A Whole New World of Public Relations - London March 2010
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A Whole New World of Public Relations - London March 2010
- 1. A Whole New World Of Public Relations PR Newswire Emerging Media Seminar London, March 2010
- 2. Michael Pranikoff Global Director Emerging Media PR Newswire michael.pranikoff@prnewswire.com www.delicious.com/michaelpranikoff Twitter / @mpranikoff
- 3. “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
- 4. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 5. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 6. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 7. “ 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
- 8. Feel Like You Are Trying to Convince These Guys?
- 9. Influencers
- 10. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 13. 45% said they liked it
- 14. 41% had no feelings about it
- 15. 15% didn’t like it
- 16. 8% said it negatively affected their feelings of the brand
- 17. 32% who said it made them like the brand moreCreated by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 18. Customer RelationsISPublic Relations Photo credit: http://www.flickr.com/photos/alexharries/1297298843/
- 19. “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
- 20. Old School Michael Pranikoff Director, Emerging Media PR Newswire michael.pranikoff@prnewswire.com www.delicious.com/michaelpranikoff Twitter / @mpranikoff New School Twitter Event Hashtag: #prncl
- 21. 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 Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 22. Head Traditional Media Reaching Billions Reach MILLIONS Online Media SEARCH Tail Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 23. The Long Tail of Public Relations Over Six Months Amount of Coverage What Needs to happen today – Shorter Releases on a more regular basis Time From Origination Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 26. Make your contentEasy To View
- 27. Make your contentEasy To UseCreated by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 28. The Traditional NewsWire Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 29. PUSH Photo credit: http://www.flickr.com/photos/ytruly/2463366156/
- 30. PULL Photo credit: http://www.flickr.com/photos/jonathangayman/1028689242/
- 31. The Newswire Today – 2010 & Beyond! PR Newswire editors process copy in PR Newswire’s state-of-the art editorial system, looking for errors, typos, etc.,and prepare it for distribution Distribution via satellite, internet, e-mail and RSS. Reaching news organizations, individual reporters and bloggers, websites, financial networks, search engines and mobile devices. Reach traditional and non-traditional media, investors, customers and general public around the world, generating media coverage in print and TV, social media buzz, investments and purchases Upload release and multimedia. Select newsline distribution (ie. Global) plus create targeted list from our media database
- 32. The Power of PUSH&PULL Photo credit: http://www.flickr.com/photos/alvarezandz/3296307865/
- 33. Social Media is NOTa Campaign. It’s a strategyto build Relationships
- 35. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 36. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 37. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 43. 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.
- 44. Search Engine Optimizationfor News Releases Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 50. Think Keyword Phrases not Keywords – 42% of searches performed use 3-5 Keywords – Comscore
- 52. Digital Asset Optimization Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 53. Digital Asset Optimization Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 54. Visibility Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/
- 56. Intimacy– The affection a person holds for a brand
- 57. Influence– The likelihood a person is to advocate on behalf of the brand Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/
- 58. Listen
- 60. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 61. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 62. Metrics & Measurement / Analysis PR Newswire Social Media Metrics Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 63. WeALLneed toBecome ‘ers Data Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 67. Bonus Case Study
- 69. PR Newswire Social Media Metrics
- 73. Listen Analyze Strategize Engage Repeat Source: http://thecoolgadgets.com/wp-content/uploads/2009/09/8-phaser-laser-gun.jpg
- 74. Don’t be AFRAID To Dive On In! Photo credit: http://www.flickr.com/photos/inocuo/1113074767/
- 75. Michael Pranikoff Global Director Emerging Media PR Newswire michael.pranikoff@prnewswire.com www.delicious.com/michaelpranikoff Twitter / @mpranikoff
Notes de l'éditeur
- 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.
- 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.