Social Media 101 for Public Relations Professionals

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Tips for PR professionals to use social media to connect with influencers, for digital public relations, connecting with journalists and personal branding.

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Social Media 101 for Public Relations Professionals

  1. 1. Social Media 101 For PR By: Erin Richards-Kunkel
  2. 2. TAKEAWAYS: • SOCIAL MEDIA IS CHANGING HOW JOURNALISTS RESEARCH, REPORT AND BREAK NEWS • JOURNALISTS/WRITERS/INFLUENCERS ARE BRANDING THEMSELVES ONLINE THROUGH SOCIAL MEDIA • PUBLIC RELATIONS JOB DESCRIPTION HAS CHANGED; SOCIAL MEDIA AND DIGITAL MARKETING SAVVY IS OFTEN REQUIRED • THINK LIKE A JOURNALIST/PUBLISHER =THINK LIKE A MARKETER
  3. 3. CHANGE IN THE NEWS CYCLE:
  4. 4. JOURNALISTS AS BRANDS: • INVEST IN PLACES TO CREATE RELATIONSHIPS WITH WRITERS • TWITTER • LINKEDIN • MUCKRACK
  5. 5. THE CHANGING REQUIREMENTS OF PR: • PUBLIC REALATIONS PROFESSIONALS NEED TO DEMONSTRATE CORE SOCIAL MEDIA SKILLS
  6. 6. THE CHANGING REQUIREMENTS OF PR: • PUBLIC REALATIONS PROFESSIONALS OFTEN NEED TO DEMONSTRATE CORE SOCIAL MEDIA SKILLS • DEVELOPING SOCIAL MEDIA STRATEGIES • SOCIAL MEDIA COMPONENTS FOR PR CAMPAIGNS • COMMUNITY AND CRISIS MANAGEMENT • SOCIAL MEDIA ANALYTICS
  7. 7. THINK LIKE A JOURNALIST =THINK LIKE A MARKETER
  8. 8. • STRUGGLES FOR JOURNALISTS/PUBLISHERS • EYES ON CONTENT • GOOD HEADLINES • ACCURACY • VIEWS • ADVERTISERS • COMPETITON THINK LIKE A JOURNALIST = THINK LIKE A MARKETER • STRUGGLES FOR MARKETERS • EYES ON CONTENT • ENGAGING • BRAND AWARENESS • CUSTOMERS • COMPETITON
  9. 9. TIPS FOR PR PROS (USING SOCIAL MEDIA) • START WITH “SOCIAL LISTENING” • TRACK CRITICAL KEYWORDS ACROSS WEB TO SEE WHAT USERS ARE SAYING ABOUT YOUR BRAND AND ANALYZE “SENTIMENT” • TOOLS: • GOOGLE ALERTS • SOCIAL MENTION • TOPSY.COM • MUCKRACK • TRACKUR
  10. 10. TIPS FOR PR PROS (USING SOCIAL MEDIA) • KEEP AN EYE ON POTENTIAL OPPORTUNITIES FOR YOUR BRAND • HARO (HELP A REPORTER OUT) • BLOGS AND GUEST BLOGS
  11. 11. TIPS FOR PR PROS (USING SOCIAL MEDIA) • CREATE SOCIAL MEDIA TIE-INS FOR MEDIA AND PRESS • TWEETABLE AND SHAREABLE INFO (ALWAYS) • BEHIND- THE- SCENES FOR INTERVIEWS • TEASERS AND TUNE-INS FOR SOCIAL MEDIA • VINE • INSTAGRAM
  12. 12. CASE STUDY: INFLUENCER CAMPAIGN • Goals: Generate buzz around brand, drive targeted followers on Instagram, increase engagement • Week-long campaign (4 posts) • Generated +1,200 new targeted users • + 280% increase in continued engagement • ~ 200 comments/entries into contest • Numerous buying signals consumer interest for follow-up
  13. 13. SOCIAL MEDIA OPPORTUNITIES (RIGHT NOW!) • DEVELOPING PERSONAL SOCIAL MEDIA OUTLETS • BLOGS AND BLOGGING • INTERNSHIPS • FREELANCE SOCIAL MEDIA • TIPS: • SOCIAL MEDIA MANAGEMENT DASHBOARDS (HOOTSUITE, TWEETDECK, SPROUT SOCIAL) • INDUSTRY TRENDS AND MAJOR SOURCES (MASHABLE, TECHCRUNCH, BUSINESS INSIDER, JEFF BULLAS BLOG) • WEBINARS
  14. 14. PERSONAL BRANDING AND SOCIAL MEDIA: • Use social media profiles as professional outlets • Brand your social media and engage in “thought-leader activities” • Twitter • LinkedIn • Blogs, vlogs and contributor content • THINK BEFORE YOU POST/TWEET/UPDATE
  15. 15. PERSONAL BRANDING AND SOCIAL MEDIA: WHAT NOT TO DO:
  16. 16. GOOD READS • The New Normal For News • The Dos and Don’ts of Pitching Journalists on Social Media (Mashable) • The Rise of the Journalist as a Publisher
  17. 17. About Me: Erin Richards-Kunkel is the Director of Social Media at Excelerate Media, a social media marketing firm helping businesses from startups to established brands take their social media to the next level. Richards-Kunkel develops dynamic and fully integrated social media presences that connect and engage with audiences while telling the story behind the brand. She is also a journalist covering social media, business, leadership, culture, food, fashion and local stories. Connect with me: Twitter @ErinSRichards FB: FB.com/ErinRichardsKunkel Website: exceleratemedia.com Email: erin@exceleratemedia.com

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