0
Why Storytelling Matters to PR
Hello!
@sarahskerik
of @prnewswire
@sarahskerik @prnewswire
@sarahskerik @prnewswire
@sarahskerik @prnewswire
@sarahskerik @prnewswire
Overview: why stories matter
• Context
– Attention market & audience preferences
– What makes messages stick?
• Narrative ...
@sarahskerik @prnewswire
Stories rely on the intended audience to
develop their own imagery and detail to
complete and, mo...
@sarahskerik @prnewswire
Not only are the language processing parts in our brain
activated, but any other area in our brai...
Audience behavior can make or break a campaign.
Our messages are competing
for attention with people’s
friends, spouses, c...
People are looking for ever more specific information.
@sarahskerik @prnewswire
Intel today speaks in specifics, rendered in stories about people
“like me”
@sarahskerik @prnewswire
Your audience has already busted your silos - even if your
organization doesn’t know it yet.
@sarahskerik @prnewswire
Everything you (or your client) publishes becomes a digital
ambassador for your organization.
@sarahskerik @prnewswire
htt...
WHAT MAKES MESSAGES STICK?
@sarahskerik @prnewswire
5 keys to making your story stick:
Simple
Unexpected
Concrete
Emotional
Credible
@sarahskerik @prnewswire
Your story must have a point, and that point is
engendering a specific audience response.
Inspiration
ConfidenceEnthusiasm...
WHY STICKINESS IS IMPORTANT
@sarahskerik @prnewswire
@sarahskerik @prnewswire
However, social is more
important than you may
think and these numbers
indicate.
@sarahskerik @prnewswire
SearchMetrics
@sarahskerik @prnewswire
Social media popularity absolutely informs search engine
rankings & drives overall online visibility.
@sarahskerik @prnews...
@sarahskerik @prnewswire
NYT: Why do people share online?
+80%+38%
+80%
Earned media is more effective than branded content
Source: In-lab study by Nielsen, commissioned by inPower...
Everything we publish can gain earned media credibility.
@sarahskerik @prnewswire
… and here’s why.
@sarahskerik @prnewswire
Google is publicly acknowledging that every
time your brand gets a mention in a story, that
counts as an implied link that...
Earned
media
Social
sharing
Search
rank
@sarahskerik @prnewswire
THE TACTICS
@sarahskerik @prnewswire
Atomize your content & surface all of the story angles.
Movies
Music
Mom
Travel
Power suckers
Enthusiasts
Be interesting.
@sarahskerik @prnewswire
Be interesting, cont’d.
@sarahskerik @prnewswire
SocialRadar
Unequivocal
headline
Multiple
visuals
including a
demo
Call to action!
Download
here!
@sarahskerik @prnewswire
Bullets and
bold highlight
key points
Writer
anticipates
reader
questions
Social links
invite
interaction
Put the audience front and center … in all messaging
Provocative headline
draws readers in.
Subhead adds more detail
Lead paragraph starts with
an interesting statement,
not b...
All boilerplate material,
event information and
branding (except the
mention in the subhead)
are moved to the
bottom of th...
Messages that are
easy to scan are
easy to share.
Visual elements increase press release views by almost 10 x.
@sarahskerik @prnewswire
Source: 2013 PR Newswire & PR News Multimedia Survey
http://blog.prnewswire.com/2013/08/27/79-of-pr-pros-believe-video-is-...
But visuals are
added to only
14% of press
releases.
@sarahskerik @prnewswire
MEA$UREMENT
PR measurement has to measure more than PR output.
@sarahskerik @prnewswire
• Rethink earned media. A tweet
from the right...
Tie outcomes to your organization’s marketing funnel.
(Yes. Your organization has one of these.)
Reads
Clicks
Amplificatio...
Measuring PR’s impact on search & the top line
• Is your organization web site appearing
higher in search results for spec...
Thank you!
@sarahskerik
Linkedin.com/in/sarahskerik
http://promotions.prnewswire.com/discover.html
Consider becoming a Puget Sound PRSA member!
The Public Relations Society of America (PRSA) is the world’s
largest organiz...
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Puget Sound PRSA: Storytelling for PR

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The presentation deck from the May 8 Puget Sound PRSA chapter breakfast meeting. Presented by Sarah Skerik of PR Newswire, on the topic of using storytelling tactics for PR.

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Transcript of "Puget Sound PRSA: Storytelling for PR"

  1. 1. Why Storytelling Matters to PR
  2. 2. Hello! @sarahskerik of @prnewswire
  3. 3. @sarahskerik @prnewswire
  4. 4. @sarahskerik @prnewswire
  5. 5. @sarahskerik @prnewswire
  6. 6. @sarahskerik @prnewswire
  7. 7. Overview: why stories matter • Context – Attention market & audience preferences – What makes messages stick? • Narrative power • Emotional connections • Why story “stickiness” is important for brands – The social – search connection – Earned media – importance & evolution of • The tactics – Determining outcome – Divining story themes – Measurement @sarahskerik @prnewswire
  8. 8. @sarahskerik @prnewswire Stories rely on the intended audience to develop their own imagery and detail to complete and, most importantly, to co- create, whereas content does not. link
  9. 9. @sarahskerik @prnewswire Not only are the language processing parts in our brain activated, but any other area in our brain, that we would use when experiencing the events of the story are too.
  10. 10. Audience behavior can make or break a campaign. Our messages are competing for attention with people’s friends, spouses, children … and kittens. Content that isn’t read drops out of sight quickly. Social media popularity dictates a lot of what we see across the web. They’re a communicator’s nightmare. @sarahskerik @prnewswire
  11. 11. People are looking for ever more specific information. @sarahskerik @prnewswire
  12. 12. Intel today speaks in specifics, rendered in stories about people “like me” @sarahskerik @prnewswire
  13. 13. Your audience has already busted your silos - even if your organization doesn’t know it yet. @sarahskerik @prnewswire
  14. 14. Everything you (or your client) publishes becomes a digital ambassador for your organization. @sarahskerik @prnewswire http://inkhouse.com/downloads/watch_read_tweet.pdf
  15. 15. WHAT MAKES MESSAGES STICK? @sarahskerik @prnewswire
  16. 16. 5 keys to making your story stick: Simple Unexpected Concrete Emotional Credible @sarahskerik @prnewswire
  17. 17. Your story must have a point, and that point is engendering a specific audience response. Inspiration ConfidenceEnthusiasm @sarahskerik @prnewswire
  18. 18. WHY STICKINESS IS IMPORTANT @sarahskerik @prnewswire
  19. 19. @sarahskerik @prnewswire
  20. 20. However, social is more important than you may think and these numbers indicate. @sarahskerik @prnewswire
  21. 21. SearchMetrics @sarahskerik @prnewswire
  22. 22. Social media popularity absolutely informs search engine rankings & drives overall online visibility. @sarahskerik @prnewswire
  23. 23. @sarahskerik @prnewswire NYT: Why do people share online?
  24. 24. +80%+38% +80% Earned media is more effective than branded content Source: In-lab study by Nielsen, commissioned by inPowered, March 2014 @sarahskerik @prnewswire
  25. 25. Everything we publish can gain earned media credibility. @sarahskerik @prnewswire
  26. 26. … and here’s why. @sarahskerik @prnewswire
  27. 27. Google is publicly acknowledging that every time your brand gets a mention in a story, that counts as an implied link that affects your SEO, that affects how many links there are to your website, which in turn affects how well your site shows up when someone is searching for your brand. In short, PR is SEO. - Christopher Penn, Shift Communications. @sarahskerik @prnewswire
  28. 28. Earned media Social sharing Search rank @sarahskerik @prnewswire
  29. 29. THE TACTICS @sarahskerik @prnewswire
  30. 30. Atomize your content & surface all of the story angles. Movies Music Mom Travel Power suckers Enthusiasts
  31. 31. Be interesting. @sarahskerik @prnewswire
  32. 32. Be interesting, cont’d. @sarahskerik @prnewswire
  33. 33. SocialRadar Unequivocal headline Multiple visuals including a demo Call to action! Download here! @sarahskerik @prnewswire
  34. 34. Bullets and bold highlight key points Writer anticipates reader questions Social links invite interaction
  35. 35. Put the audience front and center … in all messaging
  36. 36. Provocative headline draws readers in. Subhead adds more detail Lead paragraph starts with an interesting statement, not boilerplate. Bold font and provocative section heads draw readers’ eyes in, and build more attention. Restrained use of links directs readers to a specific call to action.
  37. 37. All boilerplate material, event information and branding (except the mention in the subhead) are moved to the bottom of the release. The higher-value real- estate at the top of the message is solely devoted to gaining and keeping reader interest.
  38. 38. Messages that are easy to scan are easy to share.
  39. 39. Visual elements increase press release views by almost 10 x. @sarahskerik @prnewswire
  40. 40. Source: 2013 PR Newswire & PR News Multimedia Survey http://blog.prnewswire.com/2013/08/27/79-of-pr-pros-believe-video-is-underutilized-infographic/
  41. 41. But visuals are added to only 14% of press releases.
  42. 42. @sarahskerik @prnewswire MEA$UREMENT
  43. 43. PR measurement has to measure more than PR output. @sarahskerik @prnewswire • Rethink earned media. A tweet from the right person can be as valuable as media pick up. • Measure results over time. • Assess results holistically, assessing individual tactic success and as well as the whole. • Strive to quantify PR outcomes in the context of business results.
  44. 44. Tie outcomes to your organization’s marketing funnel. (Yes. Your organization has one of these.) Reads Clicks Amplification (rinse & repeat) Other actions, leads, downloads, etc.
  45. 45. Measuring PR’s impact on search & the top line • Is your organization web site appearing higher in search results for specific keywords? Search rank: • Are more people searching specific keywords finding your organization web site? Search query volume: • Are PR messages driving visitors to specific pages on the organization web site? Increased inbound traffic to specific web pages: • Is PR attracting more people with high potential to become customers? Are they spending more money? Increase in lead score or improvement in conversion rate: @sarahskerik @prnewswire
  46. 46. Thank you! @sarahskerik Linkedin.com/in/sarahskerik http://promotions.prnewswire.com/discover.html
  47. 47. Consider becoming a Puget Sound PRSA member! The Public Relations Society of America (PRSA) is the world’s largest organization of public relations professionals; dedicated to enhancing the public relations profession and the professional. In addition to PRSA National, the local Puget Sound PRSA offers high quality professional development training, events and seminars, networking and more. Membership dues are tiered by experience level and group rates are available. For more information on membership, contact Jacque Coe, APR, VP of Membership at thecoes@msn.com or visit www.pugetsoundprsa.org @sarahskerik @prnewswire
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