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STUART BRUCE
                    Corporate communications, public affairs, public
                    relations and social media




SOCIAL MEDIA NEWSROOMS
CHARTERED INSTITUTE OF PUBLIC RELATIONS
SOCIAL SUMMER

TWEET USING #CIPRsm and @stuartbruce
Why the heck should I listen to Stuart?
• Started in public relations in 1989, but still no grey hairs
• Did UK‟s first social media news release in 2006 –
  maybe!
• Built world‟s first multi-language social media newsroom
  – probably!
• Created social media newsrooms and provided
  modernised media relations counsel to lots of companies
  including:




      #CIPRsm @stuartbruce www.stuartbruce.biz
Do you know this man?




   #CIPRsm @stuartbruce www.stuartbruce.biz
A „founding father‟ of public relations




                                  Ivy Lee

    #CIPRsm @stuartbruce www.stuartbruce.biz
World‟s first press release




    #CIPRsm @stuartbruce www.stuartbruce.biz
World‟s first press release
                                  • Atlantic City train crash – 53
                                    killed
                                  • On October 26, 1906 Ivy Lee
                                    issued press release on behalf
                                    of Pennsylvania Railroad
                                    company
                                  • The New York Times printed it
                                    word for word on October
                                    30, 1906




    #CIPRsm @stuartbruce www.stuartbruce.biz
Declaration of principles

 "This is not a secret press bureau. All our work is done in
       the open. We aim to supply news. This is not an
  advertising agency. If you think any of our matter ought
  properly to go to your business office, do not use it. Our
 matter is accurate. Further details on any subject treated
  will be supplied promptly, and any editor will be assisted
most carefully in verifying directly any statement of fact. ...
     In brief, our plan is frankly, and openly, on behalf of
  business concerns and public institutions, to supply the
press and public of the United States prompt and accurate
  information concerning subjects which it is of value and
              interest to the public to know about."


      #CIPRsm @stuartbruce www.stuartbruce.biz
100 years later – February 27, 2006




    #CIPRsm @stuartbruce www.stuartbruce.biz
May 23, 2006 – open source template




   #CIPRsm @stuartbruce www.stuartbruce.biz
SMNRs not a panacea for c**p press releases




    #CIPRsm @stuartbruce www.stuartbruce.biz
Principles of a good news release
• It‟s NEWS stupid
• Facts
• Truth
• Zero tolerance of spin and marketing bulls**t




      #CIPRsm @stuartbruce www.stuartbruce.biz
EC = MC
Every Company is a
 Media Company
                                           Source: Tom Foremski
#CIPRsm @stuartbruce www.stuartbruce.biz
Benefits of a social media newsroom
• Publish your own content
• Curate other relevant content
• Make it easy to share and re-publish your content
• Reach audiences directly without media filter
• Enable journalists/bloggers to access facts more easily
• Publish multimedia content and graphics
• Reduce calls to press office
• Helps more journalists use more accurate information
• Fast and easy to publish content directly
  • even from a mobile!
• Search - SEO
• … and SEO again

      #CIPRsm @stuartbruce www.stuartbruce.biz
Elements of a social media news release

 Headline              Intro                   Body   Anchor Text



 Quotes            Extra Facts           Multimedia   Infographics



  Social              Email                Social
                                                         Links
 Sharing             Sharing            Bookmarking


                    Creative
                                           Contacts
                   Commons

    #CIPRsm @stuartbruce www.stuartbruce.biz
Elements of a social media news release

 Headline              Intro                   Body   Anchor Text
         HEADLINES
         • Write for both search engines and
 Quotes real people
               Extra Facts      Multimedia   Infographics
         • 90-120 characters in length
         • Keywords nearer to start of
  Social headline  Email          Social
                                                 Links
 Sharing          Sharing      Bookmarking
         • Email subject line or Twitter
         • Might be all people ever see
                    Creative
                                           Contacts
                   Commons

    #CIPRsm @stuartbruce www.stuartbruce.biz
Elements of a social media news release

 Headline              Intro                   Body   Anchor Text
        INTRODUCTORY PARAGRAPH
        • Tell the whole story
 Quotes • Who, why, what, when, where, how
                Extra Facts    Multimedia Infographics
        • Might be all people ever see

  Social              Email                Social
                                                         Links
 Sharing             Sharing            Bookmarking


                    Creative
                                           Contacts
                   Commons

    #CIPRsm @stuartbruce www.stuartbruce.biz
Elements of a social media news release

 Headline              Intro                   Body   Anchor Text
        BODY COPY
        • Bullet points or prose
 Quotes • Proper prose for meMultimedia
               Extra Facts      everytime             Infographics
        • Write well – spelling, grammar
        • Good writing still matters
  Social              Email                Social
                                                         Links
 Sharing             Sharing            Bookmarking


                    Creative
                                           Contacts
                   Commons

    #CIPRsm @stuartbruce www.stuartbruce.biz
Elements of a social media news release

 Headline              Intro                   Body   Anchor Text
         ANCHOR TEXT LINKS
         • Keywords or phrases are linked to
 Quotes another page on theMultimedia
                Extra Facts    internet      Infographics
         • Link must be very specific e.g.
           “sharpest mobile screen” to page
  Social about screen, not just the mobile
                  Email          Social
                                                 Links
 Sharing • Provides people with access to
                 Sharing      Bookmarking
           more information and good for SEO
                    Creative
                                           Contacts
                   Commons

    #CIPRsm @stuartbruce www.stuartbruce.biz
Elements of a social media news release

 Headline              Intro                   Body   Anchor Text
        CREATIVE COMMONS LICENCE
        • Some companies still carry dire
 Quotes warnings “for media Multimedia
              Extra Facts      use only”     Infographics
        • Type of online „copyright‟ release
        • Might need different types for news
  Social (allow change) and other resources
                 Email           Social
                                                 Links
 Sharing (don‟t Sharing      Bookmarking
                allow change, just use)


                    Creative
                                           Contacts
                   Commons

    #CIPRsm @stuartbruce www.stuartbruce.biz
Elements of a social media news release

 Headline              Intro                   Body   Anchor Text



 Quotes            Extra Facts           Multimedia   Infographics



  Social              Email                Social
                                                         Links
 Sharing             Sharing            Bookmarking


                    Creative
                                           Contacts
                   Commons

    #CIPRsm @stuartbruce www.stuartbruce.biz
Elements of a social media newsroom

         RSS               Image Gallery           Video Gallery



                            Syndicate/link
        Search                                          Tag Cloud
                            other content



      Coverage                                          Corporate
                           Spokespeople
       Archive                                          Calendar



                                              Content
               Backgrounders
                                              Sharing

   #CIPRsm @stuartbruce www.stuartbruce.biz
Elements of a social media newsroom

         RSS               Image Gallery           Video Gallery

        RSS
        • “The report of my death was an
                       Syndicate/link
          exaggeration” Mark Twain
       Search                          Tag Cloud
                       other content
        • Use it on many news apps without
          realising it
        • Help
      Coverage people subscribe to yourCorporate
                                        news
                           Spokespeople
        Archive                                         Calendar



                                              Content
               Backgrounders
                                              Sharing

   #CIPRsm @stuartbruce www.stuartbruce.biz
Elements of a social media newsroom

         RSS               Image Gallery           Video Gallery

        CONTENT SHARING
        • Photos - Flickr / Picassa
                      Syndicate/link
       Search - YouTube / Vimeo
        • Video                        Tag Cloud
                      other content
        • Documents – Scribd / Edocr
        • Presentations – SlideShare / Prezi
      Coverage – iTunes / Audioboo
        • Audio                        Corporate
                      Spokespeople
        Archive                                         Calendar



                                              Content
               Backgrounders
                                              Sharing

   #CIPRsm @stuartbruce www.stuartbruce.biz
Elements of a social media newsroom

         RSS               Image Gallery           Video Gallery



                            Syndicate/link
        Search                                          Tag Cloud
                            other content



      Coverage                                          Corporate
                           Spokespeople
       Archive                                          Calendar



                                              Content
               Backgrounders
                                              Sharing

   #CIPRsm @stuartbruce www.stuartbruce.biz
Building a social media newsroom
• Build your own using open source CMS:




• Use a commercial white label system e.g.:




• Build your own using commercial/proprietary CMS


     #CIPRsm @stuartbruce www.stuartbruce.biz
Build it and they will come…




                                   … in your
                                   dreams!




    #CIPRsm @stuartbruce www.stuartbruce.biz
Using a social media newsroom
• Think of all stakeholders, not just journalists
• News is different things to different people
• No need to broadcast your whole news release – send
  the NEWS and a link
• Share news via email, Twitter, Google+, Facebook or
  commercial newswire services – be sensitive to your
  audience
• Frequent updates
• Always think of SEO, but write to captivate humans




      #CIPRsm @stuartbruce www.stuartbruce.biz
Opel




   #CIPRsm @stuartbruce www.stuartbruce.biz
First Direct
                                         • First major „social web‟
                                           activity by any UK
                                           financial institution
                                         • Unique visitors up from
                                           less than 10 to 2,300+ a
                                           week
                                         • Won numerous awards




    #CIPRsm @stuartbruce www.stuartbruce.biz
HSBC




  #CIPRsm @stuartbruce www.stuartbruce.biz
Cisco




   #CIPRsm @stuartbruce www.stuartbruce.biz
Nyenrode New Business School




   #CIPRsm @stuartbruce www.stuartbruce.biz
PressPage case study




   #CIPRsm @stuartbruce www.stuartbruce.biz
Summary
• Evolution, not revolution
• Do what you do, but better
• How you use it matters most
• Remember it‟s still about what engages your
  audiences, never about marketing spin
• Must be used with modernised media relations:
  • Understand search
  • Multimedia content
  • Interactivity and engagement
  • Shared, open and transparent




      #CIPRsm @stuartbruce www.stuartbruce.biz
STUART BRUCE
+44 20 3239 1093 | + 44 7852 135456
stuart@stuartbruce.biz
Twitter stuartbruce | Skype stuartbrucepr
Blog www.stuartbruce.biz
Consultancy www.stuartbruce.eu

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Social media newsrooms

  • 1. STUART BRUCE Corporate communications, public affairs, public relations and social media SOCIAL MEDIA NEWSROOMS CHARTERED INSTITUTE OF PUBLIC RELATIONS SOCIAL SUMMER TWEET USING #CIPRsm and @stuartbruce
  • 2. Why the heck should I listen to Stuart? • Started in public relations in 1989, but still no grey hairs • Did UK‟s first social media news release in 2006 – maybe! • Built world‟s first multi-language social media newsroom – probably! • Created social media newsrooms and provided modernised media relations counsel to lots of companies including: #CIPRsm @stuartbruce www.stuartbruce.biz
  • 3. Do you know this man? #CIPRsm @stuartbruce www.stuartbruce.biz
  • 4. A „founding father‟ of public relations Ivy Lee #CIPRsm @stuartbruce www.stuartbruce.biz
  • 5. World‟s first press release #CIPRsm @stuartbruce www.stuartbruce.biz
  • 6. World‟s first press release • Atlantic City train crash – 53 killed • On October 26, 1906 Ivy Lee issued press release on behalf of Pennsylvania Railroad company • The New York Times printed it word for word on October 30, 1906 #CIPRsm @stuartbruce www.stuartbruce.biz
  • 7. Declaration of principles "This is not a secret press bureau. All our work is done in the open. We aim to supply news. This is not an advertising agency. If you think any of our matter ought properly to go to your business office, do not use it. Our matter is accurate. Further details on any subject treated will be supplied promptly, and any editor will be assisted most carefully in verifying directly any statement of fact. ... In brief, our plan is frankly, and openly, on behalf of business concerns and public institutions, to supply the press and public of the United States prompt and accurate information concerning subjects which it is of value and interest to the public to know about." #CIPRsm @stuartbruce www.stuartbruce.biz
  • 8. 100 years later – February 27, 2006 #CIPRsm @stuartbruce www.stuartbruce.biz
  • 9. May 23, 2006 – open source template #CIPRsm @stuartbruce www.stuartbruce.biz
  • 10. SMNRs not a panacea for c**p press releases #CIPRsm @stuartbruce www.stuartbruce.biz
  • 11. Principles of a good news release • It‟s NEWS stupid • Facts • Truth • Zero tolerance of spin and marketing bulls**t #CIPRsm @stuartbruce www.stuartbruce.biz
  • 12. EC = MC Every Company is a Media Company Source: Tom Foremski #CIPRsm @stuartbruce www.stuartbruce.biz
  • 13. Benefits of a social media newsroom • Publish your own content • Curate other relevant content • Make it easy to share and re-publish your content • Reach audiences directly without media filter • Enable journalists/bloggers to access facts more easily • Publish multimedia content and graphics • Reduce calls to press office • Helps more journalists use more accurate information • Fast and easy to publish content directly • even from a mobile! • Search - SEO • … and SEO again #CIPRsm @stuartbruce www.stuartbruce.biz
  • 14. Elements of a social media news release Headline Intro Body Anchor Text Quotes Extra Facts Multimedia Infographics Social Email Social Links Sharing Sharing Bookmarking Creative Contacts Commons #CIPRsm @stuartbruce www.stuartbruce.biz
  • 15. Elements of a social media news release Headline Intro Body Anchor Text HEADLINES • Write for both search engines and Quotes real people Extra Facts Multimedia Infographics • 90-120 characters in length • Keywords nearer to start of Social headline Email Social Links Sharing Sharing Bookmarking • Email subject line or Twitter • Might be all people ever see Creative Contacts Commons #CIPRsm @stuartbruce www.stuartbruce.biz
  • 16. Elements of a social media news release Headline Intro Body Anchor Text INTRODUCTORY PARAGRAPH • Tell the whole story Quotes • Who, why, what, when, where, how Extra Facts Multimedia Infographics • Might be all people ever see Social Email Social Links Sharing Sharing Bookmarking Creative Contacts Commons #CIPRsm @stuartbruce www.stuartbruce.biz
  • 17. Elements of a social media news release Headline Intro Body Anchor Text BODY COPY • Bullet points or prose Quotes • Proper prose for meMultimedia Extra Facts everytime Infographics • Write well – spelling, grammar • Good writing still matters Social Email Social Links Sharing Sharing Bookmarking Creative Contacts Commons #CIPRsm @stuartbruce www.stuartbruce.biz
  • 18. Elements of a social media news release Headline Intro Body Anchor Text ANCHOR TEXT LINKS • Keywords or phrases are linked to Quotes another page on theMultimedia Extra Facts internet Infographics • Link must be very specific e.g. “sharpest mobile screen” to page Social about screen, not just the mobile Email Social Links Sharing • Provides people with access to Sharing Bookmarking more information and good for SEO Creative Contacts Commons #CIPRsm @stuartbruce www.stuartbruce.biz
  • 19. Elements of a social media news release Headline Intro Body Anchor Text CREATIVE COMMONS LICENCE • Some companies still carry dire Quotes warnings “for media Multimedia Extra Facts use only” Infographics • Type of online „copyright‟ release • Might need different types for news Social (allow change) and other resources Email Social Links Sharing (don‟t Sharing Bookmarking allow change, just use) Creative Contacts Commons #CIPRsm @stuartbruce www.stuartbruce.biz
  • 20. Elements of a social media news release Headline Intro Body Anchor Text Quotes Extra Facts Multimedia Infographics Social Email Social Links Sharing Sharing Bookmarking Creative Contacts Commons #CIPRsm @stuartbruce www.stuartbruce.biz
  • 21. Elements of a social media newsroom RSS Image Gallery Video Gallery Syndicate/link Search Tag Cloud other content Coverage Corporate Spokespeople Archive Calendar Content Backgrounders Sharing #CIPRsm @stuartbruce www.stuartbruce.biz
  • 22. Elements of a social media newsroom RSS Image Gallery Video Gallery RSS • “The report of my death was an Syndicate/link exaggeration” Mark Twain Search Tag Cloud other content • Use it on many news apps without realising it • Help Coverage people subscribe to yourCorporate news Spokespeople Archive Calendar Content Backgrounders Sharing #CIPRsm @stuartbruce www.stuartbruce.biz
  • 23. Elements of a social media newsroom RSS Image Gallery Video Gallery CONTENT SHARING • Photos - Flickr / Picassa Syndicate/link Search - YouTube / Vimeo • Video Tag Cloud other content • Documents – Scribd / Edocr • Presentations – SlideShare / Prezi Coverage – iTunes / Audioboo • Audio Corporate Spokespeople Archive Calendar Content Backgrounders Sharing #CIPRsm @stuartbruce www.stuartbruce.biz
  • 24. Elements of a social media newsroom RSS Image Gallery Video Gallery Syndicate/link Search Tag Cloud other content Coverage Corporate Spokespeople Archive Calendar Content Backgrounders Sharing #CIPRsm @stuartbruce www.stuartbruce.biz
  • 25. Building a social media newsroom • Build your own using open source CMS: • Use a commercial white label system e.g.: • Build your own using commercial/proprietary CMS #CIPRsm @stuartbruce www.stuartbruce.biz
  • 26. Build it and they will come… … in your dreams! #CIPRsm @stuartbruce www.stuartbruce.biz
  • 27. Using a social media newsroom • Think of all stakeholders, not just journalists • News is different things to different people • No need to broadcast your whole news release – send the NEWS and a link • Share news via email, Twitter, Google+, Facebook or commercial newswire services – be sensitive to your audience • Frequent updates • Always think of SEO, but write to captivate humans #CIPRsm @stuartbruce www.stuartbruce.biz
  • 28. Opel #CIPRsm @stuartbruce www.stuartbruce.biz
  • 29. First Direct • First major „social web‟ activity by any UK financial institution • Unique visitors up from less than 10 to 2,300+ a week • Won numerous awards #CIPRsm @stuartbruce www.stuartbruce.biz
  • 30. HSBC #CIPRsm @stuartbruce www.stuartbruce.biz
  • 31. Cisco #CIPRsm @stuartbruce www.stuartbruce.biz
  • 32. Nyenrode New Business School #CIPRsm @stuartbruce www.stuartbruce.biz
  • 33. PressPage case study #CIPRsm @stuartbruce www.stuartbruce.biz
  • 34. Summary • Evolution, not revolution • Do what you do, but better • How you use it matters most • Remember it‟s still about what engages your audiences, never about marketing spin • Must be used with modernised media relations: • Understand search • Multimedia content • Interactivity and engagement • Shared, open and transparent #CIPRsm @stuartbruce www.stuartbruce.biz
  • 35. STUART BRUCE +44 20 3239 1093 | + 44 7852 135456 stuart@stuartbruce.biz Twitter stuartbruce | Skype stuartbrucepr Blog www.stuartbruce.biz Consultancy www.stuartbruce.eu