PRSA Social Media Bootcamp

BLOGGING 101 EFFECTIVE WEB WRITING FOR PR Matthew Chandler Vice President of Content Strategy Raidious Digital Content Services www.raidious.com chandler@raidious.com

OVERVIEW • Purpose • Analytics • Content • Media Releases • Promotion • Suggested Reading

PURPOSE • Audience • Goals • Personae

GOALS • Corporate information • Industry insights • Customer engagement • Customer service • Research • Conversions

CONTENT • Lean forward experience • Information, not documents • Edit ruthlessly

ORGANIZING CONTENT • Inverted pyramid • Topics & subtopics • Limit of 3 text sizes

STYLE • Personal • Simple, short sentences • Active voice • Bulleted lists • Images, video, charts & graphs

LINKING • Always contextual • Link titles • Improves SEO • Avoid “Click here”

BRANDING • Relevance to core target • Stick to brand personality • Brand standards • All sites sell

EDITORIAL CHAIN • Writing • Editing • Publishing

PROMOTION • Link exchange • Comments on other blogs • Twitter • Facebook • Feedburner

ANALYTICS • Trackbacks • Google Analytics • Feedburner stats • Cotweet/Hootsuite • Plugins

MEDIA RELEASES • Audience • Distribution • Life span • Use

Courtesy Shift Communications http://www.shiftcomm.com/

MEDIA RELEASES Typical media release Web-based information No headings after the title Broken into sections with bold headings Long paragraphs Very short paragraphs, bulleted lists, tables, graphics Links to full report, additional information, other No links relevant pages on the site, relevant people Full page, looks like a paper document Fits into the template of other information pages on the site Name and phone number of media relations Clearly indicates who each person named is; specialists, often without saying who they are links to email or information about the person Adapted from “Letting Go of the Words”

EXERCISE • Redact sample media release into web/social-friendly blog post • Publish in Wordpress blog http://prsa.raidiouscontrol.com/wp-admin http://www.ereleases.com/press-release-sample.html

SUGGESTED READING • Letting Go of the Words: Writing Web Content that Works (Janice Redish 2007) • Content Nation: Surviving and Thriving as Social Media Changes Our Work, Our Lives, and Our Future (John Blossom 2009) • Content Strategy for the Web (Kristina Halvorson 2009) • The Chicago Manual of Style 15th Edition (University of Chicago Press Staff 2003) • The Elements of Style: 50th Anniversary Edition (Strunk and White 2008) • Ambient Findability: What We Find Changes Who We Become (Peter Morville 2005)

SUGGESTED READING • Don’t Make Me Think: A Common Sense Approach to Web Usability (Steve Krug 2005) • Prioritizing Web Usability (Jakob Nielsen 2006) • The Elements of User Experience: User-Centered Design for the Web (Jesse James Garrett 2002) • Understanding Media: The Extensions of Man: Critical Edition (Marshall McLuhan 2003) • The Macintosh Way (Guy Kawasaki 1990)

PRSA Social Media Bootcamp

by Raidious on Feb 26, 2010

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PRSA Social Media Bootcamp — Presentation Transcript