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PR & Social Media 101
 

PR & Social Media 101

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Slides from a presentation made by Cooper Smith Agency to a major architecture firm about the current state of PR, the increased role of social media in PR outreach, client expectations, and trends to ...

Slides from a presentation made by Cooper Smith Agency to a major architecture firm about the current state of PR, the increased role of social media in PR outreach, client expectations, and trends to watch for in 2012.

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    PR & Social Media 101 PR & Social Media 101 Presentation Transcript

    • Public Relations &Social MediaOutreach
    • Three Types of Media 1. Paid - Advertising placements 2. Earned - Editorial coverage in the media, a.k.a "Publicity" 3. Owned - Websites, Blogs, e-Newsletters, Social Media
    • What PR Firms Do 1. Media Relations - Coverage of projects & expertise by the media 2. Social Media - Managing and feeding our clients social media channels (Facebook, Twitter, blogs, etc.) 3. SEO - Improving how our clients websites rank organically when searched
    • Top Reasons for PRThe top objective of everything we do is to helpour clients grow their businesses, as well asrecruit and retain top talent. ● Win new clients ● Earn repeat business of existing clients ● Make the sales cylce/RFP process easier ● Recruit & retain top talent
    • StrategiesFor professional services firms, its all aboutpositioning you as experts in your field. ● Share your specialized expertise and point-of-view. ● Profile your projects. ● Spread the word when youre highlighted somewhere.
    • The Changing Media LandscapeThe definition and role of "the media" haschanged significantly in the past 3-5 years.● Recession = massive staffing cuts● Social Media has grown exponentially● Its unacceptable for a magazine to not also have a blog and a regular e-mail update.● Newsrooms are doing more work with less people = less depth of coverage
    • Media RelationsPress releases on your projects. - The press release is still PRs workhorse, but its different now. - Transactional triggers are key to making it newsworthy: new projects, groundbreakings, completions, awards, LEED certifications, etc. - Short (400 words), direct narrative, not flowery or architect-speak. More like a quick-read executive summary with key points. - Press releases provide quick info about a project, and are also good background documents for establishing expertise for trend articles. - Online press release acts as a central info hub, with links to images, videos and other resources about the project.
    • Media Relations (cont)● Develop an editorial calendar of potential opportunities in your target publications.● Proactively pitch your expertise and projects to reporters/editors.● Identify awards and rankings, particularly those given by media outlets.
    • Social Media & Online OutreachThe goal is to make you an expert on a specifictopic and to make you easy to find, contact andengage.● Blog - This will be the central hub of all of your online activities where you can share your insights, opinions, industry news, etc.● e-Newsletter - Talking directly to your clients, prospective clients and anyone who has an interest in your firm or the given topic.● Social Web - Facebook, Twitter, LinkedIn, Google+, etc.
    • Example:Your firm featured/quoted in a story.1. Post to website - Highlight that you were "as seen/quoted in"2. Share story online - Share story on Facebook, Twitter, Google+, etc.3. Expand on the topic on your blog - Move the story forward and provide additional perspectives.4. Share blog post - Share with publication, reporter and "fans" via social web.5. e-Newsletter - Tell your contacts about the story, and your expanded thoughts. This builds credibility through 3rd party validation.
    • Expectations● In-depth print coverage is a thing of the past. Articles will be short and photo-driven.● Its the message, not the medium. ○ Stop asking "Is it going to be in the print version, too?" ○ Online coverage has more eyes and uses.● Less control...and thats okay.● Embrace social media.● Its a lot more work!
    • Trends for 2012● Brands as Publishers/Journalists ○ Skip "traditional media" and talk directly to your audience in an editorial voice (not salesy). ○ Microsites, microsites, microsites ○ Video will be huge.● The media will continue to do more with less. ○ PR folks are more necessary than ever, but will be expected to act like embedded journalists, not brand representatives (no jargon, marketing-speak).
    • Trends for 2012 (cont)● Social media is here to stay and will be bigger than ever. ○ Integration in every thing you do is necessary. ○ "Twit Pitch" - The pitch in 140 characters or less.● SEO will grow as a PR function.● Flash is a dead technology.
    • Thank You & Q&A● Questions? Contact: Cooper Smith Koch cooper@coopersmithagency.com (214) 329-4477 office-direct (214) 755-5359 mobile/text