Employing Visual Content for Compelling Storytelling (Toronto - April 2014)

@mpranikoff #VISUALCOMM

@mpranikoff #VISUALCOMM

Michael Pranikoff

Global Director,

Emerging Media

PR Newswirehttp://about.me/michaelpranikoff

michael.pranikoff@prnewswire.com

Twitter / @mpranikoff

CNW is the global leader

in innovative communications

and marketing services,

enabling organizations to

connect and engage with their target audiences worldwide

@mpranikoff #VISUALCOMM

Newswire.caPRNewswire.com

Blogs

NationalNews Sites

Local News Affiliate

Sites

Portals & Databases

Trade News Sites

Your WebsiteMediaRoom

Video Portals

ARC

Mobile AppPartnerships

MobilizedWebsites

CNW Mobile

Site & App

High Ranking Search Results

PR Newswire for Journalists

Media Outlet News Feeds“The Wire”

TwitterSocialPost

EmailMicrolists /Media Lists

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We have the resources to make your content more

VISIBLE.

We have the distribution &

syndication networkto AMPLIFY your

content.

Our products & services help you

continually ENGAGE your target audiences.

@mpranikoff #VISUALCOMM

@mpranikoff #VISUALCOMM

85%of brand marketers are publishing content.

Source: Forrester, October 2013

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But only

Source: Forrester, October 2013

The harsh reality is that branded content, even when it's great, isn't getting seen or discovered by audiences.

36%are doing it effectively.

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Earned Media vs. Branded Content

Source: 2014 In-lab study by Nielsen, commissioned by inPowered

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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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! 1st 2nd

Advertisement(Initial Awareness)

Shelf(Point of Purchase)

Experience(Customer Satisfaction)

0

AWARENESS CONSIDERATION INTENT DECISION

DISPLAY CLICK SOCIAL EMAIL

PAID SEARCHORGANIC SEARCH

DIRECTREFERRAL

OTHER PAID

Assisting interaction Last interaction

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@mpranikoff #VISUALCOMM

Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/

@mpranikoff #VISUALCOMM

Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/

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Classic Story Arc

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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The Communicator’s Story Spike

x = time

y = change

Old Way New Way

future

storytellingfodder

Adapted from Lou Hoffman - www.Hoffman.com

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@mpranikoff #VISUALCOMM

BRANDCurrency = Content

AUDIENCECurrency = Personal Info

Jane Smith

jane.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 engagement

@mpranikoff #VISUALCOMM

@mpranikoff #VISUALCOMM

Source: UberFlip

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Source: UberFlip

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Source: UberFlip

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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/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!

@mpranikoff #VISUALCOMM

• Use links in content – Actionable links that bring the user

to where they should directly be going.

• Only use 1-3 links in online content today…but

there are exceptions. Links should be near the top of the

release.

• Don’t Add Too Many Links – The search engines will

knock you for too many links.

•Anchor Text can still be used, but we recommend old

fashion links – http://www.yourlinkehere.com because it

tells Google & the reader where you want them to go.

@mpranikoff #VISUALCOMM

@mpranikoff #VISUALCOMM

@mpranikoff #VISUALCOMM

@mpranikoff #VISUALCOMM

Use Less Words

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@mpranikoff #VISUALCOMMSource: http://neomam.com/interactive/13reasons/

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of what they SEE & DO

80%of what they READ

30%

Source: Lester, P. M. (2006). Syntactic Theory of Visual Communication.

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@mpranikoff #VISUALCOMM

Using multimedia in

your releases increases

journalist and public

engagement By 35%According to internal sample research comparing press releases that contain multimedia with those that do not.

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2010Still, multimedia is added to only 14% of releases.

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20102013Still, multimedia is added to only 14% of releases.

Multimedia usage doubled.

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20102013Still, multimedia is added to only 14% of releases.

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Image source: TED.com

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Launched on April 3, 20143,704,585 Views

(as of April 24, 2014)

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After 3 DaysAfter 30 Days

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Content Must Be Mapped To

Business Objectives

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Content Must Be Appealing

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TRUST RELIABILITY DELIGHT

Publish a steady

stream of content

Keep it relevant

& interesting

@mpranikoff #cnw

@mpranikoff #VISUALCOMM