Broadcast & Beyond – New Opportunities for Communicatorsfilecache.drivetheweb.com/mr4enh_prnewswire/205/download/broad…Broadband is bypassing the news media and creating vast new

Broadcast & Beyond –New Opportunities for

Communicators

Moderated by Tim Bahr, president, MultiVu, a PR Newswire company

April 27, 2006

Order “Broadcast and Beyond – A Guide to Broadcast and Web-based Public Relations” at www.multivu.com.

Terri Clevenger, President, Continuum Health

Continuum Health is a health care communications company specializing in strategic message management and patient programming

More than 20 years experience in healthcare communications

Most recently, served as executive vice president of WeissComm Partners, Inc, a communications agency dedicated solely to health care issues

Has worked as a consultant to such companies as Genentech, Johnson & Johnson and Amarin

Mary Wheeler, Director of Customer Marketing, Kyphon Inc.

Kyphon is a developer of medical devices designed to restore spinal anatomy using minimally invasive technologies

Leads and manages programs designed to generate awareness about balloon kyphoplasty, a minimally invasive procedure to treat spinal fractures caused by osteoporosis or cancer

Has held various positions with Kyphon, including Marketing Manager in Brussels, Belgium from 2001 to 2003, and Product Manager from 2000 to 2001. Product Manager at Guidant Corporation’s Vascular Intervention division, prior to joining Kyphon

Marietta Egervary, President of Emerson, Egervary& Associates

Over 25 years overseeing this full service marketing communications agency focusing on business-to-business corporate clients

Specializes in strategic planning, image development, marketing services, and website strategies

Provides complete advertising, marketing and public relations services through a consortium of specialists in their individual fields

Tim Bahr, President, MultiVu

In charge of new product development, and counseling clients on new and emerging broadcast and web-based public relations strategies Industry leader and innovator in broadcast PR for over 25 yearsFormerly the president of the news division of the OrbisBroadcast Group, where he built the company into a world leader in the production and distribution of healthcare related broadcast PR contentAuthor of “Broadcast and Beyond – a Guide to Broadcast and Web-Based Public Relations” – to order a copy go to www.multivu.com

A Communications Revolution

30% of Americans say they get their news on the WebOver half of the U.S., or 125 million Americans, have broadband Internet access and can view video on their home and work computersWireless communications is making audio and video information mobile and accessible virtually anywhere at anytime.Podcasting and blogs are becoming important new communications platforms

Source: Nielson/Net Ratings, Jupiter Research

Broadband is bypassing the news media and creating vast new opportunities for interactive video and multimedia communications

Communicators no longer have to rely on television to visually communicate with target audiences.Video no longer must fit TV news or TV spot formats. Video can be more informative with demonstrations, benefits and transactions.Customized visual content can now be cost-effectively directed to narrow audiences.Targeted content will provide enhanced ROI in terms of audience reach and quality contact.Lines are blurring between advertising, marketing and public relations as value placed on broad media diminishes.

The State of Broadcast PR

The Next Generation Of Broadcast PR

Yesterday’s Value: Television and radio media

Today’s Value:

Strategic placements on satellite, cable and on-site mediaBroadcast, print and online media

Multimedia Pitching Tool

• ConsumersDirect to:

• Customers• Investors• Employees

EXTEND THE VALUE OF TRADITIONAL VIDEO TACTICS LIKE VNRs AND SMTs

BEYOND BROADCAST TO DELIVER MESSAGES DIRECTLY TO TARGET

AUDIENCES.

CREATE NEW FORMS OF VIDEO AND MULTIMEDIA THAT BETTER

COMMUNICATE IMPORTANT MESSAGES TO MULTIPLE AUDIENCES

CREATE INFORMATION EXCHANGES THAT CLOSE A COMMUNICATIONS

LOOP WITH OUR TARGET AUDIENCES AND LEAD TO TRANSACTIONS AND

ENHANCED ROI

Case Study: Web-based video communications targets small, but influential disease community

Presented by Terri Clevenger, President, Continuum Health

An EvolutionFrom audiotapes to CD to Web

More than 750,000 reached

“Broadcast journalism is going multiplatform.” (Newsweek, April 17, 2006)

Products receive new life

Case Study: Mature Product

Situation

On market for 10 years, no new data or news for 5More new competitors; research noiseAdherence to therapySmall patient groupLack of support, education for patientsNo industry leaderPatients can’t congregate because of infection risk

Solution

Created independent program to recognize inspirational patients; linked to product website

Partnered with patient advocacy group to create live webcasts

Established Virtual Patient Advisory Board

Case Study: Mature Product

Webcast ResultsConducted 6 live webcaststo date Archived versions remain frequent destinationsReached more than 7,000 live viewers; 12,000 in archived versionSolicited more than 1000Ad Board members in last two webcasts

Patient Recognition ResultsThe Times-UnionGainesville SunThe Dunwoody CrierLas Vegas SunThe Salt Lake TribuneGreenwich Times

Case Study: Multimedia News Release leverages video to tell

story directly to target audiences

Presented by Mary Wheeler Director of Customer Marketing, Kyphon Inc.

Spinal Fractures and Balloon Kyphoplasty

Spinal Fractures: An underdiagnosed, underappreciated condition1

One in two women over age 50 will experience a spinal fracture due to osteoporosis

Only one-third of all spinal fractures are diagnosed

Balloon Kyphoplasty: Treatment option for spinal fractures

The need to educate consumers and physicians is great

BalloonKyphoplasty

Spinal Fracture

1. National Osteoporosis Foundation

Multimedia News Release Q&A with thought leader

Existing VNRrepurposed

Same VNRrepurposed

Q&Awith Patients

Multimedia News Release

Key Take-Aways

Offers advantages over conventional communication methodsCan leverage existing video footage and other presentation materialsPresents complex information in a user-friendly wayAllows news to come alive with testimonialsCan be repurposed for use in additional communications

Case Study: Using video and multimedia to target multiple

audiences for launch of the Equalizer ladder with the EverLevel

leveling system

Presented by Marietta Egervary, President, Emerson, Egervary & Associates

Using Multimedia and Video to Launch a Product to Multiple Audiences

Objective:Launch new product and target multiple audiences – media, consumers, retailers, etc. - via different platforms.

Challenge:Considered producing VNR for media distribution but didn’t want to be limited to targeting media only after such a large investment.

Solution:Create video that can be repurposed on multiple platforms and distributed to key audiences with targeted messages.

The End ResultB-roll and Soundbites- Will be distributed via PR Newswire to the media.60 Second Video Report-

Will be distributed with broll to television stations.Used for strategic placement and Internet distribution.

Radio Media Tour – Includes a Q&A format with radio reporters and networks and company spokesperson. Multimedia News Release - Takes the video content and any additional video or audio we record and combines it with our text message into one HTML platform that is delivered through PR Newswire to over 3,600 web sites. This can also be distributed directly to our own proprietary lists of media, customers, retailers and more.Video Podcast – Take existing video and repurpose it for use in a video podcast. Will be used to extend our message to consumers and for use by our sales force in the field.

Stay Ahead Of The Changes In Broadcast PR

Are you getting the most value out of your Broadcast PR investments?

What are you doing with your VNR, SMT or B-Roll after television distribution?

What’s New in Broadcast PR

Take Your Message Beyond Broadcast

The Internet and the rapid expansion of broadband, wireless technology, and cable and satellite media are helping transform traditional broadcast PR services into multifaceted marketing and communications tools.

These changes are taking place as more and more people seek their news and information from the Internet and other new media formats.

The Evolution Of The VNRThe tools available to communicators are changing to adapt to new media formats and to reach people where they access news. This is especially true of Video News Releases (VNRs), the mainstay of the industry for the past twenty years.

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Traditional VNRs that were directed solely at television news are developing into multimedia packages of content that reach TV, radio, print and online media, as well as key target audiences directly...

The Electronic Media Kit (EMK)

• B-roll and Soundbites- Video being pitched by traditional notification, reporting and monitoring methods

• 60 Second Video Report- Distributed with broll to television stations but also used for strategic placement and Internet distribution.

• Audio News Release- Delivered to radio networks and stations over network feeds and MP3 audio downloads.

• Multimedia News Release- Delivers your 60 second video and additional audio/visual components in an HTML format to over 3,600 web sites. Hosted and served by MultiVu 90 days, this tool can be used to target additional audiences including patients, physicians, customers, employees, investors, sales forces.

• Online Press Page- A multimedia page for all your media assets stored on PR Newswire for Journalists. (80,000 registered journalists)

• E-visory- Links journalists to your content on PR Newswire for Journalists. This media tool enhances and prolongs pitching efforts.

EMK Asset Online Press Page

A multimedia page of all of your media assets in the PR Newswire for Journalists Web site, reaching more than 80,000 registered journalists who have 24/7 access to your video, audio and text content.

TV stations can preview video, request tapes or download broadcast quality MPEG-2 video.

Radio stations can access MP3 files of your ANR.

Print media have access to all content including high-resolution photos and logos.

E-visory links media to your Online Press Page

E-visories are distributed to MultiVu’s broadcast contacts as well as over 4,000 media points on PR Newswire’s US1 wire circuit.

EMK Asset

MonitoringThe EMK package includes Sigma, VMS and streaming media

monitoring of broadcast television. Proprietary monitoring of MPEG- 2 and MP3 downloads and of media accessing content on PR Newswire for Journalists. Proprietary monitoring of all Web distribution.

Broadcast/Multimedia Briefing (BMB)

A BMB is a studio or remote site-based multifaceted event that should be viewed as the next generation of the SMT. It includes:

• Television Interviews

• Press Briefing

• B-Roll and Soundbites• 60-second video reports• Multimedia News Releases (MNR)

• Radio Interviews

• Webcast

• Audio News Releases (ANR)

• Plus, all assets of the EMK:

• Audio and Video Podcasting• Online Press Pages

Contact Information for Panelists:

Tim Bahr, President, MultiVu, 212.782.2879, [email protected]

Terri Clevenger, President, Continuum Health, 203.227-0209,[email protected]

Mary Wheeler, Director, Customer Marketing, Kyphon, 408.203.3533, [email protected]

Marietta Egervary, President, Emerson, Egrevary & Associates, 717.697.1100, [email protected]

To submit a question to the panel, please use the ‘Ask a Question’ area that appears under the slides. The moderator will receive the question and pose it to the panel at the end of the discussion. Questions will be answered on a first-come, first-served basis in the time allocated.

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