Demand Attention Now! Create Your Visual Moment of Truth

@mpranikoff #VisualComm
CreateYour
Brand'sVisual
MomentofTruth

Michael Pranikoff
Global Director,
Emerging Media
PR Newswire
http://about.me/michaelpranikoff
michael.pranikoff@prnewswire.com
Twitter / @mpranikoff

Zero Moment of Truth
Let’s Start With…..

Corporate Communications
Mobile/Apps
Ratings & Reviews
Discussion Forums
Organic Search
Social Engagement
In-Product
Website
ROI ToolsCustomer Service
Online Ads
DISCOVER
EXPLORE
ENGAGE BUY
Events
Packaging

Corporate Communications
Mobile/Apps
Ratings & Reviews
Discussion Forums
Organic Search
Social Engagement
In-Product
Website
ROI ToolsCustomer Service
Online Ads
DISCOVER
EXPLORE
ENGAGE BUY
Events
Packaging
Source: CEB B2B Marketing Study, 2012

Source: http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page

! 1st 2nd
Advertisement
(Initial Awareness)
Shelf
(Point of Purchase)
Experience
(Customer Satisfaction)
0
AWARENESS CONSIDERATION INTENT DECISION
DISPLAY CLICK SOCIAL EMAIL
PAID SEARCH
ORGANIC
SEARCH
DIRECTREFERRAL
OTHER PAID
Assisting interaction Last interaction

Creating Your Brand’s Visual Moment of Truth
.
• Visually
arresting
• Relevant to your
audience
• Content
management
• Flow of fresh
content
• Discoverable to
your audiences
• Influential
sources

@mpranikoff #VisualComm@mpranikoff #VisualComm

Source: UberFlip

Headline
Article
…8 will only read the
headline…
…and only 2
will make it to the
article.

@mpranikoff
One in five people
1 in 5 people

Number/Trigger
Keyword
Adjective
Promise
Headline
_______________
+
+
+

HOW TO WRITE HEADLINES THAT ARE
BETTER THAN BACON-COVERED BACON
Trigger
Adjective
Keyword
Promise

• Make your news easy to read and
digest. Think “info-snacks”
• Use bold to separate ideas – But
Don’t Overdo It!
• Bullet points are great to use. –
Make this your Tweet.
•Think about having a “Quotes”
section instead of burying the
quote.
•Easy To Read means Easier to Use!

Use Less Words

Source:
http://neomam.com/interactive/13reasons/

Source: PR Newswire Web Analytics, June 2012
More multimedia = more views
Releases including multiple
multimedia resulted in up to
NEARLY 10 TIMES more than
that of text-only releases

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.

Still, multimedia
is added to only
14% of
releases.

20102013

Image source: TED.com

http://vimeo.com/85880042

KEEP
CALM
&
PUT Your Content
ToWork

Point of Syndication

Point of Syndication
Editorial Pickup

http://youtu.be/cBC-pRFt9OM
Launched on April 3, 2014
3,704,585 Views
(as of April 24, 2014)

2x
Source: Inc. Magazine, 2013

12x
Source: Inc. Magazine, 2013

68%of millennials likely to
purchase based on their
friends social media
recommendations.
Source: Harris Interactive Poll, January 2014

of what they
SEE & DO
80%of what they READ
30%
Source: Lester, P. M. (2006). Syntactic Theory of Visual Communication.

Source: 2013 PR Newswire & PR News Multimedia Survey
http://blog.prnewswire.com/2013/08/27/79-of-pr-pros-believe-video-is-underutilized-infographic/

Source: GlobalWebIndex March 2014

Source: Visible Measures

Company News
Tweets
Facebook posts
Demos
Surveys
Case studies
White papers
Collateral
Infographics
Ads
Forums
Testimonials
Newsletters
& emails
Apps & Games
85%of brand marketers
are publishing
content.
Source: Forrester, October 2013

Company News
Tweets
Facebook posts
Demos
Surveys
Case studies
White papers
Collateral
Infographics
Ads
Forums
Testimonials
Newsletters
& emails
Apps & Games
36%are doing it
effectively.
But only
Source: Forrester, October 2013

Collateral
PR Social
Brand/
Product
Mktg
Digital Mobile
CRM
Lead
Nurture
Lead
Gen.
Company
News
Tweets
Facebook
posts
Blog
posts
Demos
Surveys
Case
studies
Infographics
Ads Forum
discussions
Testimonials
White papersApps/Games
Newsletters
& emails

YOUR
AUDIENCE

YOUR
AUDIENCE
Dear Mark,
We’d like to invite you to
a webinar on multimedia.
Does your story belong on TV?

Partnering with PR News, we designed
a survey about multimedia content
Results published in an
article on PR News and a
series of posts on our blog.
Our Own Story

Results displayed as an infographic,
which was also published on both our
blog and on PR News.
Our Own Story

Our Own Story
And smaller graphic elements to promote our the
infographic blog post across our social channels.

Our Own Story
Walked through results in a live
Webinar, which we promoted in
our eNewsletter and via release.

Our Own Story
Converted infographic
into a presentation
published to SlideShare

Our Own Story
From the webinar, we
generated a recorded
version as well as a deck
to share on SlideShare.

Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/

Posting Content to Owned Media
Reaches Your Known Audience
YOUR
EMAIL LISTS,
WEBSITE,
& SOCIAL
MEDIA
PRESENCE
Syndication Increases Awareness
& Grows Your Known Audience
Content

Distribution
Media
pick up
Major
media
Online
discoverability
benefits
“Art of Dairy”
May 3, 2013
Picked up
multiple times
RANK 13
Google search
of store name
WIRE
“World Vegetarian Day”
October 1, 2013
Not Picked up
RANK 35
(below the fold)
Google search
of store name
NO WIRE
Distribution vs. Owned Experiment
Large Grocery
Retail Chain
Source: 2013 survey by leading professional services firm.

Earned Media vs. Branded Content
Source: 2014 In-lab study by Nielsen, commissioned by inPowered

Image sources:
• http://ebooks.adelaide.edu.au/f/fitzgerald/f_
scott/gatsby/chapter1.html
• AP

Image source: NASA

YOUR WEBSITE
Image source: http://sciencelakes.com

Image source: www.jezblog.com

PR Newswire is the global leader
in innovative communications
and marketing services,
enabling organizations to
connect and engage with their
target audiences worldwide

@mpranikoff
PRNewswire.com
Blogs
PRN Widget
National
News Sites
Local News
Affiliate
Sites
Portals &
Databases
Trade News
Sites
Your
Website
MediaRoom
Video
Portals
Multimedia
Release
Mobile App
Partnerships
Mobilized
Websites
PRN
Mobile
Site & App
High
Ranking
Search
Results
PR Newswire
for Journalists
Media Outlet
News Feeds
“The Wire”
Twitter
SocialPost
Email
Microlists /
Media Lists

IDENTIFY & TARGET
PROMOTE &
SYNDICATE
CREATE, CURATE &
OPTIMIZE CONTENT
LISTEN, ANALYZE
MEASURES &
STRATEGIZE
ENGAGE & INTERACT
The PR Newswire
Vision of Modern
Storytelling
LINKS FROM SOCIAL
boost search rankings, so get your
message shared [1] [2]

We have the
distribution &
syndication
network to
AMPLIFY your
content.
Our products &
services help you
continually
ENGAGE your
target audiences.
We have the
resources to make
your content more
VISIBLE.

PR Newswire’s blog, Beyond PR http://blog.prnewswire.com/
Google Think Insights
http://www.thinkwithgoogle.com/
CEB B2B Marketing study
http://www.executiveboard.com/marketing-blog/the-most-important-number-in-b2b-marketing/
Inc Magazine, Build Social Media Following with Visuals
http://www.inc.com/magazine/201311/ryan-underwood/build-social-media-following-with-visuals.html
eMarketer, Harris Interactive Poll
http://www.emarketer.com/Article/Millennials-Social-Media-Posts-Influence-Peers-Buy-New-
Products/1010576
Neoman, Thirteen Reasons Why Your Brain Craves Infographics
http://neomam.com/interactive/13reasons/
Lester, P. M. (2006). Syntactic Theory of Visual Communication.
http://commfaculty.fullerton.edu/lester/writings/viscomtheory.html
Additional Resources

Forbes, B2B Demand Generation Benchmark Survey for 2012
http://www.forbes.com/sites/seanrosensteel/2013/01/28/why-online-video-is-vital-for-your-2013-content-
marketing-objectives/
2013 PR Newswire & PR News Multimedia Survey
http://blog.prnewswire.com/2013/08/27/79-of-pr-pros-believe-video-is-underutilized-infographic/
Forrester, 85% of Marketers Publish Branded Content but only 36% Do It Effectively
http://www.forrester.com/Forrester+85+Of+Marketers+Publish+Branded+Content+But+Only+36+Do+It+Effec
tively/-/E-PRE6125
GFK Facebook Study
http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/
In-lab study by Nielsen, commissioned by inPowered, March 2014
http://www.inpwrd.com/nielsen
MOZ, An Introduction to PR Strategy for SEOs
http://moz.com/blog/an-introduction-to-pr-strategy-for-seos
Beyond Bylines (PR Newswire Media Blog), PRN Pulse survey info
http://prnewswiremedia.wordpress.com/2014/02/20/journalists-and-bloggers-using-more-visual-
storytelling/

Demand Attention Now! Create Your Visual Moment of Truth

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