PRESSFeed 2013 Online Newsroom & Media Relations Report

1. PRESSFeed 2013 Online Newsroom & Media Relations Report 2013 Online Newsroom & Media Relations Survey Presented by: Sally Falkow APR, PRESSfeed 8th Annual SNCR Research Symposium November 7, 2013, Thomson Reuters Boston Office www.sncr.org

2. 2013 ONLINE NEWSROOM & MEDIA RELATIONS SURVEY

3. 2012

4. 2013

5. 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.” 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.”

6. PR Newswire

7. Businesswire/ SEO-PR PR in Search Award

8. 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 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

9. Videos in Newsrooms To 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. Videos in Newsrooms To 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.

10. . Use a Search Engine for Researching a Story Always 47% Most of the time 42% 89% Text Images Videos 71% 53% 45%

11. . 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.

12. . 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

13. . 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

14. . 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

15. . Journalists’ Use of Social Media • Use social media to find stories • Use social media to find sources 59% 56%

16. . How Important is a Company’s Newsroom? 82% Very important Important 97% 53% 29% Very Important 60% Important 37%

17. . Important Newsroom Features

18. . Newsroom Features for Journalists

19. . Does Your Newsroom Meet the Needs of Journalists? Definitely Probably Probably Not Definitely Not 15% 40% 40% 5%

20. . INC 500 (Average 14%)

21. . What do PR Pros Want in a Newsroom? 1. Featured story with images 2. Image Gallery 3. Video Gallery 4. Integrated with a wire service 5. Able to make media lists and email reporters 6. Automatic syndication of headlines to social channels 7. Syndication feed to media sites and blogs 8. Search Engine Optimization built in 9. Easy-to-use content management system PR can control 10.Analytics to track results