How To Elevate Your Content today using principles of earned media. Presentation given by PR Newswire Global Director of Emerging Media for PRSA Omaha in Oct. 2014.
5. @mpranikoff#PRSANELuncheon
Company News
Tweets
Facebook posts
Demos
Surveys
Case studies
Whitepapers
Collateral
Infographics
Ads
Forums
Testimonials
Newsletters & emails
Apps & Games
Source: Forrester, October 2013
Company News
Tweets
85%
of brand marketers are publishing content.
6. @mpranikoff#PRSANELuncheon
Company News
Tweets
Facebook posts
Demos
Surveys
Case studies
Whitepapers
Collateral
Infographics
Ads
Forums
Testimonials
Newsletters & emails
Apps & Games
Source: Forrester, October 2013
Company News
Tweets
36%
are doing it effectively.
But only
10. @mpranikoff#PRSANELuncheon
x = time
y = tension
opening scene
climax
dénouement
Earned Media
beginning
middle
end
Adapted from Lou Hoffman -www.Hoffman.com
72 Hours –96 Hours
11. @mpranikoff#PRSANELuncheon
x = time
y = change
Old Way
New Way
future
storytellingfodder
Adapted from Lou Hoffman -www.Hoffman.com
18. @mpranikoff#PRSANELuncheon
From 2001-2011, the number of news outlets DECREASED BY ROUGHLY 10%1MEDIA 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
19. @mpranikoff#PRSANELuncheonNews 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
28. @mpranikoff#PRSANELuncheonBRANDCurrency = ContentAUDIENCECurrency = Personal Info
Jane Smithjane.smith@xyz.com
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 engagementTHE VALUE EXCHANGE
29. @mpranikoff#PRSANELuncheon
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
37. @mpranikoff#PRSANELuncheon•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
38. @mpranikoff#PRSANELuncheon
TEXT RELEASE
TEXT RELEASE + 1 VISUAL ASSET
TEXT RELEASE +
MULTIPLE MEDIA
MULTIMEDIA NEWSRELEASES &
CAMPAIGN MICROSITES
Source: PR Newswire analysis of 2013 releases. MULTIMEDIA DRIVES DISCOVERY
40. @mpranikoff#PRSANELuncheon..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