1. It not only has to be true … It also has to be believable: Media relations in an era of economic retrenchment, accelerated technology and the rise of the citizen journalist

2. One incident captured on video goes viral. Two days of headlines… 2 Oklahoma Students Seen In Racist Fraternity Video Apologize Barry Switzer defends Oklahoma fraternity members after racist video Top recruit de-commits from Oklahoma after racist video University of Oklahoma expels two leaders of racist singing Views You Can Use: Oklahoma Outrage Sooner Find Redemption Black University of Oklahoma students urge change after racist video The Side of the Oklahoma Racist Frat Story That Nobody Is Talking About Expelling Oklahoma students for racist video is likely unconstitutional

3. Themes of changing media landscape…

4. Theme 1: Economic recession for media that started before 2008 but has only continued 2009: –105 newspapers have been shuttered. –10,000 newspaper jobs have been lost. –Print ad sales fell 30% in Q1 '09. –23 of the top 25 newspapers reported circulation declines between 7% and 20%. –What happened?

5. According to Business Insider.com/The Atlantic Magazine: –For most of history, most publications lost money, or at best broke even, on their subscription base, which just about paid for the cost of printing and distributing the papers. –Advertising was what paid the bills. –Craigslist ate the classified ads. –eHarmony stole the personals. –Newspapers got in the on-line content game late; they gave it away

6. This perfect storm hit four major newspaper conglomerates –The Gannett Co. Inc. –GateHouse Media Inc. –The Sun-Times Media Group –The Journal Register Company -- especially hard. Together, they closed 61 newspapers in 2009

7. Example: Gannett Co. Inc., the nation's largest newspaper company: –Revenue fell 34.1% in Q1 '09. –It has laid off more than 10,000 employees since 2007. –At least 90 employees were laid-off in the beginning of 2009 –U.S. dailies have been losing 2 to 5 percent of their print circulations annually this decade.

8. Theme 2: Technology accelerates change The majority of American households now receive hundreds of topical cable and satellite TV channels, plus have broadband Internet access. These sites allow either the aggregation of content or their distribution easily and readily. Americans routinely use TV channels and search engines to find the specific topics that match their unique interests much more articulately and timely than any daily newspaper can.

9. The long era of any company packaging a group of stories that its editors hope can satisfy all people's interests is effectively over. Pew study from June 2011: –Nearly 80% of Americans use the internet; nearly half of adults use a social networking site such as Facebook or Twitter There are 1 billion plus people on Facebook New Platforms competing emerging continually that allow users to not only aggregate but syndicate content: steller, flipboard, tumblr, instagram, snapchat

10. http://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/

11. Theme 3: A truly 24-hour news cycle What does that mean for PR people and universities that compete in the marketplace? –Fewer mainstream news outlets covering us regularly, but more people whose credentials are unclear Herald-Leader newsroom in 1997: 150; today 75 Most TV stations: if it bleeds it leads Shorter stories; shorter sound-bites; less coverage No specialists at TV stations in particular; limited public affairs coverage

12. Theme 4: The Rise of the Citizen Journalist Have to be responsive World is mobile Mainstream media take their cues

13. But also more ways to spread misinformation:

14. How do we respond to this changing landscape and also proactively communicate: Top executives/administrators/faculty have to be on board with what brand means Consistent messaging that's mindful of the brand and supports it and re- purposes it often Quick, responsive, engaging Play on multiple platforms, but thoughtfully decide where you will excel And ….

15. Theme 5: Brands become their own publishers and content aggregators/syndicators More platforms to communicate on and from which to communicate university's message. Platform goals for this year: –Facebook- 430,000 fans –Twitter- 40,000 followers –Flickr- 1,750,000 views –Combined YouTube accounts- 1,800,000 views –Google+ - 350,000 circles –Instagram- 20,000 followers –Pinterest- 5,000 followers –LinkedIn- 100,000 followers –Tumblr- 1,000 followers –Daily on-line publication: http://uknow.uky.edu/http://uknow.uky.edu/

16. How do we do that? Establish guidelines for utilization of social media Policies about who speaks for the institution Aggressively monitor what is said about you –Have a social media strategy and follow it, but be flexible Leverage other parts of the university in support of the brand –Athletics