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PRN Public Relations is a Whole New World

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Michael Pranikoff
Michael Pranikoff

Forget What You Think You Know About Public Relations: It's A Whole New World - Presentation by Michael Pranikoff - Global Director of Emerging Media at PR Newswire ( http://www.prnewswire.com ) at the Integrated Marketing Summit in Atlanta on March 30, 2010

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THINK Forget what you you know about Public Relations
It’s a Whole New World
Michael Pranikoff Global Director, Emerging Media PR Newswire michael.pranikoff@prnewswire.com www.delicious.com/michaelpranikoff Twitter / @mpranikoff
“In a downturn, aggressive PR and Communications strategy is key. “ Doug Leone, , General Partner, Sequoia Capital, 10/9/08 http://blog.weatherby.net/2008/10/a-ceos-sequoia.html
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
“ Technology is shifting the power away from the editors, the publishers, the establishment, themedia elite. Now it’s the peoplewho are in control.” Rupert Murdoch, Global Media Entrepreneur Rupert Murdoch
Feel Like You Are Trying to Convince These Guys?
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
86,800 Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
Influencers http://www.businessinsider.com/chart-of-the-day-radio-has-more-reach-than-the-internet-2009-11 Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
Photo credit: http://www.flickr.com/photos/unaerica/3271668934/
[object Object]
45% said they liked it
41% had no feelings about it
15% didn’t like it
8% said it negatively affected their feelings of the brand
32% who said it made them like the brand moreCreated by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
Customer RelationsISPublic Relations Photo credit: http://www.flickr.com/photos/alexharries/1297298843/
“The people in charge of talking are in the marketing department. The people in charge of listening are in theresearchor service or sales department. They hardly ever talk to each other, let alone have full-duplex conversations with customers.” This won't fly in social technology because the minute you talk, people expect you to listen. And if you start to listen, you'll be tempted to talk. It's a full-duplex channel that befuddles one-way marketers.” Josh Bernoff, Why marketers have trouble with full-duplex social technology, June 30, 2009
Old School Michael Pranikoff Director, Emerging Media PR Newswire michael.pranikoff@prnewswire.com www.delicious.com/michaelpranikoff Twitter / @mpranikoff New School Twitter Event Hashtag: #prncl
Marketing Public Relations ? ? Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
Mainstream Media Pickup Blogs / Twitter / Online Pubs Immediate Online Pickup Weekly Trade Pubs Monthly Trades Quarterly Pubs / Journals Search Share Blog Release Goes Out The Long Tail of Public Relations Press Release Conversation Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
Head Traditional Media Reaching Billions Reach MILLIONS Online Media SEARCH Tail Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
The Long Tail of Public Relations Over Six Months Amount of Coverage What Needs to happen today – Shorter Releases on a more regular basis Time From Origination Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
PUSH Photo credit: http://www.flickr.com/photos/ytruly/2463366156/
PULL Photo credit: http://www.flickr.com/photos/jonathangayman/1028689242/
The Power of PUSH&PULL Photo credit: http://www.flickr.com/photos/alvarezandz/3296307865/
Principles to Communicating Your Message Today ,[object Object]
Make your contentEasy To View
Make your contentEasy To UseCreated by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
Consistent Communications Matters
Social Media is NOTa Campaign. It’s a strategyto build Relationships
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
http://mediacenter.motorola.com/content/detail.aspx?ReleaseID=12060&NewsAreaID=17 http://multivu.prnewswire.com/player/40617-charmin-enjoy-the-go/
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.
Use Social Media to make your content directional
Digital Asset Optimization Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
Digital Asset Optimization Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
Visibility Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/
Engagement The 3 I’s of Engagement ,[object Object]
Intimacy– The affection a person holds for a brand
Influence– The likelihood a person is to advocate on behalf of the brand Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/
Listen
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
Metrics & Measurement / Analysis PR Newswire Social Media Metrics Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
WeALLneed toBecome ‘ers Data Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

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PRN Public Relations is a Whole New World

Notas del editor

  1. When we as communicators distribute news online, we are often looking at raising the visibility of an issue or campaign. Visibility is one of those things that we have measured for a long time in clips and hits.
  2. As in the last slide from the Nielsen study on the White House, Engagement is increasingly one of the most important things that we can measure.
  3. All of this type of data is available through your web development / IT teams. We need to dive into this data today – more so than ever. The more data we have on how people are interacting with our content, the better we can focus future campaigns.