SILVER SPRING, MD: Discovery Communications used a mix of traditional and social media outreach to launch DiscoveryNews.com, a science and technology Web site that used to be a feature on Discovery Channel's site. DiscoveryNews.com was launched in conjunction with an iPhone app and an exclusive news story about the archeological discovery of Persian King Cambyses II's Army.
"Obviously, news is really big on mobile and we thought it was a good message to launch them together," said Juliet Farrell, director of publicity for Discovery Communications. As for the archeology news story, she said, "that was a great tie to demonstrate the journalistic caliber and credibility of Discovery News, as well as the type of coverage people could expect."
Discovery, working on PR internally, focused its outreach on cable and digital trade publications, consumer news publications, and blogs and outlets that cover DiscoveryNews.com's key topics of science, technology, space, archeology, and earth sciences.
"We also wanted to reach folks who maybe wouldn't necessarily cover it from a news angle, but for whom Discovery News would be a resource or where there would be a potential partnership or syndication opportunity," Farrell added.
Online, DiscoveryNews.com used its own Facebook and Twitter accounts, as well as other Discovery network accounts to announce the new site, Farrell said, "really tapping into the enthusiasm of our fans, communicating directly with them and bringing them into the brand experience."
Going forward, DiscoveryNews.com will promote its experts in science and technology, building up their profiles, as well as promoting other news exclusives the new site will release.
"Obviously, news is really big on mobile and we thought it was a good message to launch them together," said Juliet Farrell, director of publicity for Discovery Communications. As for the archeology news story, she said, "that was a great tie to demonstrate the journalistic caliber and credibility of Discovery News, as well as the type of coverage people could expect."
Discovery, working on PR internally, focused its outreach on cable and digital trade publications, consumer news publications, and blogs and outlets that cover DiscoveryNews.com's key topics of science, technology, space, archeology, and earth sciences.
"We also wanted to reach folks who maybe wouldn't necessarily cover it from a news angle, but for whom Discovery News would be a resource or where there would be a potential partnership or syndication opportunity," Farrell added.
Online, DiscoveryNews.com used its own Facebook and Twitter accounts, as well as other Discovery network accounts to announce the new site, Farrell said, "really tapping into the enthusiasm of our fans, communicating directly with them and bringing them into the brand experience."
Going forward, DiscoveryNews.com will promote its experts in science and technology, building up their profiles, as well as promoting other news exclusives the new site will release.
