Our agenda • The media
evolution: changes in information consumption & audience behavior • Imperatives for PR • Your internal newsmakers • New tactics & approaches Newsworthiness Credibility Attention Context Opportunity
New imperatives for PR: –
Adapt to changing media models to generate (and measure) PR results. – Recognize different forms of earned media, and – Earn organic attention, outside of traditional media models, which requires – Creating effective messaging for today’s environment.
TELL THE AUDIENCE WHAT THEY
WANT TO HEAR, NOT WHAT THE BRAND WANTS TO TELL.* * Or, at least use what the audience is interested in as the framework for the content you develop.
Audience interaction gives media earned
credibility Earned Media (Journalists, Bloggers, Social?) Owned Media (Your web site, email pitches, blog, & other channels) Press Release Paid Media (Press releases, advertising) EVOLVED When people interact with your content
Interaction is worth measuring •
The value is in amplification. • Digital activity can be measured: – Traffic to a related microsite) – Number of times something was shared – Search rank – Conversions!