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 volum...
Today

• This course is critical to your career / life
  path regardless if you become a PR
  person, politician, doctor, ...
Today
• Background
• PR as it was
• PR as it is becoming
• Social Media
• Case Story: Trinity Alumni Company-
  DenimGroup...
About

• PR guy for 25 years
• Social Media for the last 5 years
• Blogger with.... 4 blogs
• Former Journalist.... contri...
When I went
 to college
   No PC - we used a
        typewriter
 Research was done the
          Library
       No Interne...
Caveat

• Presentation based on my belief sets
• I try things out and like to experiment
• Not everything I do works, but ...
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 h...
I still pitch

• I still develop story ideas
• I still pitch journalists
• I still get “media coverage” for clients,
  but...
Every company is a...
• Media Company
 • content creator
 • story teller
 • community builder
   • aimed at being discover...
Premise

• Don’t just study “PR” at Trinity
 • become your own client
 • start marketing and selling you in
   advance of ...
Today

                        Dear Mom &
                       Dad... today in
• Focus on branding   school, I learned
 ...
How to package yourself

 • Thought leader       raise
                                      partners
                    ...
Influence is the new currency


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

                     shar...
The Basics

• Develop your “voice”
• Write like you speak
• Write to and for your audience(s)
• Give yourself six months t...
Who are you trying to reach?


• Have the right message and tone of
  voice
 • the right people
 • the right networks
 • b...
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 purp...
static        VS.   active


Web Site

Brochures

Press Releases

Trade Show Booth
Go wide and deep


  You           Company            Technology

                                   Article
             ...
How I’ve used the power of social web to get
   media coverage, gain credibility and
 demonstrate thought leadership as a ...
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
 ...
PR / Social Media

• Thought leadership in emerging market
  category
• Hard news
• Media coverage in tech / IT / security...
Branding YOU
• Your brand is your best personal resume
• If you understand the power of personal
  branding it will help y...
How I am branding Alan
 • Social Networks
 • Blogging           I’m a mini
 • Journalism        broadcasting
             ...
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 ...
Branding You
• Your personal site on Facebook
  incorporated with your school work
• Start a blog on your professional
  i...
Brand Persona

• @TrinityHottie   careful how
                    you brand
• @LoveMyBeer
                   yourself on
•...
Be aware

• You are what you post...
 • “got shit-faced last night at Fiesta”
 • “going to Mexico this weekend to....”
 • ...
Contact

• Alan Weinkrantz
• www.alanweinkrantz.com
• alan@weinkrantz.com
• @alanweinkrantz - Twitter
• FaceBook, LinkedIn...
Copy of presentation
• online today: alanweinkrantz.com
• Slideshare.net
• copy and share with others
• this is just what ...
start story telling

          be your own client

don’t just “study” PR; do it for yourself
Thank You




©               2010
Strategic Public Relations and Personal Branding
Strategic Public Relations and Personal Branding
Strategic Public Relations and Personal Branding
Strategic Public Relations and Personal Branding
Strategic Public Relations and Personal Branding
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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

  1. 1. Strategic PR & Personal Branding Trinity University September 28, 2010
  2. 2. 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
  3. 3. 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.
  4. 4. Today • Background • PR as it was • PR as it is becoming • Social Media • Case Story: Trinity Alumni Company- DenimGroup • Personal Branding - you!
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. PR • PR still matters in the traditional sense but it’s rapidly changing • message • voice • content
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. Today Dear Mom & Dad... today in • Focus on branding school, I learned • you are a brand that I was a brand
  14. 14. How to package yourself • Thought leader raise partners money • Innovative • Connecter grad • Networker build a school team • Ear to the ground cool job
  15. 15. Influence is the new currency • Influence and thought leadership is the new currency • Make your voice heard • Make a difference
  16. 16. study. work hard. have fun. start story telling
  17. 17. stream your narrative
  18. 18. build a following and new deal flow will come your way
  19. 19. how: > ?
  20. 20. converse interface broadcast inform share spread you ideas give away as much information about you as you can
  21. 21. The Basics • Develop your “voice” • Write like you speak • Write to and for your audience(s) • Give yourself six months to see it work
  22. 22. Who are you trying to reach? • Have the right message and tone of voice • the right people • the right networks • be persistent with outreach
  23. 23. The Social Web
  24. 24. 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
  25. 25. static VS. active Web Site Brochures Press Releases Trade Show Booth
  26. 26. Go wide and deep You Company Technology Article Blog submissions Facebook delicious Twitter SlideShare Comment on other blogs YouTube LinkedIn Digg Docstoc Slideshare
  27. 27. 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
  28. 28. trade business/financial broadcast radio
  29. 29. YouTube -great way to pitch the media
  30. 30. Re-purposing content... Industry leaders demonstrate N-trig technology
  31. 31. Industry leaders demonstrate N-trig applications & product differentiation
  32. 32. How To: How I watch Internet TV - U-verse and Internet TV
  33. 33. DenimGroup • Founded by 2 Trinity Alum • Dan Cornell & Sheridan Chambers • Building secure software • 50 + employees • Inc 5,000 company 3 years in a row
  34. 34. PR / Social Media • Thought leadership in emerging market category • Hard news • Media coverage in tech / IT / security media • Social Media / Content Development
  35. 35. 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
  36. 36. How I am branding Alan • Social Networks • Blogging I’m a mini • Journalism broadcasting network • Self PR • Photography • Videos
  37. 37. What about you? • Student leader • Innovator • Collaborator • First mover • Entrepreneur • Community builder
  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. B.B. King, Tom Petty, The Who in Concert
  44. 44. 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
  45. 45. 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
  46. 46. Brand Persona • @TrinityHottie careful how you brand • @LoveMyBeer yourself on • @BigAssCamero twitter... • @AnarchyNation
  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 • 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. start story telling be your own client don’t just “study” PR; do it for yourself
  51. 51. Thank You © 2010

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