Monday 23 April 2018

Steve Rubel shares insights on the future of media

Edelman’s Executive Vice President for Global Strategy and Insights, Steve Rubel, has been touring Australia this week, presenting on everything from the future of journalism to tips and tricks on amplifying strategic communications and the hottest trends in social media.

Steve Rubel presenting to a full house at Social Media Club Melbourne

For those of you who may have missed him, we thought we’d share some of the highlights to keep you in the loop…


Curate to dominate: Anybody can be a curator – it’s about finding content and surfacing it. Look for multipliers that are often cited by curators, contribute to websites that have wide reach and reverberate content and explore content partnerships.

“The people who can separate the art from the junk will be highly valuable.”

Data mine and time: Use data to inform your timing. Automate where appropriate and consider unusual timing to leverage topical issues or trends.

“Offer up the best of the best at the right time to increase viewability and sharability.”

Keep stories alive: Think about the algorithms behind tools like Facebook that can drive traffic back to your website, make every live event you do social and look for paid opportunities to amplify your story in search engines and aggregators.

“Think about the math behind everything you do.”

Roll in the deep: Use search insights to discover unmet needs and mix up the length of your content for different audiences. Increasingly there are two planes of media; spreadable media, which is short-form and generally finds us in our news feeds, and drillable media, which is long-form and which we actively seek out. This long-form content enables analysis, depth and context.

“Transmedia storytelling is the way forward.”

Covet thy superstars: Build relationships with journalists that have big wing spans and can help draw people in. Also consider cultivating your own superstars and give them room to innovate.

“Adapt to be heard.”

For more insights on the future of media check out The Clip Report at

Steve Rubel presenting at Edelman Melbourne on the future of media


  • How to succeed: be well read
  • It’s all about visuals – whether it be infographics, timelines or pins
  • Twitter, Facebook, Google, Apple, Amazon control distribution of content
  • The public don’t see media and social media as two different things, they are the same
  • How the media went social is the great untold story, from which a lot can be learnt

For more check out the Twitter stream at #SMCMelb.