The document outlines an emerging media seminar presented by Michael Pranikoff, the Director of Emerging Media at PR Newswire. The seminar discusses best practices for using social media and emerging technologies to optimize public relations efforts, including listening to audiences, leveraging push and pull communications, and utilizing the long tail of coverage over time through various online and print publications.

1. PR NEWSWIRE
EMERGING MEDIA SEMINAR
LONDON APRIL 2009
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. Social Media – Who, What,
•
Where, Why & How
Listening to the audience(s)
•
The Power of Push & Pull
•
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

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

5. The Five C’s
Collaboration
Content
Converged
Services
Community
Conversation
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

6. Source: Forrester Research / Business Week 6/11/2007
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

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9. 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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15. Cardiff School of Journalism, The Quality and Independence of British
Journalism; February 2008
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

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

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33. Customer Service IS
Photo credit: http://www.flickr.com/photos/alexharries/1297298843/

34. The Power of
PUSH & PULL
Photo credit: http://www.flickr.com/photos/alvarezandz/3296307865/

35. “I would expect that next year, people will share twice as
much information as they share this year, and next
year, they will be sharing twice as much as they did the
year before,” he said. 11/6/08 Web 2.0 Summit
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

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

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

38. Let’s Talk Technology
Posted to http://cravingideas.blogs.com/backinskinnyjeans on 9/29/06

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

43. More RSS Feeds Makes
Your Content More
Accessible, Viewable,
and Useable by your
Audience
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

44. technorati.com/blogging/state-of-the-blogosphere/
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

45. Who Are The Global Bloggers?
technorati.com/blogging/state-of-the-blogosphere/
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

46. Who Are The Global Bloggers?
technorati.com/blogging/state-of-the-blogosphere/
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

47. Social Bookmarks and Tagging

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49. So How Does This Relate to Me?
• Find out how many people are linking to my site in Delicious
• Find out how people are characterizing my company by words / tags
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

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

51. How Do You Optimize a News Release?
o Front-End Optimization: Write
better news releases using
researched keywords, not jargon or
technical terms.
o Back-End Optimization: Work with
an optimization partner that can
establish a search-engine friendly
environment for your news release.

52. Front End Optimization
o Use well researched keywords or phrases
that you know are being used in searches.
Tools You Can Use for SEO
www.google.com/trends
www.google.com/insights/search
www.freekeywords.wordtracker.com
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

53. Front End Optimization
o Use well researched keywords or phrases
that you know are being used in searches.
o Use your keywords/ phrases in your
Headline and Sub-headline (if you use
one)
o Keyword Density
o Use links in your release....but not just to
your homepage.
o Multimedia Content – like photos and
video add HUGE value to your release!
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

54. Keyword Density: The number of times a
word or phrase appears in a block of
text. Optimal keyword density is between
1.5% - 3.5%. Text with a keyword
density greater than 4% will be identified
by search engines as spam.
Optimal Keyword Density =
1.5% - 3.5% per 250 words
OR
3 – 4 times for a 400 word release
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

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

56. Copy and Paste
Release
Here
Place keywords or phrases here
to check for proper word density
for search engine optimization of a
release.

57. Digital Asset Optimization
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

58. Digital Asset Optimization
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

59. Multimedia News Release (MNR)
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

60. http://www.techcrunch.com/2009/03/09/the-50-media-sites-bloggers-link-to-the-most/
http://www.techcrunch.com/2009/03/09/the-50-media-sites-bloggers-link-to-the-most/
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

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62. http://johnbell.typepad.com/weblog/images/2008/08/17/pr_brain2.jpg
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