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Public Relations & Social Media Marketing Essentials for Teaching Professionals
- 1. Part 1: Public Relations & Social Media Marketing Essentials For Teaching Professionals
- 2. Welcome Howard Brodwin Sports and Social Change Cause Marketing | Corporate Social Responsibility | Social Enterprise
- 3. Public Relations “If I was down to my last dollar, I’d spend it on Public Relations.”
- 4. Public Relations “If I was down to my last dollar, I’d spend it on Public Relations.” ~ Bill Gates
- 5. Public Relations Expand your Definition of Media Paid Advertising Earned Public Relations Reviews Word of Mouth Owned Social Media Email Blog
- 7. Public Relations Understanding Earned Media It’s what is said about the brand that cannot be controlled by the brand.
- 8. Public Relations Understanding Earned Media Public Relations success comes from: • Creating newsworthy stories • Announcing accomplishments & milestones • Introducing new products or services • Highlighting your expertise
- 9. Public Relations Understanding Earned Media Find the Story: • Why should the press - or the public - care about what you’re doing? • Do you have an interesting story of how you got started in the sport? • Are you doing something unique in the community around golf?
- 10. Public Relations Understanding Earned Media Time Sensitive Events • Introducing a new lesson program? • Are you doing something around a specific holiday/event/time of year? • Can you tie-in with a current event?
- 11. Public Relations Understanding Earned Media Press Releases are saturating the market: • Over 1,800 press releases issued every business day through top 3 wire services. • Each press release costs anywhere from $250 to $1,000 or more to distribute.
- 12. Public Relations Understanding Earned Media
- 13. Public Relations Understanding Earned Media What does your audience watch/read/listen to? • Print - Magazines/Newspapers/Weeklies • Digital - Online/Mobile/Newsletters/Blogs • Radio - AM/FM/Satellite/Digital • Television - Local Network Affiliates • Events & Conferences - Speakers/Panels
- 14. Public Relations Understanding Earned Media Building a Media List • Find the Story first • Then identify the Outlets / Reporters • Get contact info: email/phone/twitter/fax (on the masthead, in bylines, at the end of articles) • Gather data: circulation/audience size, frequency, editorial calendar, pitch format
- 15. Public Relations Understanding Earned Media Creating the Pitch
- 16. Public Relations Understanding Earned Media Creating the Pitch: Importance = Newsworthy Is this important to anyone in the world outside of these walls?
- 17. Public Relations Understanding Earned Media Creating the Pitch: Local Vs. National Sometimes the Ventura County Star is more important than USA Today
- 18. Public Relations Understanding Earned Media Creating the Pitch: Who Cares??? • Just because you sent it, doesn't mean they're going to write about it; issue the release to reporters that are going to care. “A reporter working at a small local paper received 80 press releases in one day – of which only 2 were relevant to what his paper covers.” ~ Jeremy Porter, Journalistics.com
- 19. Public Relations Understanding Earned Media Creating the Pitch: EXERCISE “My recent news is…” What have you been doing in the past few months?
- 20. Public Relations Understanding Earned Media Creating the Pitch: Writing Tips • Keep it short, simple and to the point • Headline: 80-120 Characters • 1st Paragraph should address the Who/What/Why/When/Where? • Stay around 500 - 700 words, if possible
- 21. Public Relations Understanding Earned Media Creating the Pitch: Writing Tips • Who/What/Why/When/Where
- 22. Public Relations Understanding Earned Media Creating the Pitch: Writing Tips • Include contact info: Phone/Email/Website • Proofread. Then proofread AGAIN. • Have a boilerplate "About _______” • Employ bullet points to highlight key points
- 23. Public Relations Understanding Earned Media What to pitch: Write a “Guest Article/Post” • Local Newspaper/Website/Blogger • Be specific - Have a topic • Why is this beneficial for their audience? • Don't be overly self-serving • Stay within guidelines - length/word count • Proofread
- 24. Public Relations Understanding Earned Media What to pitch: Get on TV or Talk Radio • You are a resource / local expert on Golf • Local morning shows tend to need content • Be "camera-ready" or "microphone-ready” • Speak in sound bites • Cross promote via Owned Media platforms
- 25. Public Relations Understanding Earned Media What to pitch: Provide Tips to the Media • How to get ready for golf season • How to work on your swing in the winter • 5 Stretches for golfers • Top 10 courses to play in ___________. • Top 10 "bucket list" courses
- 26. Public Relations Understanding Earned Media Creating the Pitch: Writing Tips • DO NOT use exaggerated words: Amazing, Revolutionary, Awesome, Fantastic, Ground-Breaking • DO NOT send attachments, unless asked • DO NOT call repeatedly to follow up • DO NOT send the same press release twice
- 27. Public Relations Understanding Earned Media - Resources Press Release Distribution • PR Newswire • PRWeb.com / Vocus • PitchEngine.com • TV News Assignment Desks • MuckRack.com
- 28. Public Relations Reviews / Word of Mouth Online Review Sites / Social Media • Maintain a current profile • Engage with reviewers • Try to resolve customer service issues
- 29. Public Relations
- 30. Public Relations Reviews / Word of Mouth
- 31. Social Media Understanding Owned Media
- 32. Social Media Expand your Definition of Media Paid Advertising Earned Public Relations Reviews Word of Mouth Owned Social Media Email Blog
- 33. Social Media Understanding Owned Media Defining Social Media Consumer generated media and the tools & practices people use to share opinions, insights, experiences and perspectives.
- 34. Social Media Understanding Owned Media Define Social Media • Platforms: Facebook/Twitter/Linkedin • Photo/Video: Instagram/Pinterest/Vine • Aggregator: RebelMouse/Scoop.it/TagBoard • Consumer Reviews: Yelp • Wikis: user-curated Guide/Directory
- 35. Social Media Understanding Owned Media
- 36. Social Media Understanding Owned Media Goals Audience Tools
- 37. Social Media Understanding Owned Media - Goals Define specific, actionable, reasonable goals Are you trying to: • Become the voice of “golf” in your community? • Develop interest around lessons or learning to play? • Drive relevant & targeted traffic to your website? • Build a community through story and content? • Generate registration to events? • Attract & engage more customers?
- 38. Social Media Understanding Owned Media - Audience Find the channels/platforms that make the most sense to reach your audience:
- 39. Social Media
- 40. Social Media Understanding Owned Media - Audience Where is my audience? Everywhere! Among the 52% of Americans who use multiple social networks: • 73% (38% of the total) use three or more • 56% (29% of the total) use four or more • 40% (21% of the total) use five or more • 30% (16% of the total) use six or more 140 Proof and IPG Media Lab, 2014
- 41. Social Media Understanding Owned Media - Audience Where is my audience? Everywhere! • 72% of multiplatform users agreed that “different platforms are better suited to different interests of mine.” • 60% of respondents said they use different social platforms to connect with different types of people, media, and brands. 140 Proof and IPG Media Lab, 2014
- 42. Social Media Understanding Owned Media - Tools What tools are needed to CREATE & DISTRIBUTE content on Social Media? • Text: Facebook/Twitter/Google+/Linkedin • Photos & Graphics: Instagram/Pinterest/Tumblr • Video: YouTube/Vimeo/Vine/Instagram • Audio: Podcasts/Soundcloud
- 43. Social Media
- 44. Social Media Understanding Owned Media Based on your Goals, Audience & Tools… What social media platform makes the most sense for me?
- 45. Social Media Understanding Owned Media Blogs / Newsletters
- 46. Social Media Understanding Owned Media Blogs / Newsletters • Be Consistent • Have a Voice: Why should I read this? • Grow your audience thru other channels • Call to Action: Drive your readers to ____?
- 47. Social Media Understanding Owned Media Develop a Content Marketing Plan • What? Set Your Topics (Themes, Seasons, Holidays, Events) • When? Set a Schedule / Use a Calendar • Where? Appropriate Channels • How? Tools (HootSuite, Twitterfeed, Landing Pages, WordPress)
- 48. Social Media Understanding Owned Media Best Practices / Tips • Monitor keywords, #hashtags and trends relevant to golf and your community - stay informed and engaged • Test different copy/content - what’s working based on your goals • Vary your topics: Fun, insightful, topical, events, thought-provoking, themed
- 49. Social Media Understanding Owned Media Best Practices / Tips • Ask people to "please share" & "please RT" • Answer and thank EVERYONE - build trust and loyalty, make them feel appreciated • Have an open but moderated forum on your pages. Monitor and engage where necessary, delete obvious spam.
- 50. Social Media Understanding Owned Media Be a Golf “Expert” • Speaking Engagements • Events • Guest Blog Posts / Articles
- 51. Part 2: Grassroots/Event Marketing and Promotions Marketing Essentials For Teaching Professionals Wed 9/10/14 4:00pm PST
- 52. Thank you!