Strategic Public Relations & Personal Branding


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Alan Weinkrantz presentation at Trinity University of Strategic Public Relations, Social Media and Personal Branding.

Presentation includes a brief case study of client, Denim Group, of which two of its founders are Trinity Alumni

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  • Strategic Public Relations & Personal Branding

    1. 1. Strategic PR & Personal Branding Trinity University September 28, 2010
    2. 2. Before we start • Inventory of cell phones • Leave them on for the 1st 20 minutes of the discussion....turn up the volume • Take all calls, but speak in soft voice • Check Facebook, Twitter, YouTube, email • Respond to IM in real time
    3. 3. Today • This course is critical to your career / life path regardless if you become a PR person, politician, doctor, lawyer, rock star, architect, etc or win the lottery never work a day in your life.
    4. 4. Today • Background • PR as it was • PR as it is becoming • Social Media • Case Story: Trinity Alumni Company- DenimGroup • Personal Branding - you!
    5. 5. About • PR guy for 25 years • Social Media for the last 5 years • Blogger with.... 4 blogs • Former Journalist.... contributing columnist “Express-News” • Content producer
    6. 6. When I went to college No PC - we used a typewriter Research was done the Library No Internet No iPhone or wireless devices No digital camera Social Media did not exist
    7. 7. Caveat • Presentation based on my belief sets • I try things out and like to experiment • Not everything I do works, but the good news is that this costs almost zero, other than your time
    8. 8. PR • PR still matters in the traditional sense but it’s rapidly changing • message • voice • content
    9. 9. Strategy • I still believe in strategy, but even the best laid plans have shorter shelf life because the media and how “news” gets reported moves so fast
    10. 10. I still pitch • I still develop story ideas • I still pitch journalists • I still get “media coverage” for clients, but it’s getting harder and... less relevant
    11. 11. Every company is a... • Media Company • content creator • story teller • community builder • aimed at being discovered and shared if you do your job right and deliver on your brand promise
    12. 12. Premise • Don’t just study “PR” at Trinity • become your own client • start marketing and selling you in advance of your graduation so you can go on to grad school, start a new business, or get an amazing job
    13. 13. Today Dear Mom & Dad... today in • Focus on branding school, I learned • you are a brand that I was a brand
    14. 14. How to package yourself • Thought leader raise partners money • Innovative • Connecter grad • Networker build a school team • Ear to the ground cool job
    15. 15. Influence is the new currency • Influence and thought leadership is the new currency • Make your voice heard • Make a difference
    16. 16. study. work hard. have fun. start story telling
    17. 17. stream your narrative
    18. 18. build a following and new deal flow will come your way
    19. 19. how: > ?
    20. 20. converse interface broadcast inform share spread you ideas give away as much information about you as you can
    21. 21. The Basics • Develop your “voice” • Write like you speak • Write to and for your audience(s) • Give yourself six months to see it work
    22. 22. Who are you trying to reach? • Have the right message and tone of voice • the right people • the right networks • be persistent with outreach
    23. 23. The Social Web
    24. 24. If you populate the social web with great and relevant content about yourself, you’ll be found, and it will serve its purpose in whatever you want to do after you graduate from Trinity
    25. 25. static VS. active Web Site Brochures Press Releases Trade Show Booth
    26. 26. Go wide and deep You Company Technology Article Blog submissions Facebook delicious Twitter SlideShare Comment on other blogs YouTube LinkedIn Digg Docstoc Slideshare
    27. 27. How I’ve used the power of social web to get media coverage, gain credibility and demonstrate thought leadership as a pro- active consumer of AT&T’s three screen service offering
    28. 28. trade business/financial broadcast radio
    29. 29. YouTube -great way to pitch the media
    30. 30. Re-purposing content... Industry leaders demonstrate N-trig technology
    31. 31. Industry leaders demonstrate N-trig applications & product differentiation
    32. 32. How To: How I watch Internet TV - U-verse and Internet TV
    33. 33. DenimGroup • Founded by 2 Trinity Alum • Dan Cornell & Sheridan Chambers • Building secure software • 50 + employees • Inc 5,000 company 3 years in a row
    34. 34. PR / Social Media • Thought leadership in emerging market category • Hard news • Media coverage in tech / IT / security media • Social Media / Content Development
    35. 35. Branding YOU • Your brand is your best personal resume • If you understand the power of personal branding it will help you get into grad school, start a new business, or great an amazing job when you finish Trinity • Branding really shows who you really are
    36. 36. How I am branding Alan • Social Networks • Blogging I’m a mini broadcasting • Journalism network • Self PR • Photography • Videos
    37. 37. What about you? • Student leader • Innovator • Collaborator • First mover • Entrepreneur • Community builder
    38. 38. Consumer facing blog covering AT&T positions me as an authority in triple play services in telecom
    39. 39. Facebook connects me to friends & business associates in the U.S. and Israel
    40. 40. LinkedIn - business focused social networking in the U.S. and Israel
    41. 41. Flickr photos....I always carry my camera when I travel for fun or business
    42. 42. Monthly columnist for San Antonio “Express-News” covering AT&T and Social Media
    43. 43. B.B. King, Tom Petty, The Who in Concert
    44. 44. Branding You! • Join a few networks • Determine what you want to communicate about yourself • Make sure you have an up to date photo • If you are on social networks, make sure you have an up to date profile
    45. 45. Branding You • Your personal site on Facebook incorporated with your school work • Start a blog on your professional interests • 30 days of listen • 30 days of research to see who you want to engage with • 30 days of conversation and outreach
    46. 46. Brand Persona • @TrinityHottie careful how you brand • @LoveMyBeer yourself on • @BigAssCamero twitter... • @AnarchyNation
    47. 47. Be aware • You are what you post... • “got shit-faced last night at Fiesta” • “going to Mexico this weekend to....” • “Prof. Smith is an ass-hole” • “looking to buy term paper on....”
    48. 48. Contact • Alan Weinkrantz • • • @alanweinkrantz - Twitter • FaceBook, LinkedIn too!
    49. 49. Copy of presentation • online today: • • copy and share with others • this is just what I believe and seems to work • your mileage may vary
    50. 50. start story telling be your own client don’t just “study” PR; do it for yourself
    51. 51. Thank You © 2010