Link Your Way to Visibility: Online PR Basics


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Bolt Public Relations' president, Caroline Callaway, and social media director, Anne Carr, presented a seminar to interior designers at Kravet Fabrics in San Diego and provided insider tips from the PR industry. Learn how to maximize your visibility online, capitalize on your LinkedIn connections, and define your brand to grow your business and
reach untapped audiences. From LinkedIn to press releases and the free resources used by top PR agencies, you'll walk away with easy steps to start, maintain or grow your business through new avenues of exposure.

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Link Your Way to Visibility: Online PR Basics

  1. 1. LINK YOUR WAY TO VISIBILITY: HOW TO DO YOUR PR ONLINE May 20, 2010 Kravet Fabrics Presented By: Caroline Callaway & Anne Carr
  2. 2. <ul><li>If no one knows your business exists… </li></ul><ul><li>does it ? </li></ul>Opening Thought
  3. 3. PR Defined <ul><li>&quot;If a young man tells his date she's intelligent, </li></ul><ul><li>looks lovely, and is a great conversationalist, </li></ul><ul><li>he's saying the right things to the right person </li></ul><ul><li>-- and that's marketing . If the young man tells </li></ul><ul><li>his date how handsome, smart and successful </li></ul><ul><li>he is -- that's advertising . If someone else tells </li></ul><ul><li>the young woman how handsome, smart and </li></ul><ul><li>successful her date is -- that's public </li></ul><ul><li>relations .&quot; </li></ul><ul><li>- S.H. Simmons, author and humorist </li></ul>
  4. 4. <ul><li>First Steps </li></ul><ul><li>Define Your Brand </li></ul><ul><li>Set up a LinkedIn Profile </li></ul><ul><li>Publish a Press Release Online </li></ul><ul><li>Integrate Your Efforts </li></ul>Developing an Online Presence
  5. 5. Define Your Brand <ul><li>Determine Your Brand/Mission </li></ul><ul><li>Determine Online PR Objectives </li></ul><ul><li>Streamline Your Messaging & Image </li></ul>
  6. 6. Define Your Brand <ul><li>A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer. </li></ul><ul><li>(Seth Godin) </li></ul>
  7. 7. Determine Your Brand & Mission <ul><li>Who are you? What sets you apart? </li></ul><ul><ul><li>Consider your strengths and expertise </li></ul></ul><ul><li>What solution do you offer? </li></ul><ul><ul><li>Target those who need your specific solution </li></ul></ul><ul><li>Why are you in business? </li></ul><ul><ul><li>This is the fuel for your mission </li></ul></ul><ul><li>What are your goals? </li></ul>
  8. 8. Define Your Brand: PR Objectives <ul><li>What do you hope to accomplish with a social media presence or a press release? </li></ul><ul><ul><li>Disseminate news </li></ul></ul><ul><ul><li>Increase awareness of your service </li></ul></ul><ul><ul><li>Generate new prospects </li></ul></ul><ul><ul><li>Strengthen credibility </li></ul></ul><ul><ul><li>Be a local resource </li></ul></ul><ul><li>Every bit of communication should be a strategic effort, in line with your objectives </li></ul>
  9. 9. Define Your Brand: Consistency <ul><li>Streamline your message, image and brand across all channels to create that set of expectations and memories </li></ul><ul><ul><li>Business name </li></ul></ul><ul><ul><li>Tagline </li></ul></ul><ul><ul><li>Headshot </li></ul></ul><ul><ul><li>Logo </li></ul></ul><ul><ul><li>Mission statement </li></ul></ul>
  10. 10. LinkedIn <ul><li>Create/Complete Profile </li></ul><ul><li>Connect </li></ul><ul><li>Network </li></ul><ul><li>Tips & Best Practices </li></ul>
  11. 11. LinkedIn: Create/Complete Profile
  12. 12. LinkedIn: Complete Profile
  13. 13. LinkedIn: Create/Complete Profile <ul><li>Headline </li></ul><ul><li>Location </li></ul><ul><li>Industry </li></ul><ul><li>Current position & history </li></ul><ul><li>Getting Started: </li></ul>
  14. 14. LinkedIn Profile <ul><li>Educate others on who you are, what you do, what you are looking for and how to contact you. </li></ul><ul><li>Keyword search terms </li></ul><ul><li>Summary </li></ul><ul><li>Specialties </li></ul>
  15. 15. LinkedIn Profile
  16. 16. LinkedIn Profile: Settings
  17. 17. LinkedIn: Connect
  18. 18. LinkedIn: Network
  19. 19. LinkedIn: Network <ul><li>Join Groups & Discussions </li></ul><ul><li>Answer Industry Questions </li></ul><ul><li>Post/Find Events </li></ul><ul><li>Add new contacts </li></ul>
  20. 20. LinkedIn: Tips & Best Practices <ul><li>For top search placement: </li></ul><ul><ul><li>100% Complete Profile – fill out all information, join groups, have 4 recommendations </li></ul></ul><ul><ul><li>Keywords </li></ul></ul><ul><li>Update frequently for more visibility: </li></ul><ul><ul><li>Status updates </li></ul></ul><ul><ul><li>Group participation </li></ul></ul><ul><li>Remember your branding – keep image & messages consistent </li></ul><ul><li>Always archive requests rather than reject </li></ul>
  21. 21. <ul><li>Online Press Releases </li></ul><ul><li>What is Considered Newsworthy? </li></ul><ul><li>Anatomy of a Press Release </li></ul><ul><li>Newswires </li></ul><ul><li>How to Post/Publish Your News </li></ul><ul><li>Online Results </li></ul>Online PR
  22. 22. Online Press Releases
  23. 23. What Is Considered Newsworthy? <ul><li>Stories that are considered newsworthy are always timely, accurate and appeal to a broad audience. These stories can include: </li></ul><ul><li>New product/service offerings </li></ul><ul><li>Grand openings/business expansions </li></ul><ul><li>New hires/promotions </li></ul><ul><li>Community and charity involvement </li></ul><ul><li>New customer/partnership deals </li></ul><ul><li>Awards and special recognition </li></ul><ul><li>Timely expert advice </li></ul><ul><li>Industry developments </li></ul><ul><li>Customer successes </li></ul><ul><li>Milestone achievements </li></ul><ul><li>Unique human interest stories </li></ul>
  24. 24. Anatomy of a Press Release Company Logo Company Contact Brief Headline Dateline Opening Paragraph *Detail Who, What, When, Where and Who Cares? Company Quote
  25. 25. Anatomy of a Press Release Closing Boilerplate End of Release
  26. 26. Newswires
  27. 27. How to Post/Publish Your News
  28. 28. Online Press Releases
  29. 29. Online Results
  30. 30. An Integrated Approach
  31. 31. Integrating Efforts: Online Visibility <ul><li>Post your headline with a link as a “status update” on your LinkedIn profile </li></ul><ul><li>Connect with media via LinkedIn to share your news </li></ul><ul><li>Spread your news through your Groups </li></ul>
  32. 32. Integrating Efforts: Sharing News
  33. 33. Results <ul><li>Increased search engine visibility </li></ul><ul><li>Increased media visibility </li></ul><ul><li>Increased Website traffic </li></ul><ul><li>Increased credibility </li></ul><ul><li>Increased referral opportunities/relationships </li></ul><ul><li>Improved accessibility </li></ul><ul><li>Top of mind awareness </li></ul>
  34. 34. Questions? <ul><li> </li></ul><ul><li>Twitter: @BoltPR </li></ul><ul><li> </li></ul><ul><li>Caroline Callaway </li></ul><ul><li>(760) 918-0792 </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li>Anne Carr </li></ul><ul><li>(760) 918-0834 </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul>