New Media New Approach


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New Media New Approach

  1. 1. New Media, New Approach: Public Relations for the 21st Century Globecomm/Cachendo June 30, 2009 Rock Creek Strategic Marketing
  2. 2. Contents • Traditional vs. New Media o Similarities and Differences • Executing Traditional Media and Blog Campaigns o 10 Steps to Developing a Successful Media/Blog Relations Campaign o 6 Tips for Talking to Bloggers/Reporters • Social Media Specifics o 3 Universal Truths About Social Media o Social Media Options o So Many Options…How to Decide? o Tips for Using Social Media Outlets to Your Advantage 07/15/09 2
  3. 3. Traditional vs. New Media 07/15/09 3
  4. 4. Traditional vs. New Media: Similarities and Differences Similarities: Traditional and new media are governed by the same principles: • Have a game plan for proactive and reactive media activities. o Know what your objectives are. Traditional and new media tactics are simply tools in your marketing toolkit to help you reach your larger objectives. o Don’t develop your crisis PR plan when the crisis hits. o Show up consistently. Media relations is like having a bird feeder—maintain it or the birds will stop coming. • Know who you need to know—that is, who’s covering your space and what interests them. 07/15/09 4
  5. 5. Traditional vs. New Media: Similarities and Differences Similarities, cont. o Build relationships before you need them. o Tell a newsworthy story. o Be authentic, transparent, honest, and believable. 07/15/09 5
  6. 6. Traditional vs. New Media: Similarities and Differences Differences • Training and background o Journalists at traditional publications are usually trained in reporting; new media/social media authors may not have any formal training. • Separation of editorial/advertising o Journalists must abide “separation of church and state”; new media and social media authors may choose to keep advertising and editorial separate. They may also accept payment to write about businesses/products. 07/15/09 6
  7. 7. Traditional Media and Blog Campaigns: 10 Steps to Developing a Successful Media/Blog Relations Campaign 07/15/09 7
  8. 8. Step 1: Determine the Message • What are you really trying to publicize? • All of your communications should relate back to your set of core messages. • Remember, your messages must be: o Believable—Poorly written corporate gobbledygook can make you look incredibly unbelievable. o Credible—Be authentic, honest, and transparent. 07/15/09 8
  9. 9. Step 2: Differentiate • Your announcements must pass the “so what?” test. • Prove value. How is your offering different and better vs. competitors’? Tell the story through real examples. • Avoid hype at all costs. Lofty language and claims of “best of breed” are likely to turn off traditional and new media journalists alike. 07/15/09 9
  10. 10. Step 3: Define Your Audience • Your audience may not be the same for every announcement. You may want to focus on a specific region, job title, or technology. • Coverage is more likely to result from a few highly targeted pitches than a high-volume shotgun approach. 07/15/09 10
  11. 11. Step 4: Get the Timing Right • Take advantage of naturally newsworthy events like conferences or trade shows. • Prepare happy customers to talk to the press on your behalf. • Take logical steps—launching a wide-scale Facebook campaign the day after you post your company profile is unlikely to earn meaningful results. 07/15/09 11
  12. 12. Step 5: Identify Traditional & New Media Outlets • Don’t assume—survey and research. • Realize that your audience may not read what you think they read. • They’re more likely to read industry-focused publications than general ones. 07/15/09 12
  13. 13. Step 6: Choose the Most Appropriate Media • Consider your message, audience, and credibility within each of the media outlets. • Target your campaigns to the media that will give you the most mileage. • Not every announcement needs to be sent to every contact. • Avoid brand/news exhaustion—e.g. your Twitter feed shouldn’t be a constant stream of company press releases. 07/15/09 13
  14. 14. Step 7: Reuse and Repost Content Some ideas: • Post releases on PR Web and your company blog that feeds news items onto your home page. • Add a blurb for the announcement in your company e-newsletter. • Link to the announcement in a company direct email or on your company’s Facebook page. • Republish print magazine coverage as a PDF on your website. 07/15/09 14
  15. 15. Step 8: Optimize Your Content for SEM • Seed your announcements with keywords and phrases that are likely to be used when searching for your products and services. • Take advantage of inline links and tags. • Maximize opportunities to receive external links. 07/15/09 15
  16. 16. Step 9: Build Credibility with Outside Endorsements and Accolades • Journalists and bloggers are more likely to cover companies they’ve heard of. • One way for a lesser-known company to get a foot in the door is through third-party quotes, testimonials, and case studies. • Awards are also an excellent way to gain attention. 07/15/09 16
  17. 17. Step 10: Develop Genuine Relationships Before you Pitch • Read the publications and blogs that cover your industry. • Build profiles of journalists/bloggers. This will help you avoid sending tips that are clearly outside the writer’s lane. • It’s pointless to sell a story to someone who’ll never write about it—and it could be embarrassing for you and your brand. 07/15/09 17
  18. 18. Step 10: Develop Genuine Relationships (cont.) • Try to become a regular source. Send tips that the writer may not know about. • Writers like to know they’re being read. Get to know and interact with bloggers by commenting using your real name and email address. • Pitch trend stories. Even if your company is not the main topic, it can still be valuable to be mentioned in the story. 07/15/09 18
  19. 19. 6 Tips for Talking to Journalists/Bloggers • DO frame answers to tough questions positively. • DON’T wing it. Prepare. • DO speak in terms everyone can understand. Avoid jargon. • DON’T speculate. • DO communicate your key messages. • DON’T ask to approve the story. 07/15/09 19
  20. 20. Social Media Specifics 07/15/09 20
  21. 21. 3 Universal Truths About Social Media • Every social networking site has different rules, and you must know the rules and play by them. • You must build relationships based on trust and authenticity. Remember, your company is playing on their playground. • Two things that will help lead you to success: o Being personal, e.g., answering questions and private messages. o Showing up, i.e., making sure that if someone initiates interaction, you’re there to respond. 07/15/09 21
  22. 22. Social Media Options • Company blog • Reddit • Forums & message • Digg boards • StumbleUpon • Industry listservs • Wikipedia • SlideShare • Yahoo! Answers • LinkedIn profiles & groups • Squidoo • YouTube • Ning • Facebook • Flickr • Twitter • And many more!
  23. 23. So Many Options—How to Decide? • Understand the intent and limitations of the each option. • Choose a few to get started with, then expand. • Don’t spread yourself too thin—better to have fewer social media profiles that are well-developed than many poorly-developed profiles. • No profile is better than a bad profile.
  24. 24. Tips for Using Social Media Outlets to Your Advantage: Facebook • Facebook is only worthwhile if you intend to: o Stay active. o Use it for two-way conversations with followers. • Create a Facebook company page. o Creating a profile page takes 5 minutes. o Creating a meaningful profile page and using it effectively is a much bigger investment! o Variety of applications available to promote your blog, link to your SlideShare offerings, communicate and more. 07/15/09 24
  25. 25. Tips for Using Social Media Outlets to Your Advantage: Facebook • Create a Facebook company page. (con’t) o Facebook pages are searchable in search engines, so make sure it’s seeded with content. o Use your fan page to send out a message to your fans. • The response rate will give you a sense of how frequently to send out messages. • Makes sure your page messages have a call to action (preferably a link, so you can track click-throughs). 07/15/09 25
  26. 26. Tips for Using Social Media Outlets to Your Advantage: Facebook • The more active you are on Facebook, the more you are in front of people. • The “News Feed” is “home” on Facebook. If you share an article, update your status, or post elsewhere, your “friends” will know. o Update your status at least every 5 days, otherwise you appear inactive. o Make sure you post on other people’s walls and comment on other people’s links, statuses, and videos. 07/15/09 26
  27. 27. Tips for Using Social Media Outlets to Your Advantage: Facebook • Facebook is the most popular platform for sharing photos. People expect you to have them. o Add your company logo. o Add photos of events your company threw/attended. o Use captions to your advantage when promoting your pictures. o Tag people in your photos even if they aren’t on Facebook. 07/15/09 27
  28. 28. Tips for Using Social Media Outlets to Your Advantage: Twitter • Twitter is more “open” than Facebook. But, to use it effectively, you must be active. • Twitter can be about you or your company. It is very effective for promoting companies—as long as you’re not promoting 24/7. • Twitter is about followers and following. o The more followers you have, the greater the chance someone will click a link when you post it. o You should follow (and be followed by) people who are relevant to your Twitter strategy. 07/15/09 28
  29. 29. Tips for Using Social Media Outlets to Your Advantage: Twitter • Choose a Twitter username that is short and relevant. • Use a short URL to conserve space when sharing links (,, etc.). • Make sure you thank people for following you. • Make sure to reply to people. 07/15/09 29
  30. 30. Tips for Using Social Media Outlets to Your Advantage: Twitter • Tweet often: Aim for daily goals, e.g., 20 times/day. • Share information that others may find interesting, like articles, links to industry news, etc. Don’t tweet about company information all the time. • Optimize your Facebook/Twitter by adding a Twitter app on Facebook. This allows your tweets to double as Facebook activity. 07/15/09 30
  31. 31. Questions & Answers 07/15/09 31
  32. 32. Thank you for your participation! Kristen M. Newton Director of Strategy 301/657-0800 x116 Amy Hooker Director of New Media 301/657-0800 x138 07/15/09 32