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A Whole New World <br />Of <br />Public<br />Relations<br />PR Newswire Emerging Media Seminar London, March 2010<br />
Michael Pranikoff<br />Global Director <br />Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br />ww...
“In a downturn, aggressive PR and Communications strategy is key. “<br />Doug Leone, , General Partner, Sequoia Capital, 1...
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
“<br />Technology is shifting the power away from the editors, the publishers, the establishment, themedia elite. Now it’s...
Feel Like<br />You Are Trying to Convince<br />These Guys? <br />
Influencers<br />
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
Photo credit: http://www.flickr.com/photos/unaerica/3271668934/<br />
<ul><li>  90% of women had never seen the ad
 45% said they liked it
 41% had no feelings about it
 15% didn’t like it
 8% said it negatively affected their feelings of the brand
32% who said it made them like the brand more</li></ul>Created by: Michael Pranikoff, PR Newswire Director of Emerging Med...
Customer RelationsISPublic Relations<br />Photo credit: http://www.flickr.com/photos/alexharries/1297298843/<br />
“The people in charge of talking are in the marketing department. <br />The people in charge of listening are in theresear...
Old School<br />Michael Pranikoff<br />Director, Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br ...
Mainstream Media Pickup<br />Blogs / Twitter / Online Pubs<br />Immediate Online Pickup<br />Weekly Trade Pubs<br />Monthl...
Head<br />Traditional Media<br />Reaching Billions<br />Reach<br />MILLIONS<br />Online  Media<br />SEARCH<br />Tail <br /...
The Long Tail of Public Relations Over Six Months<br />Amount of Coverage<br />What Needs to happen today – Shorter Releas...
Consistent<br />Communications<br />Matters<br />
Principles to Communicating Your Message Today<br /><ul><li>Make your contentAccessible
Make your contentEasy To View
Make your contentEasy To Use</li></ul>Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
The Traditional NewsWire<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
PUSH<br />Photo credit: http://www.flickr.com/photos/ytruly/2463366156/<br />
PULL<br />Photo credit: http://www.flickr.com/photos/jonathangayman/1028689242/<br />
The Newswire Today – 2010 & Beyond!<br />PR Newswire editors process copy in PR Newswire’s state-of-the art editorial syst...
The Power of PUSH&PULL<br />Photo credit: http://www.flickr.com/photos/alvarezandz/3296307865/<br />
Social Media is NOTa <br />Campaign.  <br />It’s a strategyto build <br />Relationships<br />
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
http://multivu.prnewswire.com/player/40617-charmin-enjoy-the-go/<br />
http://mediacenter.motorola.com/content/detail.aspx?ReleaseID=12060&NewsAreaID=17<br />http://multivu.prnewswire.com/playe...
Using multimedia in your releases increases <br />journalist and public engagement by 35%.<br />According to internal samp...
Search Engine Optimizationfor News Releases<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
Tips for SEO & News Releases<br /><ul><li> Create Tweetable Headlines – 120</li></ul>  Characters to allow for the ReTweet...
 Think Keyword Phrases not Keywords – 42% of searches performed use 3-5 Keywords – Comscore
 Use links in releases – Deep Links!  Concentrate those links in the first 3 paragraphs of the release. </li></li></ul><li>
Digital Asset Optimization<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
Digital Asset Optimization<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
Visibility<br />Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/<br />
Engagement<br />The 3 I’s of Engagement<br /><ul><li>Interaction – The actions a person takes while present at those touch...
Intimacy– The affection a person holds for a brand
Influence– The likelihood a person is to advocate on behalf of the brand </li></ul>Photo credit: http://www.flickr.com/pho...
Listen<br />
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
Metrics & Measurement / Analysis<br />PR Newswire Social Media Metrics<br />Created by: Michael Pranikoff, PR Newswire Dir...
WeALLneed<br />toBecome<br />‘ers<br />Data<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
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A Whole New World of Public Relations - London March 2010

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  • When we as communicators distribute news online, we are often looking at raising the visibility of an issue or campaign. Visibility is one of those things that we have measured for a long time in clips and hits.
  • As in the last slide from the Nielsen study on the White House, Engagement is increasingly one of the most important things that we can measure.
  • All of this type of data is available through your web development / IT teams. We need to dive into this data today – more so than ever. The more data we have on how people are interacting with our content, the better we can focus future campaigns.
  • Transcript of "A Whole New World of Public Relations - London March 2010"

    1. 1. A Whole New World <br />Of <br />Public<br />Relations<br />PR Newswire Emerging Media Seminar London, March 2010<br />
    2. 2. Michael Pranikoff<br />Global Director <br />Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br />www.delicious.com/michaelpranikoff<br />Twitter / @mpranikoff<br />
    3. 3. “In a downturn, aggressive PR and Communications strategy is key. “<br />Doug Leone, , General Partner, Sequoia Capital, 10/9/08<br />http://blog.weatherby.net/2008/10/a-ceos-sequoia.html<br />
    4. 4. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    5. 5. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    6. 6. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    7. 7. “<br />Technology is shifting the power away from the editors, the publishers, the establishment, themedia elite. Now it’s the peoplewho are in control.”<br />Rupert Murdoch, Global Media Entrepreneur<br />Rupert Murdoch<br />
    8. 8. Feel Like<br />You Are Trying to Convince<br />These Guys? <br />
    9. 9. Influencers<br />
    10. 10. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    11. 11. Photo credit: http://www.flickr.com/photos/unaerica/3271668934/<br />
    12. 12. <ul><li> 90% of women had never seen the ad
    13. 13. 45% said they liked it
    14. 14. 41% had no feelings about it
    15. 15. 15% didn’t like it
    16. 16. 8% said it negatively affected their feelings of the brand
    17. 17. 32% who said it made them like the brand more</li></ul>Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    18. 18. Customer RelationsISPublic Relations<br />Photo credit: http://www.flickr.com/photos/alexharries/1297298843/<br />
    19. 19. “The people in charge of talking are in the marketing department. <br />The people in charge of listening are in theresearchor service or sales department.<br />They hardly ever talk to each other, let alone have full-duplex conversations with customers.”<br />This won't fly in social technology <br />because the minute you talk, <br />people expect you to listen. <br />And if you start to listen, <br />you'll be tempted to talk. <br />It's a full-duplex channel that<br />befuddles one-way marketers.”<br />Josh Bernoff, Why marketers have trouble with full-duplex social technology, June 30, 2009<br />
    20. 20. Old School<br />Michael Pranikoff<br />Director, Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br />www.delicious.com/michaelpranikoff<br />Twitter / @mpranikoff<br />New School<br />Twitter Event Hashtag: #prncl<br />
    21. 21. Mainstream Media Pickup<br />Blogs / Twitter / Online Pubs<br />Immediate Online Pickup<br />Weekly Trade Pubs<br />Monthly Trades<br />Quarterly Pubs / Journals<br />Search Share Blog <br />Release Goes Out<br />The Long Tail of Public Relations<br />Press Release<br />Conversation<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    22. 22. Head<br />Traditional Media<br />Reaching Billions<br />Reach<br />MILLIONS<br />Online Media<br />SEARCH<br />Tail <br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    23. 23. The Long Tail of Public Relations Over Six Months<br />Amount of Coverage<br />What Needs to happen today – Shorter Releases on a more regular basis<br />Time From Origination<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    24. 24. Consistent<br />Communications<br />Matters<br />
    25. 25. Principles to Communicating Your Message Today<br /><ul><li>Make your contentAccessible
    26. 26. Make your contentEasy To View
    27. 27. Make your contentEasy To Use</li></ul>Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    28. 28. The Traditional NewsWire<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    29. 29. PUSH<br />Photo credit: http://www.flickr.com/photos/ytruly/2463366156/<br />
    30. 30. PULL<br />Photo credit: http://www.flickr.com/photos/jonathangayman/1028689242/<br />
    31. 31. The Newswire Today – 2010 & Beyond!<br />PR Newswire editors process copy in PR Newswire’s state-of-the art editorial system, looking for errors, typos, etc.,and prepare it for distribution<br />Distribution via satellite, internet, e-mail and RSS.<br />Reaching news organizations, individual reporters and bloggers, websites, financial networks, search engines and mobile devices.<br />Reach traditional and non-traditional media, investors, customers and general public around the world, generating media coverage in print and TV, social media buzz, investments and purchases<br />Upload release and multimedia. Select newsline distribution (ie. Global) plus create targeted list from our media database<br />
    32. 32. The Power of PUSH&PULL<br />Photo credit: http://www.flickr.com/photos/alvarezandz/3296307865/<br />
    33. 33. Social Media is NOTa <br />Campaign. <br />It’s a strategyto build <br />Relationships<br />
    34. 34.
    35. 35. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    36. 36. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    37. 37. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    38. 38.
    39. 39.
    40. 40.
    41. 41. http://multivu.prnewswire.com/player/40617-charmin-enjoy-the-go/<br />
    42. 42. http://mediacenter.motorola.com/content/detail.aspx?ReleaseID=12060&NewsAreaID=17<br />http://multivu.prnewswire.com/player/40617-charmin-enjoy-the-go/<br />
    43. 43. Using multimedia in your releases increases <br />journalist and public engagement by 35%.<br />According to internal sample research comparing press releases that contain multimedia with those that do not.<br />
    44. 44. Search Engine Optimizationfor News Releases<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    45. 45.
    46. 46.
    47. 47.
    48. 48.
    49. 49. Tips for SEO & News Releases<br /><ul><li> Create Tweetable Headlines – 120</li></ul> Characters to allow for the ReTweet<br /><ul><li>In reality – Headlines need to be 65 – 80 Characters with spaces. Headline is the Title Tag
    50. 50. Think Keyword Phrases not Keywords – 42% of searches performed use 3-5 Keywords – Comscore
    51. 51. Use links in releases – Deep Links! Concentrate those links in the first 3 paragraphs of the release. </li></li></ul><li>
    52. 52. Digital Asset Optimization<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    53. 53. Digital Asset Optimization<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    54. 54. Visibility<br />Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/<br />
    55. 55. Engagement<br />The 3 I’s of Engagement<br /><ul><li>Interaction – The actions a person takes while present at those touch points
    56. 56. Intimacy– The affection a person holds for a brand
    57. 57. Influence– The likelihood a person is to advocate on behalf of the brand </li></ul>Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/<br />
    58. 58. Listen<br />
    59. 59.
    60. 60. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    61. 61. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    62. 62. Metrics & Measurement / Analysis<br />PR Newswire Social Media Metrics<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    63. 63. WeALLneed<br />toBecome<br />‘ers<br />Data<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    64. 64.
    65. 65.
    66. 66.
    67. 67. Bonus<br />Case<br />Study<br />
    68. 68.
    69. 69. PR Newswire Social Media Metrics<br />
    70. 70.
    71. 71.
    72. 72.
    73. 73. Listen<br />Analyze<br />Strategize<br />Engage<br />Repeat<br />Source: http://thecoolgadgets.com/wp-content/uploads/2009/09/8-phaser-laser-gun.jpg<br />
    74. 74. Don’t be<br />AFRAID<br />To Dive On In! <br />Photo credit: http://www.flickr.com/photos/inocuo/1113074767/ <br />
    75. 75. Michael Pranikoff<br />Global Director <br />Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br />www.delicious.com/michaelpranikoff<br />Twitter / @mpranikoff<br />

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