Miss the Cision webinar by Carrie Morgan and Heidi Sullivan on digital public relation tactics? Watch it here: http://bit.ly/121t8Lr

1. Digital PR Tactics
with presenters:
Carrie Morgan @morgancarrie
Heidi Sullivan @hksully

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How to Participate Today
 During today’s web seminar,
attendees will be in listen-only
mode.
 If you are experiencing audio
issues, please contact:
GoToWebinar: 1-800-263-6317
 Submit text questions Q&A
addressed at the end of today’s
session
 Everyone will receive an email
within 24 hours with a link to view a
recorded version of today’s session

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Webinar Hashtag #cision
Follow Us!

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Your Featured Presenter: Carrie Morgan
Author of ―Digital Haystack:
Essential PR Tactics to Explode
Online Visibility & Engagement‖
(Career Press, Spring 2014)
Founder of #PRprochat
(first Thursdays at 12pm PST)
20+ years of agency & corporate
experience
President & Consultant,
Rock the Status Quo

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Your Co-Presenter: Heidi Sullivan
Senior Vice
President, Digital
Media, Cision
Named to PRWeek’s 2012
list of 40-under-40 in PR
Regularly sought as a
panelist & presenter at
conference and industry
events

6. Section DividerOnline PR

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Digital PR =
traditional PR + content
marketing, social media
and SEO

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Digital PR
 PR - not just about just media relations and press releases
• we have more control, more outlets and FAR more visibility
 Now includes ALL the ways a brand can be visible: online + off
• traditional media + self-publishing (brand journalism)
• direct conversations instead of mass outreach
• being found, instead of finding them
• challenge is not finding opportunities, it’s being heard among the noise
 Content marketing expands coverage, shares value & showcases
expertise
• guest blog posts, bylined articles, blog syndication, slide
decks, infographics, more content digested more ways
 Social & search helps it be found, shared & discussed by the right
audiences

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Great Basics to Start With
 Blogger relations
• Intelligent comments (be an expert)
• Guest blog posts (leverage their audience)
• Syndicated content (improved reach)
 Twitter lists to build journalist relationships & monitor editorial opps
• Build by industry, client, trade, location – whatever helps you do more faster
• They don’t have to follow you – private or public
• Listen, listen, listen
• Never pitch cold unless responding to a source request
 Socializing to curate content & build relationships
• Share with a targeted audience to build visibility
• Talk about what you share
• Share + promote your own content

10. Section DividerContent Marketing

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What is
Content
Marketing?

12. Creating and distributing relevant
and valuable content to attract,
acquire, and engage a clearly defined
and understood target audience.
Source: Content Marketing Institute

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Where is your content being created today?
Company Blog Press Release
Social Media
Articles Infographics

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am·pli·fy: to increase the strength or
amount of; especially:
to make louder.‖
- Merriam-Webster In content
marketing
terms,
amplification refers to
tactics that help our
content reach the
audiences we are
targeting.
One form of this is
native
advertising.

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Sharing content outside your circles
 The First Circle: These are the
connections that are closest to
us — and the strongest. These
are people who share our
content simply because they
know and trust us. You can
think of these people as our
―brand fans‖.
 The Second Circle: These are
the friends of those in your first
circle. They see our content on
a regular basis because our
first circle connections share it.
 But how else can I reach
these other circles to help
promote organic growth?
16
The Book of Business Awesome. 2012

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Cision Content Marketing Suite

18. Section DividerSEO

19. “Don’t let SEO overwhelm you.
Start with basics that directly apply to
your specific role.”
- Carrie Morgan

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Keyword Research 101
Identify the right keywords and phrases

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Keyword Research 101
 Focus on ONE keyword or phrase per
page or piece of content
 Identify 1-2 primary keywords/phrases
for the company or brand
Beyond the Content
 Use keywords to drive your blog, editorial
calendar or posts
 Share keyword research with clients
• free insight into customer demand & trends.
 Understand how relevancy matters
• good content must support the keyword.

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Magic Trifecta of Keywords
 Permalink + Page Title + Page Description
 Leverage sites that already rank well for fast traction

23. Section DividerSocial Media

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Know Your Audience
 Be fully invested in the community you’re part of
 Deliver real value to them
 Follow the Rule of Three’s

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The Importance of Lists
Use Public and Private Lists on
Twitter to:
• Cut through the Noise
• Learn more about a group of
people you want to build
relationships with
• Interact with
Journalists, Influencers &
Advocates

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Influencer Identification
Question: How do you determine
influencers in your space?
Question: How will you
measure their influence?
Answer these before starting your social
content marketing journey

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Finding Influencers
 Blogs – Topics of Interest + Metrics
• (Comments, Inbound Links, Subscribers)
 Twitter – Search for Topic + User’s
Stats on # of Industry Mentions, Type
of Following, Interactions
 LinkedIn – Look at ‘Top Influencer’
section
Once you find your influencers, who
do they cite & talk to? These people are
more than likely influencers, too.

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Engaging with Influencers & Advocates
 Participate: Engage with their content
 Mention: Link to them in blog posts, include them in
tweets, etc.

29. Digital PR Tactics
Questions?