PRSA 2009 International Conference - Don’t Be Controlled by the Conversation, CONTROL the Conversation: Today’s Aggressive PR Tactics
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Don’t Be Controlled by the Conversation, CONTROL the Conversation: Today’s Aggressive PR Tactics by PR Newswire Director of Emerging Media - Michael Pranikoff; and Founder of Petra Consulting/ Customers Rock! Becky Carroll given on Nov. 11, 2009 at the PRSA 2009 International Conference in San Diego.
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PRSA 2009 International Conference - Don’t Be Controlled by the Conversation, CONTROL the Conversation: Today’s Aggressive PR Tactics
- 1. Don’tBe Controlled by the Conversation, CONTROL the Conversation: Today’s Aggressive PR Tactics
- 2. Michael PranikoffDirector, Emerging MediaPR Newswiremichael.pranikoff@prnewswire.comwww.delicious.com/michaelpranikoffTwitter / @mpranikoff
- 3. Becky CarrollFounderPetra Consulting Group /Customers Rock! www.customersrock.netbecky@petraconsultinggroup.comTwitter/@bcarroll7
- 4. “In a downturn, aggressive PR and Communications strategy is key. “Doug Leone, , General Partner, Sequoia Capital, 10/9/08http://blog.weatherby.net/2008/10/a-ceos-sequoia.html
- 5. Source: http://www.readwriteweb.com/archives/study_fast_growing_us_companie.phpCreated by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 6. Source: http://www.readwriteweb.com/archives/study_fast_growing_us_companie.phpCreated by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 7. Source: http://www.readwriteweb.com/archives/study_fast_growing_us_companie.phpCreated by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 8. “Technology is shifting the power away from the editors, the publishers, the establishment, themedia elite. Now it’s the peoplewho are in control.”Rupert Murdoch, Global Media EntrepreneurRupert Murdoch
- 13. “The people in charge of talking are in the marketing department. The people in charge of listening are in theresearchor service or sales department.They hardly ever talk to each other, let alone have full-duplex conversations with customers.”This won't fly in social technology because the minute you talk, people expect you to listen. And if you start to listen, you'll be tempted to talk. It's a full-duplex channel thatbefuddles one-way marketers.”Josh Bernoff, Why marketers have trouble with full-duplex social technology, June 30, 2009
- 15. Feel LikeYou Are Trying to ConvinceThese Guys?
- 16. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 17. Michael PranikoffDirector, Emerging MediaPR Newswiremichael.pranikoff@prnewswire.comwww.delicious.com/michaelpranikoffTwitter / @mpranikoffTwitter Event Hashtag: #prncl
- 18. Mainstream Media PickupBlogs / Twitter / Online PubsImmediate Online PickupWeekly Trade PubsMonthly TradesQuarterly Pubs / JournalsSearch Share Blog Release Goes OutThe Long Tail of Public RelationsPress ReleaseConversation
- 19. The Long Tail of Public RelationsHeadTraditional MediaReaching BillionsReachMILLIONSOnline MediaSEARCHTail Created by: Michael Pranikoff, PR Newswire Director of Emerging Media based on Immediate Future, 6/06
- 20. The Long Tail of Public Relations Over Six MonthsAmount of CoverageTime From Origination
- 23. The Power of PUSH&PULLPhoto credit: http://www.flickr.com/photos/alvarezandz/3296307865/
- 24. Principles to Communicating Your Message TodayMake your contentAccessible
- 25. Make your contentEasy To View
- 26. Make your contentEasy To UseCreated by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 28. Social Media is NOTa Campaign. It’s a strategyto build Relationships
- 39. ListenCreated by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 42. Metrics & Measurement / AnalysisPR Newswire Social Media Metricshttp://www.prnewswire.com/products-services/targeting-monitoring-measurement/social-media-monitoring/
- 46. EngagementThe 3 I’s of EngagementInteraction – The actions a person takes while present at those touch points
- 47. Intimacy– The affection a person holds for a brand
- 48. Influence– The likelihood a person is to advocate on behalf of the brand Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/
- 58. PR Newswire Social Media Metrics
- 63. JetBlue Airways Two Years Later
- 64. JetBlue Airways Two Years Laterhttp://www.flickr.com/photos/briansolis/3974856240/sizes/o/
- 65. It’s All About PeopleRecovery
- 66. Little things make a difference
- 67. Using the right peopleIt Takes a Little Nurture and Care
- 70. Don’tBe Controlled by the Conversation, CONTROL the Conversation: Today’s Aggressive PR Tactics
Editor's Notes
- All of this type of data is available through your web development / IT teams. We need to dive into this data today – more so than ever. The more data we have on how people are interacting with our content, the better we can focus future campaigns.
- When we as communicators distribute news online, we are often looking at raising the visibility of an issue or campaign. Visibility is one of those things that we have measured for a long time in clips and hits.
- As in the last slide from the Nielsen study on the White House, Engagement is increasingly one of the most important things that we can measure.