Give Them Something to Talk About
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Give Them Something to Talk About

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Give Them Something to Talk About Give Them Something to Talk About Presentation Transcript


  • Let’s Give Them Something to Talk About Practical Methods for Online PR Success
    Webinar Sponsors:
  • Lisa BuyerPresident & CEO, The Buyer Group
    Founder of three media companies
    President and CEO of The Buyer Group, an interactive PR agency specializing in social media, SEO and branding
    Regular speaker on online PR, social media and search topics at national conferences including Search Engine Strategies and PubCon
    ClickZ contributing writer
    Editor of several blogs; teaches online courses on applying social media to business networks
  • The PR Question? Are you in yet?
    @lisabuyer
  • Yesterday’s Press Release
    Took weeks or months for approval
    Designed for the journalist only
    Was mailed, (yes mailed)
    Emailed, but went straight to junk email
    @lisabuyer
  • Yesterday’s ‘old school’ Press Release
    Search engines were for geeks
    Usually ended up in the trash or delete button
    Hardly ever made it to the end user
    Measured by clippings!
    @lisabuyer
  • Today’s Press Release
    Can happen in 140 characters or less from anyone!
  • Today’s Press Release
    Reports the news via search, social and traditional
    Is 24/7 without boundaries or limits
    More PR power and control than ever to push the news out and pull the world in
    Using a mix of online PR and social media strategies
    @lisabuyer
  • Today’s Press Release
    More measurable than ever
    @lisabuyer
  • Today’s Press Release
    Who are we writing for?
    The journalist
    Direct to audience
    Search engines
    And most recently: social media networks like Twitter, Facebook and LinkedIn
    @lisabuyer
  • Today’s Press Release
    What does it look like?
    Optimized with keywords
    400 words or less
    Images and video
    PR Tweets in 120 characters or less – capture the power of the RT – make it easy
    Facebook Posts
    LinkedIn status updates
    @lisabuyer
  • Today’s Press Release
    Might have two different headlines!
    Traditional PR headline – more creative
    Online PR headline – optimized and very to the point with keywords
    @lisabuyer
  • Wall Street Journal Headline Example
    @lisabuyer
  • Page one of Google Web
    @lisabuyer
  • Page one of Google News – 1st result
    @lisabuyer
  • Today’s Online Press Release
    What does it do?
    Gets good search results (think editorial)
    Gets Tweeted and even better: RT
    Gets Liked on Facebook
    Gets online media attention
    Delivers qualified traffic to a website
    Delivers qualified traffic to a blog
    @lisabuyer
  • Today’s Online PR + Social Media News
    @lisabuyer
  • How does the news find us?
    @lisabuyer
  • How does the news find us?
    @lisabuyer
  • Pulling online readers in using Keywords and press releases
    The KEY is in the keywords
    Pick two to three keywords
    Think like a searcher
    What words would you use to do a search?
    Research
    @lisabuyer
    @lisabuyer
  • Keywords and press releases
    How to use keywords
    Headline
    Subhead
    First paragraph
    Tip: Write for the searcher and the search
    Writing for online PR is a balancing act
    Part art and part science
    @lisabuyer
  • Socialize news
    • Optimized Content
    Keywords, keywords, keywords!
    @lisabuyer
  • The PR/Social Media Stats
    Why?
    65% of journalists use social media sites such as Facebook and LinkedIn for story sources
    Like button used by 2 million websites
    52% of journalists use microblogging services such as Twitter
    @lisabuyer
  • How does the news find us?
    @lisabuyer
  • Reporting PR news with social media
    Tweeting for PR
    Be the Twitter voice of your industry
    Break up your press releases into 120 character tweets – not just the headline with a link
    Why 120 characters?
    Tip: Write for the searcher and the search
    Writing for online PR is a balancing act
    Part art and part science
    @lisabuyer
  • Reporting the news with social media
    The Power of Tweet and RT
    Tweeting your press releases increases chances of Google visibility
    @lisabuyer
  • Reporting the news with social media
    The Likeness of sharing news on Facebook
    Be part of delivering the news to 500 million+ Facebook community
  • Reporting the news with social media
    Latest: LinkedIn get Sharing Tool –
    @lisabuyer
  • Reporting the news with social media
    PR professionals are publishers for clients
    Need to think and act like publishers
    Think like your client searchers
    Take advantage of how to control and leverage the editorial opportunity using PR and Social Media
    @lisabuyer
  • Keywords tools you can use
    Special Code:
    PRWEB
    Expires 12/3/10
    @5 pm ET
    @lisabuyer
  • tools you can use
    Thank you PRWeb
    @lisabuyer
  • Conferences you can use
    Online PR Sessions, SEO Intro sessions and Social Media Sessions
    @lisabuyer
  • People to Follow
    @lisabuyer
  • Media to Follow
    @lisabuyer
  • Questions?
    @lisabuyer
  • Speaker: Lisa Buyer, President & CEO The Buyer Group
    Website: www.thebuyergroup.com
    Twitter: http://Twitter.com/lisabuyer or @lisabuyer
    LinkedIn: http://www.linkedin.com/in/lisabuyer
    Facebook: http://www.facebook.com/thebuyergroup
    Blog: http://thebuyergroup.com/blog
  • Thank you for participating in today’s webcast with Lisa Buyer.
    Learn the latest Search and Social trends, strategies and tactics for 2011 at SES New York Conference & Expo, March 21-25 at the Hilton New York.
    Register today and SAVE UP TO $1099
    use priority code: 20PRW.
    expires January 21
    www.SESNewYork.com
  • About PRWeb
    PRWeb is the leader in online news distribution and online publicity. PRWeb "democratized" news distribution, transforming the "press release" from an expensive tool used by large corporations to an inexpensive yet highly effective way for organizations of all sizes to distribute their news on the Internet, increase their visibility online and attract customers. PRWeb is a service of Vocus. (NASDAQ: VOCS). Learn more at www.prweb.com.
    About Vocus
    Vocus is one of the world's leading on-demand software companies for public relations and marketing professionals, and small businesses. Vocus enables organizations to increase their visibility, generate publicity,  monitor and measure their reputation, and engage with journalists and consumers across traditional and social media. Vocus is based in Lanham, MD with offices in North America, Europe and Asia. Vocus software is used by thousands of organizations worldwide and is available in seven languages. NASDAQ: VOCS. Learn more at www.vocus.com.