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Strategic Public Relations and Personal Branding

Strategic Public Relations and Personal Branding



Alan Weinkrantz presentation to Students at Trinity University on Strategic PR and Personal Branding. Presentation includes discussion case study of Denim Group, founded by 2 Trinity Univ. alumni

Alan Weinkrantz presentation to Students at Trinity University on Strategic PR and Personal Branding. Presentation includes discussion case study of Denim Group, founded by 2 Trinity Univ. alumni



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    Strategic Public Relations and Personal Branding Strategic Public Relations and Personal Branding Presentation Transcript

    • 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
    • Thank You © 2010