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

1. Chris Nahil
Message & Medium
Communications and Marketing
October 25, 2013

2. 
“The influencing of opinion through content”
 Larry Weber, Chairman, W2 Group
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Earned vs. owned vs. paid media and content
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PR
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≠ “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.  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. Blogs
LinkedIn
Twitter
Facebook
YouTube, Vimeo
Instagram, Flickr,
Photobucket
Tumblr
Slideshare
Quora
FourSquare
Pinterest
Google+
Wikipedia
Social games

5. Listen
Share
Engage

6. Story and Messaging
Relationships
Content
Measurement and Feedback

7. 
Story is built on messages
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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?!
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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. 
Focus on small number of important outlets
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Understand writer/editor
◦ Where is your audience and how do they consume info?
◦ Media, bloggers, influencers
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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.  Create
 Curate
 Request
Be relevant, provocative, informative
 Don’t make your content only about you
 Use multiple media as often as possible
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10. 
Choose goals
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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. PR+Social: Provides a holistic approach to marketing
Message integration, reinforcement, amplification
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To Do List:
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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. 
Commit to CONSISTENCY
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Be credible and creative
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Treat your audiences as part of the family
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Earn your reputation as a trusted source of
info and perspective