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Michael Pranikoff
Global Director,
Emerging Media
PR Newswirehttp://about.me/michaelpranikoff
Twitter / @mpranikoff
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@mpranikoff #PRSANELuncheon
Paid
Media
Traditional
Ads
Owned
Media
Corporate
Content
Earned
Media
Organic
Converged
Media
Promoted
Sponsored Branded
That Is Shared
Based on Altimeter Group Research
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Company
News
Tweets
Facebook posts
Demos
Surveys
Case studies
White
papers
Collateral
Infographics
Ads
Forums
Testimonials
Newsletters
& emails
Apps &
Games
Source: Forrester, October 2013
Company
News
Tweets
85%of brand marketers
are publishing
content.
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Company
News
Tweets
Facebook posts
Demos
Surveys
Case studies
White
papers
Collateral
Infographics
Ads
Forums
Testimonials
Newsletters
& emails
Apps &
Games
Source: Forrester, October 2013
Company
News
Tweets
36%are doing it
effectively.
But only
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Pre
ss R
ele
ase
Conversation
Release Goes Out
Immediate Online Pickup
Mainstream Media Pickup
Blogs / Twitter / Online Pubs
Weekly Trade Pubs
Monthly Trades
Search
Share
Blog
Quarterly Pubs / Journals
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Traditional Media
Online Media
SEARCH Tail Re
ac
h
Head
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x = time
y = tension
opening scene
climax
dénouement
Earned Media
beginning middle end
Adapted from Lou Hoffman - www.Hoffman.com
72 Hours – 96 Hours
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x = time
y = change
Old Way New Way
future
storytellingfodder
Adapted from Lou Hoffman - www.Hoffman.com
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Am
ou
nt
of
Co
vera
ge
Time From Origination
@mpranikoff #PRSANELuncheonSource: Cracking The Content Code by BrightEdge – August 2014
Source of Traffic to B2B & B2C Websites
@mpranikoff #PRSANELuncheonSource: Cracking The Content Code by BrightEdge – August 2014
Source of Traffic to B2B & B2C Websites
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Source: http://moz.com/blog/panda-patent-brand-mentions
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MEDIA EVOLUTION
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User
Genera
ted
Editorial
Consumer Business
TODAY’S CHANGING MEDIA LANDSCAPE
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From 2001-2011, the number of news outlets
DECREASED BY ROUGHLY
10%1
MEDIA NEED YOUR NEWS!
Journalists are expected to produce more with less,while still:
• Telling stories in multiple ways (photos, video, infographic, etc.)
• Publishing in more channels (print, web, blog, social, etc.)
The American
Society of News Editors reports
IN 2013 OVER 1300 EDITORIAL
POSITIONS WERE
ELIMINATED2
Source: U.S. Bureau of Labor Statistics
Source: ASNE 2014 Newsroom Census
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News Is A Part Of The Explosion Of Social And Mobile,
and that offers the opportunity to reach more people
with news than ever before.
19
DIGITAL PLAYERS HAVE EXPLODED ONTO THE NEWS SCENE
Source: Pew Research Center Phone Survey, March 2014
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Source: The American Journalist in the Digital Age – Indiana University May 2014
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DIGITAL REPORTING IS GROWING.
21
THE RISE OF DIGITAL NEWS CHANGES THE REPORTER’S ROLE
Image source: AP
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MEDIA OUTLETS
ARE RETOOLING.
ROLES OF JOURNALISTS ARE CHANGING
22
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Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/
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Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/
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Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/
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Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/
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Source: Comscore Mobilens December 2013
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BRANDCurrency = Content
AUDIENCECurrency = Personal Info
Jane Smith
555-555-5555
CEO, XYZ Corp.
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
THE VALUE EXCHANGE
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Creating Your Brand’s Moment of Truth
.
• Visually
arresting
• Relevant to your
audience
• Content
management
• Flow of fresh
content
• Discoverable to
your audiences
• Influential
sources
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Content Courtesy of UberFlip
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Content Courtesy of UberFlip
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Content Courtesy of UberFlip
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Headline
Article
…8 will only read the
headline…
…and only 2will make it to the article.
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One in five people
1 in 5 people
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Number/TriggerKeywordAdjective PromiseHeadline_______________
+++
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HOW TO WRITE HEADLINES THAT ARE
BETTER THAN BACON-COVERED BACONTrigger
Adjective
Keyword
Promise
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• 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
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TEXT RELEASE TEXT RELEASE +1 VISUAL ASSET
TEXT RELEASE +MULTIPLE MEDIA
MULTIMEDIA NEWSRELEASES &
CAMPAIGN MICROSITESSource: PR Newswire analysis of 2013 releases.
MULTIMEDIA DRIVES DISCOVERY
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Source: PR Newswire analysis of 2013 releases.
MULTIMEDIA DRIVES DISCOVERY
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..A STORY AT THE HUFFINGTON POST CANNOT BE
PUBLISHED UNLESS IT HAS A MULTIMEDIA ASSET, A
SEARCH HEADLINE, A TWEET AND A FACEBOOK POST…
Source: NYT Innovation Report 2014
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After 3 DaysAfter 30 Days
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The WestJet Christmas Miracle Campaign Created Huge Buzz
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And Generated A Spike In Revenue
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Focus On The Story…..Not On Your Brand
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BE A CONSISTENT RESOURCE.
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KILL THEM WITH KINDNESS