pressfeed 2013 online newsroom & media relations report
DESCRIPTION
The results of the PRESSfeed and SNCR 2013 Online Newsroom and Media Relations survey were presented at the SNCR Symposium in Boston on November 6, 2013.TRANSCRIPT
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Presented by: Sally Falkow APR, PRESSfeed8th Annual SNCR Research SymposiumNovember 7, 2013, Thomson Reuters Boston Officewww.sncr.org
2013 Online Newsroom & Media Relations Survey
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2013 ONLINE NEWSROOM & MEDIA RELATIONS SURVEY
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2012
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2013
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The Rise of Visual Content
“Create unique, compelling content that readers want to share. The days of writing keyword-laden, sales-pitchy blog posts are long gone. Readers want content that informs, inspires, or entertains, and when they love it, they will share it.”
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PR Newswire
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Businesswire/SEO-PRPR in Search Award
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Images in Newsrooms
51% of top 100 brands failed to provide images of sufficient quality in their online newsroom
30% of top 100 brands fail to provide even the most basic of image libraries
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Videos in NewsroomsTo yield positive results, newsrooms must be truly “media friendly,” containing resources like high res images, logos, video assets and infographics.
12% of video libraries were closed off to anyone that hadn’t registered as a member of the press.
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Use a Search Engine for Researching a Story
Always 47%Most of the time 42%
89%
Text 71%Images 53%Videos 45%
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A Note on the Survey Respondents
• 71% of respondents said they optimize the text in releases for search.
• A study of wire services (PR Newswire, Businesswire, Marketwired, PR Web) shows that less than 20% of releases submitted are optimized for search.
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Optimizing Multimedia• 45% say they optimize
images and video
• This is not the average
• Very few images and video in corporate newsrooms are correctly optimized for search
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Google: Links in Press Releases
• Press releases are regarded as “owned” not “earned” content
• Links are not counted for SEO
• Too many links and Google news will not index the release
• Not in the first 150 words
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Link to the Corporate Newsroom
• Make the newsroom the hub of your news content
• Use it to house the assets you want to add to a release.
• Link to that page of the newsroom
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Journalists’ Use of Social Media
• Use social media to find stories 59%• Use social media to find sources 56%
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How Important is a Company’s Newsroom?
82%
Very important 53%Important 29%
97%
Very Important 60%Important 37%
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Important Newsroom Features
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Newsroom Features for Journalists
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Does Your Newsroom Meet the Needs of Journalists?
Definitely 15%Probably 40%Probably Not 40%Definitely Not 5%
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INC 500 (Average 14%)
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What do PR Pros Want in a Newsroom?
1. Featured story with images2. Image Gallery3. Video Gallery4. Integrated with a wire service5. Able to make media lists and email reporters6. Automatic syndication of headlines to social channels7. Syndication feed to media sites and blogs8. Search Engine Optimization built in9. Easy-to-use content management system PR can control10.Analytics to track results
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