What's Trending Now in PR & Marketing was the June 8, 2016 workshop given by PR Newswire Global Director of Emerging Media, Michael Pranikoff for the PRSA Fort Worth Chapter. Are you still telling your story the same way as you were five years ago? Companies and organizations are creating content at a furious pace today, but now we need to think differently in order to connect that content with how consumption behaviors are changing. It’s not enough to just create content, we have to evolve how we reach those audiences and adapt our stories to reach them effectively.

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Michael Pranikoff
Global Director, Emerging Media
PR Newswire
@mpranikoff

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“My dear, here we must run as fast as we can,
just to stay in place. And if you wish to go
anywhere you must run twice as fast as that.”
- Lewis Carroll, Alice In Wonderland

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Source: http://moz.com/blog/panda-patent-brand-mentions

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58
53
44
63
46
2012 2013 2014 2015 2016
Industry 2012 2013 2014 2015 2016
Search engines* 61 58 61 62 63
Traditional media 62 59 61 57 58
Online-only media** 46 44 47 45 53
Owned media 41 40 43 43 46
Social media 44 41 44 45 44
Millennials Gap
66 3
58 0
58 5
51 5
51 7
Source: Edelman Trust Barometer 2016

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Organic Search

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CHANGES TO SEARCH OVER THE LAST 12 MONTHS

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Source: Cracking The Content Code by BrightEdge – August 2014
Source of Traffic to B2B & B2C Websites

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Source: Andy Crestodina – Orbit Media Studios

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Source: The Knight Foundation: 5/11/16 Mobile-First News: How People Use Smartphones to Access Information
Social apps on mobile compete as a news
source, trailing only TV

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Source: The Knight Foundation: 5/11/16 Mobile-First News: How People Use Smartphones to Access Information
Social apps on mobile compete as a news
source, trailing only TV

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Source: The Media Insight Project - What Makes People Trust and Rely on News - April 2016

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TOP TRAFFIC REFERRAL SOURCES NOV 2014 – FEB 2015

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TOP TRAFFIC REFERRAL SOURCES NOV 2014 – FEB 2015

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TOP TRAFFIC REFERRAL SOURCES NOV 2014 – FEB 2015

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REUTERS INSTITUTE
DIGITAL NEWS REPORT 2015

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Lucas Herscovici
Vice President Digital Marketing for North
America at Anheuser-Busch InBev

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Glance
Media
Definition:
Glance Media is the “atomic unit of content” in
the form of a Tweet or smaller, that delivers
content specific to a person’s need at the
moment

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Glance
Media
Glance
Journalism
Definition:
Glance Media is the “atomic unit of content” in
the form of a Tweet or smaller, that delivers
content specific to a person’s need at the
moment

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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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PLANNING & EXECUTION RESULTS
• Goal: Demonstrate direct ROI from use of Press
Release syndication
• 3-4 Releases distributed per week promoting
content and product offers from
MarketResearch.com
• Use a blend of Content and Networks based on
content type and target audience
• Sales revenue directly tied to press release traffic was 73% of the
total program cost
• Press releases delivered 260% more traffic to Marketresearch.com
than all other paid channels
• Media pick-up increased YOY in mainstream and trade media,
measured by postings and inbound calls
• Releases produced first page search results on key unbranded terms
previously controlled by competitors
CASE STUDY: How PR Newswire helped
drive revenue through distribution
“PR Newswire succeeded in providing us wide
distribution to a large number of media sites…we are
being picked up by a number of relevant trade outlets in
addition to the major news networks.”
VP of Marketing, MarketResearch.com
“Our primary aims by working with PR
Newswire were to increase distribution
of our messages for specific products
and increase brand awareness.”

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Content Syndication
Creates Awareness with
New Audiences
Posting Content to Owned Media Engages
Your Current Audience
YOUR
WEBSITE
& SOCIAL
MEDIA
PRESENCE
Content
IgniteYourContentStrategyToReachNewAudiences

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IT ALL STARTS WITH
A GOOD HEADLINE

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80/20
RULE
Headline
Article
…8 will only read the
headline…
…and only 2
will make it to the
article.

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HEADLINE
FORMULA
Number/Trigger
Keyword
Adjective
Promise
Headline
_______________
+
+
+

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HEADLINE
FORMULA
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.
• Have a Call to Action within the first 300 words.
Use only relevant links.
•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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Source: PR Newswire Analysis of 2015 Syndicated Content

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Source: PR Newswire Analysis of 2015 Syndicated Content

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Analyst Scott Galloway of L2 Inc. Discusses in July 2015 the results
of a TravelZoo Asia Study first released in Jan. 2015

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Original Release Earned Media
Continued
Conversation / Earned
Media

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In July 2015 Subaru of America embarked on a campaign with the Center for
Pet Safety to talk about pet safety in vehicles. The used the following PR
tactics as part of their campaign:
• Traditional SMT (Satellite Media Tour)
• B-Roll Production
• Multimedia News Release that included B-Roll and images

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This is how the content was shared via social
media channels. Linking back to the Multimedia
News release and with images – but no video.

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Facebook reported in Q3 2015 that they doubled the number of
daily video views in 2015 from 4 Billion to 8+ Billion Video views
a day!
Source: http://techcrunch.com/2015/11/04/facebook-earnings-q3-2015/

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To Watch This Video:
https://www.facebook.com/subaruofamerica/videos/10152988297451689/
This video was created specifically for Facebook from the original
b-roll. This video does not require sound to tell the story
because 85% of videos viewed on Facebook are viewed without
the sound turned on*.
Source - Digiday: http://digiday.com/platforms/silent-world-facebook-video/

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Screenshot taken 24 hours after
the post – these are 100% organic
numbers with no paid promotion
via Facebook

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INSPIRE
CONVERSATION.

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