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EASILY GET MEDIA ENGAGED IN
YOUR CAUSE WITH PR IN THE
DIGITAL AGE
Leah Wilkinson
Partner, WilkinsonShein Communications
Jamie Nolan
Press Officer and Communications Manager,
Solar Energy I...
PR IN THE DIGITAL AGE
Leah Wilkinson
Partner, WilkinsonShein Communications
Then:
• Media tours
• Cutting clips
• Newsletters (printed)
• Newsrooms
• Faxing/mailing press releases
• Bacon’s “books
N...
• Three words: access, access and access
• 20 years ago:
• News was accessed via TV, radio, newspapers
and magazines
• Rep...
In 2013:
• News accessed instantaneously via smartphone,
tablet, computer
• Reporters work from home or even the local cof...
Today’s “technology” opens up endless opportunity for
communication and content delivery
• Instant access and response via...
The channels through which news and content
is disseminated have changed dramatically:
• Social media platforms
• Email
• ...
SOLAR MARKET INSIGHT: AN
INTEGRATED SOCIAL & SALSA
STRATEGY
Jamie Nolan
Press Officer and Communications Manager, Solar
En...
• Founded in 1974
• U.S. National Trade Association for Solar Energy
• 1,000 member companies from around the world
• Memb...
• U.S. Solar Market Insight
Report – leveraging existing
cache
• Content marketing plan using
existing resources
• Set ind...
• Salsa tools – emails,
events, petition, Attentive.ly
social plug-in
• Meltwater News & Vocus
media keyword monitoring,
w...
• SEIA Website – custom
landing page, drove all traffic to
one place
• Facebook – sharing graphics,
hitting local angle
• ...
Landing Page
Available for download
as a PDF, as well as
flowed into webpage to
optimize SEO
Easily-accessible
supporting ...
Infographics
Google+ Hangout
A SEIA team member used
Gchat to send me Twitter
questions during the Hangout
We set up a makeshift studio...
• 200+ media hits, including TIME, The New York Times,
The Associated Press, Bloomberg, The Hill, Politico, Reuters,
and t...
• Use what you’ve got
• Wrap your arms around your data
• Echo messages across media
• Think local
• You only manage what ...
Jamie Nolan
Press Officer & Communications Manager
Solar Energy Industries Association
Phone: 202.556.2886
Web: www.seia.o...
USING TECHNOLOGY TO LEVERAGE
IMPACT
Blake Groves
Vice President of Strategy and Business Development
Leveraging Technology for Results
Time
Resources
Effort
Targeted
Personal
Specific
• Who they are
• What they have done
• Reach that they have
• What are they talking about now
Leverage Key Criteria
“Let t...
The Sweet Spot
Group
InfluenceActions
• Classify by what makes sense for your
organization
• Type of publication
• Area of specialization
• “Friendliness” to yo...
• Messages they read
• Request they have made
• Actions they have taken
• Items they have shared
What Have They Done
Coal
Fracking
• Identify those with the most followers
• Look outside of traditional channels
• Leverage the data in a single system
Inf...
Contact
• Phone: 866.796.8345
• Web: www.salsalabs.com
• Email: info@salsalabs.com
• Twitter: @salsalabs
• Phone: 410.363....
THANK YOU!
Easily Get Media Engaged in Your Cause with PR in the Digital Age
Easily Get Media Engaged in Your Cause with PR in the Digital Age
Easily Get Media Engaged in Your Cause with PR in the Digital Age
Easily Get Media Engaged in Your Cause with PR in the Digital Age
Easily Get Media Engaged in Your Cause with PR in the Digital Age
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Easily Get Media Engaged in Your Cause with PR in the Digital Age

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You need attention and support for your cause. For years, public relations (PR) outreach has been an inexpensive way for many nonprofit organizations to get it. But, how?

In the new world of digital media, what PR is and isn’t can be blurry at times.] Are bloggers media? Which media channels make the most sense to target with your message? Do press releases help? What about social media, how does that fit in?

In this presentation, we will answer all of those questions by covering:

1.) How PR can take your media engagement and supporter outreach efforts to the next level – starting with the basics for newbies and then the more advanced tactics
2.) How online tools – i.e. Google Hangouts, online and Social CRM, etc. - can help you take control of the data at your fingertips for successful media engagement
3.) Targeting and measuring your PR efforts for maximum benefit

Published in: Technology, Business
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  • Who we are, who I am, what I am primarily responsible for at SEIA and how we were historically using Salsa
  • Transcript of "Easily Get Media Engaged in Your Cause with PR in the Digital Age"

    1. 1. EASILY GET MEDIA ENGAGED IN YOUR CAUSE WITH PR IN THE DIGITAL AGE
    2. 2. Leah Wilkinson Partner, WilkinsonShein Communications Jamie Nolan Press Officer and Communications Manager, Solar Energy Industries Association Blake Groves Vice President, Strategy and Business Development, Salsa Speakers
    3. 3. PR IN THE DIGITAL AGE Leah Wilkinson Partner, WilkinsonShein Communications
    4. 4. Then: • Media tours • Cutting clips • Newsletters (printed) • Newsrooms • Faxing/mailing press releases • Bacon’s “books Now: • YouTube videos & Google Hangouts • Online tracking • Social media • Working from home • Blast emails PR in the Digital Age
    5. 5. • Three words: access, access and access • 20 years ago: • News was accessed via TV, radio, newspapers and magazines • Reporters worked in newsrooms and dug for stories to place in finite/limited “space” • Breaking news had to wait for the next “airing” or edition to print How Media has Changed
    6. 6. In 2013: • News accessed instantaneously via smartphone, tablet, computer • Reporters work from home or even the local coffee shop and are fewer in number • Space for a story is no longer an issue • Social media and online news forums have expanded who is a journalist and who has influence. • Breaking news never has to wait Media Today
    7. 7. Today’s “technology” opens up endless opportunity for communication and content delivery • Instant access and response via smartphones, tablets, lightweight computers • Content delivery can be timed to maximize opens/clinks • Tracking technology has become far more sophisticated and adds significant value to a content campaign • Video, video editing, and delivery tools are simpler to use and enable easier and faster development of video content • Self publishing tools allow for instant “publishing” of everything from blogs to books The Technology
    8. 8. The channels through which news and content is disseminated have changed dramatically: • Social media platforms • Email • Texting • Webinars • Videos The Channels
    9. 9. SOLAR MARKET INSIGHT: AN INTEGRATED SOCIAL & SALSA STRATEGY Jamie Nolan Press Officer and Communications Manager, Solar Energy Industries Association
    10. 10. • Founded in 1974 • U.S. National Trade Association for Solar Energy • 1,000 member companies from around the world • Members from across 50 states • Largest companies in the world as well as small installers • Our Mission: Build a strong solar industry to power America • Our Goal: 10 gigawatts (GW) of annual installed solar capacity in the U.S. by 2015 About SEIA
    11. 11. • U.S. Solar Market Insight Report – leveraging existing cache • Content marketing plan using existing resources • Set individual goals for key areas: marketing, PR, social, web • Telepresser vs. Google+ Hangout Salsa as a Content Marketing Tool
    12. 12. • Salsa tools – emails, events, petition, Attentive.ly social plug-in • Meltwater News & Vocus media keyword monitoring, wire press release • Visual.ly – infographic creation • Muckrack – identifying reporters to target, tracking their sharing activity Tactics
    13. 13. • SEIA Website – custom landing page, drove all traffic to one place • Facebook – sharing graphics, hitting local angle • Twitter – link sharing, campaign tracking using #SolarInsight, drove participation in Hangout & web traffic • Google + Hangout – discuss report findings, push viewers to the SEIA website Tactics
    14. 14. Landing Page Available for download as a PDF, as well as flowed into webpage to optimize SEO Easily-accessible supporting materials linked below, including all graphics & some members-only resources
    15. 15. Infographics
    16. 16. Google+ Hangout A SEIA team member used Gchat to send me Twitter questions during the Hangout We set up a makeshift studio for our CEO in a small conference room (note the solar panel backdrop!)
    17. 17. • 200+ media hits, including TIME, The New York Times, The Associated Press, Bloomberg, The Hill, Politico, Reuters, and the San Francisco Chronicle • 9,600 unique website visitors: Smashed previous record • 2 mil impressions for #SolarInsight: More than 100 journos shared either the Hangout or SMI landing page link • 522 +1’s on Google+: Crucial for SEO • 26% average open-to-click rate on Salsa emails: Targeting = highly-engaged audience Results
    18. 18. • Use what you’ve got • Wrap your arms around your data • Echo messages across media • Think local • You only manage what you measure • Don’t skip the debrief Key Takeaways
    19. 19. Jamie Nolan Press Officer & Communications Manager Solar Energy Industries Association Phone: 202.556.2886 Web: www.seia.org Email: jnolan@seia.org Twitter: dcjams Contact Me
    20. 20. USING TECHNOLOGY TO LEVERAGE IMPACT Blake Groves Vice President of Strategy and Business Development
    21. 21. Leveraging Technology for Results Time Resources Effort Targeted Personal Specific
    22. 22. • Who they are • What they have done • Reach that they have • What are they talking about now Leverage Key Criteria “Let the technology give you a one-on-one approach with a much larger audience”
    23. 23. The Sweet Spot Group InfluenceActions
    24. 24. • Classify by what makes sense for your organization • Type of publication • Area of specialization • “Friendliness” to your organization Group
    25. 25. • Messages they read • Request they have made • Actions they have taken • Items they have shared What Have They Done
    26. 26. Coal Fracking
    27. 27. • Identify those with the most followers • Look outside of traditional channels • Leverage the data in a single system Influence They Have
    28. 28. Contact • Phone: 866.796.8345 • Web: www.salsalabs.com • Email: info@salsalabs.com • Twitter: @salsalabs • Phone: 410.363.9494 • Web: www.wilkinsonshein.com • Email: info@wilkinsonshein.com • Twitter: @wilkinsonshein
    29. 29. THANK YOU!
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