THINK<br />Forget what you<br />you know about<br />Public<br />Relations<br />
It’s a Whole<br />New World<br />
Michael Pranikoff<br />Director, Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br />www.delicious....
“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 />
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
86,800<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
Influencers<br />http://www.businessinsider.com/chart-of-the-day-radio-has-more-reach-than-the-internet-2009-11<br />Creat...
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<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 ...
Marketing<br />Public Relations<br />?<br />?<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<b...
Mainstream Media Pickup<br />Blogs / Twitter / Online Pubs<br />Immediate Online Pickup<br />Weekly Trade Pubs<br />Monthl...
Head<br />Traditional Media<br />Reach<br />Online  Media<br />SEARCH<br />Tail <br />Created by: Michael Pranikoff, PR Ne...
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...
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 />
The Newswire Today – 2009 & Beyond!<br />PR Newswire editors process copy in PR Newswire’s state-of-the art editorial syst...
PULL<br />Photo credit: http://www.flickr.com/photos/jonathangayman/1028689242/<br />
The Power of PUSH&PULL<br />Photo credit: http://www.flickr.com/photos/alvarezandz/3296307865/<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 />
Consistent<br />Communications<br />Matters<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...
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...
http://www.delancey.co.uk/Folio/unused-concepts.php<br />
Listen<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 />
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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Forget What You THINK You Know about Public Realtions....It's a Whole New World - IMS Saint Louis - December 2009

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Presentation by Michael Pranikoff - PR Newswire Director of Emerging Media at the Integrated Marketing Summit in St. Louis in December 2009 - http://www.integratedmarketingsummit.com/events.html

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  • PR Newswire offers numerous different distributions throughout the Americas, Canada, Europe, Asia, The Middle East & Africa. You can choose to send your news to media across entire countries or specifically target media in one location in the U.S. or those with a specific specialty or interest. PR Newswire distributes through a number of different channels – satellite, internet, email & RSS to reach news organizations, reporters and bloggers, websites, financial networks, search engines and mobile devices. Generating media coverage, blog coverage, product sales, brand building, and stock purchases.
  • According to internal sample research comparing press releases that contain multimedia with those that do not
  • Transcript of "Forget What You THINK You Know about Public Realtions....It's a Whole New World - IMS Saint Louis - December 2009"

    1. 1. THINK<br />Forget what you<br />you know about<br />Public<br />Relations<br />
    2. 2. It’s a Whole<br />New World<br />
    3. 3. Michael Pranikoff<br />Director, Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br />www.delicious.com/michaelpranikoff<br />Twitter / @mpranikoff<br />
    4. 4. “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 />
    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. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    8. 8. “<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 />
    9. 9. Feel Like<br />You Are Trying to Convince<br />These Guys? <br />
    10. 10. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    11. 11. 86,800<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    12. 12. Influencers<br />http://www.businessinsider.com/chart-of-the-day-radio-has-more-reach-than-the-internet-2009-11<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    13. 13. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    14. 14. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    15. 15. Photo credit: http://www.flickr.com/photos/unaerica/3271668934/<br />
    16. 16. <ul><li> 90% of women had never seen the ad
    17. 17. 45% said they liked it
    18. 18. 41% had no feelings about it
    19. 19. 15% didn’t like it
    20. 20. 8% said it negatively affected their feelings of the brand
    21. 21. 32% who said it made them like the brand more</li></ul>Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    22. 22. Customer RelationsISPublic Relations<br />Photo credit: http://www.flickr.com/photos/alexharries/1297298843/<br />
    23. 23. “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&apos;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&apos;ll be tempted to talk. <br />It&apos;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 />
    24. 24. 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 />
    25. 25. Marketing<br />Public Relations<br />?<br />?<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    26. 26. 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 />
    27. 27. Head<br />Traditional Media<br />Reach<br />Online Media<br />SEARCH<br />Tail <br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    28. 28. 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 />
    29. 29. 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 />The Current Average – 1 Release every 2 months<br />Time From Origination<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    30. 30. The Traditional NewsWire<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    31. 31. PUSH<br />Photo credit: http://www.flickr.com/photos/ytruly/2463366156/<br />
    32. 32. The Newswire Today – 2009 & 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 />
    33. 33. PULL<br />Photo credit: http://www.flickr.com/photos/jonathangayman/1028689242/<br />
    34. 34. The Power of PUSH&PULL<br />Photo credit: http://www.flickr.com/photos/alvarezandz/3296307865/<br />
    35. 35. Principles to Communicating Your Message Today<br /><ul><li>Make your contentAccessible
    36. 36. Make your contentEasy To View
    37. 37. Make your contentEasy To Use</li></ul>Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    38. 38. Consistent<br />Communications<br />Matters<br />
    39. 39. Social Media is NOTa <br />Campaign. <br />It’s a strategyto build <br />Relationships<br />
    40. 40.
    41. 41. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    42. 42. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    43. 43. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    44. 44.
    45. 45.
    46. 46.
    47. 47. http://multivu.prnewswire.com/player/40617-charmin-enjoy-the-go/<br />
    48. 48. http://mediacenter.motorola.com/content/detail.aspx?ReleaseID=12060&NewsAreaID=17<br />http://multivu.prnewswire.com/player/40617-charmin-enjoy-the-go/<br />
    49. 49. 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 />
    50. 50.
    51. 51. Digital Asset Optimization<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    52. 52. Digital Asset Optimization<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    53. 53. Visibility<br />Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/<br />
    54. 54. Engagement<br />The 3 I’s of Engagement<br /><ul><li>Interaction – The actions a person takes while present at those touch points
    55. 55. Intimacy– The affection a person holds for a brand
    56. 56. 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 />
    57. 57.
    58. 58. http://www.delancey.co.uk/Folio/unused-concepts.php<br />
    59. 59. Listen<br />
    60. 60.
    61. 61. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    62. 62. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    63. 63. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    64. 64. Metrics & Measurement / Analysis<br />PR Newswire Social Media Metrics<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    65. 65. WeALLneed<br />toBecome<br />‘ers<br />Data<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    66. 66.
    67. 67.
    68. 68.
    69. 69.
    70. 70. PR Newswire Social Media Metrics<br />
    71. 71.
    72. 72. Posted The Video 5 Hours after first Blog Post <br />
    73. 73. Later Posted 9 Different Camera Angles<br />
    74. 74.
    75. 75. http://johnbell.typepad.com/weblog/images/2008/08/17/pr_brain2.jpg<br />
    76. 76. 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 />
    77. 77. Michael Pranikoff<br />Director, Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br />www.delicious.com/michaelpranikoff<br />Twitter / @mpranikoff<br />

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