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PR Newswire Event Silicon Valley December 2009 - Industries In Flux: Meida and Public Relations & the Impact of Social Media
 

PR Newswire Event Silicon Valley December 2009 - Industries In Flux: Meida and Public Relations & the Impact of Social Media

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Presentation by Michael Pranikoff, PR Newswire Director of Emerging Media - for the PR Newswire Silicon Valley event on December 9, 2009 - Industries in Flux: Media and Public Relations & the Impact ...

Presentation by Michael Pranikoff, PR Newswire Director of Emerging Media - for the PR Newswire Silicon Valley event on December 9, 2009 - Industries in Flux: Media and Public Relations & the Impact of Social Media. Panelists included Cheryl Jennings from KGO-TV ABC; Suzanne Shaw from NBC Bay Area; Martha Shaughnessy from AtomicPR; and Erica Gessin from Cord Blood Registty

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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.
  • This is a great example from Nielsen about different ways to measure. Today, there is a big difference of just measuring clear “hits” or unique visits to a page that you are directing people to go to. Today, we need to also and maybe more acutely look at the “engagement” of a user once they get to where you are trying to drive them too.
  • 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.
  • However, sometimes people are afraid of new services or paid tools because it takes budgets.
  • New expenditures on your budget makes one panic.
  • Because all of our budgets our like broken piggy banks right now. However, these services – some with very low costs – will provide the ROI that you need to not only justify the budget, but also make you smarter. In this day, anything that make you smarter allows you to do your job more effectively and better over all.

PR Newswire Event Silicon Valley December 2009 - Industries In Flux: Meida and Public Relations & the Impact of Social Media PR Newswire Event Silicon Valley December 2009 - Industries In Flux: Meida and Public Relations & the Impact of Social Media Presentation Transcript

  • Industries in Flux: Media and Public Relations & the Impact of Social Media
    Twitter Hashtag:
    #prnSF
  • Michael Pranikoff
    Director, Emerging Media
    PR Newswire
    michael.pranikoff@prnewswire.com
    www.delicious.com/michaelpranikoff
    Twitter / @mpranikoff
    Twitter Event Hashtag: #PRNSF
  • Cheryl Jennings
    Anchor at 5PM
    ABC KGO-TV
    ABC7News.com
    Facebook/abc7News
    Twitter/ ABC7NewsBayArea
    Cheryl.jennings@abc.com
    Twitter /@cjabc7
    Twitter Event Hashtag: #PRNSF
  • Suzanne Shaw
    Editorial Director,
    NBC Bay Area
    www.nbcbayarea.com
    Twitter/NBCBayAreaCom
    Twitter Event Hashtag: #PRNSF
  • Martha Shaughnessy
    Account Director
    martha@atomicpr.com
    Twitter / @SFShag
    Twitter Event Hashtag: #PRNSF
  • Erika Gessin
    www.cordblood.com
    Manager
    Social Media Marketing
    egessin@cordblood.com
    Twitter /CordBloodRegistry
    YouTube/TheStemCellSource
    Twitter Event Hashtag: #PRNSF
  • Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • From BusinessWeek, Michael Mandelhttp://www.businessweek.com/the_thread/economicsunbound/archives/2009/09/the_journalism.html

  • Technology is shifting the power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are in control.”
    Rupert Murdoch, Global Media Entrepreneur
  • Source: Slideshare.net JohannesBhakfi
    Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • Michael Pranikoff
    Director, Emerging Media
    PR Newswire
    michael.pranikoff@prnewswire.com
    www.delicious.com/michaelpranikoff
    Twitter / @mpranikoff
    Twitter Event Hashtag: #prncl
  • Photo credit: http://www.flickr.com/photos/margolove/1810357551/
  • 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 Director of Emerging Media
  • The Traditional NewsWire
    Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • PUSH
    Photo credit: http://www.flickr.com/photos/ytruly/2463366156/
  • PULL
    Twitter Event Hashtag: #PRNSF
    Photo credit: http://www.flickr.com/photos/jonathangayman/1028689242/
  • The Newswire Today – 2009 & Beyond!
    PR Newswire editors process copy in PR Newswire’s state-of-the art editorial system, looking for errors, typos, etc.,and prepare it for distribution
    Distribution via satellite, internet, e-mail and RSS.
    Reaching news organizations, individual reporters and bloggers, websites, financial networks, search engines and mobile devices.
    Reach traditional and non-traditional media, investors, customers and general public around the world, generating media coverage in print and TV, social media buzz, investments and purchases
    Upload release and multimedia. Select newsline distribution (ie. Global) plus create targeted list from our media database
  • The Power of PUSH & PULL
    Photo credit: http://www.flickr.com/photos/alvarezandz/3296307865/
  • Twitter Event Hashtag: #PRNSF
  • Twitter Event Hashtag: #PRNSF
  • Twitter Event Hashtag: #PRNSF
  • 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/
  • WhiteHouse.gov
    New Era of Engagement – Nielsen
    http://www.nielsen-online.com/blog/2009/04/29/a-new-era-of-engagement/
  • Listen
    Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • Twitter Event Hashtag: #PRNSF
  • Twitter Event Hashtag: #PRNSF
  • We ALL need
    toBecome
    ‘ers
    Data
    Twitter Event Hashtag: #PRNSF
  • Photo credit: http://www.flickr.com/photos/unaerica/3271668934/
  • Photo credit: http://recessionearning.com/10-ways-to-recession-proof-your-life.php
  • If You Can’t Measure It…
    Don’t Do It
    Strata-G – Seizing Opportunity in a Recession, March 2009
    Photo credit: http://www.flickr.com/photos/wattornot/2811970213/
  • Twitter Event Hashtag: #PRNSF
  • Industries in Flux: Media and Public Relations & the Impact of Social Media
    Twitter Hashtag:
    #prnSF