prx: the future of public relations & media

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PRSA  Chapters  _________________________________________________________________________  

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Fred  Cook    CEO  Golin  Interna(onal    

"Improvise:  Unconven(onal  Career  Advice  from  an  Unlikely  

CEO"  

Session  Topic:  

�@fredcook�      

Email:  fcook@golinharris.com  

Expose Yourself

Drive a Drunk

Guide a Tour

Make the Rules

Begin applying TODAY! www.golin.com/unternship

Make It Special

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Barri  Rafferty  CEO  Ketchum  North  America  

"Gender  &  Racial  Diversity  in  the  Execu(ve  Ranks"  

Session  Topic:  

�@barrirafferty�      

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Richard  Galant    Senior  Editor,  Opinion;  CNN  Digital  

"Opinions:  How  Contributed  Content  has  Changed  the  News  

Media"    Q&A  Hosted  by  Sandra  Fathi,  President,  Affect  

Session  Topic:  

�@richny  

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Please  enjoy  our  short  break  

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Chris  AllbriJon  Senior  Editor,  The  Daily  Beast,  and  Freelance  Writer  

"An  Unconven(onal  Path  to  the  Future"  

Session  Topic:  

�@chrisallbriJon  

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Megan  Hess  Assistant  Editor,  Mashable  

"The  News,  But  in  Fewer  Words:  The  Rise  of  Visual  Storytelling"  

Session  Topic:  

@mhess4  

MASHABLE: WHO WE ARE

•  40 million monthly uniques •  20 million social followers (Twitter, Facebook, Instagram, etc.) •  7.5 million shares per month – that’s 3 shares per second. •  Our sweet spot: Telling stories in an inherently social way. If you

see people talking about it on Twitter or Facebook, it’s a story we should be telling.

WHERE WE ARE

•  50/50 U.S. and International •  Largest Markets: New York City, San Francisco, Los Angeles,

Chicago, Toronto, London and Southeast Asia.

Or, if you’re a visual learner:

THE SNOWFALL EFFECT: LONGFORM

•  Not adding bells and whistles for the sake of adding bells and whistles

•  38% more time spent with longform pieces than with a story in the regular template on Mashable

•  Our first foray into longform: The Ballad of Kiwi Gardner

•  Picking and choosing worthy subjects and optimizing for mobile

•  The iPhone 6 Review and the iPhone 6 Plus Review

BUILDING A VISUAL NARRATIVE

FIRST AND FOREMOST: ENGAGEMENT

•  Iterate, experiment, fail – then again – with new products •  It’s not just on your website: Building communities on new,

emerging platforms and integrating them into stories

IT’S NOT JUST FOR STORIES ABOUT CUTE CATS

•  Maps, charts and graphs to more clearly paint a narrative in Gaza or Ukraine, or pulling Instagrams from the ground during the World Cup in Brazil

•  Or using Vine videos to illustrate global warming or the path of a hurricane’s destruction.

At the end of day, it comes down to: How can you best tell your story so

that people not only read it, but share it and come back for more?

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Brendan  Lewis  Director  of  Communica(ons,  Foursquare  

Session  Topic:  

Laura  Covington  Communica(ons  Manager,  Foursquare  

Interviewed  by  Steven  BarreJ,  Editor  in  Chief,  PR  Week  

�@BPLewis�    

@lpc  

"How  to  Manage  Communica(ons  in  a  State  of  Constant  Change"  

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Sandra  Fathi  President,  Affect  

Closing  Remarks    Thank  you  for  joining  us!  

�@sandrafathi�    

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