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PR NEWSWIRE
                EMERGING MEDIA SEMINAR
                  LONDON APRIL 2009




Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
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
Social Media – Who, What,
     •
                Where, Why & How
                Listening to the audience(s)
     •
                The Power of Push & Pull
     •




Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
The Five C’s

                                                                        Collaboration
                                                                        Content
                                                                        Converged
                                                                        Services
                                                                        Community
                                                                        Conversation


Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
Source: Forrester Research / Business Week 6/11/2007


Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
Source: http://www.readwriteweb.com/archives/study_fast_growing_us_companie.php



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




Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
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
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
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
http://search.twitter.com

Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
Customer Service IS




Photo credit: http://www.flickr.com/photos/alexharries/1297298843/
The Power of

       PUSH & PULL
Photo credit: http://www.flickr.com/photos/alvarezandz/3296307865/
“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
Source: Slideshare.net JohannesBhakfi


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




Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
Let’s Talk Technology




Posted to http://cravingideas.blogs.com/backinskinnyjeans on 9/29/06
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
More RSS Feeds Makes
                                                                    Your Content More
                                                                  Accessible, Viewable,
                                                                   and Useable by your
                                                                        Audience




Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
technorati.com/blogging/state-of-the-blogosphere/


Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
Who Are The Global Bloggers?




                                                technorati.com/blogging/state-of-the-blogosphere/


Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
Who Are The Global Bloggers?




                                                technorati.com/blogging/state-of-the-blogosphere/


Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
Social Bookmarks and Tagging
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
So How Does This Relate to Me?




      • Find out how many people are linking to my site in Delicious
      • Find out how people are characterizing my company by words / tags




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


             Tools You Can Use for SEO
           www.google.com/trends
           www.google.com/insights/search
           www.freekeywords.wordtracker.com



Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
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
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
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
Copy and Paste
    Release
     Here

  Place keywords or phrases here
 to check for proper word density
for search engine optimization of a
              release.
Digital Asset Optimization




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




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




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




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

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2009 Emerging Media Presentation 4 09 London

  • 1. PR NEWSWIRE EMERGING MEDIA SEMINAR LONDON APRIL 2009 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. Social Media – Who, What, • Where, Why & How Listening to the audience(s) • The Power of Push & Pull • Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 4. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 5. The Five C’s Collaboration Content Converged Services Community Conversation Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 6. Source: Forrester Research / Business Week 6/11/2007 Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 7. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 8. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 10. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 11. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 12. 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. Cardiff School of Journalism, The Quality and Independence of British Journalism; February 2008 Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 16. The Long Tail Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 17. 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
  • 18. 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
  • 19. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 20. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 21. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 22. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 23. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 24. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 25. http://search.twitter.com Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 26. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 27. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 28. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 29. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 30. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 31. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 32. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 33. Customer Service IS Photo credit: http://www.flickr.com/photos/alexharries/1297298843/
  • 34. The Power of PUSH & PULL Photo credit: http://www.flickr.com/photos/alvarezandz/3296307865/
  • 35. “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
  • 36. Source: Slideshare.net JohannesBhakfi Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 37. Principles to Communicating Your Message Today Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 38. Let’s Talk Technology Posted to http://cravingideas.blogs.com/backinskinnyjeans on 9/29/06
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  • 42. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 43. More RSS Feeds Makes Your Content More Accessible, Viewable, and Useable by your Audience Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 44. technorati.com/blogging/state-of-the-blogosphere/ Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 45. Who Are The Global Bloggers? technorati.com/blogging/state-of-the-blogosphere/ Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 46. Who Are The Global Bloggers? technorati.com/blogging/state-of-the-blogosphere/ Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 48. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 49. So How Does This Relate to Me? • Find out how many people are linking to my site in Delicious • Find out how people are characterizing my company by words / tags Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 50. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 51. 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.
  • 52. Front End Optimization o Use well researched keywords or phrases that you know are being used in searches. Tools You Can Use for SEO www.google.com/trends www.google.com/insights/search www.freekeywords.wordtracker.com Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 53. 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
  • 54. 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
  • 55. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 56. Copy and Paste Release Here Place keywords or phrases here to check for proper word density for search engine optimization of a release.
  • 57. Digital Asset Optimization Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 58. Digital Asset Optimization Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 59. Multimedia News Release (MNR) Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 60. 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
  • 61. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 63. 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