1. A Day in the (Online) Life of a Humble Press Release Lori Packer University of Rochester HighEdWeb 2008 Lori Packer University of Rochester HighEdWeb 2008

2. About the U of R Research university 4,800 undergraduates Research university 4,800 undergraduates Six schools, Med Center VERY decentralized Six schools, Med Center VERY decentralized

3. About Public Relations at U of R Each school has its own PR office “University Communications” covers the College and central administration There are 29 of us: Publications Periodicals Media Relations – including six publicists Each school has its own PR office “University Communications” covers the College and central administration There are 29 of us: Publications Periodicals Media Relations – including six publicists

4. About Me “What is a Web Editor anyway?” “Can you put this on the Web?” “She does our Web stuff.” “Can you talk to IT about this? You speak the same language.” “What is a Web Editor anyway?” “Can you put this on the Web?” “She does our Web stuff.” “Can you talk to IT about this? You speak the same language.”

5. Press Releases: In the Beginning Letterhead, printers, envelopes, labels, stamps, fax machines

6. Press Releases as Source Serve as “fodder” for journalists Tell our stories to reporters, who then tell a story to their audience (or not) Can influence but not control the outcome Have a limited shelf life Serve as “fodder” for journalists Tell our stories to reporters, who then tell a story to their audience (or not) Can influence but not control the outcome Have a limited shelf life

7. Press Releases as Destination Still server as source material for journalists, BUT... Online, the press release becomes the story “Cut out the middle man” Have an unlimited shelf life Still server as source material for journalists, BUT... Online, the press release becomes the story “Cut out the middle man” Have an unlimited shelf life

8. Case Study #1: The Media Still Matter Light’s Most Exotic Trick Yet: So Fast it Goes... Backwards? Published May 2006 Light passing through a fiber laced with a chemical element went so fast that it exited the fiber before it entered Light’s Most Exotic Trick Yet: So Fast it Goes... Backwards? Published May 2006 Light passing through a fiber laced with a chemical element went so fast that it exited the fiber before it entered

9. Backwards Light: A Complete Package Animations… High-res photos… Infographic…

10. Hit in the New York Times SUCCESS!! Hit in the New York Times SUCCESS!! Backwards Light: Results

11. Backwards Light: But Wait, There’s More New York Times story appears online Story includes link back to press release BECAUSE of the animation New York Times story appears online Story includes link back to press release BECAUSE of the animation

12. Backwards Light: A Life Online After the New York Times hit, the press release on our site received over 101,000 hits in one month. Only about 12,000 (which is still huge) of those hits came directly from the New York Times After the New York Times hit, the press release on our site received over 101,000 hits in one month. Only about 12,000 (which is still huge) of those hits came directly from the New York Times

13. Backwards Light: A Life Online Since its publication in May 2006, the release has received over 180,000 hits, mostly generated by sites like Stumbleupon. Is still regularly in the top 10 in terms of traffic to press releases on our site each month. Since its publication in May 2006, the release has received over 180,000 hits, mostly generated by sites like Stumbleupon. Is still regularly in the top 10 in terms of traffic to press releases on our site each month.

14. Backwards Light: Lessons Give them a package, something they can’t get from anyone else “The gift that keeps on giving” The mainstream media still serve an agenda setting function; still drive content on blogs, social networking sites Give them a package, something they can’t get from anyone else “The gift that keeps on giving” The mainstream media still serve an agenda setting function; still drive content on blogs, social networking sites

15. Case Study #2: Social Media Rochester Physicist’s Quantum “Uncollapse” Hypothesis Verified  Published August 2008  Theory that you could unmeasure a quantum particle and revert it to its original form Rochester Physicist’s Quantum “Uncollapse” Hypothesis Verified  Published August 2008  Theory that you could unmeasure a quantum particle and revert it to its original form

16. Quantum Mechanics: Results No video, no animation, no graphic elements No big media hits this time BUT... release receives over 72,000 hits in its first month No video, no animation, no graphic elements No big media hits this time BUT... release receives over 72,000 hits in its first month

17. Quantum Mechanics: Following the Traffic Published on August 4 th August 5 th : 11 hits from internal sources August 6 th : 1,700 hits from Reddit August 7 th : 11,000 hits from Digg (Reddit falls to 700) and a couple blogs August 8 th : 10,000 hits from Stumbleupon (Digg falls to 300) Published on August 4 th August 5 th : 11 hits from internal sources August 6 th : 1,700 hits from Reddit August 7 th : 11,000 hits from Digg (Reddit falls to 700) and a couple blogs August 8 th : 10,000 hits from Stumbleupon (Digg falls to 300)

18. Some New Tools of the Trade Google Analytics Track each news release separately Look at a day, a week, a month Generate “pretty” reports Google Analytics Track each news release separately Look at a day, a week, a month Generate “pretty” reports

19. Some New Sources of Traffic Stumbleupon Toolbar lets you discover and rank Web stuff you may not find yourself Digg User community promotes/demotes Web stuff Reddit Much the same as Digg... Stumbleupon Toolbar lets you discover and rank Web stuff you may not find yourself Digg User community promotes/demotes Web stuff Reddit Much the same as Digg...

20. “What did we learn on the show tonight, Lori?” It’s all about telling stories The media still matter News releases are not just source material News releases online are the story It’s all about telling stories The media still matter News releases are not just source material News releases online are the story