PR in Real Time: From Publicity to True "Public" Relations

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Real public relations: where publicity meets social media, and brands engage with audiences. Originally delivered by Victoria Harres at Social Crush 2011.

Real public relations: where publicity meets social media, and brands engage with audiences. Originally delivered by Victoria Harres at Social Crush 2011.

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  • Publicity is all about “Hey, look at me!”
  • Desperately looking for attention.
  • Image credit: http://minnesota.publicradio.org/collections/special/columns/news_cut/content_images/press_corps_1.jpg
  • It’s no longer just ‘media’ relations. The target has changed. Get involved with your audience: Read what they’re reading. Read what they’re writing. Promote their work. Be a good social citizen and make friends.
  • Influencers are not necessarily people with millions or even thousands of followers. It depends on your goals. Research!
  • Case study: Martell Home Builders …traditionally depended on realtors for new customers. Now with the use of social media to engage customers (their influencers), 86% of leads come directly from customers.
  • Stats from www.prnewswire.com: Multimedia press releases get 77% more views. A recent update to the PR Newswire’s Web analytics program enabled it to compare the copious data that details the activity press releases generate on PR Newswire.com. A closer inspection of the data confirmed that press releases with multimedia elements generate up to 77 percent more views than text-only releases. PR Newswire’s research reveals that marketers can increase the number of views by 14 percent simply by adding a photo, and that including a video will raise that number to 20 percent. The percentage more than doubles to 48 percent more views with both a photo and a video, and adding additional elements such as audio or PowerPoint to photos, video and text will result in 77 percent more views than a text-only release. The study determined that the increase in views is due to the fact that multimedia news releases (MNR) are more broadly distributed than text (non-MNR) press releases. Each element of a multimedia release is distributed separately and can attract its own audience on social networks and search engines. Videos, for example, are distributed to more than 70 video-specific portals. The effect of distribution is illustrated clearly in the stark contrast between traffic sources for text press releases versus traffic sources for multimedia content. Search engines are the primary drivers of traffic to text press releases while other web sites are the primary drivers of traffic for multimedia content. Multimedia news content is shared much more enthusiastically on social networks. The number is driven somewhat by the fact that multimedia press releases generally include a variety of sharable elements such as photos, video and slides in addition to text. The wide distribution of these elements as described previously also plays a part in driving the sharing process. Nonetheless, the differences in the degree to which multimedia releases are shared more frequently than plain text is striking. Across the one-month sample of content on PR Newswire.com, multimedia releases were shared 3.53 times more often than text releases. Text releases were shared, on average, .99 times per hour per release while MNRs were shared, on average, 3.5 times per hour. Multimedia content also has a longer shelf-life, holding the audiences’ interest for more than twice as long as text press releases. On average, text press releases generate visibility for 9.4 days while multimedia press releases generate visibility an average of 20 days. The higher degree of sharing also contributes to extending the message life.
  • Multimedia content also has a longer shelf-life, holding the audiences’ interest for more than twice as long as text press releases. On average, text press releases generate visibility for 9.4 days while multimedia press releases generate visibility an average of 20 days. The higher degree of sharing also contributes to extending the message life.
  • Put your content where your content belongs.
  • The Internet is a maze!
  • It’s not always a big crisis, but they can be just as important.
  • Look at your audience frequently to understand who they are.

Transcript

  • 1. PR In Real Time From Publicity to True ‘Public’ Relations Victoria Harres | PR Newswire @VictoriaHarres @PRNewswire #PRNewswire
  • 2.
    • What we’ll cover:
      • Publicity to ‘Public’ Relations
      • Engaged Media Relations
      • Working your content in Web 2.0
      • Crisis management in real-time
    @VictoriaHarres @PRNewswire #PRNewswire
  • 3. Publicity
  • 4. Journalist’s point of view… @VictoriaHarres @PRNewswire #PRNewswire
  • 5. The media patiently awaits our news... Image credit: http://minnesota.publicradio.org/collections/special/columns/news_cut/content_images/press_corps_1.jpg @VictoriaHarres @PRNewswire #PRNewswire
  • 6. NOT http://www.exclusivemovienews.com/2008/01/14/headline-writers-at-lost-for-puns-for-upcoming-cloverfield-reviews/ @VictoriaHarres @PRNewswire #PRNewswire
  • 7. Web 2.0 unlocks unique opportunities
  • 8.
    • Find journalists and bloggers on social networks that matter to your goals.
    • Listen and learn.
    • Connect and pay attention
    • Be useful in an unselfish manner.
    Audience relations
  • 9. Engage influencers Probably not her.
  • 10. Influencers Could be Your Customers
  • 11. Listen!
  • 12. Press Releases
    • Write tweetable headlines.
    • Use anchor text with links that lead back to your site!
    • Keywords, keywords, and keywords…
    • Optimize for search.
    • Include sharable multimedia.
  • 13. Press releases More Multimedia = More Views
  • 14. Multimedia releases have double the shelf life of text releases.
  • 15. Make it Sharable! @VictoriaHarres @PRNewswire #PRNewswire
  • 16. Remember Mom said “Share!” @VictoriaHarres @PRNewswire #PRNewswire
  • 17.
    • Quotes
    • Stats
    • Photos
    • Video
    • Slides
    • Audio
    Break it down for sharing…
  • 18. Put your content where your content belongs. @VictoriaHarres @PRNewswire #PRNewswire
  • 19. Humanize the brand… with a gorilla?
  • 20. Optimize content for search!
  • 21.
    • Communication
    • must happen in
    • real-time!
    Crisis circa Web 2.0
  • 22. A challenging road to a welcome tweet…
  • 23. tools oneforty.com/PRNewswire/pr-toolkit
  • 24. Resources Live Google Doc: Resources for Social Business http://bitly.com/nNPo5F
  • 25.
    • Inspect your audience frequently!
    Credit: Universal Pictures image of Alfred Hitchcock promoting the film The Birds.
  • 26. Takeaways:
    • Research and listen.
    • Engage your true influencers.
    • Be a good social citizen.
    • Humanize the brand!
    • Make your content super sharable.
    • Communicate and act in real time.
    @VictoriaHarres @PRNewswire #PRNewswire
  • 27. Victoria Harres [email_address] @PRNewswire @VictoriaHarres #prnewswire