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Work that Content & Make Your Message Resonate

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Work that Content & Make Your Message Resonate by PR Newswire Global Director of Emerging Media – Michael Pranikoff – at a PR Newswire sponsored event held in Minneapolis on March 30, 2011

Work that Content & Make Your Message Resonate by PR Newswire Global Director of Emerging Media – Michael Pranikoff – at a PR Newswire sponsored event held in Minneapolis on March 30, 2011

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  • Today we are looking at a greater audience for news and information than ever before. The speed, breadth, and depth of information is reaching a wider audience then ever. The increased access and searchability of that content is also reaching new heights with journalists, investors, and consumers. This is now a hold of the financial industry as well as the casual investor as new technology allows people to make more informed decisions much more quickly.
  • The 1960s were noteworthy for cementing TV as THE communications medium and introducing a new technology that one could argue is already a relic in today’s world
  • SEO is the foundation of social media. You cannot today put your stuff out on line and think social media is going to do it. Counted has to be found first before it can be shared. Think how you can drive through search.
  • 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.
  • Brands create more opportunities for engagement. The real secret to social media success is to create something that you what to share with your friend and is consistent with your brand message. Does it pass the “I gotta share this!” Test, the answer is usually, NO. If people want to share it people will write about it or copy it.
  • Send your news release out on a wire service. When you do so, make sure you are doing correct SEO properties, to drive back where you want them to go.
  • Walk by a store and your phone will start buzzing.

Work that Content & Make Your Message Resonate Work that Content & Make Your Message Resonate Presentation Transcript

  • WORK
    THAT
    CONTENT
    *@#%!
    PR Newswire Seminar • March 30, 2011 • Minneapolis • #PRNEDU
  • Michael Pranikoff
    Global Director,
    Emerging Media
    PR Newswire
    michael.pranikoff@prnewswire.com
    www.delicious.com/michaelpranikoff
    Twitter / @mpranikoff
  • Disclaimer: I am not a Guru.
    All tips, recommendations, and ideas are from reading, exploring, and learning anyway that I can. I consider myself a B+ Student at best.
  • Content
    REVOLUTION
    Follow The Conversation on Twitter #PRNEDU
  • http://blog.angelsden.co.uk/index.php/2009/01/find-your-own-niche/
  • CONTENT is
    Follow The Conversation on Twitter #PRNEDU
  • Follow The Conversation on Twitter #PRNEDU
  • PUSH
    Photo credit: http://www.flickr.com/photos/ytruly/2463366156/
  • PULL
    Follow The Conversation on Twitter #PRNEDU
    Photo credit: http://www.flickr.com/photos/jonathangayman/1028689242/
  • PULL
    PUSH
    CONTENT
  • Old School
    New School
    Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
  • “In 1965, 80 percent of adults could be reached with three 60 second TV spots. Today it requires117 prime time Commercials to produce the same result” (Jim Stengel, CMO, P&G)
  • Michael Pranikoff
    Director, Emerging Media
    PR Newswire
    michael.pranikoff@prnewswire.com
    www.delicious.com/michaelpranikoff
    Twitter / @mpranikoff
    Twitter Event Hashtag: #prncl
  • Follow The Conversation on Twitter #PRNEDU
  • "Digital and Traditional for the ordinary person is all the same thing. It's all things they consume. It means nothing to them. In agencies and client organizations, people still don't understand this.“
    Ian Tait - Global Interactive Executive Creative Director at W+K
    Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
  • SILOS in Corporations are
    OldandCrumbling
    http://www.flickr.com/photos/kh-67/4892949459/
  • Communications Comes Into Focus
    Marketing
    Public Relations
    Companies want:
    • Direct access to consumers
    • Opportunities to engage with audiences
    • Continuous Messaging that is easy to share
    • Analytics, ROI
    They want to communicate in a way that combines PR, Marketing and Advertising.
    Advertising
  • Trust
  • TrustOverAttention
    Trust will continue to replace attention as the Currency of the web and business. No one will pay attention if they don’t trust you.
  • How much do you trust the following industries to do what is right?
  • How much do you trust the following industries to do what is right?
  • Where do you generally go first for news about a company?
    Then where do you go?
  • News Traffic Landscape
    Yahoo ranks as the top global news site. Google News is the second largest online news property in the world in terms of traffic.
    Yahoo News
    Google News
    New York Times
    CNN
    China’s QQ.com
    BBC
    MSN
    Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
  • Follow The Conversation on Twitter #PRNEDU
  • Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
  • Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
  • Are you driving the conversation?
    http://www.flickr.com/photos/perspectivephotography/2090451536/
  • Letting go of control.
    Follow The Conversation on Twitter #PRNEDU
  • 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 Corporate Content
    News Release
    Conversation
    Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
  • 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
  • The Long Tail of Corporate Content Over Six Months
    Amount of Coverage
    What Needs to happen today – Shorter Releases on a more regular basis
    The Current Average – 1 Release every 2 months
    Time From Origination
    Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • Consistent
    Communications
    Matters
  • Building the Foundation
    SEO
  • Contentis
    KING!
  • Contextis
    The Almighty
  • Surround Your Content with Links to Relevant Content
  • Make Your Content Easy to Use
  • Tips for SEO & News Releases
    • Create Tweetable Headlines – 120
    Characters to allow for the ReTweet
    • In reality – Headlines need to be 65 – 80 Characters with spaces. Headline is the Title Tag
    • Think Keyword Phrases not Keywords – 42% of searches performed use 3-5 Keywords – Comscore
    • Use links in releases – Deep Links! Concentrate those links in the first 3 paragraphs of the release.
  • SEO & SOCIAL MEDIA
    ARE BUDDIES
    Photo credit: http://www.flickr.com/photos/tambako/2387498031/
  • 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/
  • THINK
    VISUALLY!
  • THINK
    VISUALLY!
  • THINK
    VISUALLY!
  • Tips on Using Multimedia
    • Photos /Images / Video are rich multimedia coding – attracts search engines
    • Headline the Multimedia – images / photos….and use keywords/ keyword phrases
    • Use Captions – but be smart with captions. Just as in releases, think
    keyword phrases
    • Add links to your captions - the old fashion links, not anchor text.
  • Story
    Time
  • 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.
    Follow The Conversation on Twitter #PRNEDU
  • “Video is the new Voice!”
    John Chambers, CEO Cisco
  • Tips on Creating / Using Video
    • KISS – Keep It Simple Stupid
    • Video today needs to tell a story. B-Roll won’t cut it.
    • Online Video shouldn’t be more than 3 minutes long…unless it’s really good and in depth. Short and to the point is best.
    • What works? Video with personality, Showing how something works, Interviews…but simple.
    • Place on your page, your YouTube Channel, Blog…but make sure to pay attention to the Title, Caption….and use a link!
  • Online
    is the first place any consumer – B2B or B2C goes today
  • Where should I go today?
    http://2.bp.blogspot.com/_1oKAk5afZtM/S_va5tc6soI/AAAAAAAAAE8/wGEvs-F83V4/s1600/2198385460_15b24f14b6.jpg
  • Oh The Places Content CAN Go
  • Make Your ContentDirectional
  • Story
    Time
  • engage opportunity everywhere
  • PRSA 2010 International Conference
    Washington, DC
    Oct. 16 – 19, 2010
    #PRNGame
    engage opportunity everywhere
  • PRSA 2010 International Conference
    Washington, DC
    Oct. 16 – 19, 2010
    • Open to all attendees with a smartphone
    • Placed codes all over the conference, name tags, sessions, even other exhibitor booths
    • Over 1000 Tweets with #prngame in 3 days
    • 19% of all Tweets with the #prsa_ic official hashtag included #prngame
    #PRNGame
    engage opportunity everywhere
  • Story
    Time
  • blog
    blog
    fan site
    blog
    blog
    fan site
    news site
    company site
    blog
    Distributes
    Updates
    Embedded Content
  • Search Goes Social
  • Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
  • Location Based Media…
    Follow Me!
  • http://www.flickr.com/photos/robotography/492966506/
  • Newspapers: 30 mins
    Magazines:
    20 mins
    Mobile: 50 mins
    Internet:
    2 hrs, 35 mins
    TV:
    4 hrs, 24 mins
  • Leave A Trail of Breadcrumbs
    http://www.flickr.com/photos/bnoj13/4073663539/
  • Make it Easy ToAccess, View&Use Your Content !
  • Michael Pranikoff
    Global Director,
    Emerging Media
    PR Newswire
    michael.pranikoff@prnewswire.com
    www.delicious.com/michaelpranikoff
    Twitter / @mpranikoff
  • WORK
    THAT
    CONTENT
    *@#%!
    PR Newswire Seminar • March 30, 2011 • Minneapolis • #PRNEDU