PRSA 2009 International Conference - Don’t Be Controlled by the Conversation, CONTROL the Conversation: Today’s Aggressive PR Tactics
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Don’t Be Controlled by the Conversation, CONTROL the Conversation: Today’s Aggressive PR Tactics by PR Newswire Director of Emerging Media - Michael Pranikoff; and Founder of Petra Consulting/ Customers Rock! Becky Carroll given on Nov. 11, 2009 at the PRSA 2009 International Conference in San Diego.
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PRSA 2009 International Conference - Don’t Be Controlled by the Conversation, CONTROL the Conversation: Today’s Aggressive PR Tactics
- 1. Don’tBe Controlled by the Conversation, CONTROL the Conversation: Today’s Aggressive PR Tactics
- 2. Michael Pranikoff Director, Emerging Media PR Newswire michael.pranikoff@prnewswire.com www.delicious.com/michaelpranikoff Twitter / @mpranikoff
- 3. Becky Carroll Founder Petra Consulting Group / Customers Rock! www.customersrock.net becky@petraconsultinggroup.com Twitter/@bcarroll7
- 4. “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
- 5. Source: http://www.readwriteweb.com/archives/study_fast_growing_us_companie.php Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 6. Source: http://www.readwriteweb.com/archives/study_fast_growing_us_companie.php Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 7. Source: http://www.readwriteweb.com/archives/study_fast_growing_us_companie.php Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 8. “ Technology is shifting the power away from the editors, the publishers, the establishment, themedia elite. Now it’s the peoplewho are in control.” Rupert Murdoch, Global Media Entrepreneur Rupert Murdoch
- 13. “The people in charge of talking are in the marketing department. The people in charge of listening are in theresearchor service or sales department. They hardly ever talk to each other, let alone have full-duplex conversations with customers.” This won't fly in social technology because the minute you talk, people expect you to listen. And if you start to listen, you'll be tempted to talk. It's a full-duplex channel that befuddles one-way marketers.” Josh Bernoff, Why marketers have trouble with full-duplex social technology, June 30, 2009
- 14. Old School New School
- 15. Feel Like You Are Trying to Convince These Guys?
- 16. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 17. Michael Pranikoff Director, Emerging Media PR Newswire michael.pranikoff@prnewswire.com www.delicious.com/michaelpranikoff Twitter / @mpranikoff Twitter Event Hashtag: #prncl
- 18. Mainstream Media Pickup Blogs / Twitter / Online Pubs Immediate Online Pickup Weekly Trade Pubs Monthly Trades Quarterly Pubs / Journals Search Share Blog Release Goes Out The Long Tail of Public Relations Press Release Conversation
- 19. The Long Tail of Public Relations Head Traditional Media Reaching Billions Reach MILLIONS Online Media SEARCH Tail Created by: Michael Pranikoff, PR Newswire Director of Emerging Media based on Immediate Future, 6/06
- 20. The Long Tail of Public Relations Over Six Months Amount of Coverage Time From Origination
- 21. PUSH Photo credit: http://www.flickr.com/photos/ytruly/2463366156/
- 22. PULL Photo credit: http://www.flickr.com/photos/jonathangayman/1028689242/
- 23. The Power of PUSH&PULL Photo credit: http://www.flickr.com/photos/alvarezandz/3296307865/
- 25. Make your contentEasy To View
- 26. Make your contentEasy To UseCreated by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 28. Social Media is NOTa Campaign. It’s a strategyto build Relationships
- 39. Listen Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 42. Metrics & Measurement / Analysis PR Newswire Social Media Metrics http://www.prnewswire.com/products-services/targeting-monitoring-measurement/social-media-monitoring/
- 44. We ALL need toBecome ‘ers Data
- 45. Visibility Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/
- 47. Intimacy– The affection a person holds for a brand
- 48. Influence– The likelihood a person is to advocate on behalf of the brand Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/
- 58. PR Newswire Social Media Metrics
- 63. JetBlue Airways Two Years Later
- 64. JetBlue Airways Two Years Later http://www.flickr.com/photos/briansolis/3974856240/sizes/o/
- 66. Little things make a difference
- 67. Using the right peopleIt Takes a Little Nurture and Care
- 68. Listen Analyze Strategize Engage Repeat Source: http://thecoolgadgets.com/wp-content/uploads/2009/09/8-phaser-laser-gun.jpg
- 69. Thank You @mpranikoff @bcarroll7
- 70. Don’tBe Controlled by the Conversation, CONTROL the Conversation: Today’s Aggressive PR Tactics
Notes de l'éditeur
- All of this type of data is available through your web development / IT teams. We need to dive into this data today – more so than ever. The more data we have on how people are interacting with our content, the better we can focus future campaigns.
- When we as communicators distribute news online, we are often looking at raising the visibility of an issue or campaign. Visibility is one of those things that we have measured for a long time in clips and hits.
- As in the last slide from the Nielsen study on the White House, Engagement is increasingly one of the most important things that we can measure.