Prudential’s Online NewsroomPrudential’s Online Newsroom

Lisa IuratoLisa IuratoDirector, Digital Media TeamDirector, Digital Media Team

Global CommunicationsGlobal Communications

June 7, 2011June 7, 2011

About Prudential Financial, Inc. About Prudential Financial, Inc.

• Prudential Financial companies serve about Prudential Financial companies serve about 50 million individual 50 million individual and institutional customers* and institutional customers* worldwide. The businesses offer a worldwide. The businesses offer a variety of products and services, including life insurance, mutual variety of products and services, including life insurance, mutual funds, annuities, pension and retirement-related services and funds, annuities, pension and retirement-related services and administration, asset management, banking and trust services, real administration, asset management, banking and trust services, real estate brokerage franchises, and relocation servicesestate brokerage franchises, and relocation services

• The Prudential Insurance Company of America is The Prudential Insurance Company of America is one of the largest one of the largest life insurance companies life insurance companies in the U.S. in the U.S.

• We have been in business for We have been in business for 135 years, 135 years, headquartered in Newark, headquartered in Newark, NJNJ

• We have more than We have more than 41,000 employees 41,000 employees worldwide*worldwide*

• Prudential’s diverse businesses operate in Prudential’s diverse businesses operate in 37 countries and 37 countries and territories territories

* As of 12/30/10* As of 12/30/10

Goals of Online NewsroomGoals of Online Newsroom

• Launched in April 2008 to provide journalists, Launched in April 2008 to provide journalists, bloggers and consumers with bloggers and consumers with helpful information helpful information about the company and personal finance about the company and personal finance

• We wanted to We wanted to “tell our own story” “tell our own story” not only with not only with traditional news releases but also by posting traditional news releases but also by posting feature stories on company news and market feature stories on company news and market commentary by subject matter expertscommentary by subject matter experts

• Increase our exposure online (Increase our exposure online (clickable hitsclickable hits) and ) and enable news releases to be easily searched from enable news releases to be easily searched from our own webpageour own webpage

Goals of Online NewsroomGoals of Online Newsroom

• Include Include multimedia multimedia files, such as company photos, files, such as company photos, audio podcasts and video content audio podcasts and video content

• Provide journalists with Provide journalists with contact information contact information to to reach account executives on their specific beats reach account executives on their specific beats

• Offer a calendar for Offer a calendar for upcoming events upcoming events and include and include an online location where attendees can receive an online location where attendees can receive information pre- and post-event information pre- and post-event

• Respond to survey results on what media want Respond to survey results on what media want from a company newsroomfrom a company newsroom

Prudential’s Online NewsroomPrudential’s Online Newsroom

Prudential’s Online NewsroomPrudential’s Online Newsroom

Prudential’s Online NewsroomPrudential’s Online Newsroom

Prudential’s Online NewsroomPrudential’s Online Newsroom

Prudential’s Online NewsroomPrudential’s Online Newsroom

Prudential’s Online NewsroomPrudential’s Online Newsroom

Prudential’s Online NewsroomPrudential’s Online Newsroom

Feature StoriesFeature Stories

Feature StoriesFeature Stories

Subject Matter Expert Feature StoriesSubject Matter Expert Feature Stories

Experts ready to commentExperts ready to comment

ResultResult

Results Results

• On averageOn average10,00010,000 to to 12,00012,000 unique visitors unique visitors click on our newsroom a monthclick on our newsroom a month • Compared to 2010, visitors Compared to 2010, visitors view more pagesview more pages on on our newsroom (about a 10% increase)our newsroom (about a 10% increase)

• Our feature stories (specifically our Our feature stories (specifically our Subject Subject Matter Expert Matter Expert features) are routinely picked up features) are routinely picked up by Bloomberg’s wire service and Google by Bloomberg’s wire service and Google searches searches

Suggestions for a successful newsroomSuggestions for a successful newsroom

• Understand your audience Understand your audience and provide information and provide information that can be useful to them (online media kits, contact that can be useful to them (online media kits, contact information, searchable news releases)information, searchable news releases)

• Keep content flowing Keep content flowing by keeping a story calendar and by keeping a story calendar and an editorial team that can generate items of interest an editorial team that can generate items of interest

• Be flexible Be flexible – the online newsroom can be a great – the online newsroom can be a great source for company information when necessarysource for company information when necessary

• Measure your results Measure your results and keep adjusting the site to and keep adjusting the site to make it more responsive to needsmake it more responsive to needs

What we did “differently”What we did “differently”

• We had the experience of our We had the experience of our internal communication internal communication portals. portals. This helped us design the newsroom for an This helped us design the newsroom for an external audience external audience

• We tested the website with We tested the website with external experts external experts in social in social media and journalism for their “take” on the sitemedia and journalism for their “take” on the site

• We keep updating the newsroom to make it more We keep updating the newsroom to make it more vibrantvibrant and and engaging. engaging. We also add new We also add new technology, technology, as it makes sense as it makes sense

Questions?Questions?

For more information, visit our newsroom:For more information, visit our newsroom:

www.news.prudential.comwww.news.prudential.com