Presentation by PR Newswire Global Director of Emerging Media - Michael Pranikoff and Bayer Vice President of External Communications – Chris Loder – at the EXL Pharma PR Summit 2014. This presentation focused on the following: Understanding what reporters want now from communications teams; Knowing how to quickly draft and deliver compelling news for various formats; Develop a resource for reporters to keep your name in the news; Creating a digital strategy to meet the demands of new media.

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Chris Loder
VP External Communications
Bayer Corporation
Michael Pranikoff
Global Director, Emerging Media
PR Newswire

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MEDIA EVOLUTION

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Source: U.S. Bureau of Labor Statistics
From 2001-2011,
the number of
news outlets
DECREASED
BY ROUGHLY
10%1
During that same
time, the number
of employed
journalists
DROPPED
BY NEARLY
50%1
MEDIA NEED YOUR NEWS!
Journalists are expected to
produce more with less,
while still:
• Telling stories in
multiple ways (photos,
video, infographic, etc.)
• Publishing in more
channels (print, web,
blog, social, etc.)

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News Is A Part Of The Explosion Of Social And Mobile,
and that offers the opportunity to reach more people
with news than ever before.
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DIGITAL PLAYERS HAVE EXPLODED ONTO THE NEWS SCENE
Source: Pew Research Center Phone Survey, March 2014

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Source: The American Journalist in the Digital Age – Indiana University May 2014

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DIGITAL REPORTING IS GROWING.
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THE RISE OF DIGITAL NEWS CHANGES THE REPORTER’S ROLE
Image source: AP

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MEDIA OUTLETS
ARE RETOOLING.
ROLES OF JOURNALISTS ARE CHANGING
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Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/

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Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/

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Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/

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Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/

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Source: Comscore Mobilens December 2013

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x = time
y = tension
opening
scene
climax
dénouement
Earned Media
beginning middle end
Adapted from Lou Hoffman - www.Hoffman.com
72 Hours – 96 Hours
CLASSIC STORY ARC

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x = time
y = change
Old Way New Way
future
storytelling
fodder
Adapted from Lou Hoffman - www.Hoffman.com
THE COMMUNICATOR’S STORY SPIKE

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BRAND MENTIONS ARE THE FUTURE OF LINK BUILDING
Source: http://moz.com/blog/panda-patent-brand-mentions

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BRAND
Currency = Content
AUDIENCE
Currency = Personal Info
Jane Smith
jane.smith@xyz.com
555-555-5555
CEO, XYZ Corp.
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 VALUE EXCHANGE

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Content Courtesy of UberFlip

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Content Courtesy of UberFlip

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Content Courtesy of UberFlip

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Headline
Article
…8 will only read the
headline…
…and only 2
will make it to the article.

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One in five people
1 in 5 people

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Number/Trigger
Keyword
Adjective
Promise
Headline
_______________
+
+
+

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HOW TO WRITE HEADLINES THAT ARE
BETTER THAN BACON-COVERED BACON
Trigger
Adjective
Keyword
Promise

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• Make your news easy to read and digest.
Think “info-snacks”
• Use bold to separate ideas – But Don’t
Overdo It!
• Bullet points are great to use. – Make this
your Tweet.
•Think about having a “Quotes” section
instead of burying the quote.
•Easy To Read means Easier to Use!
STRUCTURE OF CONTENT

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TEXT RELEASE TEXT RELEASE +
1 VISUAL ASSET
TEXT RELEASE +
MULTIPLE MEDIA
MULTIMEDIA NEWS
RELEASES &
CAMPAIGN MICROSITESSource: PR Newswire analysis of 2013 releases.
MULTIMEDIA DRIVES DISCOVERY

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Source: PR Newswire analysis of 2013 releases.
MULTIMEDIA DRIVES DISCOVERY

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..A STORY AT THE HUFFINGTON POST CANNOT BE
PUBLISHED UNLESS IT HAS A MULTIMEDIA ASSET, A
SEARCH HEADLINE, A TWEET AND A FACEBOOK POST…
Source: NYT Innovation Report 2014

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WHAT REPORTERS WANT NOW
FROM COMMUNICATIONS TEAMS

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BE A CONSISTENT RESOURCE AND HAVE A
PROVEN TRACK RECORD IN DELIVERING
NEWS OF VALUE TO THE MEDIA.

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THINK AND ACT LIKE A REPORTER,
UNDERSTANDING THEIR NEEDS AND
INTRICACIES

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Focus On The Story…..Not On Your Brand

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REPORTERS NEED SOUNDING BOARDS
AROUND STORY IDEAS OR NEWS ANGLES

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KILL THEM WITH KINDNESS