Staying Ahead of the News Cycle_CURRENT

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The document discusses the changing news cycle and how news outlets are adapting. It notes that the news cycle is accelerating, with events now being reported on social media within minutes and picked up by journalists shortly after. The modern news cycle involves an event being discussed on social media, then covered by niche websites and amplified online before mainstream reporting and contextualization. It also outlines five primary ways that reporters find stories - through assignments, breaking news, original reporting, expanding on existing coverage, and talking to sources. The document concludes by suggesting opportunities for PR professionals to identify trends and stories that their clients could contribute to at different stages of the evolving news cycle.

1
Staying Ahead of the News Cycle
October PRSM Bootcamp
10/28/14

2
Today’s Agenda
1. Understanding today’s ever-changing news cycle
2. How news outlets are staying ahead of the curve
3. Applying these lessons

3
1. Understanding today’s
ever-changing news cycle

5
Old Model Looked Like This…
Source: Fleishman-Hillard Inc.

6
The New Model Looks Like This…
Source: Fleishman-Hillard Inc.

8
Boston Marathon example
First bomb went
off
1-2 min:
Eyewitness
Accounts on SM
5 minutes:
Journalists
retweet/request
interviews
6 minutes:
Reuters reports
first story
10-plus minutes:
Broadcast reports

9
Statistics are showing the news cycle is following
the Boston Marathon example, although the
timeline isn’t always that accelerated.

10
Event
Social
Media
Niche
Media
Amplifiers
Narrative
Reporting
Broadcast
Context
The New
News Cycle

11
Event
Social
Media
Niche
Media
Amplifiers
Narrative
Reporting
Broadcast
Context
iPhone 6’s
Bendgate
Crisis

12
Experts on the changing news cycle
“Twitter breaks the news almost every time and indicates the angle of the
traditional media coverage that follows.” - FleishmanHillard Blog
“Even though the mainstream news industry might be experiencing creative
destruction, demand for good storytelling from trustworthy news sources that
enrich the public discourse isn’t going away either.” - NiemanLab.org
“At its most basic level, news is a function of distribution -– news organizations
(or members of the public) create stories to pass on a piece of information to
readers, viewers, or listeners. A good story, however, does more than inform or
amplify. It adds value to the topic.” - The American Press Institute

13
2. How news outlets are staying
ahead of curve

14
Simply Put, Some Are Better Than Others
Source: Cornell University

15
Despite changes in the news cycle,
reporters are still finding stories
through five primary ways

16
Five Ways a Story Begins
1. Assigned by an editor
2. Current events/Breaking news
3. Original stories
4. Expand on stories in news
5. Talk to people

17
Story Origin Type Opportunities
Current events Be proactive in telling them about new events
Anticipate current events
Original stories Know an industry inside and out (like a beat reporter)
Help identify an emerging trend with client data
Help identify an emerging trend with client anecdotes
Expand on stories
in news
Newsjacking
Offer new perspective
Offer analysis and context
Talk to People Talk to our own clients
Talk to influencers for our clients
Talk to our clients’ customers
Social listening/engaging
Assigned by editor Find experts to help them craft a specific story
Help our journalists go above & beyond
Understand WHY a story has been assigned

19
We have opportunities for our clients to interject
during news-gathering process
Source: NiemanLab.org

20
3. Applying these Lessons
• How can we identify story trends early and often?
• What parts of the news cycle make sense for our clients?
• How can we help our journalists ID stories in the following
categories:
• Talking to people
• Current events/expanding on events
• Editor assignment
• Original stories
• What areas are we doing well as a team?
• Where can we improve?

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Staying Ahead of the News Cycle_CURRENT

1. 1 Staying Ahead of the News Cycle October PRSM Bootcamp 10/28/14

2. 2 Today’s Agenda 1. Understanding today’s ever-changing news cycle 2. How news outlets are staying ahead of the curve 3. Applying these lessons

3. 3 1. Understanding today’s ever-changing news cycle

4. 4

5. 5 Old Model Looked Like This… Source: Fleishman-Hillard Inc.

6. 6 The New Model Looks Like This… Source: Fleishman-Hillard Inc.

7. 7 Or this… Source: NiemanLab.org

8. 8 Boston Marathon example First bomb went off 1-2 min: Eyewitness Accounts on SM 5 minutes: Journalists retweet/request interviews 6 minutes: Reuters reports first story 10-plus minutes: Broadcast reports

9. 9 Statistics are showing the news cycle is following the Boston Marathon example, although the timeline isn’t always that accelerated.

10. 10 Event Social Media Niche Media Amplifiers Narrative Reporting Broadcast Context The New News Cycle

11. 11 Event Social Media Niche Media Amplifiers Narrative Reporting Broadcast Context iPhone 6’s Bendgate Crisis

12. 12 Experts on the changing news cycle “Twitter breaks the news almost every time and indicates the angle of the traditional media coverage that follows.” - FleishmanHillard Blog “Even though the mainstream news industry might be experiencing creative destruction, demand for good storytelling from trustworthy news sources that enrich the public discourse isn’t going away either.” - NiemanLab.org “At its most basic level, news is a function of distribution -– news organizations (or members of the public) create stories to pass on a piece of information to readers, viewers, or listeners. A good story, however, does more than inform or amplify. It adds value to the topic.” - The American Press Institute

13. 13 2. How news outlets are staying ahead of curve

14. 14 Simply Put, Some Are Better Than Others Source: Cornell University

15. 15 Despite changes in the news cycle, reporters are still finding stories through five primary ways

16. 16 Five Ways a Story Begins 1. Assigned by an editor 2. Current events/Breaking news 3. Original stories 4. Expand on stories in news 5. Talk to people

17. 17 Story Origin Type Opportunities Current events Be proactive in telling them about new events Anticipate current events Original stories Know an industry inside and out (like a beat reporter) Help identify an emerging trend with client data Help identify an emerging trend with client anecdotes Expand on stories in news Newsjacking Offer new perspective Offer analysis and context Talk to People Talk to our own clients Talk to influencers for our clients Talk to our clients’ customers Social listening/engaging Assigned by editor Find experts to help them craft a specific story Help our journalists go above & beyond Understand WHY a story has been assigned

18. 18 3. Applying these lessons

19. 19 We have opportunities for our clients to interject during news-gathering process Source: NiemanLab.org

20. 20 3. Applying these Lessons • How can we identify story trends early and often? • What parts of the news cycle make sense for our clients? • How can we help our journalists ID stories in the following categories: • Talking to people • Current events/expanding on events • Editor assignment • Original stories • What areas are we doing well as a team? • Where can we improve?

21. 21 Thank You!

Editor's Notes

#6: Print journalist responsible for breaking the story TV journalist heightens the news story People may talk about it for a little bit, but for the most part it dies after the news has aired
#8: http://www.niemanlab.org/2013/04/social-media-and-the-boston-bombings-when-citizens-and-journalists-cover-the-same-story/
#11: Short and sweet
#15: CNN Political Ticker tends to report a story/quote 19.5 hours before it reaches the peak; on average, they report 56 out of top 100 most important stories/quotes. Huffington Post reports a story/quote 18 hours before it reaches the peak;�� and on average, they report 73 out of the top 100 most important news stories/quotes. Drudge Retort reports stories 12 hours before they peak, and cover 32 out of the top 100 stories. Here’s how the web editions of three major daily newspapers did: StarTribune – 14 hours ahead of peak / 93 percent of top stories Washington Post – 10.5 hours ahead / 78 percent LA Times – 9 hours ahead / 72 percent http://cindystephenson.wordpress.com/2009/07/17/news-cycle-dynamics/

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