Presentation may 2011
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Transcript of Presentation may 2011
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Rakefet SudriRakefet Sudri
Head of Sales,Head of Sales,
PR Newswire Israel PR Newswire Israel
Tel: 0772005042Tel: 0772005042
Twitter / @Twitter / @PRNewswireILPRNewswireIL
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Disclaimer: I am not a GuruDisclaimer: I am not a Guru. . All tips, recommendations, and ideas are from All tips, recommendations, and ideas are from reading, exploring, and learning anyway that I can. I reading, exploring, and learning anyway that I can. I consider myself a B+ Student at best. consider myself a B+ Student at best.
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New SchoolNew School
Old SchoolOld School
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““In 1965, 80 percent of adults could be In 1965, 80 percent of adults could be reached with three 60 second TV spots. reached with three 60 second TV spots. Today it requires117 prime time Today it requires117 prime time Commercials to produce the same resultCommercials to produce the same result””(Jim (Jim StengelStengel, CMO, P&G), CMO, P&G)
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Michael Michael PranikoffPranikoff
Director, Emerging MediaDirector, Emerging Media
PR NewswirePR Newswire
[email protected]@prnewswire.com
www.delicious.com/michaelpranikoffwww.delicious.com/michaelpranikoff
Twitter / @Twitter / @mpranikoffmpranikoff
Twitter Event Twitter Event HashtagHashtag: #: #prnclprncl
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Source: Source: InSitesInSites ConsultingConsulting
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Follow The Conversation on Twitter ##PRNewswireILPRNewswireIL
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Follow The Conversation on Twitter @@PRNewswireILPRNewswireIL
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Follow The Conversation on Twitter @@PRNewswireILPRNewswireIL
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Follow The Conversation on Twitter @@PRNewswireILPRNewswireIL
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Photo credit: http://www.flickr.com/photos/alexharries/1297298843/
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Public Relations
Marketing
Advertising
Communications Comes Communications Comes Into FocusInto Focus
Companies want: Companies want:
•• Direct access to consumersDirect access to consumers
•• Opportunities to engage with Opportunities to engage with audiencesaudiences
•• Continuous Messaging that is Continuous Messaging that is easy to shareeasy to share
•• Analytics, ROIAnalytics, ROI
They want to communicate in a They want to communicate in a way that combines PR, Marketing way that combines PR, Marketing and Advertising.and Advertising.
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Traditional Public Relations ModelTraditional Public Relations Model
The model has changed....The model has changed....
Follow The Conversation on Twitter @@PRNewswireILPRNewswireIL
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JournalistJournalist
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News Traffic LandscapeNews Traffic Landscape• Yahoo ranks as the top global news site.
Google News is the second largest online news property in the world in terms of traffic.
• Yahoo News• Google News• New York Times• CNN• China’s QQ.com• BBC• MSN
Follow The Conversation on Twitter @@PRNewswireILPRNewswireIL
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•• 57% of internet users share links to news stories57% of internet users share links to news stories•• 30% get news through Social Networks30% get news through Social Networks•• 6% get news via Twitter feeds6% get news via Twitter feeds
Pew Research Center’s
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Follow The Conversation on Twitter @@PRNewswireILPRNewswireIL
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The Long Tail of Corporate ContentThe Long Tail of Corporate ContentNew
s Re
lease
New
s Re
lease
ConversationConversation
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
SEARCHSEARCH Tail Tail Reac
hRe
ach
HeadHeadMILL
IONS
MILLIO
NSRe
aching
Reachin
g
Billio
ns
Billio
ns
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Principles to Principles to Communicating Your Communicating Your
Message TodayMessage Today
Follow The Conversation on Twitter @@PRNewswireILPRNewswireIL
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Building the FoundationBuilding the Foundation
Follow The Conversation on Twitter @@PRNewswireILPRNewswireIL
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Surround Your Surround Your Content with Content with
Links to Relevant Links to Relevant ContentContent
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Make Your Make Your Content Content
Easy to UseEasy to Use
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Tips for SEO & News ReleasesTips for SEO & News Releases•• Create Create TweetableTweetable Headlines Headlines –– 120120
Characters to allow for the Characters to allow for the ReTweetReTweet
• In reality In reality –– Headlines need to be 65 Headlines need to be 65 –– 80 80 Characters with spaces. Headline is the Characters with spaces. Headline is the Title TagTitle Tag
•• Think Keyword Phrases not Keywords Think Keyword Phrases not Keywords ––42% of searches performed use 342% of searches performed use 3--5 5 Keywords Keywords –– ComscoreComscore
•• Use links in releases Use links in releases –– Deep Links! Deep Links! Concentrate those links in the first 3 Concentrate those links in the first 3 paragraphs of the release. paragraphs of the release.
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Photo credit: http://www.flickr.com/photos/tambako/2387498031/
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Virgin America MNR
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InfographicInfographic:: Multimedia Press Multimedia Press Releases Generate More ViewsReleases Generate More Views
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Use Social Media to make your Use Social Media to make your content content directionaldirectional
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CaseCase
StudyStudy
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engage opportunity engage opportunity eeverywhereverywhere
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##PRNGamePRNGame
PRSA 2010 International ConferenceWashington, DCOct. 16 – 19, 2010
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##PRNGamePRNGame
PRSA 2010 International ConferenceWashington, DCOct. 16 – 19, 2010
• Open to all attendees with a smartphone
•Placed codes all over the conference, name tags, sessions, even other exhibitor booths
•Over 1000 Tweets with #prngamein 3 days
•19% of all Tweets with the #prsa_icofficial hashtag included #prngame
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““ItIt’’s not about using new s not about using new media; itmedia; it’’s about using media in s about using media in new waysnew ways””Dr. Craig LefebvreDr. Craig Lefebvre
Follow The Conversation on Twitter @@PRNewswireILPRNewswireIL
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““VideoVideo is is the new the new Voice!Voice!””
John Chambers, CEO John Chambers, CEO CiscoCisco
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Access your audiences via multi‐channel distribution
Reach them with dynamic multimedia content
Connect, interact, transact and engage
AAAARRCC
The ARC Engagement Platform
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http://multivu.prnewswire.com/player/http://multivu.prnewswire.com/player/4221542215--lockheedlockheed--martinmartin--ff--35/35/
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“Share” button allows viewers to embed the ARC into their blogs or Web sites.
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blog
blog
fan site
blog
company site
news site
blog
fan site
blog
ARC Content Update
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Search Goes SocialSearch Goes Social
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http://www.flickr.com/photos/robotography/492966506/
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Location Based Social MediaLocation Based Social Media……Follow Me!Follow Me!
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Photo Credit: http://www.flickr.com/photos/ppdigital/2327029777/
How Will You Measure How Will You Measure Your Success?Your Success?
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Identifying the Identifying the AudienceAudience
Where are they Where are they gathering? gathering?
What are they What are they talking about? talking about?
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http://www.flickr.com/photos/matthijs/3290859398/
Too Much Noise
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Photo credit: http://www.flickr.com/photos/margolove/1810357551/
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Establish Your GuidelinesEstablish Your Guidelines
Think both InternalInternal
and ExternalExternal
Communications
Resource:Social Media Governance
http://budurl.com/bhqq
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How Do you How Do you Manage / Manage /
Control your Control your Corporate Corporate ReputationReputation
in a Crisis in a Crisis SituationSituation??
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LListenistenAAnalyzenalyzeSStrategizetrategizeEEngagengageRRepeatepeat
Source: http://thecoolgadgets.com/wp‐content/uploads/2009/09/8‐phaser‐laser‐gun.jpg
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Rakefet SudriRakefet Sudri
Head of Sales,Head of Sales,
PR Newswire Israel PR Newswire Israel
Tel: 0772005042Tel: 0772005042
Twitter / @Twitter / @PRNewswireILPRNewswireIL
Special thanks to Special thanks to Michael Michael PranikoffPranikoffGlobal Director, Emerging Media, PR NewswireGlobal Director, Emerging Media, PR Newswire