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The new rules of publicity and public relations

The new rules of publicity and public relations



What are the new rules of media and social media? Find out. This slide deck shares information from Write2Market, an Atlanta B2B public relations firm, about how to approach journalists today.

What are the new rules of media and social media? Find out. This slide deck shares information from Write2Market, an Atlanta B2B public relations firm, about how to approach journalists today.



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    The new rules of publicity and public relations The new rules of publicity and public relations Presentation Transcript

    • The New Rules Of Publicity and Promotion
    • Over 1 million views on YouTube
    • What are we here to talk about?
      • How traditional media is evolving—and how to take advantage of these shifts to gain positive publicity
      • How to increase your sales by using low cost social media promotions
      • Which key questions you need to answer to nail a performing social media strategy
    • And who the heck am I?
      • Lisa Calhoun, CEO, Write2Market
      • Founded Write2Market in 2003
      • Leads team of top publicity thinkers and activists
      • Write2marketeers “create industry leaders”
      • Start Up Nation “Top Financial Performer”
      • Raised in family printing business
      • MBA, University of Texas
      • BA, Professional Writing, Baylor
      • Leads vision and strategy at Write2Market
        • Blog at www.lisacalhoun.com
        • Twitter at twitter.com/write2market
    • How do you reach them?
      • Companies don’t know how to go to market
      • More people.
      • Less connection?
        • Pew this year says 81% of people report they don’t know all their neighbors
        • UK report says young men prefer email and Facebook to sex
        • People work more than they sleep
    • Nielson 2010 Internet & Social Media Insights Study
      • 75% of US households use social media
      • The average US computer worker spends 5.5 hours accessing social media from work
        • The average US Internet user spends just 6.6 hours per month on social media
        • 22% of all online time is “social networking”
        • The world spends 2 hours per month with “google”—6 hours per month with “facebook”
    • Where do people spend time?
    • Where do people spend time?
    • Online is offline (web is pervasive)
    • Neilson Report 2010
      • Led by Facebook, Twitter, Global Time Spent on Social Media Sites up 82% Year over Year
    • Forrester North American Technographics Survey
      • -18% listening to radio
      • -17% reading newspapers
      • -6% reading magazines
      • +117% using internet
    • Rule #1. All media is marketing.
      • Social and traditional are the same.
    • Nothing new under the sun Old New Radio, Satellite radio Pandora, Bloomberg, NPR Broadcast TV TV on demand, Tivo, Apple TV, You Tube Magazines Blogs Newspapers Twitter
    • Where do you meet your market? Blogs Newsletters Magazines
    • 2 in 3 media jobs are gone
      • Reporters
      • Journalists
      • Proofers
      • Editors
      • Columnists
      • Analysts
    • The difference?
      • It’s a lot easier to break into the news now that the gate keepers are no longer there.
    • 2010 Harris Poll
      • Among more than 2,000 online adults surveyed, 77 percent said they wouldn't pay anything to read a newspaper's stories on the Web. 
    • George Washington/Cision Study
      • The Middleberg/SNCR study found that nearly 70% of journalists surveyed are using social networking sites
      • Nearly half are using Twitter
      • Source link
    • George Washington/Cision Study
      • Earlier this month, Cision and Don Bates of GWU found that  89% of journalists source stories from blogs .  
    • Rule #2. Show up for coverage.
      • Reporters use social media.
    • Losing voice to competitors?
      • “ Many do not yet understand the true scope and depth of these new communications tools for journalistic usage.
      • As a result, some companies are losing share of voice among journalists to their competitors.
      • Social media presents a new opportunity to communicate and develop relationships with a whole new generation of journalists through these new channels of choice.”
      • SNCR Senior Fellow Don Middleberg
    • User generated content rules
      • “ I think the future is likely going to be that in every media segment there has to be a symbiotic relationship between editor and reader,” Britannica 's president, Jorge Cauz  told the New York Times newspaper .
    • Pew: “Understanding the Participatory News Consumer” 3/2010
      • 75% who find news online get it either forwarded through e-mail or posts on social networking sites
      • 52% forward the news through those means
      • 37% have participated in news creation through comments, tags
    • The “information economy”
      • Fewer journalists
      • More niche news sites
      • = More news to report
      • User generated content is the only economical solution.
      • Your company just got recruited to write the news.
    • Rule #3. Write your own news
      • User-generated content gets read…
    • Top places to write your own news
      • Facebook
      • LinkedIn
      • Twitter
    • Rule #4. Participate.
      • You want to be talked about?
    • What are you best at?
      • Grab your niche
      • Create content you can stand behind
      • Everyone is an expert at something
    • Where to find journalists
      • HARO
      • Twitter (following)
    • Magazine.org
    • The usefulness of media Media Why use it? Twitter Finds reporters online Twitter Constant updates in rapidly changing industries Trade journals Depth coverage among qualified buyers, experts. Great depth, small reach Popular magazines Serious audience scalability—big reach (little depth) TV Enormous reach, shallow depth Facebook Great niche advertising, especially to niche groups, women, older, etc. “connections and relationships” LinkedIn Beloved of sales people. Do salespeople buy your stuff? News Enormous market reach (short attention span) Blogs Develop a special interest group or following. Insane depth. Small locus.
    • Rule #5. Pick the right medium.
      • Do what you can—start where you understand .
    • The usefulness of media Media Best break-in strategy Trade journals Contact the editor about upcoming issues as revealed by their editorial calendar. It’s that easy. Popular magazines Develop a twitter feed about the subject, develop thought leadership, and contact the appropriate column (often columnists are unpaid) TV Professional pitch, relationship with producer, or disaster you can comment on (Haiti story) Facebook Invest substantial time. LinkedIn Aggressively feed the beast using the contacts of your company’s team Twitter Use five pronged approach outlined later in this presentation to blast, create followers, and feed
    • Where’s your audience? Audience Often spotted at… Engineers, professionals Trade journals, blogs, news forums Moms, consumers, buyers Blogs, Facebook, popular magazines, TV Corporate volume buyers, b2b buyers Trade journals, LinkedIn Teens, Millenials Video, internet radio, Facebook, MySpace, Twitter Older audience Newspaper, special interest magazines, TV
    • Amy Portman, Social Media Queen
      • Twitter is a drive-by platform. Most people login for 10-20 minutes at a time and unless they see your tweet in that time, chances are they will never see it. Unless you repeat yourself.
      • Guy Kawasaki repeats his tweets four times with at least several hours in between.
      • I repeat my tweets every few days but do not limit myself to four.
    • Driving sales with social media Medium How to use it for sales Facebook Create awareness Scoutmob, Groupon (costs money) Drive foot traffic or couponing in local areas Twitter Lead generation through following, direct messages on promotions, create awareness LinkedIn Drive inquiries through discussion posts, event posts, and article posts YouTube Drive awareness and higher search rankings
    • Twitter dominance in 5 steps
      • www.blastfollow.com - follow 100 people at a time
      • www.tweepi.com – unfollow those who don’t follow you back
      • www.twaiter.com – schedule tweets
      • www.tweetdeck.com – organize your followers
      • www.tweetchat.com – isolate chats based on subject (expressed in hash tag)
    • Search is your friend
      • Starting on Twitter is smart because it reaches a number of audiences for sales goals
      • After that, reaching reporters is easier because they like to follow Twitter feeds.
      • HARO is on Twitter.
      • After that—it’s up to you. Where’s your audience?
      • Find where they are—and go there.
      • You can get the tactics online easily.
    • 10% off top social media event
      • Want more depth?
        • Attend LIFT SUMMIT, Atlanta, Sept. 23
        • Get 10% off with registration code w2m2010.
    • Stay in touch
      • Lisa Calhoun, CEO, Write2Market
      • Twitter.com/write2market
      • Blog at www.lisacalhoun.com
      • Company site at www.write2market.com