Generation PR: One Message, Many Audiences - Silverpop 2011 Client Summit


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Generation PR: One Message, Many Audiences – Presentation by PR Newswire Global Director of Emerging Media, Michael Pranikoff at the Silverpop 2011 Client Summit in Atlanta. Find out more about Silverpop and PR Newswire at

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  • The 1960s were noteworthy for cementing TV as THE communications medium and introducing a new technology that one could argue is already a relic in today’s world
  • Today we are looking at a greater audience for news and information than ever before. The speed, breadth, and depth of information is reaching a wider audience then ever. The increased access and searchability of that content is also reaching new heights with journalists, investors, and consumers. This is now a hold of the financial industry as well as the casual investor as new technology allows people to make more informed decisions much more quickly.
  • SEO is the foundation of social media. You cannot today put your stuff out on line and think social media is going to do it. Counted has to be found first before it can be shared. Think how you can drive through search.
  • When we as communicators distribute news online, we are often looking at raising the visibility of an issue or campaign. Visibility is one of those things that we have measured for a long time in clips and hits.
  • Brands create more opportunities for engagement. The real secret to social media success is to create something that you what to share with your friend and is consistent with your brand message. Does it pass the “I gotta share this!” Test, the answer is usually, NO. If people want to share it people will write about it or copy it.
  • Send your news release out on a wire service. When you do so, make sure you are doing correct SEO properties, to drive back where you want them to go.
  • Generation PR: One Message, Many Audiences - Silverpop 2011 Client Summit

    1. 1. Generation PR<br />One Message<br />Many Audiences<br />Follow The Conversation on Twitter #spop11 <br />
    2. 2. Michael Pranikoff<br />Global Director, <br />Emerging Media<br />PR Newswire<br /><br /><br />Twitter / @mpranikoff<br />
    3. 3. Disclaimer: I am not a Guru. <br />All tips, recommendations, and ideas are from reading, exploring, and learning anyway that I can. I consider myself a B+ Student at best. <br />
    4. 4.
    5. 5. Engage opportunity across all channels<br />Social<br />Web sites<br />Search<br />Mobile<br />Video <br />sharing<br />CONTENT<br />Blogs<br />Microblogs<br />Print<br />Broadcast<br />
    6. 6. Engage opportunity with all key audiences<br />Investors<br />The Media<br />Bloggers<br />Decision <br />Makers<br />CONTENT<br />Influencers<br />Consumers<br />Shareholders<br />
    7. 7. Content<br />REVOLUTION<br />Follow The Conversation on Twitter #spop11 <br />
    8. 8.<br />
    9. 9. CONTENT is <br />
    10. 10.
    11. 11. Follow The Conversation on Twitter #spop11 <br />
    12. 12. PUSH<br />Photo credit:<br />
    13. 13. PULL<br />Photo credit:<br />
    14. 14. PULL<br />PUSH<br />CONTENT<br />
    15. 15. “In 1965, 80 percent of adults could be reached with three 60 second TV spots. Today it requires117 prime time Commercials to produce the same result” (Jim Stengel, CMO, P&G)<br />
    16. 16. Website<br />Email<br />News Release<br />Social media<br />Traditional<br />Media<br />Communications Channel Complexity<br />Video<br />Tradeshows<br />Search<br />Photos / Visualizations<br />Blog<br />
    17. 17. Old School<br />New School<br />Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media<br />
    18. 18. Newspapers: 30 mins<br />Magazines:<br />20 mins<br />Mobile: 50 mins<br />Internet: <br />2 hrs, 35 mins<br />TV: <br />4 hrs, 24 mins<br />
    19. 19.
    20. 20. The Emerging Media Landscape<br />User Generated<br />Editorial<br />Consumer<br />Business<br />
    21. 21. The Emerging Media Landscape<br />The Media Landscape is no longer static, so we can’t afford to be static either<br />User Generated<br />Editorial<br />Consumer<br />Business<br />
    22. 22. "Digital and Traditional for the ordinary person is all the same thing. It's all things they consume. It means nothing to them. In agencies and client organizations, people still don't understand this.“ <br />Ian Tait - Global Interactive Executive Creative Director at W+K<br />Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media<br />
    23. 23. SILOS in Corporations are<br />OldandCrumbling<br /><br />
    24. 24. Traditional Public Relations Model<br />The model has changed....<br />
    25. 25. Communications Comes Into Focus<br />Marketing<br />Public Relations<br />Companies want: <br /><ul><li>Direct access to consumers
    26. 26. Opportunities to engage with audiences
    27. 27. Continuous Messaging that is easy to share
    28. 28. Analytics, ROI</li></ul>They want to communicate in a way that combines PR, Marketing and Advertising.<br />Advertising<br />
    29. 29. Please Save The Kittens<br />
    30. 30. Trust<br />
    31. 31. TrustOverAttention<br />Trust will continue to replace attention as the Currency of the web and business. No one will pay attention if they don’t trust you.<br />
    32. 32. Where do you generally go first for news about a company? <br />Then where do you go?<br />
    33. 33.
    34. 34. News Traffic Landscape<br />Yahoo ranks as the top global news site. Google News is the second largest online news property in the world in terms of traffic. <br />Yahoo News<br />Google News<br />New York Times<br />CNN<br />China’s<br />BBC<br />MSN<br />Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media<br />
    35. 35. Follow The Conversation on Twitter #spop11 <br />Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media<br />
    36. 36. Are you driving the conversation?<br /><br />
    37. 37. Letting go of control.<br />Follow The Conversation on Twitter #spop11 <br />
    38. 38. Mainstream Media Pickup<br />Blogs / Twitter / Online Pubs<br />Immediate Online Pickup<br />Weekly Trade Pubs<br />Monthly Trades<br />Quarterly Pubs / Journals<br />Search Share Blog <br />Release Goes Out<br />The Long Tail of Corporate Content<br />News Release<br />Conversation<br />Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media<br />
    39. 39. Head<br />Traditional Media<br />Reaching Billions<br />Reach<br />MILLIONS<br />Online Media<br />SEARCH<br />Tail <br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media based on Immediate Future, 6/06<br />
    40. 40. The Long Tail of Corporate Content<br />Over Six Months<br />Amount of Coverage<br />What Needs to happen today – Shorter Releases on a more regular basis<br />Time From Origination<br />Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media<br />
    41. 41. Consistent<br />Communications<br />Matters<br />
    42. 42. “<br />I never skate to where the puck is, I always skate to where the puck is going to be. <br />Wayne Gretzky – Hall of Fame Hockey Player<br />
    43. 43. Building the Foundation<br />SEO<br />
    44. 44.
    45. 45. Story<br />Time<br />
    46. 46.
    47. 47.
    48. 48.
    49. 49. Search Goes Social<br />
    50. 50. Search Goes Social<br />
    51. 51. Contentis<br />KING!<br />
    52. 52. Contextis<br />The Almighty <br />
    53. 53. Surround Your Content with Links to Relevant Content<br />
    54. 54. Make Your Content Easy to Use<br />
    55. 55. Make Your Content Easy to Use<br />
    56. 56. Each month, PR Newswire press releases are:<br /><ul><li>Shared on social networks more than 10,000 times.
    57. 57. Emailed more than 13,000 times
    58. 58. Printed more than 32,000 times.</li></ul>Make Your Content Easy to Use<br />
    59. 59. Make Sure YOU have a good Linking Strategy<br />
    60. 60. SEO & SOCIAL MEDIA<br />ARE BUDDIES<br />Photo credit: <br />
    61. 61. Visibility<br />Photo credit:<br />
    62. 62. Engagement<br />The 3 I’s of Engagement<br /><ul><li>Interaction– The actions a person takes while present at those touch points
    63. 63. Intimacy– The affection a person holds for a brand
    64. 64. Influence– The likelihood a person is to advocate on behalf of the brand </li></ul>Photo credit:<br />
    65. 65. Visibility + Engagement = Increased Sharing of Content<br />Rarely Shared<br />Frequently Shared<br /><ul><li>Free Trials
    66. 66. Product Info
    67. 67. Product Documentation
    68. 68. New Data
    69. 69. Funny
    70. 70. Infographics
    71. 71. Survey Results</li></ul>Source: HubSpot<br />
    72. 72. Make Your ContentDirectional<br />
    73. 73.
    74. 74. more multimedia = more views <br />Increase in average online views per press release, when multimedia elements are added.<br />Source: PR Newswire web analytics.<br />
    75. 75. Story<br />Time<br />
    76. 76.
    77. 77.
    78. 78.
    79. 79.
    80. 80.
    81. 81.
    82. 82.
    83. 83. Analyze<br />
    84. 84.
    85. 85. Leave A Trail of Breadcrumbs<br /><br />
    86. 86. Don’t Be Afraid To Try Something New<br />
    87. 87. Make it Easy ToAccess, View&UseYOURContent !<br />
    88. 88. “<br />By listening, marketing will re-learn how to talk”<br /> - Cluetrain Manifesto<br />
    89. 89. Michael Pranikoff<br />Global Director, <br />Emerging Media<br />PR Newswire<br /><br /><br />Twitter / @mpranikoff<br />