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Don’tBe Controlled by the Conversation, CONTROL the Conversation: <br />Today’s Aggressive PR Tactics<br />
Michael Pranikoff<br />Director, Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br />www.delicious....
Becky Carroll<br />Founder<br />Petra Consulting Group /<br />Customers Rock! <br />www.customersrock.net<br />becky@petra...
“In a downturn, aggressive PR and Communications strategy is key. “<br />Doug Leone, , General Partner, Sequoia Capital, 1...
Source: http://www.readwriteweb.com/archives/study_fast_growing_us_companie.php<br />Created by: Michael Pranikoff, PR New...
Source: http://www.readwriteweb.com/archives/study_fast_growing_us_companie.php<br />Created by: Michael Pranikoff, PR New...
Source: http://www.readwriteweb.com/archives/study_fast_growing_us_companie.php<br />Created by: Michael Pranikoff, PR New...
“<br />Technology is shifting the power away from the editors, the publishers, the establishment, themedia elite. Now it’s...
Source: http://www.youtube.com/watch?v=-r_PIg7EAUw<br />
Source: http://www.youtube.com/watch?v=BmykFKjNpdY<br />
Photo credit: http://www.flickr.com/photos/unaerica/3271668934/<br />
“The people in charge of talking are in the marketing department. <br />The people in charge of listening are in theresear...
Old School<br />New School<br />
Feel Like<br />You Are Trying to Convince<br />These Guys? <br />
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
Michael Pranikoff<br />Director, Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br />www.delicious....
Mainstream Media Pickup<br />Blogs / Twitter / Online Pubs<br />Immediate Online Pickup<br />Weekly Trade Pubs<br />Monthl...
The Long Tail of Public Relations<br />Head<br />Traditional Media<br />Reaching Billions<br />Reach<br />MILLIONS<br />On...
The Long Tail of Public Relations Over Six Months<br />Amount of Coverage<br />Time From Origination<br />
PUSH<br />Photo credit: http://www.flickr.com/photos/ytruly/2463366156/<br />
PULL<br />Photo credit: http://www.flickr.com/photos/jonathangayman/1028689242/<br />
The Power of PUSH&PULL<br />Photo credit: http://www.flickr.com/photos/alvarezandz/3296307865/<br />
Principles to Communicating Your Message Today<br /><ul><li>Make your contentAccessible
Make your contentEasy To View
Make your contentEasy To Use</li></ul>Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
Consistent<br />Communications<br />Matters<br />
Social Media is NOTa <br />Campaign.  <br />It’s a strategyto build <br />Relationships<br />
Listen<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
Metrics & Measurement / Analysis<br />PR Newswire Social Media Metrics<br />http://www.prnewswire.com/products-services/ta...
We ALL need<br />toBecome<br />‘ers<br />Data<br />
Visibility<br />Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/<br />
Engagement<br />The 3 I’s of Engagement<br /><ul><li>Interaction – The actions a person takes while present at those touch...
Intimacy– The affection a person holds for a brand
Influence– The likelihood a person is to advocate on behalf of the brand </li></ul>Photo credit: http://www.flickr.com/pho...
http://www.delancey.co.uk/Folio/unused-concepts.php<br />
Comcast’s @comcastcaresBuild Relationships<br />
PR Newswire Social Media Metrics<br />
JetBlue Airways Two Years Later<br />
JetBlue Airways Two Years Later<br />http://www.flickr.com/photos/briansolis/3974856240/sizes/o/<br />
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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/ 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 of "PRSA 2009 International Conference - Don’t Be Controlled by the Conversation, CONTROL the Conversation: Today’s Aggressive PR Tactics"

    1. 1. Don’tBe Controlled by the Conversation, CONTROL the Conversation: <br />Today’s Aggressive PR Tactics<br />
    2. 2. Michael Pranikoff<br />Director, Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br />www.delicious.com/michaelpranikoff<br />Twitter / @mpranikoff<br />
    3. 3. Becky Carroll<br />Founder<br />Petra Consulting Group /<br />Customers Rock! <br />www.customersrock.net<br />becky@petraconsultinggroup.com<br />Twitter/@bcarroll7<br />
    4. 4. “In a downturn, aggressive PR and Communications strategy is key. “<br />Doug Leone, , General Partner, Sequoia Capital, 10/9/08<br />http://blog.weatherby.net/2008/10/a-ceos-sequoia.html<br />
    5. 5. Source: http://www.readwriteweb.com/archives/study_fast_growing_us_companie.php<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    6. 6. Source: http://www.readwriteweb.com/archives/study_fast_growing_us_companie.php<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    7. 7. Source: http://www.readwriteweb.com/archives/study_fast_growing_us_companie.php<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    8. 8. “<br />Technology is shifting the power away from the editors, the publishers, the establishment, themedia elite. Now it’s the peoplewho are in control.”<br />Rupert Murdoch, Global Media Entrepreneur<br />Rupert Murdoch<br />
    9. 9. Source: http://www.youtube.com/watch?v=-r_PIg7EAUw<br />
    10. 10. Source: http://www.youtube.com/watch?v=BmykFKjNpdY<br />
    11. 11.
    12. 12. Photo credit: http://www.flickr.com/photos/unaerica/3271668934/<br />
    13. 13. “The people in charge of talking are in the marketing department. <br />The people in charge of listening are in theresearchor service or sales department.<br />They hardly ever talk to each other, let alone have full-duplex conversations with customers.”<br />This won&apos;t fly in social technology <br />because the minute you talk, <br />people expect you to listen. <br />And if you start to listen, <br />you&apos;ll be tempted to talk. <br />It&apos;s a full-duplex channel that<br />befuddles one-way marketers.”<br />Josh Bernoff, Why marketers have trouble with full-duplex social technology, June 30, 2009<br />
    14. 14. Old School<br />New School<br />
    15. 15. Feel Like<br />You Are Trying to Convince<br />These Guys? <br />
    16. 16. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    17. 17. Michael Pranikoff<br />Director, Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br />www.delicious.com/michaelpranikoff<br />Twitter / @mpranikoff<br />Twitter Event Hashtag: #prncl<br />
    18. 18. Mainstream Media Pickup<br />Blogs / Twitter / Online Pubs<br />Immediate Online Pickup<br />Weekly Trade Pubs<br />Monthly Trades<br />Quarterly Pubs / Journals<br />Search Share Blog <br />Release Goes Out<br />The Long Tail of Public Relations<br />Press Release<br />Conversation<br />
    19. 19. The Long Tail of Public Relations<br />Head<br />Traditional Media<br />Reaching Billions<br />Reach<br />MILLIONS<br />Online Media<br />SEARCH<br />Tail <br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media based on Immediate Future, 6/06<br />
    20. 20. The Long Tail of Public Relations Over Six Months<br />Amount of Coverage<br />Time From Origination<br />
    21. 21. PUSH<br />Photo credit: http://www.flickr.com/photos/ytruly/2463366156/<br />
    22. 22. PULL<br />Photo credit: http://www.flickr.com/photos/jonathangayman/1028689242/<br />
    23. 23. The Power of PUSH&PULL<br />Photo credit: http://www.flickr.com/photos/alvarezandz/3296307865/<br />
    24. 24. Principles to Communicating Your Message Today<br /><ul><li>Make your contentAccessible
    25. 25. Make your contentEasy To View
    26. 26. Make your contentEasy To Use</li></ul>Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    27. 27. Consistent<br />Communications<br />Matters<br />
    28. 28. Social Media is NOTa <br />Campaign. <br />It’s a strategyto build <br />Relationships<br />
    29. 29.
    30. 30.
    31. 31.
    32. 32.
    33. 33.
    34. 34.
    35. 35.
    36. 36.
    37. 37.
    38. 38.
    39. 39. Listen<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    40. 40.
    41. 41.
    42. 42. Metrics & Measurement / Analysis<br />PR Newswire Social Media Metrics<br />http://www.prnewswire.com/products-services/targeting-monitoring-measurement/social-media-monitoring/<br />
    43. 43.
    44. 44. We ALL need<br />toBecome<br />‘ers<br />Data<br />
    45. 45. Visibility<br />Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/<br />
    46. 46. Engagement<br />The 3 I’s of Engagement<br /><ul><li>Interaction – The actions a person takes while present at those touch points
    47. 47. Intimacy– The affection a person holds for a brand
    48. 48. Influence– The likelihood a person is to advocate on behalf of the brand </li></ul>Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/<br />
    49. 49.
    50. 50.
    51. 51.
    52. 52. http://www.delancey.co.uk/Folio/unused-concepts.php<br />
    53. 53. Comcast’s @comcastcaresBuild Relationships<br />
    54. 54.
    55. 55.
    56. 56.
    57. 57.
    58. 58. PR Newswire Social Media Metrics<br />
    59. 59.
    60. 60.
    61. 61.
    62. 62.
    63. 63. JetBlue Airways Two Years Later<br />
    64. 64. JetBlue Airways Two Years Later<br />http://www.flickr.com/photos/briansolis/3974856240/sizes/o/<br />
    65. 65. It’s All About People<br /><ul><li>Recovery
    66. 66. Little things make a difference
    67. 67. Using the right people</li></ul>It Takes a Little Nurture and Care<br />
    68. 68. Listen<br />Analyze<br />Strategize<br />Engage<br />Repeat<br />Source: http://thecoolgadgets.com/wp-content/uploads/2009/09/8-phaser-laser-gun.jpg<br />
    69. 69. Thank You<br />@mpranikoff<br />@bcarroll7<br />
    70. 70. Don’tBe Controlled by the Conversation, <br />CONTROL the Conversation: <br />Today’s Aggressive PR Tactics<br />

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