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DIY Do It Yourself Public Relations

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Kaimen Company President Julie Huang delivered this presentation to the Asian Women in Business on April 14, 2011 in New York City.

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DIY Do It Yourself Public Relations

  1. 1. Copyright © Kaimen Company LLC 2011. All rights reserved.Presentation to 1
  2. 2. Copyright © Kaimen Company LLC 2011. All rights reserved. Agenda1. Why DIY PR is now2. A Look Back at Traditional PR DIY PR 2
  3. 3. Copyright © Kaimen Company LLC 2011. All rights reserved.State of the Public Relations 3
  4. 4. Copyright © Kaimen Company LLC 2011. All rights reserved. Traditional PR Methods…• Materials Development • Editorial Calendars – Website • Events – Fact sheets • Mailing Lists – Press releases – Brochures• Media Alerts• Press Briefing• Media Outreach Photo Credit: istockphoto 4
  5. 5. Copyright © Kaimen Company LLC 2011. All rights reserved. To obtain these Objectives… Press Coverage Customer TrafficPhoto Credit: istockphoto Photo Credit: Kaimen CompanyPhoto Credit: Kaimen Company 5
  6. 6. Copyright © Kaimen Company LLC 2011. All rights reserved. Since every PR pro uses similar tools and runs in the same race…Photo Credit: istockphoto 6
  7. 7. Copyright © Kaimen Company LLC 2011. All rights reserved.…there are some successes Photo Credit: istockphoto 7
  8. 8. Copyright © Kaimen Company LLC 2011. All rights reserved. …and others? Well…Photo Credit: istockphoto 8
  9. 9. Unsubscribe Copyright © Kaimen Company LLC 2011. All rights reserved. …you get the picture Photo Credit: Kaimen Company BLACKLISTED ZEROTOLERANCE 9
  10. 10. Copyright © Kaimen Company LLC 2011. All rights reserved. Industry Learnings• No one owns media relationships.• Engagement takes time.• Media interest takes time to develop.• No short-cuts; No one hit wonders.• Persistence counts.• Consistency counts.• You need to stick around to earn respect and credibility. 10
  11. 11. Copyright © Kaimen Company LLC 2011. All rights reserved.Landscape is Changing 11
  12. 12. Copyright © Kaimen Company LLC 2011. All rights reserved. You Engage Many Ways… NOWSource: NFIB.com 12
  13. 13. Copyright © Kaimen Company LLC 2011. All rights reserved.Smartphones Can Upload…Now NFIB Photo credit: Sprint.com 13
  14. 14. Copyright © Kaimen Company LLC 2011. All rights reserved.Smartphones are dominating…Top Smartphone Platforms3 Month Avg. Ending Feb. 2011 vs. 3 Month Avg. Ending Nov. 2010Total U.S. Smartphone Subscribers Ages 13+Source: comScore MobiLens Share (%) of Smartphone Subscribers Nov-10 Feb-11 Point ChangeTotal Smartphone Subscribers 100.0% 100.0% N/AGoogle 26.0% 33.0% 7.0RIM 33.5% 28.9% -4.6Apple 25.0% 25.2% 0.2Microsoft 9.0% 7.7% -1.3Palm 3.9% 2.8% -1.1 14
  15. 15. Copyright © Kaimen Company LLC 2011. All rights reserved. …by disrupting other industries Photo credit: theFlip.com Photo credit: Kaimen CompanyPhoto credit: Garmin.com 15
  16. 16. Copyright © Kaimen Company LLC 2011. All rights reserved. So, We Share Everything…Photo credit: istockphoto 16
  17. 17. Copyright © Kaimen Company LLC 2011. All rights reserved.…About the things we buy... Photo Credit: Kaimen Company 17
  18. 18. Copyright © Kaimen Company LLC 2011. All rights reserved. …and the things that make us angryPhoto credit: KansasCityStar.com Photo credit: BusinessWeek.comPhoto credit: newschannel10.com Photo credit: istockphoto Photo credit: Oilspillnews.net 18
  19. 19. Copyright © Kaimen Company LLC 2011. All rights reserved.You know more…Now 19
  20. 20. Copyright © Kaimen Company LLC 2011. All rights reserved.So Use it for Your Business Product or Source: Kaimen Company Service New Experience Customers $UCCE$$ Referrals Feedback 20
  21. 21. Copyright © Kaimen Company LLC 2011. All rights reserved. Can You Use Traditional PR?Photo credit: istockphoto 21
  22. 22. Copyright © Kaimen Company LLC 2011. All rights reserved. Sure. Get the Word Out. DIY.Still need aStory about your service or productWeb presenceCorporate collateral (fact sheets, press releases, emails, description) 22
  23. 23. Copyright © Kaimen Company LLC 2011. All rights reserved. Other Ways to Get the Word Out.• Thought-leadership • Sponsorship/ – Case Studies Charitable Activities – White papers • Testimonials – Speaking Engagements – Written – Webinars – Photos/Videos – Surveys Photo credit: istockphoto – Books – eBooks 23
  24. 24. Copyright © Kaimen Company LLC 2011. All rights reserved. And Now…They Find YouPhoto credit: istockphoto 24
  25. 25. Copyright © Kaimen Company LLC 2011. All rights reserved.Using this… 25
  26. 26. Copyright © Kaimen Company LLC 2011. All rights reserved.Forces are Converging Photo credit: istockphoto and Kaimen Company 26
  27. 27. Copyright © Kaimen Company LLC 2011. All rights reserved.Opportunity: DIY PR…because Photo credit: istockphoto No Excuses 27
  28. 28. Copyright © Kaimen Company LLC 2011. All rights reserved. …everyone is trying to figure this out. Some firms assign social media responsibility to one person.Photo credit: istockphoto 28
  29. 29. Copyright © Kaimen Company LLC 2011. All rights reserved.…if you can look forways to integrate theideas in the followingslides into yourpublic relations plan. Photo credit: istockphoto 29
  30. 30. Copyright © Kaimen Company LLC 2011. All rights reserved.Content Drives Marketing Success 30
  31. 31. Copyright © Kaimen Company LLC 2011. All rights reserved.#1. How to PrepareBefore You DIY PR…• Review Your Public Profiles for – Tone – Message Consistency• Set up Google Alert – http://www.google.com/alerts 31
  32. 32. Copyright © Kaimen Company LLC 2011. All rights reserved.#2. Pay Attention• Read/Friend/Follow Other People’s Content – Learn – Take Notes – Study Interactions – Roadmap: Website to Blog to Press Releases to Tweets to LinkedIn Profile to Facebook – Note trends, patterns, cause & effects 32
  33. 33. #3. Feedback – Conversation Copyright © Kaimen Company LLC 2011. All rights reserved. 33
  34. 34. Copyright © Kaimen Company LLC 2011. All rights reserved.#4a. Create Your Own Content Your Blog – Embed your blog to your site – Add a “Call to Action” at the end of each blog post Your Videos – Upload to Youtube – Grab HTML codes for your website – Don’t forget a “Call to Action” at the end 34
  35. 35. Copyright © Kaimen Company LLC 2011. All rights reserved.#4a. Other ways Your White Papers – Make ‘em downloadable – How about a Call to Action (aka landing page to collect info) Your Emails – Collect email addresses – Bring readers back to your site 35
  36. 36. Copyright © Kaimen Company LLC 2011. All rights reserved.#4b: …and Use Your Phone 36
  37. 37. Copyright © Kaimen Company LLC 2011. All rights reserved.#4b: …and Use Your Phone 37
  38. 38. Copyright © Kaimen Company LLC 2011. All rights reserved.#5a. No time to Create Content? Try Curating Content – Summarize what other thought leaders are doing – Use your industry knowledge to synthesize what is going on in your industry – Blog or video post 38
  39. 39. Copyright © Kaimen Company LLC 2011. All rights reserved.#5b. No time to Create Content period? Call in the Pros – Have a look at – They are a content marketing agency that offers • content creation • content optimization • content testing services – They know how to do this for companies. – Disclosure: Not a client. No business relationship 39
  40. 40. Copyright © Kaimen Company LLC 2011. All rights reserved. #6. Create Your Own ChannelSource: NFIB.com 40
  41. 41. Copyright © Kaimen Company LLC 2011. All rights reserved.Learn from Steve Garfield http://stevegarfield.blogs.com/videoblog/ 41
  42. 42. Copyright © Kaimen Company LLC 2011. All rights reserved.#7. Get Your Goals Straight• Customer-Focused• Not media-focused – "Lets create events or ideas to generate media attention...“ (not right)• Why? Reporters can tell when – You are targeting them. – It feels like publicity stunt. 42
  43. 43. Copyright © Kaimen Company LLC 2011. All rights reserved.If your customers are not talking about you, then why should reporters? 43
  44. 44. Copyright © Kaimen Company LLC 2011. All rights reserved.#8. Twitter Helps Media Relations• Reporters are on Twitter – they follow each other – share opinions about good and bad PR tactics and the people/companies behind them• Know what the reporters are thinking• Leverage the info into a conversation 44
  45. 45. Copyright © Kaimen Company LLC 2011. All rights reserved. #9. Learn to Create and OptimizeOptimize  What are the three to five words you want people to put into a search engine to find you?  Your content and meta tags needs to have those three to five wordsTons of Free Resources  Visit slideshare.net – study other presentations  Visit www.helpareporter.com – be a source for reporters…get a list of a reporter inquiries 2x day  Look for webinars: Search on LinkedIn and Twitter 45
  46. 46. Copyright © Kaimen Company LLC 2011. All rights reserved.Some things are freeContent Rules: How to Create Content thatIgnites Your BusinessDATE: April 27, 2011TIME: 10amPT/ 11amMT/ 12pmCT/ 1pmETPRESENTERS:Ann Handley, Chief Content Officer, MarketingProfs, Co-author of Content Rules: How to Create Killer Blogs, Podcasts,Videos, Ebooks, Webinars (and More) That Engage Customersand Ignite Your BusinessAlli Libb, Moderator, American Marketing AssociationCOST: Complimentary 46
  47. 47. Copyright © Kaimen Company LLC 2011. All rights reserved.#10. S p e e d Matters: Act in Real- Time 47
  48. 48. Copyright © Kaimen Company LLC 2011. All rights reserved.#11. Be Helpful… Be Generous 48
  49. 49. Copyright © Kaimen Company LLC 2011. All rights reserved.#12. Go Big – Join Forces Source: istockphoto 49
  50. 50. Copyright © Kaimen Company LLC 2011. All rights reserved. Recent Examples from Big Cos.Intuit, Salesforce.com Announce StrategicAlliance to Offer Customer RelationshipManagement to 4 Million QuickBooksCustomers – April 1, 2011Google working with Mastercard,Citibank for payment system– March 28, 2011 50
  51. 51. Copyright © Kaimen Company LLC 2011. All rights reserved.Case Study: A Great Example of:  Generosity  Going Big – Joining Forces  Real-Time issue – relevance - SPEED  Use of Social Media  Excellent program success and media coverage 51
  52. 52. Copyright © Kaimen Company LLC 2011. All rights reserved. 52
  53. 53. Copyright © Kaimen Company LLC 2011. All rights reserved. Source: Kaimen Company 53
  54. 54. Copyright © Kaimen Company LLC 2011. All rights reserved. Source: Kaimen Company 54
  55. 55. Copyright © Kaimen Company LLC 2011. All rights reserved. Source: Kaimen Company 55
  56. 56. Copyright © Kaimen Company LLC 2011. All rights reserved. Source: Kaimen Company 56
  57. 57. Copyright © Kaimen Company LLC 2011. All rights reserved. Source: Kaimen Company 57
  58. 58. Copyright © Kaimen Company LLC 2011. All rights reserved. Source: Kaimen Company 58
  59. 59. Copyright © Kaimen Company LLC 2011. All rights reserved.About• An award-winning public relations and marketing communications firm• Helps companies and individuals raise brand awareness, gain public appreciation, and manage good stakeholder relations• Service Offering: – Product and corporate communications – Public affairs – Social-cause marketing – Crisis and reputation management – Investor relations – Media relations• Recipient of an Award of Excellent for “Best Crisis Communications in a Nonprofit” from the Public Relations Society of America• Visit us: www.kaimenco.com or www.twitter.com/kaimenco or www.facebook.com/kaimenco 59
  60. 60. Copyright © Kaimen Company LLC 2011. All rights reserved.About Julie HuangJulie Huang is president of Kaimen Company, which offers services inproduct and corporate communications, public affairs, social-causemarketing, crisis and reputation management, and investor and mediarelations across multiple industries, including life sciences, retail, andtechnology. Before starting Kaimen, Ms. Huang held seniormanagement positions at companies such as the Institute forInternational Research, EVCGroup, FD, Cohn Wolfe, and Edelman. Inher career, her programs took home two Silver Anvils from the PublicRelations Society of America for the “Best Investor Relations Programof the Year” and one Award of Excellence for “Best CrisisCommunications in a Non-Profit”. Her article on pharmaceutical-biotech alliances published in Pharmaceutical Executive earned a TheHolmes Report Bronze SABRE Finalist nomination. She is a co-founderof the Yale Life Sciences Alumni Association and the Yale HealthcareConference. She is a member of Public Relations Society of America,Asian Women in Business, and a friend of the Asian American BarAssociation of New York. She is past president of the New York Chapterof the National Association of Asian American Professionals and formertrustee of the Museum of Chinese in America. A New York City native,Ms. Huang received a BA in sociology from Brooklyn College beforeearning her MBA from Yale School of Management and her MPH fromthe Yale School of Public Health. 60
  61. 61. Copyright © Kaimen Company LLC 2011. All rights reserved. Thank You Julie Huang President Kaimen Company 80 Broad Street 5th Floor New York, NY 10004 www.kaimenco.com julie@kaimenco.com Phone (888) 989-8808 x 703Photo credit: The image of the blue skies and grass used as the background for the PowerPoint is from istockphoto.com 61

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