Strategic Communications and Personal Branding
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Strategic Communications and Personal Branding



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



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    Strategic Communications and Personal Branding Strategic Communications and Personal Branding Presentation Transcript

    • Strategic Communications & Personal Branding UTSA / CITE October 2, 2009
    • About • PR guy for 25 years • Social Media for the last 4 years • Blogger with.... 4 blogs • Journalist.... contributing columnist “Express-News” • Content producer
    • 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
    • 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.
    • 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
    • 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
    • Typical Start-Up • Short on resources • Lack of funding for PR and Marketing • Focused on engineering • Assumes that the world will find us....
    • You Need To... • Have the right message • the right people • the right media outlets • be persistent with outreach
    • Perceptions of Doing PR • You have to • know someone • be an advertiser • do a press tour
    • Process • Strategy • Messaging • Planning & Programming • Execution
    • Do Your Homework... • Communications audit... • your space • your competitors • companies you want to be like
    • Messaging Rules • Be clear • Be concise • Tell the truth • Back up your claims • Differentiate from your competitors • Disrupt their communications strategy
    • Messaging • Use 3 - 5 key messages throughout • Make them concise • Make it memorable • Make sure everyone in the company buys into the messaging
    • Communications Matrix Analysis Characteristic Competitor X Competitor Y Competitor Z Message(s) Position Differentiator Coverage
    • Press Kit • Folder • Backgrounders • FAQ • Management Backgrounder • Press Release(s) • Application stories
    • 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
    • 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
    • The Social Web
    • 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
    • The Social Web: • how do your customers / partners / stakeholders / media, etc “socialize” in relation to your company on the Internet
    • Going to the Social Web • Complements PR efforts • Gives your company or management a human voice • Impacts search results • Lets you be “found”
    • static VS. active Web Site Brochures Press Releases Trade Show Booth
    • 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
    • trade business/financial broadcast radio
    • YouTube -great way to pitch the media
    • Re-purposing content... Industry leaders demonstrate N-trig technology
    • Industry leaders demonstrate N-trig applications & product differentiation
    • How To: How I watch Internet TV - U-verse and Internet TV
    • Building an Eco-System Through Member Participation
    • Thought leadership in VoIP Security
    • Part II • Personal Branding...
    • 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
    • How I am branding Alan • Social Networks • Blogging I’m a mini broadcasting • Journalism network • Self PR • Photography • Videos
    • My brand qualities • Expert in PR / Social Media • Focus on technology • Connected in Israel • Track record • Having fun • Music stuff • Human / Real
    • What about you? • Student leader • Innovator • Collaborator • First mover • Entrepreneur • Community builder
    • I “tweet,” engage in conversation, give away information follow me: @alanweinkrantz
    • My business blog demonstrates expertise and helps clients and projects I am involved in “be found”
    • Consumer facing blog covering AT&T positions me as an authority in triple play services in telecom
    • Facebook connects me to friends & business associates in the U.S. and Israel
    • LinkedIn - business focused social networking in the U.S. and Israel
    • Flickr photos....I always carry my camera when I travel for fun or business
    • Monthly columnist for San Antonio “Express-News” covering AT&T and Social Media
    • I do interviews / reviews over at Redbone Guitar Boutique
    • B.B. King, Tom Petty, The Who in Concert
    • My “Conversations Series” with San Antonio’s Social Media Superstars
    • 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
    • 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....”
    • Contact • Alan Weinkrantz • 210-820-3070 • • • @alanweinkrantz - Twitter • FaceBook, LinkedIn too!
    • Copy of presentation • online today: • • copy and share with others • this is just what I believe and seems to work • your mileage may vary
    • Thank You © 2009