3. Our agenda
• The media evolution:
changes in
information
consumption &
audience behavior
• Imperatives for PR
• Your internal
newsmakers
• New tactics &
approaches
Newsworthiness
Credibility
Attention
Context
Opportunity
7. The new PR reality:
We’re competing for finite
audience attention against an
infinite ocean of content.
8. Our behavior has changed as a result...
B2B customers contact a
sales rep only after 70% of
the purchase decision has
been made. – Sirius
Decisions 2012
9. Study of consumers: The
traditional linear path to purchase
is giving way to a more winding
journey. The shopper is always
on” as a result of his or her
constant interaction with brands.
-- ARF 2013
10. 86% of IT buyers use social media during their decision
process.
89% of IT
buyers prefer
educational
content to
promotional
content in their
favored social
media channels
Source: IDG &
@chaoticflow
16. Our brands live in ecosystems & the audiences are
beating hearts.
17. Your audience has already busted your silos
(even if your organization doesn’t know it yet.)
18. New imperatives for PR:
– Adapt to changing media
models to generate (and
measure) PR results.
– Recognize different forms of
earned media, and
– Earn organic attention,
outside of traditional media
models, which requires
– Creating effective
messaging for today’s
environment.
19. TELL THE AUDIENCE WHAT THEY
WANT TO HEAR, NOT WHAT THE
BRAND WANTS TO TELL.*
* Or, at least use what the audience is
interested in as the framework for the content
you develop.
21. Audience interaction gives media earned
credibility
Earned Media
(Journalists,
Bloggers, Social?)
Owned Media
(Your web site, email
pitches, blog, & other
channels)
Press
Release
Paid Media
(Press releases,
advertising)
EVOLVED
When people interact
with your content
24. Interaction is worth measuring
• The value is in
amplification.
• Digital activity can be
measured:
– Traffic to a related
microsite)
– Number of times
something was shared
– Search rank
– Conversions!
43. Employ multimedia elements.
• Visuals have their
own distribution
networks
• Visuals draw eyeballs
• Algorithms value
visuals
• People like pictures.
• Better results accrue
45. Drive interaction by atomizing content to surface
different angles & appeal to different audiences.
Entertainment
Music
Mom
Travelers
48. Align content and calls to action to your organization’s
marketing funnel.
(Yes. Your organization has one of these.)
Reads
Clicks
# of specific
outcomes
Amplification
49. Use keywords, but not for the reason you might think.
200%
i nc r
e a s e
i n
t r a f
f i c !
50. Headline length really matters.
• Keep them short. Why?
– Our data. (80-130)
– Search engines (65)
– AP system (80)
– Twitter (100)
• Use a subhead to keep
peers happy.