Content Creation in a Changing World
Influencing the Influencer
Rich Young
Director, Verizon Media Relations
Richard.j.young@verizon.com
www.policyblog.verizon.com
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
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News Releases vs. Blogs
Changing Roles
• Content Creation in this Evolving World
• Lessons from Hurricane Sandy
• Old tools in the new world order
• New tools vs. Old Toolsbphillips@psych.org
• Our new approach
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
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Media in an Evolving World
• Mainstream Media Rules
• Who are the influencers?
• Bloggers and Online Communities
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
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Why comms folk are so good at engagement
• You are natural storytellers
• Good content and engagement is not salesy
• You get 3rd party objectivity
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
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5 things you can do with your influencers…today
1. Know your influencers
2. Spend time with them according to their level of influence
3. Show respect, recognition
4. Share the content you already produce
5. Use big news to create sustained influence
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
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The News Release in the New Year
• It's all about Blogs
• Traditional News Releases play a role
• A broad based narrative with lots of gadgets
• Tell a story
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
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Verizon Responds
• A look at how Verizon responded to Hurricane Sandy
Link: http://vz.to/UkCehK
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
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Final Thoughts…
• Our changing role
• Don’t forget important audiences
• Driving the agenda
• Defining Roles
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
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