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@mpranikoff#PRSANELuncheon
@mpranikoff#PRSANELuncheonMichael PranikoffGlobal Director, Emerging MediaPR Newswirehttp://about.me/michaelpranikoffmicha...
@mpranikoff#PRSANELuncheon
@mpranikoff#PRSANELuncheonPaid MediaTraditional AdsOwned MediaCorporate ContentEarned MediaOrganicConverged Media 
Promote...
@mpranikoff#PRSANELuncheon 
Company News 
Tweets 
Facebook posts 
Demos 
Surveys 
Case studies 
Whitepapers 
Collateral 
I...
@mpranikoff#PRSANELuncheon 
Company News 
Tweets 
Facebook posts 
Demos 
Surveys 
Case studies 
Whitepapers 
Collateral 
I...
@mpranikoff#PRSANELuncheon
@mpranikoff#PRSANELuncheon Press Release Conversation 
Release Goes Out 
Immediate Online Pickup 
Mainstream Media Pickup ...
@mpranikoff#PRSANELuncheon 
Traditional Media 
Online MediaSEARCHTail Reach Head
@mpranikoff#PRSANELuncheon 
x = time 
y = tension 
opening scene 
climax 
dénouement 
Earned Media 
beginning 
middle 
end...
@mpranikoff#PRSANELuncheon 
x = time 
y = change 
Old Way 
New Way 
future 
storytellingfodder 
Adapted from Lou Hoffman -...
@mpranikoff#PRSANELuncheon Amount of Coverage Time From Origination
@mpranikoff#PRSANELuncheon 
Source: Cracking The Content Code by BrightEdge–August 2014 
Source of Traffic to B2B & B2C We...
@mpranikoff#PRSANELuncheon 
Source: Cracking The Content Code by BrightEdge–August 2014 
Source of Traffic to B2B & B2C We...
@mpranikoff#PRSANELuncheon 
Source: http://moz.com/blog/panda-patent-brand-mentions
@mpranikoff#PRSANELuncheonMEDIA EVOLUTION
@mpranikoff#PRSANELuncheon 
User Generated 
Editorial 
Consumer 
Business 
TODAY’S CHANGING MEDIA LANDSCAPE
@mpranikoff#PRSANELuncheon 
From 2001-2011, the number of news outlets DECREASED BY ROUGHLY 10%1MEDIA NEED YOUR NEWS! 
Jou...
@mpranikoff#PRSANELuncheonNews Is A Part Of The Explosion Of Social And Mobile, and that offers the opportunity to reach m...
@mpranikoff#PRSANELuncheon 
Source: The American Journalist in the Digital Age –Indiana University May 2014
@mpranikoff#PRSANELuncheon 
DIGITAL REPORTING IS GROWING. 
21 
THE RISE OF DIGITAL NEWS CHANGES THE REPORTER’S ROLE 
Image...
@mpranikoff#PRSANELuncheon 
MEDIA OUTLETS ARE RETOOLING. 
ROLES OF JOURNALISTS ARE CHANGING 
22
@mpranikoff#PRSANELuncheon 
Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/
@mpranikoff#PRSANELuncheon 
Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/
@mpranikoff#PRSANELuncheon 
Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/
@mpranikoff#PRSANELuncheon 
Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/
@mpranikoff#PRSANELuncheon 
Source: ComscoreMobilensDecember 2013
@mpranikoff#PRSANELuncheonBRANDCurrency = ContentAUDIENCECurrency = Personal Info 
Jane Smithjane.smith@xyz.com 
555-555-5...
@mpranikoff#PRSANELuncheon 
Creating Your Brand’s Moment of Truth. 
•Visually arresting 
•Relevant to your audience 
•Cont...
@mpranikoff#PRSANELuncheon 
Content Courtesy of UberFlip
@mpranikoff#PRSANELuncheon 
Content Courtesy of UberFlip
@mpranikoff#PRSANELuncheon 
Content Courtesy of UberFlip
@mpranikoff#PRSANELuncheon 
Headline 
Article 
…8 will only read the headline… 
…and only 2 
will make it to the article.
@mpranikoff#PRSANELuncheon 
One in five people 
1 in 5 people
@mpranikoff#PRSANELuncheon 
Number/Trigger 
Keyword 
Adjective 
Promise 
Headline 
_______________ 
+ 
+ 
+
@mpranikoff#PRSANELuncheon 
HOW TO WRITE HEADLINES THAT ARE 
BETTER THAN BACON-COVERED BACON 
Trigger 
Adjective 
Keyword ...
@mpranikoff#PRSANELuncheon•Make your news easy to read and digest. Think “info-snacks” •Use bold to separate ideas –But Do...
@mpranikoff#PRSANELuncheon 
TEXT RELEASE 
TEXT RELEASE + 1 VISUAL ASSET 
TEXT RELEASE + 
MULTIPLE MEDIA 
MULTIMEDIA NEWSRE...
@mpranikoff#PRSANELuncheon 
Source: PR Newswire analysis of 2013 releases. MULTIMEDIA DRIVES DISCOVERY
@mpranikoff#PRSANELuncheon..A STORY AT THE HUFFINGTON POST CANNOT BE PUBLISHED UNLESS IT HAS A MULTIMEDIA ASSET, A SEARCH ...
@mpranikoff#PRSANELuncheon
@mpranikoff#PRSANELuncheon
@mpranikoff#PRSANELuncheon
@mpranikoff#PRSANELuncheon
@mpranikoff#PRSANELuncheon
@mpranikoff#PRSANELuncheon 
After 3 Days 
After 30 Days
@mpranikoff#PRSANELuncheonThe WestJet Christmas Miracle Campaign Created Huge Buzz
@mpranikoff#PRSANELuncheonAnd Generated A Spike In Revenue
@mpranikoff#PRSANELuncheon
@mpranikoff#PRSANELuncheonFocus On The Story…..Not On Your Brand
@mpranikoff#PRSANELuncheonBE A CONSISTENT RESOURCE.
@mpranikoff#PRSANELuncheon
@mpranikoff#PRSANELuncheonKILL THEM WITH KINDNESS
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How To Elevate Your Content Today?

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How To Elevate Your Content today using principles of earned media. Presentation given by PR Newswire Global Director of Emerging Media for PRSA Omaha in Oct. 2014.

Published in: Marketing

How To Elevate Your Content Today?

  1. @mpranikoff#PRSANELuncheon
  2. @mpranikoff#PRSANELuncheonMichael PranikoffGlobal Director, Emerging MediaPR Newswirehttp://about.me/michaelpranikoffmichael.pranikoff@prnewswire.com Twitter / @mpranikoff
  3. @mpranikoff#PRSANELuncheon
  4. @mpranikoff#PRSANELuncheonPaid MediaTraditional AdsOwned MediaCorporate ContentEarned MediaOrganicConverged Media PromotedSponsoredBrandedThat Is Shared Based on Altimeter Group Research
  5. @mpranikoff#PRSANELuncheon Company News Tweets Facebook posts Demos Surveys Case studies Whitepapers Collateral Infographics Ads Forums Testimonials Newsletters & emails Apps & Games Source: Forrester, October 2013 Company News Tweets 85% of brand marketers are publishing content.
  6. @mpranikoff#PRSANELuncheon Company News Tweets Facebook posts Demos Surveys Case studies Whitepapers Collateral Infographics Ads Forums Testimonials Newsletters & emails Apps & Games Source: Forrester, October 2013 Company News Tweets 36% are doing it effectively. But only
  7. @mpranikoff#PRSANELuncheon
  8. @mpranikoff#PRSANELuncheon Press Release Conversation Release Goes Out Immediate Online Pickup Mainstream Media Pickup Blogs / Twitter / Online Pubs Weekly Trade Pubs Monthly Trades Search Share Blog Quarterly Pubs / Journals
  9. @mpranikoff#PRSANELuncheon Traditional Media Online MediaSEARCHTail Reach Head
  10. @mpranikoff#PRSANELuncheon x = time y = tension opening scene climax dénouement Earned Media beginning middle end Adapted from Lou Hoffman -www.Hoffman.com 72 Hours –96 Hours
  11. @mpranikoff#PRSANELuncheon x = time y = change Old Way New Way future storytellingfodder Adapted from Lou Hoffman -www.Hoffman.com
  12. @mpranikoff#PRSANELuncheon Amount of Coverage Time From Origination
  13. @mpranikoff#PRSANELuncheon Source: Cracking The Content Code by BrightEdge–August 2014 Source of Traffic to B2B & B2C Websites
  14. @mpranikoff#PRSANELuncheon Source: Cracking The Content Code by BrightEdge–August 2014 Source of Traffic to B2B & B2C Websites
  15. @mpranikoff#PRSANELuncheon Source: http://moz.com/blog/panda-patent-brand-mentions
  16. @mpranikoff#PRSANELuncheonMEDIA EVOLUTION
  17. @mpranikoff#PRSANELuncheon User Generated Editorial Consumer Business TODAY’S CHANGING MEDIA LANDSCAPE
  18. @mpranikoff#PRSANELuncheon From 2001-2011, the number of news outlets DECREASED BY ROUGHLY 10%1MEDIA NEED YOUR NEWS! Journalists are expected to produce more with less, while still: •Telling stories in multiple ways (photos, video, infographic, etc.) •Publishing in more channels (print, web, blog, social, etc.) The American Society of News Editors reports IN 2013 OVER 1300 EDITORIAL POSITIONS WERE ELIMINATED2 Source: U.S. Bureau of Labor Statistics Source: ASNE 2014 Newsroom Census
  19. @mpranikoff#PRSANELuncheonNews Is A Part Of The Explosion Of Social And Mobile, and that offers the opportunity to reach more people with news than ever before. 19 DIGITAL PLAYERS HAVE EXPLODED ONTO THE NEWS SCENE Source: Pew Research Center Phone Survey, March 2014
  20. @mpranikoff#PRSANELuncheon Source: The American Journalist in the Digital Age –Indiana University May 2014
  21. @mpranikoff#PRSANELuncheon DIGITAL REPORTING IS GROWING. 21 THE RISE OF DIGITAL NEWS CHANGES THE REPORTER’S ROLE Image source: AP
  22. @mpranikoff#PRSANELuncheon MEDIA OUTLETS ARE RETOOLING. ROLES OF JOURNALISTS ARE CHANGING 22
  23. @mpranikoff#PRSANELuncheon Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/
  24. @mpranikoff#PRSANELuncheon Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/
  25. @mpranikoff#PRSANELuncheon Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/
  26. @mpranikoff#PRSANELuncheon Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/
  27. @mpranikoff#PRSANELuncheon Source: ComscoreMobilensDecember 2013
  28. @mpranikoff#PRSANELuncheonBRANDCurrency = ContentAUDIENCECurrency = Personal Info Jane Smithjane.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 engagementTHE VALUE EXCHANGE
  29. @mpranikoff#PRSANELuncheon Creating Your Brand’s Moment of Truth. •Visually arresting •Relevant to your audience •Content management •Flow of fresh content •Discoverable to your audiences •Influential sources
  30. @mpranikoff#PRSANELuncheon Content Courtesy of UberFlip
  31. @mpranikoff#PRSANELuncheon Content Courtesy of UberFlip
  32. @mpranikoff#PRSANELuncheon Content Courtesy of UberFlip
  33. @mpranikoff#PRSANELuncheon Headline Article …8 will only read the headline… …and only 2 will make it to the article.
  34. @mpranikoff#PRSANELuncheon One in five people 1 in 5 people
  35. @mpranikoff#PRSANELuncheon Number/Trigger Keyword Adjective Promise Headline _______________ + + +
  36. @mpranikoff#PRSANELuncheon HOW TO WRITE HEADLINES THAT ARE BETTER THAN BACON-COVERED BACON Trigger Adjective Keyword Promise
  37. @mpranikoff#PRSANELuncheon•Make your news easy to read and digest. Think “info-snacks” •Use bold to separate ideas –But Don’t Overdo It! •Bullet points are great to use. –Make this your Tweet. •Think about having a “Quotes” section instead of burying the quote. •Easy To Read means Easier to Use! STRUCTURE OF CONTENT
  38. @mpranikoff#PRSANELuncheon TEXT RELEASE TEXT RELEASE + 1 VISUAL ASSET TEXT RELEASE + MULTIPLE MEDIA MULTIMEDIA NEWSRELEASES & CAMPAIGN MICROSITES Source: PR Newswire analysis of 2013 releases. MULTIMEDIA DRIVES DISCOVERY
  39. @mpranikoff#PRSANELuncheon Source: PR Newswire analysis of 2013 releases. MULTIMEDIA DRIVES DISCOVERY
  40. @mpranikoff#PRSANELuncheon..A STORY AT THE HUFFINGTON POST CANNOT BE PUBLISHED UNLESS IT HAS A MULTIMEDIA ASSET, A SEARCH HEADLINE, A TWEET AND A FACEBOOK POST… Source: NYT Innovation Report 2014
  41. @mpranikoff#PRSANELuncheon
  42. @mpranikoff#PRSANELuncheon
  43. @mpranikoff#PRSANELuncheon
  44. @mpranikoff#PRSANELuncheon
  45. @mpranikoff#PRSANELuncheon
  46. @mpranikoff#PRSANELuncheon After 3 Days After 30 Days
  47. @mpranikoff#PRSANELuncheonThe WestJet Christmas Miracle Campaign Created Huge Buzz
  48. @mpranikoff#PRSANELuncheonAnd Generated A Spike In Revenue
  49. @mpranikoff#PRSANELuncheon
  50. @mpranikoff#PRSANELuncheonFocus On The Story…..Not On Your Brand
  51. @mpranikoff#PRSANELuncheonBE A CONSISTENT RESOURCE.
  52. @mpranikoff#PRSANELuncheon
  53. @mpranikoff#PRSANELuncheonKILL THEM WITH KINDNESS

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