PRSA #PRSAdiconf keynote presentation by Danny Sullivan of SearchEngineLand.com & MarketingLand.com - focuses on managing PR crises on social media, owning more real estate in search results, and how NOT to pitch journalists.
15. @dannysullivan
What’s Paula Doing?
How did that go?
What did you say?
What did @TheRevAl say?
Retweet him?
Others you should
retweet?
Where is it?
Why did you pull it?
17. @dannysullivan
Social Media
is also first-tier media
Not “after-thought media”
Not “echo-chamber media”
Not just for discussing “real media,”
like appearance on Today
18. @dannysullivan
Some Perspective
Viewers: 4.6 million
Facebook Reach: 1.3 million
Facebook Reach: 2.6 million
Circulation: 1.9 million
Facebook Reach: 3.1 million
http://www.mediabistro.com/tvnewser/morning-show-ratings-week-of-june-10_b184793
https://en.wikipedia.org/wiki/List_of_newspapers_in_the_United_States_by_circulation
34. @dannysullivan
Get your executives on Twitter!
Even if they don’t tweet,
gives official presence over fakes,
easy to reference them in mentions
35. @dannysullivan
Who’s Lynton? With 140 characters,
no room for full name, title + what he said:
If had Twitter account, anyone could click
for his full name, title, bio –
it’s like a Twitter business card
41. @dannysullivan
Google Authorship
provides visibility benefits,
maybe future ranking boosts
The Definitive Guide To Google Authorship Markup
Author Rank, Authorship, Search Rankings & That Eric Schmidt Book Quote
61. @dannysullivan
Now, a reading, from the amazing three-
part series Ted Ives did for Search Engine
Land:
Public Relations For SEO: The Complete Guide
Public Relations For SEO: How To Target Journali
Public Relations For SEO: How To Pitch Journalist
62. @dannysullivan
The ultimate journalist that every tech marketer would kill to have
an audience with has got to be, hands-down, Walter Mossberg
at the Wall Street Journal….
I read everything Walt had written for the last six months. In one
of the articles, he mentioned “the burning of the Gaspee” ….
It’s something that is celebrated yearly in Warwick, Rhode Island
(not far from where I live), but almost no one outside the state is
aware of it. So, this stuck out like a sore thumb. Why would he
mention this obscure incident in such an offhand way?
I dug into his biography and found that he had started out his
career as a writer for the Providence Journal in Rhode Island —
here was my angle!
63. @dannysullivan
I sent him an email pointing out that I was a Rhode Islander and
would he be willing to talk about this new Search Engine we
were launching.
His response was (I’m paraphrasing here) “sure, I’ll talk to
anyone from Rhode Island any time — come down to
Washington D.C. and meet me in my office.”
This resulted in an hour-and-fifteen-minute meeting where he
gave me a great lecture on Nathanael Greene’s role in the
Revolution (Walt is a huge Revolutionary War buff) for half of it,
and the other half of it, he listened to my pitch
and gave me great feedback.
64. @dannysullivan
See also the excellent series from
former reporter Elinor Mills:
How I became a 'flack’
Goodbye news, hello PR
Five myths about PR
66. @dannysullivan
• Study our content, to pitch appropriately
• Offer unique story ideas
• React quickly & efficiently to requests
• Offer tips & tidbits that might be useful
even if not for an existing client
• Are positive, fun & either enjoy the job
or give that impression
• Twitter is a great place to shine,
show a sense of humor
Good PR people
68. @dannysullivan
But a good journalist does want
useful, constructive feedback,
good or bad, if it’s fair & valid.
Honest.
69. @dannysullivan
Takeaways
• Social & Search are first-tier media,
not after-thoughts
• Social lets you talk directly to an audience &
draw back directly from them
• Search lets you tune-in to a reverse broadcast
of interests, questions & concerns
• Content, clarity & research are keys to success
with search, social & PR generally