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A Whole New World of Public Relations - London March 2010

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Presentation given at PR Newswire Eur

Presentation given at PR Newswire Eur


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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

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

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