際際滷

際際滷Share a Scribd company logo

Staying Ahead of the News Cycle_CURRENT

Download as PPTX, PDF
Jennifer Lawhead
Jennifer Lawhead

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 of 21
Download to read offline
1 Staying Ahead of the News Cycle October PRSM Bootcamp 10/28/14
2 Todays Agenda 1. Understanding todays ever-changing news cycle 2. How news outlets are staying ahead of the curve 3. Applying these lessons
3 1. Understanding todays ever-changing news cycle
4
5 Old Model Looked Like This Source: Fleishman-Hillard Inc.
6 The New Model Looks Like This Source: Fleishman-Hillard Inc.
7 Or this Source: NiemanLab.org
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 isnt 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 6s 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 isnt 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
18 3. Applying these lessons
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?
21 Thank You!

More Related Content

Staying Ahead of the News Cycle_CURRENT

  • 1. 1 Staying Ahead of the News Cycle October PRSM Bootcamp 10/28/14
  • 2. 2 Todays Agenda 1. Understanding todays ever-changing news cycle 2. How news outlets are staying ahead of the curve 3. Applying these lessons
  • 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.
  • 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 isnt always that accelerated.
  • 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 isnt 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
  • 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?

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. Heres 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/