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.
7. @mpranikoff @Loder5 #ExLPRSummit
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.)
8. @mpranikoff @Loder5 #ExLPRSummit
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.
8
DIGITAL PLAYERS HAVE EXPLODED ONTO THE NEWS SCENE
Source: Pew Research Center Phone Survey, March 2014
18. @mpranikoff @Loder5 #ExLPRSummit
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
19. @mpranikoff @Loder5 #ExLPRSummit
x = time
y = change
Old Way New Way
future
storytelling
fodder
Adapted from Lou Hoffman - www.Hoffman.com
THE COMMUNICATOR’S STORY SPIKE
21. @mpranikoff @Loder5 #ExLPRSummit
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
29. @mpranikoff @Loder5 #ExLPRSummit
• 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
30. @mpranikoff @Loder5 #ExLPRSummit
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
32. @mpranikoff @Loder5 #ExLPRSummit
..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