Keeping Your Brand In the News in the Decline of Print and Broadcast – EXL Pharma PR Summit July...

transcript

@mpranikoff @Loder5 #ExLPRSummit

Chris Loder

VP External Communications

Bayer Corporation

Michael Pranikoff

Global Director, Emerging Media

PR Newswire

MEDIA EVOLUTION

Source: U.S. Bureau of Labor Statistics

From 2001-2011, the number of news outlets

DECREASED BY ROUGHLY

During that same time, the number

of employed journalists

DROPPED BY NEARLY

MEDIA NEED YOUR NEWS!

Journalists are expected to produce more with less,while still:

• Telling stories in multiple ways (photos, video, infographic, etc.)

• Publishing in more channels (print, web, blog, social, etc.)

News Is A Part Of The Explosion Of Social And Mobile,

and that offers the opportunity to reach more people

with news than ever before.

DIGITAL PLAYERS HAVE EXPLODED ONTO THE NEWS SCENE

Source: Pew Research Center Phone Survey, March 2014

Source: The American Journalist in the Digital Age – Indiana University May 2014

DIGITAL REPORTING IS GROWING.

THE RISE OF DIGITAL NEWS CHANGES THE REPORTER’S ROLE

Image source: AP

MEDIA OUTLETS

ARE RETOOLING.

ROLES OF JOURNALISTS ARE CHANGING

Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/

Source: Comscore Mobilens December 2013

x = time

y = tension

opening scene

climax

dénouement

Earned Media

beginning middle end

Adapted from Lou Hoffman - www.Hoffman.com

72 Hours – 96 Hours

CLASSIC STORY ARC

x = time

y = change

Old Way New Way

future

storytellingfodder

Adapted from Lou Hoffman - www.Hoffman.com

THE COMMUNICATOR’S STORY SPIKE

BRAND MENTIONS ARE THE FUTURE OF LINK BUILDING

Source: http://moz.com/blog/panda-patent-brand-mentions

BRANDCurrency = Content

AUDIENCECurrency = Personal Info

Jane Smith

jane.smith@xyz.com

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

THE VALUE EXCHANGE

Content Courtesy of UberFlip

Headline

Article

…8 will only read the

headline…

…and only 2will make it to the article.

One in five people

1 in 5 people

Number/TriggerKeywordAdjective PromiseHeadline_______________

HOW TO WRITE HEADLINES THAT ARE

BETTER THAN BACON-COVERED BACONTrigger

Adjective

Keyword

Promise

• Make your news easy to read and digest.

Think “info-snacks”

• Use bold to separate ideas – But Don’t

Overdo It!

• Bullet points are great to use. – Make this

your Tweet.

•Think about having a “Quotes” section

instead of burying the quote.

•Easy To Read means Easier to Use!

STRUCTURE OF CONTENT

TEXT RELEASE TEXT RELEASE +1 VISUAL ASSET

TEXT RELEASE +MULTIPLE MEDIA

MULTIMEDIA NEWSRELEASES &

CAMPAIGN MICROSITESSource: PR Newswire analysis of 2013 releases.

MULTIMEDIA DRIVES DISCOVERY

Source: PR Newswire analysis of 2013 releases.

MULTIMEDIA DRIVES DISCOVERY

..A STORY AT THE HUFFINGTON POST CANNOT BE

PUBLISHED UNLESS IT HAS A MULTIMEDIA ASSET, A

SEARCH HEADLINE, A TWEET AND A FACEBOOK POST…

Source: NYT Innovation Report 2014

WHAT REPORTERS WANT NOW

FROM COMMUNICATIONS TEAMS

BE A CONSISTENT RESOURCE AND HAVE A

PROVEN TRACK RECORD IN DELIVERING

NEWS OF VALUE TO THE MEDIA.

THINK AND ACT LIKE A REPORTER,

UNDERSTANDING THEIR NEEDS AND

INTRICACIES

Focus On The Story…..Not On Your Brand

REPORTERS NEED SOUNDING BOARDS

AROUND STORY IDEAS OR NEWS ANGLES

KILL THEM WITH KINDNESS

Keeping Your Brand In the News in the Decline of Print and Broadcast – EXL Pharma PR Summit July...

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