Digitaalinen Ilmaveivi - PR ja viestintä muuttuvassa ympäristössä, Markku Törhönen

The SOCIAL JOURNALIST
Presentation at Nordic Media Days 2011 by @charlotteulvros, @jonobean, @cjacobsson
MODERNI DIGITAALINEN PR JA VIESTINTÄ UUDESSA MEDIAYMPÄRISTÖSSÄ

The Brain of a Communicator around 2009

UUSI
MEDIAYMPÄRISTÖ

http://www.youtube.com/watch?v=Jc8TQppzORE&feature=youtu.be&hd=1

The OLD WORLD – THE COMMUNICATOR AS the Teacher

THE NEW WORLD – all in the playground - Who’s in Your Gang

The conceptof Social news

Don’t be alarmedBUT THE MEDIA LANDSCAPE IS CHANGING

Sisällön merkitys uudessa mediaympäristössä

What does content do
It drives decision making

Where is THE OPPORTUNITY
Where Content is working

So what is digital and online pr?

Owned , Paid and Earned

Spend Levels - Creation & Distribution

How are companies using Content marketing

The Platforms & The Challenges

What is my Contentstrategy?
Someusefulquestions to start with:
How is my contentbeinggenerated?
Who is generating my content?
Am I using multiple formats?
Am I making my contentaccessible?
Am I making my content easy to view?
Am I making my content easy to use and share?
?

”Kuka haluaa olla mustetulostimen kasetin kaveri?”

MOVING FROM BRAND TO SOCIAL CONTENT

95% of journalists use search when looking for story ideas.

Sisällön merkitys toimittajille, muille sidosryhmille ja loppuasiakkaille?

COMMUNICATION IS AND always has been a two way process
x
Today’s modern communicator needs to let go of news management and control…
…and start thinking and engaging in news and reputation conversation

SO WHAT HAS CHANGED?
Opportunity… Speed… Reach… ContentPlatforms…
What has notchanged?
The fundementals of good public relations
…A good story is still a good story
…Good writing is still goodwriting
…A headline (or 140 character elevator pitch) is
still whatcatchesattention
…Good relationshipbuilding is still whatsecurescoverage

3 Key contentcreation tips
1,2,3
Stop creating, writing and publishing content for your CEO
Start creating, writing and publishing content for your customeraudience
Remember - content is personal 

Digitaalinen Ilmaveivi - PR ja viestintä muuttuvassa ympäristössä, Markku Törhönen

by Dingle on Jun 22, 2011

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Digitaalinen Ilmaveivi - PR ja viestintä muuttuvassa ympäristössä, Markku Törhönen — Presentation Transcript