Be a media mogul

Morgan Lyons

Assistant Vice President, External Relations

Dallas Area Rapid Transit

Dallas, TX

You too can be Charles Foster Kane

• News habits keep changing

– Newspaper circulation, cable news still falling

– Local TV news up

– $50.7 billion spent on digital ads, up 18% from 2013

You should be in the news business

• Customers are searching for content

• Media outlets broader, thinner

• Technology lowering the barriers to entry

DART Daily & brand journalism

• Go directly to the public, customers, employees and media

• Use digital tools to reach all targets simultaneously

• One message, one voice, more clarity, more impact

DART Daily & brand journalism

● Break DART news

● Establish trust, balance content

● Media relations support with single source of truth

● Layer social media channels for added exposure

DART Daily & brand journalism

•Content is King!

DART Daily & brand journalism

DART Daily & brand journalism

Doing brand journalism

• Free media isn’t free; it’s earned, and maybe owned

• Content marketplace will continue evolving

• Brand journalism can be disruptive in your local media ecology (and that’s a good thing)

Be a media mogul

Thanks for listening!

Morgan Lyons

mlyons@DART.org

Dallas Area Rapid Transit

Dallas, TX