gilchristgroup.com   © 2012 Pamela Gilchrist All Rights Reserved
Expert influence™                                                                   Pamela Gilchrist                      ...
What We Will Cover…Public Relations2.        Build & leverage brand awareness3.        Develop key messages & supporting c...
Expert influence™                       THREE PILLARS                       Thought Leadership                         Med...
How To Become An                     Expert With Influence• Develop Your “Why”                               • Be Vertical...
Build Your Expert Brand                     •   Tell stories                     •   Be the expert (an earned right)      ...
Influential Experts    Exhibit The Following Characteristics                     1. Likeable                     2. Believ...
CautionThought Leadership Is “Earned” not ordained.• “Trust is built on reputation and reputation is  generally NOT built ...
Pam’s Tips•     Develop Your “Why”•     What Authority•     Plan Your Message•     Get Coaching•     Integrate With Busine...
Pam’s Tips      •     Be Vertically Famous      •     Get Published      •     Step Up To Leadership      •     Build Your...
For Best Results:                     Influence | Engage                ExpertInfluence™•     Build Awareness•     Build U...
Get A Go-To-Market Strategygilchristgroup.com   © 2012 Pamela Gilchrist All Rights Reserved
Integrated                     Communications                 Move Consistent Messages Across                   Multiple C...
A Little Planning• What is your purpose?• What is your goal?• Who do you want to reach• Why do you want to communicate  wi...
Planning Cont.• What do you have to say that matters?• How will it benefit others?        (It’s sharing, not selling!)• Ho...
INTEGRATE YOUR  MARKETING STRATEGYgilchristgroup.com   © 2012 Pamela Gilchrist All Rights Reserved
Branded PR• Use your personal brand• Be consistent across all channels• Use logos, photos, taglinesgilchristgroup.com   © ...
Build Brand Awareness           5 Steps To Build Brand Awareness2. W-O-M3. Live Networking4. Social Media/Social Networkin...
Build Brand Awareness•   Crowd sourcing•   Business announcements•   Share expertise•   Link, link, link•   Promote upcomi...
Online Presencegilchristgroup.com      © 2012 Pamela Gilchrist All Rights Reserved
Live Search• Every Tweet, Every Post, Every Link,  Every Breath You Take…                                                 ...
Online Strategy•     Additive -- Not Substitution•     Offers Vital New Channels (CGC)•     Allows Show & Tell•     Multip...
Social Media      Top 7 Social Media Tools2.        Dynamic Website/Blog3.        User Generated Content4.        Links & ...
More Outlets To Tell Your Story1.        Podcast2.        Push-Email3.        Radio4.        TV5.        Newslettersgilchr...
http://www.youtube.com/watch?v=mt0nMju0VPQ&feature=fvwrelgilchristgroup.com    © 2012 Pamela Gilchrist All Rights Reserved
Content Strategygilchristgroup.com      © 2012 Pamela Gilchrist All Rights Reserved
Where To Start: Big PictureMake It Part Of Your Go-To-Market Strategygilchristgroup.com        © 2012 Pamela Gilchrist All...
Content Economy•     Be Relevant                              • 80/20 or 50/50•     Be Thoughtful                         ...
Keywords                         Conversation Boundaries                                  Content Outlines                ...
Where To Start: Big Picture•     Support Your Brand Position•     Be True To Your Topics•     Keywords•     Conversation B...
Where To Start: Development•     Speeches•     Webinars•     Articles•     Booksgilchristgroup.com       © 2012 Pamela Gil...
Content Strategy:• Podcasts                                  • Relevant Convos                                            ...
gilchristgroup.com   © 2012 Pamela Gilchrist All Rights Reserved
gilchristgroup.com   © 2012 Pamela Gilchrist All Rights Reserved
gilchristgroup.com   © 2012 Pamela Gilchrist All Rights Reserved
http://pitch.pe/77928http://www.pitchengine.com/account-center.php?id=2498 gilchristgroup.com        © 2012 Pamela Gilchri...
gilchristgroup.com   © 2012 Pamela Gilchrist All Rights Reserved
gilchristgroup.com   © 2012 Pamela Gilchrist All Rights Reserved
Myths & Realities•         Myth: It’s Easy•         Myth: It’s Cheap•         Myth: All I need are sound bites•         Re...
Media Kit                 •   Bio                 •   Fact Sheet                 •   News Release                 •   Prom...
Expert influence™                               EXAMPLESgilchristgroup.com       © 2012 Pamela Gilchrist All Rights Reserved
gilchristgroup.com   © 2012 Pamela Gilchrist All Rights Reserved
gilchristgroup.com   © 2012 Pamela Gilchrist All Rights Reserved
gilchristgroup.com   © 2012 Pamela Gilchrist All Rights Reserved
gilchristgroup.com   © 2012 Pamela Gilchrist All Rights Reserved
gilchristgroup.com   © 2012 Pamela Gilchrist All Rights Reserved
Links To TV Clips                     http://www.news10.net/video/player.asp?filename=http://www.sacandco.net/clips/april2...
gilchristgroup.com   © 2012 Pamela Gilchrist All Rights Reserved
Earning The Right – My Story•      20+ years telling other peoples stories       Magazine editor       Speaker-Link™ progr...
gilchristgroup.com   © 2012 Pamela Gilchrist All Rights Reserved
Secret Revealedgilchristgroup.com      © 2012 Pamela Gilchrist All Rights Reserved
Pam’s Tips            Top Five Strategies To Remember2.        Relevant content is king3.        Add value4.        Be aut...
Marketing | PR Reminders•     Be relevant                              • The customer is in control•     Be professional  ...
Any Questions?gilchristgroup.com     © 2012 Pamela Gilchrist All Rights Reserved
Continue The Conversation Pamela Gilchrist, MA, APR, CPT   Chief Strategist, Gilchrist Group    Strategist | Speaker | Aut...
Pamela Gilchrist                                                                   Chief Strategist l CEO                 ...
gilchristgroup.com   © 2012 Pamela Gilchrist All Rights Reserved
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Branding & PR Expert Insight For Authors And Speakers

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How to build your personal brand through thought leadership, media relations and social media.

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Branding & PR Expert Insight For Authors And Speakers

  1. 1. gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  2. 2. Expert influence™ Pamela Gilchrist Chief Strategist l CEO Gilchrist Group @pamgilchrist # NSAOHIOgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  3. 3. What We Will Cover…Public Relations2. Build & leverage brand awareness3. Develop key messages & supporting content4. Understand the elements of a great media kit5. Develop your “Content Strategy” & “Ed Cal”6. Identify tools and communications channels to grow your brand7. Identify opportunities/tools for generating publicity8. Learn why your website and online presence are key ingredients for success Expert influence™gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  4. 4. Expert influence™ THREE PILLARS Thought Leadership Media Relations Online Presencegilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  5. 5. How To Become An Expert With Influence• Develop Your “Why” • Be Vertically Famous• What Authority • Get Published• Plan Your Message • Step Up To• Get Spokesperson Leadership Coaching • Build Your Reputation• Integrate With • Be Quotable Business Objectives • Be Strategic• Take A Stand • Be Controversial Work With A Team Of Expertsgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  6. 6. Build Your Expert Brand • Tell stories • Be the expert (an earned right) • Market your expertise • Leverage expertise • Influence others • Develop trusted relationshipsgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  7. 7. Influential Experts Exhibit The Following Characteristics 1. Likeable 2. Believable/Credible 3. Trustworthy 4. Subject Matter Expert 5. Entertaining/Interesting 6. Achieved “Message Mission”gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  8. 8. CautionThought Leadership Is “Earned” not ordained.• “Trust is built on reputation and reputation is generally NOT built on advertising or looking smart.” -- Elise Bauer• “Thought leadership is not what you say or write. It is a way of being.” -- Brian Carroll Power Of Intentiongilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  9. 9. Pam’s Tips• Develop Your “Why”• What Authority• Plan Your Message• Get Coaching• Integrate With Business Objectives• Take A Standgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  10. 10. Pam’s Tips • Be Vertically Famous • Get Published • Step Up To Leadership • Build Your Reputation • Be Quotable • Be Strategic Work With A Team Of Expertsgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  11. 11. For Best Results: Influence | Engage ExpertInfluence™• Build Awareness• Build Understanding• Build Relationships• Build Credibility• Build Loyalty• Build Salesgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  12. 12. Get A Go-To-Market Strategygilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  13. 13. Integrated Communications Move Consistent Messages Across Multiple Channels & Platforms • Public Relations •Community •Online Strategy • Media Relations •Employees •SEO • Trade Shows •Sustainability •SEM • Analysts •Case Studies •Blogs • Thought Leadership •White Papers •Blog comments • Expert Spokespeople •Podcasts •Cross-links • Training •Webinarsgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  14. 14. A Little Planning• What is your purpose?• What is your goal?• Who do you want to reach• Why do you want to communicate with them?• Are you willing to listen?gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  15. 15. Planning Cont.• What do you have to say that matters?• How will it benefit others? (It’s sharing, not selling!)• How does it fit into your overall communications plan?• How will you implement/manage• Define your editorial boundariesgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  16. 16. INTEGRATE YOUR MARKETING STRATEGYgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  17. 17. Branded PR• Use your personal brand• Be consistent across all channels• Use logos, photos, taglinesgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  18. 18. Build Brand Awareness 5 Steps To Build Brand Awareness2. W-O-M3. Live Networking4. Social Media/Social Networking5. Speaking Engagements6. Published Articlesgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  19. 19. Build Brand Awareness• Crowd sourcing• Business announcements• Share expertise• Link, link, link• Promote upcoming speeches/eventsgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  20. 20. Online Presencegilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  21. 21. Live Search• Every Tweet, Every Post, Every Link, Every Breath You Take… ISgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  22. 22. Online Strategy• Additive -- Not Substitution• Offers Vital New Channels (CGC)• Allows Show & Tell• Multiple Data Points To Complete Puzzle• Allows Control Over Framing• SEO/SEM Raises Awareness• Social Media Newsrooms• Enhanced/Tagged News Releasesgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  23. 23. Social Media Top 7 Social Media Tools2. Dynamic Website/Blog3. User Generated Content4. Links & Back Links5. You Tube6. LinkedIn7. Facebook8. Twittergilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  24. 24. More Outlets To Tell Your Story1. Podcast2. Push-Email3. Radio4. TV5. Newslettersgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  25. 25. http://www.youtube.com/watch?v=mt0nMju0VPQ&feature=fvwrelgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  26. 26. Content Strategygilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  27. 27. Where To Start: Big PictureMake It Part Of Your Go-To-Market Strategygilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  28. 28. Content Economy• Be Relevant • 80/20 or 50/50• Be Thoughtful • Be Linkable• Be On Point• Be Useful• Be Informational• Be Consistent• Be Friendlygilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  29. 29. Keywords Conversation Boundaries Content Outlines Go To Market Strategy Content Development Speeches, Webinars, Articles, Books Podcasts, Ebooks, Publicity Blog Posts Relevant Conversations Links, Back Links Tweetsgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  30. 30. Where To Start: Big Picture• Support Your Brand Position• Be True To Your Topics• Keywords• Conversation Boundariesgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  31. 31. Where To Start: Development• Speeches• Webinars• Articles• Booksgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  32. 32. Content Strategy:• Podcasts • Relevant Convos • Links• Ebooks • Back Links• Blog Posts • Tweets• Publicitygilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  33. 33. gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  34. 34. gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  35. 35. gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  36. 36. http://pitch.pe/77928http://www.pitchengine.com/account-center.php?id=2498 gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  37. 37. gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  38. 38. gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  39. 39. Myths & Realities• Myth: It’s Easy• Myth: It’s Cheap• Myth: All I need are sound bites• Reality: Tough work, real planning, devil in the details• Reality: Ongoing campaign needs support• Reality: Relevant, substantive content is kinggilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  40. 40. Media Kit • Bio • Fact Sheet • News Release • Promo Photos • Visuals • Samples • Relevant Links To Current Events • B-Roll/Videogilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  41. 41. Expert influence™ EXAMPLESgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  42. 42. gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  43. 43. gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  44. 44. gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  45. 45. gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  46. 46. gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  47. 47. Links To TV Clips http://www.news10.net/video/player.asp?filename=http://www.sacandco.net/clips/april2009/parenting_hu http://abclocal.go.com/kgo/story?section =view_from_the_bay/parenting_babies&id=6749246gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  48. 48. gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  49. 49. Earning The Right – My Story• 20+ years telling other peoples stories Magazine editor Speaker-Link™ program• Book dev/ghost writer/ publishing advisor• Book launch expert (Self-pub. authors)• Exec. media trainer/Fortune 500s • (Fail Forward Fast)• Exec. speech writer/platform coach • Training Investment: 5+ Yrs• Subject matter expert developer Writing/Speaking conferences• Feature story writer • Book proposal training• Pam’s “Chicken Soup” fluke • 9/10 royalty house acquisition• Pam’s 5 year plan editors accepted pitch/book (And how the dream stalled out) proposal • Choosing a brand platform gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  50. 50. gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  51. 51. Secret Revealedgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  52. 52. Pam’s Tips Top Five Strategies To Remember2. Relevant content is king3. Add value4. Be authentic/consistent5. Communicate early and often6. Build relationships, not salesgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  53. 53. Marketing | PR Reminders• Be relevant • The customer is in control• Be professional • Focus on interaction, not the transaction• Be ethical • Content is king• Be authentic • Devote appropriate• Focus on a niche resources• Provide edutainment • Combine with traditional• Use social intelligence resources • Integration is keygilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  54. 54. Any Questions?gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  55. 55. Continue The Conversation Pamela Gilchrist, MA, APR, CPT Chief Strategist, Gilchrist Group Strategist | Speaker | Author 859-431-9090 @pamgilchrist info@gilchristgroup.comConnect With Pam At: http://www.gilchristgroup.comhttp://www.linkedin.com/in/pamelagilchrist.comhttp://www.twitter.com/pamgilchristhttp://www.youtube.com/pamgilchristgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  56. 56. Pamela Gilchrist Chief Strategist l CEO Gilchrist Group @pamgilchrist # NSAOHIOgilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved
  57. 57. gilchristgroup.com © 2012 Pamela Gilchrist All Rights Reserved

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