We are mobile:
39 of top 50 digital
news sites receive
more traffic from
mobile than desktop
Audiences read
content in the...
INCITING
MOMENT
RISING
ACTION
CLIMAX /
CHANGE
FALLING
ACTION
REVELATION
This simple storytelling
structure has worked
for ...
Emotional Connection
Credible
Problem Solver
Hero’s POV
Hurdle / Old way of
doing things
YOUR
REVELATION
THEME 1
AUDIENCE 1
THEME 2
AUDIENCE 2
THEME 3
AUDIENCE 3
3-5 Words Max
3-5 Words Max
3-5 Words
Max
• Tired phrases that have lost their meaning:
next generation, leading edge, disruption.
• Overused words: disrupt, litera...
There are two ways to get news coverage: be part of
today’s news or make your own.
Smart PR people:
• Situate stories with...
8 out of 10 read a headline,
only 2 click through.
Here’s how to increase CTR:
• Words like “photo” and “who”
• Bracketed ...
A press release
should read like
a news story.
Pick your target.
Write like they do.
1. Expect the reporter to know nothing
2. Know what the reporter covers
3. Know what’s happening in the news
4. Anticipate...
1. Give them something they can use in your email.
Don’t go for the phone call.
2. Use a conversational tone and include s...
“I think there’s a good chance that in five to ten
years the Internet is going to look really
different, just like it did ...
• What are you trying to achieve? Leads,
awareness, crisis containment? Tie metrics to the
goals.
• For leads, measure rea...
11 Steps to PR in the Age of [In]Attention
11 Steps to PR in the Age of [In]Attention
11 Steps to PR in the Age of [In]Attention
11 Steps to PR in the Age of [In]Attention
11 Steps to PR in the Age of [In]Attention
11 Steps to PR in the Age of [In]Attention
11 Steps to PR in the Age of [In]Attention
11 Steps to PR in the Age of [In]Attention
11 Steps to PR in the Age of [In]Attention
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11 Steps to PR in the Age of [In]Attention

PR in the Age of Attention - How to attract the right kind of attention in today's media. This presentation contains 11 steps to understanding the market, as well as tips & techniques to staying on top.
Published on: Mar 3, 2016
Published in: Presentations & Public Speaking      
Source: www.slideshare.net


Transcripts - 11 Steps to PR in the Age of [In]Attention

  • 1. We are mobile: 39 of top 50 digital news sites receive more traffic from mobile than desktop Audiences read content in their “stream” via app notifications, social media, email New content platforms are proliferating: Instant Articles, Twitter Moments, Snapchat Discover, Periscope, Apple News, etc. In 2015 roughly $10.7B was spent on native ads, up from $7.9B in 2014
  • 2. INCITING MOMENT RISING ACTION CLIMAX / CHANGE FALLING ACTION REVELATION This simple storytelling structure has worked for thousands of years
  • 3. Emotional Connection Credible Problem Solver Hero’s POV Hurdle / Old way of doing things
  • 4. YOUR REVELATION THEME 1 AUDIENCE 1 THEME 2 AUDIENCE 2 THEME 3 AUDIENCE 3 3-5 Words Max 3-5 Words Max 3-5 Words Max
  • 5. • Tired phrases that have lost their meaning: next generation, leading edge, disruption. • Overused words: disrupt, literally, leverage. • Nounification: “the ask, the solve.” • Cultural trends: on fleek, hot takes, hot mess, throw shade. You get the idea!
  • 6. There are two ways to get news coverage: be part of today’s news or make your own. Smart PR people: • Situate stories within context • Convince CEOs to take meetings with young reporters • Remove marketing collateral from meetings • Make spokespeople quotable • Eliminate Powerpoints from briefings • Follow up • Find a good replacement spokesperson • Withhold advance briefings on reporters who break embargoes • Take no for an answer
  • 7. 8 out of 10 read a headline, only 2 click through. Here’s how to increase CTR: • Words like “photo” and “who” • Bracketed info: [infographic] or [video] • Numbers and percentages • Keep it short: 80-100 characters (20 to 40 are even better) What not to do: • Use words like “easy,” “magic,” “cure” and “free” • Reference to reader with “you” or “your” • Use superlatives like “always”
  • 8. A press release should read like a news story. Pick your target. Write like they do.
  • 9. 1. Expect the reporter to know nothing 2. Know what the reporter covers 3. Know what’s happening in the news 4. Anticipate the questions 5. Write your answers 6. Practice 7. Use pauses and silence well. Don’t fill the space 8. Be yourself 9. Clarify 10. Follow up 11. Once the story appears, make sure it is on track
  • 10. 1. Give them something they can use in your email. Don’t go for the phone call. 2. Use a conversational tone and include short points and sound bites. Add to the story, don’t write it. 3. It’s not about you. Remain vendor-neutral and share your point of view, not your product. 4. Be fast. 5. Say something useful/unique/contrarian or don’t do it. 6. Offer the big picture. It’s just as important to look ahead as it is to talk about the present.
  • 11. “I think there’s a good chance that in five to ten years the Internet is going to look really different, just like it did five or ten years ago,” BuzzFeed Distributed head Summer Anne Burton. “And one of those trends might be that people consume media within the places where they’re also networking with their friends.”
  • 12. • What are you trying to achieve? Leads, awareness, crisis containment? Tie metrics to the goals. • For leads, measure reach and engagement. • For awareness, measure sentiment and share of voice. • For conversation, measure influence. IS PR HELPING YOU MEET YOUR BUSINESS GOALS?

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