The document discusses how to effectively distribute news and information through digital communications. It notes that people get their news from a variety of sources at different times of day, and that brands should target different types of content to specific networks and devices depending on the time. The key is understanding consumer behaviors and news consumption habits to time content properly across owned, earned, and paid channels for maximum distribution.

1. DIGITAL COMMUNICATIONS:
WHEN, HOW AND WHAT
Where are people getting their news?
#DIGITALPR
✚ Ephraim Cohen
Executive Vice President, Technology and Digital Content
@ephraimcohen
pinterest.com/ecohen1
ecohen.me
www.mww.com
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2. MAP THE ECOSYSTEM
TARGETING + TIMING = DISTRIBUTION
Consumer
Behaviors
Explore
Social Networks
Community
Speak your mind
Brand
Behaviors
Explore
Resolve
Engage
#digitalpr | @ephraimcohen | pinterest.com/ecohen1 Broadcast

3. TIME: OWNED, EARNED, PAID
PAID MEDIA
SHOULD
OWNED PAID EARNED ACT AS A
CATALYST,
NOT AN
What a brand Paying to leverage Third parties
controls (channel, a channel (to act provide media END GAME
content) as a catalyst) (news, customers)
#digitalpr | @ephraimcohen | pinterest.com/ecohen1

4. AND TIME IT ACROSS THE ECOSYSTEM
M T W T F S S M T W T F S S
30% Engagement SAT-SUN WED-THU
Tweets that are published between 8AM and 7PM see a 30% 17% increase in Wed. & Thurs. are the
increase in engagement rate over tweets published outside of engagement rate days with the lowest
that timeframe. This includes Saturday and Sunday. compared to weekdays. rate of engagement.
The Best Times to post on Facebook The Worst Times to post on Facebook
#1 #2 #3 #1 #2 #3
Saturday Saturday Sunday Tuesday Tuesday Thursday
10:00 PM 8:00 PM 7:00 PM 4:00 AM 3:00 AM 3:00 AM
#digitalpr | @ephraimcohen | pinterest.com/ecohen1

5. DON’T ASSUME THE PC IS THE STARTING POINT
MOBILE IS NO LONGER A ”WILL GET TO” ACTIVITY
SMARTPHONES ARE A GROWING WHAT WE START ON A
PORTION OF WEB TRAFFIC SMARTPHONE (AND FINISH
ELSEWHERE)
14%
SMARTPHONES
STARTED ON
SMARTPHONE 65%
6% Searching
for Info
TABLETS
CONTINUED
ON A PC 60%
80%
DESKTOP
CONTINUED
ON A TABLET 4%
#digitalpr | @ephraimcohen | pinterest.com/ecohen1
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6. LEVERAGE SECOND SCREEN’S EXPLOSION
(IT’S MORE THAN ONE SCREEN AT A TIME)
US Internet Users who started watching Online methods used by Users to
TV programs due to opinions online talk about TV shows/content
✚ 46% on Facebook ✚ 31% through texting
✚ 14% on Twitter ✚ 29% through Facebook
✚ 9% on TV show web sites ✚ 25% through email
% OF TV WATCHERS USE A SECOND
40 SCREEN DAILY (AND 85% MONTHLY)
#digitalpr | @ephraimcohen | pinterest.com/ecohen1

7. AND USE THE RIGHT CONTENT
TRADITIONAL POSTS VS. INFOGRAPHIC POSTS
0 300 600
Twitter
tweets
Linkedin
shares
StumbleUpon
page views
Traditional Posts Infographic Posts
#digitalpr | @ephraimcohen | pinterest.com/ecohen1

8. BUT WE’RE TALKING ABOUT PR?
NEWS IS TO PR
WHAT CREATIVE
IS TO THE AD
INDUSTRY…
THE CENTER OF
OUR LIFE.
#digitalpr || @ephraimcohen || pinterest.com/ecohen1
#digitalpr @ephraimcohen pinterest.com/ecohen1

9. NEWS = STRONG ENGAGEMENT CONTENT
Assume you see positive or negative news
Do you associate any of the following digital news sources with relevant to a company or brand that plays a
different parts of the day? role in your life. How interested would you be
in the opportunity to directly follow up with
that company to ask them about the news?
#digitalpr | @ephraimcohen | pinterest.com/ecohen1

10. HOW WE GET OUR NEWS (ONLINE)
Delivered news is most important in the morning
52% 48%
Emails from friends and colleagues
Email newsletters
Peaking at lunch (sharing what they have discovered that morning)
37% 35% 31%
Emails from friends Links from Facebook Visiting a news website
and colleagues friends
Most important channels during the weekend
41% 37% 37% 35%
Twitter Linkedin RSS Feeds Facebook
#digitalpr | @ephraimcohen | pinterest.com/ecohen1
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11. DEVICES USED FOR NEWS CONSUMPTION
Most used during the morning commute
Radio
55% 43%
Smartphones
Peak uses of devices at lunch
43% 32% 30%
Smartphones Laptops PCs
Peak after dinner
63% 32%
Televisions Laptops
Devices that take over on the weekend
43% 42% 42% 34%
Televisions
Smartphones Print Tablets
#digitalpr | @ephraimcohen | pinterest.com/ecohen1
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12. WHAT TYPES OF NEWS WE READ & WHEN
News that is mostly read in the morning
53% 35% 35% 29%
Local Business International Politics
News checked mostly at midday
27% 21%
Lifestyle Celebrity
Peaks after dinner
41% 40% 27%
Politics Local Sports
News mostly read on evenings and weekends
44% 31% 26%
Sports Celebrity Lifestyle
#digitalpr | @ephraimcohen | pinterest.com/ecohen1
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13. MAP OUT NEWS TIMING
Start of the Day Morning Commute Lunch Evening Commute
Best Type of News Local Local Lifestyle Local
Best Device Televisions Radio Smartphone Radio
After Dinner Late Evening Bedtime Weekends
Best Type of News Politics Politics Celebrity Sports
Best Device Televisions Radio Smartphone Radio
#digitalpr | @ephraimcohen | pinterest.com/ecohen1

14. PR NEWS DIGITAL SUMMIT ECOSYSTEM
TARGETING + TIMING = DISTRIBUTION
Consumer
Behaviors
Explore
Social Networks
Community
Speak your mind
Brand
Behaviors
Explore
Resolve
Engage
#digitalpr | @ephraimcohen | pinterest.com/ecohen1 Broadcast

15. CLOSING THOUGHTS
✚ ENGAGEMENT VIA NEWS
✚ BEHAVIOR FIRST, NETWORK SECOND
✚ SHORT THOUGHTS, VISUAL THOUGHTS
✚ PAID CAN BE A CATALYST FOR EARNED
✚ TIMING THE RIGHT CONTENT
✚ OFFLINE/ONLINE
✚ THINK FAST
#digitalpr | @ephraimcohen | pinterest.com/ecohen1
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16. THANK YOU
For more information, please contact:
Ephraim Cohen
Executive Vice President, Technology and Digital Content
ecohen@mww.com | @ephraimcohen
#digitalpr | @ephraimcohen | pinterest.com/ecohen1