How to Survive the Zombie Pitch Apocalypse
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How news is created, distributed and consumed has changed and to remain relevant and effective, media relations needs to change its approach along with it.
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How to Survive the Zombie Pitch Apocalypse
- 1. How to Survive the Zombie Pitch Apocalypse
- 2. DISCLAIMER
- 3. In Summary How news is Created, Distributed and Consumed is changing. To benefit from this shift, our approach to media relations must change. #SummitUp
- 6. CREATE Technology is automating news News is abbreviated DISTRIBUTE News is decentralizing Media keeps fragmenting CONSUME Middle-form news is dead News is ephemeral News Trends
- 7. Create Automation, AI & Algorithms
- 8. Create: Tech is Automating News ⢠News media outlet resources shrink as technology allows them to do more with less ⢠Basic, predictable news tends to be automated ⢠AP using ânatural language generation platformâ to create âhuman-sounding narratives from data.â ⢠Quarterly earnings, weather reports, sports recaps ⢠Share site at Enquirer automates news submission ⢠New primary and secondary layers of news are evolving
- 9. Create: News is Abbreviated ⢠Short attention spans have killed middle- form content ⢠Visuals/video abbreviate and are consumed more easily ⢠Shake Shake on Giphy, 327.5 million views on platform with 164 .gif files ⢠Media outlets are adjusting to short- and long-form desires across platforms ⢠Short-form: Snapchat ⢠Long-form: Podcasts, Netflix-like binging opportunities ⢠Features have longer shelf-life; short- form content drives audience to features
- 11. Distribute: News is Decentralizing ⢠Social and mobile have changed consumer habits ⢠Cord-Cutting/ OTT has consumers shifting from cable to on-demand ⢠Audience can consume on their terms ⢠Aiming for in-between moments
- 12. Cheddar ⢠Post-cable news network provides live, streaming news across on- demand and social platforms ⢠Watched by 6.5 million+ every month ⢠Available across Twitter, YouTube, Facebook, Snapchat, Instagram, Hulu and more on-demand platforms ⢠Also on GSTV -- more than 18K gas pumps nationwide
- 13. Tic Toc ⢠24/7, Live-Streaming news competitor to Cheddar ⢠Started out Twitter-only, gets more than 750,000 views daily ⢠Bloomberg owned outlet is targeting (25-35 yr olds), models news consumption habits ⢠NBC News, CNN and others relying on Snapchat. For now.
- 14. Twitch ⢠Free streaming video platform allowing people to watch others play games and interact with each other ⢠Nearly 1 million viewers daily, compares to CNN, CNBC and Fox News viewership ⢠Viewers can tip players, spending more than $12 million in less than 10 months ⢠Owned by Amazon
- 16. Fortnite ⢠Free gaming platform available across multiple devices ⢠78 million+ players monthly ⢠Making $1 billion+ from in-game purchases ⢠Opened platform to other developers to build on ⢠Launched creative mode for players to create worlds ⢠Has spawned competitive game, Apex Legends.
- 18. âItâs Not the Superbowlâ ⢠98.2 million SuperBowl 51 viewers ⢠Steadily declining viewership ⢠Ninja and Marshmello winning Fortnite, a 3-minute-long video ⢠12.75 million viewers - live viewers and YouTube post-event ⢠13% of Superbowl-sized audience
- 19. Consume Adjusting to Audience Habits
- 20. Consume: News is Ephemeral ⢠Are we spending more time on stories that are around for less time? ⢠Long-form content demand requires more resources for PR ⢠Short attention span across more platforms consuming short-form content creates an even more temporary nature of news stories ⢠Stories are designed to disappear after 24 hours on Snapchat and Facebook ⢠Your newsfeed refreshes as often as you swipe down
- 21. Consume: Snapchat, IGTV, Apple News
- 22. Consume: News is Ephemeral ⢠Repurposing stories is key ⢠#ICYMI and other simple mechanisms allow you to share content more than once without penalty ⢠Let news/content performance guide shelf life ⢠Media list targeting has become even more critical ⢠Apply Abe Lincoln equation ⢠If you have six hours to pitch a story, spend the first four on your media list
- 24. To Do: Create/Consume â˘Reverse-Engineer Your Story ⢠Star Wars was originally a story six-movies in length ⢠Started telling story out of sequence ⢠Main character assumedly Luke Skywalker â˘Atomize Your Story ⢠Use short-form to attract audience to long-form ⢠Allows you more opportunities to promote story ⢠Generates more shelf-life from stories
- 25. To Do: Create/Consume ⢠Spend more time on quality vs. quantity stories ⢠Quality = Primary News ⢠Human generated ⢠Feature stories ⢠Qualitative media relations output ⢠Quantity = Secondary News ⢠Machine-Generated ⢠New hires, basic event/product Info ⢠Quantitative media relations output
- 26. To Do: Create/Consume ⢠Look for more automation to scale efforts - selectively ⢠News wires ⢠Enquirerâs Share site ⢠Spend amount of time warranted for outcome youâll generate ⢠Your phone may be creating content for you right now
- 27. To Do: Distribute ⢠Revisit media lists ⢠Update platforms theyâre on ⢠Engage media regarding their approach and how you may fit in ⢠Use social media to target pitches better ⢠Track future news sources ⢠Distribution networks build audience ⢠Original programming keeps audience ⢠Netflix, Amazon, Hulu ⢠Facebook Watch, Snapchat, IGTV, YouTube, Apple News ⢠News will follow ⢠Traditional outlets distribute via social ⢠Content starts community ⢠On-demand is next
- 29. In Summary How news is Created, Distributed and Consumed is changing. To benefit from this shift, our approach to media relations must change. #SummitUp
- 30. How to Survive the Zombie Pitch Apocalypse
Hinweis der Redaktion
- A quick disclaimer: there are no absolute statements, the minute we make one, someone will show us an example that goes against the statement. Our world is non linear, with no silos, nothing is black and white. Itâs messy. And yet, here I am attempting to tell you about just media relations in a linear fashion.
- This presentation covers a lot of ground: from loftier trends and observations to hands-on take aways you can apply to your job. But this is a Twitter-friendly summation of my presentation. Instead of the slow, boring build, leading to this slide. This is what Iâll unpack and prove out during the time we have together. So if you only pay attention to one slide, this is it.
- Before we jump in, a bit about me. Currently Iâm client side at Apex. As our full name suggests, we got our start applying our vending technology in industrial markets. Think high-tech vending, handing out safety equipment and supplies instead of snacks and drinks. And thanks to some cloud-based software, the device never runs empty. Weâre a global company and have started applying our solutions to consumer-facing applications. Our technology is being used by some of the biggest brands in the world to eliminate customer lines. Across retail and food, you can order and pay digitally and then pick up your order without waiting in line, it takes seconds instead of minutes and itâs awesome sauce. Check it out.
- My career includes work at several ad agenciesâŚincluding these two. They both had different logos at the time. In 2002, I started blogging and eventually created the Bad Pitch Blog â focusing on media relations. So if I rant and rave today, itâs not an old manâs rant. Itâs tough love. At times, Iâm telling myself some of these things as much as I am you.
- Here is an overview of the trends weâll focus on today within how news is created, distributed and consumed. It was almost overwhelming to look at all of the changes across media and consumers all at once and organize it here. As I said in my disclaimer, itâs non-linear and much messier than than with plenty of overlap.. Spoiler alert, Iâm excited to tell you there is a happy ending filled with opportunities for all of us.
- Automation allows us to focus on more important things If you feel that left-brained math and and right-brained creativity are somehow in competition, you might think math is winning. But itâs not. Itâs making our creativity as smart as it is imaginative. And itâs not replacing our jobs. Right now, itâs allowing us to do more with less and to focus on more important tasks
- A lot of the tech we use is a seamless part of our day. Weâre using AI/Algorithms and automation all the time. We just donât think about it. And as journalism has been continually ravaged by cutbacks, evolution and even revolution, itâs required them to lean in on using math to create content. Earthquakes can be reported on by the news more quickly than ever before. The media have taken the primary facts needed to report these stories and turned them into a plug and play math problem, or perhaps a logic problem, Regardless, the outcome is faster than humans could report this news. The APâs efforts sound grandiose, but itâs resulting in 10s of thousands of stories being covered that the AP might not be able to provide otherwise.
- We live in a world of extremes where short attention spans and our Netflix binging habits have made micro content and long form content king. Middle form is dead. Less is more and thatâs OK. To show you how far this has evolved, this is a gif showing that Shake Shack has Bombas socks merch. Iâll argue itâs the better part of a news release. Do we really need the fake/throwaway quote from an executive noting how theyâre excited about this news? My point is, Shake Shake has more than 150 gifs on the Giphy platform. Itâs gotten them more than 325 million views. Gifs are popular, throwaway content. But you shouldnât throwaway this surprisingly hard-working format. Letâs assume thereâs a much bigger, interesting back story to the whole Shake Shack sock news. This gif can be used to help people find this story. Short-form content is perfect to drive engagement with long-form content. And itâs helping reindorce this polarity of content.
- This leads us to decentralized, fragmenting news
- News is decentralizing, as itâs following the consumer and their own consumption habits. Suddenly our audiences are getting what they want, how they want it. Marketers are happy just to find consumers during in between moments, reinforcing the need for short form content. Is news following to meet consumers on their terms. Most are following through existing social platforms. Even more fragmentation to follow decentralization
- Cheddar is the perfect example of a news brand created to meet consumers on their new and constantly evolving terms.
- Bloomberg has invested in following Cheddarâs lead. And weâre seeing even more use of social platforms by major news organizations. Even though this is rented space. The biggest takeaway here is that younger consumers are dipping into and out of news across these platforms. Theyâre not doing a big binge in the morning or early evening. Tic Toc and Cheddar are both responding to this shift.
- Twitch is a free service that's populated by user-generated content. People play games live on Twitch while other folks watch. There is a comment section so that viewers can interact with the person streaming, along with the ability to tip the streamer with virtual items called "Bits" that can be purchased with real money. Twitch is on this list because while they donât have news now, they have a lot more worth considering. They have a distribution network and an audience. And theyâre engaging that audience at a level thatâs comparable to big news networks.. Consider that Twitch accounts for 1.8% of peak internet traffic â behind only Netflix, Apple, and Google. With 2.2 million daily broadcasters, and making millions in tips, they can sustain themselves. Theyâre already considering what else they can be. Their app now suggests theyâre âsocial video for gaming and the arts.â
- And when we look at emerging platforms, I canât mention Twitch without mentioningFortnite The instantly, wildly popular game accounts for 14% of views, and 14% of viewing hours across Twitch. Thatâs huge.
- Fortnite is kind of a big deal in that it allows people from around the world to play games simultaneouslyâŚ.regardless of the type of device they may be usingâŚfor free. And thanks to in-game purchases, Fortnite is making more than one billion with a B.
- This is DJ Marshmello and Ninja, the top Fortniet player. Together they won a celebrity tournament . And why should you care? Consider the audience they engaged by doing so.
- No, weâre not talking Super Bowl-sized audiences. And thatâs OK. But when a 3-minute long video earns 13% of an annually shrinking Super Bowl audience. Super Bowl 98.2 million viewers in 2019 103.4 million viewers in 2018 111.3 million viewers in 2017  itâs worth keeping an eye on this gaming phenomenon.
- Predictions aside, this is where things get a tad messy. A venn diagram of consume and create for this discussion has a lot of overlap.
- Nowhere is this more obvious than on social platforms National outlets are talking about topics we can play in. Telling stories we can help them tell. We need to learn how we fit into these new distribution channels Apple News is also on your desktop if you own a mac. My point being , this pervasiveness makes it easier to find those in-between moments.
- This is a picture of the beardless Lincoln statue in downtown Cincinnatiâs Lytle Park. Itâs a bit of an easter egg in this presentation. Created in 1917 it caused quite a stir. It was designed to present a genuine and authentic Lincoln compared to the less rugged versions we see on the $5 bill and in D.C The sculptor studied Lincolnâs life masks and casts of his hands for the piece. More than a hundred years ago, this was not appreciated. It was deemed by critics to be âa lie in bronze.â Americans wanted to preserve Honest Abeâs memory in a more noble and, at the time, complimentary, fashion. And I offer this story within a story up to you as one of the first examples of well-intended, fake news. Google this and youâll learn more.
- So what does this mean to you?
- There are ways to scale efforts we arenât considering, ways I havenât covered here. While I was preparing this presentation, I was reminded of this when my phone notified me it had created another short video using the pictures in my camera roll. Without even asking, my phone took photos and put them to musicâŚ.giving me something to react to that I can easily edit if I want and then share.
- Consider how future news sources might unfold. Anyone with a distribution network like Amazon, Facebook and Netflix, wind up building an audience. To keep this audience and perhaps even advertise against them, they offer up original programming. I suspect news will certainly follow. Thereâs certainly already enough documentaries online to begin to posit this theory.
- Before we get into Q&A, I want to throw it back quickly. I graduated from UD in 1992. The photo on the left is me at work â as an intern at the City of Daytonâs marketing department. The photo on the left is me at play, from the safety of my front porch. My point in showing you all this is simply to note that what we do may not change a ton over the course of a career â depending on how you look at it. But HOW we do it is always changing. And the reward for changing with it is relevance and effectiveness. So letâs keep embracing change.