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“If even 10 percent of!them made the cake, I've already sold 10,000 bottles of Coca-Cola.
Byron Perry Coconuts Media
“ Other than talking to people, probably the most important source is social media… So many of our stories come from Twitter and from Facebook..some might just be a facebook video embedded, like Occupy Hong Kong protest..
http://mashable.com/2014/12/05/public-relations-industry/
http://mashable.com/2014/12/05/public-relations-industry/
http://mashable.com/2014/12/05/public-relations-industry/
#delltechindex!
+ Content Syndication!
"Marketing is undoubtedly !becoming content-driven…
and content opportunities can be overlooked…An integrated initiative was made possible (…) where PR, digital, media and social all
have equal seats at the table with one mission in mind, to identify and develop the best content possible."
Joe Rivas, global client leader at Y&R Team Dell
Created
Curated
Own copyright
Directly promote brand
Bring your !audience closer
save time
relevance & value
pay it forward
brand knowledge
licensed & non-licensed
Created
Curated
customers
subject matter!experts
employees
reviews
media coverage
industry !stories
licensed content licensed content
Created
Curated
customers
subject matter!experts
employees
reviews
media coverage
industry !stories
0
25
50
75
100
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
Readership
Your Competitive advantage4 Keys
industry !influencers
impartial !news sources
useful information!less hard-sell
Credibility
Accessibilitybe found
Accessibilitymultimedia resource
ease of reaching out
be found
“Provide accessibility to image library by including links in the media release-
Be contactable! !
Worst Press release received... “It had only a few sentences, with a
collage of images. It should have at least included a link to high-resolution images!
Senior Writer, Jasmine Goh
Accessibilitymultimedia resource
ease of reaching out
be found responsive!design
Shareabilitydistribution channelsadapt content
Stop relying on press releases to get news out - they're redundant. When crafting ways to release content and news to media, think about the platform you use and the kind of content you release. Make sure it's useable. Asha Philips!
Editor !@YahooNewsDigest
@YahooSG
“
Shareabilitydistribution channelsadapt content
“Emails with !social sharing buttons !
increase CTR by 158%
activate your!community
Trackability
Channels
Engagement
Trackability
Channels
Device
Engagement
Trackability
Competitive advantage: C.A.S.T
✓ Credibility ✓ Accessibility ✓ Shareability ✓ Trackability
“Did you know that there is no such thing as!
prime time anymore?”
Every minute is !prime time…! !because customers are always looking at their phones and texting with their friends, even when they are watching TV.”
Raja Rajamannar!Chief Marketing Officer!MasterCard
“
Q&A
