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Cision Webinar Slides - No News? No Problem.

Cision Webinar Slides - No News? No Problem.






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  • Heidi
  • Story Cycle: Curating Content - Share your story with other stories, comment on similar posts, aggregate a blog post or roundup of news on the topic
  • Heidi
  • Heidi
  • Heidi
  • Heidi
  • Heidi
  • What’s this look like in practice? Leap2 – app in KC. Not quite ready to focus on product, but wanted to build momentum through PR.KC – first fiber city. LOTS of media coverage. We wanted to use that to introduce Leap2 to the media and tech community.
  • Homes for Hackers – put a face on the concept of fiber accelerating KC’s startup community

Cision Webinar Slides - No News? No Problem. Cision Webinar Slides - No News? No Problem. Presentation Transcript

  • No ? No Problem.Maintaining Great Media Coverage Year- Round – Even During Dry Times
  • How to Participate Today  During today’s web seminar, attendees will be in listen- only mode.  If you are experiencing audio issues, please contact: GoToWebinar: 1-800-263-6317  Submit text questions Q&A addressed at the end of today’s session  Everyone will receive an email within 24 hours with a link to view a recorded version of today’s session22
  • Your Presenters Heather Whaling Heidi Sullivan President Senior Vice President, Digital Geben Communication Content Cision @prtini| prTini.com @hksully Co-moderator, #pr20chat33
  • Need heading here??? Peak & Valley PR • Maximize the peaks • Minimize the valleys • Goal: Sustained coveragelaunch or funding major product update Sustain coverage to minimize valley44
  • What We’ll Cover• Uncovering the Next Amazing Story• Newsjacking• User-Generated Content• Thought-Leadership• Creating a great editorial calendar
  • Trendspotting Old PR: Monitor newspapers, magazines to find story hooks to piggyback Problem: Stories are already dated New Solution: Keyword searches on Twitter to uncover emerging trends66
  • Small business + innovation #SmBiz + innovation77
  • tweetable tip:Create Twitter keyword searches to ID new pitching opps #Cision 8 8
  • The ABCDs of PR99
  • Timely infographics Mashable, Yahoo! Sports, ESPN.com Increased traffic 360% 50+ viable leads Opened new doors in sports vertical 10 10
  • Twitter “stalking”  Tip: Create Twitter lists to track key reporters  Better targeting  Access to reporters before, during and after the pitching processtweetable tip:Monitor reporters to spot timely media opportunities #Cision 11 11
  • Overcoming writer’sblock1212
  • #WorkHacks #WorkHacks:* Feedly (app) BufferApp.com Delicious.com Ifttt.com*Shamelessly stealing this phrase from @PRSarahEvans 13 13
  • Curation: Round up news fromaround the web
  • Think like a journalist1515
  • Answerquestions Share tips
  • What Kinds of Content?
  • DeliveringHelpful Content
  • DeliveringFUN Content
  • User-Generated Content American Express Open Forum1M+ Unique Visitors & Over-Delivered on Revenue Targets through Guest Posts & UGC2020
  • newsjacking Challenge: Build momentum for a company before a major product launch Our plan: • Hijack Google Fiber in KC • Differentiate from Silicon Valley startups • Establish pre-launch credibility2121
  • Homes for Hackers2222
  • Local/National Trends2323
  • Starters to Identify Topics What topics are people in our industry talking about? What topics are bloggers/media covering and can we offer a fresh perspective? What emerging trends might we fit into? What unique experiences or expertise would pique people’s interest? What do we want customers/prospects talking about in 6 months?2424
  • 2525
  • Creating an editorial calendar2626
  • No ? No Problem.QUESTIONS?