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Modern PR

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Published in: Marketing, Technology, Business

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  • 1. Modern PR Elizabeth Sosnow
  • 2. Modern PR • Builds relationships, not “contact lists” • Creates dialogue, not email chains • Fosters peer to peer interaction, not vendor to customer transactions • Highlights specialized expertise, not product silos • Showcases companies as community innovators, not “manufacturers” 2
  • 3. PR is becoming…Content 3
  • 4. PR is becoming…Analytics 4
  • 5. PR is becoming…tools • Social networks: Twitter, LinkedIn, Facebook, YouTube, plus countless niche communities • Influencers: Klout, Peer Index, Listorious, Alianzo • Measurement: Google Analytics, Twitalyzer, Traackr, Glide Intelligence, Which Test Won, SAS Social Media Analytics • Monitoring: Radian6, Research.Ly, Social Mention • Analytics: Exportly, Bitly, Google Insights, Global Web Index, Open Heat Map, PostRank • Competitors: Topsy, WeFollow, Backtype, WebsiteGrader 5
  • 6. PR is becoming…SEO • • • • • • Keyword identification Website development Content creation to match search trends Rewriting URLs & tagging Link acquisition & building Tools Bonus: Word Tracker, SEO Gadget, Ontolo 6
  • 7. PR is becoming…social search • Google places higher ranking priority on individuals who demonstrate social credentials: – Prioritize the personal brands that add the most value to your enterprise – Create “digital map” of required locations, from the obvious to the not-so-obvious – Develop content that ties Analytic insights to SEO patterns to audience needs – Measure & continuously adjust behavior & content – Added bonus and challenge: Your PR person’s personal brand may be much better than your own 7
  • 8. What Modern PR Agencies Do 8