How to use social media to enhance your PR effortsPresentation Transcript
How to use social media to enhance your PR efforts
today’s 3 key take-aways Gain a thorough understanding of the changing media landscape Learn how to participate, embrace and succeed using social media in PR strategy. Walk away with solid ideas on how to establish and build relationships with journalists through social media.
changing media landscape social networking has changed the way we do business able to get news and source information faster
sourcing and reporting the news
social media networks
citizens are being engaged
public perception of stories
stories in real-time
the bad news tighter budgets fewer resources online coverage shortened news cycles content sharing techniques tighter deadlines
the good news online = more control content sharing = more exposure tighter deadlines = more responsiveness influence how your story is perceived
read, watch & follow before read newspapers and magazines watch news programs on television follow local radio news after read tweets and Facebook updates from media outlets observe conversations being created around the news follow journalists covering specific topic on twitter, Facebook and LinkedIn
start listening over half of Canadian journalists have beenpitched via social network read (outlets and journalists) watch conversations follow the source to become one
journalists on social media 92% have a LinkedIn account 85% are on Facebook 84% use Twitter (up from 24% in 2009)
The journalist connection 90% of journalists are using online tools for research 36% company website 32% company blogs 22% Twitter, Facebook & LinkedIn PR Week/PR newswire’s Canadian “Media Survey 2010″
SEO in social media PR are you and your company SEO friendly? make sure your online profile(s) includes keywords include your contact info include a link to your website & other online social media
engaging on social media build relationships with journalists background information comment on or 'like' content respond to queries and questions
straightforward advice do your homework use your blog and website to attract media attention use social media to follow and engage your favourite journalists, producers and media outlets respond right away (the news is now)
add Google juice to your PR competitive insight monitor developing news stories interesting news angles target reporters and editors
what next? understand the news angle understand the reporter
the pitch becomes easier
increase chances of media coverage
case study Go To Work Without Leaving Home Unofficial Work From Home Day greater productivity inclusion opportunities for employers better work life balance for employees
what made it great
credible statistics and sources
facts and figures to get their point across
printable employee support material
great quotes for impact and credibility
engaged communities to garner support or enlist public opinion
public engagement provided eco-friendly benefits that the public could really get behind
the result? engage communities, garner support,enlist public opinion over 75,000 followers on Facebook & twitter endorsement from government exceptional media coverage
5 Q’s to ask yourself
do you have a plan?
are you engaging?
is your website content up to date?
do you have a newsroom?
are social media profiles and your website SEO friendly?
conclusion Good PR is about People & Relationships That’s because it allows media and target audiences to engage in your conversation about your brand, which can only lead to better results!