Marketing Essentials: Public Relations/Earned Media & Social Media/Owned Media Strategy
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The core of this session is mastering communication with your target audience, through "Earned Media" (traditional news and lifestyle channels) and "Owned Media" (internal tools, such as newsletters, blogs and social media). We explore how to create news-worthy content and events, drafting a press release, building a targeted media list and how to outreach to journalists, identifying the best social media channels for your brand (i.e. – Facebook / Twitter / YouTube / Pintrest / Linkedin / Quora) and developing an internal content strategy.
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Marketing Essentials: Public Relations/Earned Media & Social Media/Owned Media Strategy
- 1. Marketing Essentials WEEK 3 Public Relations
- 2. Public Relations “If I was down to my last dollar, I’d spend it on Public Relations ” ~ Bill Gates
- 3. Public Relations Expand your Definition of Media Paid Owned Earned Advertising Blog Public Relations Email Reviews Packaging Word of Mouth Social Media
- 5. Public Relations Understanding Earned Media It is what is said about the brand that cannot be controlled by the brand.
- 6. Public Relations Understanding Earned Media Public Relations success comes from: • Creating newsworthy stories • Announcing accomplishments & milestones • Introducing new products or services • Highlighting Company expertise
- 7. Public Relations Understanding Earned Media Establish your identifiable selling point • What makes your business unique? • Why should the press - or the public - care about what you’re doing? • Do you have an interesting story of how the business was founded? • Are you trying to accomplish something out of the ordinary?
- 8. Public Relations Understanding Earned Media Press Releases are a Saturated Market: • Over 3,000 press releases are issued every business day. • Each press release costs anywhere from $250 to $1,000 or more to distribute.
- 10. Public Relations Understanding Earned Media Time Sensitive Events • Are you introducing a new product or service? • Can you tie-in with a current event? • Are you doing something around a specific holiday/event/time of year?
- 11. Public Relations Understanding Earned Media What does your audience watch/read/listen to? • Print - Magazines/Newspapers/Weeklies • Digital - Online/Mobile/Newsletters/Blogs • Radio - AM/FM/Satellite/Digital • Television - Network/Cable/Local • Events & Speakers - Conferences
- 12. Public Relations Understanding Earned Media Building a Media List • Identify the Story • Identify the Outlets / Reporters • Find contact info: email/phone/twitter/fax (look on the masthead, in bylines, at the end of articles) • Gather data: circulation/audience size, frequency of distribution, editorial calendar, pitch format
- 13. Public Relations Understanding Earned Media Creating the Pitch
- 14. Public Relations Understanding Earned Media Creating the Pitch: Importance = Newsworthy Is this important to anyone in the world outside of these walls?
- 15. Public Relations Understanding Earned Media Creating the Pitch: Local Vs. National Sometimes the Ventura County Star is more important than the Wall Street Journal
- 16. Public Relations Understanding Earned Media Creating the Pitch: Who Cares??? • Just because you sent it, doesn't mean they're going to write about it; issue the release to the reporters that are going to care. “I recently got a message from a reporter working at a small local paper who received 80 press releases in one day – of which only two were relevant to what his paper covers.” ~ Jeremy Porter, Journalistics.com
- 17. Public Relations Understanding Earned Media Creating the Pitch: Beware of “Vaporware” Vaporware - big ideas that were supposed to revolutionize technology but were never actually released. ALWAYS wait until you have the product in-hand before you start taking about it!
- 18. Public Relations Understanding Earned Media Creating the Pitch: EXERCISE “My business news is…” What has happened in your business in the past few months???
- 19. Public Relations Understanding Earned Media Creating the Pitch: Writing Tips • Avoid Buzzwords and “Gobbledygook” “Oh jeez, another flexible, scalable, groundbreaking, industry-standard, cutting-edge product from a market-leading, well positioned company - Ugh!” ~ David M. Scott, “The Gobbledygook Manifesto”
- 20. Public Relations Understanding Earned Media Creating the Pitch: Writing Tips • Keep it short, simple and to the point • Headline: 80-120 Characters • 1st Paragraph should address the Who/What/Why/When/Where? • Stay around 500 - 700 words, if possible
- 21. Public Relations Understanding Earned Media Creating the Pitch: Considering a PR Pro • Relationships • Writing / Pitching Skills • Distribution / Follow-up • Access to Media Services
- 22. Public Relations Understanding Owned Media Social Media Blog Newsletter
- 23. Public Relations Understanding Owned Media Social Media - Broad Definition The whole of consumer generated media, and the tools & practices people use to share content, opinions, insights, experiences and perspectives.
- 24. Public Relations Understanding Owned Media Social Media - Broad Definition • Platforms - Facebook/Twitter/Linkedin • Blogs/Blog Networks • Aggregators - Buzzfeed • Consumer Reviews - Yelp • Photo / Video Sharing - Instagram/Pintrest • Wikis • Podcasts • Message Boards
- 25. Public Relations
- 26. Public Relations Understanding Owned Media Social Media Find the channel that makes the most sense to reach your audience…
- 27. Public Relations Understanding Owned Media Social Media - Discussion… What social media platform makes the most sense for my business?
- 28. Public Relations Understanding Owned Media Develop a Content Marketing Plan • Who? Responsibilities • What? Set Your Topics (Themes, Seasons, Holidays, Events) • When? Set a Schedule / Use a Calendar • Where? Appropriate Channels • How? Tools (HootSuite, Twitterfeed, Landing Pages, WordPress)
- 29. Public Relations Understanding Owned Media Blogs / Newsletters
- 30. Public Relations Understanding Owned Media Blogs / Newsletters • Be Consistent • Have a Voice: Why should I read this? • Grow your audience thru other channels • Call to Action: Drive your readers to ______?
- 31. Public Relations Understanding Owned Media Be an “Expert” • Speaking Engagements • Events • Guest Blog Posts / Articles