This week, an interview with Charles Crosby, senior media advisor at Dalhousie University. Dal’s well-thought-out online media centre is a great model to follow if your organization needs to move away from traditional media storytelling and embrace social and digital media. Runs 24:58
Show notes:
1:16 Charles’ PR background, from politics, to a degree at MSVU, to agency work, freelance PR and Dalhousie University.
2:40 Dal knew the media landscape was changing and had to rethink its outreach strategy.
3:48 It’s all about asking the right questions. What did the news media need from Dal?
4:51 A plan called MediaNext: new territory for design/content/tools/digital/social media.
6:06 Senior management had trust in the MediaNext team members, which gave them the confidence to make bold, ambitious plans for its online media centre.
6:44 Segmenting the media audience for its new online platform.
7:57 Collapsing of the old media model required a new approach.
8:51 Adding bloggers to the mix.
9:24 Handling issues around copyright. Dal chose to ‘sent content free.’ (with attribution)
10:34 Adding video capability can be a challenge.
12:01 Progress means supporting huge growth in mobile technology. Lucky to have new media officer Ryan McNutt on board. You can hear Ryan in show #13.
13:31 New iPhone 4 video capability takes us to another level, with same-day video and reduced editing time.
14:55 Changing technology needs means a move from PC to Mac.
15:40 Young staff in marketing/comm were willing to challenge orthodoxy and were enthusiastic about embracing change.
17:12 Dal media relations is now a global initiative.
19:04 The online media centre now provides content as opposed to the old traditional news release/storytelling model which is 100+ years old!
20:30 Added value with media centre archive for video/photos/audio.
21:30 Staffer Billy Comeau is assigned to help reporters/researchers find quotable experts@Dal.
22:51 Next…rebuilding the experts@Dal database for broader, deeper coverage.
23:04 Charles gives URL for Dalhousie University and its media centre. It’s a work-in-progress they’re very proud of.
23:45 Podcamp Boston 5 registration is open. Event is Sept. 25/26 at Microsoft in Cambridge, Mass. Tickets are $50. Register at http://www.pcb5.eventbrite.com.
24:21 Richard announces new comment line for listeners: 206-339-0861, and availability on Twitter @richardgperry
24:54 Music out
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