1.Transforming the World Using media to motivate social good

2. About @JessicaCoscia

2001 Peace College Mass Com/Jou Grad

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

Experience both pitching to and reporting the news

Focus on public affairs programming

On launch team for 1 sthyperlocal generated television news affiliated website MyNC.com (NBC 17)

3. Effective Communicationis important to EVERYONE 4. What Well Cover Today

The Evolution of Communication

• Old News vs. New Media

Leveraging New Media for PR Success

Tips for Generating Media Coverage

• Pitching to the Media

• Making your own news

5. How would you define The Media? 6. Old News

Mass Communication Broadcast Model

• TV, Radio, Print

Traditional Journalists

One way messaging

Spin, Hype and Jargon

7. New Media

Conversation vs. Consumption

Meaningful and targeted communication

Relationships; from virtual to physical

Citizens influencing total news impact

8. Web News Moves Up

In 2010, EVERY news platform saw audiencesdeclineEXCEPT for the Internet.

More people got news from the web than newspapers.

News organizations focused more onaggregationthan original reporting.

2011 Pew Research released March 14, 2010 See FULL Report at:journalism.org 9.

So is traditional mass media dead? Not quite.

The web and social media are making it easier to communicate with public. At the same time, where there used to be a clear delineationthe web has resulted in a blurred line between the two industries.

-Pamela Seiple, HubSpot

10. 11.

What were the top 10 news stories of 2010?

Have you been listening? 12. 13.

Media Outreach = Communication. Collaboration. Social Good.

Generating Media Coverage 14. Dont presume First things first 15. Media Relations Strategy

Make a commitment

• EVERYONE must be onboard!

Set goals 3 main points you want to get across

Set a timeline plan quarterly

Research & Listen

Develop networks media & community

Mix online and offline

Measure and adjust

16. Do your homework Listen, listen, listen

Identify key stakeholders, media, bloggers, influencers and advocates

Listen search for conversations related to your particular industry

Determine - most appropriate mediums

• Observation of human behavioroffline and online

Pinpoint - Current Events or News

Find - Relevant tie ins, Key dates, events, local places and people

17.

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 18. Relationships are Reciprocal

Indentify & Engage

Develop networks

• Influencers, Media, Community

Position Yourself as an industry leader, partner, andresource

Be Informed

Be Responsive and available

Be Interactive

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

19. Good Pitching

Stay on target Get to the point

Be Brief

Be Interesting , Unique, Timely

• Remember your audience and those tie ins

Personalize

Be available

Pitches with visuals go to the front of the line (you dont need to be a professional photog. think 9/11, Katrina, Japan Tsunami)

20. 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

No one to comment no human voice

• Never say no comment

21. Integrate online & offline

Online

Cross promote content

Enhance media relations

Talk to reporters on social networks

HARO, Twitter, Linked In

Distribute online content, social media releases

Offline

Involve/Educate your staff and partners

Speak at conferences, meetings and events

Offer contests and contributed articles to generate publicity with print, radio, TV, events, conferences and other real life venues

Ask for feedback

22. Measure ROE

Return On Engagement

# Twitter followers. Facebook fans & Insights Dashboard

Blog comments and inbound links

Website and blog traffic

You Tube ratings and embedded video

Influence, community action, movement requires you to what?

LISTEN, LEARN AND ADAPT!!!

23. Be Creative

Content 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

24.

YOU can report on it!

Reporters not listening? 25. Citizen Controlled Reporting

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

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

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

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

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

26.

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 27.

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 youto 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 28. The People Spoke CNN Listened

Tuesday, March 14 ,2011

CNN recognized citizen journalists who, through CNNs 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?

29.

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 involvement. New media was too new. Push back from traditional news team. Failure to find ways to monetize; internet is free.

The NC Triangle Tried It. Were we just ahead of our time? 30. Is this good newsorbad news?

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

Offer avenue for civic involvement and engagement?

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

Note:Call to action on sign urging public to TEXT To Take Action 31. Youll never know

Until you try

Remember, your biggest investment is going to be TIME.

32. Research Tools

Survey Tools

PollDaddy

SurveyMonkey

Relationship Building

HARO

Journalist Tweets

Muck Rack

HARO

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

33. Measurement Tools

Link Tracking

Bit.ly

Tr.im

HootSuite

Trend Monitoring

Google Trends

Google Alerts

Twitter Grader

34. Resources & Tips

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

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

Mashable.com

Communitymediaworkshop.org

http://blog.hubspot.com/

35. [email_address] @JessicaCoscia