Slides from a presentation made by Cooper Smith Agency to a major architecture firm about the current state of PR, the increased role of social media in PR outreach, client expectations, and trends to watch for in 2012.
Three Types of Media 1. Paid - Advertising placements 2. Earned - Editorial coverage in the media, a.k.a "Publicity" 3. Owned - Websites, Blogs, e-Newsletters, Social Media
What PR Firms Do 1. Media Relations - Coverage of projects & expertise by the media 2. Social Media - Managing and feeding our clients social media channels (Facebook, Twitter, blogs, etc.) 3. SEO - Improving how our clients websites rank organically when searched
Top Reasons for PRThe top objective of everything we do is to helpour clients grow their businesses, as well asrecruit and retain top talent. ● Win new clients ● Earn repeat business of existing clients ● Make the sales cylce/RFP process easier ● Recruit & retain top talent
StrategiesFor professional services firms, its all aboutpositioning you as experts in your field. ● Share your specialized expertise and point-of-view. ● Profile your projects. ● Spread the word when youre highlighted somewhere.
The Changing Media LandscapeThe definition and role of "the media" haschanged significantly in the past 3-5 years.● Recession = massive staffing cuts● Social Media has grown exponentially● Its unacceptable for a magazine to not also have a blog and a regular e-mail update.● Newsrooms are doing more work with less people = less depth of coverage
Media RelationsPress releases on your projects. - The press release is still PRs workhorse, but its different now. - Transactional triggers are key to making it newsworthy: new projects, groundbreakings, completions, awards, LEED certifications, etc. - Short (400 words), direct narrative, not flowery or architect-speak. More like a quick-read executive summary with key points. - Press releases provide quick info about a project, and are also good background documents for establishing expertise for trend articles. - Online press release acts as a central info hub, with links to images, videos and other resources about the project.
Media Relations (cont)● Develop an editorial calendar of potential opportunities in your target publications.● Proactively pitch your expertise and projects to reporters/editors.● Identify awards and rankings, particularly those given by media outlets.
Social Media & Online OutreachThe goal is to make you an expert on a specifictopic and to make you easy to find, contact andengage.● Blog - This will be the central hub of all of your online activities where you can share your insights, opinions, industry news, etc.● e-Newsletter - Talking directly to your clients, prospective clients and anyone who has an interest in your firm or the given topic.● Social Web - Facebook, Twitter, LinkedIn, Google+, etc.
Example:Your firm featured/quoted in a story.1. Post to website - Highlight that you were "as seen/quoted in"2. Share story online - Share story on Facebook, Twitter, Google+, etc.3. Expand on the topic on your blog - Move the story forward and provide additional perspectives.4. Share blog post - Share with publication, reporter and "fans" via social web.5. e-Newsletter - Tell your contacts about the story, and your expanded thoughts. This builds credibility through 3rd party validation.
Expectations● In-depth print coverage is a thing of the past. Articles will be short and photo-driven.● Its the message, not the medium. ○ Stop asking "Is it going to be in the print version, too?" ○ Online coverage has more eyes and uses.● Less control...and thats okay.● Embrace social media.● Its a lot more work!
Trends for 2012● Brands as Publishers/Journalists ○ Skip "traditional media" and talk directly to your audience in an editorial voice (not salesy). ○ Microsites, microsites, microsites ○ Video will be huge.● The media will continue to do more with less. ○ PR folks are more necessary than ever, but will be expected to act like embedded journalists, not brand representatives (no jargon, marketing-speak).
Trends for 2012 (cont)● Social media is here to stay and will be bigger than ever. ○ Integration in every thing you do is necessary. ○ "Twit Pitch" - The pitch in 140 characters or less.● SEO will grow as a PR function.● Flash is a dead technology.
Thank You & Q&A● Questions? Contact: Cooper Smith Koch firstname.lastname@example.org (214) 329-4477 office-direct (214) 755-5359 mobile/text