PR = Publicity Repositioned By Barbara Rozgonyi © 2009 for CoryWest Media, LLC

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Professional Communicators 49% of today’s professional communicators say they think press releases are “as useful as ever” 64% of respondents who issue releases say they target them most often to print outlets 23% send them to online news and financial sites 45% don’t see releases as relevant as they once were because of the growth of social media and the ability to target reporters and editors in more personalized, direct ways

49% of today’s professional communicators say they think press releases are “as useful as ever”

64% of respondents who issue releases say they target them most often to print outlets

23% send them to online news and financial sites

45% don’t see releases as relevant as they once were because of the growth of social media and the ability to target reporters and editors in more personalized, direct ways

Agenda Making Media Connections Attracting Attention Building Credibility Routes: DIY or Publicist

Making Media Connections

Attracting Attention

Building Credibility

Routes: DIY or Publicist

Making Media Connections Perspective People

Perspective

People

Perspective: PR Then Edward Louis Bernays Ivy Lee

Edward Louis Bernays

Ivy Lee

Traditional Vs Digital PR Age: 100 years Format: double-spaced Target: Media outlets Track-able: placements Lifespan: usually short Share-able: no Age: < 5 years Format: multimedia Target: Layered Track-able: variable Lifespan: infinite bounce Share-able: yes, yes, yes!

Age: 100 years

Format: double-spaced

Target: Media outlets

Track-able: placements

Lifespan: usually short

Share-able: no

Age: < 5 years

Format: multimedia

Target: Layered

Track-able: variable

Lifespan: infinite bounce

Share-able: yes, yes, yes!

Who Listeners Talkers Lurkers Authorities Influencers Journalists Bloggers Followers You Everyone! Characteristics Media Types

Listeners

Talkers

Lurkers

Authorities

Influencers

Journalists

Bloggers

Followers

You

Everyone!

Characteristics

Media Types

Where

Contacting HARO Online Distribution Social Media Email Text message Comment on blog RSS Newsroom

HARO

Online Distribution

Social Media

Email

Text message

Comment on blog

RSS

Newsroom

Attracting Attention Keywords Content Timing Relevance

Keywords

Content

Timing

Relevance

Keywords Wordle.net Google keyword tool

Wordle.net

Google keyword tool

Content Headline Summary Quotes Multimedia Social Media Format

Headline

Summary

Quotes

Multimedia

Social Media Format

Timing Trends Celebrations National

Trends

Celebrations

National

Relevance

Building Credibility Do Deliver Be Accessible Be Relevant Personalize Be Consistent Don’t Overpromise Hide Be Irrelevant Get too Personable Be Inconsistent

Do

Deliver

Be Accessible

Be Relevant

Personalize

Be Consistent

Don’t

Overpromise

Hide

Be Irrelevant

Get too Personable

Be Inconsistent

Building Real-ebrity

Distribution Do it Yourself PROS Low or no cost Self-managed Results CONS Time Cost Results Publicist PROS Time-saver, monitors Professional representation Results CONS May be too traditional Cost Results

Do it Yourself

PROS

Low or no cost

Self-managed

Results

CONS

Time

Cost

Results

Publicist

PROS

Time-saver, monitors

Professional representation

Results

CONS

May be too traditional

Cost

Results

Agenda Making Media Connections Attracting Attention Building Credibility Routes: DIY or Publicist

Making Media Connections

Attracting Attention

Building Credibility

Routes: DIY or Publicist

Digital PR Resources Questions? Email [email_address] Articles www.wiredprworks.com

Questions? Email [email_address]

Articles www.wiredprworks.com