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Michael Pranikoff
Global Director,
Emerging Media
PR Newswire
http://about.me/michaelpranikoff
michael.pranikoff@prnewswir...
http://vimeo.com/85880042
Source: http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page
Source: http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page
Source: http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page
Source: http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page
AWARENESS
CONSIDERATION
PREFERENCE
CHOICE

Source: http://flic.kr/p/crZSBm
Source: Pocket Your Shop
More Multimedia = More Views

* The number of stories with downloadable files such as PDFs, PPTs, DOCs is
significantly fe...
Using multimedia in
your releases increases
journalist and public
engagement By 35%
According to internal sample research ...
http://www.multivu.com/mnr/62657-otsukapharmaceutical-new-global-website
BRAND

AUDIENCE

Currency = Content

Currency = Personal Info

The brand continuously delivers
relevant content & establis...
Source: Forrester Research Put Distribution At The Heart Of Content Marketing– 10/3/12
Source: Forrester Research Put Distribution At The Heart Of Content Marketing– 10/3/12
Publish a steady
stream of content

TRUST

RELIABILITY

DELIGHT

Keep it relevant
& interesting

@mpranikoff

#bdi1
Complex to Simplicity:  Marketing Complex Topics Needs Simplicity
Complex to Simplicity:  Marketing Complex Topics Needs Simplicity
Complex to Simplicity:  Marketing Complex Topics Needs Simplicity
Complex to Simplicity:  Marketing Complex Topics Needs Simplicity
Complex to Simplicity:  Marketing Complex Topics Needs Simplicity
Complex to Simplicity:  Marketing Complex Topics Needs Simplicity
Complex to Simplicity:  Marketing Complex Topics Needs Simplicity
Complex to Simplicity:  Marketing Complex Topics Needs Simplicity
Complex to Simplicity:  Marketing Complex Topics Needs Simplicity
Complex to Simplicity:  Marketing Complex Topics Needs Simplicity
Complex to Simplicity:  Marketing Complex Topics Needs Simplicity
Complex to Simplicity:  Marketing Complex Topics Needs Simplicity
Complex to Simplicity:  Marketing Complex Topics Needs Simplicity
Complex to Simplicity:  Marketing Complex Topics Needs Simplicity
Complex to Simplicity:  Marketing Complex Topics Needs Simplicity
Complex to Simplicity:  Marketing Complex Topics Needs Simplicity
Complex to Simplicity:  Marketing Complex Topics Needs Simplicity
Complex to Simplicity:  Marketing Complex Topics Needs Simplicity
Complex to Simplicity:  Marketing Complex Topics Needs Simplicity
Complex to Simplicity:  Marketing Complex Topics Needs Simplicity
Complex to Simplicity:  Marketing Complex Topics Needs Simplicity
Complex to Simplicity:  Marketing Complex Topics Needs Simplicity
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Complex to Simplicity: Marketing Complex Topics Needs Simplicity

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Presentation given by PR Newswire Global Director of Emerging Media, Michael Pranikoff at the Business Development Institute (BDI) Future of Healthcare Communications Summit on Feb. 25, 2014 in NYC. Complex doesn't always equal complicated. Simple doesn't always mean easily understood. As communicators we often have to take complex products / services and break them down into easily understood pieces. Communicating the complexities of the ACA is a tall order even for the best marketer. There are thousands of nuances of the legislation that apply to different people, products, and companies. Communicating messages today has gotten even more complex with all of the different channels and the changing pace of the media landscape. Learn about the latest trends, strategies, and tactics to simplify the complex message to reach the most niche audience to the broadest swath of the public.

Published in: Marketing, Business

Complex to Simplicity: Marketing Complex Topics Needs Simplicity

  1. Michael Pranikoff Global Director, Emerging Media PR Newswire http://about.me/michaelpranikoff michael.pranikoff@prnewswire.com Twitter / @mpranikoff
  2. http://vimeo.com/85880042
  3. Source: http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page
  4. Source: http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page
  5. Source: http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page
  6. Source: http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page
  7. AWARENESS CONSIDERATION PREFERENCE CHOICE Source: http://flic.kr/p/crZSBm
  8. Source: Pocket Your Shop
  9. More Multimedia = More Views * The number of stories with downloadable files such as PDFs, PPTs, DOCs is significantly fewer than those without, however the data shows the potential for very high visibility when such assets are included along with other multimedia assets. Source: PR Newswire Web Analytics, June 2012
  10. Using multimedia in your releases increases journalist and public engagement By 35% According to internal sample research comparing press releases that contain multimedia with those that do not.
  11. http://www.multivu.com/mnr/62657-otsukapharmaceutical-new-global-website
  12. BRAND AUDIENCE Currency = Content Currency = Personal Info The brand continuously delivers relevant content & establishes its worth to the audience The audience trusts the brand enough to identify themselves & grant permission for engagement Jane Smith jane.smith@xyz.com 555-555-5555 CEO, XYZ Corp.
  13. Source: Forrester Research Put Distribution At The Heart Of Content Marketing– 10/3/12
  14. Source: Forrester Research Put Distribution At The Heart Of Content Marketing– 10/3/12
  15. Publish a steady stream of content TRUST RELIABILITY DELIGHT Keep it relevant & interesting @mpranikoff #bdi1

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