The Evolution of Corporate News by Martin Robinson
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Transcript of The Evolution of Corporate News by Martin Robinson
![Page 1: The Evolution of Corporate News by Martin Robinson](https://reader034.fdocuments.us/reader034/viewer/2022042820/55d0d6ddbb61ebbe798b4614/html5/thumbnails/1.jpg)
THE CORPORATE AS PUBLISHER
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PRs are playing the news industry at its own game. They’re working around journalists, getting their
own slickly produced stories, videos and graphics
straight to their target audiences
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Corporates as platforms – growing in power
Harvard Business Review
• 79% of companies currently using social media
Investis
• 72% of the FTSE 100 now have Twitter for sharing corporate news
• 93% of companies use LinkedIn, the most popular social network for business
• £4 billion spent on owned media last year
• Companies are now spending 20% of communications budgets on owned media
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The social eclipse (of the heart)
5.3 million Facebook followers
2.2 million Facebook followers
1.6 million Facebook followers
4.7 million Facebook followers
2.4 million Facebook followers
5.4 million Facebook followers
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Reach is not everything
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“Now we’ve got a way of reaching people who read what we say and we don’t have to rely on the Daily Mail.” Richard Branson – Financial Times
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Corporates as platforms – Why?
• Newspaper readership is declining
• Can be more innovative with content
• It drives greater site traffic
• Allows them to better gauge consumers views
• Reach a wider audience
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Thought Leadership
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Thought leadership
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Corporate social responsibility
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Corporate Announcements: Drag and drop PR?
FINANCIAL TIMES
“It was a masterclass in PR spoonfeeding and news organisations simply had to drag and drop.”
‘The Invasion of Corporate News’ – 19/09/2015
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Curating content: Apple product launches
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Financial results:Getting it right…
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…Getting it wrong
Twitter’s decision to use Periscope to announce its annual results resulted in an embarrassing backlash from users
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Community Engagement
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The death of the press release?
“We can't talk about what Coke wants to talk about. We have to talk about what people want to talk about.”
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What it means for us
NARRATIVE
Earned media
Blogs
Paid-for media
Social media
Partnerships
Speaking platforms
CLEAR CONSISTENT COMMUNICATIONS
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We’re already doing this….