to determine who is the big blog in your field. Find the top influencers in your industry, research them and move in for the kill.
Research has shown that consumers are often much more mistrusting about a message when they know it's a paid advertisement.
Bullying issues…school safety…..breaking news—about ecoli outbreak--chance to pitch local grassfed cattle company or vegetarian company
Media Relations and Social Media Skills
Presented by Jodi UnruhPresident of Jodi Unruh and Associates, LLC
Overview What is Public Relations (PR) Benefits of PR Changing Landscape New Media Traditional Media Media Skills
PublicRelations (PR)PR is the practice of managing the flow of information between anorganization and its publics to enhanceits reputation and to maintain and create mutually beneficial relationships.
Benefits of Public Relations Enhance the image and perception of your organization and company Portray your organization as involved, innovative and as an active community member Build brand awareness
Benefits of Public Relations Crisis Management Generate buzz Create credibility Increase search engine visibility and organic results Cost effective way to reach your target audiences
Internal Public RelationsPR within the organization tobuild good rapport amongits employees--staffhandbooks,meetings, luncheonsandnews releases
External Public RelationsPR to maintain favorablerelations with the public—holding conferences, sending press releases managing eventsand alumni groups
PR Campaign Set objectives Identify target audiences Identify messages for audiences
Get Your Message OutTraditional Media: Print, Radio and TelevisionImportant tools for PR, but traditional media has also been losing readership and viewership…
Create a Conversation Image Credit: Brian Solis
Listen, Learn, and Share Share information, educate, interact, and LISTEN Learn what your target markets want and need
Great Return on Investment (ROI)More efficient and cost-effective method to gather information about your target audience than surveys and focus group discussions.
Company Website Viral Business CenterImage Credit: M3NewMedia
Boost Your Website’s Ranking Search Engine Optimization or SEO (Relevant Keywords) Create Back Links—get other websites and bloggers to link to you Best FREE online search engine for links: Open Site Explorer: www.opensiteexplorer.org
SEO TIP SearchEngines Love Content—keep it “fresh”!
Online Reputation Research it Put best foot forward Build and maintain online Reputation
Submit Quality Content Blog Press Releases Social Networking
QR CodeWhen you scan or read a QR code with your iPhone,Android or other camera-enabled Smartphone youcan… 1. link to digital content on the web 2. activate a number of phone functions including email3. connect the mobile device to a web browser
QR Code for Facebook You can use likify tocreate a QR code that links your mobile device to a fully functioning LIKE button for your Facebook page.
Mainstream Media Online“In many ways, the influence of traditionalmedia today can be measured by the volume and methods by which it spreads: Social media amplifies, rather than detracts from, its influence.” ~ Frank Strong, Director of PR, Vocus
News Coverage News coveragecan increase credibility and boost sales.
Make it NewsworthyKnow what’s making headlines--reporters look for overall trends or emerging issues
Call, Fax or Email Pitch? Research the contacts preferred pitch methodRecent Study: 80% reporters prefer to pitch via e-mail
Prepared Pitch Create a targeted media list for your story Know your reporter and the publication Have stats and anecdotes ready to show how your product or company is tied to the bigger picture.
Prepared Pitch Be Exclusive Get Visual Suggest Interviews—make their job easy! Press kit Be Flexible
Timely Pitch Don’t call during reporter deadline hours Keep it concise develop a bulleted “fast facts” sheet Wait if breaking news hits Weekend or weekday story?
Pitch Follow Up Follow up with an email within 24 to 48 hours of the first pitch You can wait a week if thestory is timeless
Build Media Data BaseIt’s all about building relationships!
Public Relation’s Quote“If I was down to my last dollar, I’d spend it on public relations.” ~ Bill Gates, Founder & CEO of Microsoft
Skill Building Session Create some news angles for your PR objectives Create a targeted media list Write a concise 30 second pitch for a reporter