Bringing it all together for PR + Social Media Success PR 2.0

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This presentation was shared at the PR+Social Media Summit at UW-Whitewater on October 14, 2009. The contents of this presentation shares how business, organizations and non-profits can leverage …

This presentation was shared at the PR+Social Media Summit at UW-Whitewater on October 14, 2009. The contents of this presentation shares how business, organizations and non-profits can leverage social media in their pr activities. An interesting part of the content includes the differences and similarities of traditional pr and new social pr. Some of the main advances in pr 2.0 is the inclusion of during- and post-event content and information sharing.

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  • 1. + pr 1
  • 2. Bringing it all together for PR+Social Media Success comet marketing + public relations evolved
  • 3. LEADERSHIP | comet marketing + public relations evolved
  • 4. LEADERSHIP | Sara Meaney partner | left brain 14 years of client and agency side experience in branding, marketing, PR + social media. @SaraMeaney comet marketing + public relations evolved
  • 5. LEADERSHIP | Sara Meaney partner | left brain 14 years of client and agency side experience in branding, marketing, PR + social media. @SaraMeaney Al Krueger founder | partner | right brain 10 years of client and agency side experience in branding, marketing, PR + social media. @AlKrueger comet marketing + public relations evolved
  • 6. LEADERSHIP | Sara Meaney partner | left brain 14 years of client and agency side experience in branding, marketing, PR + social media. @SaraMeaney Branding, Marketing + Public Relations in Traditional + Social Media Al Krueger founder | partner | right brain 10 years of client and agency side experience in branding, marketing, PR + social media. @AlKrueger comet marketing + public relations evolved
  • 7. OBJECTIVES | comet marketing + public relations evolved
  • 8. OBJECTIVES | • Combine a traditional approach to PR with Social Media activities. comet marketing + public relations evolved
  • 9. OBJECTIVES | • Combine a traditional approach to PR with Social Media activities. • Social media can bolster PR. comet marketing + public relations evolved
  • 10. OBJECTIVES | • Combine a traditional approach to PR with Social Media activities. • Social media can bolster PR. • 10 PR skills of tomorrow that are needed today. comet marketing + public relations evolved
  • 11. OBJECTIVES | • Combine a traditional approach to PR with Social Media activities. • Social media can bolster PR. • 10 PR skills of tomorrow that are needed today. • Social media tools and tips that can help you kick butt in PR. comet marketing + public relations evolved
  • 12. comet marketing + public relations evolved
  • 13. A Realist's Guide to the Most Successful Social Strategies comet marketing + public relations evolved
  • 14. A Realist's Guide to the HOW PERSONAL AND Most Successful PROFESSIONAL Social Strategies BRANDS COLLIDE IN SOCIAL MEDIA comet marketing + public relations evolved
  • 15. A Realist's Guide to the HOW PERSONAL AND Most Successful PROFESSIONAL Social Strategies BRANDS COLLIDE IN SOCIAL MEDIA Selling Your Boss + Selling Your Client, Views points from healthcare, education and agencies comet marketing + public relations evolved
  • 16. Blogging to Success: A Manpower International Case Study A Realist's Guide to the HOW PERSONAL AND Most Successful PROFESSIONAL Social Strategies BRANDS COLLIDE IN SOCIAL MEDIA Selling Your Boss + Selling Your Client, Views points from healthcare, education and agencies comet marketing + public relations evolved
  • 17. Blogging to Success: A Manpower International Case Study A Realist's Guide to the HOW PERSONAL AND Most Successful PROFESSIONAL Social Strategies BRANDS COLLIDE IN SOCIAL MEDIA Research + Distribution + Measurability for PR in Social Media Selling Your Boss + Selling Your Client, Views points from healthcare, education and agencies comet marketing + public relations evolved
  • 18. Bringing it all together for PR + Social Media Blogging to Success: Success A Manpower International Case Study A Realist's Guide to the HOW PERSONAL AND Most Successful PROFESSIONAL Social Strategies BRANDS COLLIDE IN SOCIAL MEDIA Research + Distribution + Measurability for PR in Social Media Selling Your Boss + Selling Your Client, Views points from healthcare, education and agencies comet marketing + public relations evolved
  • 19. Bringing it all together for PR + Social Media Blogging to Success: Success A Manpower International Case Study A Realist's Guide to the HOW PERSONAL AND Most Successful PROFESSIONAL Social Strategies BRANDS COLLIDE IN SOCIAL MEDIA Research + Distribution + Measurability for PR in Social Media Selling Your Boss + Selling Your Client, Views points from healthcare, education and agencies Government Agencies - Leveraging Social Media Innovations for Success. comet marketing + public relations evolved
  • 20. Bringing it all together for PR + Social Media Blogging to Success: Success A Manpower International Case Study How Social Media is Impacting Job Search A Realist's Guide to the HOW PERSONAL AND Most Successful PROFESSIONAL Social Strategies BRANDS COLLIDE IN SOCIAL MEDIA Research + Distribution + Measurability for PR in Social Media Selling Your Boss + Selling Your Client, Views points from healthcare, education and agencies Government Agencies - Leveraging Social Media Innovations for Success. comet marketing + public relations evolved
  • 21. Bringing it all together for PR + Social Media Blogging to Success: Success A Manpower International Case Study K-Mart’s Social Media Experience and (Mommy) Blogger Relations How Social Media is Impacting Job Search A Realist's Guide to the HOW PERSONAL AND Most Successful PROFESSIONAL Social Strategies BRANDS COLLIDE IN SOCIAL MEDIA Research + Distribution + Measurability for PR in Social Media Selling Your Boss + Selling Your Client, Views points from healthcare, education and agencies Government Agencies - Leveraging Social Media Innovations for Success. comet marketing + public relations evolved
  • 22. Bringing it all together for PR + Social Media Blogging to Success: Success A Manpower International Case Study K-Mart’s Social Media Experience and (Mommy) Blogger Relations How Social Media is Impacting Job Search A Realist's Guide to the HOW PERSONAL AND Most Successful PROFESSIONAL Social Strategies BRANDS COLLIDE IN SOCIAL MEDIA Research + Distribution + Measurability for PR in Social Media Selling Your Boss + Selling Your Client, Views points from healthcare, education and agencies Government Agencies - Leveraging Social Media The Importance of Conversion + SEO in PR2.0 and Social Media Innovations for Success. comet marketing + public relations evolved
  • 23. Bringing it all together for PR + Social Media Blogging to Success: Success A Manpower International Case Study K-Mart’s Social Media Experience and (Mommy) Blogger Relations How Social Media is Impacting Job Search A Realist's Guide to the HOW PERSONAL AND Most Successful PROFESSIONAL Social Strategies BRANDS How Harley is Revving up Engagement with COLLIDE IN SOCIAL Social Media MEDIA Research + Distribution + Measurability for PR in Social Media Selling Your Boss + Selling Your Client, Views points from healthcare, education and agencies Government Agencies - Leveraging Social Media The Importance of Conversion + SEO in PR2.0 and Social Media Innovations for Success. comet marketing + public relations evolved
  • 24. Bringing it all together for PR + Social Media Blogging to Success: Success A Manpower International Case Study K-Mart’s Social Media Experience and (Mommy) Blogger Relations How Social Media is Impacting Job Search A Realist's Guide to the HOW PERSONAL AND Most Successful PROFESSIONAL Social Strategies BRANDS How Harley is Revving up Engagement with COLLIDE IN SOCIAL Social Media MEDIA Nuts about Southwest - Leading Research + Distribution + Measurability for PR in Social the way in Social Media Media Innovation Selling Your Boss + Selling Your Client, Views points from healthcare, education and agencies Government Agencies - Leveraging Social Media The Importance of Conversion + SEO in PR2.0 and Social Media Innovations for Success. comet marketing + public relations evolved
  • 25. WHAT IS | PUBLIC RELATIONS | comet marketing + public relations evolved
  • 26. WHAT IS | PUBLIC RELATIONS | • PR is the practice of managing the communication between an organization and its publics. comet marketing + public relations evolved
  • 27. WHAT IS | PUBLIC RELATIONS | • PR is the practice of managing the communication between an organization and its publics. • PR = “earned media” comet marketing + public relations evolved
  • 28. WHAT IS | PUBLIC RELATIONS | • PR is the practice of managing the communication between an organization and its publics. • PR = “earned media” • PR results in 3rd party credibility comet marketing + public relations evolved
  • 29. WHAT IS | PUBLIC RELATIONS | comet marketing + public relations evolved
  • 30. WHAT IS | PUBLIC RELATIONS | Almost any organization that has a stake in how it is portrayed in the public arena employs some level of public relations. comet marketing + public relations evolved
  • 31. WHAT IS | PUBLIC RELATIONS | Almost any organization that has a stake in how it is portrayed in the public arena employs some level of public relations. comet marketing + public relations evolved
  • 32. WHAT IS | SOCIAL MEDIA? | comet marketing + public relations evolved
  • 33. WHAT IS | SOCIAL MEDIA? | • Content created by people using highly accessible and scalable publishing technologies. comet marketing + public relations evolved
  • 34. WHAT IS | SOCIAL MEDIA? | • Content created by people using highly accessible and scalable publishing technologies. • A shift in how people discover, read and share news, information and content. comet marketing + public relations evolved
  • 35. WHAT IS | SOCIAL MEDIA? | • Content created by people using highly accessible and scalable publishing technologies. • A shift in how people discover, read and share news, information and content. • A fusion of sociology and technology. comet marketing + public relations evolved
  • 36. WHAT IS | SOCIAL MEDIA? | comet marketing + public relations evolved
  • 37. WHAT IS | SOCIAL MEDIA? | • A shift from monologues to dialogues and conversations. comet marketing + public relations evolved
  • 38. WHAT IS | SOCIAL MEDIA? | • A shift from monologues to dialogues and conversations. • People change from content readers into publishers and sharers. comet marketing + public relations evolved
  • 39. WHAT IS | SOCIAL MEDIA? | • A shift from monologues to dialogues and conversations. • People change from content readers into publishers and sharers. • Allows people to connect in the online world to form both personal and business relationships. comet marketing + public relations evolved
  • 40. WHAT IS | SOCIAL MEDIA? | • A shift from monologues to dialogues and conversations. • People change from content readers into publishers and sharers. • Allows people to connect in the online world to form both personal and business relationships. • Enables brand-to-person, person-to-person, person-to-brand and brand-to-brand connections. comet marketing + public relations evolved
  • 41. WHAT IS | SOCIAL MEDIA’S IMPACT ON PR ? | comet marketing + public relations evolved
  • 42. WHAT IS | SOCIAL MEDIA’S IMPACT ON PR ? | User-generated content has flipped traditional PR and media on its head, leaving many communications professionals an journalists dazed and confused. comet marketing + public relations evolved
  • 43. WHAT IS | SOCIAL MEDIA’S IMPACT ON PR ? | User-generated content has flipped traditional PR and media on its head, leaving many communications professionals an journalists dazed and confused. *Putting the Public Back in Public Relations comet marketing + public relations evolved
  • 44. WHAT IS | SOCIAL MEDIA’S IMPACT ON PR ? | User-generated content has flipped traditional PR and media on its head, leaving many communications professionals an journalists dazed and confused. *Putting the Public Back in Public Relations comet marketing + public relations evolved
  • 45. WHAT IS | SOCIAL MEDIA’S IMPACT ON PR ? | comet marketing + public relations evolved
  • 46. WHAT IS | SOCIAL MEDIA’S IMPACT ON PR ? | comet marketing + public relations evolved
  • 47. WHAT IS | SOCIAL MEDIA’S IMPACT ON PR ? | Social Media and Web 2.0 are altering the entire media landscape, placing the power of influence in the hands of regular people... comet marketing + public relations evolved
  • 48. WHAT IS | SOCIAL MEDIA’S IMPACT ON PR ? | Social Media and Web 2.0 are altering the entire media landscape, placing the power of influence in the hands of regular people... *Putting the Public Back in Public Relations comet marketing + public relations evolved
  • 49. WHAT IS | SOCIAL MEDIA’S IMPACT ON PR ? | Social Media and Web 2.0 are altering the entire media landscape, placing the power of influence in the hands of regular people... *Putting the Public Back in Public Relations comet marketing + public relations evolved
  • 50. WHAT IS | SOCIAL MEDIA POWER ? | comet marketing + public relations evolved
  • 51. WHAT IS | SOCIAL MEDIA POWER ? | People want to be treated like people. comet marketing + public relations evolved
  • 52. PR vs. PR 2.0 | Elements | comet marketing + public relations evolved
  • 53. PR vs. PR 2.0 | Elements | TRADITIONAL PR (one-way) comet marketing + public relations evolved
  • 54. PR vs. PR 2.0 | Elements | TRADITIONAL PR (one-way) PR 2.0 (two-way) comet marketing + public relations evolved
  • 55. PR vs. PR 2.0 | Elements | TRADITIONAL PR (one-way) PR 2.0 (two-way) ‣ news release comet marketing + public relations evolved
  • 56. PR vs. PR 2.0 | Elements | TRADITIONAL PR (one-way) PR 2.0 (two-way) ‣ news release ‣ social media news release comet marketing + public relations evolved
  • 57. PR vs. PR 2.0 | Elements | TRADITIONAL PR (one-way) PR 2.0 (two-way) ‣ news release ‣ social media news release ‣ media relations comet marketing + public relations evolved
  • 58. PR vs. PR 2.0 | Elements | TRADITIONAL PR (one-way) PR 2.0 (two-way) ‣ news release ‣ social media news release ‣ media relations ‣ video news release comet marketing + public relations evolved
  • 59. PR vs. PR 2.0 | Elements | TRADITIONAL PR (one-way) PR 2.0 (two-way) ‣ news release ‣ social media news release ‣ media relations ‣ video news release ‣ the wire comet marketing + public relations evolved
  • 60. PR vs. PR 2.0 | Elements | TRADITIONAL PR (one-way) PR 2.0 (two-way) ‣ news release ‣ social media news release ‣ media relations ‣ video news release ‣ the wire ‣ the web comet marketing + public relations evolved
  • 61. PR vs. PR 2.0 | Elements | TRADITIONAL PR (one-way) PR 2.0 (two-way) ‣ news release ‣ social media news release ‣ media relations ‣ video news release ‣ the wire ‣ the web ‣ events comet marketing + public relations evolved
  • 62. PR vs. PR 2.0 | Elements | TRADITIONAL PR (one-way) PR 2.0 (two-way) ‣ news release ‣ social media news release ‣ media relations ‣ video news release ‣ the wire ‣ the web ‣ events ‣ live streaming comet marketing + public relations evolved
  • 63. PR vs. PR 2.0 | Characteristics | comet marketing + public relations evolved
  • 64. PR vs. PR 2.0 | Characteristics | TRADITIONAL PR comet marketing + public relations evolved
  • 65. PR vs. PR 2.0 | Characteristics | TRADITIONAL PR PR 2.0 comet marketing + public relations evolved
  • 66. PR vs. PR 2.0 | Characteristics | TRADITIONAL PR PR 2.0 ‣ one to many / shotgun comet marketing + public relations evolved
  • 67. PR vs. PR 2.0 | Characteristics | TRADITIONAL PR PR 2.0 ‣ one to many / shotgun ‣ one to one / intimate comet marketing + public relations evolved
  • 68. PR vs. PR 2.0 | Characteristics | TRADITIONAL PR PR 2.0 ‣ one to many / shotgun ‣ one to one / intimate ‣ scheduled comet marketing + public relations evolved
  • 69. PR vs. PR 2.0 | Characteristics | TRADITIONAL PR PR 2.0 ‣ one to many / shotgun ‣ one to one / intimate ‣ scheduled ‣ always-on comet marketing + public relations evolved
  • 70. PR vs. PR 2.0 | Characteristics | TRADITIONAL PR PR 2.0 ‣ one to many / shotgun ‣ one to one / intimate ‣ scheduled ‣ always-on ‣ manageable pace comet marketing + public relations evolved
  • 71. PR vs. PR 2.0 | Characteristics | TRADITIONAL PR PR 2.0 ‣ one to many / shotgun ‣ one to one / intimate ‣ scheduled ‣ always-on ‣ manageable pace ‣ hyper-warp speed comet marketing + public relations evolved
  • 72. PR vs. PR 2.0 | Characteristics | TRADITIONAL PR PR 2.0 ‣ one to many / shotgun ‣ one to one / intimate ‣ scheduled ‣ always-on ‣ manageable pace ‣ hyper-warp speed ‣ structure comet marketing + public relations evolved
  • 73. PR vs. PR 2.0 | Characteristics | TRADITIONAL PR PR 2.0 ‣ one to many / shotgun ‣ one to one / intimate ‣ scheduled ‣ always-on ‣ manageable pace ‣ hyper-warp speed ‣ structure ‣ open comet marketing + public relations evolved
  • 74. PR vs. PR 2.0 | Characteristics | TRADITIONAL PR PR 2.0 ‣ one to many / shotgun ‣ one to one / intimate ‣ scheduled ‣ always-on ‣ manageable pace ‣ hyper-warp speed ‣ structure ‣ open ‣ broadcast comet marketing + public relations evolved
  • 75. PR vs. PR 2.0 | Characteristics | TRADITIONAL PR PR 2.0 ‣ one to many / shotgun ‣ one to one / intimate ‣ scheduled ‣ always-on ‣ manageable pace ‣ hyper-warp speed ‣ structure ‣ open ‣ broadcast ‣ conversations comet marketing + public relations evolved
  • 76. PR vs. PR 2.0 | Characteristics | TRADITIONAL PR PR 2.0 ‣ one to many / shotgun ‣ one to one / intimate ‣ scheduled ‣ always-on ‣ manageable pace ‣ hyper-warp speed ‣ structure ‣ open ‣ broadcast ‣ conversations ‣ single audience comet marketing + public relations evolved
  • 77. PR vs. PR 2.0 | Characteristics | TRADITIONAL PR PR 2.0 ‣ one to many / shotgun ‣ one to one / intimate ‣ scheduled ‣ always-on ‣ manageable pace ‣ hyper-warp speed ‣ structure ‣ open ‣ broadcast ‣ conversations ‣ single audience ‣ peer-to-peer comet marketing + public relations evolved
  • 78. PR vs. PR 2.0 | Characteristics | TRADITIONAL PR PR 2.0 ‣ one to many / shotgun ‣ one to one / intimate ‣ scheduled ‣ always-on ‣ manageable pace ‣ hyper-warp speed ‣ structure ‣ open ‣ broadcast ‣ conversations ‣ single audience ‣ peer-to-peer ‣ one voice comet marketing + public relations evolved
  • 79. PR vs. PR 2.0 | Characteristics | TRADITIONAL PR PR 2.0 ‣ one to many / shotgun ‣ one to one / intimate ‣ scheduled ‣ always-on ‣ manageable pace ‣ hyper-warp speed ‣ structure ‣ open ‣ broadcast ‣ conversations ‣ single audience ‣ peer-to-peer ‣ one voice ‣ multiple voices comet marketing + public relations evolved
  • 80. PR vs. PR 2.0 | Characteristics | TRADITIONAL PR PR 2.0 ‣ one to many / shotgun ‣ one to one / intimate ‣ scheduled ‣ always-on ‣ manageable pace ‣ hyper-warp speed ‣ structure ‣ open ‣ broadcast ‣ conversations ‣ single audience ‣ peer-to-peer ‣ one voice ‣ multiple voices ‣ spin comet marketing + public relations evolved
  • 81. PR vs. PR 2.0 | Characteristics | TRADITIONAL PR PR 2.0 ‣ one to many / shotgun ‣ one to one / intimate ‣ scheduled ‣ always-on ‣ manageable pace ‣ hyper-warp speed ‣ structure ‣ open ‣ broadcast ‣ conversations ‣ single audience ‣ peer-to-peer ‣ one voice ‣ multiple voices ‣ spin ‣ authentic comet marketing + public relations evolved
  • 82. PR + PR 2.0 | HOW ARE THEY SIMILAR ? | PR PR 1.0 2.0 comet marketing + public relations evolved
  • 83. PR + PR 2.0 | HOW ARE THEY SIMILAR ? | storytelling PR PR 1.0 2.0 comet marketing + public relations evolved
  • 84. PR + PR 2.0 | HOW ARE THEY SIMILAR ? | storytelling communications PR PR 1.0 2.0 comet marketing + public relations evolved
  • 85. PR + PR 2.0 | HOW ARE THEY SIMILAR ? | storytelling communications PR relationship development PR 1.0 2.0 comet marketing + public relations evolved
  • 86. PR + PR 2.0 | HOW ARE THEY SIMILAR ? | storytelling communications PR relationship development PR 1.0 finding the right audience 2.0 comet marketing + public relations evolved
  • 87. PR + PR 2.0 | HOW ARE THEY SIMILAR ? | storytelling communications PR relationship development PR 1.0 finding the right audience 2.0 using the proper message comet marketing + public relations evolved
  • 88. PR + PR 2.0 | HOW ARE THEY SIMILAR ? | storytelling communications PR relationship development PR 1.0 finding the right audience 2.0 using the proper message live events comet marketing + public relations evolved
  • 89. PR + PR 2.0 | HOW ARE THEY SIMILAR ? | storytelling communications PR relationship development PR 1.0 finding the right audience 2.0 using the proper message live events comet marketing + public relations evolved
  • 90. PR + PR 2.0 | HOW ARE THEY SIMILAR ? | storytelling communications PR relationship development PR 1.0 finding the right audience 2.0 using the proper message live events comet marketing + public relations evolved
  • 91. PR vs. PR 2.0 | comet marketing + public relations evolved
  • 92. PR vs. PR 2.0 | In today’s version of public relations, companies no longer need to rely on the media to tell their story to their prospective customers. They can do it themselves. comet marketing + public relations evolved
  • 93. PITCH PLANNING | SOCIAL MEDIA comet marketing + public relations evolved
  • 94. PITCH PLANNING | SOCIAL MEDIA • No longer have to rely on tools like Cision, Vocus for everything comet marketing + public relations evolved
  • 95. PITCH PLANNING | SOCIAL MEDIA • No longer have to rely on tools like Cision, Vocus for everything • Deeper research is possible, more tools, more resources comet marketing + public relations evolved
  • 96. PITCH PLANNING | SOCIAL MEDIA • No longer have to rely on tools like Cision, Vocus for everything • Deeper research is possible, more tools, more resources • Opportunities to build relationships through personal connections, interests comet marketing + public relations evolved
  • 97. PITCH PLANNING | SOCIAL MEDIA • No longer have to rely on tools like Cision, Vocus for everything • Deeper research is possible, more tools, more resources • Opportunities to build relationships through personal connections, interests • Journalists have multiple online paths, blogs, contact locations comet marketing + public relations evolved
  • 98. PITCH PLANNING | SOCIAL MEDIA • No longer have to rely on tools like Cision, Vocus for everything • Deeper research is possible, more tools, more resources • Opportunities to build relationships through personal connections, interests • Journalists have multiple online paths, blogs, contact locations • Peter Shankman’s (@skydiver) HARO has changed the game for PR comet marketing + public relations evolved
  • 99. PITCH PLANNING | SOCIAL MEDIA • No longer have to rely on tools like Cision, Vocus for everything • Deeper research is possible, more tools, more resources • Opportunities to build relationships through personal connections, interests • Journalists have multiple online paths, blogs, contact locations • Peter Shankman’s (@skydiver) HARO has changed the game for PR • Social media news release tools: PitchEngine, Pressit comet marketing + public relations evolved
  • 100. PITCH PLANNING | SOCIAL MEDIA • No longer have to rely on tools like Cision, Vocus for everything • Deeper research is possible, more tools, more resources • Opportunities to build relationships through personal connections, interests • Journalists have multiple online paths, blogs, contact locations • Peter Shankman’s (@skydiver) HARO has changed the game for PR • Social media news release tools: PitchEngine, Pressit • Social media newsrooms highly influential comet marketing + public relations evolved
  • 101. PR 2.0 | PLEASE DON’Ts comet marketing + public relations evolved
  • 102. PR 2.0 | PLEASE DON’Ts • Spam journalists or bloggers through Twitter comet marketing + public relations evolved
  • 103. PR 2.0 | PLEASE DON’Ts • Spam journalists or bloggers through Twitter • Over-pimp your clients’ content comet marketing + public relations evolved
  • 104. PR 2.0 | PLEASE DON’Ts • Spam journalists or bloggers through Twitter • Over-pimp your clients’ content • Post overly positive comments/ratings on your clients’ behalf comet marketing + public relations evolved
  • 105. PR 2.0 | PLEASE DON’Ts • Spam journalists or bloggers through Twitter • Over-pimp your clients’ content • Post overly positive comments/ratings on your clients’ behalf • Produce staged photos comet marketing + public relations evolved
  • 106. PR 2.0 | PLEASE DON’Ts • Spam journalists or bloggers through Twitter • Over-pimp your clients’ content • Post overly positive comments/ratings on your clients’ behalf • Produce staged photos • Overly-script videos, commentary comet marketing + public relations evolved
  • 107. PR 2.0 | PLEASE DON’Ts • Spam journalists or bloggers through Twitter • Over-pimp your clients’ content • Post overly positive comments/ratings on your clients’ behalf • Produce staged photos • Overly-script videos, commentary • Forget writing style comet marketing + public relations evolved
  • 108. PR 2.0 | PLEASE DON’Ts • Spam journalists or bloggers through Twitter • Over-pimp your clients’ content • Post overly positive comments/ratings on your clients’ behalf • Produce staged photos • Overly-script videos, commentary • Forget writing style • Lose sight of the reason you’re using social media in the first place: authenticity comet marketing + public relations evolved
  • 109. TRADITIONAL PR | LIFELINE | comet marketing + public relations evolved
  • 110. TRADITIONAL PR | LIFELINE | comet marketing + public relations evolved
  • 111. TRADITIONAL PR | LIFELINE | comet marketing + public relations evolved
  • 112. TRADITIONAL PR | LIFELINE | comet marketing + public relations evolved
  • 113. TRADITIONAL PR | LIFELINE | STORY IDEA comet marketing + public relations evolved
  • 114. TRADITIONAL PR | LIFELINE | STORY IDEA comet marketing + public relations evolved
  • 115. TRADITIONAL PR | LIFELINE | STORY WRITE IDEA STORY comet marketing + public relations evolved
  • 116. TRADITIONAL PR | LIFELINE | STORY WRITE IDEA STORY comet marketing + public relations evolved
  • 117. TRADITIONAL PR | LIFELINE | STORY WRITE DISTRIBUTE IDEA STORY STORY comet marketing + public relations evolved
  • 118. TRADITIONAL PR | LIFELINE | STORY WRITE DISTRIBUTE IDEA STORY STORY comet marketing + public relations evolved
  • 119. TRADITIONAL PR | LIFELINE | STORY WRITE DISTRIBUTE PITCH IDEA STORY STORY STORY comet marketing + public relations evolved
  • 120. TRADITIONAL PR | LIFELINE | STORY WRITE DISTRIBUTE PITCH IDEA STORY STORY STORY comet marketing + public relations evolved
  • 121. TRADITIONAL PR | LIFELINE | STORY WRITE DISTRIBUTE PITCH MEDIA IDEA STORY STORY STORY COVERAGE comet marketing + public relations evolved
  • 122. TRADITIONAL PR | LIFELINE | STORY WRITE DISTRIBUTE PITCH MEDIA IDEA STORY STORY STORY COVERAGE comet marketing + public relations evolved
  • 123. TRADITIONAL PR | LIFELINE | STORY WRITE DISTRIBUTE PITCH MEDIA PUBLIC IDEA STORY STORY STORY COVERAGE comet marketing + public relations evolved
  • 124. PR LIFELINE | EVOLUTION | comet marketing + public relations evolved
  • 125. PR LIFELINE | EVOLUTION | While Traditional PR has been relegated primarily to pre-event promotion, PR 2.0 enables pre-, during- and post-event promotion, story telling and communication. A significant evolution. comet marketing + public relations evolved
  • 126. TRADITIONAL PR | LIFELINE ( pre-event ) comet marketing + public relations evolved
  • 127. TRADITIONAL PR | LIFELINE ( pre-event ) comet marketing + public relations evolved
  • 128. TRADITIONAL PR | LIFELINE ( pre-event ) comet marketing + public relations evolved
  • 129. TRADITIONAL PR | LIFELINE ( pre-event ) comet marketing + public relations evolved
  • 130. TRADITIONAL PR | LIFELINE ( pre-event ) comet marketing + public relations evolved
  • 131. TRADITIONAL PR | LIFELINE ( pre-event ) comet marketing + public relations evolved
  • 132. TRADITIONAL PR | LIFELINE ( pre-event ) comet marketing + public relations evolved
  • 133. TRADITIONAL PR | LIFELINE ( pre-event ) comet marketing + public relations evolved
  • 134. TRADITIONAL PR | LIFELINE ( pre-event ) STORY IDEA comet marketing + public relations evolved
  • 135. TRADITIONAL PR | LIFELINE ( pre-event ) STORY IDEA comet marketing + public relations evolved
  • 136. TRADITIONAL PR | LIFELINE ( pre-event ) STORY WRITE IDEA STORY comet marketing + public relations evolved
  • 137. TRADITIONAL PR | LIFELINE ( pre-event ) STORY WRITE IDEA STORY comet marketing + public relations evolved
  • 138. TRADITIONAL PR | LIFELINE ( pre-event ) STORY WRITE DISTRIBUTE IDEA STORY traditional comet marketing + public relations evolved
  • 139. TRADITIONAL PR | LIFELINE ( pre-event ) STORY WRITE DISTRIBUTE IDEA STORY traditional comet marketing + public relations evolved
  • 140. TRADITIONAL PR | LIFELINE ( pre-event ) STORY WRITE DISTRIBUTE PITCH IDEA STORY traditional STORY comet marketing + public relations evolved
  • 141. TRADITIONAL PR | LIFELINE ( pre-event ) STORY WRITE DISTRIBUTE PITCH IDEA STORY traditional STORY comet marketing + public relations evolved
  • 142. TRADITIONAL PR | LIFELINE ( pre-event ) STORY WRITE DISTRIBUTE PITCH MEDIA IDEA STORY traditional STORY COVERAGE comet marketing + public relations evolved
  • 143. TRADITIONAL PR | LIFELINE ( pre-event ) STORY WRITE DISTRIBUTE PITCH MEDIA IDEA STORY traditional STORY COVERAGE comet marketing + public relations evolved
  • 144. TRADITIONAL PR | LIFELINE ( pre-event ) STORY WRITE DISTRIBUTE PITCH MEDIA PUBLIC IDEA STORY traditional STORY COVERAGE comet marketing + public relations evolved
  • 145. TRADITIONAL PR | LIFELINE ( pre-event ) STORY WRITE DISTRIBUTE PITCH MEDIA PUBLIC IDEA STORY traditional STORY COVERAGE comet marketing + public relations evolved
  • 146. TRADITIONAL PR | LIFELINE ( pre-event ) STORY WRITE DISTRIBUTE PITCH MEDIA PUBLIC IDEA STORY traditional STORY COVERAGE DISTRIBUTE social comet marketing + public relations evolved
  • 147. TRADITIONAL PR | LIFELINE ( pre-event ) STORY WRITE DISTRIBUTE PITCH MEDIA PUBLIC IDEA STORY traditional STORY COVERAGE DISTRIBUTE social comet marketing + public relations evolved
  • 148. TRADITIONAL PR | LIFELINE ( pre-event ) STORY WRITE DISTRIBUTE PITCH MEDIA PUBLIC IDEA STORY traditional STORY COVERAGE DISTRIBUTE PUBLIC social comet marketing + public relations evolved
  • 149. TRADITIONAL PR | LIFELINE ( pre-event ) STORY WRITE DISTRIBUTE PITCH MEDIA PUBLIC IDEA STORY traditional STORY COVERAGE DISTRIBUTE PUBLIC social comet marketing + public relations evolved
  • 150. TRADITIONAL PR | LIFELINE ( pre-event ) STORY WRITE DISTRIBUTE PITCH MEDIA PUBLIC IDEA STORY traditional STORY COVERAGE P DISTRIBUTE P P PUBLIC P social P P P P comet marketing + public relations evolved
  • 151. TRADITIONAL PR | LIFELINE ( pre-event ) STORY WRITE DISTRIBUTE PITCH MEDIA PUBLIC IDEA STORY traditional STORY COVERAGE P DISTRIBUTE P PP PP PP PP P PUBLIC P PP PP PP PP social P P PP PP PP PP P P P P P comet marketing + public relations evolved
  • 152. TRADITIONAL PR | LIFELINE ( pre-event ) STORY WRITE DISTRIBUTE PITCH MEDIA PUBLIC IDEA STORY traditional STORY COVERAGE P DISTRIBUTE P PP PP PP PP P PUBLIC P PP PP PP PP social P P PP PP PP PP P P P P P comet marketing + public relations evolved
  • 153. Social Media TRADITIONAL PR | LIFELINE ( pre-event ) Newsroom STORY WRITE DISTRIBUTE PITCH MEDIA PUBLIC IDEA STORY traditional STORY COVERAGE P DISTRIBUTE P PP PP PP PP P PUBLIC P PP PP PP PP social P P PP PP PP PP P P P P P comet marketing + public relations evolved
  • 154. Social Media TRADITIONAL PR | LIFELINE ( pre-event ) Newsroom STORY WRITE DISTRIBUTE PITCH MEDIA PUBLIC IDEA STORY traditional STORY COVERAGE P DISTRIBUTE P PP PP PP PP P PUBLIC P PP PP PP PP social P P PP PP PP PP P P P P P comet marketing + public relations evolved
  • 155. Social Media TRADITIONAL PR | LIFELINE ( pre-event ) PUBLIC Newsroom STORY WRITE DISTRIBUTE PITCH MEDIA PUBLIC IDEA STORY traditional STORY COVERAGE P DISTRIBUTE P PP PP PP PP P PUBLIC P PP PP PP PP social P P PP PP PP PP P P P P P comet marketing + public relations evolved
  • 156. TRADITIONAL PR | LIFELINE ( during-event ) LIVE flickr Facebook TWITPIC TWITVID TWEETING mobile mobile comet Twitpics from 2008 Symphony Style Fashion Show marketing + public relations evolved
  • 157. TRADITIONAL PR | LIFELINE ( post-event ) Post-event Blog VIDEO flickr Facebook TWITPIC entry comet Photos from 2008 Symphony Style Fashion Show marketing + public relations evolved
  • 158. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | comet marketing + public relations evolved
  • 159. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | 1. Strong Journalistic Writing + Storytelling – We must always be able to tell a strong story with all of the relevant information beyond the what, when, who and where. Craft an engaging and relevant story.  comet marketing + public relations evolved
  • 160. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | 1. Strong Journalistic Writing + Storytelling – We must always be able to tell a strong story with all of the relevant information beyond the what, when, who and where. Craft an engaging and relevant story.  2. Relationship Development – PR is so much more than press releases, media relations and pitching. We need to be able to develop relationships on multiple levels of an organization, with the media/bloggers, with customers, the social community and with people who have opposing views. comet marketing + public relations evolved
  • 161. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | 1. Strong Journalistic Writing + Storytelling – We must always be able to tell a strong story with all of the relevant information beyond the what, when, who and where. Craft an engaging and relevant story.  2. Relationship Development – PR is so much more than press releases, media relations and pitching. We need to be able to develop relationships on multiple levels of an organization, with the media/bloggers, with customers, the social community and with people who have opposing views. 3. Business Acumen – Access to C-Suite level discussions and decision making is only possible if we can offer well-rounded and strategic business recommendations. This ability can only come from experience and practical knowledge. We need to be able to look at a business and help figure out what it needs to grow business and sales through PR/communications/social media. comet marketing + public relations evolved
  • 162. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | comet marketing + public relations evolved
  • 163. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | 4. Curiosity + Restlessness – Within every industry, there are people who are constantly curious and restless about what they do. They lead the pack. These people are always keeping tabs on new developments and trying to find new ways to do things. The moment we become comfortable and satisfied with the current state of things, that’s the exact moment to be concerned. We, the PR industry, should always be thinking about what comes next and evolving what we do. comet marketing + public relations evolved
  • 164. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | 4. Curiosity + Restlessness – Within every industry, there are people who are constantly curious and restless about what they do. They lead the pack. These people are always keeping tabs on new developments and trying to find new ways to do things. The moment we become comfortable and satisfied with the current state of things, that’s the exact moment to be concerned. We, the PR industry, should always be thinking about what comes next and evolving what we do. 5. Programming + Design – We all need an understanding of web programming so we can communicate with programmers to get what we need to build a Web site and contribute/edit and customize content. It would be ideal to know some coding ourselves, but a lot can be said about having someone who is truly skilled take the lead. As blog platforms continue to evolve and become easier to use, we still need to have an understanding to communicate changes or the ability to make tweaks and changes on our own. comet marketing + public relations evolved
  • 165. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | comet marketing + public relations evolved
  • 166. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | 6. Working knowledge of social media distribution platforms – For all of the great elements of social media, one drawback is that the social web has many disparate gathering places. Applications for social media publishing continue to evolve and distribution platforms like Shoutlet are coming to the forefront to help communications pros distribute content across many channels (email, Twitter, Facebook, widgets, etc.) simultaneously. comet marketing + public relations evolved
  • 167. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | 6. Working knowledge of social media distribution platforms – For all of the great elements of social media, one drawback is that the social web has many disparate gathering places. Applications for social media publishing continue to evolve and distribution platforms like Shoutlet are coming to the forefront to help communications pros distribute content across many channels (email, Twitter, Facebook, widgets, etc.) simultaneously. 7. Video creative direction, writing + production – The social web is fueled by engaging and relevant content. One of the most attractive forms of that content is video. The caveat within this element that is interesting is that video for the social web needs to be very good, but it does not have to be great. Frankly, the slicker the video looks the less authentic it feels and the less accepted it will be in the social web. Because of this, we don’t need to be super-duper Grade-A class video producers, but we need to be pretty good. comet marketing + public relations evolved
  • 168. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | comet marketing + public relations evolved
  • 169. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | 8. Community gardening – Many people refer to this as community management, but a friend of mine recently shared with me that he doesn’t think we can fully “manage” a community. I liked what he had to say. If you think about it, the masses probably don’t want to be managed. In this, a PR pro needs to be able to help grow a community and foster activity and conversation within it. comet marketing + public relations evolved
  • 170. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | 8. Community gardening – Many people refer to this as community management, but a friend of mine recently shared with me that he doesn’t think we can fully “manage” a community. I liked what he had to say. If you think about it, the masses probably don’t want to be managed. In this, a PR pro needs to be able to help grow a community and foster activity and conversation within it. 9. Walking the talk – There are many lessons that can only be learned within the art of social public relations by doing it for yourself. There is no better teacher than personal experience. If we aren’t out there writing blogs, doing podcast/ videocasts and growing a community for ourselves or our own agencies/ companies, all we can do is talk. And how far will that get us? If we are doing all of these things, we are learning every day and those learnings can then be used to drive strategy for our clients and others. comet marketing + public relations evolved
  • 171. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | 8. Community gardening – Many people refer to this as community management, but a friend of mine recently shared with me that he doesn’t think we can fully “manage” a community. I liked what he had to say. If you think about it, the masses probably don’t want to be managed. In this, a PR pro needs to be able to help grow a community and foster activity and conversation within it. 9. Walking the talk – There are many lessons that can only be learned within the art of social public relations by doing it for yourself. There is no better teacher than personal experience. If we aren’t out there writing blogs, doing podcast/ videocasts and growing a community for ourselves or our own agencies/ companies, all we can do is talk. And how far will that get us? If we are doing all of these things, we are learning every day and those learnings can then be used to drive strategy for our clients and others. 10. Proving Return on Investment – This is an area that I will leave for Sara Meaney to handle as the Left Brain of Comet Branding. Although I’m not fully a numbers person, I do understand and value how important they are. If we can’t prove to our clients that the programs we are running for them are worth it, then it’s not worth a heck of a lot. We have to show proof, proof and more proof. comet marketing + public relations evolved
  • 172. THE MOST POWERFUL TOOL | IN PR 2.0 | comet marketing + public relations evolved
  • 173. EXAMPLE | SOCIAL MEDIA MAP | original content original blog posts, online tv channel with unique programming, instructional video series participation applications social media platforms such as: iPhone, Facebook custom BRAND Twitter, Facebook, Ning, application/page, tools YouTube, Vimeo, Slideshare, custom community site, forums social media influencing expert content, peer-to-peer, real customer story sharing/blogging, blogger relationship development 30
  • 174. EXAMPLE | SOCIAL MEDIA MAP | original content original blog posts, online tv channel with unique programming, instructional video series participation applications social media platforms such as: iPhone, Facebook custom BRAND Twitter, Facebook, Ning, application/page, tools YouTube, Vimeo, Slideshare, custom community site, forums social media influencing expert content, peer-to-peer, real customer story sharing/blogging, blogger relationship development 30
  • 175. EXAMPLE | SOCIAL MEDIA MAP | original content original blog posts, online tv channel with unique programming, instructional video series participation applications social media platforms such as: iPhone, Facebook custom BRAND Twitter, Facebook, Ning, application/page, tools YouTube, Vimeo, Slideshare, custom community site, forums social media influencing expert content, peer-to-peer, real customer story sharing/blogging, blogger relationship development 30
  • 176. EXAMPLE | SOCIAL MEDIA MAP | original content original blog posts, online tv channel with unique programming, instructional video series participation applications social media platforms such as: iPhone, Facebook custom BRAND Twitter, Facebook, Ning, application/page, tools YouTube, Vimeo, Slideshare, custom community site, forums social media influencing expert content, peer-to-peer, real customer story sharing/blogging, blogger relationship development 30
  • 177. EXAMPLE | SOCIAL MEDIA MAP | original content original blog posts, online tv channel with unique programming, instructional video series participation applications social media platforms such as: iPhone, Facebook custom BRAND Twitter, Facebook, Ning, application/page, tools YouTube, Vimeo, Slideshare, custom community site, forums social media influencing expert content, peer-to-peer, real customer story sharing/blogging, blogger relationship development 30
  • 178. THE NEW PR | FURTHER READING / RESOURCES | comet marketing + public relations evolved
  • 179. THE NEW PR | FURTHER READING / RESOURCES | • Todd Defren. Principal Shift Communications [PR-Squared.com] comet marketing + public relations evolved
  • 180. THE NEW PR | FURTHER READING / RESOURCES | • Todd Defren. Principal Shift Communications [PR-Squared.com] • Jason Falls. Consultant [SocialMediaExplorer.com] comet marketing + public relations evolved
  • 181. THE NEW PR | FURTHER READING / RESOURCES | • Todd Defren. Principal Shift Communications [PR-Squared.com] • Jason Falls. Consultant [SocialMediaExplorer.com] • Brian Solis. Principal FutureWorks, blogger PR 2.0 [briansolis.com] Book: Putting the Public Back in Public Relations comet marketing + public relations evolved
  • 182. THE NEW PR | FURTHER READING / RESOURCES | • Todd Defren. Principal Shift Communications [PR-Squared.com] • Jason Falls. Consultant [SocialMediaExplorer.com] • Brian Solis. Principal FutureWorks, blogger PR 2.0 [briansolis.com] Book: Putting the Public Back in Public Relations • Dierdre Breakenridge. PR 2.0 Strategies [deirdrebreakenridge.com] comet marketing + public relations evolved
  • 183. THE NEW PR | FURTHER READING / RESOURCES | • Todd Defren. Principal Shift Communications [PR-Squared.com] • Jason Falls. Consultant [SocialMediaExplorer.com] • Brian Solis. Principal FutureWorks, blogger PR 2.0 [briansolis.com] Book: Putting the Public Back in Public Relations • Dierdre Breakenridge. PR 2.0 Strategies [deirdrebreakenridge.com] • Jennifer Leggio, Comms Director, Fortinet; Blogger ZDNet.com comet marketing + public relations evolved
  • 184. THE NEW PR | FURTHER READING / RESOURCES | • Todd Defren. Principal Shift Communications [PR-Squared.com] • Jason Falls. Consultant [SocialMediaExplorer.com] • Brian Solis. Principal FutureWorks, blogger PR 2.0 [briansolis.com] Book: Putting the Public Back in Public Relations • Dierdre Breakenridge. PR 2.0 Strategies [deirdrebreakenridge.com] • Jennifer Leggio, Comms Director, Fortinet; Blogger ZDNet.com • Nicole Jordan, PR Director, Rubicon Project; Blogger [kickingsand.com] comet marketing + public relations evolved
  • 185. THE NEW PR | FURTHER READING / RESOURCES | • Todd Defren. Principal Shift Communications [PR-Squared.com] • Jason Falls. Consultant [SocialMediaExplorer.com] • Brian Solis. Principal FutureWorks, blogger PR 2.0 [briansolis.com] Book: Putting the Public Back in Public Relations • Dierdre Breakenridge. PR 2.0 Strategies [deirdrebreakenridge.com] • Jennifer Leggio, Comms Director, Fortinet; Blogger ZDNet.com • Nicole Jordan, PR Director, Rubicon Project; Blogger [kickingsand.com] • Chris Brogan, President, New Marketing Lab; Blogger [chrisbrogan.com] comet marketing + public relations evolved
  • 186. THE NEW PR | FURTHER READING / RESOURCES | • Todd Defren. Principal Shift Communications [PR-Squared.com] • Jason Falls. Consultant [SocialMediaExplorer.com] • Brian Solis. Principal FutureWorks, blogger PR 2.0 [briansolis.com] Book: Putting the Public Back in Public Relations • Dierdre Breakenridge. PR 2.0 Strategies [deirdrebreakenridge.com] • Jennifer Leggio, Comms Director, Fortinet; Blogger ZDNet.com • Nicole Jordan, PR Director, Rubicon Project; Blogger [kickingsand.com] • Chris Brogan, President, New Marketing Lab; Blogger [chrisbrogan.com] • Rohit Bhargava, Author, Personality Not Included; Blogger [rohitbhargava.typepad.com] comet marketing + public relations evolved
  • 187. THE NEW PR | FURTHER READING / RESOURCES | • Todd Defren. Principal Shift Communications [PR-Squared.com] • Jason Falls. Consultant [SocialMediaExplorer.com] • Brian Solis. Principal FutureWorks, blogger PR 2.0 [briansolis.com] Book: Putting the Public Back in Public Relations • Dierdre Breakenridge. PR 2.0 Strategies [deirdrebreakenridge.com] • Jennifer Leggio, Comms Director, Fortinet; Blogger ZDNet.com • Nicole Jordan, PR Director, Rubicon Project; Blogger [kickingsand.com] • Chris Brogan, President, New Marketing Lab; Blogger [chrisbrogan.com] • Rohit Bhargava, Author, Personality Not Included; Blogger [rohitbhargava.typepad.com] comet marketing + public relations evolved
  • 188. *all enclosed content confidential + copyright ©2009 comet branding llc a milwaukee-based progressive branding, marketing + public relations agency