#MuckedUp: The secret recipe to shares

#MuckedUp: The secret recipe to shares

If we think of a good story as gourmet soup, certain ingredients rise to the top. They’re necessary additions to whet the appetite of our audience. What will tease the tastes of our readers and viewers? What tantalizes them enough to share the recipe with others? What will make it a hot ticket item? In other words ... what will make it ripe for sharing, using ethical means? Substantive journalism is being done all the time, but too often it seems entirely overlooked while substandard reporting reliant on gimmicks runs riot all over the Internet. The ability to harness that “shareable” quality as a vector for solid, meaningful storytelling becomes invaluable in today’s news industry.

More than 75 percent of journalists say they feel increasing pressure now to “get shared.” That was one of the key findings we gleaned from a survey of more than 250 working journalists conducted in collaboration with Edelman, the world’s largest independent public relations firm. Five key ingredients kept coming up in our study, too: images and video, brevity, localization, the use of human voice and a proximity to trending topics. And that’s only scratching the surface of this report.


Hungry to know more? Well, good news: next week’s #MuckedUp guest is Steve Rubel, chief content strategist for Edelman. Rubel is charged with dissecting the future of media, working across the firm’s practices and geographies to help clients in unifying their communications strategies across traditional, emerging, owned and social channels. He has also been named to several prestigious lists, including PR Week’s “40 Under 40” and Forbes.com’s Web Celeb 25, and regularly writes for Advertising Age. We’re eager to catch up with Rubel and discuss more of the insights netted by our report, so don’t miss this chat. Got a question for our guest? Tweet or email it to me by 10 a.m. EST this Monday, and we’ll do our best to incorporate it into Tuesday’s discussion! While you’re at it, help us spread the word by clicking here, then join our chat by following the #MuckedUp hashtag on Twitter next Tuesday, Jan. 20, at 5 p.m. PST/8 p.m. EST.

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