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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 …

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.
  • Transcript

    • 1. THINK
      Forget what you
      you know about
      Public
      Relations
    • 2. It’s a Whole
      New World
    • 3. Michael Pranikoff
      Global Director,
      Emerging Media
      PR Newswire
      michael.pranikoff@prnewswire.com
      www.delicious.com/michaelpranikoff
      Twitter / @mpranikoff
    • 4. “In a downturn, aggressive PR and Communications strategy is key. “
      Doug Leone, , General Partner, Sequoia Capital, 10/9/08
      http://blog.weatherby.net/2008/10/a-ceos-sequoia.html
    • 5. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
    • 6. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
    • 7. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
    • 8.
      Technology is shifting the power away from the editors, the publishers, the establishment, themedia elite. Now it’s the peoplewho are in control.”
      Rupert Murdoch, Global Media Entrepreneur
      Rupert Murdoch
    • 9. Feel Like
      You Are Trying to Convince
      These Guys?
    • 10. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
    • 11. 86,800
      Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
    • 12. Influencers
      http://www.businessinsider.com/chart-of-the-day-radio-has-more-reach-than-the-internet-2009-11
      Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
    • 13. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
    • 14. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
    • 15. Photo credit: http://www.flickr.com/photos/unaerica/3271668934/
    • 16.
      • 90% of women had never seen the ad
      • 17. 45% said they liked it
      • 18. 41% had no feelings about it
      • 19. 15% didn’t like it
      • 20. 8% said it negatively affected their feelings of the brand
      • 21. 32% who said it made them like the brand more
      Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
    • 22. Customer RelationsISPublic Relations
      Photo credit: http://www.flickr.com/photos/alexharries/1297298843/
    • 23. “The people in charge of talking are in the marketing department.
      The people in charge of listening are in theresearchor service or sales department.
      They hardly ever talk to each other, let alone have full-duplex conversations with customers.”
      This won't fly in social technology
      because the minute you talk,
      people expect you to listen.
      And if you start to listen,
      you'll be tempted to talk.
      It's a full-duplex channel that
      befuddles one-way marketers.”
      Josh Bernoff, Why marketers have trouble with full-duplex social technology, June 30, 2009
    • 24. 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
    • 25. Marketing
      Public Relations
      ?
      ?
      Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
    • 26. Mainstream Media Pickup
      Blogs / Twitter / Online Pubs
      Immediate Online Pickup
      Weekly Trade Pubs
      Monthly Trades
      Quarterly Pubs / Journals
      Search Share Blog
      Release Goes Out
      The Long Tail of Public Relations
      Press Release
      Conversation
      Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
    • 27. Head
      Traditional Media
      Reaching Billions
      Reach
      MILLIONS
      Online Media
      SEARCH
      Tail
      Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
    • 28. 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
    • 29. PUSH
      Photo credit: http://www.flickr.com/photos/ytruly/2463366156/
    • 30. PULL
      Photo credit: http://www.flickr.com/photos/jonathangayman/1028689242/
    • 31. The Power of PUSH&PULL
      Photo credit: http://www.flickr.com/photos/alvarezandz/3296307865/
    • 32. Principles to Communicating Your Message Today
      • Make your contentAccessible
      • 33. Make your contentEasy To View
      • 34. Make your contentEasy To Use
      Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
    • 35. Consistent
      Communications
      Matters
    • 36. Social Media is NOTa
      Campaign.
      It’s a strategyto build
      Relationships
    • 37.
    • 38. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
    • 39. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
    • 40. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
    • 41. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
    • 42. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
    • 43. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
    • 44. http://mediacenter.motorola.com/content/detail.aspx?ReleaseID=12060&NewsAreaID=17
      http://multivu.prnewswire.com/player/40617-charmin-enjoy-the-go/
    • 45. 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.
    • 46. Use Social Media to make your content directional
    • 47. Digital Asset Optimization
      Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
    • 48. Digital Asset Optimization
      Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
    • 49. Visibility
      Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/
    • 50. Engagement
      The 3 I’s of Engagement
      • Interaction – The actions a person takes while present at those touch points
      • 51. Intimacy– The affection a person holds for a brand
      • 52. Influence– The likelihood a person is to advocate on behalf of the brand
      Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/
    • 53. Listen
    • 54.
    • 55. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
    • 56. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
    • 57. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
    • 58. Metrics & Measurement / Analysis
      PR Newswire Social Media Metrics
      Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
    • 59. WeALLneed
      toBecome
      ‘ers
      Data
      Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
    • 60.
    • 61.
    • 62.
    • 63. Bonus
      Case
      Study
    • 64.
    • 65. PR Newswire Social Media Metrics
    • 66.
    • 67.
    • 68.
    • 69.
    • 70. Listen
      Analyze
      Strategize
      Engage
      Repeat
      Source: http://thecoolgadgets.com/wp-content/uploads/2009/09/8-phaser-laser-gun.jpg
    • 71. Michael Pranikoff
      Global Director,
      Emerging Media
      PR Newswire
      michael.pranikoff@prnewswire.com
      www.delicious.com/michaelpranikoff
      Twitter / @mpranikoff