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