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Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
Work that Content & Make Your Message Resonate
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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.
  • Transcript

    • 1. WORK<br />THAT<br />CONTENT<br />*@#%!<br />PR Newswire Seminar • March 30, 2011 • Minneapolis • #PRNEDU<br />
    • 2. Michael Pranikoff<br />Global Director, <br />Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br />www.delicious.com/michaelpranikoff<br />Twitter / @mpranikoff<br />
    • 3.
    • 4. Disclaimer: I am not a Guru. <br />All tips, recommendations, and ideas are from reading, exploring, and learning anyway that I can. I consider myself a B+ Student at best. <br />
    • 5. Content<br />REVOLUTION<br />Follow The Conversation on Twitter #PRNEDU <br />
    • 6. http://blog.angelsden.co.uk/index.php/2009/01/find-your-own-niche/<br />
    • 7. CONTENT is <br />Follow The Conversation on Twitter #PRNEDU <br />
    • 8.
    • 9. Follow The Conversation on Twitter #PRNEDU <br />
    • 10. PUSH<br />Photo credit: http://www.flickr.com/photos/ytruly/2463366156/<br />
    • 11. PULL<br />Follow The Conversation on Twitter #PRNEDU <br />Photo credit: http://www.flickr.com/photos/jonathangayman/1028689242/<br />
    • 12. PULL<br />PUSH<br />CONTENT<br />
    • 13. Old School<br />New School<br />Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media<br />
    • 14.
    • 15. “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)<br />
    • 16. 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 />
    • 17.
    • 18. Follow The Conversation on Twitter #PRNEDU <br />
    • 19. "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.“ <br />Ian Tait - Global Interactive Executive Creative Director at W+K<br />Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media<br />
    • 20. SILOS in Corporations are<br />OldandCrumbling<br />http://www.flickr.com/photos/kh-67/4892949459/<br />
    • 21. Communications Comes Into Focus<br />Marketing<br />Public Relations<br />Companies want: <br /><ul><li>Direct access to consumers
    • 22. Opportunities to engage with audiences
    • 23. Continuous Messaging that is easy to share
    • 24. Analytics, ROI</li></ul>They want to communicate in a way that combines PR, Marketing and Advertising.<br />Advertising<br />
    • 25.
    • 26.
    • 27. Trust<br />
    • 28. TrustOverAttention<br />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.<br />
    • 29. How much do you trust the following industries to do what is right?<br />
    • 30. How much do you trust the following industries to do what is right?<br />
    • 31. Where do you generally go first for news about a company? <br />Then where do you go?<br />
    • 32. News Traffic Landscape<br />Yahoo ranks as the top global news site. Google News is the second largest online news property in the world in terms of traffic. <br />Yahoo News<br />Google News<br />New York Times<br />CNN<br />China’s QQ.com<br />BBC<br />MSN<br />Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media<br />
    • 33. Follow The Conversation on Twitter #PRNEDU <br />
    • 34. Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media<br />
    • 35. Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media<br />
    • 36. Are you driving the conversation?<br />http://www.flickr.com/photos/perspectivephotography/2090451536/<br />
    • 37. Letting go of control.<br />Follow The Conversation on Twitter #PRNEDU <br />
    • 38. 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 Corporate Content<br />News Release<br />Conversation<br />Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media<br />
    • 39. 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 />
    • 40. The Long Tail of Corporate Content Over Six Months<br />Amount of Coverage<br />What Needs to happen today – Shorter Releases on a more regular basis<br />The Current Average – 1 Release every 2 months<br />Time From Origination<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    • 41. Consistent<br />Communications<br />Matters<br />
    • 42. Building the Foundation<br />SEO<br />
    • 43.
    • 44. Contentis<br />KING!<br />
    • 45. Contextis<br />The Almighty <br />
    • 46. Surround Your Content with Links to Relevant Content<br />
    • 47. Make Your Content Easy to Use<br />
    • 48. Tips for SEO & News Releases<br /><ul><li> Create Tweetable Headlines – 120</li></ul> Characters to allow for the ReTweet<br /><ul><li>In reality – Headlines need to be 65 – 80 Characters with spaces. Headline is the Title Tag
    • 49. Think Keyword Phrases not Keywords – 42% of searches performed use 3-5 Keywords – Comscore
    • 50. Use links in releases – Deep Links! Concentrate those links in the first 3 paragraphs of the release. </li></li></ul><li>SEO & SOCIAL MEDIA<br />ARE BUDDIES<br />Photo credit: http://www.flickr.com/photos/tambako/2387498031/ <br />
    • 51. Visibility<br />Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/<br />
    • 52. Engagement<br />The 3 I’s of Engagement<br /><ul><li>Interaction– The actions a person takes while present at those touch points
    • 53. Intimacy– The affection a person holds for a brand
    • 54. 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 />
    • 55. THINK<br />VISUALLY!<br />
    • 56. THINK<br />VISUALLY!<br />
    • 57. THINK<br />VISUALLY!<br />
    • 58.
    • 59.
    • 60.
    • 61.
    • 62. Tips on Using Multimedia <br /><ul><li>Photos /Images / Video are rich multimedia coding – attracts search engines
    • 63. Headline the Multimedia – images / photos….and use keywords/ keyword phrases
    • 64. Use Captions – but be smart with captions. Just as in releases, think </li></ul>keyword phrases<br /><ul><li>Add links to your captions - the old fashion links, not anchor text. </li></li></ul><li>Story<br />Time<br />
    • 65.
    • 66.
    • 67.
    • 68.
    • 69.
    • 70.
    • 71.
    • 72. Using multimedia in your releases increases <br />journalist and public engagement by 35%.<br />According to internal sample research comparing press releases that contain multimedia with those that do not.<br />Follow The Conversation on Twitter #PRNEDU <br />
    • 73. “Video is the new Voice!”<br />John Chambers, CEO Cisco<br />
    • 74. Tips on Creating / Using Video <br /><ul><li>KISS – Keep It Simple Stupid
    • 75. Video today needs to tell a story. B-Roll won’t cut it.
    • 76. 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.
    • 77. What works? Video with personality, Showing how something works, Interviews…but simple.
    • 78. Place on your page, your YouTube Channel, Blog…but make sure to pay attention to the Title, Caption….and use a link!</li></li></ul><li>Online<br />is the first place any consumer – B2B or B2C goes today<br />
    • 79. Where should I go today? <br />http://2.bp.blogspot.com/_1oKAk5afZtM/S_va5tc6soI/AAAAAAAAAE8/wGEvs-F83V4/s1600/2198385460_15b24f14b6.jpg<br />
    • 80. Oh The Places Content CAN Go<br />
    • 81. Make Your ContentDirectional<br />
    • 82. Story<br />Time<br />
    • 83.
    • 84. engage opportunity everywhere<br />
    • 85. PRSA 2010 International Conference<br />Washington, DC<br />Oct. 16 – 19, 2010<br />#PRNGame<br />engage opportunity everywhere<br />
    • 86. PRSA 2010 International Conference<br />Washington, DC<br />Oct. 16 – 19, 2010<br /><ul><li>Open to all attendees with a smartphone
    • 87. Placed codes all over the conference, name tags, sessions, even other exhibitor booths
    • 88. Over 1000 Tweets with #prngame in 3 days
    • 89. 19% of all Tweets with the #prsa_ic official hashtag included #prngame</li></ul>#PRNGame<br />engage opportunity everywhere<br />
    • 90. Story<br />Time<br />
    • 91.
    • 92. blog<br />blog<br />fan site<br />blog<br />blog<br />fan site<br />news site<br />company site<br />blog<br />Distributes<br />Updates<br /> Embedded Content<br />
    • 93.
    • 94. Search Goes Social<br />
    • 95. Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media<br />
    • 96. Location Based Media… <br />Follow Me!<br />
    • 97. http://www.flickr.com/photos/robotography/492966506/<br />
    • 98.
    • 99.
    • 100. Newspapers: 30 mins<br />Magazines:<br />20 mins<br />Mobile: 50 mins<br />Internet: <br />2 hrs, 35 mins<br />TV: <br />4 hrs, 24 mins<br />
    • 101. Leave A Trail of Breadcrumbs<br />http://www.flickr.com/photos/bnoj13/4073663539/<br />
    • 102. Make it Easy ToAccess, View&Use Your Content !<br />
    • 103. Michael Pranikoff<br />Global Director, <br />Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br />www.delicious.com/michaelpranikoff<br />Twitter / @mpranikoff<br />
    • 104. WORK<br />THAT<br />CONTENT<br />*@#%!<br />PR Newswire Seminar • March 30, 2011 • Minneapolis • #PRNEDU<br />

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