Converged Content: #Trending in PR

67 %
33 %
Information about Converged Content: #Trending in PR
Business & Mgmt

Published on July 2, 2013

Author: au1153



Presentation by PR Newswire Global Director of Emerging Media, Michael Pranikoff, for the Montreal #PRMixer event held on June 18, 2013 and sponsored by CNW – a PR Newswire Company. This presentation was about how marketing & public relations are converging through story telling as modern media consumption habits are changing.

#PRMIXER / @mpranikoff

Michael Pranikoff Global Director, Emerging Media PR Newswire Twitter / @mpranikoff

#PRMIXER / @mpranikoff

Image source: ADVERTISER • Pushes information • Needs to listen • Focuses on transactions CONSUMER • Values authenticity • Wants to be heard • Expects an immediate response to questions #PRMIXER / @mpranikoff


#PRMIXER / @mpranikoff

The creation and sharing of high quality, valuable content by the brand to engage current & potential audience and influencers. Content Marketing Content Marketing will AMPLIFY your existing media campaigns, increase VISIBILITY and drive ENGAGEMENT leading to your desired outcome. CHOICE PREFERENCE CONSIDERATION AWARENESS #PRMIXER / @mpranikoff

The value exchange BRAND Currency = Content AUDIENCE Currency = Personal Info Jane Smith 555-555-5555 CEO, XYZ Corp. The brand continuously delivers relevant content & establishes its worth to the audience The audience trusts the brand enough to identify themselves & grant permission for engagement #PRMIXER / @mpranikoff

The future is now OWNED MEDIA EARNED MEDIA PAID MEDIA SOCIAL + SEARCH + MOBILE A brand pays to place ad or content in a channel to drive conversation forward. Publicity gained through influencer promotion, including shares, likes & tweets. Brand published content to drive earned media and sustain buzz around brand. • Advertising • Events • Direct Marketing • Press pickup • Blog mention • Social sharing • Word of Mouth • Company blogs • Company website • Company social accounts #PRMIXER / @mpranikoff


#PRMIXER / @mpranikoff

Classic Story Arc x = time y = tension opening scene climax dénouement Earned Media beginning middle end Adapted from Lou Hoffman - 72 Hours – 96 Hours #PRMIXER / @mpranikoff

The New Story ARC….Spike x = time y = change Old Way New Way future storytelling fodder Adapted from Lou Hoffman - #PRMIXER / @mpranikoff

Photo credit: Visibility

Photo credit: Engagement The 3 I’s of Engagement • Interaction – The actions a person takes while present at those touch points • Intimacy – The affection a person holds for a brand • Influence – The likelihood a person is to advocate on behalf of the brand

Content such as Blog Posts & YouTube videos can Educate Customers to the point where they’re ready to buy 57% More confidant of making a purchase online #PRMIXER / @mpranikoff

Using multimedia in your releases increases journalist and public engagement According to internal sample research comparing press releases that contain multimedia with those that do not. #PRMIXER / @mpranikoff

Content Must Be Mapped To Business Objectives #PRMIXER / @mpranikoff

Content Must Be Appealing #PRMIXER / @mpranikoff

Content Must Be Easy To Be Found #PRMIXER / @mpranikoff

Publish a steady stream of content Keep it relevant & interesting TRUST RELIABILITY DELIGHT Adapted via:

Add a comment

Related presentations

Related pages

Blog | Leveraging Converged Media for Content Marketing

Public Relations; Content ... Leveraging Converged Media for Content ... a webinar titled “Leveraging Converged Media’s Impact on Content ...
Read more

Lean Content Marketing - B2B Praxisleitfaden

... Tipps für den schrittweisen Einstieg ins Content ... Verdiente Medien (Earned Media) | „Converged ... zunächst als Berater in PR ...
Read more

How To Execute A Converged Media Content Strategy (And Why ...

A content [...] Credit AP Photo/Palm Beach Post, Thomas Cordy As your company’s content strategy becomes more sophisticated, it’s important ...
Read more

Convergence is the Name of the Game for PR Pros of ...

Convergence is the Name of the Game for PR Pros of ... and optimized content. The web ... The Altimeter Group just released “The Converged Media ...
Read more

Converged Broadband Router - cBR-8 Specifications - Cisco

... watch videos and see community content ... Cisco cBR Series Converged Broadband Routers Software Configuration Guide. Install and Upgrade Guides.
Read more

Skills Converged Training Materials, Management Courses ...

"I am LOVING your training materials . . . very detailed and great, great illustrations by way of pictures. The attention to detail by Skills Converged is ...
Read more

The Evolution of The Content Marketing Ecosystem - Relevance

The Evolution of The Content Marketing Ecosystem. ... Professionals in all disciplines—PR, content and SEO—will fight ... Converged media – the ...
Read more

Your Content Strategy: Defining Paid, Owned and Earned ...

... Defining Paid, Owned and Earned ... Before getting into the specifics of a converged media content ... brands have been hiring PR firms to reach ...
Read more