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June 2009 PR Newswire Emerging Media London

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June 2009 PR Newswire Emerging Media presentation in London with Michael Pranikoff - PR Newswire Director of Emerging Media & Victoria Harres Akers, PR Newswire Director of Audience Development

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June 2009 PR Newswire Emerging Media London

  1. 1. PR Newswire <br />Emerging Media Seminar<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
  2. 2. Michael Pranikoff<br />Director, Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br />www.delicious.com/michaelpranikoff<br />Twitter / @mpranikoff<br />
  3. 3. Anyone Know Where I Can <br />Get Some Google Juice?<br />
  4. 4. “No profession stands to influence Social Media more than Public Relations” - Paul Gillin<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
  5. 5. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
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  8. 8. Photo credit: http://recessionearning.com/10-ways-to-recession-proof-your-life.php<br />
  9. 9. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
  10. 10. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
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  13. 13. The Five C’s<br />Collaboration<br />Content<br />Converged Services<br />Community<br />Conversation<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
  14. 14. Source: http://www.readwriteweb.com/archives/study_fast_growing_us_companie.php<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
  15. 15. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
  16. 16. Source: http://www.readwriteweb.com/archives/study_fast_growing_us_companie.php<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
  17. 17. Cardiff School of Journalism, The Quality and Independence of British Journalism; February 2008<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
  18. 18. Source: Slideshare.net JohannesBhakfi<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
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  20. 20. Photo credit: http://www.flickr.com/photos/margolove/1810357551/<br />
  21. 21. Principles to Communicating Your Message Today<br /><ul><li>Make your contentAccessible
  22. 22. Make your contentEasy To View
  23. 23. Make your contentEasy To Use</li></ul>Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
  24. 24. The Long Tail<br />SALES<br />PRODUCT<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
  25. 25. 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 Crosses Wire<br />The Long Tail of Public Relations<br />News Release<br />Conversation<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
  26. 26. The Long Tail of Public Relations Over Six Months<br />Amount of Coverage/ Conversation<br />Time From Origination<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
  27. 27. Consistent<br />Communications<br />Matters<br />
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  29. 29. Photo credit: http://www.flickr.com/photos/unaerica/3271668934/<br />
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  31. 31. WhiteHouse.gov<br />New Era of Engagement – Nielsen<br />http://www.nielsen-online.com/blog/2009/04/29/a-new-era-of-engagement/<br />
  32. 32. We ALL need<br />toBecome<br />‘ers<br />Data<br />
  33. 33. Listen<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
  34. 34. http://search.twitter.com<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
  35. 35. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
  36. 36. How R Companies Using <br />PRNewswire<br />THANK YOU for having me here!<br />about 2 minute ago from TweetDeck<br />-----------------------------------------------------------------------------<br />Are you ready to talk Twitter? <br />about 3 minute ago from TweetDeck<br />-------------------------------------------------------------------------------------------<br />
  37. 37. Companies are successfully using Twitter for:<br />Customer service<br />Branding<br />Transparency<br />Promoting off-line businesses<br />Selling products<br />
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  43. 43. Twetiquette<br /><ul><li>Retweet (RT) things of value
  44. 44. Thank people when appropriate
  45. 45. Choose @s and DMs carefully
  46. 46. DMs are not an opportunity to</li></ul> direct market!<br /><ul><li> Join conversations, but don’t butt-in
  47. 47. Be polite</li></li></ul><li>Twitter Best Practices<br />Do be transparent<br />Do be authentic<br />Do contribute value<br />Do remember not every tweet requires a response<br />Do engage<br />Do be clear in message<br />Do include personal stories<br />Do monitor what’s working<br />Don’t be a robot<br />Don’t be a broadcaster<br />Don’t make it all about you<br />Don’t forget: A ‘tweet is forever’ - Think twice, tweet once<br />Don’t be negative<br />Don’t talk politics or religion<br />Don’t forget there is value in being human<br />
  48. 48. PUSH<br />Photo credit: http://www.flickr.com/photos/ytruly/2463366156/<br />
  49. 49. PULL<br />Photo credit: http://www.flickr.com/photos/lasertrimguy/132901948/<br />
  50. 50. The Power of PUSH & PULL<br />Photo credit: http://www.flickr.com/photos/alvarezandz/3296307865/<br />
  51. 51. “In a downturn, aggressive PR and Communications strategy is key. “<br />Doug Leone, , General Partner, Sequoia Capital, 10/9/08<br />http://blog.weatherby.net/2008/10/a-ceos-sequoia.html<br />
  52. 52. The Traditional NewsWire<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
  53. 53. The NewsWire Today: 2009 and Beyond<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
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  55. 55. Search Engine Optimizationfor News Releases<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
  56. 56. How Do You Optimize a News Release? <br /><ul><li>Front-End Optimization: Write better news releases using researched keywords, not jargon or technical terms.
  57. 57. Back-End Optimization: Work with an optimization partner that can establish a search-engine friendly environment for your news release.</li></ul>Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
  58. 58. Front End Optimization<br /><ul><li>Use well researched keywords or phrases that you know are being used in searches. </li></ul>Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
  59. 59. Tools You Can Use for SEO <br />www.google.com/trends<br />www.google.com/insights/search<br />www.freekeywords.wordtracker.com<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
  60. 60. Front End Optimization<br /><ul><li>Use well researched keywords or phrases that you know are being used in searches.
  61. 61. Use your keywords/ phrases in your Headline and Sub-headline (if you use one)
  62. 62. Keyword Density
  63. 63. Use links in your release....but not just to your homepage.
  64. 64. Multimedia Content – like photos and video add HUGE value to your release!</li></ul>Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
  65. 65. Keyword Density: The number of times a word or phrase appears in a block of text. Optimal keyword density is between 1.5% - 3.5%. Text with a keyword density greater than 4% will be identified by search engines as spam. <br />Optimal Keyword Density =<br />1.5% - 3.5% per 250 words<br /> OR<br />3 – 4 times for a 400 word release<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
  66. 66. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
  67. 67. Place keywords or phrases here<br />to check for proper word density<br />for search engine optimization of a <br />release. <br />Copy and Paste<br />Release<br />Here<br />
  68. 68. Digital Asset Optimization<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
  69. 69. Digital Asset Optimization<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
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  73. 73. Communicate<br />
  74. 74. In Summary<br /><ul><li>Listen
  75. 75. Analyze
  76. 76. Strategize
  77. 77. Engage
  78. 78. Repeat</li></li></ul><li>Contentis<br />KING!<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
  79. 79. http://johnbell.typepad.com/weblog/images/2008/08/17/pr_brain2.jpg<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
  80. 80. Don’t be<br />AFRAID<br />To Dive On In! <br />Photo credit: http://www.flickr.com/photos/inocuo/1113074767/ <br />
  81. 81. Michael Pranikoff<br />Director, Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br />www.delicious.com/michaelpranikoff<br />Twitter / @mpranikoff<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />

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