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#CNW @mpranikoff
#CNW @mpranikoff
Michael Pranikoff
Global Director,
Emerging Media
PR Newswirehttp://about.me/michaelpranikoff
Twitter / @mpranikoff
#CNW @mpranikoff
“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
#CNW @mpranikoff
Source: comScore, Inc., MobiLens, CA, Persons: 13+, June 2011 – Dec 2014
#CNW @mpranikoff
#CNW @mpranikoff
Source: Comscore Device Essentials, U.S., Monday, 21st January 2013
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Source: AOL Morning Rituals Study – Nov 2014
#CNW @mpranikoff
#CNW @mpranikoff
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
10
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AUDIENCES NOW PLAY AN ACTIVE ROLE IN THE MEDIA LANDSCAPE
11
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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.
DIGITAL PLAYERS HAVE EXPLODED ONTO THE NEWS SCENE
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
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Source: http://www.wired.com/2014/12/new-media-2/#slide-id-1674851
#CNW @mpranikoff
#CNW @mpranikoff
DIGITAL REPORTING IS
GROWING.
THE RISE OF DIGITAL NEWS CHANGES THE REPORTER’S ROLE
20
Image source: AP
#CNW @mpranikoff 21
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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#CNW @mpranikoff
#CNW @mpranikoff
#CNW @mpranikoff
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
#CNW @mpranikoff
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.
#CNW @mpranikoff
#CNW @mpranikoff
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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
#CNW @mpranikoff
• 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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#CNW @mpranikoff
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 NEWSRELEASES &
CAMPAIGN MICROSITESSource: PR Newswire analysis of 2013 releases.
Mult imedia Dr ives Discovery
#CNW @mpranikoff
Source: PR Newswire analysis of 2013 releases.
Mult imedia Dr ives Discovery
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#CNW @mpranikoff
Good Storytelling today
requires making your story
easy for someone else to tell.
- @mpranikoff
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#CNW @mpranikoff
•
•
•
••
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Image sources:• http://ebooks.adelaide.edu.au/f/fitzgerald/f_scott/gatsby/chapter1.html• AP
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#CNW @mpranikoff
#CNW @mpranikoff
TRUST RELIABILITY DELIGHT
Publish a steady
stream of content
Keep it relevant
& interesting