Online Newsrooms: Best Practices for Public Relations Practitioners
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Online Newsrooms Communitelligence Nov. 18, 2009 @EricSchwartzman Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0
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This slide deck was presented at a webinar hosted by Communtelligence on Wednesday, Nov. 18th, 2009
Transcript of Online Newsrooms: Best Practices for Public Relations Practitioners
Online Newsrooms
Communitelligence
Nov. 18, 2009
@EricSchwartzman
Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons.
Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0
Star Wars 30th Anniversary
Salt Lake Olympics
Academy Awards
Britney Spears
Pussycat Dolls
My Background
Blogs/Podcasts
Pure SocialNetworks
Content SocialNetworks
Monitoring
Microblogging
Social Media
Channel Map
SEO
Websites
New Media
Discoverability and Amplification
New Media
Source: Universal McCann
12
3
Overarching Strategy
Photo by Spackletoe
Your Job is Harder than Ever Before
• Communicating at home online
• User experience shapes reputation
• Flash, PDFs, ambiguous UI or counterintuitive navigation
• Positive user experience builds trust and confidence
• Ease of use drives adoption
Evolution of the Customer Experience
Making Online News Scanable
Toyota.com
Source: Toyota Online Newsroom
Toyota.com
Ma
in N
av
by T
op
icS
ub
Na
vfo
r
Me
dia
Column 1 Column 2 Column 3 Column 4
Lead Story
with
Clickable
Thumbnail
Logical
Path
Headline
Thumbnails in
Index
Site
Search
Press Info
Subscriptions
Sub HeadlinePrimary Emphasis
Ho
t
To
pic
s
Secondary
Emphasis
UCLA Online Newsroom
Subscripti
on Kiosk
with RSS,
Email and
Sharing
The Subscription Kiosk should be used as a
function element on every page within the online
newsroom.
Subscription Kiosks
Clickabl
e RSS
Text and
Icon
Step One – Visitor clicks the
RSS text or icon.
Subscription Kiosks - RSS
Categor
y Feed
Sub
Category
Feed
Sub
Category
Feed
Generates
Custom
RSS Feed
Help Screen
Subscription Kiosks – Custom Feeds
Step Three– Branded icons help visitors
move their subscriptions into their RSS
reader of choice, subscribe via browser or
view a raw feed.
One Click Subscription to
Google Reader or iGoogle
Subscribe via Internet
Explorer or Firefox
View Raw RSS
Feed
Close Option
Subscription Kiosks – One-Click Import
Clickable
Alerts
Text and
Icon
Step One – Visitor clicks
the Alerts text or icon.
Subscription Kiosks – Email Alerts
CAPTCHA Code
function with
audio
accessibility for
visually impaired
visitors
Subscriber
enters email
address
Confirmation
message
Subscription Kiosks – Email CAPTCHAs and Confirmations
Step Three– Visitor clicks on an unique hyperlink
sent to the registered email address from the
newsroom’s domain.
Unique
URL
Email Sent
from
Online
Newsroom
Domain
Subscription Kiosks – Email Authentication Links
Subscription Kiosks – Email Category and Sub Categories
Clickable
Share Text
and Icon
Step One – Visitor clicks
the Share text or icon.
Subscription Kiosks - Sharing
Clickable Share Text
and Icon
Forward via Email
Format to Print
Page Title, Website,
Category, Publisher
(Specific to General)
Facebook CAPTCHA
Permalink
Subscription Kiosks – Sharing via Social Networks
Optional Comments
Field
CAPTCHA
Recipient’s Email
Subscription Kiosks – Sharing via Email
User Comment
Page Title URL
Searches “Area of
Expertise” field
(manually entered)
Expert Database Search Results
Paginated Results
Newsroom Links
Expert Detail Page
Sort By Option
Thumbnail Image
Experts Database
Data Visualization Resource
Data Visualization Resource
Data Visualization - Embed Codes
Data Visualization - Beach Report Card
Black
Box
Standard
Homepage
Background
Image
No Background
Image
Crisis Footer
Standard
Footer
Black Box
Homepage
Crisis Communications Template
Online Crisis Communications – Demand Spike
Social Distributed Problem Solving
Process Overview
Organizational
Communications
Online NewsroomTwitter YouTube &
Flickr
News Media CustomersCustomer
Service
Twitter ID &
Password
Updates in
Reverse
Chronologi
cal Order
Twitpic
Link
Twitpic Link &
Caption
Emailed Image &
Subject Headline
Posted on Twitpic
PSNH Twitter Strategy
Color
Coded by
Size
Outage
Street Level
Detail
Entergy Storm Center Maps Power Outages
The Nuts and Bolts
Social Media Policy
Transparency of Information Intended for
Public Release
Respectfulness
Privacy
Confidentiality
Diplomacy
DisclaimersConflict
Resolution
Combat Considerations
Legal Matters
IT Policy
Penalties
Provide Social Media Training
Source: 2009 Digital Readiness Report
New Media Train Everyone
Upcoming Social Media PR Training
• PRSA Boot Camp :: NYC, December 03, 2009
• PRSA Boot Camp :: DC, January 27, 2010
• PRSA Master Class :: DC, January 29, 2009
• PRSA Boot Camp :: SF, February 25, 2009
• PRSA Boot Camp :: NYC, March 24, 2010
• PRSA Master Class :: NYC, March 26, 2010
Contact Info
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
ericschwartzman.com Website
ontherecordpodcast.com Podcast
facebook.com/ericschwartzman Facebook
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3016595 Linkedin
@ericschwartzman Twitter
Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons.
Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0
