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PR: That Was Then, This is Now<br />SHIFT San Francisco260 California StreetSan Francisco, CA415 .591.8400 <br />SHIFT New...
        The New York Times: Addicted to iPhone Games<br />R.I.P., Mass Communications<br />For the past 100+ years, the on...
Radio
TV</li></ul>For the past 100+ years, the only way for the masses to reach the brand was through letter-writing campaigns, ...
        The New York Times: Addicted to iPhone Games<br />Why PR Used to Suck<br />For the past 100+ years, Public Relatio...
The bad PR pros became spammers</li></ul>How to Supercharge Your PR Program with Social Media<br />www.marketwire.com/enga...
        The New York Times: Addicted to iPhone Games<br />Why PR is Totally Awesome Now<br /><ul><li>The Gutenberg Press r...
The rise of free, global publishing is challenging the mass communications model as anyone can publish anything. (SOCIAL M...
Every person online is now a publisher, indexed forever by a ubiquitous global search engine. (MOTIVATION FOR BRAND COMMUN...
Dialogue is relationship-based, not campaign-based
The relationship-building skills of Media Relations translate naturally to Social Media … This is OUR TIME!</li></ul>How t...
PR: Increasingly Interpersonal<br />Collaborative<br />Conversational Communication<br />Conversational Collaboration<br /...
        The New York Times: Addicted to iPhone Games<br />Top 5 Skills of Modern PR Pros<br /><ul><li>Effective listening ...
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PR: That Was Then, This Is Now

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The premier presentation in Hubspot and Marketwire's 2011 seminar series, "How to Supercharge Your PR Program with Social Media."

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Transcript of "PR: That Was Then, This Is Now"

  1. 1. PR: That Was Then, This is Now<br />SHIFT San Francisco260 California StreetSan Francisco, CA415 .591.8400 <br />SHIFT New York City915 Broadway NY, NY646.756.3701<br />SHIFT Boston275 Washington Street<br />Newton, MA 617.779.1800<br />WWW.SHIFTCOMM.COM<br />…………………………………..…………<br />How to Supercharge Your PR Program with Social Media<br />www.marketwire.com/engage<br />
  2. 2. The New York Times: Addicted to iPhone Games<br />R.I.P., Mass Communications<br />For the past 100+ years, the only way for a brand to reach “the masses” was through “mass media” <br /><ul><li>Newspapers
  3. 3. Radio
  4. 4. TV</li></ul>For the past 100+ years, the only way for the masses to reach the brand was through letter-writing campaigns, poorly-organized protests, etc.<br />How to Supercharge Your PR Program with Social Media<br />www.marketwire.com/engage<br />
  5. 5. The New York Times: Addicted to iPhone Games<br />Why PR Used to Suck<br />For the past 100+ years, Public Relations has been about MEDIA RELATIONS. <br />Our mandate to improve clients’ RELATIONS with the PUBLIC was unfulfilled.<br />Because hundreds of PR firms were able to target “only” a few thousand relevant media outlets …<br />And were able to accomplish 90% of the job via phone, fax & email … <br />PR pros became relatively anonymous …<br /><ul><li>The good PR pros became valued counselors to both clients and media
  6. 6. The bad PR pros became spammers</li></ul>How to Supercharge Your PR Program with Social Media<br />www.marketwire.com/engage<br />
  7. 7. The New York Times: Addicted to iPhone Games<br />Why PR is Totally Awesome Now<br /><ul><li>The Gutenberg Press revolutionized Western Civilization by lowering printing costs so anyone could read anything. (MASS MEDIA)
  8. 8. The rise of free, global publishing is challenging the mass communications model as anyone can publish anything. (SOCIAL MEDIA)
  9. 9. Every person online is now a publisher, indexed forever by a ubiquitous global search engine. (MOTIVATION FOR BRAND COMMUNICATION)</li></ul>For the past 5 years, Public Relations has been about PUBLIC RELATIONSHIPS<br /><ul><li>Communication between brands & consumers is now a public dialogue
  10. 10. Dialogue is relationship-based, not campaign-based
  11. 11. The relationship-building skills of Media Relations translate naturally to Social Media … This is OUR TIME!</li></ul>How to Supercharge Your PR Program with Social Media<br />www.marketwire.com/engage<br />
  12. 12. PR: Increasingly Interpersonal<br />Collaborative<br />Conversational Communication<br />Conversational Collaboration<br />Public Relations<br />Participation<br />Conversation<br />Public Relations<br />Controlled Communication<br />ControlledCollaboration<br />Public Relations<br />Advertising<br />Advertising<br />Advertising<br />Controlled<br />Communication<br />Collaboration<br />original source: Richard Edelman<br />How to Supercharge Your PR Program with Social Media<br />www.marketwire.com/engage<br />
  13. 13. The New York Times: Addicted to iPhone Games<br />Top 5 Skills of Modern PR Pros<br /><ul><li>Effective listening – learn what your audience wants
  14. 14. Focus – know exactly what you want to accomplish
  15. 15. Delivery – of conversation-sparking, relevant content via the right channels
  16. 16. Credibility and “findability” – make SEO a factor in everything you do
  17. 17. Measurement – report on the business impact of your efforts </li></ul>How to Supercharge Your PR Program with Social Media<br />www.marketwire.com/engage<br />
  18. 18. The New York Times: Addicted to iPhone Games<br />Listening<br />You’re new in town. You’ve been invited to the neighborhood potluck. <br />What kind of neighbor will you be?<br />You brought a fruit salad?! You knew everyone was a vegetarian? You did your homework! <br />I have to tell my friends about you!<br />Too insecure to bring a dish?<br />Just listening-in anxiously? Too scared to strike up a <br />conversation?<br />You brought your <br />“World Famous” BBQ?<br />Too bad everyone is a vegetarian.<br />How to Supercharge Your PR Program with Social Media<br />www.marketwire.com/engage<br />
  19. 19. The New York Times: Addicted to iPhone Games<br />Focus<br /><ul><li>You rarely need to reach EVERYONE
  20. 20. You usually need to reach QUALIFIED PROSPECTS
  21. 21. Research, Research, Research!
  22. 22. Where do qualified prospects get their information?
  23. 23. What Google searches do they run?
  24. 24. Who else do they talk to, in the industry and among the competition?
  25. 25. What magazines/blogs do they read?
  26. 26. What Facebook Groups do they join?
  27. 27. Which members of the twitterati do they follow?</li></ul>How to Supercharge Your PR Program with Social Media<br />www.marketwire.com/engage<br />
  28. 28. The New York Times: Addicted to iPhone Games<br /> The Right Stuff - in the Right Spots<br />First of all: READ THIS BOOK.<br />Once you know WHO you’re targeting and WHAT they most enjoy and WHERE they find/share this content, it’s all about CONTENT PRODUCTION & DELIVERY<br /><ul><li>Your research may have pointed you beyond Twitter and Facebook. Maybe your target audience is heavy into industry blogs, or StumbleUpon, or Flickr, or Delicious … ?
  29. 29. Don’t spam the channel.
  30. 30. Be a relevant resource, to relevant users.</li></ul>How to Supercharge Your PR Program with Social Media<br />www.marketwire.com/engage<br />
  31. 31. The New York Times: Addicted to iPhone Games<br /> Welcome to the Findability Dept.<br /><ul><li>You’re no longer in Marketing Dept. You’re in Findability Dept.
  32. 32. Make SEO a factor in everything you do
  33. 33. Use PressReleaseGrader.com to vet press release content
  34. 34. Use appropriate & consistent titles, tags, across all content
  35. 35. Keep the spiders busy: put a lot of content out there – Google loves Social Media because it’s always fresh, usually relevant
  36. 36. As zombies are to fresh brains, so Google is to fresh content!
  37. 37. Use Google Analytics to determine how people find content
  38. 38. Use Google Insights to determine emerging keywords, competitive terms, etc.</li></ul>Fresh Content!<br />From Smart Brains!<br />Makes juice!<br />How to Supercharge Your PR Program with Social Media<br />www.marketwire.com/engage<br />
  39. 39. The New York Times: Addicted to iPhone Games<br />“Outcomes Not Output”<br />Customer<br />Stage<br />Awareness<br />Influence<br />Action<br />Who’s talking about you?<br />What are they saying?<br />What does it mean to the business?<br />Examples<br />Output<br />Outtake<br />Outcome<br />Media coverage, blog coverage, press releases, online video, etc.<br />Comments/Likes/Shares, Tonality, Share of Voice, etc.<br />Site visits, registrations, purchases<br />Sample <br />Metrics<br />Impressions, Hits, Column inches, Ad-Value Equivalency, etc.<br />Message traction, Brand Benchmarking, Readership, Relationship <br />Clickthrough & Viewthrough data, tagged to Conversions<br />($$$)<br />How to Supercharge Your PR Program with Social Media<br />www.marketwire.com/engage<br />
  40. 40. The New York Times: Addicted to iPhone Games<br />PR Owns the Future<br /><ul><li>There’s NEVER been a better time to be in Public Relations
  41. 41. We are uniquely positioned at the cross-section of Mainstream Media, Customer Service, and Community Management
  42. 42. Our focus on Strategy and Brand Management + our ability to handle the long-term grunt-work of Social Media Relations is best suited to the future
  43. 43. As content, communications and community move increasingly online, there’s more opportunity than ever to analyze, engage, and measure our effectiveness</li></ul>How to Supercharge Your PR Program with Social Media<br />www.marketwire.com/engage<br />
  44. 44. THANK YOU!<br />SHIFT San Francisco260 California StreetSan Francisco, CA415 .591.8400 <br />SHIFT New York City915 Broadway NY, NY646.756.3701<br />SHIFT Boston275 Washington Street<br />Newton, MA 617.779.1800<br />WWW.SHIFTCOMM.COM<br />…………………………………..…………<br />Join us on June 2: Creating a Social Media-Optimized Plan<br />www.marketwire.com/engage<br />

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