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Ballou PR's Doing PR in the US
 

Ballou PR's Doing PR in the US

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In case you missed it, here is Colette Ballou, our founder, and San Francisco director Elliot Tomaeno's presentation on doing PR in the US. If you'd like to receive our monthly newsletter, please ...

In case you missed it, here is Colette Ballou, our founder, and San Francisco director Elliot Tomaeno's presentation on doing PR in the US. If you'd like to receive our monthly newsletter, please email stefano@balloupr.com.

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  • Presentaion Outline What is PR? What you need before seeking press The elements of news  (20 mins) Types of press and how to target (10 mins) How to pitch your story to the media/what to do during an interview/Common mistakes when pitching your story (for Business Insider to determine) Other elements of PR:  social media, speaking opportunities, awards (5 mins) How to measure   (5 mins)
  • Presentaion Outline What is PR? What you need before seeking press The elements of news  (20 mins) Types of press and how to target (10 mins) How to pitch your story to the media/what to do during an interview/Common mistakes when pitching your story (for Business Insider to determine) Other elements of PR:  social media, speaking opportunities, awards (5 mins) How to measure   (5 mins)
  • Presentaion Outline What is PR? What you need before seeking press The elements of news  (20 mins) Types of press and how to target (10 mins) How to pitch your story to the media/what to do during an interview/Common mistakes when pitching your story (for Business Insider to determine) Other elements of PR:  social media, speaking opportunities, awards (5 mins) How to measure   (5 mins)
  • Presentaion Outline What is PR? What you need before seeking press The elements of news  (20 mins) Types of press and how to target (10 mins) How to pitch your story to the media/what to do during an interview/Common mistakes when pitching your story (for Business Insider to determine) Other elements of PR:  social media, speaking opportunities, awards (5 mins) How to measure   (5 mins)
  • Presentaion Outline What is PR? What you need before seeking press The elements of news  (20 mins) Types of press and how to target (10 mins) How to pitch your story to the media/what to do during an interview/Common mistakes when pitching your story (for Business Insider to determine) Other elements of PR:  social media, speaking opportunities, awards (5 mins) How to measure   (5 mins)
  • Presentaion Outline What is PR? What you need before seeking press The elements of news  (20 mins) Types of press and how to target (10 mins) How to pitch your story to the media/what to do during an interview/Common mistakes when pitching your story (for Business Insider to determine) Other elements of PR:  social media, speaking opportunities, awards (5 mins) How to measure   (5 mins)
  • Presentaion Outline What is PR? What you need before seeking press The elements of news  (20 mins) Types of press and how to target (10 mins) How to pitch your story to the media/what to do during an interview/Common mistakes when pitching your story (for Business Insider to determine) Other elements of PR:  social media, speaking opportunities, awards (5 mins) How to measure   (5 mins)
  • Presentaion Outline What is PR? What you need before seeking press The elements of news  (20 mins) Types of press and how to target (10 mins) How to pitch your story to the media/what to do during an interview/Common mistakes when pitching your story (for Business Insider to determine) Other elements of PR:  social media, speaking opportunities, awards (5 mins) How to measure   (5 mins)
  • Presentaion Outline What is PR? What you need before seeking press The elements of news  (20 mins) Types of press and how to target (10 mins) How to pitch your story to the media/what to do during an interview/Common mistakes when pitching your story (for Business Insider to determine) Other elements of PR:  social media, speaking opportunities, awards (5 mins) How to measure   (5 mins)

Ballou PR's Doing PR in the US Ballou PR's Doing PR in the US Presentation Transcript

  • PUBLIC RELATIONS IN THE U.S. MARKET Key Strategies for Success
  • Good PR is about building and maintaining professional networks. This means not only working with traditional and non-traditional media to obtain positive coverage: it means working with influencers, your customers, potential customers, and even your competitors to get the good word-of-mouth that drives sales and increases valuation. We enable our clients to connect with their audiences on a deeper, more meaningful level. WHAT IS PR?
  • Public relations differs greatly from advertising, yet is often confused with it (especially in the U.S.). Effective PR can be less expensive and much more powerful than advertising. However, you also have less control. Other PR myths: Media relations only Social media Journalism Schmoozing Business development PR VERSUS ADVERTISING
    • More than any other industrialized country, the United States has adopted what could be labeled a 'scientific' approach to business.
    • This 'scientific' approach - the constant search for better, more effective methods - has led to a business environment typified by the presence of change as a constant factor.
    • Americans value straight talking and 'getting to the point.’
    • New is good. Change is ever-present in American corporate life and therefore so is the easy acceptance of new ideas, new models etc.
    • Many Americans have never left the US. Be prepared for a parochial, American view of the world.
    • Most professionals have a Blackberry, iPhone or smartphone enabling them to check emails and reply outside a work – something which is encouraged and expected in the majority of companies.
    • US working hours are 24/7, 365 days a year. Americans are ‘always on’ – expect to receive emails from U.S. executives on weekends, vacations and holidays.
    THE US MARKET | AN OVERVIEW
  • AMERICA – VAST AND VARIED
    • Language, accent and behavior varies greatly throughout the US
    • Often people jump right into business – do not take offense
    • Email structure follows local oral traditions
    • Suburbia (and the bloggers that live there)
    • Local holidays (not all national)
    • Dress and formalities are in flux (especially with younger generations)
    • In the US everyone has a blog
    • Research the blog’s traffic and clout before any interview or sending a sample product
    • Don’t be afraid to say no
    • Requests from video blogs or podcasts (watch archived episodes)
    • Use tools (PeerIndex, Klout, LinkedIn, etc.)
    HOW TO DEAL WITH BLOGGERS ( Especially Ones That Want Free Stuff )
    • 61.8 million vs. 307 million – your spend must be relatively proportional
    • Out-of-the-box conference/trade show tactics
    • Launch parties
    • Stunts and guerilla marketing (not just girls in bikinis)
    • The ‘celeb’ factor
    • Philanthropy – what’s your cause?
    • Myth of the viral video campaign
    • *If done correctly, these activities lead to WOM buzz
    GO BIG OR GO HOME Capturing the Media’s Attention in the US
  • TARGETING MIDDLE AMERICA
    • America is still very segmented
    • Middle America can be a bit backwards
    • Sometimes formal (Southern hospitality) and sometimes very informal (rural attitudes)
    • Accent and slang
    • The use of Ma’am and Sir
    Why These Writers/Bloggers Are So Strange And How To Approach Them )
  • WHY RELATIONSHIPS MATTER
    • Like in other aspects of business, who you know can be just as important as what you know
    • A thoughtful introduction is extremely valuable
    • Speed, turnaround and tone of response
    • Introductions are key but well thought out, intelligent follow-through is paramount
    • Finding the right contact at the organization
    • StyleLikeU and Huffington Post Story
    • XX
  • LEVERAGING CONFERENCES
    • It's not hard to build a community of supporters and a reputation for yourself and the company from afar and then to solidify the relationships with a few well-timed trips.
    • Look to attend intimate and large-scale events alike such as TechCrunch Disrupt in NYC or SF, attend meetups like the North Brooklyn Breakfast Club, and the local NYC, SV/SF events listed in Startup Digest.
    • Finally, network with key American investors and influencers when they are in Europe at conferences like LeWeb, The Next Web, F.ounders and DLD.
  • Differentiation : Has it been done before, is your technology disruptive or a refinement? Know thy competition. Timeliness: Is it part of the news agenda in the US currently? Impact: How does the story effect your industry, your competition –will it change things in any way? Proximity and education: How is it relevant to the publication you want to write about it? Controversy: Will it divide opinion, will it get people talking? Sex sells – is it scandalous in anyway? Prominence: Is there a well known person attached to the news? Who is quoted in the release/any third party endorsement (market analyst or key influencer)? THINGS TO THINK ABOUT BEFORE SEEKING MEDIA ATTENTION IN THE US
    • News is…
      • A new product launch
      • Personalities
      • Expansion, failure
      • Financials
      • Layoffs, litigation
    • Can sometimes be news…
      • Change in direction
      • Business as usual
      • New customer
      • Personnel appointment
    • Not news…
      • We’ re still here!
      • Product still selling
      • Our existing product is better than our competitor’ s new product
    THE ELEMENTS OF NEWS
  • WHAT YOU NEED BEFORE SEEKING MEDIA ATTENTION
    • Key messages: the who what were when why and how of your company
          • Limited to three to five sentences maximum
          • Supportable with factual data or proof points
          • Concise, clear, understandable
    • Company boilerplate: a concise overview reflecting the key messaging and features of your company
    • Bios of key management: q uick bios of your founding members, senior team, and investors
    • Testimonials: what do others have to say about your product?
    • Company fact sheet: a quick one page document describing your product, features, and audience
    • For Internal Use: press Q&A: Answer all the tough questions ahead of time
  • BOLIERPLATE EXAMPLE – FACEBOOK & GROUPON About Facebook Founded in February 2004, Facebook’s mission is to give people the power to share and make the world more open and connected. Anyone can sign up for Facebook and interact with the people they know in a trusted environment. Facebook is a privately held company and is headquartered in Palo Alto, Calif. About Groupon Groupon, launched in November 2008 in Chicago, features a daily deal on the best stuff to do, eat, see and buy in more than 500 markets around the world. Groupon uses collective buying power to offer unbeatable prices and provide a win-win for businesses and consumers, delivering more than 650 daily deals globally. For more information, visit http://www.groupon.com.
  • S ocial media Social media is a crucial part of the PR mix that we use to pitch the media – which is why we chuckle at all the social media agencies out there that work independently of PR, and also have a laugh at the PR agencies that haven’t adapted to making social media a core part of the way they work for their clients. Speaking opportunities/attendance at conferences It is vital that you have a clear plan for speaking opportunities at the beginning of the calendar year. Many conferences require at least a six month lead on speaking opportunities, and event sponsorship requires months of preparation to maximize your exposure. Look to decide on events early to minimize your costs. Awards Apply early and often, and avoid any applications that have up front costs or that require sponsorship. Do your research and leverage your online fans to gain placement! OTHER PLATFORMS
  • MAKING THE PITCH TO US MEDIA
    • Pre-pitch:
      • Get involved in social communities: Look for industry friends on Twitter, Quora, and blogs.
      • Get familiar with your writers: Use RSS feeds to track news in your industry. Read and comment often.
      • Get the press involved (provide specific high level outlets with exclusives and early beta access. Get feedback before you launch).
      • Watch your competitors: Google alerts works great for this.
    • The Actual Pitch:
      • Email and Twitter are your best channels of communication.
      • Tailor your pitch for each publication. Have they recently written about your industry?
      • Be friendly, concise and honest. Stay away from terms like “revolutionary”, and don’t be afraid to mention competitors.
      • Understand timing: do not pitch during industry shows.
      • Begin pitching early in the week. No reporters open email at 5:00 PM on a Friday.
      • Provide visual assets and video
      • Confirm meeting times asap. Reporter schedules are often busy
  • Google Alerts Google Alerts allows you to set up keyword searches for the name of your company or competitors, for example, and receive updates in your email inbox or through an RSS feed. Customscoop A handy news clipping and tracking service, with the ability to easily generate reports and excel docs on the fly. Social Media Management HootSuite and Seesmic are services that allow you to manage multiple accounts across all the popular social media outlets. TweetDeck is used to manage profiles across Twitter, Facebook, LinkedIn, MySpace, Foursquare and Google Buzz. Professional Solutions Scoutlabs has a great clean interface and overall excellent features for volume trending, sentiment-tracking, learning about key quotes (based on sentiment), and managing workflow for response management Radian6 is a powerhouse that gives you i ntegrated workflow, alerts, sentiment, monitoring across blogs, forums, news, Twitter, and more . Sysomos A real time comprehensive analysis solution for Social Media monitoring and analysis. PUBLIC RELATIONS TOOLS
  • ANY QUESTIONS?