Building a PR Campaign for the Digital World


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451 Marketing workshop presentation delivered on 2/3/2011. Presentation details the stated of today's media, digital public relations tools, steps for building an integrated campaign, and several case studies.

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  • Source: Arbitron, Audit Bureau of Circulations, comScore Media Metrix, Nielsen Media
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  • Box + #1!
  • 28,000 views in 6 days!! Today…
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  • CAN YOU REWORK THESE TO BE HORIZONTAL? 2008 Q4 was one of their best for new business engagements Over 2 million in business during December and January On average 15-30 leads coming in through website each month
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  • Building a PR Campaign for the Digital World

    1. 1. Building a Public Relations Campaign for Today’s Digital World
    2. 2. The Early Days of Public Relations
    3. 3. Traditional PR Tactics <ul><li>Control the Message, Press Releases </li></ul><ul><li>Create and Distribute Press Kits </li></ul><ul><li>Media Relations </li></ul><ul><li>Develop Hooks/Angles </li></ul><ul><li>Support/Leverage Events </li></ul><ul><li>Broadcast News </li></ul><ul><li>Crisis Management </li></ul><ul><li>Community Relations </li></ul>
    4. 5. 75% of all US Web users receive or find News online. That’s 199,500,000! Pew’s “Generations Online 2010” Report
    5. 6. Newspaper circulation is down 7 million over the last 25 years ??
    6. 7. The Changing Media Landscape Source: Arbitron, Audit Bureau of Circulations, comScore Media Metrix, Nielsen Media
    7. 8. Media Consumption Percentage of news and information US consumers receive from media each month.
    8. 10. Building Your Digital PR Toolbox
    9. 13. #1 Position!
    10. 14. KeywordTool External
    11. 16. Profnet/HARO Slide
    12. 18. <ul><li>SEO/PR = Innovative approach that combines Public Relations with Search Engine Optimization generating more sales leads and publicity through crafting/optimizing press releases and e-zine newsletters. </li></ul><ul><li>Additional Benefits Include: </li></ul><ul><ul><li>Your website’s rankings </li></ul></ul><ul><ul><li>The number of referrals from search engines </li></ul></ul><ul><ul><li>Increased qualified prospects/clients </li></ul></ul>WHAT IS SEO/PR?
    13. 19. The Importance of SEO/PR 76,632 Searches 31,260 Searches 141,360 Searches
    14. 20. Whoosh Announces New International Website Reuters, NYC – 5 days ago ,,,Whoosh today announced a new Website developed by legendary Web-build firm Molecular out of Watertown, Massachusetts. “The capabilities impressed us…” Proclaimed Whoosh CEO, Suzanna Banana Fashion World Excited By New Designer’s AMAZING Web Site Vogue – 3 hours ago “ This site carries an extraordinary range of designer women’s clothes and running shoes. We were delighted with the ease of navigation and the shopping cart functionality of this site. The free shipping and overnight options were particularly desirable. If there were shortcomings in the site, they were not immediately evident to this reporter… Press coverage sometimes show up in the natural search results, too. Whoosh Launches E-Commerce Site – BusinessWeek – 1 days ago Whoosh site a hit with women – Vogue – 3 hours ago
    15. 22. #1 Position!
    16. 23. Vitale Caturano Shareholder William Kracunas Named To Boston Business Journal’s 40 Under 40 List 6 days: 28,712 Impressions!
    17. 26. Online Surveys
    18. 28. Newswire Services
    19. 31. 1 Find your customers
    20. 32. 2 Listen to them
    21. 33. 3 Identify influencers
    22. 34. 4 Craft messages
    23. 35. 5 Utilize search + social
    24. 37. 6 Create content
    25. 38. 7
    26. 41. <ul><li>Contest Results </li></ul><ul><li>5 million+ page views in 10 days </li></ul><ul><li>17,000+ entries </li></ul><ul><li>Facebook fans increased 20% </li></ul><ul><li>5,000+ unique visitors to </li></ul>
    27. 43. Holiday Social Campaign <ul><li>Followers 3,434 </li></ul><ul><li>Followers 23,896 </li></ul><ul><li>Followers 25,780 </li></ul><ul><li>Followers 2,409 </li></ul><ul><li>Followers 34,928 </li></ul><ul><li>Followers 17,051 </li></ul><ul><li>Followers 48,652 </li></ul><ul><li>Followers 15,117 </li></ul>
    28. 44. This resulted in a maximum reach of 2.5+ million impressions on twitter!
    29. 45. 81 Targeted Blogs +
    30. 46. <ul><li>Campaign generated… </li></ul><ul><li>$175,000 + </li></ul><ul><li>2 months! </li></ul>
    31. 47. Caturano and Company Case Study
    32. 48. Call To Action
    33. 49. Media Coverage Received <ul><li>InfoWorld – November 20, 2008:“Tech Bottomline” column by Bill Snyder (article featured Robert Kish, vice president) </li></ul><ul><li>The Boston Globe – November 21, 2008 “Business loans still flowing” by Ross Kerber (article featured Jeff Korzenik, vice president) </li></ul><ul><li>The Boston Business Journal – December 19, 2008 “How to: choose a computer network system consultant,” by Keith Regan (article featured Robert Kish, vice president) </li></ul><ul><li>Mass High Tech - January 23, 2009 Announcement on Vitale Caturano’s Sharepoint “Focus Series” event.   </li></ul><ul><li> – February 4, 2009 “The Tax Code Encourages Big Wall Street Bonuses” Opinion Piece By Jeff Korzenik </li></ul>
    34. 50. Media Coverage Received <ul><li>New York - February 4, 2009 “Economix” column by Catherine Rampell “The Tax Code Encourages Big Wall Street Bonuses” reprinted Opinion Piece By Jeff Korzenik </li></ul><ul><li>Risk Management – March 1, 2009 “Recipe for Disaster” By Lori Widmer </li></ul><ul><li>BusinessWeek Small Business’ “The Digital Manager” column - Bob Kish was interviewed for a column about how small business can make the best use of IT </li></ul><ul><li>Data Center Management Magazine - Diego Rosenfeld was interviewed for an article on a Green IT Initiatives story </li></ul><ul><li>The - Jeff Korzenik interviewed about the history of Wall Street </li></ul><ul><li>InfoWorld – Diego Rosenfeld was interviewed by Contributing Reporter John Edwards’ Editorial Assistant, Eve Kaiser, for a piece on the outsourcing of IT government risk and compliance services (GCR). Diego also put Kaiser in touch with one of his clients for additional insights </li></ul>
    35. 51. Campaign Results <ul><li>Over $2m during December and January </li></ul><ul><li>2008 Q4 was one of their best for new business engagements </li></ul><ul><li>Average 15-30 leads/month via website </li></ul><ul><li>1 st page search results for 20+ keywords </li></ul><ul><li>Over 8,000 visitors per month (almost doubled!) </li></ul><ul><li>All goals/targets achieved </li></ul><ul><li>Boston Globe, New York Times, Forbes </li></ul>
    36. 52. Our actions resulted in $650,000!
    37. 53. 451 Marketing Founded 2004 20 FTE’s, Boston + Chicago PR + Social Media + Search
    38. 54. We work with and build great brands:
    39. 55. AJ Gerritson, Partner 451 Marketing 21 School Street, 3 rd Floor Boston, MA 02108 617-259-1605 x 204 @AJGerritson