4. 85%of brand marketers
are publishing content.
Source: Forrester, October 2013
The harsh reality is that branded content,
even when it's great, isn't getting seen
or discovered by audiences.
@mpranikoff #PRBoost
5. 36%are doing it effectively.
But only
Source: Forrester, October 2013
The harsh reality is that branded content,
even when it's great, isn't getting seen
or discovered by audiences.
@mpranikoff #PRBoost
6. Classic Story Arc
x = time
y = tension
opening
scene
climax
dénouement
Earned Media
beginning middle end
Adapted from Lou Hoffman - www.Hoffman.com
72 Hours – 96 Hours
@mpranikoff #PRBoost
7. The Communicator’s Story Spike
x = time
y = change
Old Way New Way
future
storytelling
fodder
Adapted from Lou Hoffman - www.Hoffman.com@mpranikoff #PRBoost
8. Custom Print
Direct Mail
Email
General Sites
Conferences
Exhibitions
Topic Specific Sites
Smartphones
Own Sites
Own Social
Print Directories
Print Magazines
Own Events
Print Newspaper
PR
Collateral
Search
Ads on Social Nets
Sponsorship
Vertical Search
Virtual Exhibitions
Webinars
Tablets
10%
20%
30%
40%
50%
60%
70%
80%
90%
10% 20% 30% 40% 50% 60% 70% 80% 90%
Consumer
B2B Source: Outsell 2013 Advertising and Marketing Study
Consumer Rates
Method More Effective
B2B Rates Method
More Effective
Blue = Digital, Orange = Traditional
PR is a strong component in the marketing mix
Advertiser Rating Effectiveness for Lead Generation of Marketing Methods
@mpranikoff #PRBoost
13. THE VALUE EXCHANGE
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
@mpranikoff #PRBoost
15. What Form of Advertising / Marketing Content Do You Trust?
– Recommendation from People I Know
90%
92%
94%
89%
Global Average – 92%
Source: Nielsen Global Trust in Advertising – April 2013
@mpranikoff #PRBoost
16. What Form of Advertising / Marketing Content Do You Trust?
– Editorial Content Such As News Articles
64%
69%
60%
58%
Global Average – 62%
Source: Nielsen Global Trust in Advertising – April 2013 @mpranikoff #PRBoost
33. Goals
• Use PR to maximize celebrity endorsement
• Increase interaction with multimedia content
over a 6 month period
• Localize the content
• Garner traditional & social media attention
• Deliver high campaign impressions with
limited media buy spend
• Increase website traffic
• Establish correlation to sales
@fletcherpr #PRBoost
34. Challenges
• Budget
• Timeline
• Developing cohesive series of content
• Duck Dynasty over exposure
• No access to Robertson family for PR
@fletcherpr #PRBoost
35. Access all of your audiences, all at once,
via multichannel content distribution
Reach your audiences immediately, then
dynamically update your content
everywhere
Connect in more engaging ways to
drive results
“Content and metrics are what it’s all come down to,
but the content must be relevant and creative because
people are more self-directed.”
John Derbeck, Assistant VP of Advertising MetLife
Source: Multivu@fletcherpr #PRBoost
37. Embedded on 324 Clayton Home Center Websites
“Share” functionality
allows viewers to easily
embed the Interactive
Media Player into their
blogs, web sites and
social media pages and
engage your content with
others.
@fletcherpr #PRBoost
40. SEO-friendly platform houses
multiple multimedia assets
Content delivered directly
to key audiences who spread
the message virally
Distributed to over
5,700 media
points & 5,400
sites/aggregators,
targeted media
sites,
social media sites,
blogger outreach,
&
strategic web
placement
Reports detail all
interaction
or be drawn back to
customer’s Web site.
Engage
Audiences can respond
to calls for action
Update your content to keep your campaign
fresh and engaging to your audience!
ARC Launch
Source: Multivu@fletcherpr #PRBoost
43. #marketingpr
Public relations activities focused on
specific products or aspects of marketing
campaigns that deliver integrated,
journalistic-style content across multiple
platforms.
- Kelly Fletcher
circa 2014
@fletcherpr #PRBoost