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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."

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

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PR: That Was Then, This Is Now PR: That Was Then, This Is Now Presentation 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”
    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
    View slide
  • 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