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Integrated Marketing Summit Atlanta - March 30, 2010
 

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.

Integrated Marketing Summit Atlanta - March 30, 2010 Integrated Marketing Summit Atlanta - March 30, 2010 Presentation Transcript

  • THINK
    Forget what you
    you know about
    Public
    Relations
  • It’s a Whole
    New World
  • Michael Pranikoff
    Global Director,
    Emerging Media
    PR Newswire
    michael.pranikoff@prnewswire.com
    www.delicious.com/michaelpranikoff
    Twitter / @mpranikoff
  • “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
  • 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

  • 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
  • Feel Like
    You Are Trying to Convince
    These Guys?
  • Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • 86,800
    Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • 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
  • Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • Photo credit: http://www.flickr.com/photos/unaerica/3271668934/
    • 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
    Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • Customer RelationsISPublic Relations
    Photo credit: http://www.flickr.com/photos/alexharries/1297298843/
  • “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
  • 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
  • Marketing
    Public Relations
    ?
    ?
    Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • 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
  • 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
  • PUSH
    Photo credit: http://www.flickr.com/photos/ytruly/2463366156/
  • PULL
    Photo credit: http://www.flickr.com/photos/jonathangayman/1028689242/
  • 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
    Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • Consistent
    Communications
    Matters
  • Social Media is NOTa
    Campaign.
    It’s a strategyto build
    Relationships
  • 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
  • Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • http://mediacenter.motorola.com/content/detail.aspx?ReleaseID=12060&NewsAreaID=17
    http://multivu.prnewswire.com/player/40617-charmin-enjoy-the-go/
  • 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.
  • Use Social Media to make your content directional
  • Digital Asset Optimization
    Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • Digital Asset Optimization
    Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • Visibility
    Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/
  • 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/
  • Listen
  • 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
  • Metrics & Measurement / Analysis
    PR Newswire Social Media Metrics
    Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • WeALLneed
    toBecome
    ‘ers
    Data
    Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • Bonus
    Case
    Study
  • PR Newswire Social Media Metrics
  • 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