Helping vs. Telling.
The press release’s next chapter.
Malcolm Atherton
linkedin.com/in/malcolmatherton | 480-414-0666
mal...
How is content found and consumed online?
Assume that everyone is a consumer of information.
95%
Source: PR Week
89%
Source: 2012 Digital Influence Index |
Fleishma...
19.4B*
Source: Comscore, February 2014
Thanks! http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page?hs=sns
Thanks! http://www.icrossing.com/research/the-importance-of-page-one-visibility.php
Thanks, www.useit.com!
8 of 10.
Source: Copyblogger
10-15 seconds.
Source: Time.com & useit.com
60,000x faster.
Journalists are
expected to produce
more with less, while
still:
• Telling stories in
multiple ways
(photos, video, inf
og...
“Content marketing” and the use of thought
leadership as a marketing and advertising (and PR)
channel.
Content marketing is the marketing and business process for creating and
distributing relevant and valuable content to att...
CMI, 2014 Content Marketing Benchmarks
http://blogs.forrester.com/ryan_skinner/13-10-03-great_content_is_not_enough
What are the benefits of distribution?
How is the press release evolving?
If a story is not about the hearer he (or
she) will not listen… A great lasting story
is about everyone or it will not las...
Amplification
Questions &
Queries
Newsjacking
& Seasonality
Traditional
Be willing to be uncomfortable.
Know what interests your
audience.
Answer audience questions.
Address audience concerns
and/or frustrations.
Share industr...
Know your audience.
Endodontist
Root Canal
Dentist
Know your anatomy.
Headline
Body
Multimedia
2 of 10
• 50/50
• Google: 61-64 characters
• Headlines should be:*
– short
– clear
– front-loaded with the
important stuff...
Man, that press release has a smoking body.
Incorporate multimedia.
Source: 2013 “The State of Multimedia Use in PR” Survey conducted by PR Newswire & PR News
of communications professionals...
Source: 2013 PR Newswire Web Analytics
Releases with “multiple media”
resulted in nearly 10 times more
views than text-onl...
Know what metrics matter to you.
EXCERPT FROM FORBES ARTICLE, CVS BRILLIANTLY ENCOURAGED PEOPLE TO SHARE ITS TOBACCO STORY:
“Blogs need pictures. People on...
With content tailored to what customers
want or need, they end up spending more
time engaged with that content
… developin...
Thank you for your time!!!
Malcolm Atherton
480.414.0666
Malcolm.atherton@prnewswire.com
@malcolmatherton
www.Linkedin.com...
Helping vs. Telling - the press release's next chapter
Helping vs. Telling - the press release's next chapter
Helping vs. Telling - the press release's next chapter
Helping vs. Telling - the press release's next chapter
Helping vs. Telling - the press release's next chapter
Helping vs. Telling - the press release's next chapter
Helping vs. Telling - the press release's next chapter
Helping vs. Telling - the press release's next chapter
Helping vs. Telling - the press release's next chapter
Helping vs. Telling - the press release's next chapter
Helping vs. Telling - the press release's next chapter
Helping vs. Telling - the press release's next chapter
Helping vs. Telling - the press release's next chapter
Helping vs. Telling - the press release's next chapter
Helping vs. Telling - the press release's next chapter
Helping vs. Telling - the press release's next chapter
Helping vs. Telling - the press release's next chapter
Helping vs. Telling - the press release's next chapter
Helping vs. Telling - the press release's next chapter
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Helping vs. Telling - the press release's next chapter

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The obituary of the press release has been written time and time again, and with good reason. The days of lengthy, superlative-filled releases written by a company for the company should be over. Consumers of information - media and B2B/B2C consumers - want information that is useful and helpful to aid them in their journalistic endeavors or guide them towards a more informed purchasing decision.

Join PR Newswire and AZTC to learn about:

Changes in how content is found and consumed online
The major shift towards "content marketing" and the use of thought leadership as a marketing & advertising channel
How is the press release evolving, and how can it be used to support marketing, advertising, and public relations pros?
What are the benefits of syndication?
Five tips for crafting an evolved release or "content advisory"

Who Should Attend
Marketers, advertising, content, public relations, corporate communicators, or anyone responsible for promoting an organization.

Published in: Marketing, Technology, Business
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  • Kenny has died 103 times. Pales in comparison to how many times the press release has died care of experts.
  • Non company name organic searches.
  • On to media pickup The journalism profession is under significant strain and chainJournalists are now also bloggers, tweeters, posters, etc. They need to do more with less – and that’s when they turn to PR NewswireEmployment & Establishments, Newspaper Publishinghttp://www.bls.gov/spotlight/2013/media/
  • Because search engines care more about delivering the best result to those searching, brands shift their focus toward providing quality and relevant answers. Communicators must shift their thinking from keywords to context when developing pages, posts, updates, and conversations that put the brand in the path of customers.
  • 10 times more searches for “cosmetic dentist” than for “prosthodontist” – Source: Google
  • No speed bumps. Keep boiler plate text where it belongsGet to the “Why?” by the end of graph #2Make 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. – (Tweetable?)Resources!
  • Let’s take a look at awareness -- multimedia has a big role to playPeople engage with multimedia- Post videosRetweet photosComment on infographicsEtc.Communicators are responding to this, and providing – or planning to provide -- this engaging content --
  • The 2012 review of our web data confirmed our 2011 report that multimedia drives more visibility.And the more multimedia, the more visibility trends higher* The number of stories with downloadable files such as PDFs, PPTs, DOCs is significantly fewer than those without, however the data shows the potential for very high visibility when such assets are included along with other multimedia assets.
  • While a story like this is sure to make headlines, CVS Caremark leveraged multimedia to own their brand story. The hi-resolution elements not only provided the media with visuals for fast-breaking story coverage, but also ensured that they clearly understood CVS’s message and motivations.Source: http://www.forbes.com/sites/carminegallo/2014/02/06/cvs-brilliantly-encouraged-people-to-share-its-tobacco-story/
  • Helping vs. Telling - the press release's next chapter

    1. 1. Helping vs. Telling. The press release’s next chapter. Malcolm Atherton linkedin.com/in/malcolmatherton | 480-414-0666 malcolm.atherton@prnewswire.com
    2. 2. How is content found and consumed online?
    3. 3. Assume that everyone is a consumer of information. 95% Source: PR Week 89% Source: 2012 Digital Influence Index | Fleishman-Hillard & Harris Interactive
    4. 4. 19.4B* Source: Comscore, February 2014
    5. 5. Thanks! http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page?hs=sns
    6. 6. Thanks! http://www.icrossing.com/research/the-importance-of-page-one-visibility.php
    7. 7. Thanks, www.useit.com!
    8. 8. 8 of 10. Source: Copyblogger
    9. 9. 10-15 seconds. Source: Time.com & useit.com
    10. 10. 60,000x faster.
    11. 11. Journalists are expected to produce more with less, while still: • Telling stories in multiple ways (photos, video, inf ographic, etc.) • Publishing in more channels (print, web, blog, social, etc.) 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
    12. 12. “Content marketing” and the use of thought leadership as a marketing and advertising (and PR) channel.
    13. 13. Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. – Content Marketing Institute. Give people text, graphics, and videos that are useful to them so that they’ll do something useful for you. – Malcolm
    14. 14. CMI, 2014 Content Marketing Benchmarks
    15. 15. http://blogs.forrester.com/ryan_skinner/13-10-03-great_content_is_not_enough
    16. 16. What are the benefits of distribution?
    17. 17. How is the press release evolving?
    18. 18. If a story is not about the hearer he (or she) will not listen… A great lasting story is about everyone or it will not last. The strange and the foreign is not interesting- only the deeply personal and familiar. John Steinbeck, East of Eden.
    19. 19. Amplification Questions & Queries Newsjacking & Seasonality Traditional
    20. 20. Be willing to be uncomfortable.
    21. 21. Know what interests your audience. Answer audience questions. Address audience concerns and/or frustrations. Share industry trends & data. Clarify buying decisions. And most importantly, be human. Encourage action. Be entertaining. Tell interesting stories. Optimize your content for your audience. Add photos to your stories. Include online videos. Utilize social media platforms.
    22. 22. Know your audience.
    23. 23. Endodontist Root Canal Dentist
    24. 24. Know your anatomy.
    25. 25. Headline Body Multimedia
    26. 26. 2 of 10 • 50/50 • Google: 61-64 characters • Headlines should be:* – short – clear – front-loaded with the important stuff – understandable out of context – predictable *Jakob Nielsen, www.useit.com, April 2009
    27. 27. Man, that press release has a smoking body.
    28. 28. Incorporate multimedia.
    29. 29. Source: 2013 “The State of Multimedia Use in PR” Survey conducted by PR Newswire & PR News of communications professionals surveyed plan to increase visual storytelling.76% Photos and video provide the most engagement in social channels Visual storytelling boosts brand awareness and: • Increases engagement • Drives interactions • Goes viral
    30. 30. Source: 2013 PR Newswire Web Analytics Releases with “multiple media” resulted in nearly 10 times more views than text-only.
    31. 31. Know what metrics matter to you.
    32. 32. EXCERPT FROM FORBES ARTICLE, CVS BRILLIANTLY ENCOURAGED PEOPLE TO SHARE ITS TOBACCO STORY: “Blogs need pictures. People on Twitter, Facebook, or Instagram want pictures, too. CVS provided this multimedia news release with videos clips and downloadable, high-resolution infographics and photographs to support the stories.” If they care…. They’ll share! • Text: To the point. • Video of the CEO statement • B-roll footage of CVS stores • Photos of CVS executives • Infographics with stats supporting the decision Source: Forbes, “CVS Brilliantly Encouraged People to Share Its Tobacco Story,” February 2014
    33. 33. With content tailored to what customers want or need, they end up spending more time engaged with that content … developing a relationship with the brand and remaining engaged with the products AND
    34. 34. Thank you for your time!!! Malcolm Atherton 480.414.0666 Malcolm.atherton@prnewswire.com @malcolmatherton www.Linkedin.com/in/malcolmatherton

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