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Newsworthiness: New context & opportunity
for PR
Sarah Skerik
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Hello.
Sarah Skerik
Vice president, content marketing
@sarahskerik
linkedin.com/in/sarahskerik
#prnewswire
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Our agenda
• The media evolution: changes in information consumption & audience behavior
• Imperatives for PR • Your internal
newsmakers • New tactics &
approaches
Newsworthiness
Context
Opportunity Attention
Credibility
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MEDIA EVOLUTIONThe game has changed. Has your approach evolved?
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The new PR reality:We’re competing for finite
audience attention against an infinite ocean of content.
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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
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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
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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
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The buying journey is not linear.
Source: Forrester
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We’re looking for really granular stuff
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Social popularity drives content visibility in search engines.
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SO WHAT DOES THIS MEAN FOR PR?
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Our brands live in ecosystems & the audiences are beating hearts.
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XYour audience has already busted your silos (even if your organization doesn’t know it yet.)
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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.
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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.
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Then Now
Interaction
Viral Content
Influencers
Measurable outcomes
Print media pick-up
PR “stunts”
Media luminaries
Fuzzy measurement
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Audience interaction gives media earned credibility
Earned Media
(Journalists,
Bloggers, Social?)
Owned Media
(Your web site, email pitches, blog, & other
channels)
Paid Media
(Press releases, advertising)
EVOLVED
When people interact with your content
Press Release
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Forget viral. Popular content has a long lifespan.
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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!
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NEWSMAKERSFinding the stories & story-tellers
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Mine your organization for interesting stories, relevant content & news opportunities.
Ask “What can the brand add to the conversation?”
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Find your newsmakers*. (Okay, interesting content makers.)
• Illustrate & explain data. Marketing
• Draw back the curtain.Niche experts
• Share their perspective. Front-line teams
• Prove your worth.Customers
• Inspire your audience. Influencers
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Leverage sponsored/owned content
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Capitalize on interest created by breaking news (or extend a newsjack) with detailed expert commentary.
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The news releases SecureState has issued to promote their blog are the second-largest source of referrer contacts for the company.
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Pro tip: These are trackable URLs
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TACTICSBranded content matters, as long as it’s relevant and credible.
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Press releases are shared multiple times each minute on Twitter.
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Employ multimedia elements.
• Visuals have their own distribution networks
• Visuals draw eyeballs• Algorithms value
visuals• People like pictures. • Better results accrue
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Music
Travelers
Mom
Drive interaction by atomizing content to surface different angles & appeal to different audiences.
Entertainment
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Market your messaging. Drive discovery with distribution.
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Use measurable links deliberately
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Align content and calls to action to your organization’s marketing funnel. (Yes. Your organization has one of these.)
Reads
Clicks
Amplification
# of specific outcomes
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Use keywords, but not for the reason you might think.
200% increas
e in traffic!
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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.
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Thank you.Twitter: @sarahskerik
LinkedIn: http://linkedin.com/in/sarahskerik
Blog:http://blog.prnewswire.com/
author/sarahskerik
Promotions.prnewswire.com/NewsworthinessEbook