Modern Communicator Skills
•Download as PPTX, PDF•
1 like•319 views
The document discusses communication strategies and digital PR. It promotes Mynewsdesk as an open PR platform for creating, distributing, and measuring stories. Mynewsdesk offers tools like Listen and Monitor to help PR professionals identify audiences, monitor industries, publish content, and analyze results. The document emphasizes the importance of continuous learning and adapting to remain effective in digital PR.
Recommended
Recommended
More Related Content
Similar to Modern Communicator Skills
Similar to Modern Communicator Skills (20)
More from Jonathan Bean
More from Jonathan Bean (9)
Recently uploaded
Recently uploaded (20)
Modern Communicator Skills
- 1. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean LISTEN & LEARN The only 2 skills needed for the modern communicator
- 2. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean
- 3. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean LISTEN AND LEARN © MYNEWSDESK 2017 Our core purpose: To release the full power of stories, to inspire and spark positive change. @jonobean
- 4. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean LISTEN AND LEARN © MYNEWSDESK 2017 Our vision: A world where no story goes untold or unheard. @jonobean
- 5. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean BRAND PUBLISHER CEOs PR’s / Communicators Marketers Content Marketers CONTENT MARKET Journalists Bloggers Freelance Content creators CONSUMER MARKET Everyone consuming company news 1.6m uniques per month LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean
- 6. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean
- 7. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean LISTEN AND LEARN © MYNEWSDESK 2017 Our Product vision: The Open PR Platform where stories are created, told and heard @jonobean
- 8. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean What is Important to You? Efficiency • Save time and effort • Reach the right audience more effectively • Making their job (and lives) easier Looking good • Save money • Show results • Look professional
- 9. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean OK heavy stuff over Now What’s on our learning agenda
- 10. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean Virtual and augmented reality LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean
- 11. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean LISTEN AND LEARN © MYNEWSDESK 2017 Snapchat Instagram Stories FaceBook Live @jonobean
- 12. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean Machine learning & artificial intelligence LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean
- 13. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean
- 14. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean
- 15. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean LISTEN AND LEARN
- 16. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean The break The update The lookup The story The recline What is your content designed for? The primary national news source
- 17. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean Is it about producing more content? The New York Times Washington Post Unique US Digital Visitors (Millions) 50 60 70 80 April - 15 October - 15 April - 16 Source: ComScore
- 18. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean The Amazonization Of News & Content Head Longtail Discoverability Popularity
- 19. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean LISTEN AND LEARN © MYNEWSDESK 2016
- 20. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean
- 21. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean New York • Impact Award Stockholm • Best Digital Campaign of 2016 • Most Innovative Campaign of 2016 • Silver – Best PR campaign of 2016 London • Innovation of the Year • Best use of Technology • Chairman’s Award
- 22. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean +77% SALES What happens when you get your PR Right
- 23. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean Product Place Price Promotion Solution Access Value Education
- 24. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean LISTEN AND LEARN © MYNEWSDESK 2016 @jonobean
- 25. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean Digital PR academy PRESEN T 1 http://learn.mynewsdesk.com/sv/academy/
- 26. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean Get you and your team up to date on the latest thinking in digital PR, tested and certified for free http://learn.mynewsdesk.com/sv/academy/
- 27. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean LISTEN AND LEARN © MYNEWSDESK 2016 Storytelling Imagery Distribution Measurement Influencer relations @jonobean
- 28. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean LISTEN AND LEARN © MYNEWSDESK 2016 Study guides @jonobean http://learn.mynewsdesk.com/sv/academy/
- 29. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean Video courses http://learn.mynewsdesk.com/sv/academy/
- 30. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean Self assesment & Certification http://learn.mynewsdesk.com/sv/academy/
- 31. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean LISTEN AND LEARN © MYNEWSDESK 2016 @jonobean
- 32. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean • 2,500 PR professionals • Primarily managers and directors • Eight countries • Working in local, regional and global PR • Over 17 industries LISTEN AND LEARN © MYNEWSDESK 2016 First comprehensive global study on Digital PR
- 33. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean STRATEGY TECHNOLO GY THE FUTURE
- 34. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean LISTEN AND LEARN © MYNEWSDESK 2017 “When you talk, you are only repeating what you already know. But if you listen, you may learn something new”.- Dalai Lama @jonobean
- 35. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean LISTEN AND LEARN © MYNEWSDESK 2016 The evolution of media monitoring @jonobean
- 36. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean Mynewsdesk Listen Mynewsdesk Monitor PRESEN T 2
- 37. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean • Integrated PR Workflow • Decrease monitoring costs • Actionable insights for influencer relations • Actionable insights for content creation Mynewsdesk Listen
- 38. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean • Available Now • Selective roll-out • Talk to your account manager Mynewsdesk Listen
- 39. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean THE PR WORKFLO WContacts Identify and manage Your Audience Monitor Monitor Your industry Publish Create and distribute Your Stories Analyze Measure Your Story
- 40. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean • Monitor Your Industry • Identify & Engage Your Audience • Create & Distribute Your Story • Measure Your Reach LISTEN AND LEARN © MYNEWSDESK 2016 PR Workflow
- 41. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean 1. Start to understand the behavior you are designing your content and message for 2. How can you educate yourself, your team and your customers more (SAVE) 3. Become the expert in your niche (Amazonization of Content) 4. Produce more content – be brave – you will not know what works 5. Listen more effectively – Try Mynewsdesk Listen or Monitor Your 5 Takeaways LISTEN AND LEARN © MYNEWSDESK 2016 @jonobean
- 42. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean - Albert Einstein LISTEN AND LEARN © MYNEWSDESK 2016 “The measure of intelligence is the ability to change ”. “Once you stop learning you start dying” @jonobean
- 43. LISTEN AND LEARN © MYNEWSDESK 2017 @jonobean Thank you!@jonobean LISTEN AND LEARN © MYNEWSDESK 2016 @jonobean
Editor's Notes
- Great to be here in Oslo ??? … thanks for taking the time out of your busy schedule to be with is today Love being in Norway – the home of media innovation For those My name is Jonathan Bean – CMO of Mynewsdesk – I have been in the Marketing / PR & Communications business for over 20 years now And have decided that these are the top two skill sets we need to evolve and change I was reminded walking to this building today that just a few years ago I attended am meeting just round the corner where I was told my a senior Norwegian commuicator – Listen Jonahan, I like you but I have to tell you Mynewsdesk will never take off in Norway – we simply don’t do communications here in Norway like that Now you are going to have to forgive me – I am going to spend much of this 40 minutes talking about Mynewsdesk because actually you have asked us too
- It was not far from here that we did one of our first meetings in Norway where I was told Mynewsdesk would never take off in Norway – that’s simply not how we do communications here. No I am proud to say we are making digital and communications and PR easy for over 10,000 communicators at over 700 companies But forgive me for being a bit serious for a moment STARTUP to serious company Some of you are new to Mynewsdesk and some of you will have followed our journey for years – we love you all Mynewsdesk is now 13 years old and over the last 12 months we have been doing some serious thinking about our market, our product and our place in the world and I wanted to share that will you today … as well as give you some presents
- This is what drives our nearly 200 people to go to work every day Whether you are a brand or a journalist you have an opportunity with your stories to make a big difference in the world
- It is our wish to live in a world where no story goes untold and more importantly unheard Lots of people are telling stories at the moment – but how many of them are truly being heard by the right audience at right time That’s what we want to achieve
- In 2003 the world was a lot simpler – we just had PR’s and Journalists to serve – But with the development of digital, mobile and social technology lots has changed In 2016 the world is very different and we see that we now serve three distinct markets BRAND PUBLISHER: 5,000 + brands CONTENT: 12,000 + subscribed journalistsin Sweden / 180,000 influencer followers
- BRAND PUBLISHER: A workflow for companies and organizations to get ideas, tell stories and make themselves heard by the right audience. CONSUMER: A direct source of relevant brand stories that inspire engagement and action, for the people that care about them. CONTENT: A marketplace for content creators to offer and seek professional opportunities around stories This content market has never been more important as well celebrate the 250th aniversary of the freedom of the press in Sweden
- Rights that’s the heavy stuff over Now lets share with you what’s on our learning agenda and give you some presents
- I’m sure many of you will have experienced this – this summer – boy I loved seeing my kids get out and about Thing is I talked about this at Mynewsday 2011 as the next big thing in communication – but I guess it took a few years To revive a brand you need to keep it alive Timing is everything Its not all about paid advertising 1. MAKES BEING OUTSIDE FUN – 2. YOU NEVER KNOW WHAT IS GOING TO HAPPEN – POWER OF THE UNEXPECXTED
- So here we have snapchat, Instagram Stories (or snapchat for old people) and Facebook Live As messaging platforms globally passed the user numbers for the main social networks we spending a lot of time thinking about this We used facebook Live a day after it was launched and tested aganist web streaming and Periscope, Twitter What all three platforms are teaching me is the rise in importance going forward of interactive video in both shortform and longform content
- This is a huge area of focus and investigation for Mynewsdesk especially in our Product division Parents evening 50% of our jobs will be replaced by robbots – I was not popular But I would suggest looking at these technologies to help you do your job better A rising amount of both brand and media/news content is being written by algorithms and I believe that will be a positive thing AP is a good example where they only had journalists to cover 300 companies – now with the help of automated content creation of financial result coverage they are able to cover 1000 + companies
- Swedish people ahed 17 – 24 – What are your most important sources of information? Facebook, Instagram, Snapchat, Youtube, Spotify
- One of the key learning to succeed in this digital world is to start to truly understand human behaviour What are people doing when they are consuming our content and how can I connect even deeper with them by understanding this Best work I have seen on this is by the Danish media researcher Thomas Baekdal & I first saw presented by Jan Helin (SVT Program Director ) - The Break – we all recognise this – the immediacy of our mobile phone’s and the urge to check Facebook, Instagram, Snapchat or Twitter NO INTENT, NO COMMITMENT - The Update – Where traditional media’s strength starts – HIGHLY SPECIFIC INTENT, HIGH DEGREE OF VALUE EXPECTATION, REALTIME - The LookUp – Similar to the Update but conscious decision to stop – invest time and get specific information they need – GIVE PEOPLE REAL ANSWERS (Brand Opportunity / SEO) - The Story & Passion – Similar to lookup but more indepth analysis and insight around a specific topic of INTERTEST – Old world of trade media - Big brand opportunity to establish voice in a niche - The Recline – This is what Print used to be like 3- 5 hours per day in recline mode – biggest media opportunity – Netflix, HBO, SVTPlay, or slow TV & Twich – now Amazon
- This is another way of looking at it Buzzfeed – The Bored peoples Network Facebook moving across all Business models from Advertising to Subscription
- One thing I have come to the conclusion of is YOU WILL and YOU SHOULD be producing more content than you are today Still too many companies practising PR 1.0 – putting out a press release when they feel they have big enough news Interesting is to look at what is going on at the Washington Post who for a brief time at the end of last year overtook the NYT as most traffic newspaper website in the US Their journalists and robots are producing over 1,200 stories per day
- Well the Washington Post is owned by Jeff Besos of Amazon fame and I think he is doing the same with the WP as he did with Amazon Building the longtail of content, as he did with retail in niche categories This I believe will become a big opportunity for brands – related the the lookup and story and passion behaviour I talked about earlier Last year I talked a lot about Mark Schafer’s content shock theories – whether you stand on the side of the argument of quality versus quantity content I believe with the devlopments of search, social and mobile we will all need to be producing more content over the coming years Question is how are you going to produce all this content with the same resources?
- To address this issue of content we were determined last year to show how an increase in the use of content could truly pay off I talked last year about the importance of purpose driven story telling I have been asked by a lot of customers both in social media and face to face to talk about our award winning 100 million challenge
- So we won lots of awards which was good We proved that by using the Mynewsdesk platform with enough creative and purpose driven story telling you can get significant results
- But far more importantly Hövding experienced real business results Sales / Internatiuonal brand building and further grow opportunities All with creative and purpose drive story telling and the right platform to support it
- Old world of 4 or 7 ps of marketing Study published in the HBR 3 years ago with 500 B2B marketers SAVE framework
- Last week announced our partnership with Berghs school of Communication and Mynewsdesk Most innovative and creative communications school in the world – Future Lions at Cannes 3 of 5 years With Mynewsdesk one of the most innovative tech platforms in communication Developing digital competence in communications is a common aim of both of us BUT this is not our only focus on the education front "This is a fantastic partnership between the world's leading digital communications school and Mynewsdesk - a world leader in innovative technology for the comms industry. The combination of digital competence, creativity and innovative technology will be the recipe for the success of tomorrow's communicators”, says Jonathan Bean, Chief Marketing Officer at Mynewsdesk.
- This is your first present of the day Not all of you will be lucky enough or have the time to attend a course at Berghs so We have spent the last 6 months spending a lot of time creating our Digital PR academy just for you As off today it is live and part of Mynewsdesk learn Its totally free as of now –
- Here how you go in and sign up
- Through our research with clients we know that all of these things are probably going through your mind So we have designed modules for each of these areas And we will be adding more
- There study guides for you and your teams
- Video courses You lucky you don’t get him in the Swedish version
- You can do self assessment for yourself and all your team An get certified if you pass the exam A good way of doing a capability test for yourself or your team
- No surprising but a little worrying they have faith in the status quo
- Right … we done learning … now onto now onto listening Having spent 20 years in the industry I have come to agree with the Dalai Lama You learn something new by listening – wether you be story telling, defining your audience and defintely in measurement
- But there is a problem as far as I have observed This was my first job in comms – putting the press clipping book together on a daily basis And the media monitoring business has evolving – scanning print publications to scraping the web But as far as I see it the monitoring business is broken We have gone from heavy manual processes to complex and not useful dasboards and charts We want to change that
- So here’s your third present That’s why today we are launching Mynewsdesk Listen A full media monitoring product which is integrated into your PR workflow Mynewsdesk technologies have been building this and we now have over 500 customers using and paying for this product across the Nordics
- We want to increase your efficiency and have the only truly integrated media monitoring and PR workflow offering in the market We want to decrease your costs – this will be the most cost efficient solution in the market And more importantly we want this monitoring soltion to inform you media and influencer outreach and content creation activities
- Available to all of you in Q4 We are doing a selective roll out in Q4 If you desperately want access to this immediately please talk directly to account manager who will have all the details And if you are new to Mynewsdesk – simply signup and talk to our support and sales teams
- No surprising but a little worrying they have faith in the status quo
- So here are 5 takeaways
- And I thought I would leave you with some quotes from Einstein – he is cleverer than all of us