Dan Ye, Director of Business Development at PR Newswire Asia, spoke at the Magazine Publishers Association of Singapore, on the new ecosystem of content distribution and syndication.

1. The New Ecosystem of Content
MPAS Conference
May 31, 2013

2. According to internal sample research comparing press releases that contain multimedia with those that do not.

3. PR Newswire distribution network
Online media
Traditional
media
Social media
News
Release

4. PR Newswire distribution network (China)
Websites
Newspapers Social Media
News
Release

5. New Content Ecosystem
Requires Collaborations
According to internal sample research comparing press releases that contain multimedia with those that do not.

6. The Informed Consumer
Connected, Educated
and Informed
Also a contributor and
producer of content
With multiple options
to access information
Interact with and share
content with peers
Always-on, 24/7

7. The lines between them
are blurred
Conversation now
continues across all
Earned media is
increasing in importance
Increased mobile usage
is accelerating earned
media growth
Ecommerce is becoming
embedded into all, with
the option to buy from a
channel, ad or link
OWNED
MEDIA
EARNED
MEDIA
PAID
MEDIA
A brand pays to
place ad or
content in a
channel
Publicity gained
when an
influencer
promotes a brand
A brand
owns
a channel
• Advertising
• Events
• Direct Marketing
• Press pickup
• Blog mention
• Social sharing
• Word of mouth
• Company blogs
• Company website
• Company social
accounts
SOCIAL + MOBILE
Mega Trend: Convergence
- across paid, owned and earned media

8. The lines between them
are blurred
Conversation now
continues across all
Earned media is
increasing in importance
Increased mobile usage
is accelerating earned
media growth
Ecommerce is becoming
embedded into all, with
the option to buy from a
channel, ad or link
OWNED
MEDIA
EARNED
MEDIA
PAID
MEDIA
CONTENT drives them all.
Mega Trend: Convergence
- across paid, owned and earned media

9. PAID
MEDIA
OWNED
MEDIA
EARNED
MEDIA
The sum is greater than its individual parts
sources:
”Traditional Paid Media Must Fuel Earned Media Efforts” Forrester, Oct 2011
“Earned media is exploding. Born from traditional public
relations (PR), its rapid adoption by marketers is being
driven by new opportunities to drive word of mouth
through social media. But earned media cannot be
treated as a standalone sideshow to the main event of
building the business. As chief marketing officers
(CMOs) start to pay more attention to this fledgling
media, they must demand that is it integrated with online
and offline paid media as part of a holistic brand-building
strategy, with success measured in terms of the business
results, not just Facebook likes.”
Mega Trend: Convergence
- across paid, owned and earned media

10. The value exchange
AUDIENCE
Jane Smith
jane.smith@xyz.com
555-555-5555
CEO, XYZ Corp.
BRAND
Currency = Content
The brand continuously delivers
relevant content & establishes
its worth to the audience
The audience trusts the brand
enough to identify themselves &
grant permission for engagement
The creation of high quality,
valuable content that is
shared by the brand…
…with current & prospective customers, creating a value
exchange that gives the brand permission to engage.
Currency = Personal Info

11. Content Collaboration: PRN’s Journey
From one-way distribution
To seamless multimedia syndication
According to internal sample research comparing press releases that contain multimedia with those that do not.

12. 70 TRAVEL SITES,
INCLUDING FULL-TEXT
POSTS ON 24 OF THEM
SOCIAL MEDIA
@PRNTravel Twitter Feed
(840+ followers)
+ SOCIAL SHARING BUTTONS
4,800+ TRAVEL
BLOGS
100+ MOBILE
PARTNERSHIPS
23,000+ TRAVEL
JOURNALISTS
220+ ONLINE
VIDEO POSTS
PRNEWSWIRE.COM
(Google PageRank = 8)
280+ MEDIA
BROADCAST
POINTS
SEARCH
VISIBILITY
PR NEWSWIRE’S
CONTENT
DISTRIBUTION
NETWORK
Our Network AMPLIFY content (Travel news as an example)

13. Syndication: how we collaborate with media
• PR Newswire maintains a network of almost 10,000 websites, databases
and apps that include our news release content.
– 6,000 of those are in the U.S.
– 1,400+ in Europe, 1,800+ in LATAM and 800+ in Asia
– Includes major news sites like CNN, Yahoo, AOL, BBC, CBS, Fox and MSN
– Some sites publish our full news feed but most use those news releases that
match the interests of the audience of each site.
– 700+ exclusive web feeds
• Today, most of our content integration with 3rd party websites are through
the PR Newswire widget.

18. Source: PR Newswire web analytics.
more multimedia elements =
more audience engagement
Increase in average online views
per news release, when
multimedia elements are added.

19. Facilitate the flow of relevant and sharable
multimedia content from brands to media

20. THANK YOU!