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@mpranikoff #PRSAreboot
6.25.16
@mpranikoff #PRSAreboot
@mpranikoff #PRSAreboot
@mpranikoff #PRSAreboot
PR NEWSWIRE OVERVIEW
Content
Distribution
Multimedia
& Broadcast
Targeting &
Engagement
Monitoring...
@mpranikoff #PRSAreboot
“My dear, here we must run as fast as we can,
just to stay in place. And if you wish to go
anywher...
@mpranikoff #PRSAreboot
;
;
@mpranikoff #PRSAreboot
@mpranikoff #PRSAreboot
@mpranikoff #PRSAreboot
Glance
Media
Definition:
Glance Media is the “atomic unit of content” in
the form of a Tweet or sm...
@mpranikoff #PRSAreboot
Glance
Journalism
@mpranikoff #PRSAreboot
Glance
Journalism
REUTERS INSTITUTE
DIGITAL NEWS REPORT 2016
@mpranikoff #PRSAreboot
@mpranikoff #PRSAreboot
April Fools 2014 – NPR posted this message on their social media channels.
The headline was shared...
@mpranikoff #PRSAreboot
@mpranikoff #PRSAreboot@mpranikoff #PRSAreboot
@mpranikoff #PRSAreboot
58
53
44
63
46
2012 2013 2014 2015 2016
Industry 2012 2013 2014 2015 2016
Search engines* 61 58 61...
@mpranikoff #PRSAreboot
Organic Search
@mpranikoff #PRSAreboot
CHANGES TO SEARCH OVER THE LAST 18 MONTHS
@mpranikoff #PRSAreboot
@mpranikoff #PRSAreboot
@mpranikoff #PRSAreboot
REUTERS INSTITUTE
DIGITAL NEWS REPORT 2016
@mpranikoff #PRSAreboot
@mpranikoff #PRSAreboot
REUTERS INSTITUTE
DIGITAL NEWS REPORT 2016
@mpranikoff #PRSAreboot
REUTERS INSTITUTE
DIGITAL NEWS REPORT 2016
@mpranikoff #PRSAreboot
Source: The Knight Foundation: 5/11/16 Mobile-First News: How People Use Smartphones to Access Inf...
@mpranikoff #PRSAreboot
Source: The Knight Foundation: 5/11/16 Mobile-First News: How People Use Smartphones to Access Inf...
@mpranikoff #PRSAreboot
Source: The Media Insight Project - What Makes People Trust and Rely on News - April 2016
@mpranikoff #PRSAreboot
TOP TRAFFIC REFERRAL SOURCES NOV 2014 – FEB 2015
@mpranikoff #PRSAreboot
TOP TRAFFIC REFERRAL SOURCES NOV 2014 – FEB 2015
@mpranikoff #PRSAreboot
TOP TRAFFIC REFERRAL SOURCES NOV 2014 – FEB 2015
@mpranikoff #PRSAreboot
@mpranikoff #PRSAreboot
The headline here set
off a frenzy – except
that this wasn’t a real
story.
Notice the text after
t...
@mpranikoff #PRSAreboot
The headline here set
off a frenzy – except
that this wasn’t a real
story.
Notice the text after
t...
@mpranikoff #PRSAreboot
“People are more willing to share an article than read it.”
Source: Social Clicks: What and Who Ge...
@mpranikoff #PRSAreboot
@mpranikoff #PRSAreboot
IT ALL STARTS WITH
A GOOD HEADLINE
@mpranikoff #PRSAreboot
80/20
RULE
Headline
Article
…8 will only read the
headline…
…and only 2
will make it to the
articl...
@mpranikoff #PRSAreboot
HEADLINE
FORMULA
Number/Trigger
Keyword
Adjective
Promise
Headline
_______________
+
+
+
@mpranikoff #PRSAreboot
HEADLINE
FORMULA
HOW TO WRITE HEADLINES THAT ARE
BETTER THAN BACON-COVERED BACON
Trigger
Adjective...
@mpranikoff #PRSAreboot@mpranikoff #PRSAreboot
@mpranikoff #PRSAreboot@mpranikoff #PRSAreboot
@mpranikoff #PRSAreboot
Source: PRNews http://www.prnewsonline.com/water-cooler/2013/09/30/breaking-pr-the-essential-eleme...
@mpranikoff #PRSAreboot
• Make your news easy to read and digest. Think
“info-snacks”
• Use bold to separate ideas – But D...
@mpranikoff #PRSAreboot
@mpranikoff #PRSAreboot
Leveraging
Multimedia
@mpranikoff #PRSAreboot
@mpranikoff #PRSAreboot
Source: PR Newswire Analysis of 2015 Syndicated Content
@mpranikoff #PRSAreboot
Source: PR Newswire Analysis of 2015 Syndicated Content
@mpranikoff #PRSAreboot
This is a release as an example of
using the structure of your content
and proper content syndicat...
@mpranikoff #PRSAreboot
This is a release as an example of
using the structure of your content
and proper content syndicat...
@mpranikoff #PRSAreboot
This is a release as an example of
using the structure of your content
and proper content syndicat...
@mpranikoff #PRSAreboot
This is a release as an example of
using the structure of your content
and proper content syndicat...
@mpranikoff #PRSAreboot
This is a release as an example of
using the structure of your content
and proper content syndicat...
@mpranikoff #PRSAreboot
@mpranikoff #PRSAreboot
@mpranikoff #PRSAreboot
CSR Campaign via Toys R ‘ Us in conjunction with
Save The Children.
• Headline and sub-headline le...
@mpranikoff #PRSAreboot
CSR Campaign via Toys R ‘ Us in conjunction with
Save The Children.
• Headline and sub-headline le...
@mpranikoff #PRSAreboot
The infographic was broken up into “infograms” – Instagramable pieces for
easy digestion, comprehe...
@mpranikoff #PRSAreboot
This video was created specifically for Facebook from the original. This
video does not require so...
@mpranikoff #PRSAreboot
The initial multimedia release was followed up by 3 online only syndicated
releases that included ...
@mpranikoff #PRSAreboot
@mpranikoff #PRSAreboot@mpranikoff #PRSAreboot
@mpranikoff #PRSAreboot
IBM Launched the Global C-Suite Study with goals to create conversation / earned media, but also
w...
@mpranikoff #PRSAreboot
Direct Calls to Action for both downloading the study and sharing the multimedia news release on
s...
@mpranikoff #PRSAreboot
IBM also created pictographs with key figures and quotes
from the report that they wanted highligh...
@mpranikoff #PRSAreboot
@mpranikoff #PRSAreboot
@mpranikoff #PRSAreboot
@mpranikoff #PRSAreboot
@mpranikoff #PRSAreboot
INSPIRE
CONVERSATION.
@mpranikoff #PRSAreboot@mpranikoff #PRSAreboot
@mpranikoff #PRSAreboot
Source: http://www.thisblogrules.com/wp-content/uploads/2009/11/thank-you-for-sign.jpg
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What Is The Atomic Weight of Your Content & Why It Matters

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This workshop was given by PR Newswire Global Director of Emerging Media - Michael Pranikoff - at the PRSA North Pacific Region Conference on 6-25-16. The presentation walks through emerging media trends and the importance of creating content that is easy to quickly understand, digest, and make shareable both from a PR aspect of reaching media as well creating content that is direct for your intended audience.

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What Is The Atomic Weight of Your Content & Why It Matters

  1. 1. @mpranikoff #PRSAreboot 6.25.16 @mpranikoff #PRSAreboot
  2. 2. @mpranikoff #PRSAreboot
  3. 3. @mpranikoff #PRSAreboot PR NEWSWIRE OVERVIEW Content Distribution Multimedia & Broadcast Targeting & Engagement Monitoring & Measurement Investor Relations Global Reach • Print • Websites • SEO • Social • Mobile Journalists Portal Broadcast Distribution • Media Buy Placements Creative Videos • Production Media Tours Media Database • Global • Interacts w/ PRN Experts Database • Email Alerts • Speaker Profiles Earned Media • Email Alerts • Coverage Reports • Analytics Pro Service Reports Disclosure IR Room • IR Webcasting Compliance We provide our clients with EXPERTISE for every service PR Newswire strives to be an EXTENSION of your Communications Team.
  4. 4. @mpranikoff #PRSAreboot “My dear, here we must run as fast as we can, just to stay in place. And if you wish to go anywhere you must run twice as fast as that.” - Lewis Carroll, Alice In Wonderland
  5. 5. @mpranikoff #PRSAreboot ; ;
  6. 6. @mpranikoff #PRSAreboot
  7. 7. @mpranikoff #PRSAreboot
  8. 8. @mpranikoff #PRSAreboot Glance Media Definition: Glance Media is the “atomic unit of content” in the form of a Tweet or smaller, that delivers content specific to a person’s need at the moment
  9. 9. @mpranikoff #PRSAreboot Glance Journalism
  10. 10. @mpranikoff #PRSAreboot Glance Journalism REUTERS INSTITUTE DIGITAL NEWS REPORT 2016
  11. 11. @mpranikoff #PRSAreboot
  12. 12. @mpranikoff #PRSAreboot April Fools 2014 – NPR posted this message on their social media channels. The headline was shared widely, but very few people read through to the article – which proved their point….People will share something that comes across a notification without reading the rest of the content.
  13. 13. @mpranikoff #PRSAreboot
  14. 14. @mpranikoff #PRSAreboot@mpranikoff #PRSAreboot
  15. 15. @mpranikoff #PRSAreboot 58 53 44 63 46 2012 2013 2014 2015 2016 Industry 2012 2013 2014 2015 2016 Search engines* 61 58 61 62 63 Traditional media 62 59 61 57 58 Online-only media** 46 44 47 45 53 Owned media 41 40 43 43 46 Social media 44 41 44 45 44 Millennials Gap 66 3 58 0 58 5 51 5 51 7 Source: Edelman Trust Barometer 2016
  16. 16. @mpranikoff #PRSAreboot Organic Search
  17. 17. @mpranikoff #PRSAreboot CHANGES TO SEARCH OVER THE LAST 18 MONTHS
  18. 18. @mpranikoff #PRSAreboot
  19. 19. @mpranikoff #PRSAreboot
  20. 20. @mpranikoff #PRSAreboot REUTERS INSTITUTE DIGITAL NEWS REPORT 2016
  21. 21. @mpranikoff #PRSAreboot
  22. 22. @mpranikoff #PRSAreboot REUTERS INSTITUTE DIGITAL NEWS REPORT 2016
  23. 23. @mpranikoff #PRSAreboot REUTERS INSTITUTE DIGITAL NEWS REPORT 2016
  24. 24. @mpranikoff #PRSAreboot Source: The Knight Foundation: 5/11/16 Mobile-First News: How People Use Smartphones to Access Information Social apps on mobile compete as a news source, trailing only TV
  25. 25. @mpranikoff #PRSAreboot Source: The Knight Foundation: 5/11/16 Mobile-First News: How People Use Smartphones to Access Information Social apps on mobile compete as a news source, trailing only TV
  26. 26. @mpranikoff #PRSAreboot Source: The Media Insight Project - What Makes People Trust and Rely on News - April 2016
  27. 27. @mpranikoff #PRSAreboot TOP TRAFFIC REFERRAL SOURCES NOV 2014 – FEB 2015
  28. 28. @mpranikoff #PRSAreboot TOP TRAFFIC REFERRAL SOURCES NOV 2014 – FEB 2015
  29. 29. @mpranikoff #PRSAreboot TOP TRAFFIC REFERRAL SOURCES NOV 2014 – FEB 2015
  30. 30. @mpranikoff #PRSAreboot
  31. 31. @mpranikoff #PRSAreboot The headline here set off a frenzy – except that this wasn’t a real story. Notice the text after the first paragraph…and it received over 50K shares via Social Media.
  32. 32. @mpranikoff #PRSAreboot The headline here set off a frenzy – except that this wasn’t a real story. Notice the text after the first paragraph…and it received over 50K shares via Social Media.
  33. 33. @mpranikoff #PRSAreboot “People are more willing to share an article than read it.” Source: Social Clicks: What and Who Gets Read on Twitter? https://hal.inria.fr/hal-01281190
  34. 34. @mpranikoff #PRSAreboot
  35. 35. @mpranikoff #PRSAreboot IT ALL STARTS WITH A GOOD HEADLINE
  36. 36. @mpranikoff #PRSAreboot 80/20 RULE Headline Article …8 will only read the headline… …and only 2 will make it to the article.
  37. 37. @mpranikoff #PRSAreboot HEADLINE FORMULA Number/Trigger Keyword Adjective Promise Headline _______________ + + +
  38. 38. @mpranikoff #PRSAreboot HEADLINE FORMULA HOW TO WRITE HEADLINES THAT ARE BETTER THAN BACON-COVERED BACON Trigger Adjective Keyword Promise
  39. 39. @mpranikoff #PRSAreboot@mpranikoff #PRSAreboot
  40. 40. @mpranikoff #PRSAreboot@mpranikoff #PRSAreboot
  41. 41. @mpranikoff #PRSAreboot Source: PRNews http://www.prnewsonline.com/water-cooler/2013/09/30/breaking-pr-the-essential-elements-of-pr/
  42. 42. @mpranikoff #PRSAreboot • 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. • Have a Call to Action within the first 300 words. Use only relevant links. •Think about having a “Quotes” section instead of burying the quote. •Easy To Read means Easier to Use! STRUCTURE OF CONTENT
  43. 43. @mpranikoff #PRSAreboot
  44. 44. @mpranikoff #PRSAreboot Leveraging Multimedia
  45. 45. @mpranikoff #PRSAreboot
  46. 46. @mpranikoff #PRSAreboot Source: PR Newswire Analysis of 2015 Syndicated Content
  47. 47. @mpranikoff #PRSAreboot Source: PR Newswire Analysis of 2015 Syndicated Content
  48. 48. @mpranikoff #PRSAreboot This is a release as an example of using the structure of your content and proper content syndications to increase the engagement with the content: • Content that is chunked into easy to digest pieces. • Visual Assets. • Calls to action for easy social media sharing.
  49. 49. @mpranikoff #PRSAreboot This is a release as an example of using the structure of your content and proper content syndications to increase the engagement with the content: • Content that is chunked into easy to digest pieces. • Visual Assets. • Calls to action for easy social media sharing.
  50. 50. @mpranikoff #PRSAreboot This is a release as an example of using the structure of your content and proper content syndications to increase the engagement with the content: • Content that is chunked into easy to digest pieces. • Visual Assets. • Calls to action for easy social media sharing.
  51. 51. @mpranikoff #PRSAreboot This is a release as an example of using the structure of your content and proper content syndications to increase the engagement with the content: • Content that is chunked into easy to digest pieces. • Visual Assets. • Calls to action for easy social media sharing.
  52. 52. @mpranikoff #PRSAreboot This is a release as an example of using the structure of your content and proper content syndications to increase the engagement with the content: • Content that is chunked into easy to digest pieces. • Visual Assets. • Calls to action for easy social media sharing.
  53. 53. @mpranikoff #PRSAreboot
  54. 54. @mpranikoff #PRSAreboot
  55. 55. @mpranikoff #PRSAreboot CSR Campaign via Toys R ‘ Us in conjunction with Save The Children. • Headline and sub-headline lead with the lead story. • Calls to action are prominent • Multiple multimedia assets.
  56. 56. @mpranikoff #PRSAreboot CSR Campaign via Toys R ‘ Us in conjunction with Save The Children. • Headline and sub-headline lead with the lead story. • Calls to action are prominent • Multiple multimedia assets.
  57. 57. @mpranikoff #PRSAreboot The infographic was broken up into “infograms” – Instagramable pieces for easy digestion, comprehension, and sharing.
  58. 58. @mpranikoff #PRSAreboot This video was created specifically for Facebook from the original. This video does not require sound to tell the story because 85% of videos viewed on Facebook are viewed without the sound turned on*. Source - Digiday: http://digiday.com/platforms/silent-world-facebook-video/
  59. 59. @mpranikoff #PRSAreboot The initial multimedia release was followed up by 3 online only syndicated releases that included short Youtube videos that were “webisodes” to continue to the conversation of the program.
  60. 60. @mpranikoff #PRSAreboot
  61. 61. @mpranikoff #PRSAreboot@mpranikoff #PRSAreboot
  62. 62. @mpranikoff #PRSAreboot IBM Launched the Global C-Suite Study with goals to create conversation / earned media, but also with direct goals to drive downloads of the study directly through the PR efforts. The effort launched with direct media relations outreach, but also in conjunction with a Multimedia News Release with multiple multimedia elements to help drive online conversation.
  63. 63. @mpranikoff #PRSAreboot Direct Calls to Action for both downloading the study and sharing the multimedia news release on social media channels were built into the page. IBM also embedded a video from their YouTube channel which was then also distributed and embedded on thousands of sites downstream with the distribution of the release.
  64. 64. @mpranikoff #PRSAreboot IBM also created pictographs with key figures and quotes from the report that they wanted highlighted for Twitter. They made sure the #CsuiteStudy hashtag was visible for sharing.
  65. 65. @mpranikoff #PRSAreboot
  66. 66. @mpranikoff #PRSAreboot
  67. 67. @mpranikoff #PRSAreboot
  68. 68. @mpranikoff #PRSAreboot
  69. 69. @mpranikoff #PRSAreboot INSPIRE CONVERSATION.
  70. 70. @mpranikoff #PRSAreboot@mpranikoff #PRSAreboot
  71. 71. @mpranikoff #PRSAreboot Source: http://www.thisblogrules.com/wp-content/uploads/2009/11/thank-you-for-sign.jpg

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