PRSA 2009 International Conference - Don’t Be Controlled by the Conversation, CONTROL the Conversation: Today’s Aggressive PR Tactics

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Don’t Be Controlled by the Conversation, CONTROL the Conversation: Today’s Aggressive PR Tactics by PR Newswire Director of Emerging Media - Michael Pranikoff; and Founder of Petra Consulting/ …

Don’t Be Controlled by the Conversation, CONTROL the Conversation: Today’s Aggressive PR Tactics by PR Newswire Director of Emerging Media - Michael Pranikoff; and Founder of Petra Consulting/ Customers Rock! Becky Carroll given on Nov. 11, 2009 at the PRSA 2009 International Conference in San Diego.

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  • 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.
  • 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.

Transcript

  • 1. Don’tBe Controlled by the Conversation, CONTROL the Conversation:
    Today’s Aggressive PR Tactics
  • 2. Michael Pranikoff
    Director, Emerging Media
    PR Newswire
    michael.pranikoff@prnewswire.com
    www.delicious.com/michaelpranikoff
    Twitter / @mpranikoff
  • 3. Becky Carroll
    Founder
    Petra Consulting Group /
    Customers Rock!
    www.customersrock.net
    becky@petraconsultinggroup.com
    Twitter/@bcarroll7
  • 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. Source: http://www.readwriteweb.com/archives/study_fast_growing_us_companie.php
    Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 6. Source: http://www.readwriteweb.com/archives/study_fast_growing_us_companie.php
    Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 7. Source: http://www.readwriteweb.com/archives/study_fast_growing_us_companie.php
    Created by: Michael Pranikoff, PR Newswire Director 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. Source: http://www.youtube.com/watch?v=-r_PIg7EAUw
  • 10. Source: http://www.youtube.com/watch?v=BmykFKjNpdY
  • 11.
  • 12. Photo credit: http://www.flickr.com/photos/unaerica/3271668934/
  • 13. “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
  • 14. Old School
    New School
  • 15. Feel Like
    You Are Trying to Convince
    These Guys?
  • 16. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 17. Michael Pranikoff
    Director, Emerging Media
    PR Newswire
    michael.pranikoff@prnewswire.com
    www.delicious.com/michaelpranikoff
    Twitter / @mpranikoff
    Twitter Event Hashtag: #prncl
  • 18. 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
  • 19. The Long Tail of Public Relations
    Head
    Traditional Media
    Reaching Billions
    Reach
    MILLIONS
    Online Media
    SEARCH
    Tail
    Created by: Michael Pranikoff, PR Newswire Director of Emerging Media based on Immediate Future, 6/06
  • 20. The Long Tail of Public Relations Over Six Months
    Amount of Coverage
    Time From Origination
  • 21. PUSH
    Photo credit: http://www.flickr.com/photos/ytruly/2463366156/
  • 22. PULL
    Photo credit: http://www.flickr.com/photos/jonathangayman/1028689242/
  • 23. The Power of PUSH&PULL
    Photo credit: http://www.flickr.com/photos/alvarezandz/3296307865/
  • 24. Principles to Communicating Your Message Today
    • Make your contentAccessible
    • 25. Make your contentEasy To View
    • 26. Make your contentEasy To Use
    Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 27. Consistent
    Communications
    Matters
  • 28. Social Media is NOTa
    Campaign.
    It’s a strategyto build
    Relationships
  • 29.
  • 30.
  • 31.
  • 32.
  • 33.
  • 34.
  • 35.
  • 36.
  • 37.
  • 38.
  • 39. Listen
    Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 40.
  • 41.
  • 42. Metrics & Measurement / Analysis
    PR Newswire Social Media Metrics
    http://www.prnewswire.com/products-services/targeting-monitoring-measurement/social-media-monitoring/
  • 43.
  • 44. We ALL need
    toBecome
    ‘ers
    Data
  • 45. Visibility
    Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/
  • 46. Engagement
    The 3 I’s of Engagement
    • Interaction – The actions a person takes while present at those touch points
    • 47. Intimacy– The affection a person holds for a brand
    • 48. Influence– The likelihood a person is to advocate on behalf of the brand
    Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/
  • 49.
  • 50.
  • 51.
  • 52. http://www.delancey.co.uk/Folio/unused-concepts.php
  • 53. Comcast’s @comcastcaresBuild Relationships
  • 54.
  • 55.
  • 56.
  • 57.
  • 58. PR Newswire Social Media Metrics
  • 59.
  • 60.
  • 61.
  • 62.
  • 63. JetBlue Airways Two Years Later
  • 64. JetBlue Airways Two Years Later
    http://www.flickr.com/photos/briansolis/3974856240/sizes/o/
  • 65. It’s All About People
    • Recovery
    • 66. Little things make a difference
    • 67. Using the right people
    It Takes a Little Nurture and Care
  • 68. Listen
    Analyze
    Strategize
    Engage
    Repeat
    Source: http://thecoolgadgets.com/wp-content/uploads/2009/09/8-phaser-laser-gun.jpg
  • 69. Thank You
    @mpranikoff
    @bcarroll7
  • 70. Don’tBe Controlled by the Conversation,
    CONTROL the Conversation:
    Today’s Aggressive PR Tactics