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Old School/New School: Get the Most Out of Your PR Strategy

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PR presentation at Lavacon 2010

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Old School/New School: Get the Most Out of Your PR Strategy

  1. 1. Old School/New School:  Developing an Effective PR Strategy                Susan Payton President, Egg Marketing & Public Relations
  2. 2. INTRODUCTION President        Egg Marketing & Public Relations      eggmarketingpr.com Blogger      The Marketing Eggspert Blog      marketingeggspert.com       Mashable     mashable.com/author/susan-payton Author      Lifetips 101 Entrepreneur Tips      Internet Marketing Strategies for Entrepreneurs Susan Payton
  3. 3. PR: Old School <ul><ul><li>Mail press releases to editors </li></ul></ul><ul><ul><li>Hold press conferences </li></ul></ul><ul><ul><li>Not for the average company </li></ul></ul><ul><ul><li>Costly and ineffective for most companies </li></ul></ul>Companies Publications = Ineffective!
  4. 4. PR New School <ul><ul><li>Email or Tweet press pitch </li></ul></ul><ul><ul><li>Online media kit </li></ul></ul><ul><ul><li>Every company should  have PR </li></ul></ul><ul><ul><li>Low cost and time investment </li></ul></ul>Companies <ul><ul><li>Magazines </li></ul></ul><ul><ul><li>Websites </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Consumers </li></ul></ul>= Maximum Reach,  Minimum Effort!
  5. 5.                                                                                                                   <ul><li>What is New School Public Relations? </li></ul><ul><li>  Getting information or news about a company to the general public. </li></ul><ul><li>  </li></ul><ul><ul><li>Examples: </li></ul></ul><ul><ul><li>• Press Releases </li></ul></ul><ul><ul><li>• Product Reviews (on blogs, in magazines) </li></ul></ul><ul><ul><li>• Social Media (Twitter & Facebook) </li></ul></ul>
  6. 6. Press Releases
  7. 7. Press Releases <ul><li>Benefits </li></ul><ul><ul><li>Educate readers </li></ul></ul><ul><ul><li>Free promotion </li></ul></ul><ul><ul><li>SEO </li></ul></ul><ul><li>Methods to Distribute </li></ul><ul><ul><li>Online distribution </li></ul></ul><ul><ul><ul><li>PRWeb.com </li></ul></ul></ul><ul><li>  </li></ul><ul><li>  2.  Media </li></ul><ul><ul><ul><li>  journalists </li></ul></ul></ul><ul><ul><ul><li>  bloggers </li></ul></ul></ul>
  8. 8. PRWeb Distribution
  9. 9. • Launch of new business/grand opening • Launch of new website • Addition of major client or contract • Announcement of contest • Donation to charity or nonprofit event • Award received • Coverage in major media source   Topics to Write About
  10. 10. How to Write a Release <ul><li>Who </li></ul><ul><li>What </li></ul><ul><li>When </li></ul><ul><li>Where </li></ul><ul><li>Why </li></ul><ul><li>How </li></ul><ul><li>Clear Benefit </li></ul><ul><li>Catch Reader’s Attention </li></ul><ul><li>  Quotes </li></ul><ul><li>Contact Info </li></ul><ul><li>About Us </li></ul>
  11. 11. Pitching to the Media <ul><li>What Not to Do </li></ul><ul><ul><li>Send to every source, regardless of relevance  </li></ul></ul><ul><ul><li>Misspell name  </li></ul></ul><ul><ul><li>Not do homework  </li></ul></ul><ul><ul><li>Not read the publication </li></ul></ul><ul><li>                                                       </li></ul>What To Do: • Target your list • Get proper spelling • Find updated list of contacts • Read the section that's best fit for your news
  12. 12.                                                                                                                           Press Release Tips <ul><ul><li>Show a benefit to readers; why do people care? </li></ul></ul><ul><ul><li>Provide contact info: website, email, phone </li></ul></ul><ul><ul><li>Distribute midweek  </li></ul></ul><ul><ul><li>A press release isn't advertising </li></ul></ul><ul><ul><li>Don't just list product benefits; problem solve </li></ul></ul>
  13. 13. Press Release Newsroom <ul><li>Does your website have a News page? </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>• Single source for all news </li></ul><ul><li>Chronological listing of activity </li></ul><ul><li>Changing content good for SEO </li></ul>
  14. 14. Bloggers: Today's Journalists   Because bloggers look for fresh content regularly, you may be able to work with some in your industry to spread the word about your business.   • Product Reviews • Product Giveaways • Press Releases • Brand Evangelist   *Some bloggers charge for reviews.
  15. 15. • Interacts with other social media, blogs, websites. • Free or very cheap • Anyone can do it! • Expands your brand’s reach Social Media and PR
  16. 16. <ul><li>Facebook </li></ul><ul><li>  </li></ul><ul><ul><li>Create Page for company </li></ul></ul><ul><ul><ul><li>press releases </li></ul></ul></ul><ul><ul><ul><li>questions </li></ul></ul></ul><ul><ul><ul><li>reviews </li></ul></ul></ul><ul><ul><ul><li>photos </li></ul></ul></ul><ul><ul><ul><li>events  </li></ul></ul></ul>Which Sites to Use <ul><li>Twitter </li></ul><ul><li>  </li></ul><ul><ul><li>Find potential customers and follow them. </li></ul></ul><ul><ul><li>Tweet both personal and business. No one likes straight business </li></ul></ul><ul><ul><li>Create conversations! It's 2-way! </li></ul></ul>
  17. 17. Throw me your best PR questions!     Didn't get yours answered? Visit www.marketingeggspert.com and search for the answer or email me: susan@eggmarketingpr.com Q&A

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