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PR and Social Media For Start Ups


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Workshop session on PR and Social Media Basics at Quincy Center for Innovation

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PR and Social Media For Start Ups

  1. 1. Chris Nahil Message & Medium Communications and Marketing October 25, 2013
  2. 2.  “The influencing of opinion through content”  Larry Weber, Chairman, W2 Group  Earned vs. owned vs. paid media and content  PR   ≠ “press release” Education, message control, condition influencers and decision makers Story telling on a dynamic scale  So, yes, you do need a story to tell
  3. 3.  News releases  Features  Events  Speeches  Presentations  Video, audio, graphics  Bylined articles  Individual pitches, exclusives  Customer stories  PSAs, calendars  Internal communications  Financial communications  Government  Community
  4. 4. Blogs LinkedIn Twitter Facebook YouTube, Vimeo Instagram, Flickr, Photobucket Tumblr Slideshare Quora FourSquare Pinterest Google+ Wikipedia Social games
  5. 5. Listen Share Engage
  6. 6. Story and Messaging Relationships Content Measurement and Feedback
  7. 7.  Story is built on messages ◦ ◦ ◦ ◦ ◦ ◦  Who are you? What do you deliver? Who do you do it for? Why do you do it better than others? Why are you different? Why should we care?! ◦ ◦ ◦ ◦ ◦ Compelling, credible, consistent Good messages: Not what you do, what you do for others Magnify strengths (credibly) Diminish weaknesses (credibly) Adjust to accommodate change
  8. 8.  Focus on small number of important outlets  Understand writer/editor ◦ Where is your audience and how do they consume info? ◦ Media, bloggers, influencers ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦      Think like them and their audience What do they like, dislike? Hot button topics, consistent themes Context “Stalk” and connect via social media Events Network – nothing beats face time. Casual, low pressure Build a relationship, don’t assume The easy stuff: Know deadlines and preferred modes of contact Ask media to moderate panel discussions, seminars, Web chats Always keep in mind the “so what?” Communicate…create conversations…earn their trust
  9. 9.  Create  Curate  Request Be relevant, provocative, informative  Don’t make your content only about you  Use multiple media as often as possible 
  10. 10.  Choose goals ◦ ◦ ◦ ◦    Message playback Web traffic Engagement levels Influencers and followers Select a metric and a method; collect data ◦ Alexa, TrackMaven, RavenTools, SproutSocial, Google Alerts, Google Analytics, KISSmetrics, Traackr, eyes and brain. Analyze you data Adjust your program as needed
  11. 11. PR+Social: Provides a holistic approach to marketing Message integration, reinforcement, amplification  To Do List: 1. 2. 3. 4. 5. 6. 7. 8. Build relationships with media, influencers Make sure basic SM profiles are complete Make a calendar Build all communications for social shareability, SEO, multimedia Blog and comment regularly Claim Twitter handle, use daily Share Graphics Explore YouTube or Vimeo channel
  12. 12.  Commit to CONSISTENCY  Be credible and creative  Treat your audiences as part of the family  Earn your reputation as a trusted source of info and perspective