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PR R/Evolution

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Presentation given at Online Marketing Summit 2-2009. Covers convergence of PR and digital marketing, and how new technologies and tactics are forever changing the landscape of both. With the collapse …

Presentation given at Online Marketing Summit 2-2009. Covers convergence of PR and digital marketing, and how new technologies and tactics are forever changing the landscape of both. With the collapse of traditional newspapers and magazines, media relations is a completely different game now, and the online space opens up new opportunities and challenges for brands who need to keep their news top of mind.

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    • 1. Dana Todd, Chief Marketing Officer Newsforce 619-459-3603 [email_address] The PR R/Evolution Has Begun! Doug Hay, Principal & CEO Expansion Plus 626-793-4911 [email_address]
    • 2. Quick Cred Slide: Dana Todd
      • I’m not a PR professional . But I started life as a journalist, and racked up 13 years in interactive marketing and advertising since
      • Co-founder of Newsforce
      • Chairperson of SEMPO, semi-famous search engine marketing geek
      • Newsforce Network mashes up Advertising, PR and News into an always-on communication platform
      • My hair color is “Cherry Bomb”
    • 3. Quick Cred Slide: Doug Hay
      • Been there, done that. With some 40 years of business experience I have seen it all. Great time to be in PR.
      • We are experiencing an amazing evolution with consumers now in control of the media which is scaring the ‘ell out of a lot of executives. Requires clever marketing/PR to succeed.
      • Co-founder, Expansion Plus, an internet & PR consultancy for Web 2.0.
      • Speak at conferences and do online webinars
      • My degree is in accounting but I left that as quickly as I could. Love the creativity of marketing/pr.
    • 4. The more things change, the more things change.
    • 5. A Few Things Haven’t Changed
      • PR IS NOT THE SAME AS MARKETING
        • Foundation of PR is to “influence public opinion”
        • Typically reach mass audience via media influencers
        • Public relations is not just media relations
      • Strategy and goal-setting is often overlooked in all the digital noise, but is incredibly important
      • Listen > Strategy > React > Measure
    • 6. A Lot of Things HAVE Changed
      • Definition of “public” now includes search engines
      • Online real estate is measured in eyeballs, not column inches; unlimited potential views
      • Historical news is as accessible as breaking news
      • Strategy is storytelling in many media forms, to many different audiences
      • Even the structure of the press release itself is changing
    • 7. What Is Influencing Your Audience Today?
      • Search Engines
      • News Engines
      • Other Websites
      • Blogs
      • Peer Reviews
      • Comments
      • Syndicated Content
      • Podcasts
      • Video
      • Social Networks
      • Tagging
      What is Influencing Your Audience Today?
    • 8. Let’s Talk about PR Strategy
      • Don’t employ tactics before strategy
      • Your PR goals may look more like communication goals than sales goals
      • Micro-influence and Macro-influence
      • It’s a sequence that’s very similar to Marketing:
        • Research
        • Plan/Strategy
        • Execution
        • Monitor, Adapt
    • 9. The Press Release: It’s Not Just for the Press Anymore
    • 10. Press Releases Online
      • News Engines
      • Search Engines
      • Journalists
      • Buyers
    • 11. The "New" News Release: Marketers Are at the Gates!
      • “ Marketers have ‘hijacked’ the news release”, - ROI of Online Press Releases , Society for New Communications Research (SNCR)
      • This is why it's no longer a "press release," but a "news release"— it's not just for the press anymore
      • Taken further, it’s ultimately about a content strategy that supports your communication goals (including breaking news and other news)
    • 12. Intended Uses of News Releases Expands Online source: “ROI of Online Press Releases,” a 2008 report by the Society for New Communications Research
    • 13. 3 Types of Press Releases
      • Traditional media
      • Internet focused
      • Social media release
    • 14.
    • 15. Multimedia
      • Add unlimited multimedia
      • Videos:
          • Powered by YouTube
          • Link to your own video channel or distribute to YouTube, Google Video and Yahoo! Video using Marketwire channel
    • 16. The New Media Relations
    • 17. Who Are the Media Gatekeepers Now?
      • The newsroom as we knew it is going away
      • Mid-tier news and vertical sites can eclipse masthead news in traffic and importance
      • Bloggers are incredibly important but are a little tricky to handle sometimes
      • Lots of freelancers, and more on the way – highly fragmented
      • Search engines are inhuman/e gatekeepers
    • 18. HARO: Help a Reporter Out
    • 19. Social Spark & Pay Per Post
    • 20. My PR Genie – DIY Press Lists
    • 21. Direct-to-Consumer PR
      • Sometimes, YOU get to be the journalist and publish an article nearly verbatim
      • Be a good storyteller for the public – write the way a journalist would, NOT the way a PR person would!
      • The public will judge you, and vote with their clicks and comments (or lack thereof)
    • 22. SEO for PR
    • 23. How Do I Improve My Natural/ Organic Search Presence?
      • Post quality content to the Web on a regular basis via multiple vehicles (e.g., news releases, blogs, Twitter, LinkedIn, etc.)
      • Optimize the content in your articles and news releases – just like you do your website
      • Use keywords and keyword phrases religiously, liberally and relentlessly; just make sure the content is of high quality and relevant
      • Include links with keyword anchor text
    • 24. Make a PR Keyword Plan
      • Use historical research (Newsforce keyword research tool, Google Trends, http://freekeywords.wordtracker.com, etc.)
      • Use editorial calendars from trade and general pubs to “predict” demand
      • Seek commonalities and assign priorities
      • Plan to write and post at least two significant pieces of content a month to target keywords in some way
      • Use a variety of outlets
    • 25. Google Trends Free tool to track seasonal keyword volumes: http://www.google.com/trends
    • 26. Syndication & Distribution
    • 27. Distribution: You can reach the public directly
        • Via news search engines
        • RSS & other feeds
        • Mobile newsfeeds & digital newsrooms
        • Direct placement (Newsforce, mat releases)
        • Social media (Twitter, blogs, Facebook)
        • User generated/social news (iReport, Newsvine, Digg)
          • Approach with care! Digg and Newsvine hate PR flacks
    • 28. Achieve Parity: Display alongside similar news from big-name sources Press Release right next to CNET story!
    • 29. Mashing Up PR and Advertising Bypass the editorial chain altogether – buy your way into the premium news!
    • 30. Where Do I Post News Releases?
      • On your company newsroom (as RSS and/or HTML, not a PDF)
      • Free and paid wire services or PR ‘portals’
        • BusinessWire, PR Newswire, Marketwire, Prime Newswire are major wire services
        • Lots of cheap online-only distribution services
        • Not all services distribute to search engines and “news search engines” such as Yahoo News
    • 31. PR Portals
    • 32. Web Syndication Services Make sure they regularly get picked up by Google News—this is key
      • ExpertClick.com allows for HTML formatting and the liberal use of links
      • TransWorldNews gets picked up by Google News pick-up and also runs its own search engine
      • PRWeb distributes to Yahoo News, allows links
      • Newsforce Network is a paid placement network, but customer content is also submitted via RSS to Google and others
    • 33. Free Portals: Some are better than others, but use them
      • PR-USA.net is one that enjoys regular Google News pick-up
      • 24-7PressRelease.com, ClickPress and openPR.com sometimes see Google News pick-up and always improve universal Google Web visibility
      • List of 50 free News Release Portals: http://www.avangate.com/articles/press-release-distribution_69.htm
    • 34. RSS & SEO
      • Each syndicated press release or article would have one or more links to selected pages on your web site
      • RSS content is vital for SEO as the syndication builds back links
    • 35. Measurement & Metrics
    • 36. Easy to Track, Hard to Measure
      • Go back to your goals: what did you want to accomplish in terms of influence?
      • Decide upfront how you’ll measure success
      • Lots of new social media tracking tools:
        • Buzz Metrics
        • Radian6
        • Techrigy SM2 (has a free version)
      • Use cookies & tracking tags wherever possible, plus unique phone numbers
      • RSS & wire services may strip hyperlinks, tags
    • 37. Free for social media tracking: Techrigy SM2
    • 38. Not Free: Radian6 [drool-worthy dashboard]
    • 39. Search Engine Ranking
    • 40. Other Measurement
      • Feedburner tracks RSS subscribers and reads
      • Most paid syndication and wire services provide tracking and reporting
      • Use a unique phone number for your PR, too!
      • Look in your web analytics for referral information
    • 41. Thank You! [email_address] Follow me: Twitter.com/danatodd Become a Newsforce fan on Facebook! http://www.facebook.com/pages/Newsforce/43140934618 [email_address] Give me your card or email us for free whitepaper www.expansionplus.com Some of the slides in this deck were authored by and used with kind permission of Brent Skinner from STETrevisions www.linkedin.com/in/brentskinner Thanks, Brent!