Link Your Way to Visibility: Online PR Basics

LINK YOUR WAY TO VISIBILITY: HOW TO DO YOUR PR ONLINE May 20, 2010 Kravet Fabrics Presented By: Caroline Callaway & Anne Carr

If no one knows your business exists…
does it ?
Opening Thought

PR Defined
"If a young man tells his date she's intelligent,
looks lovely, and is a great conversationalist,
he's saying the right things to the right person
-- and that's marketing . If the young man tells
his date how handsome, smart and successful
he is -- that's advertising . If someone else tells
the young woman how handsome, smart and
successful her date is -- that's public
relations ."
- S.H. Simmons, author and humorist

First Steps
Define Your Brand
Set up a LinkedIn Profile
Publish a Press Release Online
Integrate Your Efforts
Developing an Online Presence

Define Your Brand
Determine Your Brand/Mission
Determine Online PR Objectives
Streamline Your Messaging & Image

Define Your Brand
A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.
(Seth Godin)

Determine Your Brand & Mission
Who are you? What sets you apart?
Consider your strengths and expertise
What solution do you offer?
Target those who need your specific solution
Why are you in business?
This is the fuel for your mission
What are your goals?

Define Your Brand: PR Objectives
What do you hope to accomplish with a social media presence or a press release?
Disseminate news
Increase awareness of your service
Generate new prospects
Strengthen credibility
Be a local resource
Every bit of communication should be a strategic effort, in line with your objectives

Define Your Brand: Consistency
Streamline your message, image and brand across all channels to create that set of expectations and memories
Business name
Tagline
Headshot
Logo
Mission statement

LinkedIn
Create/Complete Profile
Connect
Network
Tips & Best Practices

LinkedIn: Create/Complete Profile

LinkedIn: Complete Profile

LinkedIn: Create/Complete Profile
Headline
Location
Industry
Current position & history
Getting Started:

LinkedIn Profile
Educate others on who you are, what you do, what you are looking for and how to contact you.
Keyword search terms
Summary
Specialties

LinkedIn Profile

LinkedIn Profile: Settings

LinkedIn: Connect

LinkedIn: Network

LinkedIn: Network
Join Groups & Discussions
Answer Industry Questions
Post/Find Events
Add new contacts

LinkedIn: Tips & Best Practices
For top search placement:
100% Complete Profile – fill out all information, join groups, have 4 recommendations
Keywords
Update frequently for more visibility:
Status updates
Group participation
Remember your branding – keep image & messages consistent
Always archive requests rather than reject

Online Press Releases
What is Considered Newsworthy?
Anatomy of a Press Release
Newswires
How to Post/Publish Your News
Online Results
Online PR

What Is Considered Newsworthy?
Stories that are considered newsworthy are always timely, accurate and appeal to a broad audience. These stories can include:
New product/service offerings
Grand openings/business expansions
New hires/promotions
Community and charity involvement
New customer/partnership deals
Awards and special recognition
Timely expert advice
Industry developments
Customer successes
Milestone achievements
Unique human interest stories

Anatomy of a Press Release Company Logo Company Contact Brief Headline Dateline Opening Paragraph *Detail Who, What, When, Where and Who Cares? Company Quote

Anatomy of a Press Release Closing Boilerplate End of Release

Newswires

How to Post/Publish Your News

Online Results

An Integrated Approach

Integrating Efforts: Online Visibility
Post your headline with a link as a “status update” on your LinkedIn profile
Connect with media via LinkedIn to share your news
Spread your news through your Groups

Integrating Efforts: Sharing News

Results
Increased search engine visibility
Increased media visibility
Increased Website traffic
Increased credibility
Increased referral opportunities/relationships
Improved accessibility
Top of mind awareness

Questions?
www.BoltPR.com
Twitter: @BoltPR
Facebook.com/BoltPR
Caroline Callaway
(760) 918-0792
[email_address]
www.linkedin.com/in/carolinecallaway
Anne Carr
(760) 918-0834
[email_address]
www.linkedin.com/in/annecarr

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Link Your Way to Visibility: Online PR Basics

by Anne Carr on May 20, 2010

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Link Your Way to Visibility: Online PR Basics — Presentation Transcript