The obituary of the press release has been written time and time again, and with good reason. The days of lengthy, superlative-filled releases written by a company for the company should be over. Consumers of information - media and B2B/B2C consumers - want information that is useful and helpful to aid them in their journalistic endeavors or guide them towards a more informed purchasing decision. Join PR Newswire and AZTC to learn about: Changes in how content is found and consumed online The major shift towards "content marketing" and the use of thought leadership as a marketing & advertising channel How is the press release evolving, and how can it be used to support marketing, advertising, and public relations pros? What are the benefits of syndication? Five tips for crafting an evolved release or "content advisory" Who Should Attend Marketers, advertising, content, public relations, corporate communicators, or anyone responsible for promoting an organization.
- 1. Helping vs. Telling. The press releases next chapter.
Malcolm Atherton linkedin.com/in/malcolmatherton | 480-414-0666
[email protected]
2. How is content found and consumed online? 3. Assume that
everyone is a consumer of information. 95% Source: PR Week 89%
Source: 2012 Digital Influence Index | Fleishman-Hillard &
Harris Interactive 4. 19.4B* Source: Comscore, February 2014 5.
Thanks!
http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page?hs=sns
6. Thanks!
http://www.icrossing.com/research/the-importance-of-page-one-visibility.php
7. Thanks, www.useit.com! 8. 8 of 10. Source: Copyblogger 9. 10-15
seconds. Source: Time.com & useit.com 10. 60,000x faster. 11.
Journalists are expected to produce more with less, while still:
Telling stories in multiple ways (photos, video, inf ographic,
etc.) Publishing in more channels (print, web, blog, social, etc.)
Source: U.S. Bureau of Labor Statistics From 2001- 2011, the number
of news outlets DECREASED BY ROUGHLY 10%1 During that same time,
the number of employed journalists DROPPED BY NEARLY 50%1 12.
Content marketing and the use of thought leadership as a marketing
and advertising (and PR) channel. 13. Content marketing is the
marketing and business process for creating and distributing
relevant and valuable content to attract, acquire, and engage a
clearly defined and understood target audience with the objective
of driving profitable customer action. Content Marketing Institute.
Give people text, graphics, and videos that are useful to them so
that theyll do something useful for you. Malcolm 14. CMI, 2014
Content Marketing Benchmarks 15.
http://blogs.forrester.com/ryan_skinner/13-10-03-great_content_is_not_enough
16. What are the benefits of distribution? 17. How is the press
release evolving? 18. If a story is not about the hearer he (or
she) will not listen A great lasting story is about everyone or it
will not last. The strange and the foreign is not interesting- only
the deeply personal and familiar. John Steinbeck, East of Eden. 19.
Amplification Questions & Queries Newsjacking & Seasonality
Traditional 20. Be willing to be uncomfortable. 21. Know what
interests your audience. Answer audience questions. Address
audience concerns and/or frustrations. Share industry trends &
data. Clarify buying decisions. And most importantly, be human.
Encourage action. Be entertaining. Tell interesting stories.
Optimize your content for your audience. Add photos to your
stories. Include online videos. Utilize social media platforms. 22.
Know your audience. 23. Endodontist Root Canal Dentist 24. Know
your anatomy. 25. Headline Body Multimedia 26. 2 of 10 50/50
Google: 61-64 characters Headlines should be:* short clear
front-loaded with the important stuff understandable out of context
predictable *Jakob Nielsen, www.useit.com, April 2009 27. Man, that
press release has a smoking body. 28. Incorporate multimedia. 29.
Source: 2013 The State of Multimedia Use in PR Survey conducted by
PR Newswire & PR News of communications professionals surveyed
plan to increase visual storytelling.76% Photos and video provide
the most engagement in social channels Visual storytelling boosts
brand awareness and: Increases engagement Drives interactions Goes
viral 30. Source: 2013 PR Newswire Web Analytics Releases with
multiple media resulted in nearly 10 times more views than
text-only. 31. Know what metrics matter to you. 32. EXCERPT FROM
FORBES ARTICLE, CVS BRILLIANTLY ENCOURAGED PEOPLE TO SHARE ITS
TOBACCO STORY: Blogs need pictures. People on Twitter, Facebook, or
Instagram want pictures, too. CVS provided this multimedia news
release with videos clips and downloadable, high-resolution
infographics and photographs to support the stories. If they care.
Theyll share! Text: To the point. Video of the CEO statement B-roll
footage of CVS stores Photos of CVS executives Infographics with
stats supporting the decision Source: Forbes, CVS Brilliantly
Encouraged People to Share Its Tobacco Story, February 2014 33.
With content tailored to what customers want or need, they end up
spending more time engaged with that content developing a
relationship with the brand and remaining engaged with the products
AND 34. Thank you for your time!!! Malcolm Atherton 480.414.0666
[email protected] @malcolmatherton
www.Linkedin.com/in/malcolmatherton
