Forget What You Think You Know About Public Relations – It’s a Whole New World: Integrated Marketing Summit Chicago on August 24, 2010. Presentation given by PR Newswire Global Director of Emerging Media – Michael Pranikoff – www.prnewswire.com

1. Forget what you you know about THINK Public August 24, 2010 Chicago Relations

2. It’s a Whole New World Follow The Conversation Twitter Hashtag#IMSummit

3. Michael Pranikoff Global Director, Emerging Media PR Newswire michael.pranikoff@prnewswire.com www.delicious.com/michaelpranikoff Twitter / @mpranikoff

4. “In 1965, 80 percent of adults could be reached with three 60 second TV spots. Today it requires117 prime time Commercials to produce the same result” (Jim Stengel, CMO, P&G)

5. Michael Pranikoff Director, Emerging Media PR Newswire michael.pranikoff@prnewswire.com www.delicious.com/michaelpranikoff Twitter / @mpranikoff Twitter Event Hashtag: #prncl

6. Influencers Follow The Conversation Twitter Hashtag#IMSummit

8. Follow The Conversation Twitter Hashtag#IMSummit

9. Old School Michael Pranikoff Director, Emerging Media PR Newswire michael.pranikoff@prnewswire.com www.delicious.com/michaelpranikoff Twitter / @mpranikoff New School Twitter Event Hashtag: #prncl

10. Global Social Media Usage Source: Universal McCann Wave 3 & Nielsen Online reporthttp://bit.ly/11il0Y

11. Source: InSites Consulting 72% of Internet users are part of at least one social network, which translates to 940 million users worldwide.

14. Journalist Journalist Journalist Follow The Conversation Twitter Hashtag#IMSummit

16. PUSH Photo credit: http://www.flickr.com/photos/ytruly/2463366156/

17. PULL Photo credit: http://www.flickr.com/photos/jonathangayman/1028689242/

18. Traditional Public Relations Model The model has changed.... Follow The Conversation Twitter Hashtag#IMSummit

19. The Power of PUSH&PULL Photo credit: http://www.flickr.com/photos/alvarezandz/3296307865/

21. Make your contentEasy To View

22. Make your contentEasy To UseFollow The Conversation Twitter Hashtag#IMSummit

23. Mainstream Media Pickup Blogs / Twitter / Online Pubs Immediate Online Pickup Weekly Trade Pubs Monthly Trades Quarterly Pubs / Journals Search Share Blog Release Goes Out over PRNewswire The Long Tail of Public Relations Press Release Conversation Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media

24. Head Traditional Media Reaching Billions Reach MILLIONS Online Media SEARCH Tail Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media

25. The Long Tail of Public Relations Over Six Months Amount of Coverage What Needs to happen today – Shorter Releases on a more regular basis Time From Origination Created by: Michael Pranikoff, PR Newswire Director of Emerging Media

26. Consistent Communications Matters Follow The Conversation Twitter Hashtag#IMSummit

27. News Traffic Landscape Yahoo ranks as the top global news site. Google News is the second largest online news property in the world in terms of traffic. Yahoo News Google News New York Times CNN China’s QQ.com BBC MSN

29. Building the Foundation SEO Follow The Conversation Twitter Hashtag#IMSummit

30. Surround Your Content with Links to Relevant Content

31. Make Your Content Easy to Use

33. Think Keyword Phrases not Keywords – 42% of searches performed use 3-5 Keywords – Comscore

35. Identifying the Audience Where are they gathering? What are they talking about?

36. Case Study

37. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media

38. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media

39. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media

40. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media

42. Intimacy– The affection a person holds for a brand

43. Influence– The likelihood a person is to advocate on behalf of the brand Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/

44. Virgin America MNR

45. Virgin America MNR

46. http://mediacenter.motorola.com/content/detail.aspx?ReleaseID=12060&NewsAreaID=17 Virgin America MNR

47. Using multimedia in your releases increases journalist and public engagement by 35%. According to internal sample research comparing press releases that contain multimedia with those that do not. Follow The Conversation Twitter Hashtag#IMSummit

48. SEO & SOCIAL MEDIA ARE BUDDIES Photo credit: http://www.flickr.com/photos/tambako/2387498031/

49. Use Social Media to make your content directional

50. Marketing Public Relations ? ? Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media

51. Examine Activity the

52. Audit first what’s working, what meets objectives, and Align ACTIONS with GOALS

53. Listen

54. Follow The Conversation Twitter Hashtag#IMSummit

55. How Will You Measure Your Success? Photo Credit: http://www.flickr.com/photos/ppdigital/2327029777/

56. How Do you Manage / Control your Corporate Identity in a Crisis Situation?

57. Case Study

59. PR Newswire Social Media Metrics

60. PR Newswire Social Media Metrics

66. Social MEdia Follow The Conversation Twitter Hashtag#IMSummit

68. 30% get news through Social Networks

70. Location Based Social Media… Follow Me!

71. Tweets in Chicago between 11PM – 12AM CST August 23, 2010 Location Based Social Media… Follow Me!

72. Location Based Social Media… Follow Me!

73. Location Based Social Media… Follow Me!

74. Location...Take Your News WITH You!

75. Pursue social media as part of a comprehensive communications strategy “It’s not about using new media; it’s about using media in new ways” Dr. Craig Lefebvre

76. Listen Analyze Strategize Engage Repeat Source: http://thecoolgadgets.com/wp-content/uploads/2009/09/8-phaser-laser-gun.jpg

77. Michael Pranikoff Global Director, Emerging Media PR Newswire michael.pranikoff@prnewswire.com www.delicious.com/michaelpranikoff Twitter / @mpranikoff