Don’tBe Controlled by the Conversation, CONTROL the Conversation: Today’s Aggressive PR Tactics

Michael PranikoffDirector, Emerging MediaPR Newswiremichael.pranikoff@prnewswire.comwww.delicious.com/michaelpranikoffTwitter / @mpranikoff

Becky CarrollFounderPetra Consulting Group /Customers Rock! www.customersrock.netbecky@petraconsultinggroup.comTwitter/@bcarroll7

“In a downturn, aggressive PR and Communications strategy is key. “Doug Leone, , General Partner, Sequoia Capital, 10/9/08http://blog.weatherby.net/2008/10/a-ceos-sequoia.html

Source: http://www.readwriteweb.com/archives/study_fast_growing_us_companie.phpCreated by: Michael Pranikoff, PR Newswire Director of Emerging Media

Source: http://www.readwriteweb.com/archives/study_fast_growing_us_companie.phpCreated by: Michael Pranikoff, PR Newswire Director of Emerging Media

Source: http://www.readwriteweb.com/archives/study_fast_growing_us_companie.phpCreated by: Michael Pranikoff, PR Newswire Director 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 EntrepreneurRupert Murdoch

Source: http://www.youtube.com/watch?v=-r_PIg7EAUw

Source: http://www.youtube.com/watch?v=BmykFKjNpdY

Photo credit: http://www.flickr.com/photos/unaerica/3271668934/

“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 thatbefuddles one-way marketers.”Josh Bernoff, Why marketers have trouble with full-duplex social technology, June 30, 2009

Old SchoolNew School

Feel LikeYou Are Trying to ConvinceThese Guys?

Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

Michael PranikoffDirector, Emerging MediaPR Newswiremichael.pranikoff@prnewswire.comwww.delicious.com/michaelpranikoffTwitter / @mpranikoffTwitter Event Hashtag: #prncl

Mainstream Media PickupBlogs / Twitter / Online PubsImmediate Online PickupWeekly Trade PubsMonthly TradesQuarterly Pubs / JournalsSearch Share Blog Release Goes OutThe Long Tail of Public RelationsPress ReleaseConversation

The Long Tail of Public RelationsHeadTraditional MediaReaching BillionsReachMILLIONSOnline MediaSEARCHTail Created by: Michael Pranikoff, PR Newswire Director of Emerging Media based on Immediate Future, 6/06

The Long Tail of Public Relations Over Six MonthsAmount of CoverageTime From Origination

PUSHPhoto credit: http://www.flickr.com/photos/ytruly/2463366156/

PULLPhoto credit: http://www.flickr.com/photos/jonathangayman/1028689242/

The Power of PUSH&PULLPhoto credit: http://www.flickr.com/photos/alvarezandz/3296307865/

Principles to Communicating Your Message TodayMake your contentAccessibleMake your contentEasy To ViewMake your contentEasy To UseCreated by: Michael Pranikoff, PR Newswire Director of Emerging Media

Make your contentAccessible

Make your contentEasy To View

Make your contentEasy To Use

ConsistentCommunicationsMatters

Social Media is NOTa Campaign. It’s a strategyto build Relationships

ListenCreated by: Michael Pranikoff, PR Newswire Director of Emerging Media

Metrics & Measurement / AnalysisPR Newswire Social Media Metricshttp://www.prnewswire.com/products-services/targeting-monitoring-measurement/social-media-monitoring/

We ALL needtoBecome‘ersData

VisibilityPhoto credit: http://www.flickr.com/photos/fortphoto/1746927016/

EngagementThe 3 I’s of EngagementInteraction – The actions a person takes while present at those touch pointsIntimacy– The affection a person holds for a brandInfluence– The likelihood a person is to advocate on behalf of the brand Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/

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

http://www.delancey.co.uk/Folio/unused-concepts.php

Comcast’s @comcastcaresBuild Relationships

PR Newswire Social Media Metrics

JetBlue Airways Two Years Later

JetBlue Airways Two Years Laterhttp://www.flickr.com/photos/briansolis/3974856240/sizes/o/

It’s All About PeopleRecoveryLittle things make a differenceUsing the right peopleIt Takes a Little Nurture and Care

Recovery

Little things make a difference

Using the right people

ListenAnalyzeStrategizeEngageRepeatSource: http://thecoolgadgets.com/wp-content/uploads/2009/09/8-phaser-laser-gun.jpg

Thank You@mpranikoff@bcarroll7

Don’tBe Controlled by the Conversation, CONTROL the Conversation: Today’s Aggressive PR Tactics