PR = Publicity Repositioned By Barbara Rozgonyi © 2009 for CoryWest Media, LLC
Presentations <ul><li>www.slideshare.net/wiredprworks </li></ul>
twitter <ul><li>@wiredprworks </li></ul>
 
 
Professional Communicators <ul><li>49% of today’s professional communicators say they think press releases are “as useful ...
Agenda <ul><li>Making Media Connections </li></ul><ul><li>Attracting Attention </li></ul><ul><li>Building Credibility </li...
 
Making Media Connections <ul><li>Perspective </li></ul><ul><li>People </li></ul>
Perspective: PR Then  <ul><li>Edward Louis Bernays </li></ul><ul><li>Ivy Lee </li></ul>
Traditional Vs Digital PR <ul><li>Age: 100 years  </li></ul><ul><li>Format: double-spaced </li></ul><ul><li>Target: Media ...
 
 
Who <ul><li>Listeners </li></ul><ul><li>Talkers </li></ul><ul><li>Lurkers </li></ul><ul><li>Authorities </li></ul><ul><li>...
 
 
Where
Contacting <ul><li>HARO </li></ul><ul><li>Online Distribution  </li></ul><ul><li>Social Media </li></ul><ul><li>Email </li...
 
 
 
 
Attracting Attention <ul><li>Keywords </li></ul><ul><li>Content </li></ul><ul><li>Timing </li></ul><ul><li>Relevance </li>...
Keywords <ul><li>Wordle.net </li></ul><ul><li>Google keyword tool  </li></ul>
Content <ul><li>Headline </li></ul><ul><li>Summary </li></ul><ul><li>Quotes </li></ul><ul><li>Multimedia </li></ul><ul><li...
 
Timing <ul><li>Trends </li></ul><ul><li>Celebrations </li></ul><ul><li>National  </li></ul>
Relevance
 
 
Building Credibility <ul><li>Do   </li></ul><ul><li>Deliver </li></ul><ul><li>Be Accessible </li></ul><ul><li>Be Relevant ...
Building Real-ebrity
 
 
 
 
Distribution <ul><li>Do it Yourself </li></ul><ul><li>PROS </li></ul><ul><li>Low or no cost </li></ul><ul><li>Self-managed...
Agenda <ul><li>Making Media Connections </li></ul><ul><li>Attracting Attention </li></ul><ul><li>Building Credibility </li...
Digital PR Resources <ul><li>Questions? Email  [email_address] </li></ul><ul><li>Articles  www.wiredprworks.com   </li></ul>
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Digital PR How to Write Press Releases, and Dramatically Improve Your Visibility

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As more people and media outlets move online, traditional PR is being reinvented. Created by Barbara Rozgonyi, this presentation upgrades PR knowledge and updates on the latest in online PR tools and techniques, including how to use free publicity to dramatically increase your visibility. May be presented as a keynote, workshop, webinar or breakout session by Barbara Rozgonyi. Check availability: 630.207.7530 or corywestmedia @gmail.com

Published in: Business, Technology

Digital PR How to Write Press Releases, and Dramatically Improve Your Visibility

  1. 1. PR = Publicity Repositioned By Barbara Rozgonyi © 2009 for CoryWest Media, LLC
  2. 2. Presentations <ul><li>www.slideshare.net/wiredprworks </li></ul>
  3. 3. twitter <ul><li>@wiredprworks </li></ul>
  4. 6. Professional Communicators <ul><li>49% of today’s professional communicators say they think press releases are “as useful as ever” </li></ul><ul><li>64% of respondents who issue releases say they target them most often to print outlets </li></ul><ul><li>23% send them to online news and financial sites </li></ul><ul><li>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 </li></ul>
  5. 7. Agenda <ul><li>Making Media Connections </li></ul><ul><li>Attracting Attention </li></ul><ul><li>Building Credibility </li></ul><ul><li>Routes: DIY or Publicist </li></ul>
  6. 9. Making Media Connections <ul><li>Perspective </li></ul><ul><li>People </li></ul>
  7. 10. Perspective: PR Then <ul><li>Edward Louis Bernays </li></ul><ul><li>Ivy Lee </li></ul>
  8. 11. Traditional Vs Digital 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>
  9. 14. Who <ul><li>Listeners </li></ul><ul><li>Talkers </li></ul><ul><li>Lurkers </li></ul><ul><li>Authorities </li></ul><ul><li>Influencers </li></ul><ul><li>Journalists </li></ul><ul><li>Bloggers </li></ul><ul><li>Followers </li></ul><ul><li>You </li></ul><ul><li>Everyone! </li></ul><ul><li>Characteristics </li></ul><ul><li>Media Types </li></ul>
  10. 17. Where
  11. 18. Contacting <ul><li>HARO </li></ul><ul><li>Online Distribution </li></ul><ul><li>Social Media </li></ul><ul><li>Email </li></ul><ul><li>Text message </li></ul><ul><li>Comment on blog </li></ul><ul><li>RSS </li></ul><ul><li>Newsroom </li></ul>
  12. 23. Attracting Attention <ul><li>Keywords </li></ul><ul><li>Content </li></ul><ul><li>Timing </li></ul><ul><li>Relevance </li></ul>
  13. 24. Keywords <ul><li>Wordle.net </li></ul><ul><li>Google keyword tool </li></ul>
  14. 25. Content <ul><li>Headline </li></ul><ul><li>Summary </li></ul><ul><li>Quotes </li></ul><ul><li>Multimedia </li></ul><ul><li>Social Media Format </li></ul>
  15. 27. Timing <ul><li>Trends </li></ul><ul><li>Celebrations </li></ul><ul><li>National </li></ul>
  16. 28. Relevance
  17. 31. Building Credibility <ul><li>Do </li></ul><ul><li>Deliver </li></ul><ul><li>Be Accessible </li></ul><ul><li>Be Relevant </li></ul><ul><li>Personalize </li></ul><ul><li>Be Consistent </li></ul><ul><li>Don’t </li></ul><ul><li>Overpromise </li></ul><ul><li>Hide </li></ul><ul><li>Be Irrelevant </li></ul><ul><li>Get too Personable </li></ul><ul><li>Be Inconsistent </li></ul>
  18. 32. Building Real-ebrity
  19. 37. Distribution <ul><li>Do it Yourself </li></ul><ul><li>PROS </li></ul><ul><li>Low or no cost </li></ul><ul><li>Self-managed </li></ul><ul><li>Results </li></ul><ul><li>CONS </li></ul><ul><li>Time </li></ul><ul><li>Cost </li></ul><ul><li>Results </li></ul><ul><li>Publicist </li></ul><ul><li>PROS </li></ul><ul><li>Time-saver, monitors </li></ul><ul><li>Professional representation </li></ul><ul><li>Results </li></ul><ul><li>CONS </li></ul><ul><li>May be too traditional </li></ul><ul><li>Cost </li></ul><ul><li>Results </li></ul>
  20. 38. Agenda <ul><li>Making Media Connections </li></ul><ul><li>Attracting Attention </li></ul><ul><li>Building Credibility </li></ul><ul><li>Routes: DIY or Publicist </li></ul>
  21. 39. Digital PR Resources <ul><li>Questions? Email [email_address] </li></ul><ul><li>Articles www.wiredprworks.com </li></ul>
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