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 />Global Director, <br />Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br />w...
“In a downturn, aggressive PR and Communications strategy is key. “<br />Doug Leone, , General Partner, Sequoia Capital, 1...
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 />
“<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 GlobalDirector of Emerging Media<br />
86,800<br />Created by: Michael Pranikoff, PR Newswire GlobalDirector 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 GlobalDirector of Emerging Media<br />
Created by: Michael Pranikoff, PR Newswire GlobalDirector 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 GlobalDirector of Emergi...
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 GlobalDirector of Emerging M...
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...
PUSH<br />Photo credit: http://www.flickr.com/photos/ytruly/2463366156/<br />
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 GlobalDirector 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 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 />
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<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...
 Use Social Media to make your content directional<br />
Digital Asset Optimization<br />Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
Digital Asset Optimization<br />Created by: Michael Pranikoff, PR Newswire GlobalDirector 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...
Listen<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 />
Metrics & Measurement / Analysis<br />PR Newswire Social Media Metrics<br />Created by: Michael Pranikoff, PR Newswire Glo...
WeALLneed<br />toBecome<br />‘ers<br />Data<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
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Integrated Marketing Summit Atlanta - March 30, 2010

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Forget What You Think You Know About Public Relations: It's A Whole New World - Presentation by Michael Pranikoff - Global Director of Emerging Media at PR Newswire ( http://www.prnewswire.com ) at the Integrated Marketing Summit in Atlanta on March 30, 2010

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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.
  • Integrated Marketing Summit Atlanta - March 30, 2010

    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 />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 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 GlobalDirector of Emerging Media<br />
    6. 6. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
    7. 7. Created by: Michael Pranikoff, PR Newswire GlobalDirector 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 GlobalDirector of Emerging Media<br />
    11. 11. 86,800<br />Created by: Michael Pranikoff, PR Newswire GlobalDirector 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 GlobalDirector of Emerging Media<br />
    13. 13. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
    14. 14. Created by: Michael Pranikoff, PR Newswire GlobalDirector 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 GlobalDirector 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'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'll be tempted to talk. <br />It'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 GlobalDirector 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 GlobalDirector of Emerging Media<br />
    27. 27. 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 />
    28. 28. 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 />
    29. 29. PUSH<br />Photo credit: http://www.flickr.com/photos/ytruly/2463366156/<br />
    30. 30. PULL<br />Photo credit: http://www.flickr.com/photos/jonathangayman/1028689242/<br />
    31. 31. The Power of PUSH&PULL<br />Photo credit: http://www.flickr.com/photos/alvarezandz/3296307865/<br />
    32. 32. Principles to Communicating Your Message Today<br /><ul><li>Make your contentAccessible
    33. 33. Make your contentEasy To View
    34. 34. Make your contentEasy To Use</li></ul>Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
    35. 35. Consistent<br />Communications<br />Matters<br />
    36. 36. Social Media is NOTa <br />Campaign. <br />It’s a strategyto build <br />Relationships<br />
    37. 37.
    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. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
    42. 42. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
    43. 43. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
    44. 44. http://mediacenter.motorola.com/content/detail.aspx?ReleaseID=12060&NewsAreaID=17<br />http://multivu.prnewswire.com/player/40617-charmin-enjoy-the-go/<br />
    45. 45. 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 />
    46. 46. Use Social Media to make your content directional<br />
    47. 47. Digital Asset Optimization<br />Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
    48. 48. Digital Asset Optimization<br />Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
    49. 49. Visibility<br />Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/<br />
    50. 50. Engagement<br />The 3 I’s of Engagement<br /><ul><li>Interaction – The actions a person takes while present at those touch points
    51. 51. Intimacy– The affection a person holds for a brand
    52. 52. 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 />
    53. 53. Listen<br />
    54. 54.
    55. 55. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
    56. 56. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
    57. 57. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
    58. 58. Metrics & Measurement / Analysis<br />PR Newswire Social Media Metrics<br />Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
    59. 59. WeALLneed<br />toBecome<br />‘ers<br />Data<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    60. 60.
    61. 61.
    62. 62.
    63. 63. Bonus<br />Case<br />Study<br />
    64. 64.
    65. 65. PR Newswire Social Media Metrics<br />
    66. 66.
    67. 67.
    68. 68.
    69. 69.
    70. 70. 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 />
    71. 71. 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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