Forget what <br />you <br />you know about<br />THINK<br />Public<br />August 24, 2010 Chicago<br />Relations<br />
It’s a Whole<br />New World<br />Follow The Conversation Twitter Hashtag#IMSummit<br />
Michael Pranikoff<br />Global Director, <br />Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br />w...
“In 1965, 80 percent of adults could be reached with three 60 second TV spots. Today it requires117 prime time Commercials...
Michael Pranikoff<br />Director, Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br />www.delicious....
Influencers<br />Follow The Conversation Twitter Hashtag#IMSummit<br />
Follow The Conversation Twitter Hashtag#IMSummit<br />
Old School<br />Michael Pranikoff<br />Director, Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br ...
Global Social Media Usage<br />Source: Universal McCann Wave 3 & <br />Nielsen Online reporthttp://bit.ly/11il0Y <br />
   Source: InSites Consulting<br />72% of Internet users are part of at least one social network, which translates to 940 ...
Journalist<br />Journalist<br />Journalist<br />Follow The Conversation Twitter Hashtag#IMSummit<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 />
Traditional Public Relations  Model<br />The model has changed....<br />Follow The Conversation Twitter Hashtag#IMSummit<b...
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>Follow The Conversation Twitter Hashtag#IMSummit<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 />Follow The Conversation Twitter Hashtag#IMSummit<br />
News Traffic Landscape<br />Yahoo ranks as the top global news site. Google News is the second largest online news propert...
Building the Foundation<br />SEO<br />Follow The Conversation Twitter Hashtag#IMSummit<br />
Surround Your Content with Links to Relevant Content<br />
Make Your Content Easy to Use<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...
Identifying the <br />Audience<br />Where are they gathering? <br />What are they talking about? <br />
Case<br />Study<br />
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<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...
Virgin America MNR<br />
Virgin America MNR<br />
http://mediacenter.motorola.com/content/detail.aspx?ReleaseID=12060&NewsAreaID=17<br />Virgin America MNR<br />
Using multimedia in your releases increases <br />journalist and public engagement  by 35%.<br />According to internal sam...
SEO & SOCIAL MEDIA<br />ARE BUDDIES<br />Photo credit: http://www.flickr.com/photos/tambako/2387498031/ <br />
Use Social Media to make your content directional<br />
Marketing<br />Public Relations<br />?<br />?<br />Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging M...
Examine <br />   Activity<br />the<br />
Audit first what’s working, what meets objectives, and Align ACTIONS with GOALS<br />
Listen<br />
Follow The Conversation Twitter Hashtag#IMSummit<br />
How Will You Measure Your Success?<br />Photo Credit: http://www.flickr.com/photos/ppdigital/2327029777/<br />
How Do you Manage / Control your Corporate Identity in a Crisis Situation?<br />
Case<br />Study<br />
PR Newswire Social Media Metrics<br />
PR Newswire Social Media Metrics<br />
Social MEdia<br />Follow The Conversation Twitter Hashtag#IMSummit<br />
Pew Research Center’s<br /><ul><li> 57% of internet users share links to news stories
 30% get news through Social Networks
 6% get news via Twitter feeds</li></li></ul><li>Search Goes Social<br />
Location Based Social Media… Follow Me!<br />
Tweets in Chicago between 11PM – 12AM CST<br />August 23, 2010<br />Location Based Social Media… Follow Me!<br />
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Forget What You Think You Know About Public Relations – It’s a Whole New World: Integrated Marketing Summit Chicago 8/24/10

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Forget What You Think You Know About Public Relations – It’s a Whole New World: Integrated Marketing Summit Chicago on August 24, 2010. Presentation given by PR Newswire Global Director of Emerging Media – Michael Pranikoff – www.prnewswire.com

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  • The 1960s were noteworthy for cementing TV as THE communications medium and introducing a new technology that one could argue is already a relic in today’s world
  • However, the communications evolution turned revolution in the 90s with an explosion of new media forms. Internet became accessible to all – and with access, lowered the bar to communicate messages. It allowed almost anyone to become a media outlet, sometime regardless of qualifications or integity. Today, it seems that new media forms are introduced daily. You need a scorecard to keep up. For communicators, this rapid change can be overwhelming, but also a tremendous opportunity as vast audiences can be reached with great intimacy….but there are no rules and the roadmap changes constantly with faster innovation.
  • Reporters are no longer the sole “gatekeeper” of information. Organizations now have an opportunity to communicate beyond the media and directly with consumers and investors, worldwide. While traditional media still holds sway, big dividends are yielded when savvy communicators embrace the new generation of citizen journalists, bloggers and participants in social networks.
  • 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.
  • 200 million active users worldwide30% of users are from the US2nd most visited web site in the world850 million photos, 7 million videos, and 28 million pieces of content are uploaded each monthMore than 95% of Facebook members have used at least one application built on Facebook PlatformMore than 4 million users become fans of Pages each day
  • Forget What You Think You Know About Public Relations – It’s a Whole New World: Integrated Marketing Summit Chicago 8/24/10

    1. 1. Forget what <br />you <br />you know about<br />THINK<br />Public<br />August 24, 2010 Chicago<br />Relations<br />
    2. 2. It’s a Whole<br />New World<br />Follow The Conversation Twitter Hashtag#IMSummit<br />
    3. 3. 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 />
    4. 4. “In 1965, 80 percent of adults could be reached with three 60 second TV spots. Today it requires117 prime time Commercials to produce the same result” (Jim Stengel, CMO, P&G)<br />
    5. 5. Michael Pranikoff<br />Director, Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br />www.delicious.com/michaelpranikoff<br />Twitter / @mpranikoff<br />Twitter Event Hashtag: #prncl<br />
    6. 6. Influencers<br />Follow The Conversation Twitter Hashtag#IMSummit<br />
    7. 7.
    8. 8. Follow The Conversation Twitter Hashtag#IMSummit<br />
    9. 9. 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 />
    10. 10. Global Social Media Usage<br />Source: Universal McCann Wave 3 & <br />Nielsen Online reporthttp://bit.ly/11il0Y <br />
    11. 11. Source: InSites Consulting<br />72% of Internet users are part of at least one social network, which translates to 940 million users worldwide.<br />
    12. 12.
    13. 13.
    14. 14. Journalist<br />Journalist<br />Journalist<br />Follow The Conversation Twitter Hashtag#IMSummit<br />
    15. 15.
    16. 16. PUSH<br />Photo credit: http://www.flickr.com/photos/ytruly/2463366156/<br />
    17. 17. PULL<br />Photo credit: http://www.flickr.com/photos/jonathangayman/1028689242/<br />
    18. 18. Traditional Public Relations Model<br />The model has changed....<br />Follow The Conversation Twitter Hashtag#IMSummit<br />
    19. 19. The Power of PUSH&PULL<br />Photo credit: http://www.flickr.com/photos/alvarezandz/3296307865/<br />
    20. 20. Principles to Communicating Your Message Today<br /><ul><li>Make your contentAccessible
    21. 21. Make your contentEasy To View
    22. 22. Make your contentEasy To Use</li></ul>Follow The Conversation Twitter Hashtag#IMSummit<br />
    23. 23. 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 over PRNewswire<br />The Long Tail of Public Relations<br />Press Release<br />Conversation<br />Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
    24. 24. 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 GlobalDirector of Emerging Media<br />
    25. 25. 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 />
    26. 26. Consistent<br />Communications<br />Matters<br />Follow The Conversation Twitter Hashtag#IMSummit<br />
    27. 27. News Traffic Landscape<br />Yahoo ranks as the top global news site. Google News is the second largest online news property in the world in terms of traffic. <br />Yahoo News<br />Google News<br />New York Times<br />CNN<br />China’s QQ.com<br />BBC<br />MSN<br />
    28. 28.
    29. 29. Building the Foundation<br />SEO<br />Follow The Conversation Twitter Hashtag#IMSummit<br />
    30. 30. Surround Your Content with Links to Relevant Content<br />
    31. 31. Make Your Content Easy to Use<br />
    32. 32. 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
    33. 33. Think Keyword Phrases not Keywords – 42% of searches performed use 3-5 Keywords – Comscore
    34. 34. Use links in releases – Deep Links! Concentrate those links in the first 3 paragraphs of the release. </li></li></ul><li>Visibility<br />Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/<br />
    35. 35. Identifying the <br />Audience<br />Where are they gathering? <br />What are they talking about? <br />
    36. 36. Case<br />Study<br />
    37. 37. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
    38. 38. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
    39. 39. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
    40. 40. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
    41. 41. Engagement<br />The 3 I’s of Engagement<br /><ul><li>Interaction– The actions a person takes while present at those touch points
    42. 42. Intimacy– The affection a person holds for a brand
    43. 43. 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 />
    44. 44. Virgin America MNR<br />
    45. 45. Virgin America MNR<br />
    46. 46. http://mediacenter.motorola.com/content/detail.aspx?ReleaseID=12060&NewsAreaID=17<br />Virgin America MNR<br />
    47. 47. 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 />Follow The Conversation Twitter Hashtag#IMSummit<br />
    48. 48. SEO & SOCIAL MEDIA<br />ARE BUDDIES<br />Photo credit: http://www.flickr.com/photos/tambako/2387498031/ <br />
    49. 49. Use Social Media to make your content directional<br />
    50. 50. Marketing<br />Public Relations<br />?<br />?<br />Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
    51. 51. Examine <br /> Activity<br />the<br />
    52. 52. Audit first what’s working, what meets objectives, and Align ACTIONS with GOALS<br />
    53. 53. Listen<br />
    54. 54. Follow The Conversation Twitter Hashtag#IMSummit<br />
    55. 55. How Will You Measure Your Success?<br />Photo Credit: http://www.flickr.com/photos/ppdigital/2327029777/<br />
    56. 56. How Do you Manage / Control your Corporate Identity in a Crisis Situation?<br />
    57. 57. Case<br />Study<br />
    58. 58.
    59. 59. PR Newswire Social Media Metrics<br />
    60. 60. PR Newswire Social Media Metrics<br />
    61. 61.
    62. 62.
    63. 63.
    64. 64.
    65. 65.
    66. 66. Social MEdia<br />Follow The Conversation Twitter Hashtag#IMSummit<br />
    67. 67. Pew Research Center’s<br /><ul><li> 57% of internet users share links to news stories
    68. 68. 30% get news through Social Networks
    69. 69. 6% get news via Twitter feeds</li></li></ul><li>Search Goes Social<br />
    70. 70. Location Based Social Media… Follow Me!<br />
    71. 71. Tweets in Chicago between 11PM – 12AM CST<br />August 23, 2010<br />Location Based Social Media… Follow Me!<br />
    72. 72. Location Based Social Media… Follow Me!<br />
    73. 73. Location Based Social Media… Follow Me!<br />
    74. 74. Location...Take Your News<br /> WITH You! <br />
    75. 75. Pursue social media as part of a comprehensive communications strategy<br />“It’s not about using new media; it’s about using media in new ways” Dr. Craig Lefebvre<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 />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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