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Keeping Your Brand In the News in the Decline of Print and Broadcast – EXL Pharma PR Summit July 14, 2014

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Presentation by PR Newswire Global Director of Emerging Media - Michael Pranikoff and Bayer Vice President of External Communications – Chris Loder – at the EXL Pharma PR Summit 2014. This presentation focused on the following: Understanding what reporters want now from communications teams; Knowing how to quickly draft and deliver compelling news for various formats; Develop a resource for reporters to keep your name in the news; Creating a digital strategy to meet the demands of new media.

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Keeping Your Brand In the News in the Decline of Print and Broadcast – EXL Pharma PR Summit July 14, 2014

  1. 1. @mpranikoff @Loder5 #ExLPRSummit
  2. 2. @mpranikoff @Loder5 #ExLPRSummit Chris Loder VP External Communications Bayer Corporation Michael Pranikoff Global Director, Emerging Media PR Newswire
  3. 3. @mpranikoff @Loder5 #ExLPRSummit
  4. 4. @mpranikoff @Loder5 #ExLPRSummit
  5. 5. @mpranikoff @Loder5 #ExLPRSummit
  6. 6. @mpranikoff @Loder5 #ExLPRSummit MEDIA EVOLUTION
  7. 7. @mpranikoff @Loder5 #ExLPRSummit Source: U.S. Bureau of Labor Statistics From 2001-2011, the number of news outlets DECREASED BY ROUGHLY 10%1 During that same time, the number of employed journalists DROPPED BY NEARLY 50%1 MEDIA 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.)
  8. 8. @mpranikoff @Loder5 #ExLPRSummit News Is A Part Of The Explosion Of Social And Mobile, and that offers the opportunity to reach more people with news than ever before. 8 DIGITAL PLAYERS HAVE EXPLODED ONTO THE NEWS SCENE Source: Pew Research Center Phone Survey, March 2014
  9. 9. @mpranikoff @Loder5 #ExLPRSummit Source: The American Journalist in the Digital Age – Indiana University May 2014
  10. 10. @mpranikoff @Loder5 #ExLPRSummit DIGITAL REPORTING IS GROWING. 10 THE RISE OF DIGITAL NEWS CHANGES THE REPORTER’S ROLE Image source: AP
  11. 11. @mpranikoff @Loder5 #ExLPRSummit MEDIA OUTLETS ARE RETOOLING. ROLES OF JOURNALISTS ARE CHANGING 11
  12. 12. @mpranikoff @Loder5 #ExLPRSummit Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/
  13. 13. @mpranikoff @Loder5 #ExLPRSummit Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/
  14. 14. @mpranikoff @Loder5 #ExLPRSummit Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/
  15. 15. @mpranikoff @Loder5 #ExLPRSummit Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/
  16. 16. @mpranikoff @Loder5 #ExLPRSummit Source: Comscore Mobilens December 2013
  17. 17. @mpranikoff @Loder5 #ExLPRSummit
  18. 18. @mpranikoff @Loder5 #ExLPRSummit x = time y = tension opening scene climax dénouement Earned Media beginning middle end Adapted from Lou Hoffman - www.Hoffman.com 72 Hours – 96 Hours CLASSIC STORY ARC
  19. 19. @mpranikoff @Loder5 #ExLPRSummit x = time y = change Old Way New Way future storytelling fodder Adapted from Lou Hoffman - www.Hoffman.com THE COMMUNICATOR’S STORY SPIKE
  20. 20. @mpranikoff @Loder5 #ExLPRSummit BRAND MENTIONS ARE THE FUTURE OF LINK BUILDING Source: http://moz.com/blog/panda-patent-brand-mentions
  21. 21. @mpranikoff @Loder5 #ExLPRSummit 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 THE VALUE EXCHANGE
  22. 22. @mpranikoff @Loder5 #ExLPRSummit Content Courtesy of UberFlip
  23. 23. @mpranikoff @Loder5 #ExLPRSummit Content Courtesy of UberFlip
  24. 24. @mpranikoff @Loder5 #ExLPRSummit Content Courtesy of UberFlip
  25. 25. @mpranikoff @Loder5 #ExLPRSummit Headline Article …8 will only read the headline… …and only 2 will make it to the article.
  26. 26. @mpranikoff @Loder5 #ExLPRSummit One in five people 1 in 5 people
  27. 27. @mpranikoff @Loder5 #ExLPRSummit Number/Trigger Keyword Adjective Promise Headline _______________ + + +
  28. 28. @mpranikoff @Loder5 #ExLPRSummit HOW TO WRITE HEADLINES THAT ARE BETTER THAN BACON-COVERED BACON Trigger Adjective Keyword Promise
  29. 29. @mpranikoff @Loder5 #ExLPRSummit • 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
  30. 30. @mpranikoff @Loder5 #ExLPRSummit TEXT RELEASE TEXT RELEASE + 1 VISUAL ASSET TEXT RELEASE + MULTIPLE MEDIA MULTIMEDIA NEWS RELEASES & CAMPAIGN MICROSITESSource: PR Newswire analysis of 2013 releases. MULTIMEDIA DRIVES DISCOVERY
  31. 31. @mpranikoff @Loder5 #ExLPRSummit Source: PR Newswire analysis of 2013 releases. MULTIMEDIA DRIVES DISCOVERY
  32. 32. @mpranikoff @Loder5 #ExLPRSummit ..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
  33. 33. @mpranikoff @Loder5 #ExLPRSummit WHAT REPORTERS WANT NOW FROM COMMUNICATIONS TEAMS
  34. 34. @mpranikoff @Loder5 #ExLPRSummit BE A CONSISTENT RESOURCE AND HAVE A PROVEN TRACK RECORD IN DELIVERING NEWS OF VALUE TO THE MEDIA.
  35. 35. @mpranikoff @Loder5 #ExLPRSummit THINK AND ACT LIKE A REPORTER, UNDERSTANDING THEIR NEEDS AND INTRICACIES
  36. 36. @mpranikoff @Loder5 #ExLPRSummit Focus On The Story…..Not On Your Brand
  37. 37. @mpranikoff @Loder5 #ExLPRSummit REPORTERS NEED SOUNDING BOARDS AROUND STORY IDEAS OR NEWS ANGLES
  38. 38. @mpranikoff @Loder5 #ExLPRSummit KILL THEM WITH KINDNESS

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