SlideShare a Scribd company logo
Helping vs. Telling.
The press release’s next chapter.
Malcolm Atherton
linkedin.com/in/malcolmatherton | 480-414-0666
malcolm.atherton@prnewswire.com
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 |
Fleishman-Hillard & Harris Interactive
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
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
“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 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
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 last. The
strange and the foreign is not interesting-
only the deeply personal and familiar.
John Steinbeck, East of Eden.
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 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.
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
– understandable out of context
– predictable
*Jakob Nielsen, www.useit.com, April 2009
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 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
Source: 2013 PR Newswire Web Analytics
Releases with “multiple media”
resulted in nearly 10 times more
views than text-only.
Know what metrics matter to you.
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
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
Thank you for your time!!!
Malcolm Atherton
480.414.0666
Malcolm.atherton@prnewswire.com
@malcolmatherton
www.Linkedin.com/in/malcolmatherton

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The New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt
 

Helping vs. Telling - the press release's next chapter

Editor's Notes

  1. Kenny has died 103 times. Pales in comparison to how many times the press release has died care of experts.
  2. Non company name organic searches.
  3. 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/
  4. 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.
  5. 10 times more searches for “cosmetic dentist” than for “prosthodontist” – Source: Google
  6. 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!
  7. 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 --
  8. 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.
  9. 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/