Search Marketing World 2009


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Presentation given at Search Marketing World 2009 in the Crown Plaza Hotel in Dublin. Focuses on changes in traditional media, how news formation and sharing has changed and how to get more from a press release.

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Search Marketing World 2009

  1. 1. Maximising PR in a Recession Presented by Eoin Kennedy Slattery Communications
  2. 2. Traditional News Cycle <ul><li>Proactive </li></ul><ul><li>Sources </li></ul><ul><li>Research </li></ul><ul><li>Interviews </li></ul><ul><li>Reactive </li></ul><ul><li>PR news releases </li></ul><ul><li>Events </li></ul><ul><li>Agenda </li></ul><ul><li>Other news media </li></ul><ul><li>News is </li></ul><ul><li>Controlled </li></ul><ul><li>Follows a procedure </li></ul><ul><li>Limited Audience response </li></ul>Journalist The Story Your Audience
  3. 3. Current News Cycle <ul><li>Proactive </li></ul><ul><li>Sources </li></ul><ul><li>Research </li></ul><ul><li>Interviews </li></ul><ul><li>Reactive </li></ul><ul><li>PR news releases </li></ul><ul><li>Events </li></ul><ul><li>Agenda </li></ul><ul><li>Other news media </li></ul>Blogs Twitter SMS Video SM <ul><li>News is : </li></ul><ul><li>Procedural </li></ul><ul><li>Timely </li></ul><ul><li>Has limited audience response </li></ul><ul><li>Sourced from new channels </li></ul>Search Tools Google (Web)/ Technotrati /Icerocket (blogs)/RSS feeds Social Networks Journalist The Story Your Audience Blogs
  4. 4. Future News Cycle <ul><li>Reactive </li></ul><ul><li>Events </li></ul><ul><li>Other news </li></ul><ul><li>Proactive </li></ul><ul><li>Blogs </li></ul><ul><li>Twitter </li></ul><ul><li>Social Networks </li></ul><ul><li>RSS </li></ul><ul><li>Proactive </li></ul><ul><li>Blogs </li></ul><ul><li>Twitter </li></ul><ul><li>Social Networks </li></ul><ul><li>RSS </li></ul>Citizen Journo <ul><li>News becomes : </li></ul><ul><li>Interlinked </li></ul><ul><li>Instant </li></ul><ul><li>Content Snacked </li></ul>Journalist The Story Your Audience
  5. 5. The Press Release Evolves Search Marketing World 2009 Monitor and feedback Print/Broadcast /Online <ul><li>News story </li></ul><ul><li>Online </li></ul><ul><li>TV spot </li></ul>Twitter Social SEO Flickr/ Podbean
  6. 6. Repak Example Search Marketing World 2009
  7. 7. Search Marketing World 2009 Free Ideas in a Recession
  8. 8. Search Marketing World 2009 Eoin Kennedy, Associate Director, Slattery Communications Tel: +353 1 6614055 Web: , Blog: Twitter: LinkedIn: Skype: eoin.kennedy1 Facebook: EoinKennedy