How PR is growing and evolving

The news is dying … sorta The dissolution of traditional media The era of the freelancer / blogger Blogs – Networks, Corporate, Individuals Networks include WIN, Gawker, and more Individual blogs having influence Rise of corporate blogs … don’t always work The rise of microblogging, microPR and micronews: Twitter Podcasts and YouTube – the rise of the online VNR/ANR Social Networks – MySpace, Facebook, LinkedIn, Ning Wikipedia – the knowledge and ignorance of the masses Y! and Google Groups – still powerful, influential, social Message Boards/Newsgroups/Forums – the original social media, with large readership and influence

The news is dying … sorta

The dissolution of traditional media

The era of the freelancer / blogger

Blogs – Networks, Corporate, Individuals

Networks include WIN, Gawker, and more

Individual blogs having influence

Rise of corporate blogs … don’t always work

The rise of microblogging, microPR and micronews: Twitter

Podcasts and YouTube – the rise of the online VNR/ANR

Social Networks – MySpace, Facebook, LinkedIn, Ning

Wikipedia – the knowledge and ignorance of the masses

Y! and Google Groups – still powerful, influential, social

Message Boards/Newsgroups/Forums – the original social media, with large readership and influence

Newspapers and magazines shutting down Journalists are either going to freelancing, personal blogs or blog networks Networks include Daily Beast, Pajama Media, Huffington Post, Gawker Newspapers are pushing to blogs Journalists required to file AND blog Relationships are more important than ever PR is more important than ever

Newspapers and magazines shutting down

Journalists are either going to freelancing, personal blogs or blog networks

Networks include Daily Beast, Pajama Media, Huffington Post, Gawker

Newspapers are pushing to blogs

Journalists required to file AND blog

Relationships are more important than ever

PR is more important than ever

Blogs have become the new media Talking directly to audiences, niche and verticals Networks out there for everyone From left – Dailykos, Huffington Post, Wonkette From right – LGF, Michelle Malkin, Red State For women – BlogHer, Jezebel General media – B5 Media, Gawker, WIN, Daily Beast Rise of the personal brand, expert in one or two things Corporate Blogs Don’t Work December 9, 2008 report from Forrester Only 16 percent of consumers believe corporate blogs Better to engage audiences on popular blogs Social media is about conversations, engaging the audience

Blogs have become the new media

Talking directly to audiences, niche and verticals

Networks out there for everyone

From left – Dailykos, Huffington Post, Wonkette

From right – LGF, Michelle Malkin, Red State

For women – BlogHer, Jezebel

General media – B5 Media, Gawker, WIN, Daily Beast

Rise of the personal brand, expert in one or two things

Corporate Blogs Don’t Work

December 9, 2008 report from Forrester

Only 16 percent of consumers believe corporate blogs

Better to engage audiences on popular blogs

Social media is about conversations, engaging the audience

600% YOY growth (source: AllThingsD/WSJ) Explosion of journalists and media on Twitter http://twitteringjournalists.pbwiki.com/ Explosion of corporations using Twitter CEOs Corporations Government Easy to set-up an account and get into conversations http://search.twitter.com – find those talking about you / your brand Mr. Tweet - @mrtweet – finds followers for you

600% YOY growth (source: AllThingsD/WSJ)

Explosion of journalists and media on Twitter

http://twitteringjournalists.pbwiki.com/

Explosion of corporations using Twitter

CEOs

Corporations

Government

Easy to set-up an account and get into conversations

http://search.twitter.com – find those talking about you / your brand

Mr. Tweet - @mrtweet – finds followers for you

An opportunity to speak directly to audiences No need for high-end flashiness, just be real Cheap to implement, easy-to-use Important is use of tags – what is the video, how it is searched Examples: GM, Israel

An opportunity to speak directly to audiences

No need for high-end flashiness, just be real

Cheap to implement, easy-to-use

Important is use of tags – what is the video, how it is searched

Examples: GM, Israel

Going where the audience is… Facebook is more college-plus Average age is now 35, higher socio-economic standing MySpace is music oriented Younger and lower socio-economic LinkedIn is very professionally oriented Launched groups in Q408 Higher demographic, higher age Ning is user created communities From corporations to individuals sharing interests Getting to the community, wherever they are

Going where the audience is…

Facebook is more college-plus

Average age is now 35, higher socio-economic standing

MySpace is music oriented

Younger and lower socio-economic

LinkedIn is very professionally oriented

Launched groups in Q408

Higher demographic, higher age

Ning is user created communities

From corporations to individuals sharing interests

Getting to the community, wherever they are

The wisdom of the crowds, coupled with the idiocy and biases of the crowd Hard to change data, have to register and get through the self-appointed editors Full transparency, though, and can edit for details and information Ossetia has page – if wrong data, should and can be corrected Either go through the editors themselves, or set-up account

The wisdom of the crowds, coupled with the idiocy and biases of the crowd

Hard to change data, have to register and get through the self-appointed editors

Full transparency, though, and can edit for details and information

Ossetia has page – if wrong data, should and can be corrected

Either go through the editors themselves, or set-up account

Full engagement Don’t SPAM WHY should they care WHO are you Model A Contact moderators of message boards/group Be very informal and friendly Offer yourself up as a conduit to the company You are the go-to person to get what they want Offer up information / access / samples Model B Join the message board/group Be fully transparent - who you are, what you are doing Participate and answer questions in a timely manner ABA - always be available

Full engagement

Don’t SPAM

WHY should they care

WHO are you

Model A

Contact moderators of message boards/group

Be very informal and friendly

Offer yourself up as a conduit to the company

You are the go-to person to get what they want

Offer up information / access / samples

Model B

Join the message board/group

Be fully transparent - who you are, what you are doing

Participate and answer questions in a timely manner

ABA - always be available

It’s public relations, but at it’s base: public Simple, to the point, paragraph Use real name Be upfront and honest and simple about the reason you’re emailing Let them know why you are contacting, and for whom The basic rules of social media outreach Be upfront and truthful when working in social media It is not about the corporate marketing message It is about sharing information, access Be very on point to specific, appropriate bloggers Bloggers have sweet spots and points of interest, and they need to be taken into consideration

It’s public relations, but at it’s base: public

Simple, to the point, paragraph

Use real name

Be upfront and honest and simple about the reason you’re emailing

Let them know why you are contacting, and for whom

The basic rules of social media outreach

Be upfront and truthful when working in social media

It is not about the corporate marketing message

It is about sharing information, access

Be very on point to specific, appropriate bloggers

Bloggers have sweet spots and points of interest, and they need to be taken into consideration

Social Media is not an end-all, be-all Part of the communications mix Bloggers do not need to write, media does Should be treated like another tactic Unlike media, cannot be controlled Unlike media, cannot be harnessed Unlike media, usually does not honor NDAs or embargos Unlike media, bad pitches are mocked & exposed Transparency Hot button issue is full transparency Lack of transparency easily backfires

Social Media is not an end-all, be-all

Part of the communications mix

Bloggers do not need to write, media does

Should be treated like another tactic

Unlike media, cannot be controlled

Unlike media, cannot be harnessed

Unlike media, usually does not honor NDAs or embargos

Unlike media, bad pitches are mocked & exposed

Transparency

Hot button issue is full transparency

Lack of transparency easily backfires

Forget what you know about traditional PR Social Media is about relationships and friendships and being human Social Media can be cranky If the pitch is bad, expect to be exposed Bloggers can be overly cynical and critical Avoid “marketing” at all costs Be open, upfront and honest in your pitch Tailor the angle to focus on blogger’s niche Be knowledgeable, timely and succinct Gauge interest, gain permission to send material Always include relevant links for more info Tread very cautiously Be sure what you’re pitching is super-relevant Digital cameras for Photo enthusiasts, food and events for foodie bloggers, political books for activist bloggers, etc.

Forget what you know about traditional PR

Social Media is about relationships and friendships and being human

Social Media can be cranky

If the pitch is bad, expect to be exposed

Bloggers can be overly cynical and critical

Avoid “marketing” at all costs

Be open, upfront and honest in your pitch

Tailor the angle to focus on blogger’s niche

Be knowledgeable, timely and succinct

Gauge interest, gain permission to send material

Always include relevant links for more info

Tread very cautiously

Be sure what you’re pitching is super-relevant

Digital cameras for Photo enthusiasts, food and events for foodie bloggers, political books for activist bloggers, etc.

Be prepared to be ignored and/or insulted No corporate speak, marketing or overt messaging No press releases as cut-and-paste or attachment Provide links to appropriate material Short and to the point Monitor conversation in real-time Forget about the follow-up call / email Keep expectations realistic It is about engaging the community Two-way dialogue, a conversation Comment only when appropriate – do not comment for comment sake

Be prepared to be ignored and/or insulted

No corporate speak, marketing or overt messaging

No press releases as cut-and-paste or attachment

Provide links to appropriate material

Short and to the point

Monitor conversation in real-time

Forget about the follow-up call / email

Keep expectations realistic

It is about engaging the community

Two-way dialogue, a conversation

Comment only when appropriate – do not comment for comment sake

Blogs are not a fall-back if the traditional press does not bite The press needs to write Bloggers choose to write It is about “community” Moreso than journalism If you are not part of the community, you are an interloper / intruder It is not MR – it is CR Social media is community relations – think of how you work in the community

Blogs are not a fall-back if the traditional press does not bite

The press needs to write

Bloggers choose to write

It is about “community”

Moreso than journalism

If you are not part of the community, you are an interloper / intruder

It is not MR – it is CR

Social media is community relations – think of how you work in the community

Jeremy Pepper Email: [email_address] Twitter: @jspepper Blog: http://pop-pr.blogspot.com Phone number: 415-449-0669

Jeremy Pepper

Email: [email_address]

Twitter: @jspepper

Blog: http://pop-pr.blogspot.com

Phone number: 415-449-0669