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a fresh approach to PR best practices:                Why Social Media is a Must                                          ...
Image credit: SarahEvans (Instagram), #reFrame#SMCColumbus • @prTini
tweetable tip:Want a seat at the table? Be smarter. Deliver amazing results.#SMCColumbus • @prTini
innovate best practices    Integrating Traditional and Digital PR                         Photo source: http://www.flickr....
Reimagine Media Relations#SMCColumbus • @prTini
Trend-Spotting     Old PR: Monitor newspapers, magazines to     find story hooks to piggyback     Problem: Stories are alr...
Small business + innovation                         #SmBiz + innovation#SMCColumbus • @prTini
tweetable tip:  Create Twitter keyword searches to ID new pitching opps#SMCColumbus • @prTini
tweetable tip:         Localize national trends. Elevate local trends.#SMCColumbus • @prTini
tweetable tip:     Monitor reporters to spot timely media opportunities  •  Tip: Create Twitter lists to     track key rep...
Socialize Launches#SMCColumbus • @prTini
tweetable tip:                Normal people don’t speak “AP”     •  News releases are for media.        –  To reach a broa...
#SMCColumbus • @prTini
Anatomy of a Social Launch     •  Tweet a teaser     •  News release distribution     •  Post photo of release        bein...
tweetable tip:       Social + PR: Increase, extend & amplify launches.     “UFC and Fox Sports leveraged real-time     con...
Generate Viable Leads#SMCColumbus • @prTini
Challenge: Launch a new social media  management tool, targeting key niches  (sports, retail, restaurants)  Strategy:   • ...
Media/blogger outreach:  •  Target tech media & trade     pubs in key verticals  •  Embargoed product launch  •  Guest pos...
Timely infographics•  Mashable, Yahoo!   Sports, ESPN.com•  Increased traffic 360%•  50+ viable leads•  Opened new doors i...
Social Media: •  Visual storytelling    resource •  Twitter chats •  Target brand    managers at sports,    retail, restau...
Build & Sustain Online Communities#SMCColumbus • @prTini
“You have to earn the right to sell     something in the same way you earn the     right to ask a friend a favor.”     – R...
tweetable tip:You have to BUILD a community before you can ACTIVATE it.#SMCColumbus • @prTini
be a know-it-all                            Be a know-it-allresource: prtini.com/know-it-all/#SMCColumbus • @prTini Photo ...
Heather Whaling • @prTini                         heather@gebencommunication.com                                     subsc...
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PR 2.0: Why Social Media is a Must with Heather Whaling 10.29.12

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Heather Whaling, President of Geben Communication, presented PR 2.0: Why Social Media is a Must with Heather Whaling for SMCColumbus on October 29, 2012.

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Transcript of "PR 2.0: Why Social Media is a Must with Heather Whaling 10.29.12"

  1. 1. a fresh approach to PR best practices: Why Social Media is a Must Heather Whaling heather@gebencommunication.com prtini.com • @prTini#SMCColumbus • @prTini
  2. 2. Image credit: SarahEvans (Instagram), #reFrame#SMCColumbus • @prTini
  3. 3. tweetable tip:Want a seat at the table? Be smarter. Deliver amazing results.#SMCColumbus • @prTini
  4. 4. innovate best practices Integrating Traditional and Digital PR Photo source: http://www.flickr.com/photos/will-lion/2636903303/#SMCColumbus • @prTini
  5. 5. Reimagine Media Relations#SMCColumbus • @prTini
  6. 6. 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#SMCColumbus • @prTini
  7. 7. Small business + innovation #SmBiz + innovation#SMCColumbus • @prTini
  8. 8. tweetable tip: Create Twitter keyword searches to ID new pitching opps#SMCColumbus • @prTini
  9. 9. tweetable tip: Localize national trends. Elevate local trends.#SMCColumbus • @prTini
  10. 10. tweetable tip: Monitor reporters to spot timely media opportunities •  Tip: Create Twitter lists to track key reporters •  Better targeting •  Access to reporters before, during and after the pitching process#SMCColumbus • @prTini
  11. 11. Socialize Launches#SMCColumbus • @prTini
  12. 12. tweetable tip: Normal people don’t speak “AP” •  News releases are for media. –  To reach a broader audience, get creative!#SMCColumbus • @prTini
  13. 13. #SMCColumbus • @prTini
  14. 14. Anatomy of a Social Launch •  Tweet a teaser •  News release distribution •  Post photo of release being sent •  Press conference •  Livestream (UStream & Facebook •  Online conversations#SMCColumbus • @prTini
  15. 15. tweetable tip: Social + PR: Increase, extend & amplify launches. “UFC and Fox Sports leveraged real-time conversations when fans were most engaged to increase their social footprint, extend reach of the news and amplify their message. The result: a deeply integrated, syndicated and cross-promotional Social PR win.” (Source: Digital Royalty)#SMCColumbus • @prTini
  16. 16. Generate Viable Leads#SMCColumbus • @prTini
  17. 17. Challenge: Launch a new social media management tool, targeting key niches (sports, retail, restaurants) Strategy: •  Media/blogger outreach •  Content marketing •  Social media#SMCColumbus • @prTini
  18. 18. Media/blogger outreach: •  Target tech media & trade pubs in key verticals •  Embargoed product launch •  Guest posts on visual storytelling, fan engagement •  Data-driven stories#SMCColumbus • @prTini
  19. 19. Timely infographics•  Mashable, Yahoo! Sports, ESPN.com•  Increased traffic 360%•  50+ viable leads•  Opened new doors in sports vertical#SMCColumbus • @prTini
  20. 20. 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 winter … stay tuned!#SMCColumbus • @prTini
  21. 21. Build & Sustain Online Communities#SMCColumbus • @prTini
  22. 22. “You have to earn the right to sell something in the same way you earn the right to ask a friend a favor.” – Renegades Write the Rules#SMCColumbus • @prTini
  23. 23. tweetable tip:You have to BUILD a community before you can ACTIVATE it.#SMCColumbus • @prTini
  24. 24. be a know-it-all Be a know-it-allresource: prtini.com/know-it-all/#SMCColumbus • @prTini Photo credit: http://www.flickr.com/photos/jdhancock/5173498203/sizes/z/
  25. 25. 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.#SMCColumbus • @prTini
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