The Future Trends in
Communications - Beyond Media,
Beyond Delivery, Beyond Borders
A Guide For Navigating The Future Communications
Landscape
Susan McPherson, Vice President
PR Newswire
Authentic Communications
April 24, 2008

Evolution of Communications –
A Rapidly Changing World Rise of Citizen Journalism
Major dailies
go online
Podcasts
First fax machine
Email
becomes
standard
Precursor to
Email, internet go
internet Apple Mac Text
mobile.
First press
developed messaging
release over
newswire
1950s 1960s 1970s 1980s 1990s 2000s
First transatlantic IM-ing
Cell phone Rise of social
phone call via cable goes
network networks
Google
global
launched
becomes
Web free to
verb
TV = Mainstream all
Satellites
JFK, Vietnam, Moon
transmit
programming
Drudge Breaks User-generated content
Lewinsky explodes

Communications Arsenal
“A weapon unused is a useless weapon,” Spies Like Us (1985)
Conventional Arms Cutting Edge Tactics
Press releases Press releases with
multimedia, social media
Media alerts
Blogs
Reporter outreach
Social networking
Web site
Video sharing
Press events
RSS
SMTs
Search optimization
VNRs
Podcasts
Mobile alerts

Weighing Web 2.0
• Emerging communications tools and technologies have real
value
Blogs
Search
Technorati is indexing 112 million blogs
with 175 thousand new ones appearing GOOG = $151 billion market
each day... 11% or approx. 13 million of cap
those blogs have active posts in the last
TWX + NWS = $119 billion
60 days
Jan. 2008: 10.5 billion searches
Wall Street Journal = 21 current blogs at top search engines (comScore)
BusinessWeek = 20 current blogs
Online advertising
Social networking 2007: $775 million in online
video ads
2005: News Corp acquires MySpace -
$580 million 2011: $4.3 billion projected
(eMarketer June 2007)
2007: Microsoft investment values
Facebook - $15 billion
Mobile communications
2007: $83 million in mobile
Video sharing
search advertising spending
Dec. 2007: 10 billion videos viewed online
2012: $3.7 billion projected
– (comScore Video Metrix)
(eMarketer February 2008)

Make the Most of Your Messages
BE
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Beyond Media
• What is Beyond Media?
• Reporters no longer information
“gatekeepers”
• “Citizen journalists” are increasingly
influential
'Citizen Journalists' Evade Blackout On Myanmar News
• Many voices, many opinions Blogs and Shaky Videos Find Way Into Mainstream;
Photo of Bloody Sandals
By GEOFFREY A. FOWLER
September 28, 2007
As Myanmar's regime cracks down on a
growing protest movement, \"citizen
• Social networking, blogs, and video / data journalists\" are breaking the news to the
world.
sharing blur lines of communication At 1:30 yesterday afternoon, a cellphone
buzzed with news for Soe Myint, the editor
in chief of Mizzima News, a publication
• In-formality reigns about Myanmar run by exiles in New
Delhi....

Beyond Media - Advantages
• Reach those who are REALLY interested
• More direct (intimate) contact
• Exchange of ideas
• Give and take promotes passion
• Losing “control” of messages…and loving it
• Viral opportunities are enormous
• Greater impact, less budget

Beyond Media - Challenges
• Requires different mindset
• Risk vs. reward
• Must be willing to lose
‘control’ somewhat
• Sharing information
• Less telling; more listening
and conversing
• Learn the rules of the road
• Social networks and blogs
• Prepare to be criticized
• Thick skin needed

Beyond Media – Real Results
• Domino’s Pizza Multimedia News Release
promotes launch of Cheesy Garlic Bread Pizza
• Interactive TV ad enabled customers to insert
themselves into ad
• Free indie music downloads on website
• Fan Fuel Sweepstakes introduced by
Domino’s NASCAR Driver
• Results:
• 1295 photo downloads
• 11,304 unique page views
• 113,380 online video streams; 86,000 streams
on YouTube alone

Beyond Delivery
• What is Beyond Delivery?
• “Shotgun strategy” doesn’t work
• Get to know your target audience
• How do they speak?
• What influences them?
• Where do they get their information?
• Direct engagement; real-time
interactivity

Beyond Delivery –
Know Your Audience
• Lurk before you
leap!
• Listen to what
language they use to
talk about your
industry/product/servi
ce 7
7 6 6
6 6 6
6 5
5 5
5 4 4 44
• Take time to ‘get to 4 4 4 44
Posts
4
Posts
3 3
3
know’ your 3 3
3 2 2
2 2 2
influencers. 21 11 1
1 1 11 1
1
• Who are they? 0
0 4/29/2007 5/6/2007 5/13/2007 5/20/2007 5/27/2007 6/3/2007 6/10/2007
4/29/2007 5/6/2007 5/13/2007 5/20/2007 5/27/2007 6/3/2007 6/10/2007
• What motivates Week Ending
Week Ending
them? Voices Existing Voices New Positive Voices New Negative
Voices Existing Voices New Positive Voices New Negative
• Where do they
get their
information?
• Whom do they
trust?
• How can you
best serve
them?

Beyond Delivery –
Your Audience Working For You
• Web 2.0 can create a
cascading effect
• Tools like del.icio.us can
give one person the
power to influence many
• Del.icio.us also offers a
window onto one’s
message
• Learn how people
characterizing your
company, the
competition, and more

Beyond Delivery – It Works!
• Political Campaigns Embrace the Internet
• Obama Girl and Will.I.Am give Obama free viral
marketing
• Ron Paul supporters organize via Facebook, MeetUp,
World of Warcraft
Yes We Can

Beyond Borders
• What is Beyond Borders?
• Communications “Pangaea”
• Technology is shrinking world
• Messages must resonate outside core
• Age, Ethnicity, Language
• Ubiquity of information
• All parties get information
simultaneously…for better or worse

Beyond Borders –
Harnessing the Power
• Message development and customization
• Language and syntax
• Effective targeting (media)
• Timing
• Engaging and interacting

Beyond Borders – It’s Real
• Messages Transmitted Globally in an
Instant
• Mad Cow outbreak in UK causes global
panic among carnivores
• Isolated incident causes panic in
countries around the world

Beyond Borders – It’s Real

Beyond Media, Beyond Delivery,
Beyond Borders
• Blending Old and New
• Conventional and “un”conventional
• Traditional still powerful
Conventional Arms Cutting Edge Tactics
Press releases Press releases with
multimedia, social media
Media alerts
Blogs
News coverage
Social networking
Web site
Video sharing
Press events
RSS
SMTs
Search optimization
Video news release
Podcasts
Mobile alerts