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Media Relations Rewired

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Co-Presented with Christine Benton (@ChristineBenton) at NewComm Forum 2010

Co-Presented with Christine Benton (@ChristineBenton) at NewComm Forum 2010

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  • While the media may have changed – we’re no longer sending pitches via snail mail and more and more of our stories are appearing online – the model hasn’t changed much at all.
  • http://www.flickr.com/photos/b-tal/163450213/sizes/o/
  • http://www.sxc.hu/browse.phtml?f=download&id=1206710
  • Photo: http://www.sxc.hu/photo/630271 “ that last response gets right to our point…..”
  • http://www.flickr.com/photos/jurvetson/916142/
  • Image: http://www.flowtown.com/blog/how-social-engagement-is-changing
  • http://www.sxc.hu/browse.phtml?f=download&id=1131839 http://www.flickr.com/photos/jpowers65/3602148271/sizes/o/ http://www.sxc.hu/browse.phtml?f=download&id=921297 http://www.sxc.hu/browse.phtml?f=download&id=631880
  • http://farm3.static.flickr.com/2399/2075940741_fefbae3035_o.jpg http://www.sxc.hu/photo/904104 http://www.sxc.hu/browse.phtml?f=download&id=904104 http://www.flickr.com/photos/porsupah/4365802719/sizes/o/ http://www.sxc.hu/browse.phtml?f=download&id=978180

Media Relations Rewired Media Relations Rewired Presentation Transcript

  • media relations REWIRED Presented by Christine Benton & Mike Pilarz, Burson-Marsteller
  • Rinse and repeat Idea leads to pitch Pitch leads to story Story goes on the wall media relations 1.0
  • but what about the reaction to those stories?
  • pop quiz: a story you’ve been working on for weeks is finally published… what’s your next move?
  • “ Maybe post it on my Facebook profile if I’m really proud of it.” "Read the entire article, check for inaccuracies, analyze the content and tone. Finally, package up for client review." "Go outside, get a coffee, and take a 15 minute break. Or maybe call it a day and grab a beer.”
  • things have changed have we?
  • Via PostRank engagement is booming
  • but it’s shifting off-site Via PostRank
  • “ We are all human aggregators now.” - Nick Bilton, New York Times , January 22, 2010
  • shouldn’t we be listening?
  • Idea leads to pitch Pitch leads to story media relations rewired Rinse and repeat Story goes on the wall
  • media relations rewired
  • the new media relations toolbox
    • Topsy.com
    • TweetMeme.com
    • Backtype.com/connect
    • IceRocket.com
    • Blogsearch.google.com
    • Baked-in URL search
    • For everything else:
    • Google.com/alerts
    • FemToo.com
  • lessons where should we engage? who did we reach? where are our fans? how far did it spread?
  • challenges scale facebook change resistance to change
  • questions? [email_address] @ChristineBenton [email_address] @MikePilarz Our blog: www.HaroldsKids.Wordpress.com
  • photos & sources
    • http://www.istockphoto.com/file_closeup.php?id=8403566
    • http://www.sxc.hu/photo/190593
    • http://www.sxc.hu/photo/1083865
    • http://www.sportsgalleryweb.com/images/framing/newspaper_large.jpg
    • http://www.sxc.hu/browse.phtml?f=download&id=971126
    • http://www.sportsgalleryweb.com/images/framing/newspaper_large.jpg
    • http://www.flickr.com/photos/b-tal/163450213/sizes/o/
    • h ttp://www.sxc.hu/browse.phtml?f=download&id=1206710
    • http://www.sxc.hu/photo/630271
    • http://www.slideshare.net/igrigorik/measuring-engagement-of-the-social-web-20072009?from=ss_embed
    • http://bits.blogs.nytimes.com/2010/01/22/adding-controlled-serendipity-to-the-web/
    • http://www.sxc.hu/photo/1195551
    • http://techcrunch.com/2010/04/17/cloudmades-openstreetmap-surges-on-wikipedia-like-user-passion/
    • http://www.sxc.hu/browse.phtml?f=download&id=1131839
    • http://www.flickr.com/photos/jpowers65/3602148271/sizes/o/
    • http://www.sxc.hu/browse.phtml?f=download&id=921297
    • http://www.sxc.hu/browse.phtml?f=download&id=631880
    • http://farm3.static.flickr.com/2399/2075940741_fefbae3035_o.jpg
    • http://www.sxc.hu/photo/904104
    • http://www.flickr.com/photos/porsupah/4365802719/sizes/o/
    • http://www.sxc.hu/browse.phtml?f=download&id=978180