Newsworthiness: New Context & Opportunities for PR
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Newsworthiness: New Context & Opportunities for PR

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News media are evolving to serve audiences rich, niche, mobile-friendly content. Is public relations keeping up? This deck covers the evolution of news rooms and content, and offers tips and best ...

News media are evolving to serve audiences rich, niche, mobile-friendly content. Is public relations keeping up? This deck covers the evolution of news rooms and content, and offers tips and best practices for developing press releases and other PR content that media - and audiences - will value.

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Newsworthiness: New Context & Opportunities for PR Newsworthiness: New Context & Opportunities for PR Presentation Transcript

  • #prsaicon @sarahskerik @prnewswire NEWSWORTHINESS New context & opportunities for PR
  • @sarahskerik @prnewswire Hello. Sarah Skerik VP content marketing @sarahskerik linkedin.com/in/sarahskerik #PRSAicon
  • @sarahskerik @prnewswire 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
  • #prsaicon @sarahskerik @prnewswire MEDIA EVOLUTION The game has changed. Has your approach evolved?
  • http://onesecond.designly.com/
  • @sarahskerik @prnewswire
  • @sarahskerik @prnewswire The new PR reality: We’re competing for finite audience attention against an infinite ocean of content.
  • @sarahskerik @prnewswire TV lost out to the web back in 2008… Source: Dr. Don E. Schulz, Professor Emeritus-inService, IMC at the Medill School, Northwestern University
  • @sarahskerik @prnewswire For news, TV is fast losing ground to digital.
  • @sarahskerik @prnewswire Facebook is where we spend our time. TV and Internet Consumption vs. Facebook as Favorite Site 150 145 18 16 Facebook 140 135 14 Internet 12 130 10 125 TV 8 120 6 115 110 105 4 Source: Dr. Don E. Schulz, Professor Emeritus-inService, IMC at the Medill School, Northwestern2 University 100 0 December June 2005 December June 2006 December June 2007 December June 2008 December June 2009 December June 2010 December June 2011 December June 2012 2004 2005 2006 2007 2008 2009 2010 2011
  • @sarahskerik @prnewswire Social popularity drives content visibility in search engines.
  • #prsaicon @sarahskerik @prnewswire 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
  • @sarahskerik @prnewswire The ‘social message’ containing friends’ pictures directly increased turnout by 60,000 votes and indirectly increased turnout by 280,000 votes because many social-message recipients shared the message with their contacts. Nature, 2012
  • @sarahskerik @prnewswire 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
  • #prsaicon @sarahskerik @prnewswire Influence is no longer linear. It’s ongoing.
  • @sarahskerik @prnewswire We’re looking for really granular stuff
  • @sarahskerik @prnewswire And we’re OK with branded content. Excerpt from Sharethrough infographic
  • #prsaicon @sarahskerik @prnewswire
  • @sarahskerik @prnewswire The common element is RELEVANCE.
  • @sarahskerik @prnewswire
  • #prsaicon @sarahskerik @prnewswire SO WHAT DOES THIS MEAN FOR PR?
  • #prsaicon @sarahskerik @prnewswire Our brands live in ecosystems & the audiences are beating hearts.
  • #prsaicon @sarahskerik @prnewswire Your audience has already busted your siloes (even if your organization doesn’t know it yet.)
  • #prsaicon @sarahskerik @prnewswire 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.
  • #prsaicon @sarahskerik @prnewswire 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.
  • #prsaicon @sarahskerik @prnewswire Then Now Fuzzy measurement Measurable outcomes Media luminaries Influencers PR “stunts” Viral Content Print media pick-up Interaction
  • @sarahskerik @prnewswire Interaction is an outcome • The value is in amplification. • Digital activity can be measured: • Traffic to a related microsite) • Number of times something was shared • Search rank • Conversions!
  • @sarahskerik @prnewswire Forget viral. Popular content has a long lifespan.
  • #prsaicon @sarahskerik @prnewswire
  • #prsaicon @sarahskerik @prnewswire Interaction + Relevance = Ongoing Value Pro tip: Measure ongoing results! Source: Forrester
  • #prsaicon @sarahskerik @prnewswire NEWSMAKERS Finding the stories & story-tellers
  • #prsaicon @sarahskerik @prnewswire Mine your organization for interesting stories, relevant content & news opportunities. Ask “What can the brand add to the conversation?”
  • @sarahskerik @prnewswire Find your newsmakers*. (Okay, interesting content makers.) Marketing • Illustrate & explain data. Niche experts • Draw back the curtain. Front-line teams • Share their perspective. Customers • Prove your worth. Influencers • Inspire your audience.
  • @sarahskerik @prnewswire Leverage sponsored/owned content
  • @sarahskerik @prnewswire
  • @sarahskerik @prnewswire
  • @sarahskerik @prnewswire
  • @sarahskerik @prnewswire
  • #prsaicon @sarahskerik @prnewswire Pro tip: These are trackable URLs
  • #prsaicon @sarahskerik @prnewswire TACTICS Branded content matters, as long as it’s relevant and credible.
  • #prsaicon @sarahskerik @prnewswire
  • #prsaicon @sarahskerik @prnewswire Press releases are shared multiple times each minute on Twitter.
  • #prsaicon @sarahskerik @prnewswire
  • @sarahskerik @prnewswire Employ multimedia elements. • Visuals have their own distribution networks • Visuals draw eyeballs • Algorithms value visuals • People like pictures. • Better results accrue
  • #prsaicon @sarahskerik @prnewswire Drive interaction by atomizing content to surface different angles & appeal to different audiences. Music Music Mom Travelers
  • #prsaicon @sarahskerik @prnewswire Market your messaging. Drive discovery with distribution.
  • #prsaicon @sarahskerik @prnewswire Tie outcomes to your organization’s marketing funnel. (Yes. Your organization has one of these.) Reads Clicks # of specific outcomes Amplification
  • @sarahskerik @prnewswire Use measurable links deliberately
  • Use keywords, but not for the reason you might think. 200% increase in traffic!
  • 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.
  • @sarahskerik @prnewswire Thank you. Twitter: @sarahskerik LinkedIn: http://linkedin.com/in/sarahskerik Blog: http://bit.ly/16UoCNU http://blog.prnewswire.com/ author/sarahskerik