Boffo Press Kitnn

Build a boffo online press kit! Rebecca Krause-Hardie / AudienceWorks.com January 12, 2010 Funding for the Bootstrap Music Series comes from The New York State Music Fund, established by the New York State Attorney General at Rockefeller Philanthropy Advisors.

Introductions & Housekeeping Rebecca Krause-Hardie

Today’s plan
What is PR anyway?
PR: The changing landscape
A little stuffy history
Essentials for your online Press Kit
Oops, I wish I hadn’t done that…
Cool stuff
Homework (talk’s cheap)
Q & A (but don’t wait until the end!)

What is PR?
Its public relations (not manipulation)
Informing, presenting, & distributing your brand
Using all the available channels… appropriately.
Who, what, where, when & why

A little history of the Press Kit
October 28, 1906

Who was it for?
Your local newspaper, radio or TV

you were really trying to reach…

Who is the Press Kit For Today?
Traditional Media
Presenters
Bloggers
Influencers
Radio Stations
Who else?

PR: The changing landscape
We can now reach communities of people directly.
We don’t control the media
Participation is the new marketing
Media is becoming socialized
New classes of authoritative voices
Newsflash: People are listening to each other!

Old Model of Communication One to Many Press The same message to many recipients Me

Here’s the New Model of Communication

When we do, here’s what happens Me

Examples of Good & Bad PR
Amazon - Kindle 1984

Examples of Good & Bad PR
Jet Blue - on the runway for 12 hrs

What to communicate & when
Big things
Little things
Some Examples

Become the other person
Who are you trying to reach?
What kinds of people
What is important to them
Where are they
Where do they look for information

Why Regular Press Releases Fail in Social Media
They have the wrong singular focus, which is on the company issuing the release.
They are full of marketing-speak that inherently engenders mistrust in the eyes of the social media audience.
They don’t have a specific audience in mind, and are written broadly and presented blandly.

The Social Media Press Release

Essentials of an online Press Kit
The Usual Stuff
Contact Info
Headline
Core News Facts
Quotes
Boilerplate Statements
Photo
Reviews, Press Quotes, Etc.

Essentials of an online Press Kit
The New Stuff
New Contact Info
Stories
Links
MP3 File / Podcast
Graphics
Video & Other multi-media
Search Engine Optimization “SEO”
RSS Feeds
Make it easy to share!

Contact Info
EXAMPLE
Name: Rebecca Krause-Hardie
IM contact YahooIM arkrausehardie
Skype krausehardie
Email krause @ moonroad.com
Phone 978-575-1454
Google Phone
Twitter @arkrausehardie

MP3 File / Podcast

Graphics

Search Engine Optimization
Identify your keywords
Use them frequently in your press release (But don’t overdue it).
Search pays special attention to Headers and items in bold
Search ignores flash, video, and graphics

Google Adwords Tool
https:// adwords .google.com/select/ KeywordToolExternal ? defaultView =2

Google Adwords Tool

Google Adwords Tool
Music Genre
Free ?
Instrument
Presenter
Composer
Performer
Conductor
Concert
Classical Heavy Metal Choral Country Blues

RSS Feeds
Do you have lots of news that is updated regularly?

Make it easy to share!

Creating your Press Kit
Tone
A destination
A packaged story
Influence the Influencers

Your Press Kit
Home base
Vibrant
Fan Acquisition
Tool for Fans
Conversion place
Useful

Examples of Press Kits

PR Web musician services

PR Web (page 2)

Examples of Press Kits

Topspin services for musicians

Let’s go look on the web

Homework
Discover your keywords (and bring them next week!)
Define who are you trying to reach
In one sentence tell us why we should write about you and why our readers will care.

Q & A
THANK YOU!
The Blog:
http://nysarts.typepad.com
Post your stuff, your questions, your insights, your feedback….

Upcoming Sessions
Session 2: PR Best Practices online
Tuesday Jan 19, 4:30 PM
Session 3: Successful Promotion on the web
Tuesday Jan 26, 4:30 PM
February: Multimedia Skills
March: Music, Money & Sustainability

Resources
The Blog: http://nysarts.typepad.com
Adwords: https://adwords.google.com
Musicians tools:
http://www. topspinmedia .com/
http://www. reverbnation .com/
http://tinyurl.com/prweb1
Case Study: http://tinyurl.com/fistfulayen1
PR template http://tinyurl.com/smPR1
Glossary of web terms:
http://www. seobook .com/glossary/#

Boffo Press Kitnn

by nysarts on Jan 19, 2010

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Boffo Press Kitnn — Presentation Transcript