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PRSA 2009 International Conference - Don’t Be Controlled by the Conversation, CONTROL the Conversation: Today’s Aggressive PR Tactics

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. 1. Don’tBe Controlled by the Conversation, CONTROL the Conversation: <br />Today’s Aggressive PR Tactics<br />
  2. 2. Michael Pranikoff<br />Director, Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br />www.delicious.com/michaelpranikoff<br />Twitter / @mpranikoff<br />
  3. 3. Becky Carroll<br />Founder<br />Petra Consulting Group /<br />Customers Rock! <br />www.customersrock.net<br />becky@petraconsultinggroup.com<br />Twitter/@bcarroll7<br />
  4. 4. “In a downturn, aggressive PR and Communications strategy is key. “<br />Doug Leone, , General Partner, Sequoia Capital, 10/9/08<br />http://blog.weatherby.net/2008/10/a-ceos-sequoia.html<br />
  5. 5. Source: http://www.readwriteweb.com/archives/study_fast_growing_us_companie.php<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
  6. 6. Source: http://www.readwriteweb.com/archives/study_fast_growing_us_companie.php<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
  7. 7. Source: http://www.readwriteweb.com/archives/study_fast_growing_us_companie.php<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
  8. 8. “<br />Technology is shifting the power away from the editors, the publishers, the establishment, themedia elite. Now it’s the peoplewho are in control.”<br />Rupert Murdoch, Global Media Entrepreneur<br />Rupert Murdoch<br />
  9. 9. Source: http://www.youtube.com/watch?v=-r_PIg7EAUw<br />
  10. 10. Source: http://www.youtube.com/watch?v=BmykFKjNpdY<br />
  11. 11.
  12. 12. Photo credit: http://www.flickr.com/photos/unaerica/3271668934/<br />
  13. 13. “The people in charge of talking are in the marketing department. <br />The people in charge of listening are in theresearchor service or sales department.<br />They hardly ever talk to each other, let alone have full-duplex conversations with customers.”<br />This won&apos;t fly in social technology <br />because the minute you talk, <br />people expect you to listen. <br />And if you start to listen, <br />you&apos;ll be tempted to talk. <br />It&apos;s a full-duplex channel that<br />befuddles one-way marketers.”<br />Josh Bernoff, Why marketers have trouble with full-duplex social technology, June 30, 2009<br />
  14. 14. Old School<br />New School<br />
  15. 15. Feel Like<br />You Are Trying to Convince<br />These Guys? <br />
  16. 16. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
  17. 17. Michael Pranikoff<br />Director, Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br />www.delicious.com/michaelpranikoff<br />Twitter / @mpranikoff<br />Twitter Event Hashtag: #prncl<br />
  18. 18. Mainstream Media Pickup<br />Blogs / Twitter / Online Pubs<br />Immediate Online Pickup<br />Weekly Trade Pubs<br />Monthly Trades<br />Quarterly Pubs / Journals<br />Search Share Blog <br />Release Goes Out<br />The Long Tail of Public Relations<br />Press Release<br />Conversation<br />
  19. 19. The Long Tail of Public Relations<br />Head<br />Traditional Media<br />Reaching Billions<br />Reach<br />MILLIONS<br />Online Media<br />SEARCH<br />Tail <br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media based on Immediate Future, 6/06<br />
  20. 20. The Long Tail of Public Relations Over Six Months<br />Amount of Coverage<br />Time From Origination<br />
  21. 21. PUSH<br />Photo credit: http://www.flickr.com/photos/ytruly/2463366156/<br />
  22. 22. PULL<br />Photo credit: http://www.flickr.com/photos/jonathangayman/1028689242/<br />
  23. 23. The Power of PUSH&PULL<br />Photo credit: http://www.flickr.com/photos/alvarezandz/3296307865/<br />
  24. 24. Principles to Communicating Your Message Today<br /><ul><li>Make your contentAccessible
  25. 25. Make your contentEasy To View
  26. 26. Make your contentEasy To Use</li></ul>Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
  27. 27. Consistent<br />Communications<br />Matters<br />
  28. 28. Social Media is NOTa <br />Campaign. <br />It’s a strategyto build <br />Relationships<br />
  29. 29.
  30. 30.
  31. 31.
  32. 32.
  33. 33.
  34. 34.
  35. 35.
  36. 36.
  37. 37.
  38. 38.
  39. 39. Listen<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
  40. 40.
  41. 41.
  42. 42. Metrics & Measurement / Analysis<br />PR Newswire Social Media Metrics<br />http://www.prnewswire.com/products-services/targeting-monitoring-measurement/social-media-monitoring/<br />
  43. 43.
  44. 44. We ALL need<br />toBecome<br />‘ers<br />Data<br />
  45. 45. Visibility<br />Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/<br />
  46. 46. Engagement<br />The 3 I’s of Engagement<br /><ul><li>Interaction – The actions a person takes while present at those touch points
  47. 47. Intimacy– The affection a person holds for a brand
  48. 48. Influence– The likelihood a person is to advocate on behalf of the brand </li></ul>Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/<br />
  49. 49.
  50. 50.
  51. 51.
  52. 52. http://www.delancey.co.uk/Folio/unused-concepts.php<br />
  53. 53. Comcast’s @comcastcaresBuild Relationships<br />
  54. 54.
  55. 55.
  56. 56.
  57. 57.
  58. 58. PR Newswire Social Media Metrics<br />
  59. 59.
  60. 60.
  61. 61.
  62. 62.
  63. 63. JetBlue Airways Two Years Later<br />
  64. 64. JetBlue Airways Two Years Later<br />http://www.flickr.com/photos/briansolis/3974856240/sizes/o/<br />
  65. 65. It’s All About People<br /><ul><li>Recovery
  66. 66. Little things make a difference
  67. 67. Using the right people</li></ul>It Takes a Little Nurture and Care<br />
  68. 68. Listen<br />Analyze<br />Strategize<br />Engage<br />Repeat<br />Source: http://thecoolgadgets.com/wp-content/uploads/2009/09/8-phaser-laser-gun.jpg<br />
  69. 69. Thank You<br />@mpranikoff<br />@bcarroll7<br />
  70. 70. Don’tBe Controlled by the Conversation, <br />CONTROL the Conversation: <br />Today’s Aggressive PR Tactics<br />
  • ghamry

    Feb. 12, 2010
  • mwarden

    Nov. 26, 2009
  • prsa

    Nov. 18, 2009
  • MMoninger

    Nov. 13, 2009
  • tikabanget

    Nov. 11, 2009

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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