Presentation: Complexity to Simplicity Presented by: Michael Pranikoff, Global Director, Emerging Media, PR Newswire Complex doesn't always equal complicated. Simple doesn't always mean easily understood. As communicators we often have to take complex products / services and break them down into easily understood pieces. Communicating the complexities of the ACA is a tall order even for the best marketer. There are thousands of nuances of the legislation that apply to different people, products, and companies. Communicating messages today has gotten even more complex with all of the different channels and the changing pace of the media landscape. Learn about the latest trends, strategies, and tactics to simplify the complex message to reach the most niche audience to the broadest swath of the public.

2. Michael Pranikoff
Global Director,
Emerging Media
PR Newswire
http://about.me/michaelpranikoff
michael.pranikoff@prnewswire.com
Twitter / @mpranikoff

3. http://vimeo.com/85880042

5. Source: http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page

6. Source: http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page

7. Source: http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page

8. Source: http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page

9. AWARENESS
CONSIDERATION
PREFERENCE
CHOICE
Source: http://flic.kr/p/crZSBm

14. Source: Pocket Your Shop

18. More Multimedia = More Views
* The number of stories with downloadable files such as PDFs, PPTs, DOCs is
significantly fewer than those without, however the data shows the potential for very
high visibility when such assets are included along with other multimedia assets.
Source: PR Newswire Web Analytics, June 2012

19. 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.

21. http://www.multivu.com/mnr/62657-otsukapharmaceutical-new-global-website

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

26. Source: Forrester Research Put Distribution At The Heart Of Content Marketing– 10/3/12

27. Source: Forrester Research Put Distribution At The Heart Of Content Marketing– 10/3/12

36. Publish a steady
stream of content
TRUST
RELIABILITY
DELIGHT
Keep it relevant
& interesting
@mpranikoff
#bdi1