Public Relations & Social Marketing Insight
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Social marketing, PR insight & thought leadership - from The PR Coach
Curated by Jeff Domansky
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The Digital PR Opportunity - CommPRO.biz

The Digital PR Opportunity - CommPRO.biz | Public Relations & Social Marketing Insight | Scoop.it
From www.commpro.biz - June 29, 2013 1:34 AM

The demand for visual news has changed the way the media reports the news. Digital PR can provide the images, audio and video for their websites.... a recent Q & A with top journalists and bloggers from major publications they all said that their editors demand visuals with every story.


Why? Analytics of viewer behavior shows that when a story has images, video or charts to support and enhance the text, it can increase views by as much as 9.7x.The L.A. Times calls it “No story left behind.” All of them agreed that they use outside video. The only caveat was that the images and videos have to be original, good quality and relevant to the story.


“Visual information reigns supreme, from video to images to infographics. Overwhelmingly, marketers plan to add more video to content marketing initiatives, necessitating increased investment in both technology and production resources. Marketers’ confidence in and reliance on content marketing is beginning to diminish their reliance on print and broadcast advertising, as well as public relations.”

- Altimeter Group: Content, the new marketing equation


Think like a publisher. Get your Digital PR team trained to produce excellent visual material that extends the story. And learn to do it fast. Work with the media and help them to tell stories that capture people’s hearts....

Jeff Domansky's insight:

Visuals create impact and PR needs to produce and manage visuals to enhance communication and results.

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Video Marketing's curator insight, August 28, 2013 12:35 AM

Excerpt...

 

What brought this about?  A rapidly changing media landscape fueled by new technology:

In the year 2000 -

 46% of US adults used the Internet 5% had broadband at homeNo one was wirelessly connected10% were using the so-called “cloud”—or hosted applications and services delivered over the InternetWhile there were vigorous conversations going on in forums and message boards, there were no social networksConnections were slow and stationery and focused around your own computer

Fast forward to 2013:

85% of adults use the Internet.66% have broadband at homeTwo-thirds of those online use the “cloud”Connections are faster, mobile and focused on outside servers and storageThe Internet is the third most popular source for news, trailing behind local and national television, but ahead of newspapers and radio broadcastsAlmost two-thirds (61 percent) of people get news online and 68% have watched a video news story online. (Pew Research Center‘s Project for Excellence in Journalism)

 
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Why I Say "Digital First" - Doktor Spinn

Why I Say "Digital First" - Doktor Spinn | Public Relations & Social Marketing Insight | Scoop.it
From doktorspinn.com - April 21, 2013 10:29 AM
Digital First is the new paradigm of marketing, because if marketing works well in the complex world of social media. it works everywhere else as well.... ... if you look at the simplified model below, if it works in digital, it’s easy to make it work elsewhere as well. Digital is the best representation of how communication flows through a society that we have to date....
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Web Ink Now: How Raytheon implemented a brand journalism approach to content marketing

Web Ink Now: How Raytheon implemented a brand journalism approach to content marketing | Public Relations & Social Marketing Insight | Scoop.it
From www.webinknow.com - April 11, 2013 9:40 AM

I'm always fascinated by organizations that embrace brand journalism, hiring reporters to create content that serves as marketing and public relations. For almost a decade, I've recommended that companies of all kinds model their sites not on their peers' boring old brochure-like approach but rather aspire to becoming like a media site such as Forbes, the BBC, or The New York Times and that they actually hire reporters and editors, not marketers and copywriters, to produce the content.

 

One look at the Raytheon homepage shows they do exactly that. There are real-time news, images, and a top stories section. And Raytheon is a B2B (and B2G) company! "You can see our homepage is very much a news operation," says Corinne J Kovalsky, Director, Digital & Social Media at Raytheon. "We've got feature stories and trend stories about cool products."...

Jeff Domansky's insight:

Excellent example for an online newsroom as well as strategies for brand storytelling, brand journalism, social marketing, content marketing, social PR, digital PR or any other name you want to give it.

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Richard Marr's curator insight, April 12, 2013 8:43 AM

The future of Copywriting?...
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Old vs. New PR, and What Offers Better ROI

Old vs. New PR, and What Offers Better ROI | Public Relations & Social Marketing Insight | Scoop.it
From everything-pr.com - June 4, 2013 11:23 PM

...Traditionally, the ROI of PR that focused on Old Media was measured by a simple comparison of the size and number of mentions in a publication to the cost of advertising for that placement. What’s more, retaining an Old Media PR firm tended to cost upwards of $5,000 per month on a 6-month agreement with no guarantees. In short, calculating ROI for Old Media PR was crude and relied on a lot of ifs.

 

Enter New Media PR. With the ever-growing fragmentation in how we consume media, it only makes since for PR firms to focus on serving content in real-time via the litany of technologies that allow for media consumption. What’s more, ROI is much more easily calculable. Where Old Media PR left a lot of ifs, New Media PR offers more substance. Need to know how many people read your press release online? Wondering how many Twitter followers you gained after an Internet-based publicity stunt? Done and done, all at the drop of a hat.

 

Old Media PR isn’t dead, but it’s on the way out. New Media PR is the future. Adapt or die....

Jeff Domansky's insight:

This intographic highlights differences between "old" public relations and "new" PR.

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Why Social Media Marketing Is More Effective Than PR | Social Media Today

Why Social Media Marketing Is More Effective Than PR | Social Media Today | Public Relations & Social Marketing Insight | Scoop.it
From socialmediatoday.com - April 20, 2013 2:28 AM
COUNTERPOINT... I'm probably not going to make friends in the public relations or journalism communities with this article, but here goes. I recently attended an event titled "Meet The Press" in which 5 local business journalists shared their thoughts on how businesses should approach them in order to get press coverage. I was struck by the journalists' imperious attitude. They covered things like how to email them, how often you need to follow up with them and generally how you can kiss their rings to potentially get press coverage. At a certain point, I heard Charlie Brown's mother's voice, but instead of "whah, whah, whah" I was hearing "me, me, me, me." What these journalists don't seem to realize is that they are being disrupted. Let me explain....
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What is Digital PR? | Business 2 Community

What is Digital PR? | Business 2 Community | Public Relations & Social Marketing Insight | Scoop.it
From www.business2community.com - April 7, 2013 10:27 AM

Digital PR and Social Media are often thought of as the same thing. Just as media relations is a big part of PR, it is not the entirety of the discipline and so too with social media and Digital PR. PR offline or on is about building awareness, credibility and goodwill. It’s about building a presence and gaining the understanding and support of your stakeholders.

 

PR has always been about creating a favorable operating climate for a company or organization. Digital PR is no different. It’s about building that presence online, understanding the digital landscape you operate in and developing strong relationships with all the players in your social graph. The techniques include SEO, content development, social media, online newsrooms, websites, blogs and online media coverage....

Jeff Domansky's insight:

Nice look at the contrast between PR and digital PR.

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