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Blogging &PR: Constructing an Authority Platform Barbara Rozgonyi, PR Results Expert www.wiredPRworks.com ©2009 Barbara Ro...
Today’s Agenda <ul><li>Perspective </li></ul><ul><li>Blogs or Content Conduits? </li></ul><ul><li>PR P-R-I-M-E-R </li></ul...
Group Survey
Bloggers Then
 
Bloggers Now <ul><li>16% Fortune 500 </li></ul><ul><li>39% Inc. 500  </li></ul><ul><li>41% Higher Education  </li></ul><ul...
Matt Mullenweg, creator of WordPress
 
Your Blog = Your Home Base
PR Then  <ul><li>Edward Louis Bernays </li></ul><ul><li>Ivy Lee </li></ul>
Traditional Versus Online PR <ul><li>Age: 100 years  </li></ul><ul><li>Format: double-spaced </li></ul><ul><li>Target: Med...
PR Now <ul><li>Page Rank </li></ul><ul><li>Platform Reinforcement  </li></ul><ul><li>Professional Reputation  </li></ul><u...
My Purpose  <ul><li>To show you how to combine blogging and PR to position you and your company as THE trusted authorities...
Why do you need to know? <ul><li>“ We are talking about the greater good.” </li></ul><ul><li>Lucius, The Incredibles </li>...
Your Takeaway/Goal <ul><li>To become the most valuable content conduit in your industry and the world.  </li></ul><ul><li>...
Only World Class Counts, Even Locally <ul><li>Search </li></ul><ul><li>Sentiment </li></ul><ul><li>Social </li></ul><ul><l...
How to be SUPER!!!!
The PR P-R-I-M-E-R <ul><li>Primer =  </li></ul>
<ul><li>Cap for detonating explosive devices . . .  </li></ul><ul><li>not a book from the 1700s </li></ul>
P = PUBLISH
R = REPORT
I = INFORM
M = MEDIATIZE
E = EXPERIENCE
R = REPEAT
PR P-R-I-M-E-R <ul><li>Publish </li></ul><ul><li>Report  </li></ul><ul><li>Inform </li></ul><ul><li>Mediatize </li></ul><u...
Top Five Essential Virtual PR Elements <ul><li>Keywords </li></ul><ul><li>Headlines </li></ul><ul><li>Stories </li></ul><u...
Plugging PR into Your Blog
Behind Screen Strategy  <ul><li>Outcomes </li></ul><ul><li>Objectives </li></ul><ul><li>Observations </li></ul><ul><li>Org...
On Screen Strategy <ul><li>Who are your readers? </li></ul><ul><li>What do they want to know? </li></ul><ul><li>When will ...
Construction <ul><li>Platform  </li></ul><ul><li>Theme </li></ul><ul><li>Categories </li></ul><ul><li>Authors </li></ul><u...
Content <ul><li>Posts </li></ul><ul><li>Images </li></ul><ul><li>Video </li></ul><ul><li>Audio </li></ul><ul><li>Guests </...
Post Format <ul><li>Search terms </li></ul><ul><li>Headline </li></ul><ul><li>Links </li></ul><ul><li>Categories </li></ul...
Results <ul><li>Uniques </li></ul><ul><li>Readers </li></ul><ul><li>Comments </li></ul><ul><li>Actions </li></ul><ul><li>R...
Getting Started or Moving Up <ul><li>Research  </li></ul><ul><li>Write </li></ul><ul><li>Connect </li></ul><ul><li>Track <...
Timeline <ul><li>2002 wired writing </li></ul><ul><li>2003 crown content king [or queen] </li></ul><ul><li>2004 blogging f...
Year One Highlights <ul><li>Noted as a fastest growing WordPress  blog – twice in one week </li></ul><ul><li>Ranked at #60...
Then . . .
Rebuilding  <ul><li>Sept 2007 new site on wordpress.org </li></ul><ul><li>August 2009 new site at wiredprworks.com  </li><...
Blogging Benefits  <ul><li>Two book mentions </li></ul><ul><li>Author – ity </li></ul><ul><li>SEO </li></ul><ul><li>Soap b...
Level Two Strategies  <ul><li>Meet at the crossroads  </li></ul><ul><li>Get ranked </li></ul><ul><li>Guest blog </li></ul>...
Post Promotion <ul><li>Write signature articles </li></ul><ul><li>Link from social sites </li></ul><ul><li>Form a sharing ...
 
 
Your Takeaway/Goal <ul><li>To become the most valuable content conduit in your industry and the world.  </li></ul>
Action Steps  <ul><li>Decide </li></ul><ul><li>Determine </li></ul><ul><li>Delegate </li></ul><ul><li>Do  </li></ul>
Real-ize Your Virtual Brand <ul><li>All at www.wiredPRworks.com </li></ul><ul><li>Search 650+ articles </li></ul><ul><li>C...
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Content Management, Blogging for Business, PR & Social Media Strategies for Business Barbara Rozgonyi

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Created as a presentation for business owners who want to know how to mix PR, blogging and social media to get closer their customers and build business by Barbara Rozgonyi. To book this presentation for your group, contact CoryWest Media at 630.207.7530.

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Transcript of "Content Management, Blogging for Business, PR & Social Media Strategies for Business Barbara Rozgonyi"

  1. 1. Blogging &PR: Constructing an Authority Platform Barbara Rozgonyi, PR Results Expert www.wiredPRworks.com ©2009 Barbara Rozgonyi for CoryWest Media, LLC
  2. 2. Today’s Agenda <ul><li>Perspective </li></ul><ul><li>Blogs or Content Conduits? </li></ul><ul><li>PR P-R-I-M-E-R </li></ul><ul><li>Strategy: Leader </li></ul><ul><li>Strategy: Followers </li></ul><ul><li>Construction </li></ul><ul><li>Action Steps </li></ul>
  3. 3. Group Survey
  4. 4. Bloggers Then
  5. 6. Bloggers Now <ul><li>16% Fortune 500 </li></ul><ul><li>39% Inc. 500 </li></ul><ul><li>41% Higher Education </li></ul><ul><li>57% Top 200 Charities </li></ul><ul><li>and YOU!!!! </li></ul>
  6. 7. Matt Mullenweg, creator of WordPress
  7. 9. Your Blog = Your Home Base
  8. 10. PR Then <ul><li>Edward Louis Bernays </li></ul><ul><li>Ivy Lee </li></ul>
  9. 11. Traditional Versus Online PR <ul><li>Age: 100 years </li></ul><ul><li>Format: double-spaced </li></ul><ul><li>Target: Media outlets </li></ul><ul><li>Track-able: placements </li></ul><ul><li>Lifespan: usually short </li></ul><ul><li>Share-able: no </li></ul><ul><li>Age: < 5 years </li></ul><ul><li>Format: multimedia </li></ul><ul><li>Target: Layered </li></ul><ul><li>Track-able: variable </li></ul><ul><li>Lifespan: infinite bounce </li></ul><ul><li>Share-able: yes, yes, yes! </li></ul>
  10. 12. PR Now <ul><li>Page Rank </li></ul><ul><li>Platform Reinforcement </li></ul><ul><li>Professional Reputation </li></ul><ul><li>Personal Realism </li></ul><ul><li>Process Repetition </li></ul><ul><li>Public Relations </li></ul><ul><li>Punk Rock </li></ul>
  11. 13. My Purpose <ul><li>To show you how to combine blogging and PR to position you and your company as THE trusted authorities in your niche [and most likely, the entire world]. </li></ul>
  12. 14. Why do you need to know? <ul><li>“ We are talking about the greater good.” </li></ul><ul><li>Lucius, The Incredibles </li></ul>
  13. 15. Your Takeaway/Goal <ul><li>To become the most valuable content conduit in your industry and the world. </li></ul><ul><li>Why? </li></ul><ul><li>Because . . . </li></ul>
  14. 16. Only World Class Counts, Even Locally <ul><li>Search </li></ul><ul><li>Sentiment </li></ul><ul><li>Social </li></ul><ul><li>Super </li></ul>
  15. 17. How to be SUPER!!!!
  16. 18. The PR P-R-I-M-E-R <ul><li>Primer = </li></ul>
  17. 19. <ul><li>Cap for detonating explosive devices . . . </li></ul><ul><li>not a book from the 1700s </li></ul>
  18. 20. P = PUBLISH
  19. 21. R = REPORT
  20. 22. I = INFORM
  21. 23. M = MEDIATIZE
  22. 24. E = EXPERIENCE
  23. 25. R = REPEAT
  24. 26. PR P-R-I-M-E-R <ul><li>Publish </li></ul><ul><li>Report </li></ul><ul><li>Inform </li></ul><ul><li>Mediatize </li></ul><ul><li>Experience </li></ul><ul><li>Repeat </li></ul>
  25. 27. Top Five Essential Virtual PR Elements <ul><li>Keywords </li></ul><ul><li>Headlines </li></ul><ul><li>Stories </li></ul><ul><li>Links </li></ul><ul><li>Distribution service </li></ul>
  26. 28. Plugging PR into Your Blog
  27. 29. Behind Screen Strategy <ul><li>Outcomes </li></ul><ul><li>Objectives </li></ul><ul><li>Observations </li></ul><ul><li>Organize </li></ul><ul><li>Outreach </li></ul>
  28. 30. On Screen Strategy <ul><li>Who are your readers? </li></ul><ul><li>What do they want to know? </li></ul><ul><li>When will they visit your blog? </li></ul><ul><li>Where will they come from? </li></ul><ul><li>Why will they comment – or come back? </li></ul>
  29. 31. Construction <ul><li>Platform </li></ul><ul><li>Theme </li></ul><ul><li>Categories </li></ul><ul><li>Authors </li></ul><ul><li>Archives </li></ul><ul><li>Pages </li></ul><ul><li>Posts </li></ul><ul><li>Plugins </li></ul>
  30. 32. Content <ul><li>Posts </li></ul><ul><li>Images </li></ul><ul><li>Video </li></ul><ul><li>Audio </li></ul><ul><li>Guests </li></ul><ul><li>Comments </li></ul>
  31. 33. Post Format <ul><li>Search terms </li></ul><ul><li>Headline </li></ul><ul><li>Links </li></ul><ul><li>Categories </li></ul><ul><li>Tags </li></ul><ul><li>Comments </li></ul>
  32. 34. Results <ul><li>Uniques </li></ul><ul><li>Readers </li></ul><ul><li>Comments </li></ul><ul><li>Actions </li></ul><ul><li>Ranking </li></ul><ul><li>Conversions </li></ul><ul><li>Subscribers </li></ul>
  33. 35. Getting Started or Moving Up <ul><li>Research </li></ul><ul><li>Write </li></ul><ul><li>Connect </li></ul><ul><li>Track </li></ul><ul><li>Improve </li></ul><ul><li>Editorial Calendar </li></ul>
  34. 36. Timeline <ul><li>2002 wired writing </li></ul><ul><li>2003 crown content king [or queen] </li></ul><ul><li>2004 blogging for business </li></ul><ul><li>2006 </li></ul><ul><li>July MTN News on Typepad </li></ul><ul><li>Oct BarbaraRozgonyi.wordpress.com </li></ul>
  35. 37. Year One Highlights <ul><li>Noted as a fastest growing WordPress blog – twice in one week </li></ul><ul><li>Ranked at #60 in PR Power Blog Index </li></ul><ul><li>Attended BlogHer ’07 on assignment to live blog </li></ul><ul><li>Won contest </li></ul>
  36. 38. Then . . .
  37. 39. Rebuilding <ul><li>Sept 2007 new site on wordpress.org </li></ul><ul><li>August 2009 new site at wiredprworks.com </li></ul>
  38. 40. Blogging Benefits <ul><li>Two book mentions </li></ul><ul><li>Author – ity </li></ul><ul><li>SEO </li></ul><ul><li>Soap box </li></ul><ul><li>Platform </li></ul><ul><li>Profitability </li></ul><ul><li>Always on PR ™ resource for readers  </li></ul>
  39. 41. Level Two Strategies <ul><li>Meet at the crossroads </li></ul><ul><li>Get ranked </li></ul><ul><li>Guest blog </li></ul><ul><li>Spot trends </li></ul><ul><li>Be first </li></ul><ul><li>Stroke egos </li></ul><ul><li>Be prolific </li></ul><ul><li>Go to blog conferences </li></ul><ul><li>Comment, comment, comment </li></ul>
  40. 42. Post Promotion <ul><li>Write signature articles </li></ul><ul><li>Link from social sites </li></ul><ul><li>Form a sharing group </li></ul><ul><li>Collectively promote </li></ul><ul><li>Build an online newsroom – pitchengine.com </li></ul><ul><li>Ask for comments </li></ul><ul><li>Interview experts or authorities </li></ul><ul><li>Have an opinion – and a personality </li></ul>
  41. 45. Your Takeaway/Goal <ul><li>To become the most valuable content conduit in your industry and the world. </li></ul>
  42. 46. Action Steps <ul><li>Decide </li></ul><ul><li>Determine </li></ul><ul><li>Delegate </li></ul><ul><li>Do </li></ul>
  43. 47. Real-ize Your Virtual Brand <ul><li>All at www.wiredPRworks.com </li></ul><ul><li>Search 650+ articles </li></ul><ul><li>Claim your complimentary PR P-R-I-M-E-R </li></ul><ul><li>Book Barbara Rozgonyi to speak to your group </li></ul><ul><li>630.207.7530 </li></ul><ul><li>@wiredprworks on twitter.com </li></ul><ul><li>©2009 Barbara Rozgonyi for CoryWest Media, LLC </li></ul>

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