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Newsworthiness: New Context and Opportunities for PR
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Newsworthiness: New Context and Opportunities for PR


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Presenter: Sarah Skerik Vice President, Content Marketing PR Newswire

Published in: Marketing, Technology, Business

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  • What happens with an influencer tweets the press release you just ran over a wire service? That release (paid) just made leap to earned. What’s diff
  • Vibes issued a survey of mobile connected shopper behavior.
  • If you can’t quantify it, don’t set department goals against it. A “like” is not an outcome. (Nor is a tweet.)
  • Transcript

    • 1. Newsworthiness: New context & opportunity for PR Sarah Skerik
    • 2. Hello. Sarah Skerik Vice president, content marketing @sarahskerik #prnewswire
    • 3. 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
    • 4. MEDIA EVOLUTION The game has changed. Has your approach evolved?
    • 5.
    • 6. The new PR reality: We’re competing for finite audience attention against an infinite ocean of content.
    • 7. Our behavior has changed as a result... B2B customers contact a sales rep only after 70% of the purchase decision has been made. – Sirius Decisions 2012
    • 8. Study of consumers: The traditional linear path to purchase is giving way to a more winding journey. The shopper is always on” as a result of his or her constant interaction with brands. -- ARF 2013
    • 9. 86% of IT buyers use social media during their decision process. 89% of IT buyers prefer educational content to promotional content in their favored social media channels Source: IDG & @chaoticflow
    • 10. The buying journey is not linear. Source: Forrester
    • 11. We’re looking for really granular stuff
    • 12. Social popularity drives content visibility in search engines.
    • 14. Our brands live in ecosystems & the audiences are beating hearts.
    • 15. Your audience has already busted your silos (even if your organization doesn’t know it yet.)
    • 16. 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.
    • 17. 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.
    • 18. Then Now Fuzzy measurement Measurable outcomes Media luminaries Influencers PR “stunts” Viral Content Print media pick-up Interaction
    • 19. 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
    • 20. Forget viral. Popular content has a long lifespan.
    • 21. 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!
    • 22. NEWSMAKERS Finding the stories & story-tellers
    • 23. Mine your organization for interesting stories, relevant content & news opportunities. Ask “What can the brand add to the conversation?”
    • 24. Find your newsmakers*. (Okay, interesting content makers.) Marketing Niche experts Front-line teams • Illustrate & explain data. • Draw back the curtain. • Share their perspective. Customers • Prove your worth. Influencers • Inspire your audience.
    • 25. Leverage sponsored/owned content
    • 26. Capitalize on interest created by breaking news (or extend a newsjack) with detailed expert commentary.
    • 27. The news releases SecureState has issued to promote their blog are the second-largest source of referrer contacts for the company.
    • 28. Pro tip: These are trackable URLs
    • 29. TACTICS Branded content matters, as long as it’s relevant and credible.
    • 30. Press releases are shared multiple times each minute on Twitter.
    • 31. Employ multimedia elements. • Visuals have their own distribution networks • Visuals draw eyeballs • Algorithms value visuals • People like pictures. • Better results accrue
    • 32. Drive interaction by atomizing content to surface different angles & appeal to different audiences. Entertainment Music Mom Travelers
    • 33. Market your messaging. Drive discovery with distribution.
    • 34. Use measurable links deliberately
    • 35. Align content and calls to action to your organization’s marketing funnel. (Yes. Your organization has one of these.) Reads Clicks # of specific outcomes Amplification
    • 36. Use keywords, but not for the reason you might think. 200% i nc r e a s e i n t r a f f i c !
    • 37. Headline length really matters. • Keep them short. Why? – Our data. (80-130) – Search engines (65) – AP system (80) – Twitter (100) • Use a subhead to keep peers happy.
    • 38. Thank you. Twitter: @sarahskerik LinkedIn: Blog: author/sarahskerik