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Public Relations in 2013: How the Industry Has Evolved
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Public Relations in 2013: How the Industry Has Evolved

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With newsroom cutbacks, the unprecedented opportunity for content (visual and text, and audiences moving to social networks for news consumption, PR has changed dramatically. This means that our ...

With newsroom cutbacks, the unprecedented opportunity for content (visual and text, and audiences moving to social networks for news consumption, PR has changed dramatically. This means that our tactics must also change. InkHouse's overview of these changes and our recommendations are outlined here.

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Public Relations in 2013: How the Industry Has Evolved Public Relations in 2013: How the Industry Has Evolved Presentation Transcript

  • CONFIDENTIAL: This presentation contains information that is privileged and/or confidential to Acquia. It is property of InkHouse. Any use, copying, retention, or disclosure to any other person is prohibited. Public Relations in 2013
  • CONFIDENTIAL: This presentation contains information that is privileged and/or confidential to Acquia. It is property of InkHouse. Any use, copying, retention, or disclosure to any other person is prohibited. Today’s PR landscape • Newsroom cutbacks in 2012 put the industry down 30 percent since its peak in 2000 and below 40,000 full-time professional employees for the first time since 1978. • Media properties from Forbes, to TechCrunch, VentureBeat, the Atlantic Monthly, Harvard Business Review, Huffington Post, and Wired (to name a few) all publish contributed content. • 90% of the information transmitted to our brains is visual and we process that content 60,000 times faster than text. • Instagram, the popular photo-sharing app, hit 100 million users earlier this year, and marked 5 million videos within the first 24 hours of debuting the offering. • Almost 25% of those between 18 and 29 rely on social media as their primary source of news. 2 Sources: Pew, Forrester Research, Mashable
  • How PR Has Changed 3
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  • 11 For more, see the full infographic at http://www.inkhouse.net/the-re-imagining-of-pr/
  • BeforeYou Engage with the Press 12
  • CONFIDENTIAL: This presentation contains information that is privileged and/or confidential to Acquia. It is property of InkHouse. Any use, copying, retention, or disclosure to any other person is prohibited. Do your research first • Find out who is covering your topic and why they should care about your product/service/perspective. • Know why your story is important to your target audience and to the broader industry. • The why is the most important piece of your pitch. – What problem are you solving and why does it matter? 13
  • CONFIDENTIAL: This presentation contains information that is privileged and/or confidential to Acquia. It is property of InkHouse. Any use, copying, retention, or disclosure to any other person is prohibited. Then choose your channel • Telephone? It adds humanity, and well, you can have an actual conversation. But: – Call wisely. Know reporters’ deadlines and communications preferences. – And don’t call unless your news is worthy of a call. • Email. It’s is easy to ignore, so make it good. • Social media. It gets tricky. – It is not okay to post pitches in public places: @ messages on Twitter, Facebook walls, and blog comments. 14
  • Dos and Don’ts of Engaging with the Press 15
  • CONFIDENTIAL: This presentation contains information that is privileged and/or confidential to Acquia. It is property of InkHouse. Any use, copying, retention, or disclosure to any other person is prohibited. Write a good pitch • Do: Lead with the news. What, when and are why most important. – Make your subject line good. If it doesn’t work, all is lost in the trash bin. • Do: Write like a person. Marketing brochures need not apply. – Brevity is always best. Use 3-4 sentences, max. 1, if possible. 16
  • CONFIDENTIAL: This presentation contains information that is privileged and/or confidential to Acquia. It is property of InkHouse. Any use, copying, retention, or disclosure to any other person is prohibited. Make it easy to understand • Don’t: Use jargon, acronyms or marketing verbiage. – The average newspaper is written at a third grade reading level. You’ve got 10 seconds to make your point. Make it clear by using plain language. 17
  • CONFIDENTIAL: This presentation contains information that is privileged and/or confidential to Acquia. It is property of InkHouse. Any use, copying, retention, or disclosure to any other person is prohibited. Understand the bar for coverage • Don’t: Pitch blindly. Read the publication and understand its audience first. Then tailor your pitch. – If your company is based in Pennsylvania, don’t pitch it to Mass High Tech (it’s in the name). – Likewise, if you’re pitching an enterprise technology story, the technology reporters at Mashable are not interested (they cover consumer tech). 18
  • CONFIDENTIAL: This presentation contains information that is privileged and/or confidential to Acquia. It is property of InkHouse. Any use, copying, retention, or disclosure to any other person is prohibited. Make the pitch useful • Don’t: Make it hard to find out more. – Hyperlink. Hyperlink. Hyperlink. • Don’t: Make it hard to reach a person to ask questions. – Include your phone number, email address and social handles in all correspondence. • Don’t: Make fact checking hard. – Provide follow-up materials when you say you will after an interview and make your spokesperson available for follow- up questions. 19
  • CONFIDENTIAL: This presentation contains information that is privileged and/or confidential to Acquia. It is property of InkHouse. Any use, copying, retention, or disclosure to any other person is prohibited. Build relationships • Do: Be authentic. Say it with your own words and in your own style. Authenticity trumps perfection every time. • Do: Be honest. Period. – About which other media outlets you’re talking to. – About who is the competition. – And just about anything else they ask. • Do: Be helpful. Always. – As in any relationship, if you only go to the reporter when you need something, it’s not going to be a good one. 20
  • PR is Not Just Media Relations: The Content Opportunity 21
  • CONFIDENTIAL: This presentation contains information that is privileged and/or confidential to Acquia. It is property of InkHouse. Any use, copying, retention, or disclosure to any other person is prohibited. It starts with social content Social content is about how you think, not what you do. When companies "publish promotional information or tired case studies masquerading as thought leadership, results fall flat.” – Forrester Research 22
  • CONFIDENTIAL: This presentation contains information that is privileged and/or confidential to Acquia. It is property of InkHouse. Any use, copying, retention, or disclosure to any other person is prohibited. Make your POV the center • Start with your point of view • Your product or service offerings are the proof of how you think 23
  • CONFIDENTIAL: This presentation contains information that is privileged and/or confidential to Acquia. It is property of InkHouse. Any use, copying, retention, or disclosure to any other person is prohibited. Create a home for your POV • Your blog. Why? – Company websites that have blogs get 55% more traffic than those that don’t. – When making decisions about what to buy, consumers rank blogs as the third most influential digital resource (31%) behind retail sites (56%) and brand sites (34%). – B2B companies that blog get 67% more leads than those that don’t. – It drives your audience to your site and supports your social media channels. 24 Sources: Technorati, HubSpot
  • CONFIDENTIAL: This presentation contains information that is privileged and/or confidential to Acquia. It is property of InkHouse. Any use, copying, retention, or disclosure to any other person is prohibited. Don’t wait for them to come to you 25
  • CONFIDENTIAL: This presentation contains information that is privileged and/or confidential to Acquia. It is property of InkHouse. Any use, copying, retention, or disclosure to any other person is prohibited. Resources: PR & media relations • For PR and Media, Relationships Still Matter – http://www.bulldogreporter.com/dailydog/article/for-pr-and-media- relationships-still-matter • The Re-imagining of PR (infographic) – http://www.inkhouse.net/the-re-imagining-of-pr/ • When it Comes to PR: Less Product, More POV, Please – http://www.inkhouse.net/when-it-comes-to-pr-less-product-more-pov- please/ • Do Journalists Care About the Art of the Pitch? – http://www.inkhouse.net/do-journalists-care-about-the-art-of-the-pitch/ • Does a Startup Need a PR firm? – http://www.inkhouse.net/does-a-startup-need-a-pr-firm/ • The In-person Media Tour is Dead – http://www.inkhouse.net/the-in-person-media-tour-is-dead/ 26
  • CONFIDENTIAL: This presentation contains information that is privileged and/or confidential to Acquia. It is property of InkHouse. Any use, copying, retention, or disclosure to any other person is prohibited. Resources: content • The Opportunity for PR in the State of the News Media – http://www.inkhouse.net/the-opportunity-for-pr-in-the- state-of-the-news-media/ • Is Blogging Passé?! We Say No Way. – http://www.inkhouse.net/is-blogging-passe-we-say-no- way/ • Why Should People Care about Your Viewpoint? – http://www.inkhouse.net/why-should-people-care-about- your-viewpoint/ 27