The document is a seminar presentation by Michael Pranikoff, Global Director of Emerging Media at PR Newswire, discussing the evolution of content and communications in marketing and public relations. It highlights the transition from traditional to digital media, the importance of trust as a currency in business, and provides practical tips for creating engaging content. Additionally, it emphasizes the need for shorter, more frequent press releases and the integration of multimedia for improved audience engagement.

1. WORKTHATCONTENT*@#%!PR Newswire Seminar • March 30, 2011 • Minneapolis • #PRNEDU

2. Michael PranikoffGlobal Director, Emerging MediaPR Newswiremichael.pranikoff@prnewswire.comwww.delicious.com/michaelpranikoffTwitter / @mpranikoff

4. 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.

5. ContentREVOLUTIONFollow The Conversation on Twitter #PRNEDU

6. http://blog.angelsden.co.uk/index.php/2009/01/find-your-own-niche/

7. CONTENT is Follow The Conversation on Twitter #PRNEDU

9. Follow The Conversation on Twitter #PRNEDU

10. PUSHPhoto credit: http://www.flickr.com/photos/ytruly/2463366156/

11. PULLFollow The Conversation on Twitter #PRNEDU Photo credit: http://www.flickr.com/photos/jonathangayman/1028689242/

12. PULLPUSHCONTENT

13. Old SchoolNew SchoolCreated by: Michael Pranikoff, PR Newswire Global Director of Emerging Media

15. “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)

16. Michael PranikoffDirector, Emerging MediaPR Newswiremichael.pranikoff@prnewswire.comwww.delicious.com/michaelpranikoffTwitter / @mpranikoffTwitter Event Hashtag: #prncl

18. Follow The Conversation on Twitter #PRNEDU

19. "Digital and Traditional for the ordinary person is all the same thing. It's all things they consume. It means nothing to them. In agencies and client organizations, people still don't understand this.“ Ian Tait - Global Interactive Executive Creative Director at W+KCreated by: Michael Pranikoff, PR Newswire Global Director of Emerging Media

20. SILOS in Corporations areOldandCrumblinghttp://www.flickr.com/photos/kh-67/4892949459/

21. Communications Comes Into FocusMarketingPublic RelationsCompanies want: Direct access to consumers

22. Opportunities to engage with audiences

23. Continuous Messaging that is easy to share

24. Analytics, ROIThey want to communicate in a way that combines PR, Marketing and Advertising.Advertising

27. Trust

28. TrustOverAttentionTrust will continue to replace attention as the Currency of the web and business. No one will pay attention if they don’t trust you.

29. How much do you trust the following industries to do what is right?

30. How much do you trust the following industries to do what is right?

31. Where do you generally go first for news about a company? Then where do you go?

32. News Traffic LandscapeYahoo ranks as the top global news site. Google News is the second largest online news property in the world in terms of traffic. Yahoo NewsGoogle NewsNew York TimesCNNChina’s QQ.comBBCMSNCreated by: Michael Pranikoff, PR Newswire Global Director of Emerging Media

33. Follow The Conversation on Twitter #PRNEDU

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

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

36. Are you driving the conversation?http://www.flickr.com/photos/perspectivephotography/2090451536/

37. Letting go of control.Follow The Conversation on Twitter #PRNEDU

38. Mainstream Media PickupBlogs / Twitter / Online PubsImmediate Online PickupWeekly Trade PubsMonthly TradesQuarterly Pubs / JournalsSearch Share Blog Release Goes OutThe Long Tail of Corporate ContentNews ReleaseConversationCreated by: Michael Pranikoff, PR Newswire Global Director of Emerging Media

39. HeadTraditional MediaReaching BillionsReachMILLIONSOnline MediaSEARCHTail Created by: Michael Pranikoff, PR Newswire Director of Emerging Media based on Immediate Future, 6/06

40. The Long Tail of Corporate Content Over Six MonthsAmount of CoverageWhat Needs to happen today – Shorter Releases on a more regular basisThe Current Average – 1 Release every 2 monthsTime From OriginationCreated by: Michael Pranikoff, PR Newswire Director of Emerging Media

41. ConsistentCommunicationsMatters

42. Building the FoundationSEO

44. ContentisKING!

45. ContextisThe Almighty

46. Surround Your Content with Links to Relevant Content

47. Make Your Content Easy to Use

48. Tips for SEO & News Releases Create Tweetable Headlines – 120 Characters to allow for the ReTweetIn reality – Headlines need to be 65 – 80 Characters with spaces. Headline is the Title Tag

49. Think Keyword Phrases not Keywords – 42% of searches performed use 3-5 Keywords – Comscore

50. Use links in releases – Deep Links! Concentrate those links in the first 3 paragraphs of the release. SEO & SOCIAL MEDIAARE BUDDIESPhoto credit: http://www.flickr.com/photos/tambako/2387498031/

51. VisibilityPhoto credit: http://www.flickr.com/photos/fortphoto/1746927016/

52. EngagementThe 3 I’s of EngagementInteraction– The actions a person takes while present at those touch points

53. Intimacy– The affection a person holds for a brand

54. Influence– The likelihood a person is to advocate on behalf of the brand Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/

55. THINKVISUALLY!

56. THINKVISUALLY!

57. THINKVISUALLY!

62. Tips on Using Multimedia Photos /Images / Video are rich multimedia coding – attracts search engines

63. Headline the Multimedia – images / photos….and use keywords/ keyword phrases

64. Use Captions – but be smart with captions. Just as in releases, think keyword phrasesAdd links to your captions - the old fashion links, not anchor text. StoryTime

72. Using multimedia in your releases increases journalist and public engagement by 35%.According to internal sample research comparing press releases that contain multimedia with those that do not.Follow The Conversation on Twitter #PRNEDU

73. “Video is the new Voice!”John Chambers, CEO Cisco

74. Tips on Creating / Using Video KISS – Keep It Simple Stupid

75. Video today needs to tell a story. B-Roll won’t cut it.

76. Online Video shouldn’t be more than 3 minutes long…unless it’s really good and in depth. Short and to the point is best.

77. What works? Video with personality, Showing how something works, Interviews…but simple.

78. Place on your page, your YouTube Channel, Blog…but make sure to pay attention to the Title, Caption….and use a link!Onlineis the first place any consumer – B2B or B2C goes today

79. Where should I go today? http://2.bp.blogspot.com/_1oKAk5afZtM/S_va5tc6soI/AAAAAAAAAE8/wGEvs-F83V4/s1600/2198385460_15b24f14b6.jpg

80. Oh The Places Content CAN Go

81. Make Your ContentDirectional

82. StoryTime

84. engage opportunity everywhere

85. PRSA 2010 International ConferenceWashington, DCOct. 16 – 19, 2010#PRNGameengage opportunity everywhere

86. PRSA 2010 International ConferenceWashington, DCOct. 16 – 19, 2010Open to all attendees with a smartphone

87. Placed codes all over the conference, name tags, sessions, even other exhibitor booths

88. Over 1000 Tweets with #prngame in 3 days

89. 19% of all Tweets with the #prsa_ic official hashtag included #prngame#PRNGameengage opportunity everywhere

90. StoryTime

92. blogblogfan siteblogblogfan sitenews sitecompany siteblogDistributesUpdates Embedded Content