Public Relations in the Age of Social Media

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It doesn’t matter if you have the best solution on the market if nobody knows about it.

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  • Speech Notes - Slide 1Put in Commtouch logo1. [Title] News You Can UseNews You Can Use
  • Speech Notes - Slide 31. [Content Placeholder 2] Global PR and marcom for Israeli companies in the global market Bottom-line focus Niche PR Experience introducing new technologies in specialized markets Local availability with global reachGlobal PR and marcom for Israeli companies in the global market Bottom-line focus Niche PR Experience introducing new technologies in specialized markets Local availability with global reach
  • Public Relations in the Age of Social Media

    1. 1. PR in the Age of Social Media Your Foundation for Optimal PRInt’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    2. 2. Agenda •The Role of PR •The Players •Practical AdviceInt’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    3. 3. Your Speaker Amy Kenigsberg Principal Consultant K2Int’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    4. 4. K2 Global Communications • Global PR and marcom for Israeli and US companies in the global market • Bottom-line focus • Experience introducing new technologies in specialized markets • Local availability with global reach • Clients in security, software, storage, cloud, telecom, acoustics, digital printing, etc.Int’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    5. 5. The Role of PR Speak up!Int’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    6. 6. If you build it… “ It doesn’t matter if you have the best solution on the market if nobody knows about it.” L. Kenigsberg, to an irate CEOInt’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    7. 7. Int’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    8. 8. Four out of Five Experts Surveyed… Third-party endorsement adds value to your solutionsInt’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    9. 9. Become the Industry Expert • Commtouch’s data-focused PR outreach • Data-driven content + K2’s efforts nearly tripled media coverage over a two-year period • After months of trying, we achieved coverage in the #1 security-oriented blog, two posts in a row • Journalists now check Commtouch’s blog for news, and approach them for comment more oftenInt’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    10. 10. Tiered PR • B-to-B • B-to-B-to-C • B-to-C • Partners v. End Users – Where does the revenue come from?Int’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    11. 11. The Players The individual and their “brand”Int’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    12. 12. Anatomy of the Journalist/Blogger • Deadlines have become virtually continuous • Layoffs mean one journalist is doing the job of many • Trying to stay abreast of the news • Overwhelmed by email, Tweets, Facebook posts, LinkedIn messages, all trying to get his attention • Tweeting & blogging & posting on behalf of his publication • Blogging & tweeting & posting on his own behalf to establish himself as a brand so when he’s targeted in the next round of cuts…Int’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    13. 13. Care & Feeding of the Journalist/Blogger • What can you do to make his/her life easier? • Only approach with real news • “Pre-digest” your information • Offer them objective content with your byline • Ask what he/she wantsInt’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    14. 14. Anatomy of an Analyst • Trying to shake the pay- for-play image • Blogging regularly to ensure/establish personal brand (for the day…) • Less likely to be reached by your social media activitiesInt’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    15. 15. Care & Feeding of the Analyst • Approach twice a year to ensure “free” briefings • Have specifics about what you can do for the markets they cover • Don’t cancel!Int’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    16. 16. The PR Team • PR is the primary avenue to establish and reinforce your brand • Drives traffic to your site • Streamlined methodology gets your messages out faster • Integral part of your teamInt’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    17. 17. Getting It Done Make it EasyInt’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    18. 18. Messaging • Critical success factors • Unique selling propositions • What’s in it for me?Int’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    19. 19. Defining Your Audience • What is in it for each level of the tier? • Influencer • CustomerInt’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    20. 20. Types of News • Product news • Corporate data • Deals with major partners • Company news • Reputation building • Expertise • Analysis • OpinionInt’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    21. 21. • WHAT IS NEWS? • Industry specific v. GeneralInt’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    22. 22. NOT News • We’re going to a show (unless…) • We met with a potential investor • We’re taking it on the road • We’re joining 20 other Israeli companies at…Int’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    23. 23. What is a media outlet in 2012? • Website • Facebook • Print • YouTube • Blog • Twitter • Analyst report • Pinterest • Analyst blog • Newsletter • RSS • SMS/MMS • LinkedInInt’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    24. 24. “Talking” with Journalists • What are they writing about? • What do you have to offer? • What do you have in common with the companies they cover? • What makes you unique? • Most communication occurs by email • NEVER attach anything • Get to the point, keep it short • Use bold/underliningInt’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    25. 25. The Press Release • Be clear about your key messages • Get to the point • Compelling writing gets read • Tease, don’t bore or be overly granular • Human-sounding quotes, only • Streamline the approval processInt’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    26. 26. Questions? Thanks!Int’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com

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