Presentation may 2011
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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.
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Presentation may 2011
- 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
- 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
- 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.... Follow The Conversation on Twitter @PRNewswireIL
- 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 Follow The Conversation on Twitter @PRNewswireIL
- 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 Follow The Conversation on Twitter @PRNewswireIL
- 26. Building the Foundation Follow The Conversation on Twitter @PRNewswireIL
- 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.
- 33. Infographic: Multimedia Press Releases Generate More Views
- 34. Use Social Media to make your content directional
- 36. se Ca y S tud
- 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 Follow The Conversation on Twitter @PRNewswireIL
- 42. “Video is the new Voice!” John Chambers, CEO Cisco
- 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
- 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?
- 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