Active Listening as a PR Tool

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We tend to talk about monitoring social media in terms of reputation management or customer service. Active listening is also a PR tool. This presentation offers case studies illustrating how listening generated media placements.

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Active Listening as a PR Tool

  1. 1. a fresh approach to best practices: Active Listening Heather Whaling heather@gebencommunication.com prtini.com • @prTini#PRNedu • @prTini
  2. 2. Trend-Spotting Old PR: Monitor newspapers, magazines to find story hooks to piggyback Problem: Stories are already dated New Solution: Keyword searches on Twitter to uncover emerging trends#PRNedu • @prTini
  3. 3. tweetable tip: Create Twitter keyword searches to ID new pitching opps Small business + innovation #SmBiz + innovation#PRNedu • @prTini
  4. 4. tweetable tip: Create Twitter keyword searches to ID new pitching opps#PRNedu • @prTini
  5. 5. tweetable tip: Pitch a local angle to a national trend.#PRNedu • @prTini
  6. 6. Result: High-Profile, Local Story#PRNedu • @prTini
  7. 7. tweetable tip: Monitor reporters to spot timely media opportunities • Better targeting • Access to reporters before, during and after the pitching process • Tip: Create Twitter lists to track key reporters#PRNedu • @prTini
  8. 8. social fuels content marketing & business outcomes#PRNedu • @prTini
  9. 9. Challenge: Launch a new social media management tool, targeting key niches (sports, retail, restaurants) Strategy: • Media/blogger outreach • Content marketing • Social media#PRNedu • @prTini
  10. 10. Media/blogger outreach: • Target tech media & trade pubs in key verticals • Embargoed product launch • Guest posts on visual storytelling, fan engagement • Data-driven stories#PRNedu • @prTini
  11. 11. Timely infographics• Mashable, Yahoo! Sports, ESPN.com• Increased traffic 360%• 50+ viable leads• Opened doors in sports vertical#PRNedu • @prTini
  12. 12. Social Media: • Visual storytelling resource • Twitter chats • Target brand managers at sports, retail, restaurants Overall Results: • Customer growth exceeded expectations • Working on big partnerships • Major news coming this fall … stay tuned!#PRNedu • @prTini
  13. 13. Heather Whaling • @prTini heather@gebencommunication.com subscribe: bit.ly/prTini Disrupt the status quo. Build awareness. Acquire customers. Excel in the social world. Increase sales. Innovate best practices.#PRNedu • @prTini

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