This document discusses how communications and public relations are evolving with new media. It notes that consumers now get news through social networks and companies want direct access to engage audiences through continuous messaging. The traditional PR model of working with journalists has changed, and content must now be optimized for search and shared across online networks to reach audiences through the "long tail." Tips are provided for creating shareable content and using multimedia, social media, and analytics to measure engagement.

2. Rakefet Sudri
Head of Sales,
PR Newswire Israel
Tel: 0772005042
rakefet.sudri@prnewswire.co.il
Twitter / @PRNewswireIL

3. Disclaimer: I am not a Guru.
All tips, recommendations, and ideas are from
reading, exploring, and learning anyway that I can. I
consider myself a B+ Student at best.

4. Old School
New School

6. “In 1965, 80 percent of adults could be
reached with three 60 second TV spots.
Today it requires117 prime time
Commercials to produce the same result”
(Jim Stengel, CMO, P&G)

7. Michael Pranikoff
Director, Emerging Media
PR Newswire
michael.pranikoff@prnewswire.com
www.delicious.com/michaelpranikoff
Twitter / @mpranikoff
Twitter Event Hashtag: #prncl

8. Source: InSites Consulting

9. Follow The Conversation on Twitter #PRNewswireIL

10. Follow The Conversation on Twitter @PRNewswireIL

12. Follow The Conversation on Twitter @PRNewswireIL

13. Follow The Conversation on Twitter @PRNewswireIL

15. Photo credit: http://www.flickr.com/photos/alexharries/1297298843/

16. Communications Comes
Into Focus
Companies want:
Marketing
Public
• Direct access to consumers
Relations
• Opportunities to engage with
audiences
• Continuous Messaging that is
easy to share
• Analytics, ROI
They want to communicate in a
way that combines PR, Marketing Advertising
and Advertising.

17. Traditional Public Relations Model
The model has changed....
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18. Journalist

20. News Traffic Landscape
• Yahoo ranks as the top global news site.
Google News is the second largest online
news property in the world in terms of traffic.
• Yahoo News
• Google News
• New York Times
• CNN
• China’s QQ.com
• BBC
• MSN
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21. Pew Research Center’s
• 57% of internet users share links to news stories
• 30% get news through Social Networks
• 6% get news via Twitter feeds

22. Follow The Conversation on Twitter @PRNewswireIL

23. The Long Tail of Corporate Content
Mainstream Media Pickup
Blogs / Twitter / Online Pubs
News Release
Immediate Online Pickup
Weekly Trade Pubs
Monthly Trades
Quarterly Pubs / Journals
Release Goes Out Search
Share
Blog
Conversation

24. Head
Traditional Media
S
Reach
ns in g
N
IO
Online Media
ll io h
ILL
B i ac SEARCH Tail
M
Re

25. Principles to
Communicating Your
Message Today
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26. Building the Foundation
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28. Surround Your
Content with
Links to Relevant
Content

29. Make Your
Content
Easy to Use

30. Tips for SEO & News Releases
• Create Tweetable Headlines – 120
Characters to allow for the ReTweet
• In reality – Headlines need to be 65 – 80
Characters with spaces. Headline is the
Title Tag
• Think Keyword Phrases not Keywords –
42% of searches performed use 3-5
Keywords – Comscore
• Use links in releases – Deep Links!
Concentrate those links in the first 3
paragraphs of the release.

31. Photo credit: http://www.flickr.com/photos/tambako/2387498031/

32. Virgin America MNR

33. Infographic: Multimedia Press
Releases Generate More Views

34. Use Social Media to make your
content directional

36. se
Ca y
S tud

38. engage opportunity everywhere

39. PRSA 2010 International Conference
Washington, DC
Oct. 16 – 19, 2010
#PRNGame

40. PRSA 2010 International Conference
Washington, DC
Oct. 16 – 19, 2010
• Open to all attendees with a
smartphone
•Placed codes all over the
conference, name tags, sessions,
even other exhibitor booths
•Over 1000 Tweets with #prngame
in 3 days
•19% of all Tweets with the #prsa_ic
official hashtag included
#PRNGame
#prngame

41. “It’s not about using new
media; it’s about using media in
new ways”
Dr. Craig Lefebvre
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42. “Video is
the new
Voice!”
John Chambers, CEO
Cisco

44. The ARC Engagement Platform
A
A
ccess your audiences via multi‐channel distribution
A
R
R
each them with dynamic multimedia content
C
C
onnect, interact, transact and engage

45. http://multivu.prnewswire.com/player/
42215-lockheed-martin-f-35/

46. “Share” button allows viewers to
embed the ARC into their blogs or
Web sites.

47. ARC Content Update
blog
blog
fan site
blog blog
fan site
news site
company site
blog

49. Search Goes Social

51. http://www.flickr.com/photos/robotography/492966506/

53. Location Based Social Media…
Follow Me!

54. How Will You Measure
Your Success?
Photo Credit: http://www.flickr.com/photos/ppdigital/2327029777/

55. Identifying the
Audience
Where are they
gathering?
What are they
talking about?

57. Too Much Noise
http://www.flickr.com/photos/matthijs/3290859398/

58. Photo credit: http://www.flickr.com/photos/margolove/1810357551/

60. Think both
Internal
and
External
Communications
Resource:
Social Media
Governance
http://budurl.com/bhqq
Establish Your Guidelines

61. How Do you
Manage /
Control your
Corporate
Reputation
in a Crisis
Situation?

62. Listen
Analyze
Strategize
Engage
Repeat
Source: http://thecoolgadgets.com/wp‐content/uploads/2009/09/8‐phaser‐laser‐gun.jpg

63. Rakefet Sudri
Head of Sales,
PR Newswire Israel
Tel: 0772005042
rakefet.sudri@prnewswire.co.il
Twitter / @PRNewswireIL
Special thanks to Michael Pranikoff
Global Director, Emerging Media, PR Newswire