The document discusses how to maximize public relations value through social media. It recommends developing a strategic social media plan that incorporates pushing out messages through social platforms while also engaging in conversations to pull in audiences. Case studies are presented that combined different social media elements like blogs, Twitter, online publications and search to achieve online success. The goal is to extend the reach of communications over six months through ongoing online conversations.

1. Make the Most of Social Media
and Demonstrate Its Value!
Maximize Your Public
Relations Dollars
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

2. Michael Pranikoff
Director, Emerging Media
PR Newswire
michael.pranikoff@prnewswire.com
www.delicious.com/michaelpranikoff
Twitter / @mpranikoff
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

3. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

4. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

5. But it takes……
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

6. And most of us are doing
this with our budgets….
Photo credit: Michael Pranikoff, PR Newswire Director of Emerging Media
Created by: http://recessionearning.com/10-ways-to-recession-proof-your-life.php

7. Source: http://www.readwriteweb.com/archives/study_fast_growing_us_companie.php
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

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12. Source: Slideshare.net JohannesBhakfi
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

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14. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
Photo credit: http://www.flickr.com/photos/margolove/1810357551/

15. Principles to Communicating
Your Message Today
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

16. The Long Tail
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

17. The Long Tail of Public Relations
Mainstream Media Pickup
News Release
Blogs / Twitter / Online Pubs
Immediate Online Pickup
Weekly Trade Pubs
Monthly Trades
Quarterly Pubs / Journals
Search
Release Crosses Wire
Share
Blog
Conversation
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

18. The Long Tail of Public
Relations Over Six Months
Conversation
Coverage/
Amount of
Time From Origination
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

19. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

20. Photo credit: Michael Pranikoff, PR Newswire Director of Emerging Media
Created by: http://www.flickr.com/photos/unaerica/3271668934/

21. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

22. WhiteHouse.gov
New Era of Engagement – Nielsen
http://www.nielsen-online.com/blog/2009/04/29/a-new-era-of-engagement/
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

23. ALL need
We
Become
to
‘ers
Data
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

24. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

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26. http://search.twitter.com
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

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33. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

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37.  90% of women had never seen the ad
 45% said they liked it
 41% had no feelings about it
 15% didn’t like it
 8% said it negatively affected their feelings
of the brand
32% who said it made them

like the brand more
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

38. “In a downturn, aggressive
PR and Communications
strategy is key. “
Doug Leone, , General Partner, Sequoia Capital, 10/9/08
http://blog.weatherby.net/2008/10/a-ceos-sequoia.html
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

39. PULL
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
Photo credit: http://www.flickr.com/photos/lasertrimguy/132901948/

40. PUSH
Photo credit: Michael Pranikoff, PR Newswire Director of Emerging Media
Created by: http://www.flickr.com/photos/ytruly/2463366156/

41. The Power of
PUSH & PULL
Photoby: Michael Pranikoff, PR Newswire Director of Emerging Media
Created credit: http://www.flickr.com/photos/alvarezandz/3296307865/

42. A Case Study of Online Success
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

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46. Multiple Elements Included
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62. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

63. Michael Pranikoff
Director, Emerging Media
PR Newswire
michael.pranikoff@prnewswire.com
www.delicious.com/michaelpranikoff
Twitter / @mpranikoff
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media