Michael Pranikoff, Global Director, Emerging Media, PR Newswire

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Michael Pranikoff
Global Director,
Emerging Media
PR Newswire
http://about.me/michaelpranikoff
michael.pranikoff@prnewswire.com
Twitter / @mpranikoff

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“My dear, here we must run as fast as we can, just
to stay in place. And if you wish to go anywhere
you must run twice as fast as that.”
- Lewis Carroll, Alice In Wonderland

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Source: comScore, Inc., MobiLens, CA, Persons: 13+, June 2011 – Dec 2014

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Source: Comscore Device Essentials, U.S., Monday, 21st January 2013

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Source: AOL Morning Rituals Study – Nov 2014

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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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MORE AND MORE PEOPLE ARE GETTING THEIR NEWS FROM SOCIAL
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AUDIENCES NOW PLAY AN ACTIVE ROLE IN THE MEDIA LANDSCAPE
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NEWS & MEDIA CONTENT
IS BEING INTERACTED
AND SHARED MORE

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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.
DIGITALPLAYERS HAVE EXPLODED ONTOTHENEWSSCENE
17
Source: Pew Research Center Phone Survey, March 2014

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Source: http://www.wired.com/2014/12/new-media-2/#slide-id-1674851
#CNW @mpranikoff

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Source: http://www.wired.com/2014/12/new-media-2/#slide-id-1674851
#CNW @mpranikoff

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DIGITAL REPORTING IS
GROWING.
THERISEOFDIGITALNEWS CHANGES THEREPORTER’S ROLE
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Image source: AP

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ROLES OF JOURNALISTS ARE CHANGING

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Source: The American Journalist in the Digital Age – Indiana University May 2014

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Source: The American Journalist in the Digital Age – Indiana University May 2014
Source: 2015 Edelman Trust Barometer

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REPORTERS…SKILLS AT PROMOTING THEIR
ARTICLES ONLINE ARE CONSIDERED AS
IMPORTANT AS FRONT PAGE BYLINES.
USA Today Goes Viral - NY Times July 13, 2014

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Source: Cracking The Content Code by BrightEdge – August 2014
Source of Traffic to B2B & B2C Websites

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Source: Cracking The Content Code by BrightEdge – August 2014
Source of Traffic to B2B & B2C Websites

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BRAND MENTIONS ARE THE
FUTURE OF LINK BUILDING
Source: http://moz.com/blog/panda-patent-brand-mentions

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Fracking….

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Company News
Tweets
Facebook posts
Demos
Surveys
Case studies
White papers
Collateral
Infographics
Ads
Forums
Testimonials
Newsletters
& emails
Apps & Games
85%of brand marketers
are publishing
content.
Source: Forrester, October 2013

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Company News
Tweets
Facebook posts
Demos
Surveys
Case studies
White papers
Collateral
Infographics
Ads
Forums
Testimonials
Newsletters
& emails
Apps & Games
36%are doing it
effectively.
But only
Source: Forrester
The harsh reality is that branded content, even when it's
great, isn't getting seen or discovered by audiences.

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Headline
Article
…8 will only read the
headline…
…and only 2
will make it to the
article.

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One in five people
1 in 5 people

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Number/Trigger
Keyword
Adjective
Promise
Headline
_______________
+
+
+

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HOW TO WRITE HEADLINES THAT ARE
BETTER THAN BACON-COVERED BACON
Trigger
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!
• Have a Call to Action within the first 300
words. Use only relevant links.
• 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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Source: NYT Innovation Report 2014

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.

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TEXT RELEASE TEXT RELEASE +
1 VISUAL ASSET
TEXT RELEASE +
MULTIPLE MEDIA
MULTIMEDIA NEWS
RELEASES &
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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Good Storytelling today
requires making your story
easy for someone else to tell.
- @mpranikoff

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Image sources:
• http://ebooks.adelaide.edu.au/f/fitzgerald/f_scott/gatsby/chapter1.html
• AP

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TRUST RELIABILITY DELIGHT
Publish a steady
stream of content
Keep it relevant
& interesting