Paleontologists from the Perot Museum of Nature and Science in Dallas have discovered a new genus and species of pygmy tyrannosaur from the ancient Arctic lands of Northern Alaska. Named Nanuqsaurus hoglundi, this discovery provides insight into the environment and biological diversity of the ancient polar world during a warmer period in Earth's history. The findings were published in the journal PLOS ONE and provide the first evidence of a pygmy tyrannosaur that lived in the polar regions.

1. DEMAND AUDIENCE ATTENTION (April 10, 2014)
Ninan Chacko, PR Newswire @PRNewswire #VMOT
TRUST RELIABILITY DELIGHT

2. DEMAND AUDIENCE ATTENTION (April 10, 2014)
Ninan Chacko, PR Newswire @PRNewswire #VMOT
CHRISTOPHER BARRON
Sales Manager, D.A.CH and Mediterranean Regions

3. CHRISTOPHER BARRON
Sales Manager, D.A.CH and Mediterranean Regions
TODAY WE WILL TALK ABOUT…….
- Survey results
- Americans
- Chinese and APAC Regions
- Demanding attention
- Using Multimedia
- Live examples

4. TRUST RELIABILITY DELIGHT
Publish a steady
stream of content
Keep it relevant
& interesting

5. Who is PR Newswire?

6. PR Newswire is the global leader
in innovative communications
and marketing services,
enabling organizations to
connect and engage with their
target audiences worldwide.

8. Sampling of Customers

9. A GIFT FOR EACH OF YOU FOR ATTENDING
THIS PRESENTATION………

10. Survey Results

11. Source: 2013 survey of corporate and marketing communications professionals by leading professional services firm.
We asked corporate and marketing communications pros:
In what ways does content distribution add value?

12. Source: 2013 survey of PR Newswire for Journalists members.
We asked Journalists:
What are your top 3 sources for stories?
Half of journalists
polled check Wire
services at least
once a day.

13. Source: Burson Marsteller

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

16. Multimedia Drives Discovery

23. “International”

24. “Every country is different! There are pitfalls that if
you don’t know about, can seriously damage the
outcome of your communications,”

25. What makes a truly good international press
release?
1. Find the “Human Effect”
2. Make content locally relevant
3. Use multiple languages/formats
4. Use multimedia
5. Timing

26. 此页有误吗？
What’s wrong with this slide?
这里您能否看懂？
Can you read this?
如您是记者，能否先将此内容译成英文，然后参考此内容撰稿，以上均
需按时交付。
If you were a journalist would you take the information here,
mentally translate it into English, and then write a story on it, all
while making Deadline?
如您无法做到，能否了解您为何考虑在中国发布中文通讯稿。
If not, why would you send an English release to China?
This goes for all other countries too…

27. What release?
• When is your audience looking for news?
• Simultaneous worldwide NEVER works, unless it’s an
entertainment event. Stagger announcements to
coincide with viewer interest.
• Don’t issue releases on the hour or half hour. Be a
rebel. Send a release at 9:17 am.
• Global holidays. Every other country has more than we
do…. Knowing when they are is key.
• Remember – embargoes are not
commonly honored worldwide.

28. ASIA PACIFIC
Telling Your Story in Asia

29. Opportunities in Asia Pacific
e-commerce from China is strong,
gross merchandise volume at
Taobao surpassed Amazon & eBay
combined
FDI (Foreign direct investment) into
China increased by more than 20%
in 2013
89 mainland Chinese companies
are on the Fortune Global 500
China is the world’s biggest luxury
market measured by the nationality
of the buyer
CHINA
China’s passenger-vehicle sales
rose 14% in the country in 2013
World's second-largest economy
by both nominal total GDP and
purchasing power parity (PPP).
2013 GDP growth rate at 7.7%. Average growth
rate is around 8.8% Y-o-Y in the past 5 years.
The country budgeted $105.9 bn
for railway investment in 2013, and
plan to expand the network to
272,000km by 2050.

30. Opportunities in Asia Pacific
Famous for its tax-free retail
shopping, the city’s total retail
sales reach US$52 billion.
World’s 3rd Largest financial
center
The world's most services-
oriented economy, with services
sectors accounting for more
than 90% of GDP
The largest foreign investment
source of the Chinese mainland
No wine duties since 2008.
Quickly becoming the regional
wine trading and distribution hub
in Asia, especially China
HONG KONG
World’s 4th largest financial
center
Singapore has the third-highest
per capita income in the world.
Offering generous income-tax
and capital-gains rates to attract
wealthy spenders and
taxpayers.
The top destination for U.S.
investments in Asia
The technology sector
contributes US$79 bn to the
economy, represent at 23.0%
YoY growth
SINGAPORE

31. Opportunities in Asia Pacific
Car sales are also growing rapidly with a 11%
increase YoY, exceeding 1 million in 2013
Consumption accounts for almost 50% of GDP
growth. Companies struggle to keep up with
demand for the essentials of a consumer society.
It’s a mobile-first internet market with intense
competition between mobile companies.
Projected to have 149 million internet users by
2015.
Indonesia is creating a middle-class in a 30%
growth rate, more than India and bigger than
elsewhere in the region
Its fastest-growing product is ice-cream,
followed by skincare products.
INDONESIA

33. 0
100
200
300
400
500
600
Internet Users Dec 2013 (million)
Internet Users (million)
Asia Pacific Media Landscape Overview
* Source: WAN (World Association of Newspapers)
Traditional Media: Print & Broadcast
• Top 3 largest national newspaper markets are all in Asia: China, India,
and Japan (US is a distant fourth) *
• 8 of the world’s 10 biggest paid-for-daily newspapers are printed in Asia*
Digital Media
• 1.25 billion Internet Users in APAC with 32% Internet Penetration rate
(47.5% of internet users are in APAC)
Mobile & Social Media
• Asia-Pacific has 56% of the world’s mobile phones, 52% of the world’s
smartphones, and consumers spend more than two hours on mobile
and tablet devices each day.
• 1.8 billion Active Social Network Users (52.2% of Global Social Media
Users) with 26% Social Networking Penetration
0
500
1000
1500
2000
2500
3000
3500
No. of Television Broadcast Stations
No. of Television Broadcast…
Targeting &
Distribution

34. Xinhua News Agency: the Primary News
Agency in China
Xinhua News Agency
• The largest wire service in the world,
provides daily, 24-hour news information to
the world in Chinese and English.
• The government’s primary collector and
distributor of information in China
• The most authoritative source on Chinese
government affairs.
• Responsible for creating many of the
media controls regarding censorship in
China.
China News Agency has a much smaller
influence on all fronts
Targeting &
Distribution

35. CCTV = CCTV
• With a penetration rate of 97%, television is the core method of news consumption for many of
China’s 1.3 billion citizens.
• Strict censorship guidelines continue to pose an issue in China’s television space.
 374 television channels
 20 channels under the CCTV brand
Targeting &
Distribution

36. China Search Engine market share:Google
 Baidu continues to keep its grip on about 73% of the search engine
market share, with Google hanging just shy of 5%.
Targeting &
Distribution

37. China's Social Networking Landscape is Diverse
and Thriving
Targeting &
Distribution

38. Hong Kong & Macau
 24 x 7 Local editorial support  Dedicated media research team
Local support and capabilities
• Hong Kong has 51 daily newspapers, 684 periodicals, 2 domestic free television channels
and 3 pay television service channels
• People read an average of two newspapers daily
• 69% internet penetration rate
• Facebook is the most popular social media platform, while Sina Weibo is also gaining popularity
• Google is the top search engine whereas Yahoo! Hong Kong is a close second

39. Taiwan
• Taiwan is ranked very high on global press freedom index, just behind New Zealand and
Australia in APAC region
• There are over 2,000 newspapers and 8,000 magazines and 5 over-the-air TV stations
• Major news agency in Taiwan is Central News Agency (CNA)
• 75% internet penetration rate
• Yahoo! Taiwan is the top search engine followed by Google

40. Distribution &
Targeting
Singapore
• Singapore is a strategic centre for English speaking audience in South East Asia
• Top most influential newspapers: The Straits Times and The Business Times (published by
Singapore Press Holdings)
• MediaCorp is the largest and only terrestrial TV broadcaster
• Top news sites include Yahoo! Singapore, AsiaOne, ChannelNewsAsia
• 77% internet penetration rate
• Google dominates the search market in Singapore
• Facebook, LinkedIn and Twitter are the most popular social media networks

41. Malaysia
• Most media outlets are either owned directly by the Government of Malaysia or owned by the
major political party: Barisan Nasional
• Media Prima Group is the largest media group, with media assets across TV, Print, Outdoor,
Radio, and Digital
• Broadcast media is still relevant and strong, but as conventional media is tightly controlled by
government, digital platforms are growing very quickly. Online News portals such as
Malaysiakini and The Malaysia Insider take advantage of the government’s pledge not to
censor the internet.
• 66% Internet penetration, with 19M internet users
• Most popular social networks: Facebook, Twitter, LinkedIn
• Google is the most popular search engine in Malaysia

42. Japan
• Of the top 10 world newspapers by circulation, 50% are from Japan
• Kyodo news service and Jiji press are key news service agencies. Largest newspapers:
Yomiuri Shimbun, Asahi Shimbun, Mainichi Shimbun, Nihon Keizai Shimbun, Sankei
Shimbun
• NHK is the largest broadcasting station with 54 stations, 5 television channels and 3 radio
stations. More than 66% of the population uses this channel as their key source of information
gathering.
• The top 3 search engines are Yahoo! Japan, Google and MSN. Most popular portals: Yahoo!
Japan, goo, livedoor, MSN and infoseek
•Japan is #1 in the world in terms of average time spent on blog surfing. Most influential blogs: FC2,
Ameba, livedoor Blog, Seesaa Blog and Yahoo! Japan Blog
• Top 3 social media networks are Twitter, Facebook and Mixi
• In 2013, 42 % of the population are using smartphones and is expected to jump to 62% in 2014.
LINE is the most popular instant messaging app in Japan which has 50 millions users

43. South Korea
• South Korea is one of the most connected countries in the world with the fastest internet
connection speed (Almost four times the world average) and a tech savvy population
• Korea has approximately 39 million internet users and has one of Asia’s highest internet
penetration rates of 80.9%
• Mobile technologies are increasingly impacting how businesses reach their customers and clients.
1 out of 5 use mobile with 85.4% mobile penetration
• Broadcast is the most influential media. The major stations are KBS and MBC (public service
broadcasters)
• Newspaper readership is high in South Korea with more than 100 national and local dailies
including leading newspapers Chosun Iibo and Dong IIbo
• South Korea has one of the world's biggest blogging communities, second only to China.
Popular blog hosting sites include Naver blog and Daum blog
• Global social media websites Facebook and Twitter are starting to become more popular, with
Facebook surpassing local social network Cyworld
• Naver is the largest search site in Korea, followed by Daum being the second largest search site

44. Thailand
• The Thailand government has majority control over news corporations. Thai Rath is Thailand’s
most influential newspaper. Most popular English-language dailies include Bangkok Post and The
Nation
• TV is by far the most popular medium in Thailand, almost 80% of Thais rely on TV as their primary
source of news. Major TV stations are owned and controlled by the Royal Thai Army.
• 35% internet penetration rate (25M users)
• Facebook , Twitter, and Instagram are the most popular social media platforms. LINE is the
most popular instant messaging platform.
• After the Thai coup, on May 29, 219 sites were blocked because they were deemed a threat to
the country. Facebook was blocked for 1 hour on May 23 as there was too much content on
criticism of the Thai military.

45. Indonesia
• Indonesia has the 4th largest population in the world – 250M
• Internet population is 71M at end of 2013; penetration low at 28%. Projected to more than double
to 149M by 2015
• Top and most influential newspapers: Kompas and Suara Merdeka. Largest English-language
daily newspapers are Jakarta Post and Jakarta Globe
• 11 National TV channels: 1 state-owned public channel: Television of Republic of Indonesia
(TVRI), and 10 national private channels. 350 local TV stations
• 64M Facebook users (90% of internet population), followed by Twitter (30M accounts), Google+
(612K, 5th biggest Google+ country)
• Google dominates the search market in Indonesia

46. Philippines
• Top 3 newspapers are Philippine Daily Inquirer, The Philippine Star and Manila Bulletin
•The largest broadcast networks are ABS-CBN and GMA. TV still consumes the most amount of
media time
•Internet penetration is about 36%, the 2nd biggest digital market and the highest in terms of mobile
video usage in South East Asia.
•Top search engines are Google and Yahoo!
•Top social media sites are Facebook, Instagram and Twitter
• 39% smartphone penetration and 63% search on their smartphones everyday

47. Australia & New Zealand
• There are 2 national (The Australian and The Australian Financial Review) and 10 state daily
newspapers, 37 regional daillies and 470 other regional/suburban newspapers. All major
newspapers are owned by News Limited or Fairfax Media.
• 2 National public broadcasters, the Australian Broadcasting Corporation and the Special
Broadcasting Service. 3 major commercial TV networks: the Nine Network, the Seven Network,
and Network Ten
• 82% Internet Penetration
• Most popular social networks are Facebook, LinkedIn, and Twitter
• Google dominates the search market in Australia, followed by Yahoo!

48. DEMANDING
ATTENTION

49. One in five people
1 in 5 people

50. Source: PR Newswire web analytics.
more multimedia = more views
Increase in average online views
per press release, when
multimedia elements are added.

51. It only takes us
150 milliseconds
to process an
image
Source:
http://neomam.com/interactive/13reasons/

53. DALLAS, March 13, 2014 /PRNewswire-USNewswire/ -- Paleontologists from the Perot Museum of Nature and Science in
Dallas have discovered a new genus and species of a tyrannosaur that once roamed the ancient Arctic lands of Northern
Alaska. Compared to its cousin Tyrannosaurus rex, this new animal, which has been formally named Nanuqsaurus hoglundi,
is a pygmy. The first name honors the Inupiat people whose traditional territory includes the land where these bones were
found, and the second name is in honor of Dallas entrepreneur and philanthropist Forrest Hoglund, whose extraordinary
leadership helped raise $185 million to build the new Perot Museum, which opened in late 2012.
The scientific paper describing the find – entitled "A Diminutive New Tyrannosaur from the Top of the World" – has been
posted today on the prestigious science journal PLOS ONE, an international, peer-reviewed, open-access online journal that
features reports on primary research from all scientific disciplines. Dallas paleontologists Anthony R. Fiorillo, Ph.D., the Perot
Museum's curator of earth sciences, and Ronald S. Tykoski, Ph.D., fossil preparator at the Museum, co-authored the report.
To read their entire manuscript and view renderings, go to http://dx.plos.org/10.1371/journal.pone.0091287.
"The 'pygmy tyrannosaur' alone is really cool because it tells us something about what the environment was like in the ancient
Arctic," said Fiorillo. "But what makes this discovery even more exciting is that Nanuqsaurus hoglundi also tells us about the
biological richness of the ancient polar world during a time when the Earth was very warm compared to today.“
Fiorillo, who was recently named a Fellow to the internationally renowned Explorers Club in New York City due to his stature
as a polar dinosaur authority, discovered what would eventual be known as the Nanuqsaurus hoglundi in 2006 while
excavating Alaska's North Slope in the Prince Creek Formation. The excavation site – about 13 x 13 feet in size – is located
almost 400 miles northwest of Fairbanks and many miles above the Arctic Circle on lands managed by the Bureau of Land
Management. The research was funded by the National Science Foundation Office of Polar Programs.
Perot Museum Paleontologists Discover Pygmy Tyrannosaur
That Roamed Ancient Arctic Lands Of Alaska
Illustration By
Karen Carr

54. Use Less Words

55. DEMAND AUDIENCE ATTENTION (April 10, 2014)
Ninan Chacko, PR Newswire @PRNewswire #VMOT
Results displayed as an infographic,
which was also published on both our
blog and on PR News.
Partnering with PR News, we designed
a survey about multimedia content
And smaller graphic elements to promote our the
infographic blog post across our social channels.Converted infographic
into a presentation
published to SlideShare
Results published in an
article on PR News and a
series of posts on our blog.
Walked through results in a live
Webinar, which we promoted in
our eNewsletter and via release.
From the webinar, we
generated a recorded
version as well as a deck
to share on SlideShare.
CASE STUDY

56. Case Study

58. EQ > IQEMOTION TRUMPS INTELLIGENCE

63. Multimedia is more often SHARED IN SOCIAL MEDIA

64. On Facebook’s top brand pages
Videos are shared
12 TIMES MORE
than text or links
12x
Photos receive
TWICE AS MANY
LIKES
as text updates.
2xSource: Inc. Magazine, 2013

65. 68%Of us are likely to
purchase based on
their friends social
media
recommendations.
Source: Harris Interactive Poll, January 2014

66. STUDIESVIDEOS
PHOTOS
WHITE
PAPERS
CASE
STUDIES
WEBINARS
INFOGRAPHICS
SLIDES
ONE
SHEETS

67. of what they
SEE & DO
80%of what they READ
30%
Source: Lester, P. M. (2006). Syntactic Theory of Visual Communication.
Multimedia also leaves a lasting impression

68. DEMAND AUDIENCE ATTENTION (April 10, 2014)
Ninan Chacko, PR Newswire @PRNewswire #VMOT
20102013
Still, multimedia
is added to only
14% of releases.
Multimedia usage doubled.

69. Source: 2013 PR Newswire & PR News Multimedia Survey
http://blog.prnewswire.com/2013/08/27/79-of-pr-pros-believe-video-is-underutilized-infographic/

71. Source: PEW

72. Over half of consumers in Germany now use
a smartphone, compared with 41% in 2013

73. 60%
20%
of U.S. adults
Source: GFK Facebook study, March 2014
of U.S. adults
use 3 devices daily
use 2 devices daily

74. 40% Start an activity on one device,
but finish it on another.
Source: GFK Facebook study, March 2014

75. IT All Starts With
A Good Headline
If Your Content Is A Gift,
Then Your Headline Is
The Wrapping.
Would your rather get…..

76. …this?

77. …or THIS?

78. 80/20
RULE
Headline
Article
For every
10 people
that see
your
headline…
…8 will only read the
headline…
…and only 2
will make it to the
article.

80. • 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

82. Image sources:
• http://ebooks.adelaide.edu.au/f/fitzgerald/f_sc
ott/gatsby/chapter1.html
• AP
Text may tell the story,
but visuals capture the
audience

83. Content Must Be Appealing

85. TRUST RELIABILITY DELIGHT
Publish a steady
stream of content
Keep it relevant
& interesting