Your SlideShare is downloading. ×
Strategic Communications and Personal Branding
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Strategic Communications and Personal Branding

895
views

Published on

Presentation given to Univ of Texas at San Antonio's CITE - Center for Innovation and Technology Entrepreneurship

Presentation given to Univ of Texas at San Antonio's CITE - Center for Innovation and Technology Entrepreneurship

Published in: Business

1 Comment
0 Likes
Statistics
Notes
  • Testing comment
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

No Downloads
Views
Total Views
895
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
69
Comments
1
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Strategic Communications & Personal Branding UTSA / CITE October 2, 2009
  • 2. About • PR guy for 25 years • Social Media for the last 4 years • Blogger with.... 4 blogs • Journalist.... contributing columnist “Express-News” • Content producer
  • 3. When I went to college • No PC - we used a typewriter • Research was done the Library • No Internet • No iPhone or wireless devices • No digital camera • Social Media did not exist
  • 4. Today • You can launch a company • Gain global media coverage • Create online communities • Connect with potential business partners • Create deal flow • Get funded • Build a company from your dorm or apt.
  • 5. Today • Introduce the mind-set of strategic communications - w/focus on PR - into your start-up • Address social media into how it could impact your start-up • Discuss personal branding in helping your start-up or your first job out of school
  • 6. The Basics • Have a focused and current message • Have an online press kit • Write to and for your audience(s) • Give yourself six months to see it work
  • 7. Typical Start-Up • Short on resources • Lack of funding for PR and Marketing • Focused on engineering • Assumes that the world will find us....
  • 8. You Need To... • Have the right message • the right people • the right media outlets • be persistent with outreach
  • 9. Perceptions of Doing PR • You have to • know someone • be an advertiser • do a press tour
  • 10. Process • Strategy • Messaging • Planning & Programming • Execution
  • 11. Do Your Homework... • Communications audit... • your space • your competitors • companies you want to be like
  • 12. Messaging Rules • Be clear • Be concise • Tell the truth • Back up your claims • Differentiate from your competitors • Disrupt their communications strategy
  • 13. Messaging • Use 3 - 5 key messages throughout • Make them concise • Make it memorable • Make sure everyone in the company buys into the messaging
  • 14. Communications Matrix Analysis Characteristic Competitor X Competitor Y Competitor Z Message(s) Position Differentiator Coverage
  • 15. Press Kit • Folder • Backgrounders • FAQ • Management Backgrounder • Press Release(s) • Application stories
  • 16. Basics of Media Relations • Ask your customers/partners what they read • Read the media and see what they write and about who • Scan the blogosphere and join the conversation
  • 17. Recap • Have a focused and current message • Have a current and focused list of contacts • Write to targeted media • Give yourself six months to make it work • Focus on a few wins • Embrace social media
  • 18. The Social Web
  • 19. Two Core Principles • #1. Does not substitute traditional PR; complements and becomes part of your overall communications strategy • #2. Must tie to messaging, strategy, metrics, business goals, etc • end result is that you should combine PR / Social Web to elevate communications strategies and get measurable results
  • 20. The Social Web: • how do your customers / partners / stakeholders / media, etc “socialize” in relation to your company on the Internet
  • 21. Going to the Social Web • Complements PR efforts • Gives your company or management a human voice • Impacts search results • Lets you be “found”
  • 22. static VS. active Web Site Brochures Press Releases Trade Show Booth
  • 23. How I’ve used the power of social web to get media coverage, gain credibility and demonstrate thought leadership as a pro- active consumer of AT&T’s three screen service offering
  • 24. trade business/financial broadcast radio
  • 25. YouTube -great way to pitch the media
  • 26. Re-purposing content... Industry leaders demonstrate N-trig technology
  • 27. Industry leaders demonstrate N-trig applications & product differentiation
  • 28. How To: How I watch Internet TV - U-verse and Internet TV
  • 29. Building an Eco-System Through Member Participation
  • 30. Thought leadership in VoIP Security
  • 31. Part II • Personal Branding...
  • 32. Branding YOU • Your brand is your best personal resume • If you understand the power of personal branding it will help you get a better job when you finish school • Branding really shows who you really are
  • 33. How I am branding Alan • Social Networks • Blogging I’m a mini broadcasting • Journalism network • Self PR • Photography • Videos
  • 34. My brand qualities • Expert in PR / Social Media • Focus on technology • Connected in Israel • Track record • Having fun • Music stuff • Human / Real
  • 35. What about you? • Student leader • Innovator • Collaborator • First mover • Entrepreneur • Community builder
  • 36. I “tweet,” engage in conversation, give away information follow me: @alanweinkrantz
  • 37. My business blog demonstrates expertise and helps clients and projects I am involved in “be found”
  • 38. Consumer facing blog covering AT&T positions me as an authority in triple play services in telecom
  • 39. Facebook connects me to friends & business associates in the U.S. and Israel
  • 40. LinkedIn - business focused social networking in the U.S. and Israel
  • 41. Flickr photos....I always carry my camera when I travel for fun or business
  • 42. Monthly columnist for San Antonio “Express-News” covering AT&T and Social Media
  • 43. I do interviews / reviews over at Redbone Guitar Boutique
  • 44. B.B. King, Tom Petty, The Who in Concert
  • 45. My “Conversations Series” with San Antonio’s Social Media Superstars
  • 46. Branding You! • Join a few networks • Determine what you want to communicate about yourself • Make sure you have an up to date photo • If you are on social networks, make sure you have an up to date profile
  • 47. Be aware • You are what you post... • “got shit-faced last night at Fiesta” • “going to Mexico this weekend to....” • “Prof. Smith is an ass-hole” • “looking to buy term paper on....”
  • 48. Contact • Alan Weinkrantz • 210-820-3070 • www.alanweinkrantz.com • alan@weinkrantz.com • @alanweinkrantz - Twitter • FaceBook, LinkedIn too!
  • 49. Copy of presentation • online today: alanweinkrantz.com • Slideshare.net • copy and share with others • this is just what I believe and seems to work • your mileage may vary
  • 50. Thank You © 2009