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Pr in the digital age2

Pr in the digital age2






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    Pr in the digital age2 Pr in the digital age2 Presentation Transcript

    • Ventura Visitor’s Center PR Plan
    • The Public Relations Society of America created a new definition of PR in 2011: “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” (http://prdefinition.prsa.org)
    • Why did they need to change the definition of PR?
    • Old School PR was: • Based on personal, face to face, relationships with journalists and media. • Analogue methods were used to propagate information. • Methods were deliberate and slow. • Text was king. • PR created stories for placement in mass media, assuming their audience was passively consuming the information fed to them.
    • New Media PR is: • Based on remote – e-relationships. • Digital methods are used to communicate information. • Images are King – technology now propagates pictures, video and ephemera. • PR people of the future need to think about themselves as storywriters and media content producers.
    • • Real people think in terms of images. • Modern new media understands that people create their own peer-to-peer trusted communication communities via their friends, family and coworkers on social media channels. • Increasingly people think marketing can be credible IF they are involved, not just reading someone else’s story, but feeling as if they are a part of the plot themselves.
    • The Public Relations Society of America created a new definition of PR in 2011 because PR is now operating within the digital age: user generated content and engagement is the essence of New Media and the Digital Age. Modern PR creates and manages new media, such as blogs, social media, media content AND engages and creates relationships with customers and journalists via New Media outlets.
    • For VCB’s PR to succeed within new media and technology, it has to capture a story, a narrative, one that people are engaged with, help create, and will SHARE with their friends.
    • Why? People want to be involved in creating the stories: these are the stories they will share; and these are the stories the news publications, journalists and media will share.
    • What does this look like?
    • “We write at least 25 headlines for each post, and test them rigorously. Sometimes, we even make up a word to catch your eye.” “This Amazing Kid Died. What He Left Behind Is Wondtacular.”
    • http://www.youtube.com/watch?v=sDC97j6lfyc
    • “Upworthy posts don’t go viral because people click —Upworthy posts go viral because people share. By far the most important factor in getting people to share a post is the actual quality of the content in the eyes of the community. To share, they have to love what they see.”
    • Ventura’s Facebook Page Vs Santa Barbara’s Facebook page
    • Post “likes”
    • Posts “SHARED” with family and friends
    • Percentage of fan base who “liked” content
    • Percentage of fan base who “SHARED” content with family and friends
    • Why is VCB’s content shared and where is VCB’s “shareable” content coming from?
    • USER GENERATED CONTENT Content discovered and curated through consistent outreach and communication with VCB’s fans – people that LOVE Ventura and want to share it.
    • Why does user generated content matter?
    • People trust other people more than they do advertisers, marketers, or people with an agenda. Therefore, when people are sharing their images with us, other’s believe what they see when we post the images: they are relatable.
    • Why does it matter if people “SHARE” VVCB’s content?
    • Consumers are 71% more likely to make a purchase based on social media referrals from family and friends, or, people and businesses they choose to follow: (Hubspot http://bit.ly/1gEctn5 )
    • So, what does this look like in terms of PR?
    • The same thing that is happening on VCB’s social media, is going to start happening with PR and outreach to journalists, bloggers, travel writers and media: We will provide content that is easily SHAREABLE and relatable.
    • Why?
    • PR now is about creating relationships with people online, SHARING information that is relatable, interesting, and easily shareable.
    • VCB’s Website Houses the PR Content • Traditional PR pushes marketing on people. • Inbound PR pulls people in: they are reaching out to you for more information. • Getting fresh and informative content onto VCB’s website is essential. A website today, even when it is built and optimized the right way (99% are not) is still dropping in the search rankings without a content or Inbound Marketing strategy.
    • The new BRANDING CAMPAIGN has helped VCB and Downtown Ventura understand who their target audience is, and what people love about Ventura.
    • Target Audience is: Relaxed, laidback, wants to slip into a place that feels like home, a place where good food and good people welcome you. ~We’re not Santa Barbara…and, as we have seen from the Facebook fan responses, no one wants us to be~
    • So who do we target on New Media? Bloggers: outdoor, travel, beer, wine, music, foodie, travel and mommy/family. Media: local media and outdoor travel, beer, wine, music, foodie, travel, mommy and family.
    • What is our product? A simple, beautiful community and lifestyle: one you can slip right into for a weekend and feel at home.
    • How do we distribute our Press releases and the narrative of our city and people?
    • Press Releases: Rather than e-mailing a press release, VCB will send journalists to custom landing pages on our website created just for that specific announcement, or even directing them to a YouTube video. *Although press releases can be e-mailed to journalists, the volume they receive is often overwhelming. This could result in a press release being overlooked or discarded. A well-designed website can create a positive image and further the company’s agenda. Websites are an excellent tool for releasing information to the media.
    • Digital Press Kits Once the branding campaign is complete, VCB will create a Digital Press Kit available for downloading off the website.
    • 3-4 times a week Blog A mix of VVCB’s PR, choice images from our social media channels, videos, re-posting of travel writer’s articles on Ventura, -ANDwe start engaging with locals to publish material they write about Ventura called “Locals Share”.
    • • • • • • • • Blogging Blog frequency impacts customer acquisition. 92% of companies who blogged multiple times a day acquired a customer through their blog. (HubSpot State of Inbound Marketing, 2012) The global population of blog readers keeps growing. (eMarketer, August 2010) 81% of marketers rated their blog as useful or better. (HubSpot State of Inbound Marketing, 2012) There are 31% more bloggers today than there were three years ago. (eMarketer, August 2010) 46% of people read blogs more than once a day. (HubSpot Science of Blogging 2010) Most people read 5-10 blogs. (HubSpot Science of Blogging, 2010) Nearly 40% of US companies use blogs for marketing purposes. (eMarketer, August 2010)
    • Google Affect This will come as a surprise, but Google does NOT rank websites, but rather ranks web pages. Every web page can only be optimized for one main keyword term. A blog with regular content gives you hundreds of pages and thousands of opportunities to rank more keywords and get more traffic. A typical brochure-like website might have 15 pages (chances to be found in a search). A site that contains a blog might have 500 or more.
    • “Locals Share” on Blog Topics can range from: Ventura breweries Ventura Outside Ventura wine trail Ventura nightlife Downtown Ventura Channel Islands Ventura Outdoors Ventura Surf Ventura Hotels Ventura Events Family affairs-eventsLocal arts and events Happy Hour We will do outreach to locals for user generated content. Select the stories by local writers are published on VVCB’s Blog. VVCB pushes these stories out on social media channels to inspire travel writers, local newspapers to pick up, use, or be the stimulus for their articles.
    • SEO/Blog on VCB’s Website We will mine Google search results for keywords; inject these keywords into compelling metaphorical image use and online content, whereby combining SEO and storytelling. *Using words people actually use, we can create a bond and relationship with people. Our stories will be readable, relatable, and searched out more often because of natural language use.
    • Cross Pollination As stories are written about Ventura, we will share them on our social media channels, website and email newsletters.
    • Itineraries and Travel Ideas We will have designated pages on VVCB’s website dedicated to travel trips/ideas based on: Outdoors, Channel Islands and water excursions, Family trips, Foodie-Craft beer-Local Wine trail trips, Festivals and Special Events.
    • LinkedIn LinkedIn has become the defacto social network for B2B marketing. For a long time it was all about resumes and job searches, but now it has become much more interactive with groups and questions being asked and answered by people talking about business products and services. We will update VCB’s LinkedIn page regularly with Blog content, new articles on Ventura and PR Releases. LinkedIn is becoming a location where travel writers and journalists mine for information, content and articles. We will provide informative, shareable content on this channel.
    • VIP program at VCB Management of social media for the anchor businesses important to Ventura’s tourism.
    • Conclusion: Social media and New Media PR go hand in hand: they are based on friends and families sharing information and easily accessible and sharable information provided to journalists and bloggers.