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#PRMIXER / @mpranikoff
Michael Pranikoff
Global Director,
Emerging Media
PR Newswire
http://about.me/michaelpranikoff
michael.pranikoff@prnewswir...
#PRMIXER / @mpranikoff
Image source: http://www.threewingsmedia.com/2011_02_01_archive.html
ADVERTISER
• Pushes information
• Needs to listen
• F...
PULL
PUSH
CONTENT
#PRMIXER / @mpranikoff
The creation and sharing of high
quality, valuable content by the
brand to engage current &
potential audience and
influen...
The value exchange
BRAND
Currency = Content
AUDIENCE
Currency = Personal Info
Jane Smith
jane.smith@xyz.com
555-555-5555
C...
The future is now
OWNED
MEDIA
EARNED
MEDIA
PAID
MEDIA
SOCIAL + SEARCH + MOBILE
A brand pays to place
ad or content in a
ch...
CONNECTED =
ENGAGED
#PRMIXER / @mpranikoff
Classic Story Arc
x = time
y = tension
opening
scene
climax
dénouement
Earned Media
beginning middle end
Adapted from Lou ...
The New Story ARC….Spike
x = time
y = change
Old Way New Way
future
storytelling
fodder
Adapted from Lou Hoffman - www.Hof...
Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/
Visibility
Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/
Engagement
The 3 I’s of Engagement
• Interaction ...
Content such as Blog Posts & YouTube videos can
Educate Customers to the point where they’re ready to buy
57%
More
confida...
Using multimedia in
your releases increases
journalist and public
engagement
According to internal sample research compari...
Content Must Be Mapped To Business
Objectives
#PRMIXER / @mpranikoff
Content Must Be Appealing
#PRMIXER / @mpranikoff
Content Must Be Easy To Be Found
#PRMIXER / @mpranikoff
Publish a steady
stream of content
Keep it relevant
& interesting
TRUST RELIABILITY DELIGHT
Adapted via: http://danspira.c...
Converged Content: #Trending in PR
Converged Content: #Trending in PR
Converged Content: #Trending in PR
Converged Content: #Trending in PR
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Converged Content: #Trending in PR

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Presentation by PR Newswire Global Director of Emerging Media, Michael Pranikoff, for the Montreal #PRMixer event held on June 18, 2013 and sponsored by CNW – a PR Newswire Company. This presentation was about how marketing & public relations are converging through story telling as modern media consumption habits are changing.

Published in: Business, Technology
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Converged Content: #Trending in PR

  1. 1. #PRMIXER / @mpranikoff
  2. 2. Michael Pranikoff Global Director, Emerging Media PR Newswire http://about.me/michaelpranikoff michael.pranikoff@prnewswire.com Twitter / @mpranikoff
  3. 3. #PRMIXER / @mpranikoff
  4. 4. Image source: http://www.threewingsmedia.com/2011_02_01_archive.html ADVERTISER • Pushes information • Needs to listen • Focuses on transactions CONSUMER • Values authenticity • Wants to be heard • Expects an immediate response to questions #PRMIXER / @mpranikoff
  5. 5. PULL PUSH CONTENT
  6. 6. #PRMIXER / @mpranikoff
  7. 7. The creation and sharing of high quality, valuable content by the brand to engage current & potential audience and influencers. Content Marketing Content Marketing will AMPLIFY your existing media campaigns, increase VISIBILITY and drive ENGAGEMENT leading to your desired outcome. CHOICE PREFERENCE CONSIDERATION AWARENESS #PRMIXER / @mpranikoff
  8. 8. The value exchange BRAND Currency = Content AUDIENCE Currency = Personal Info Jane Smith jane.smith@xyz.com 555-555-5555 CEO, XYZ Corp. 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 #PRMIXER / @mpranikoff
  9. 9. The future is now OWNED MEDIA EARNED MEDIA PAID MEDIA SOCIAL + SEARCH + MOBILE A brand pays to place ad or content in a channel to drive conversation forward. Publicity gained through influencer promotion, including shares, likes & tweets. Brand published content to drive earned media and sustain buzz around brand. • Advertising • Events • Direct Marketing • Press pickup • Blog mention • Social sharing • Word of Mouth • Company blogs • Company website • Company social accounts #PRMIXER / @mpranikoff
  10. 10. CONNECTED = ENGAGED
  11. 11. #PRMIXER / @mpranikoff
  12. 12. Classic Story Arc x = time y = tension opening scene climax dénouement Earned Media beginning middle end Adapted from Lou Hoffman - www.Hoffman.com 72 Hours – 96 Hours #PRMIXER / @mpranikoff
  13. 13. The New Story ARC….Spike x = time y = change Old Way New Way future storytelling fodder Adapted from Lou Hoffman - www.Hoffman.com #PRMIXER / @mpranikoff
  14. 14. Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/ Visibility
  15. 15. Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/ Engagement The 3 I’s of Engagement • Interaction – The actions a person takes while present at those touch points • Intimacy – The affection a person holds for a brand • Influence – The likelihood a person is to advocate on behalf of the brand
  16. 16. Content such as Blog Posts & YouTube videos can Educate Customers to the point where they’re ready to buy 57% More confidant of making a purchase online #PRMIXER / @mpranikoff
  17. 17. Using multimedia in your releases increases journalist and public engagement According to internal sample research comparing press releases that contain multimedia with those that do not. #PRMIXER / @mpranikoff
  18. 18. Content Must Be Mapped To Business Objectives #PRMIXER / @mpranikoff
  19. 19. Content Must Be Appealing #PRMIXER / @mpranikoff
  20. 20. Content Must Be Easy To Be Found #PRMIXER / @mpranikoff
  21. 21. Publish a steady stream of content Keep it relevant & interesting TRUST RELIABILITY DELIGHT Adapted via: http://danspira.com/2011/09/10/make-room-for-follow-through/

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