videos and photos, report crimes and issues, and engage in updates, videos and photos, report crimes and issues, and engage in discussions with their neighbors. discussions with their neighbors.

Focus on deepening community involvement, engaging readers in Focus on deepening community involvement, engaging readers in dialogue, and bringing people together not just online, but also in the real dialogue, and bringing people together not just online, but also in the real world.world.

Sites can empower everyday citizens to share information and raise the Sites can empower everyday citizens to share information and raise the issues that are important to them, find solutions, and connect with the issues that are important to them, find solutions, and connect with the places and people around them.places and people around them.

SeeClickFix.com - web, mobile app allows users to browse, post and track complaints and issues in their neighborhood. Empowers citizens to become actively involved in their community by giving them tools to raise civic issues and hold city officials accountable.

Ushahidi.com – “Testimony" in Swahili, developed in 2008 to map reports of violence in Kenya after post-election fallout. The Ushahidi platform provides tools for communities to crowd source real-time information using SMS, email, Twitter and the web. Important resource for citizen journalists in times of crisis like the Haiti earthquake, tracking crime in Atlanta, coordinating clean up efforts after 2010 blizzard in Washington DC.

Citizen Reporting & Crowdsourcing

Since 2004, more than 800 community news websites have emerged through U.S.

CNN iReport – Share stories, opinions, video, photos. Discuss issues. Best iReports get vetted and used on CNN platforms.

charlotte.everyblock.com – access public records, media mentions, real estate listings, crime reports, local deals, etc. The site encourages you to add your own content, whether it is reviewing a restaurant, requesting a civic service, or participating in an online conversation. Unfortunately, EveryBlock is not available everywhere yet - it is limited to sixteen cities in the U.S.

Hyperlocal & Topical News

The People SpokeCNN Listened

Tuesday, March 14, 2011

CNN recognized citizen journalists who, through CNN’s iReport, had helped shed light on stories that

may have not otherwise have made headlines.

Categories include: Breaking News, Original Reporting, Compelling

Imagery (photos or video), Commentary, Personal Story, and

Interview.

Will you be the next awarded for iReporting excellence?

Methodology: Monthly community focus forums, hyper local and topical web channels, local news aggregates, user generated news, video and pictures, development of community news programs, community blogs, free training and tools…

Success: Increased web traffic, community engagement built loyalty and brand awareness, less take and more give, TV breaking community stories they would not have otherwise known about.

Failure: Relied heavily on community engagement. New media was too new. Push back from traditional news team. Failure to find ways to monetize; internet is free.

Local failure may have been pathway to success

The shift "means that there's less journalistic oversight over what is being disseminated and distributed and created," she said, "That raises all the

natural questions about how valuable the news is going to be -- how credible it's going to be. I kind of think that argument is moot at this point because

it's happening."

Jane McDonnell, executive director of the Online News Association

Media Outreach = Communication. Collaboration. Social Good.

Generating Media Coverage

Don’t presume…

First things first…

Media Coverage Strategies1. Set goals

2. Research and listen

3. Develop networks

4. Develop Pitch

5. Integrate online and offline

6. Measure and adjust accordingly

Set Realistic Goals

Define a media strategy and communication Define a media strategy and communication goalsgoals

What do you hope to achieve?What do you hope to achieve?

What will others gain?What will others gain?

Create a schedule with benchmarksCreate a schedule with benchmarks

Do your homeworkListen, listen, listen

Research

Consider audience - media Consider audience - media outlets, reporters, bloggers, outlets, reporters, bloggers, community influencers and community influencers and advocatesadvocates

• Determine most appropriate Determine most appropriate mediums mediums

• Current Events or NewsCurrent Events or News

• Relevant tie ins - Key dates, Relevant tie ins - Key dates, events, local places and events, local places and peoplepeople

Tools

• Google Trends & AlertsGoogle Trends & Alerts

• Surveys, polls, focus groupsSurveys, polls, focus groups

• HARO, Community MediaHARO, Community Media

• Journalist TweetsJournalist Tweets

• Muck Rack Muck Rack

• Facebook Search Facebook Search (Groups/Pages/Causes), Twitter (Groups/Pages/Causes), Twitter Search, Linked In GroupsSearch, Linked In Groups

Relationships are Reciprocal

Identify & EngageIdentify & Engage

• Develop networksDevelop networks

– Influencers, Media, CommunityInfluencers, Media, Community

• Position Yourself as an Position Yourself as an industry leader, partner, and industry leader, partner, and resourceresource

• Be InformedBe Informed

• Be ResponsiveBe Responsive

• Be TransparentBe Transparent

• Be InteractiveBe Interactive

– Build links online (website, Build links online (website, multimedia content, blog, multimedia content, blog, social networks)social networks)

HARO is a great tool to help connect journalists’ story needs with PR Professionals/public who may serve as a good source.

Help A Reporter Out

Good Pitching•Stay targeted – Get to the point

•Segment targets

•Be Brief

•Be Interesting , Unique, Timely

•Personalize

•Be available

•Pitches with visuals go to the front of the line

Pitches we “unlike”

•Blatantly self promotional

•More Vague Than The Twilight Zone

•Un-Edited content

•Generic/Blanket Pitches

•No Call to Action

•Attachments on emails

•Not paying attention to the (wo)man behind the curtain

Integrate online & offline

Online

• Cross promote contentCross promote content

• Enhance media relationsEnhance media relations

• Talk to reporters on social Talk to reporters on social networksnetworks

• HARO, Twitter, Linked In…HARO, Twitter, Linked In…

• Distribute online content, Distribute online content, social media releasessocial media releases

Offline

• Involve/Educate your staff and Involve/Educate your staff and partnerspartners

• Speak at conferences, meetings Speak at conferences, meetings and events and events

• Offer contests and contributed Offer contests and contributed articles to generate publicity with articles to generate publicity with print, radio, TV, events, print, radio, TV, events, conferences and other “real life” conferences and other “real life” venuesvenues

• Ask for feedbackAsk for feedback

Measure ROE• Return On EngagementReturn On Engagement

• PAY ATTENTIONPAY ATTENTION

• Twitter followers. Facebook fans & Insights DashboardTwitter followers. Facebook fans & Insights Dashboard

• Blog comments and inbound linksBlog comments and inbound links

• Web site and blog trafficWeb site and blog traffic

• You Tube ratings and embedded videoYou Tube ratings and embedded video

• Measuring influence and community action, movement requires Measuring influence and community action, movement requires RESEARCHRESEARCH

Be CreativeContent is KING!

Create something interesting, compelling, funny that people

will naturally want to talk about, share or write about.

Be remarkable!!

OPTIMIZE stories: Use photos, videos, links, real people

Is this good news or

bad news?

• Might these changes media Might these changes media consumption and consumption and interactions engage new interactions engage new kinds of people?kinds of people?

• Offer avenue for civic Offer avenue for civic involvement and involvement and engagement?engagement?

• Mobilize new people to Mobilize new people to undertake the kinds of undertake the kinds of activities, whether offline or activities, whether offline or on, that have the intent or on, that have the intent or effect of influencing effect of influencing government action, public government action, public policy, public participation, policy, public participation, social change?social change?

Note: Call to action on sign urging public to “TEXT”To Take Action…

Research Tools

Survey Tools

• PollDaddyPollDaddy

• SurveyMonkeySurveyMonkey

Relationship Building

• HAROHARO

• Journalist TweetsJournalist Tweets

• Muck RackMuck Rack

Measurement Tools

Link Tracking

• Bit.lyBit.ly

• Tr.imTr.im

• HootSuiteHootSuite

Trend Monitoring

• Google TrendsGoogle Trends

• Google AlertsGoogle Alerts

• Twitter GraderTwitter Grader

Resources & Tips

• PewResearch.org (2011 State of Media Report released 3/14)PewResearch.org (2011 State of Media Report released 3/14)

• Linkedin.com/today/ (launched news aggregation page 3/10)Linkedin.com/today/ (launched news aggregation page 3/10)

• Mashable.comMashable.com

• Communitymediaworkshop.orgCommunitymediaworkshop.org

• http://blog.hubspot.com/http://blog.hubspot.com/