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Pr More Bang For The Buck

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Public Relations: More bang for the buck

Public relations is one of the most cost-effective ways to spend your marketing dollar – whether you take on PR yourself, or hire someone to help you. At a time when print media are struggling, opportunities to target audiences, build relationships and increase awareness about your business, product or service using PR are actually growing.

What is PR, and how can you easily create a strategic, creative PR program that will help your business? How do you write and distribute an effective news release? How do you incorporate social media into your PR efforts? What are editors, reporters and media consumers looking for when it comes to stories they want to write and read? How should you handle any crisis that may arise? How can PR help increase your website traffic?

Participants will leave with a variety of new ideas, techniques and tools to create or improve their PR strategy, develop a manageable plan that works for them, and see increased exposure and improved results by stepping up their PR efforts.

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Pr More Bang For The Buck

  1. 1. Public Relations: More Bang for the Buck April 14, 2010 Biz w/o Borders
  2. 2. What is public relations? <ul><li>Relationship building </li></ul><ul><li>Storytelling </li></ul><ul><li>A part of your marketing mix </li></ul><ul><li>One of the most cost-effective ways to spend your marketing dollar </li></ul>
  3. 3. So what? <ul><li>Lots of channels – clutter – blurring the lines between PR, marketing & advertising </li></ul>
  4. 4. Add SM to the mix <ul><li>Not revolutionary </li></ul><ul><li>Evolutionary </li></ul><ul><li>Intersection of progression of the Internet & media </li></ul>
  5. 5. Social media is not just another marketing medium <ul><li>Collective conversation </li></ul><ul><ul><li>Opens the door to opportunities, results </li></ul></ul><ul><ul><li>Not campaigns, but small acts </li></ul></ul><ul><li>Communities drive and shape brand conversations </li></ul><ul><ul><li>Dynamic, shifting landscape </li></ul></ul><ul><ul><li>Not image control, but being who you are </li></ul></ul><ul><li>Have a plan in place to listen, participate and respond </li></ul><ul><ul><li>Connect groups/individuals with relevant information, experiences </li></ul></ul><ul><ul><li>Open channels and accessibility is the rule </li></ul></ul>
  6. 6. WIIFM? <ul><li>You can take advantage </li></ul><ul><ul><li>Coverage/exposure </li></ul></ul><ul><ul><li>Search engine results (keywords) </li></ul></ul><ul><ul><li>Connect directly to customers </li></ul></ul>
  7. 7. Traditional PR <ul><li>Relationships with editors/reporters key </li></ul><ul><li>Send out a news release </li></ul><ul><li>Call/ask for coverage </li></ul><ul><li>They found you </li></ul><ul><li>One-way </li></ul><ul><li>Little control in your hands </li></ul>
  8. 8. Now: The media is dying <ul><li>Outlets cutting back </li></ul><ul><li>Reporters being laid off, furloughed </li></ul><ul><li>Journalists trusted LESS than bloggers </li></ul><ul><li>(http://twitter.com/themediaisdying) </li></ul>
  9. 11. PR Opportunities are Growing <ul><li>Help A Reporter Out </li></ul><ul><ul><li>http://helpareporter.com/ </li></ul></ul><ul><ul><li>Twitter - @skydiver </li></ul></ul><ul><li>Social Media </li></ul><ul><li>Blogs </li></ul><ul><li>User generated/contributed content </li></ul>
  10. 12. Now: YOU are the media! <ul><li>Create your own content </li></ul><ul><li>Post it any number of places </li></ul><ul><li>Showcase your expertise </li></ul><ul><li>Establish your credibility </li></ul><ul><li>Build your own community </li></ul><ul><li>Reap the benefits </li></ul>
  11. 13. Where can you post/pitch? <ul><li>Blogs – yours and others’ </li></ul><ul><li>Newspaper sites </li></ul><ul><li>Web-based news distribution sites </li></ul><ul><li>User-driven news sites </li></ul><ul><li>Social media – opinions, events, links </li></ul><ul><li>Other channels </li></ul><ul><ul><li>YouTube, podcasts, etc. </li></ul></ul><ul><li>And more . . . </li></ul><ul><li>AND use traditional media options, too </li></ul>
  12. 14. What are reporters/editors looking for? <ul><li>HELP! </li></ul><ul><li>Ideas </li></ul><ul><li>Trends </li></ul><ul><li>News </li></ul><ul><li>A head start </li></ul>
  13. 15. What to do? What does it look like? <ul><li>Have a plan </li></ul><ul><ul><li>Be consistent </li></ul></ul><ul><li>Master key tools </li></ul><ul><ul><li>News releases </li></ul></ul><ul><ul><li>Pitches </li></ul></ul><ul><ul><li>Social media pages/accounts </li></ul></ul><ul><li>Be creative </li></ul>
  14. 16. Target Properly <ul><li>Geography </li></ul><ul><li>Media Outlet </li></ul><ul><li>Social media tools </li></ul><ul><li>Individual staffers (reporters, editors) </li></ul><ul><ul><li>Don’t forget industry pubs/associations </li></ul></ul>
  15. 17. Tools Overview <ul><li>Blogs </li></ul><ul><ul><li>Your best SEO investment (Forbes.com) </li></ul></ul><ul><li>Twitter </li></ul><ul><li>Facebook – Fan Page as blog </li></ul><ul><li>LinkedIn </li></ul><ul><li>YouTube </li></ul>
  16. 18. Don’t get overwhelmed! <ul><li>Pick a tool and master it, then another </li></ul><ul><li>Integrate as you go – into overall marketing, and online efforts </li></ul><ul><li>Don’t try to do everything </li></ul><ul><li>Find out what your industry, competition and customers are using </li></ul><ul><li>Monitor what is up and coming; but it might also soon be down and going </li></ul>
  17. 19. MUST be newsworthy <ul><li>Two or more factors: </li></ul><ul><ul><li>Timing – current news </li></ul></ul><ul><ul><li>Significance – # of people affected </li></ul></ul><ul><ul><li>Proximity – near to us, close to home </li></ul></ul><ul><ul><li>Prominence – famous people </li></ul></ul><ul><ul><li>Human interest – appeal to emotion </li></ul></ul><ul><ul><ul><li>(can violate other 4 criteria) </li></ul></ul></ul>
  18. 20. Creating a Basic PR Plan <ul><li>Calendar – consider one release/month </li></ul><ul><li>3 areas of focus </li></ul><ul><ul><li>“ Piggyback” </li></ul></ul><ul><ul><ul><li>Google News, etc. </li></ul></ul></ul><ul><ul><ul><li>Holidays/seasons </li></ul></ul></ul><ul><ul><ul><ul><li>HolidayInsights.com </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Chase’s Calendar of Events </li></ul></ul></ul></ul><ul><ul><li>Trend releases </li></ul></ul><ul><ul><li>Editorial Calendars </li></ul></ul>
  19. 21. Post Everywhere (that’s appropriate) <ul><li>News release </li></ul><ul><li>Print, Web, Radio, TV </li></ul><ul><li>Coloradoan </li></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>User content </li></ul></ul><ul><li>Your blog/website </li></ul><ul><li>Jobbing </li></ul><ul><li>MyTown </li></ul><ul><li>ColoradoTown.com </li></ul><ul><li>Reporter Herald </li></ul><ul><li>Your Hub (x2) </li></ul><ul><li>Denver Post </li></ul><ul><li>Ann Clarke’s enews </li></ul><ul><li>Post as Stories & Events </li></ul><ul><li>Engaging Loveland </li></ul><ul><li>Old Town Loveland </li></ul><ul><li>FtC Forum </li></ul><ul><li>Greeley Tribune </li></ul><ul><ul><li>Windsor, too </li></ul></ul><ul><li>Chambers </li></ul><ul><ul><li>FtC </li></ul></ul><ul><ul><li>Loveland </li></ul></ul><ul><li>Social Media </li></ul><ul><ul><li>Twitter (x2) </li></ul></ul><ul><ul><li>Facebook (event, fan pages) </li></ul></ul><ul><ul><li>LinkedIn (post, event) </li></ul></ul><ul><ul><li>Meetup </li></ul></ul><ul><li>Calendars </li></ul><ul><ul><li>KUNC, KRFC </li></ul></ul><ul><ul><li>CoBizMag </li></ul></ul><ul><ul><li>NCBR, BCBR </li></ul></ul><ul><li>Web distribution </li></ul><ul><ul><li>Free </li></ul></ul><ul><ul><ul><li>PRLog.org </li></ul></ul></ul><ul><ul><ul><li>Etc. </li></ul></ul></ul><ul><ul><li>Social Media Releases </li></ul></ul><ul><ul><ul><li>PitchEngine.com </li></ul></ul></ul><ul><ul><ul><li>PRX Builder </li></ul></ul></ul><ul><ul><li>Paid </li></ul></ul><ul><ul><ul><li>PRWeb </li></ul></ul></ul><ul><ul><ul><li>etc. </li></ul></ul></ul>
  20. 22. 10 Stages of Social Media Business Integration <ul><li>Observe and Report </li></ul><ul><li>Setting the Stage + Dress Rehearsal </li></ul><ul><li>Socializing Media </li></ul><ul><li>Finding a Voice and a Sense of Purpose </li></ul><ul><li>Turning Words Into Actions </li></ul><ul><li>Humanizing the Brand and Defining the Experience </li></ul><ul><li>Community </li></ul><ul><li>Social Darwinism </li></ul><ul><li>The Socialization of Business Processes </li></ul><ul><li>Business Performance Metrics </li></ul>
  21. 23. Sample social network routine <ul><li>Twitter </li></ul><ul><li>Review follower list and identify people to follow back  (one time, daily) </li></ul><ul><li>Review lists you’ve been added to, decide whether or not to follow  (one time, daily) </li></ul><ul><li>Respond to those you mentioned or replied to you   (two to three times, daily) </li></ul><ul><li>Check and respond to direct messages (DM)  (two times, daily) </li></ul><ul><li>Read “home” stream and identify people to retweet (RT) and/or respond  (two times daily) </li></ul><ul><li>Identify new people to follow  (two to three times weekly) </li></ul><ul><li>NOTE: For those tactics which are listed as two times, it works best if there is time dedicated in both the morning and late afternoon. </li></ul>
  22. 24. Routine, continued <ul><li>Facebook </li></ul><ul><li>Review friend requests  (one time, daily) </li></ul><ul><li>Review invitations for events, fan pages and applications you’ve received  (one time, daily) </li></ul><ul><li>Respond to posts, mentions or to those who write on your wall  (two to three times, daily) </li></ul><ul><li>Check private messages and respond when appropriate  (one time, daily) </li></ul><ul><li>Read “news” page and identify posts to “like” or comment on  (two to four times, daily) </li></ul><ul><li>Identify new people to friend or to suggest your fan page/group/event (two to three times, weekly) </li></ul>
  23. 25. Then consider adding: <ul><li>Speaking engagements </li></ul><ul><li>Events </li></ul><ul><ul><li>Webinars, podcasts, etc. </li></ul></ul><ul><li>Donating/pro bono services/products </li></ul><ul><li>Giving away reports via website </li></ul><ul><li>etc. </li></ul>
  24. 26. ROI findings <ul><li>FB fans, Twitter followers more likely to recommend and buy from brands </li></ul><ul><li>Harvard Business Review: “Companies that use Facebook and Facebook fan pages to market their company to potential clients can increase sales, word-of-mouth marketing and client loyalty significantly . . .” </li></ul>
  25. 27. A Secret <ul><li>This all helps your search engine results </li></ul><ul><li>Forbes.com: A blog is your best SEO investment </li></ul><ul><li>Drive traffic to your blog/site through other sites/link to other articles/blog posts (comments help, too, with a link) </li></ul><ul><li>Mind your manners (easy on the self promo) </li></ul>Find out who the “cool kids” are . . .
  26. 28. Where can all this get you? <ul><li>CNN mobile local news feed (iPhone) </li></ul><ul><li>AP mobile news feed </li></ul><ul><li>In print, on TV or the radio </li></ul><ul><li>And more! </li></ul>
  27. 29. Upcoming, FYI: <ul><li>Monthly HR Seminars </li></ul><ul><ul><li>Northern Colorado ESG HR Seminars </li></ul></ul><ul><ul><li>Employer Solutions Group (Meetup.com) </li></ul></ul><ul><li>Social Media Strategy Classes, TBA </li></ul><ul><ul><li>Me, Sean McCarthy </li></ul></ul><ul><li>Social Media Strategy 10/5/10 </li></ul><ul><ul><li>Fort Collins Chamber </li></ul></ul>
  28. 30. Resources/Credits <ul><li>Shannon Cherry </li></ul><ul><li>Peter Shankman </li></ul><ul><li>David Mathison </li></ul><ul><li>Brian Solis </li></ul><ul><li>PRSarahEvans </li></ul><ul><li>Mashable </li></ul><ul><ul><li>http://mashable.com/2009/12/04/small-business-guide/ </li></ul></ul><ul><li>Twitter – for research </li></ul><ul><li>Erika Napoletano/Redhead Writing </li></ul><ul><li>Interactive Insights Group </li></ul><ul><li>Techipedia </li></ul><ul><ul><li>http://www.techipedia.com/2009/create-facebook-page/ </li></ul></ul>
  29. 31. Thank you! [email_address] @BradleyRoss / @ShannonMarcom www.linkedin.com/in/bradleyrshannon www.shannonmarcom.com/blog 970-420-8793

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