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Media Relations and Social Media Skills
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Media Relations and Social Media Skills



Powerpoint presentation for a leadership group in Oregon.

Powerpoint presentation for a leadership group in Oregon.



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  • to determine who is the big blog in your field. Find the top influencers in your industry, research them and move in for the kill.
  • Research has shown that consumers are often much more mistrusting about a message when they know it's a paid advertisement. 
  • Bullying issues…school safety…..breaking news—about ecoli outbreak--chance to pitch local grassfed cattle company or vegetarian company

Media Relations and Social Media Skills Media Relations and Social Media Skills Presentation Transcript

  • Presented by Jodi UnruhPresident of Jodi Unruh and Associates, LLC
  • Overview What is Public Relations (PR)  Benefits of PR  Changing Landscape  New Media  Traditional Media  Media Skills
  • PublicRelations (PR)PR is the practice of managing the flow of information between anorganization and its publics to enhanceits reputation and to maintain and create mutually beneficial relationships.
  • Flow of Information
  • Benefits of Public Relations Enhance the image and perception of your organization and company Portray your organization as involved, innovative and as an active community member Build brand awareness
  • Benefits of Public Relations Crisis Management Generate buzz Create credibility Increase search engine visibility and organic results Cost effective way to reach your target audiences
  • Internal Public RelationsPR within the organization tobuild good rapport amongits employees--staffhandbooks,meetings, luncheonsandnews releases
  • External Public RelationsPR to maintain favorablerelations with the public—holding conferences, sending press releases managing eventsand alumni groups
  • PR Campaign  Set objectives  Identify target audiences Identify messages for audiences
  • Get Your Message OutTraditional Media: Print, Radio and TelevisionImportant tools for PR, but traditional media has also been losing readership and viewership…
  • New Media: Online Communication
  • Create a Conversation Image Credit: Brian Solis
  • Listen, Learn, and Share Share information, educate, interact, and LISTEN Learn what your target markets want and need
  • Great Return on Investment (ROI)More efficient and cost-effective method to gather information about your target audience than surveys and focus group discussions.
  • Company Website Viral Business CenterImage Credit: M3NewMedia
  • Boost Your Website’s Ranking  Search Engine Optimization or SEO (Relevant Keywords) Create Back Links—get other websites and bloggers to link to you Best FREE online search engine for links: Open Site Explorer: www.opensiteexplorer.org
  • SEO TIP SearchEngines Love Content—keep it “fresh”!
  • Online Reputation  Research it  Put best foot forward Build and maintain online Reputation
  • Submit Quality Content  Blog  Press Releases Social Networking
  • QuickResponseCode(QR Code)QR codesenhance bothyour searchengine andsocial mediaoptimization
  • QR CodeWhen you scan or read a QR code with your iPhone,Android or other camera-enabled Smartphone youcan… 1. link to digital content on the web 2. activate a number of phone functions including email3. connect the mobile device to a web browser
  • QR Code for Facebook You can use likify tocreate a QR code that links your mobile device to a fully functioning LIKE button for your Facebook page.
  • Top Social Network Sites
  • Build BrandSource: Fred Cavazza
  • The CMO’s Guide tothe SocialLandscapeSOURCE:WWW.CMO.COM
  • SocialMediaStrengthsOutstandingway toestablishyourself as anexpert
  • The BreakdownImage Credit: AddToAny
  • Facebook No hard selling Be interesting—give people information they can use. Getting people to like, share and comment on your posts--will lead to viral distribution of your message.
  • 80-20 Rule80% educating and entertaining 20% promotional content
  • BloggersJournalistswrite facts, bloggers write opinions
  • Connect with Bloggers  Start a blog  Research bloggers  Connect  Aim to help  Respect
  • Reference Blog Directories  Alltop  Blog Catalog  Alexa  Technorati
  • Blog Services: BlogDash GroupHigh eCairnHelp you findrelevantinfluencers—then rate them,group them,contact them andfollow up.
  • Connect to Bloggers and Journalists
  • TraditionalMedia Still Matters
  • Mainstream Media Online“In many ways, the influence of traditionalmedia today can be measured by the volume and methods by which it spreads: Social media amplifies, rather than detracts from, its influence.” ~ Frank Strong, Director of PR, Vocus
  • News Coverage News coveragecan increase credibility and boost sales.
  • How toPitch aStory Create aNewsworthy Angle
  • Make it NewsworthyKnow what’s making headlines--reporters look for overall trends or emerging issues
  • Call, Fax or Email Pitch? Research the contacts preferred pitch methodRecent Study: 80% reporters prefer to pitch via e-mail
  • Prepared Pitch Create a targeted media list for your story Know your reporter and the publication Have stats and anecdotes ready to show how your product or company is tied to the bigger picture.
  • Prepared Pitch Be Exclusive Get Visual Suggest Interviews—make their job easy! Press kit Be Flexible
  • Timely Pitch Don’t call during reporter deadline hours Keep it concise develop a bulleted “fast facts” sheet Wait if breaking news hits Weekend or weekday story?
  • Pitch Follow Up Follow up with an email within 24 to 48 hours of the first pitch You can wait a week if thestory is timeless
  • Build Media Data BaseIt’s all about building relationships!
  • Public Relation’s Quote“If I was down to my last dollar, I’d spend it on public relations.” ~ Bill Gates, Founder & CEO of Microsoft
  • Skill Building Session Create some news angles for your PR objectives  Create a targeted media list Write a concise 30 second pitch for a reporter