Tips for PR professionals to use social media to connect with influencers, for digital public relations, connecting with journalists and personal branding.

1. Social Media 101 For PR
By: Erin Richards-Kunkel

2. TAKEAWAYS:
• SOCIAL MEDIA IS CHANGING HOW JOURNALISTS
RESEARCH, REPORT AND BREAK NEWS
• JOURNALISTS/WRITERS/INFLUENCERS ARE BRANDING
THEMSELVES ONLINE THROUGH SOCIAL MEDIA
• PUBLIC RELATIONS JOB DESCRIPTION HAS CHANGED;
SOCIAL MEDIA AND DIGITAL MARKETING SAVVY IS OFTEN
REQUIRED
• THINK LIKE A JOURNALIST/PUBLISHER =THINK LIKE A
MARKETER

3. CHANGE IN THE NEWS CYCLE:

4. JOURNALISTS AS BRANDS:
• INVEST IN PLACES TO CREATE RELATIONSHIPS WITH WRITERS
• TWITTER
• LINKEDIN
• MUCKRACK

5. THE CHANGING REQUIREMENTS OF PR:
• PUBLIC REALATIONS PROFESSIONALS
NEED TO DEMONSTRATE CORE SOCIAL
MEDIA SKILLS

6. THE CHANGING REQUIREMENTS OF PR:
• PUBLIC REALATIONS PROFESSIONALS
OFTEN NEED TO DEMONSTRATE CORE
SOCIAL MEDIA SKILLS
• DEVELOPING SOCIAL MEDIA STRATEGIES
• SOCIAL MEDIA COMPONENTS FOR PR CAMPAIGNS
• COMMUNITY AND CRISIS MANAGEMENT
• SOCIAL MEDIA ANALYTICS

7. THINK LIKE A JOURNALIST =THINK LIKE A MARKETER

8. • STRUGGLES FOR
JOURNALISTS/PUBLISHERS
• EYES ON CONTENT
• GOOD HEADLINES
• ACCURACY
• VIEWS
• ADVERTISERS
• COMPETITON
THINK LIKE A JOURNALIST = THINK LIKE A MARKETER
• STRUGGLES FOR MARKETERS
• EYES ON CONTENT
• ENGAGING
• BRAND AWARENESS
• CUSTOMERS
• COMPETITON

9. TIPS FOR PR PROS (USING SOCIAL MEDIA)
• START WITH “SOCIAL LISTENING”
• TRACK CRITICAL KEYWORDS ACROSS WEB TO SEE WHAT USERS ARE
SAYING ABOUT YOUR BRAND AND ANALYZE “SENTIMENT”
• TOOLS:
• GOOGLE ALERTS
• SOCIAL MENTION
• TOPSY.COM
• MUCKRACK
• TRACKUR

10. TIPS FOR PR PROS (USING SOCIAL MEDIA)
• KEEP AN EYE ON POTENTIAL OPPORTUNITIES FOR
YOUR BRAND
• HARO (HELP A REPORTER OUT)
• BLOGS AND GUEST BLOGS

11. TIPS FOR PR PROS (USING SOCIAL MEDIA)
• CREATE SOCIAL MEDIA TIE-INS FOR MEDIA AND PRESS
• TWEETABLE AND SHAREABLE INFO (ALWAYS)
• BEHIND- THE- SCENES FOR INTERVIEWS
• TEASERS AND TUNE-INS FOR SOCIAL MEDIA
• VINE
• INSTAGRAM

12. CASE STUDY: INFLUENCER CAMPAIGN
• Goals: Generate buzz around brand, drive targeted followers on
Instagram, increase engagement
• Week-long campaign (4 posts)
• Generated +1,200 new targeted users
• + 280% increase in continued engagement
• ~ 200 comments/entries into contest
• Numerous buying signals consumer interest for follow-up

13. SOCIAL MEDIA OPPORTUNITIES (RIGHT NOW!)
• DEVELOPING PERSONAL SOCIAL MEDIA OUTLETS
• BLOGS AND BLOGGING
• INTERNSHIPS
• FREELANCE SOCIAL MEDIA
• TIPS:
• SOCIAL MEDIA MANAGEMENT DASHBOARDS (HOOTSUITE, TWEETDECK,
SPROUT SOCIAL)
• INDUSTRY TRENDS AND MAJOR SOURCES (MASHABLE, TECHCRUNCH,
BUSINESS INSIDER, JEFF BULLAS BLOG)
• WEBINARS

14. PERSONAL BRANDING AND SOCIAL MEDIA:
• Use social media profiles as professional outlets
• Brand your social media and engage in “thought-leader
activities”
• Twitter
• LinkedIn
• Blogs, vlogs and contributor content
• THINK BEFORE YOU POST/TWEET/UPDATE

15. PERSONAL BRANDING AND SOCIAL MEDIA:
WHAT NOT TO DO:

17. GOOD READS
• The New Normal For News
• The Dos and Don’ts of Pitching Journalists on Social Media (Mashable)
• The Rise of the Journalist as a Publisher

18. About Me:
Erin Richards-Kunkel is the Director of Social Media at
Excelerate Media, a social media marketing firm helping
businesses from startups to established brands take their
social media to the next level. Richards-Kunkel develops
dynamic and fully integrated social media presences that
connect and engage with audiences while telling the story
behind the brand. She is also a journalist covering social
media, business, leadership, culture, food, fashion and
local stories.
Connect with me:
Twitter @ErinSRichards
FB: FB.com/ErinRichardsKunkel
Website: exceleratemedia.com
Email: erin@exceleratemedia.com