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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 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 ...

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 Forget What You Think You Know About Public Relations – It’s a Whole New World: Integrated Marketing Summit Chicago 8/24/10 Presentation Transcript

  • Forget what
    you
    you know about
    THINK
    Public
    August 24, 2010 Chicago
    Relations
  • It’s a Whole
    New World
    Follow The Conversation Twitter Hashtag#IMSummit
  • Michael Pranikoff
    Global Director,
    Emerging Media
    PR Newswire
    michael.pranikoff@prnewswire.com
    www.delicious.com/michaelpranikoff
    Twitter / @mpranikoff
  • “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)
  • Michael Pranikoff
    Director, Emerging Media
    PR Newswire
    michael.pranikoff@prnewswire.com
    www.delicious.com/michaelpranikoff
    Twitter / @mpranikoff
    Twitter Event Hashtag: #prncl
  • Influencers
    Follow The Conversation Twitter Hashtag#IMSummit
  • Follow The Conversation Twitter Hashtag#IMSummit
  • 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
  • Global Social Media Usage
    Source: Universal McCann Wave 3 &
    Nielsen Online reporthttp://bit.ly/11il0Y
  • Source: InSites Consulting
    72% of Internet users are part of at least one social network, which translates to 940 million users worldwide.
  • Journalist
    Journalist
    Journalist
    Follow The Conversation Twitter Hashtag#IMSummit
  • PUSH
    Photo credit: http://www.flickr.com/photos/ytruly/2463366156/
  • PULL
    Photo credit: http://www.flickr.com/photos/jonathangayman/1028689242/
  • Traditional Public Relations Model
    The model has changed....
    Follow The Conversation Twitter Hashtag#IMSummit
  • The Power of PUSH&PULL
    Photo credit: http://www.flickr.com/photos/alvarezandz/3296307865/
  • Principles to Communicating Your Message Today
    • Make your contentAccessible
    • Make your contentEasy To View
    • Make your contentEasy To Use
    Follow The Conversation Twitter Hashtag#IMSummit
  • Mainstream Media Pickup
    Blogs / Twitter / Online Pubs
    Immediate Online Pickup
    Weekly Trade Pubs
    Monthly Trades
    Quarterly Pubs / Journals
    Search Share Blog
    Release Goes Out over PRNewswire
    The Long Tail of Public Relations
    Press Release
    Conversation
    Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • Head
    Traditional Media
    Reaching Billions
    Reach
    MILLIONS
    Online Media
    SEARCH
    Tail
    Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • 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
  • Consistent
    Communications
    Matters
    Follow The Conversation Twitter Hashtag#IMSummit
  • News Traffic Landscape
    Yahoo ranks as the top global news site. Google News is the second largest online news property in the world in terms of traffic.
    Yahoo News
    Google News
    New York Times
    CNN
    China’s QQ.com
    BBC
    MSN
  • Building the Foundation
    SEO
    Follow The Conversation Twitter Hashtag#IMSummit
  • Surround Your Content with Links to Relevant Content
  • Make Your Content Easy to Use
  • 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
    • 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.
  • Visibility
    Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/
  • Identifying the
    Audience
    Where are they gathering?
    What are they talking about?
  • Case
    Study
  • Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • Engagement
    The 3 I’s of Engagement
    • Interaction– The actions a person takes while present at those touch points
    • Intimacy– The affection a person holds for a brand
    • Influence– The likelihood a person is to advocate on behalf of the brand
    Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/
  • Virgin America MNR
  • Virgin America MNR
  • http://mediacenter.motorola.com/content/detail.aspx?ReleaseID=12060&NewsAreaID=17
    Virgin America MNR
  • 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.
    Follow The Conversation Twitter Hashtag#IMSummit
  • SEO & SOCIAL MEDIA
    ARE BUDDIES
    Photo credit: http://www.flickr.com/photos/tambako/2387498031/
  • Use Social Media to make your content directional
  • Marketing
    Public Relations
    ?
    ?
    Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • Examine
    Activity
    the
  • Audit first what’s working, what meets objectives, and Align ACTIONS with GOALS
  • Listen
  • Follow The Conversation Twitter Hashtag#IMSummit
  • How Will You Measure Your Success?
    Photo Credit: http://www.flickr.com/photos/ppdigital/2327029777/
  • How Do you Manage / Control your Corporate Identity in a Crisis Situation?
  • Case
    Study
  • PR Newswire Social Media Metrics
  • PR Newswire Social Media Metrics
  • Social MEdia
    Follow The Conversation Twitter Hashtag#IMSummit
  • Pew Research Center’s
    • 57% of internet users share links to news stories
    • 30% get news through Social Networks
    • 6% get news via Twitter feeds
  • Search Goes Social
  • Location Based Social Media… Follow Me!
  • Tweets in Chicago between 11PM – 12AM CST
    August 23, 2010
    Location Based Social Media… Follow Me!
  • Location Based Social Media… Follow Me!
  • Location Based Social Media… Follow Me!
  • Location...Take Your News
    WITH You!
  • Pursue social media as part of a comprehensive communications strategy
    “It’s not about using new media; it’s about using media in new ways” Dr. Craig Lefebvre
  • Listen
    Analyze
    Strategize
    Engage
    Repeat
    Source: http://thecoolgadgets.com/wp-content/uploads/2009/09/8-phaser-laser-gun.jpg
  • Michael Pranikoff
    Global Director,
    Emerging Media
    PR Newswire
    michael.pranikoff@prnewswire.com
    www.delicious.com/michaelpranikoff
    Twitter / @mpranikoff