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PR in the Age of
                           Social Media
                        Your Foundation for Optimal PR

Int’l +972 9 794 1681
US +1 913 440 4072                                   © K2 Global Communications
amy@k2-gc.com                                                 All Rights Reserved
www.k2-gc.com
Agenda
             •The Role of PR
             •The Players
             •Practical Advice

Int’l +972 9 794 1681
US +1 913 440 4072               © K2 Global Communications
amy@k2-gc.com                             All Rights Reserved
www.k2-gc.com
Your Speaker


                            Amy Kenigsberg
                        Principal Consultant
                                          K2
Int’l +972 9 794 1681
US +1 913 440 4072                             © K2 Global Communications
amy@k2-gc.com                                           All Rights Reserved
www.k2-gc.com
K2 Global Communications
             • Global PR and marcom for Israeli and US companies in the global
               market
             • Bottom-line focus
             • Experience introducing new technologies in specialized markets
             • Local availability with global reach
             • Clients in
               security, software, storage, cloud, telecom, acoustics, digital
               printing, etc.
Int’l +972 9 794 1681
US +1 913 440 4072                                                       © K2 Global Communications
amy@k2-gc.com                                                                     All Rights Reserved
www.k2-gc.com
The Role of PR
                           Speak up!
Int’l +972 9 794 1681
US +1 913 440 4072                       © K2 Global Communications
amy@k2-gc.com                                     All Rights Reserved
www.k2-gc.com
If you build it…
               “ It doesn’t
               matter if you
               have the best
               solution on the
               market if nobody
               knows about it.”
           L. Kenigsberg, to an irate CEO


Int’l +972 9 794 1681
US +1 913 440 4072                          © K2 Global Communications
amy@k2-gc.com                                        All Rights Reserved
www.k2-gc.com
Int’l +972 9 794 1681
US +1 913 440 4072      © K2 Global Communications
amy@k2-gc.com                    All Rights Reserved
www.k2-gc.com
Four out of Five Experts Surveyed…




           Third-party endorsement adds value to your solutions
Int’l +972 9 794 1681
US +1 913 440 4072                                                © K2 Global Communications
amy@k2-gc.com                                                              All Rights Reserved
www.k2-gc.com
Become the Industry Expert
             • Commtouch’s data-focused PR outreach
               • Data-driven content + K2’s efforts nearly tripled media
                 coverage over a two-year period
               • After months of trying, we achieved coverage in the #1
                 security-oriented blog, two posts in a row
               • Journalists now check Commtouch’s blog for news, and
                 approach them for comment more often
Int’l +972 9 794 1681
US +1 913 440 4072                                                   © K2 Global Communications
amy@k2-gc.com                                                                 All Rights Reserved
www.k2-gc.com
Tiered PR
             • B-to-B
             • B-to-B-to-C
             • B-to-C
             • Partners v. End Users – Where does the revenue come
               from?

Int’l +972 9 794 1681
US +1 913 440 4072                                         © K2 Global Communications
amy@k2-gc.com                                                       All Rights Reserved
www.k2-gc.com
The Players
                The individual and their “brand”

Int’l +972 9 794 1681
US +1 913 440 4072                            © K2 Global Communications
amy@k2-gc.com                                          All Rights Reserved
www.k2-gc.com
Anatomy of the
                             Journalist/Blogger
          • Deadlines have become virtually continuous
          • Layoffs mean one journalist is doing the job of many
          • Trying to stay abreast of the news
          • Overwhelmed by email, Tweets, Facebook posts, LinkedIn
            messages, all trying to get his attention
          • Tweeting & blogging & posting on behalf of his
            publication
          • Blogging & tweeting & posting on his own behalf to
            establish himself as a brand so when he’s targeted in the
            next round of cuts…
Int’l +972 9 794 1681
US +1 913 440 4072                                                      © K2 Global Communications
amy@k2-gc.com                                                                    All Rights Reserved
www.k2-gc.com
Care & Feeding of the
                         Journalist/Blogger
       • What can you do to make
         his/her life easier?
              • Only approach with real news
              • “Pre-digest” your information
              • Offer them objective content with
                your byline
              • Ask what he/she wants

Int’l +972 9 794 1681
US +1 913 440 4072                                  © K2 Global Communications
amy@k2-gc.com                                                All Rights Reserved
www.k2-gc.com
Anatomy of an Analyst
                           • Trying to shake the pay-
                             for-play image
                           • Blogging regularly to
                             ensure/establish personal
                             brand (for the day…)
                           • Less likely to be reached by
                             your social media activities


Int’l +972 9 794 1681
US +1 913 440 4072                                © K2 Global Communications
amy@k2-gc.com                                              All Rights Reserved
www.k2-gc.com
Care & Feeding of the Analyst
             • Approach twice a year
               to ensure “free”
               briefings
             • Have specifics about
               what you can do for
               the markets they cover
             • Don’t cancel!
Int’l +972 9 794 1681
US +1 913 440 4072                        © K2 Global Communications
amy@k2-gc.com                                      All Rights Reserved
www.k2-gc.com
The PR Team
                        • PR is the primary avenue
                          to establish and reinforce
                          your brand
                        • Drives traffic to your site
                        • Streamlined methodology
                          gets your messages out
                          faster
                        • Integral part of your team

Int’l +972 9 794 1681
US +1 913 440 4072                           © K2 Global Communications
amy@k2-gc.com                                         All Rights Reserved
www.k2-gc.com
Getting It Done
                            Make it Easy

Int’l +972 9 794 1681
US +1 913 440 4072                         © K2 Global Communications
amy@k2-gc.com                                       All Rights Reserved
www.k2-gc.com
Messaging
             • Critical success factors
             • Unique selling propositions
             • What’s in it for me?
Int’l +972 9 794 1681
US +1 913 440 4072                           © K2 Global Communications
amy@k2-gc.com                                         All Rights Reserved
www.k2-gc.com
Defining Your Audience
             • What is in it for each
               level of the tier?
                    • Influencer
                    • Customer
Int’l +972 9 794 1681
US +1 913 440 4072                               © K2 Global Communications
amy@k2-gc.com                                             All Rights Reserved
www.k2-gc.com
Types of News
             •    Product news
             •    Corporate data
             •    Deals with major partners
             •    Company news
             •    Reputation building
                   • Expertise
                   • Analysis
                   • Opinion

Int’l +972 9 794 1681
US +1 913 440 4072                            © K2 Global Communications
amy@k2-gc.com                                          All Rights Reserved
www.k2-gc.com
• WHAT IS NEWS?
             • Industry specific v. General



Int’l +972 9 794 1681
US +1 913 440 4072                            © K2 Global Communications
amy@k2-gc.com                                          All Rights Reserved
www.k2-gc.com
NOT News
             • We’re going to a show (unless…)
             • We met with a potential investor
             • We’re taking it on the road
             • We’re joining 20 other Israeli companies at…

Int’l +972 9 794 1681
US +1 913 440 4072                                     © K2 Global Communications
amy@k2-gc.com                                                   All Rights Reserved
www.k2-gc.com
What is a media outlet in 2012?
             •    Website          •   Facebook
             •    Print            •   YouTube
             •    Blog             •   Twitter
             •    Analyst report   •   Pinterest
             •    Analyst blog     •   Newsletter
             •    RSS              •   SMS/MMS
             •    LinkedIn
Int’l +972 9 794 1681
US +1 913 440 4072                                  © K2 Global Communications
amy@k2-gc.com                                                All Rights Reserved
www.k2-gc.com
“Talking” with Journalists
             •    What are they writing about?
             •    What do you have to offer?
             •    What do you have in common with the companies they cover?
             •    What makes you unique?
             •    Most communication occurs by email
                   • NEVER attach anything
                   • Get to the point, keep it short
                   • Use bold/underlining
Int’l +972 9 794 1681
US +1 913 440 4072                                                  © K2 Global Communications
amy@k2-gc.com                                                                All Rights Reserved
www.k2-gc.com
The Press Release
             •    Be clear about your key messages
             •    Get to the point
             •    Compelling writing gets read
             •    Tease, don’t bore or be overly granular
             •    Human-sounding quotes, only
             •    Streamline the approval process


Int’l +972 9 794 1681
US +1 913 440 4072                                          © K2 Global Communications
amy@k2-gc.com                                                        All Rights Reserved
www.k2-gc.com
Questions?
                          Thanks!

Int’l +972 9 794 1681
US +1 913 440 4072                   © K2 Global Communications
amy@k2-gc.com                                 All Rights Reserved
www.k2-gc.com

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We are inviting you on board, to move forward together in the Right Direction
We are inviting you on board, to move forward together in the Right DirectionWe are inviting you on board, to move forward together in the Right Direction
We are inviting you on board, to move forward together in the Right Direction
 

Public Relations in the Age of Social Media

  • 1. PR in the Age of Social Media Your Foundation for Optimal PR Int’l +972 9 794 1681 US +1 913 440 4072 © K2 Global Communications amy@k2-gc.com All Rights Reserved www.k2-gc.com
  • 2. Agenda •The Role of PR •The Players •Practical Advice Int’l +972 9 794 1681 US +1 913 440 4072 © K2 Global Communications amy@k2-gc.com All Rights Reserved www.k2-gc.com
  • 3. Your Speaker Amy Kenigsberg Principal Consultant K2 Int’l +972 9 794 1681 US +1 913 440 4072 © K2 Global Communications amy@k2-gc.com All Rights Reserved www.k2-gc.com
  • 4. K2 Global Communications • Global PR and marcom for Israeli and US companies in the global market • Bottom-line focus • Experience introducing new technologies in specialized markets • Local availability with global reach • Clients in security, software, storage, cloud, telecom, acoustics, digital printing, etc. Int’l +972 9 794 1681 US +1 913 440 4072 © K2 Global Communications amy@k2-gc.com All Rights Reserved www.k2-gc.com
  • 5. The Role of PR Speak up! Int’l +972 9 794 1681 US +1 913 440 4072 © K2 Global Communications amy@k2-gc.com All Rights Reserved www.k2-gc.com
  • 6. If you build it… “ It doesn’t matter if you have the best solution on the market if nobody knows about it.” L. Kenigsberg, to an irate CEO Int’l +972 9 794 1681 US +1 913 440 4072 © K2 Global Communications amy@k2-gc.com All Rights Reserved www.k2-gc.com
  • 7. Int’l +972 9 794 1681 US +1 913 440 4072 © K2 Global Communications amy@k2-gc.com All Rights Reserved www.k2-gc.com
  • 8. Four out of Five Experts Surveyed… Third-party endorsement adds value to your solutions Int’l +972 9 794 1681 US +1 913 440 4072 © K2 Global Communications amy@k2-gc.com All Rights Reserved www.k2-gc.com
  • 9. Become the Industry Expert • Commtouch’s data-focused PR outreach • Data-driven content + K2’s efforts nearly tripled media coverage over a two-year period • After months of trying, we achieved coverage in the #1 security-oriented blog, two posts in a row • Journalists now check Commtouch’s blog for news, and approach them for comment more often Int’l +972 9 794 1681 US +1 913 440 4072 © K2 Global Communications amy@k2-gc.com All Rights Reserved www.k2-gc.com
  • 10. Tiered PR • B-to-B • B-to-B-to-C • B-to-C • Partners v. End Users – Where does the revenue come from? Int’l +972 9 794 1681 US +1 913 440 4072 © K2 Global Communications amy@k2-gc.com All Rights Reserved www.k2-gc.com
  • 11. The Players The individual and their “brand” Int’l +972 9 794 1681 US +1 913 440 4072 © K2 Global Communications amy@k2-gc.com All Rights Reserved www.k2-gc.com
  • 12. Anatomy of the Journalist/Blogger • Deadlines have become virtually continuous • Layoffs mean one journalist is doing the job of many • Trying to stay abreast of the news • Overwhelmed by email, Tweets, Facebook posts, LinkedIn messages, all trying to get his attention • Tweeting & blogging & posting on behalf of his publication • Blogging & tweeting & posting on his own behalf to establish himself as a brand so when he’s targeted in the next round of cuts… Int’l +972 9 794 1681 US +1 913 440 4072 © K2 Global Communications amy@k2-gc.com All Rights Reserved www.k2-gc.com
  • 13. Care & Feeding of the Journalist/Blogger • What can you do to make his/her life easier? • Only approach with real news • “Pre-digest” your information • Offer them objective content with your byline • Ask what he/she wants Int’l +972 9 794 1681 US +1 913 440 4072 © K2 Global Communications amy@k2-gc.com All Rights Reserved www.k2-gc.com
  • 14. Anatomy of an Analyst • Trying to shake the pay- for-play image • Blogging regularly to ensure/establish personal brand (for the day…) • Less likely to be reached by your social media activities Int’l +972 9 794 1681 US +1 913 440 4072 © K2 Global Communications amy@k2-gc.com All Rights Reserved www.k2-gc.com
  • 15. Care & Feeding of the Analyst • Approach twice a year to ensure “free” briefings • Have specifics about what you can do for the markets they cover • Don’t cancel! Int’l +972 9 794 1681 US +1 913 440 4072 © K2 Global Communications amy@k2-gc.com All Rights Reserved www.k2-gc.com
  • 16. The PR Team • PR is the primary avenue to establish and reinforce your brand • Drives traffic to your site • Streamlined methodology gets your messages out faster • Integral part of your team Int’l +972 9 794 1681 US +1 913 440 4072 © K2 Global Communications amy@k2-gc.com All Rights Reserved www.k2-gc.com
  • 17. Getting It Done Make it Easy Int’l +972 9 794 1681 US +1 913 440 4072 © K2 Global Communications amy@k2-gc.com All Rights Reserved www.k2-gc.com
  • 18. Messaging • Critical success factors • Unique selling propositions • What’s in it for me? Int’l +972 9 794 1681 US +1 913 440 4072 © K2 Global Communications amy@k2-gc.com All Rights Reserved www.k2-gc.com
  • 19. Defining Your Audience • What is in it for each level of the tier? • Influencer • Customer Int’l +972 9 794 1681 US +1 913 440 4072 © K2 Global Communications amy@k2-gc.com All Rights Reserved www.k2-gc.com
  • 20. Types of News • Product news • Corporate data • Deals with major partners • Company news • Reputation building • Expertise • Analysis • Opinion Int’l +972 9 794 1681 US +1 913 440 4072 © K2 Global Communications amy@k2-gc.com All Rights Reserved www.k2-gc.com
  • 21. • WHAT IS NEWS? • Industry specific v. General Int’l +972 9 794 1681 US +1 913 440 4072 © K2 Global Communications amy@k2-gc.com All Rights Reserved www.k2-gc.com
  • 22. NOT News • We’re going to a show (unless…) • We met with a potential investor • We’re taking it on the road • We’re joining 20 other Israeli companies at… Int’l +972 9 794 1681 US +1 913 440 4072 © K2 Global Communications amy@k2-gc.com All Rights Reserved www.k2-gc.com
  • 23. What is a media outlet in 2012? • Website • Facebook • Print • YouTube • Blog • Twitter • Analyst report • Pinterest • Analyst blog • Newsletter • RSS • SMS/MMS • LinkedIn Int’l +972 9 794 1681 US +1 913 440 4072 © K2 Global Communications amy@k2-gc.com All Rights Reserved www.k2-gc.com
  • 24. “Talking” with Journalists • What are they writing about? • What do you have to offer? • What do you have in common with the companies they cover? • What makes you unique? • Most communication occurs by email • NEVER attach anything • Get to the point, keep it short • Use bold/underlining Int’l +972 9 794 1681 US +1 913 440 4072 © K2 Global Communications amy@k2-gc.com All Rights Reserved www.k2-gc.com
  • 25. The Press Release • Be clear about your key messages • Get to the point • Compelling writing gets read • Tease, don’t bore or be overly granular • Human-sounding quotes, only • Streamline the approval process Int’l +972 9 794 1681 US +1 913 440 4072 © K2 Global Communications amy@k2-gc.com All Rights Reserved www.k2-gc.com
  • 26. Questions? Thanks! Int’l +972 9 794 1681 US +1 913 440 4072 © K2 Global Communications amy@k2-gc.com All Rights Reserved www.k2-gc.com

Editor's Notes

  1. Speech Notes - Slide 1Put in Commtouch logo1. [Title] News You Can UseNews You Can Use
  2. Speech Notes - Slide 31. [Content Placeholder 2] Global PR and marcom for Israeli companies in the global market Bottom-line focus Niche PR Experience introducing new technologies in specialized markets Local availability with global reachGlobal PR and marcom for Israeli companies in the global market Bottom-line focus Niche PR Experience introducing new technologies in specialized markets Local availability with global reach