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Bringing it all together for
  PR+Social Media Success



comet            marketing + public relations evolved
LEADERSHIP |




comet          marketing + public relations evolved
LEADERSHIP |



                      Sara Meaney
                       partner | left brain
        14 years of client a...
LEADERSHIP |



                      Sara Meaney
                       partner | left brain
        14 years of client a...
LEADERSHIP |



                      Sara Meaney
                       partner | left brain
        14 years of client a...
OBJECTIVES |




comet          marketing + public relations evolved
OBJECTIVES |


•   Combine a traditional approach to PR with Social Media activities.




comet                           ...
OBJECTIVES |


•   Combine a traditional approach to PR with Social Media activities.

•   Social media can bolster PR.


...
OBJECTIVES |


•   Combine a traditional approach to PR with Social Media activities.

•   Social media can bolster PR.

•...
OBJECTIVES |


•   Combine a traditional approach to PR with Social Media activities.

•   Social media can bolster PR.

•...
comet   marketing + public relations evolved
A Realist's
          Guide to the
        Most Successful
        Social Strategies




comet          marketing + public...
A Realist's
                        Guide to the
 HOW PERSONAL AND
                      Most Successful
    PROFESSIONAL ...
A Realist's
                                             Guide to the
 HOW PERSONAL AND
                                  ...
Blogging to Success:
                                                                        A Manpower
                  ...
Blogging to Success:
                                                                        A Manpower
                  ...
Bringing it all together for PR + Social Media                         Blogging to Success:
                    Success   ...
Bringing it all together for PR + Social Media                         Blogging to Success:
                    Success   ...
Bringing it all together for PR + Social Media                         Blogging to Success:
                    Success   ...
Bringing it all together for PR + Social Media                         Blogging to Success:
                    Success   ...
Bringing it all together for PR + Social Media                         Blogging to Success:
                    Success   ...
Bringing it all together for PR + Social Media                         Blogging to Success:
                    Success   ...
Bringing it all together for PR + Social Media                         Blogging to Success:
                    Success   ...
WHAT IS | PUBLIC RELATIONS |




comet                          marketing + public relations evolved
WHAT IS | PUBLIC RELATIONS |




 •   PR is the practice of managing the communication between an
     organization and it...
WHAT IS | PUBLIC RELATIONS |




 •   PR is the practice of managing the communication between an
     organization and it...
WHAT IS | PUBLIC RELATIONS |




 •   PR is the practice of managing the communication between an
     organization and it...
WHAT IS | PUBLIC RELATIONS |




comet                          marketing + public relations evolved
WHAT IS | PUBLIC RELATIONS |


 Almost any organization that has a stake in how it is portrayed in the public
 arena emplo...
WHAT IS | PUBLIC RELATIONS |


 Almost any organization that has a stake in how it is portrayed in the public
 arena emplo...
WHAT IS | SOCIAL MEDIA? |




comet                       marketing + public relations evolved
WHAT IS | SOCIAL MEDIA? |




 •   Content created by people using highly accessible and scalable
     publishing technolo...
WHAT IS | SOCIAL MEDIA? |




 •   Content created by people using highly accessible and scalable
     publishing technolo...
WHAT IS | SOCIAL MEDIA? |




 •   Content created by people using highly accessible and scalable
     publishing technolo...
WHAT IS | SOCIAL MEDIA? |




comet                       marketing + public relations evolved
WHAT IS | SOCIAL MEDIA? |



 •   A shift from monologues to dialogues and conversations.




comet                       ...
WHAT IS | SOCIAL MEDIA? |



 •   A shift from monologues to dialogues and conversations.



 •   People change from conte...
WHAT IS | SOCIAL MEDIA? |



 •   A shift from monologues to dialogues and conversations.



 •   People change from conte...
WHAT IS | SOCIAL MEDIA? |



 •   A shift from monologues to dialogues and conversations.



 •   People change from conte...
WHAT IS | SOCIAL MEDIA’S IMPACT ON PR ? |




comet                                       marketing + public relations evo...
WHAT IS | SOCIAL MEDIA’S IMPACT ON PR ? |




                                            User-generated content has flipp...
WHAT IS | SOCIAL MEDIA’S IMPACT ON PR ? |




                                            User-generated content has flipp...
WHAT IS | SOCIAL MEDIA’S IMPACT ON PR ? |




                                            User-generated content has flipp...
WHAT IS | SOCIAL MEDIA’S IMPACT ON PR ? |




comet                                       marketing + public relations evo...
WHAT IS | SOCIAL MEDIA’S IMPACT ON PR ? |




comet                                       marketing + public relations evo...
WHAT IS | SOCIAL MEDIA’S IMPACT ON PR ? |

 Social Media and Web 2.0 are altering the entire media landscape, placing
 the...
WHAT IS | SOCIAL MEDIA’S IMPACT ON PR ? |

 Social Media and Web 2.0 are altering the entire media landscape, placing
 the...
WHAT IS | SOCIAL MEDIA’S IMPACT ON PR ? |

 Social Media and Web 2.0 are altering the entire media landscape, placing
 the...
WHAT IS | SOCIAL MEDIA POWER ? |




comet                              marketing + public relations evolved
WHAT IS | SOCIAL MEDIA POWER ? |




              People want to be treated like people.




comet                       ...
PR vs. PR 2.0 | Elements |




comet                        marketing + public relations evolved
PR vs. PR 2.0 | Elements |




    TRADITIONAL PR (one-way)




comet                          marketing + public relation...
PR vs. PR 2.0 | Elements |




    TRADITIONAL PR (one-way)      PR 2.0 (two-way)




comet                          marke...
PR vs. PR 2.0 | Elements |




    TRADITIONAL PR (one-way)      PR 2.0 (two-way)

    ‣   news release




comet         ...
PR vs. PR 2.0 | Elements |




    TRADITIONAL PR (one-way)      PR 2.0 (two-way)

    ‣   news release              ‣   s...
PR vs. PR 2.0 | Elements |




    TRADITIONAL PR (one-way)      PR 2.0 (two-way)

    ‣   news release              ‣   s...
PR vs. PR 2.0 | Elements |




    TRADITIONAL PR (one-way)      PR 2.0 (two-way)

    ‣   news release              ‣   s...
PR vs. PR 2.0 | Elements |




    TRADITIONAL PR (one-way)      PR 2.0 (two-way)

    ‣   news release              ‣   s...
PR vs. PR 2.0 | Elements |




    TRADITIONAL PR (one-way)      PR 2.0 (two-way)

    ‣   news release              ‣   s...
PR vs. PR 2.0 | Elements |




    TRADITIONAL PR (one-way)      PR 2.0 (two-way)

    ‣   news release              ‣   s...
PR vs. PR 2.0 | Elements |




    TRADITIONAL PR (one-way)      PR 2.0 (two-way)

    ‣   news release              ‣   s...
PR vs. PR 2.0 | Characteristics |




comet                               marketing + public relations evolved
PR vs. PR 2.0 | Characteristics |


 TRADITIONAL PR




comet                               marketing + public relations e...
PR vs. PR 2.0 | Characteristics |


 TRADITIONAL PR                        PR 2.0




comet                               ...
PR vs. PR 2.0 | Characteristics |


 TRADITIONAL PR                        PR 2.0
 ‣   one to many / shotgun




comet    ...
PR vs. PR 2.0 | Characteristics |


 TRADITIONAL PR                        PR 2.0
 ‣   one to many / shotgun             ‣...
PR vs. PR 2.0 | Characteristics |


 TRADITIONAL PR                        PR 2.0
 ‣   one to many / shotgun             ‣...
PR vs. PR 2.0 | Characteristics |


 TRADITIONAL PR                        PR 2.0
 ‣   one to many / shotgun             ‣...
PR vs. PR 2.0 | Characteristics |


 TRADITIONAL PR                        PR 2.0
 ‣   one to many / shotgun             ‣...
PR vs. PR 2.0 | Characteristics |


 TRADITIONAL PR                        PR 2.0
 ‣   one to many / shotgun             ‣...
PR vs. PR 2.0 | Characteristics |


 TRADITIONAL PR                        PR 2.0
 ‣   one to many / shotgun             ‣...
PR vs. PR 2.0 | Characteristics |


 TRADITIONAL PR                        PR 2.0
 ‣   one to many / shotgun             ‣...
PR vs. PR 2.0 | Characteristics |


 TRADITIONAL PR                        PR 2.0
 ‣   one to many / shotgun             ‣...
PR vs. PR 2.0 | Characteristics |


 TRADITIONAL PR                        PR 2.0
 ‣   one to many / shotgun             ‣...
PR vs. PR 2.0 | Characteristics |


 TRADITIONAL PR                        PR 2.0
 ‣   one to many / shotgun             ‣...
PR vs. PR 2.0 | Characteristics |


 TRADITIONAL PR                        PR 2.0
 ‣   one to many / shotgun             ‣...
PR vs. PR 2.0 | Characteristics |


 TRADITIONAL PR                        PR 2.0
 ‣   one to many / shotgun             ‣...
PR vs. PR 2.0 | Characteristics |


 TRADITIONAL PR                        PR 2.0
 ‣   one to many / shotgun             ‣...
PR vs. PR 2.0 | Characteristics |


 TRADITIONAL PR                        PR 2.0
 ‣   one to many / shotgun             ‣...
PR vs. PR 2.0 | Characteristics |


 TRADITIONAL PR                        PR 2.0
 ‣   one to many / shotgun             ‣...
PR + PR 2.0 | HOW ARE THEY SIMILAR ? |




         PR                                                      PR
         1....
PR + PR 2.0 | HOW ARE THEY SIMILAR ? |




                                         storytelling



         PR           ...
PR + PR 2.0 | HOW ARE THEY SIMILAR ? |




                                           storytelling
                       ...
PR + PR 2.0 | HOW ARE THEY SIMILAR ? |




                                           storytelling
                       ...
PR + PR 2.0 | HOW ARE THEY SIMILAR ? |




                                           storytelling
                       ...
PR + PR 2.0 | HOW ARE THEY SIMILAR ? |




                                           storytelling
                       ...
PR + PR 2.0 | HOW ARE THEY SIMILAR ? |




                                           storytelling
                       ...
PR + PR 2.0 | HOW ARE THEY SIMILAR ? |




                                           storytelling
                       ...
PR + PR 2.0 | HOW ARE THEY SIMILAR ? |




                                           storytelling
                       ...
PR vs. PR 2.0 |




comet             marketing + public relations evolved
PR vs. PR 2.0 |


  In today’s version of public relations, companies no longer need to rely on the media
  to tell their ...
PITCH PLANNING | SOCIAL MEDIA




comet                           marketing + public relations evolved
PITCH PLANNING | SOCIAL MEDIA



 •   No longer have to rely on tools like Cision, Vocus for everything




comet         ...
PITCH PLANNING | SOCIAL MEDIA



 •   No longer have to rely on tools like Cision, Vocus for everything

 •   Deeper resea...
PITCH PLANNING | SOCIAL MEDIA



 •   No longer have to rely on tools like Cision, Vocus for everything

 •   Deeper resea...
PITCH PLANNING | SOCIAL MEDIA



 •   No longer have to rely on tools like Cision, Vocus for everything

 •   Deeper resea...
PITCH PLANNING | SOCIAL MEDIA



 •   No longer have to rely on tools like Cision, Vocus for everything

 •   Deeper resea...
PITCH PLANNING | SOCIAL MEDIA



 •   No longer have to rely on tools like Cision, Vocus for everything

 •   Deeper resea...
PITCH PLANNING | SOCIAL MEDIA



 •   No longer have to rely on tools like Cision, Vocus for everything

 •   Deeper resea...
PR 2.0 | PLEASE DON’Ts




comet                    marketing + public relations evolved
PR 2.0 | PLEASE DON’Ts



 •   Spam journalists or bloggers through Twitter




comet                                   ma...
PR 2.0 | PLEASE DON’Ts



 •   Spam journalists or bloggers through Twitter

 •   Over-pimp your clients’ content




come...
PR 2.0 | PLEASE DON’Ts



 •   Spam journalists or bloggers through Twitter

 •   Over-pimp your clients’ content

 •   Po...
PR 2.0 | PLEASE DON’Ts



 •   Spam journalists or bloggers through Twitter

 •   Over-pimp your clients’ content

 •   Po...
PR 2.0 | PLEASE DON’Ts



 •   Spam journalists or bloggers through Twitter

 •   Over-pimp your clients’ content

 •   Po...
PR 2.0 | PLEASE DON’Ts



 •   Spam journalists or bloggers through Twitter

 •   Over-pimp your clients’ content

 •   Po...
PR 2.0 | PLEASE DON’Ts



 •   Spam journalists or bloggers through Twitter

 •   Over-pimp your clients’ content

 •   Po...
TRADITIONAL PR | LIFELINE |




comet                         marketing + public relations evolved
TRADITIONAL PR | LIFELINE |




comet                         marketing + public relations evolved
TRADITIONAL PR | LIFELINE |




comet                         marketing + public relations evolved
TRADITIONAL PR | LIFELINE |




comet                         marketing + public relations evolved
TRADITIONAL PR | LIFELINE |




STORY
 IDEA




comet                          marketing + public relations evolved
TRADITIONAL PR | LIFELINE |




STORY
 IDEA




comet                          marketing + public relations evolved
TRADITIONAL PR | LIFELINE |




STORY             WRITE
 IDEA             STORY




comet                          marketi...
TRADITIONAL PR | LIFELINE |




STORY             WRITE
 IDEA             STORY




comet                          marketi...
TRADITIONAL PR | LIFELINE |




STORY             WRITE        DISTRIBUTE
 IDEA             STORY          STORY




comet...
TRADITIONAL PR | LIFELINE |




STORY             WRITE        DISTRIBUTE
 IDEA             STORY          STORY




comet...
TRADITIONAL PR | LIFELINE |




STORY             WRITE        DISTRIBUTE    PITCH
 IDEA             STORY          STORY ...
TRADITIONAL PR | LIFELINE |




STORY             WRITE        DISTRIBUTE    PITCH
 IDEA             STORY          STORY ...
TRADITIONAL PR | LIFELINE |




STORY             WRITE        DISTRIBUTE    PITCH        MEDIA
 IDEA             STORY   ...
TRADITIONAL PR | LIFELINE |




STORY             WRITE        DISTRIBUTE    PITCH        MEDIA
 IDEA             STORY   ...
TRADITIONAL PR | LIFELINE |




STORY             WRITE        DISTRIBUTE    PITCH        MEDIA
                          ...
PR LIFELINE | EVOLUTION |




comet                       marketing + public relations evolved
PR LIFELINE | EVOLUTION |




    While Traditional PR has been relegated primarily to pre-event
    promotion, PR 2.0 ena...
TRADITIONAL PR | LIFELINE ( pre-event )




comet                                     marketing + public relations evolved
TRADITIONAL PR | LIFELINE ( pre-event )




comet                                     marketing + public relations evolved
TRADITIONAL PR | LIFELINE ( pre-event )




comet                                     marketing + public relations evolved
TRADITIONAL PR | LIFELINE ( pre-event )




comet                                     marketing + public relations evolved
TRADITIONAL PR | LIFELINE ( pre-event )




comet                                     marketing + public relations evolved
TRADITIONAL PR | LIFELINE ( pre-event )




comet                                     marketing + public relations evolved
TRADITIONAL PR | LIFELINE ( pre-event )




comet                                     marketing + public relations evolved
TRADITIONAL PR | LIFELINE ( pre-event )




comet                                     marketing + public relations evolved
TRADITIONAL PR | LIFELINE ( pre-event )



STORY
 IDEA




comet                                      marketing + public r...
TRADITIONAL PR | LIFELINE ( pre-event )



STORY
 IDEA




comet                                      marketing + public r...
TRADITIONAL PR | LIFELINE ( pre-event )



STORY             WRITE
 IDEA             STORY




comet                      ...
TRADITIONAL PR | LIFELINE ( pre-event )



STORY             WRITE
 IDEA             STORY




comet                      ...
TRADITIONAL PR | LIFELINE ( pre-event )



STORY             WRITE            DISTRIBUTE
 IDEA             STORY          ...
TRADITIONAL PR | LIFELINE ( pre-event )



STORY             WRITE            DISTRIBUTE
 IDEA             STORY          ...
TRADITIONAL PR | LIFELINE ( pre-event )



STORY             WRITE            DISTRIBUTE     PITCH
 IDEA             STORY...
TRADITIONAL PR | LIFELINE ( pre-event )



STORY             WRITE            DISTRIBUTE     PITCH
 IDEA             STORY...
TRADITIONAL PR | LIFELINE ( pre-event )



STORY             WRITE            DISTRIBUTE     PITCH        MEDIA
 IDEA     ...
TRADITIONAL PR | LIFELINE ( pre-event )



STORY             WRITE            DISTRIBUTE     PITCH        MEDIA
 IDEA     ...
TRADITIONAL PR | LIFELINE ( pre-event )



STORY             WRITE            DISTRIBUTE     PITCH        MEDIA
          ...
TRADITIONAL PR | LIFELINE ( pre-event )



STORY             WRITE            DISTRIBUTE     PITCH        MEDIA
          ...
TRADITIONAL PR | LIFELINE ( pre-event )



STORY             WRITE            DISTRIBUTE     PITCH        MEDIA
          ...
TRADITIONAL PR | LIFELINE ( pre-event )



STORY             WRITE            DISTRIBUTE     PITCH        MEDIA
          ...
TRADITIONAL PR | LIFELINE ( pre-event )



STORY             WRITE            DISTRIBUTE     PITCH        MEDIA
          ...
TRADITIONAL PR | LIFELINE ( pre-event )



STORY             WRITE            DISTRIBUTE     PITCH        MEDIA
          ...
TRADITIONAL PR | LIFELINE ( pre-event )



STORY             WRITE            DISTRIBUTE     PITCH        MEDIA
          ...
TRADITIONAL PR | LIFELINE ( pre-event )



STORY             WRITE            DISTRIBUTE     PITCH        MEDIA
          ...
TRADITIONAL PR | LIFELINE ( pre-event )



STORY             WRITE            DISTRIBUTE     PITCH        MEDIA
          ...
Social Media
 TRADITIONAL PR | LIFELINE ( pre-event )
                                                  Newsroom


STORY  ...
Social Media
 TRADITIONAL PR | LIFELINE ( pre-event )
                                                  Newsroom


STORY  ...
Social Media
 TRADITIONAL PR | LIFELINE ( pre-event )                         PUBLIC
                                     ...
TRADITIONAL PR | LIFELINE ( during-event )


      LIVE                                                flickr            Fa...
TRADITIONAL PR | LIFELINE ( post-event )



    Post-event                                                            Blog...
WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY |




comet                                              mark...
WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY |



1. Strong Journalistic Writing + Storytelling – We must ...
WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY |



1. Strong Journalistic Writing + Storytelling – We must ...
WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY |



1. Strong Journalistic Writing + Storytelling – We must ...
WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY |




comet                                              mark...
WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY |



4. Curiosity + Restlessness – Within every industry, the...
WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY |



4. Curiosity + Restlessness – Within every industry, the...
WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY |




comet                                              mark...
WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY |



6. Working knowledge of social media distribution platfo...
WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY |



6. Working knowledge of social media distribution platfo...
WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY |




comet                                              mark...
WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY |

8. Community gardening – Many people refer to this as comm...
WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY |

8. Community gardening – Many people refer to this as comm...
WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY |

8. Community gardening – Many people refer to this as comm...
THE MOST POWERFUL TOOL | IN PR 2.0 |




comet                                  marketing + public relations evolved
EXAMPLE | SOCIAL MEDIA MAP |
                                      original content
                                origin...
EXAMPLE | SOCIAL MEDIA MAP |
                                      original content
                                origin...
EXAMPLE | SOCIAL MEDIA MAP |
                                      original content
                                origin...
EXAMPLE | SOCIAL MEDIA MAP |
                                      original content
                                origin...
EXAMPLE | SOCIAL MEDIA MAP |
                                      original content
                                origin...
THE NEW PR | FURTHER READING / RESOURCES |




comet                                        marketing + public relations e...
THE NEW PR | FURTHER READING / RESOURCES |

 •   Todd Defren. Principal Shift Communications [PR-Squared.com]




comet   ...
THE NEW PR | FURTHER READING / RESOURCES |

 •   Todd Defren. Principal Shift Communications [PR-Squared.com]
 •   Jason F...
THE NEW PR | FURTHER READING / RESOURCES |

 •   Todd Defren. Principal Shift Communications [PR-Squared.com]
 •   Jason F...
THE NEW PR | FURTHER READING / RESOURCES |

 •   Todd Defren. Principal Shift Communications [PR-Squared.com]
 •   Jason F...
THE NEW PR | FURTHER READING / RESOURCES |

 •   Todd Defren. Principal Shift Communications [PR-Squared.com]
 •   Jason F...
THE NEW PR | FURTHER READING / RESOURCES |

 •   Todd Defren. Principal Shift Communications [PR-Squared.com]
 •   Jason F...
THE NEW PR | FURTHER READING / RESOURCES |

 •   Todd Defren. Principal Shift Communications [PR-Squared.com]
 •   Jason F...
THE NEW PR | FURTHER READING / RESOURCES |

 •   Todd Defren. Principal Shift Communications [PR-Squared.com]
 •   Jason F...
THE NEW PR | FURTHER READING / RESOURCES |

 •   Todd Defren. Principal Shift Communications [PR-Squared.com]
 •   Jason F...
*all enclosed content confidential + copyright ©2009 comet branding llc




a milwaukee-based progressive branding, marketi...
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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 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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Transcript of "Bringing it all together for PR + Social Media Success PR 2.0"

  1. 1. + pr 1
  2. 2. Bringing it all together for PR+Social Media Success comet marketing + public relations evolved
  3. 3. LEADERSHIP | comet marketing + public relations evolved
  4. 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. 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. 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. 7. OBJECTIVES | comet marketing + public relations evolved
  8. 8. OBJECTIVES | • Combine a traditional approach to PR with Social Media activities. comet marketing + public relations evolved
  9. 9. OBJECTIVES | • Combine a traditional approach to PR with Social Media activities. • Social media can bolster PR. comet marketing + public relations evolved
  10. 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. 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. 12. comet marketing + public relations evolved
  13. 13. A Realist's Guide to the Most Successful Social Strategies comet marketing + public relations evolved
  14. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 25. WHAT IS | PUBLIC RELATIONS | comet marketing + public relations evolved
  26. 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. 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. 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. 29. WHAT IS | PUBLIC RELATIONS | comet marketing + public relations evolved
  30. 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. 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. 32. WHAT IS | SOCIAL MEDIA? | comet marketing + public relations evolved
  33. 33. WHAT IS | SOCIAL MEDIA? | • Content created by people using highly accessible and scalable publishing technologies. comet marketing + public relations evolved
  34. 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. 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. 36. WHAT IS | SOCIAL MEDIA? | comet marketing + public relations evolved
  37. 37. WHAT IS | SOCIAL MEDIA? | • A shift from monologues to dialogues and conversations. comet marketing + public relations evolved
  38. 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. 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. 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. 41. WHAT IS | SOCIAL MEDIA’S IMPACT ON PR ? | comet marketing + public relations evolved
  42. 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. 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. 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. 45. WHAT IS | SOCIAL MEDIA’S IMPACT ON PR ? | comet marketing + public relations evolved
  46. 46. WHAT IS | SOCIAL MEDIA’S IMPACT ON PR ? | comet marketing + public relations evolved
  47. 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. 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. 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. 50. WHAT IS | SOCIAL MEDIA POWER ? | comet marketing + public relations evolved
  51. 51. WHAT IS | SOCIAL MEDIA POWER ? | People want to be treated like people. comet marketing + public relations evolved
  52. 52. PR vs. PR 2.0 | Elements | comet marketing + public relations evolved
  53. 53. PR vs. PR 2.0 | Elements | TRADITIONAL PR (one-way) comet marketing + public relations evolved
  54. 54. PR vs. PR 2.0 | Elements | TRADITIONAL PR (one-way) PR 2.0 (two-way) comet marketing + public relations evolved
  55. 55. PR vs. PR 2.0 | Elements | TRADITIONAL PR (one-way) PR 2.0 (two-way) ‣ news release comet marketing + public relations evolved
  56. 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. 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. 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. 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. 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. 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. 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. 63. PR vs. PR 2.0 | Characteristics | comet marketing + public relations evolved
  64. 64. PR vs. PR 2.0 | Characteristics | TRADITIONAL PR comet marketing + public relations evolved
  65. 65. PR vs. PR 2.0 | Characteristics | TRADITIONAL PR PR 2.0 comet marketing + public relations evolved
  66. 66. PR vs. PR 2.0 | Characteristics | TRADITIONAL PR PR 2.0 ‣ one to many / shotgun comet marketing + public relations evolved
  67. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 82. PR + PR 2.0 | HOW ARE THEY SIMILAR ? | PR PR 1.0 2.0 comet marketing + public relations evolved
  83. 83. PR + PR 2.0 | HOW ARE THEY SIMILAR ? | storytelling PR PR 1.0 2.0 comet marketing + public relations evolved
  84. 84. PR + PR 2.0 | HOW ARE THEY SIMILAR ? | storytelling communications PR PR 1.0 2.0 comet marketing + public relations evolved
  85. 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. 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. 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. 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. 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. 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. 91. PR vs. PR 2.0 | comet marketing + public relations evolved
  92. 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. 93. PITCH PLANNING | SOCIAL MEDIA comet marketing + public relations evolved
  94. 94. PITCH PLANNING | SOCIAL MEDIA • No longer have to rely on tools like Cision, Vocus for everything comet marketing + public relations evolved
  95. 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. 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. 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. 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. 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. 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. 101. PR 2.0 | PLEASE DON’Ts comet marketing + public relations evolved
  102. 102. PR 2.0 | PLEASE DON’Ts • Spam journalists or bloggers through Twitter comet marketing + public relations evolved
  103. 103. PR 2.0 | PLEASE DON’Ts • Spam journalists or bloggers through Twitter • Over-pimp your clients’ content comet marketing + public relations evolved
  104. 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. 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. 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. 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. 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. 109. TRADITIONAL PR | LIFELINE | comet marketing + public relations evolved
  110. 110. TRADITIONAL PR | LIFELINE | comet marketing + public relations evolved
  111. 111. TRADITIONAL PR | LIFELINE | comet marketing + public relations evolved
  112. 112. TRADITIONAL PR | LIFELINE | comet marketing + public relations evolved
  113. 113. TRADITIONAL PR | LIFELINE | STORY IDEA comet marketing + public relations evolved
  114. 114. TRADITIONAL PR | LIFELINE | STORY IDEA comet marketing + public relations evolved
  115. 115. TRADITIONAL PR | LIFELINE | STORY WRITE IDEA STORY comet marketing + public relations evolved
  116. 116. TRADITIONAL PR | LIFELINE | STORY WRITE IDEA STORY comet marketing + public relations evolved
  117. 117. TRADITIONAL PR | LIFELINE | STORY WRITE DISTRIBUTE IDEA STORY STORY comet marketing + public relations evolved
  118. 118. TRADITIONAL PR | LIFELINE | STORY WRITE DISTRIBUTE IDEA STORY STORY comet marketing + public relations evolved
  119. 119. TRADITIONAL PR | LIFELINE | STORY WRITE DISTRIBUTE PITCH IDEA STORY STORY STORY comet marketing + public relations evolved
  120. 120. TRADITIONAL PR | LIFELINE | STORY WRITE DISTRIBUTE PITCH IDEA STORY STORY STORY comet marketing + public relations evolved
  121. 121. TRADITIONAL PR | LIFELINE | STORY WRITE DISTRIBUTE PITCH MEDIA IDEA STORY STORY STORY COVERAGE comet marketing + public relations evolved
  122. 122. TRADITIONAL PR | LIFELINE | STORY WRITE DISTRIBUTE PITCH MEDIA IDEA STORY STORY STORY COVERAGE comet marketing + public relations evolved
  123. 123. TRADITIONAL PR | LIFELINE | STORY WRITE DISTRIBUTE PITCH MEDIA PUBLIC IDEA STORY STORY STORY COVERAGE comet marketing + public relations evolved
  124. 124. PR LIFELINE | EVOLUTION | comet marketing + public relations evolved
  125. 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. 126. TRADITIONAL PR | LIFELINE ( pre-event ) comet marketing + public relations evolved
  127. 127. TRADITIONAL PR | LIFELINE ( pre-event ) comet marketing + public relations evolved
  128. 128. TRADITIONAL PR | LIFELINE ( pre-event ) comet marketing + public relations evolved
  129. 129. TRADITIONAL PR | LIFELINE ( pre-event ) comet marketing + public relations evolved
  130. 130. TRADITIONAL PR | LIFELINE ( pre-event ) comet marketing + public relations evolved
  131. 131. TRADITIONAL PR | LIFELINE ( pre-event ) comet marketing + public relations evolved
  132. 132. TRADITIONAL PR | LIFELINE ( pre-event ) comet marketing + public relations evolved
  133. 133. TRADITIONAL PR | LIFELINE ( pre-event ) comet marketing + public relations evolved
  134. 134. TRADITIONAL PR | LIFELINE ( pre-event ) STORY IDEA comet marketing + public relations evolved
  135. 135. TRADITIONAL PR | LIFELINE ( pre-event ) STORY IDEA comet marketing + public relations evolved
  136. 136. TRADITIONAL PR | LIFELINE ( pre-event ) STORY WRITE IDEA STORY comet marketing + public relations evolved
  137. 137. TRADITIONAL PR | LIFELINE ( pre-event ) STORY WRITE IDEA STORY comet marketing + public relations evolved
  138. 138. TRADITIONAL PR | LIFELINE ( pre-event ) STORY WRITE DISTRIBUTE IDEA STORY traditional comet marketing + public relations evolved
  139. 139. TRADITIONAL PR | LIFELINE ( pre-event ) STORY WRITE DISTRIBUTE IDEA STORY traditional comet marketing + public relations evolved
  140. 140. TRADITIONAL PR | LIFELINE ( pre-event ) STORY WRITE DISTRIBUTE PITCH IDEA STORY traditional STORY comet marketing + public relations evolved
  141. 141. TRADITIONAL PR | LIFELINE ( pre-event ) STORY WRITE DISTRIBUTE PITCH IDEA STORY traditional STORY comet marketing + public relations evolved
  142. 142. TRADITIONAL PR | LIFELINE ( pre-event ) STORY WRITE DISTRIBUTE PITCH MEDIA IDEA STORY traditional STORY COVERAGE comet marketing + public relations evolved
  143. 143. TRADITIONAL PR | LIFELINE ( pre-event ) STORY WRITE DISTRIBUTE PITCH MEDIA IDEA STORY traditional STORY COVERAGE comet marketing + public relations evolved
  144. 144. TRADITIONAL PR | LIFELINE ( pre-event ) STORY WRITE DISTRIBUTE PITCH MEDIA PUBLIC IDEA STORY traditional STORY COVERAGE comet marketing + public relations evolved
  145. 145. TRADITIONAL PR | LIFELINE ( pre-event ) STORY WRITE DISTRIBUTE PITCH MEDIA PUBLIC IDEA STORY traditional STORY COVERAGE comet marketing + public relations evolved
  146. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 158. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | comet marketing + public relations evolved
  159. 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. 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. 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. 162. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | comet marketing + public relations evolved
  163. 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. 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. 165. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | comet marketing + public relations evolved
  166. 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. 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. 168. WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY | comet marketing + public relations evolved
  169. 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. 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. 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. 172. THE MOST POWERFUL TOOL | IN PR 2.0 | comet marketing + public relations evolved
  173. 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. 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. 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. 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. 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. 178. THE NEW PR | FURTHER READING / RESOURCES | comet marketing + public relations evolved
  179. 179. THE NEW PR | FURTHER READING / RESOURCES | • Todd Defren. Principal Shift Communications [PR-Squared.com] comet marketing + public relations evolved
  180. 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. 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. 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. 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. 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. 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. 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. 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. 188. *all enclosed content confidential + copyright ©2009 comet branding llc a milwaukee-based progressive branding, marketing + public relations agency
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