Strategic Communications and Personal Branding

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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

  1. 1. Strategic Communications & Personal Branding UTSA / CITE October 2, 2009
  2. 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. 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. 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. 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. 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. 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. 8. You Need To... • Have the right message • the right people • the right media outlets • be persistent with outreach
  9. 9. Perceptions of Doing PR • You have to • know someone • be an advertiser • do a press tour
  10. 10. Process • Strategy • Messaging • Planning & Programming • Execution
  11. 11. Do Your Homework... • Communications audit... • your space • your competitors • companies you want to be like
  12. 12. Messaging Rules • Be clear • Be concise • Tell the truth • Back up your claims • Differentiate from your competitors • Disrupt their communications strategy
  13. 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. 14. Communications Matrix Analysis Characteristic Competitor X Competitor Y Competitor Z Message(s) Position Differentiator Coverage
  15. 15. Press Kit • Folder • Backgrounders • FAQ • Management Backgrounder • Press Release(s) • Application stories
  16. 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. 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. 18. The Social Web
  19. 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. 20. The Social Web: • how do your customers / partners / stakeholders / media, etc “socialize” in relation to your company on the Internet
  21. 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. 22. static VS. active Web Site Brochures Press Releases Trade Show Booth
  23. 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. 24. trade business/financial broadcast radio
  25. 25. YouTube -great way to pitch the media
  26. 26. Re-purposing content... Industry leaders demonstrate N-trig technology
  27. 27. Industry leaders demonstrate N-trig applications & product differentiation
  28. 28. How To: How I watch Internet TV - U-verse and Internet TV
  29. 29. Building an Eco-System Through Member Participation
  30. 30. Thought leadership in VoIP Security
  31. 31. Part II • Personal Branding...
  32. 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. 33. How I am branding Alan • Social Networks • Blogging I’m a mini broadcasting • Journalism network • Self PR • Photography • Videos
  34. 34. My brand qualities • Expert in PR / Social Media • Focus on technology • Connected in Israel • Track record • Having fun • Music stuff • Human / Real
  35. 35. What about you? • Student leader • Innovator • Collaborator • First mover • Entrepreneur • Community builder
  36. 36. I “tweet,” engage in conversation, give away information follow me: @alanweinkrantz
  37. 37. My business blog demonstrates expertise and helps clients and projects I am involved in “be found”
  38. 38. Consumer facing blog covering AT&T positions me as an authority in triple play services in telecom
  39. 39. Facebook connects me to friends & business associates in the U.S. and Israel
  40. 40. LinkedIn - business focused social networking in the U.S. and Israel
  41. 41. Flickr photos....I always carry my camera when I travel for fun or business
  42. 42. Monthly columnist for San Antonio “Express-News” covering AT&T and Social Media
  43. 43. I do interviews / reviews over at Redbone Guitar Boutique
  44. 44. B.B. King, Tom Petty, The Who in Concert
  45. 45. My “Conversations Series” with San Antonio’s Social Media Superstars
  46. 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. 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. 48. Contact • Alan Weinkrantz • 210-820-3070 • www.alanweinkrantz.com • alan@weinkrantz.com • @alanweinkrantz - Twitter • FaceBook, LinkedIn too!
  49. 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. 50. Thank You © 2009

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