The Power of Push and Pull - Presentation at PRSA Sierra Nevada/ Reno by Michael Pranikoff, PR Newswire Director of Emerging Media.

1. 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. The Traditional
NewsWire
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

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

5. The NewsWire Today:
2009 and Beyond
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

6. “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

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

8. Cardiff School of Journalism, The Quality and Independence of British Journalism; February
2008
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

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

10. The Long Tail
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

11. 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

12. 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

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

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

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

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

21. Social Bookmarks and Tagging

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

23. 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.
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

24. Front End Optimization
o Use well researched keywords or phrases
that you know are being used in searches.
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

25. Tools You Can Use for
SEO
www.google.com/trends
www.google.com/insights/search
www.freekeywords.wordtracker.com
https://adwords.google.com/select/KeywordToolExternal
http://tools.seobook.com/keyword-tools/seobook/
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

26. 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

27. 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

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

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

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

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

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

36. 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

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

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

39. http://johnbell.typepad.com/weblog/images/2008/08/17/pr_brain2.jpg
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

40. 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

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