Old School/New School: Get the Most Out of Your PR Strategy


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PR presentation at Lavacon 2010

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  • Bring books for sale?
  • adweek
  • Many of you are still using old school techniques when it comes to PR. You know I’m talking about you!
  • These days, a lot has changed in PR…online media kit: everything a journalist needs to write about you: photos, links, overview, milestones…yes, consumers are finding out about brands through press releases. http://eggmarketing.snappages.com/blogradio-media-kit.htm
  • … through a variety of channels, and it’s about keeping those channels consistent. The lines between PR, marketing and social media are blurring, and that’s ok. http://www.prweb.com
  • Title Summary City, State Date Body: 1st para: who, what, when, where and why Quote stands out Contact info Images Share this tool (what this does is put it in more places where more eyeballs will see it) If you’d like to see more examples of press releases, go to Prweb.com and look around.
  • There are many online distribution sites. I use PRWeb in my work, but there are others like Marketwire that offer paid distribution, as well as dozens with free distribution
  • Now we’ll watch a video that demonstrates how distribution sites like PRWeb work. http://www.youtube.com/watch_popup?v=1YB74txAaTc&vq=small
  • Add checklist graphic; Not every release has to be earth-shattering. Sometimes it’s just about keeping that presence in the news with a release. I recommend doing one release a month. Let’s do an exercise and start a press release for your company. Take a few minutes to come up with a topic for your release. (2 min) Now can we share those? Anyone?
  • Start w/ your basics from grammar class…Let’s go ahead and try this. Write who your release is about… The title is key to getting people to read it. ..Come up w/a title for your release; can we hear some?
  • Journalists get hundreds of pitches each day so it’s key to pay attention and follow these tips. Show pitch letter
  • DON’T include whole release in email; reference it or link to it. If they want it, they’ll ask. The more your release matters to people or journalists, the more it gives an answer or solution to a problem, the more ppl will read it.
  • If you don’t have one, have your web designer set up a page that is easy to edit and add new press release links to. Keep it updated. Include links to your releases as well as coverage in magazines, on websites, blogs and television. http://acentec.com/news-events/news
  • Show of hands: how many of you work with bloggers to write about your brand? Each blog has its own following. These readers trust the blogger. If she likes your product, her readers are more likely to buy it. Returned from blogging conference. Examples: women driving chevy cars and blogging about experience. Handing out samples from a brand. Writing content on the company’s site. My soap box: bloggers deserve to be paid. You’d pay for an ad with several thousand views per month; why wouldn’t you pay for a carefully written product review? http://www.givedaddy.com
  • Social media can be a great tool to promote your business. How many of you use Twitter? Facebook for business? That’s an entire other seminar! Tie in your press releases by linking to them on your company’s FB Page and Twitter profile.
  • More than 500 million people are on FB. They don’t like to leave the site to go to your website. Give them everything they need on your company’s FB Page. Explain…Like, is on Wall…could be promotion, link, news to get their interest (Go to Egg’s pages; add press release tab) Explain Twitter
  • I also have ebooks on eggmarketingpr.com on using Facebook and Twitter, as well as writing press releases, if anyone is interested.
  • Old School/New School: Get the Most Out of Your PR Strategy

    1. 1. Old School/New School:  Developing an Effective PR Strategy                Susan Payton President, Egg Marketing & Public Relations
    2. 2. INTRODUCTION President        Egg Marketing & Public Relations      eggmarketingpr.com Blogger      The Marketing Eggspert Blog      marketingeggspert.com       Mashable     mashable.com/author/susan-payton Author      Lifetips 101 Entrepreneur Tips      Internet Marketing Strategies for Entrepreneurs Susan Payton
    3. 3. PR: Old School <ul><ul><li>Mail press releases to editors </li></ul></ul><ul><ul><li>Hold press conferences </li></ul></ul><ul><ul><li>Not for the average company </li></ul></ul><ul><ul><li>Costly and ineffective for most companies </li></ul></ul>Companies Publications = Ineffective!
    4. 4. PR New School <ul><ul><li>Email or Tweet press pitch </li></ul></ul><ul><ul><li>Online media kit </li></ul></ul><ul><ul><li>Every company should  have PR </li></ul></ul><ul><ul><li>Low cost and time investment </li></ul></ul>Companies <ul><ul><li>Magazines </li></ul></ul><ul><ul><li>Websites </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Consumers </li></ul></ul>= Maximum Reach,  Minimum Effort!
    5. 5.                                                                                                                   <ul><li>What is New School Public Relations? </li></ul><ul><li>  Getting information or news about a company to the general public. </li></ul><ul><li>  </li></ul><ul><ul><li>Examples: </li></ul></ul><ul><ul><li>• Press Releases </li></ul></ul><ul><ul><li>• Product Reviews (on blogs, in magazines) </li></ul></ul><ul><ul><li>• Social Media (Twitter & Facebook) </li></ul></ul>
    6. 6. Press Releases
    7. 7. Press Releases <ul><li>Benefits </li></ul><ul><ul><li>Educate readers </li></ul></ul><ul><ul><li>Free promotion </li></ul></ul><ul><ul><li>SEO </li></ul></ul><ul><li>Methods to Distribute </li></ul><ul><ul><li>Online distribution </li></ul></ul><ul><ul><ul><li>PRWeb.com </li></ul></ul></ul><ul><li>  </li></ul><ul><li>  2.  Media </li></ul><ul><ul><ul><li>  journalists </li></ul></ul></ul><ul><ul><ul><li>  bloggers </li></ul></ul></ul>
    8. 8. PRWeb Distribution
    9. 9. • Launch of new business/grand opening • Launch of new website • Addition of major client or contract • Announcement of contest • Donation to charity or nonprofit event • Award received • Coverage in major media source   Topics to Write About
    10. 10. How to Write a Release <ul><li>Who </li></ul><ul><li>What </li></ul><ul><li>When </li></ul><ul><li>Where </li></ul><ul><li>Why </li></ul><ul><li>How </li></ul><ul><li>Clear Benefit </li></ul><ul><li>Catch Reader’s Attention </li></ul><ul><li>  Quotes </li></ul><ul><li>Contact Info </li></ul><ul><li>About Us </li></ul>
    11. 11. Pitching to the Media <ul><li>What Not to Do </li></ul><ul><ul><li>Send to every source, regardless of relevance  </li></ul></ul><ul><ul><li>Misspell name  </li></ul></ul><ul><ul><li>Not do homework  </li></ul></ul><ul><ul><li>Not read the publication </li></ul></ul><ul><li>                                                       </li></ul>What To Do: • Target your list • Get proper spelling • Find updated list of contacts • Read the section that's best fit for your news
    12. 12.                                                                                                                           Press Release Tips <ul><ul><li>Show a benefit to readers; why do people care? </li></ul></ul><ul><ul><li>Provide contact info: website, email, phone </li></ul></ul><ul><ul><li>Distribute midweek  </li></ul></ul><ul><ul><li>A press release isn't advertising </li></ul></ul><ul><ul><li>Don't just list product benefits; problem solve </li></ul></ul>
    13. 13. Press Release Newsroom <ul><li>Does your website have a News page? </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>• Single source for all news </li></ul><ul><li>Chronological listing of activity </li></ul><ul><li>Changing content good for SEO </li></ul>
    14. 14. Bloggers: Today's Journalists   Because bloggers look for fresh content regularly, you may be able to work with some in your industry to spread the word about your business.   • Product Reviews • Product Giveaways • Press Releases • Brand Evangelist   *Some bloggers charge for reviews.
    15. 15. • Interacts with other social media, blogs, websites. • Free or very cheap • Anyone can do it! • Expands your brand’s reach Social Media and PR
    16. 16. <ul><li>Facebook </li></ul><ul><li>  </li></ul><ul><ul><li>Create Page for company </li></ul></ul><ul><ul><ul><li>press releases </li></ul></ul></ul><ul><ul><ul><li>questions </li></ul></ul></ul><ul><ul><ul><li>reviews </li></ul></ul></ul><ul><ul><ul><li>photos </li></ul></ul></ul><ul><ul><ul><li>events  </li></ul></ul></ul>Which Sites to Use <ul><li>Twitter </li></ul><ul><li>  </li></ul><ul><ul><li>Find potential customers and follow them. </li></ul></ul><ul><ul><li>Tweet both personal and business. No one likes straight business </li></ul></ul><ul><ul><li>Create conversations! It's 2-way! </li></ul></ul>
    17. 17. Throw me your best PR questions!     Didn't get yours answered? Visit www.marketingeggspert.com and search for the answer or email me: susan@eggmarketingpr.com Q&A