Strategic Public Relations and Personal Branding

Strategic PR & Personal Branding Trinity University September 28, 2010

Before we start • Inventory of cell phones • Leave them on for the 1st 20 minutes of the discussion....turn up the volume • Take all calls, but speak in soft voice • Check Facebook, Twitter, YouTube, email • Respond to IM in real time

Today • This course is critical to your career / life path regardless if you become a PR person, politician, doctor, lawyer, rock star, architect, etc or win the lottery never work a day in your life.

Today • Background • PR as it was • PR as it is becoming • Social Media • Case Story: Trinity Alumni Company- DenimGroup • Personal Branding - you!

About • PR guy for 25 years • Social Media for the last 5 years • Blogger with.... 4 blogs • Former 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

Caveat • Presentation based on my belief sets • I try things out and like to experiment • Not everything I do works, but the good news is that this costs almost zero, other than your time

PR • PR still matters in the traditional sense but it’s rapidly changing • message • voice • content

Strategy • I still believe in strategy, but even the best laid plans have shorter shelf life because the media and how “news” gets reported moves so fast

I still pitch • I still develop story ideas • I still pitch journalists • I still get “media coverage” for clients, but it’s getting harder and... less relevant

Every company is a... • Media Company • content creator • story teller • community builder • aimed at being discovered and shared if you do your job right and deliver on your brand promise

Premise • Don’t just study “PR” at Trinity • become your own client • start marketing and selling you in advance of your graduation so you can go on to grad school, start a new business, or get an amazing job

Today Dear Mom & Dad... today in • Focus on branding school, I learned • you are a brand that I was a brand

How to package yourself • Thought leader raise partners money • Innovative • Connecter grad • Networker build a school team • Ear to the ground cool job

Inﬂuence is the new currency • Inﬂuence and thought leadership is the new currency • Make your voice heard • Make a difference

study. work hard. have fun. start story telling

stream your narrative

build a following and new deal ﬂow will come your way

how: > ?

converse interface broadcast inform share spread you ideas give away as much information about you as you can

The Basics • Develop your “voice” • Write like you speak • Write to and for your audience(s) • Give yourself six months to see it work

Who are you trying to reach? • Have the right message and tone of voice • the right people • the right networks • be persistent with outreach

The Social Web

If you populate the social web with great and relevant content about yourself, you’ll be found, and it will serve its purpose in whatever you want to do after you graduate from Trinity

static VS. active Web Site Brochures Press Releases Trade Show Booth

Go wide and deep You Company Technology Article Blog submissions Facebook delicious Twitter SlideShare Comment on other blogs YouTube LinkedIn Digg Docstoc Slideshare

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

DenimGroup • Founded by 2 Trinity Alum • Dan Cornell & Sheridan Chambers • Building secure software • 50 + employees • Inc 5,000 company 3 years in a row

PR / Social Media • Thought leadership in emerging market category • Hard news • Media coverage in tech / IT / security media • Social Media / Content Development

Branding YOU • Your brand is your best personal resume • If you understand the power of personal branding it will help you get into grad school, start a new business, or great an amazing job when you ﬁnish Trinity • Branding really shows who you really are

How I am branding Alan • Social Networks • Blogging I’m a mini • Journalism broadcasting network • Self PR • Photography • Videos

What about you? • Student leader • Innovator • Collaborator • First mover • Entrepreneur • Community builder

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

B.B. King, Tom Petty, The Who in Concert

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

Branding You • Your personal site on Facebook incorporated with your school work • Start a blog on your professional interests • 30 days of listen • 30 days of research to see who you want to engage with • 30 days of conversation and outreach

Brand Persona • @TrinityHottie careful how you brand • @LoveMyBeer yourself on • @BigAssCamero twitter... • @AnarchyNation

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 • www.alanweinkrantz.com • alan@weinkrantz.com • @alanweinkrantz - Twitter • FaceBook, LinkedIn too!

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

start story telling be your own client don’t just “study” PR; do it for yourself

Strategic Public Relations and Personal Branding

by Alan Weinkrantz on Sep 28, 2010

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Strategic Public Relations and Personal Branding — Presentation Transcript