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Modern PR


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Modern PR

  1. 1. Modern PR<br />Elizabeth Sosnow<br />
  2. 2. Builds relationships, not “contact lists”<br />Creates dialogue, not email chains<br />Fosters peer to peer interaction, not vendor to customer transactions<br />Highlights specialized expertise, not product silos<br />Showcases companies as community innovators, not “manufacturers”<br />2<br />Modern PR<br />
  3. 3. PR is becoming…Content<br />3<br />Customer Stories<br />QR Codes<br />Videos<br />Infographics<br />Songs<br />Blogs<br />Podcasts<br />Vlogs<br />Curation<br />E-Books<br />Statistics<br />
  4. 4. PR is becoming…Analytics<br />4<br />Blog Engagement Scores<br />Mobile Clicks<br />Website Traffic<br />Pagerank<br />Geographic Choices<br />Landing Pages<br />Calls to Action<br />Influencer Activation<br />Microsites<br />Marketing ROI<br />Inbound Links<br />Facebook Insights<br />
  5. 5. PR is becoming…tools<br />Social networks: Twitter, LinkedIn, Facebook, YouTube, plus countless niche communities<br />Influencers: Klout, Peer Index, Listorious, Alianzo<br />Measurement: Google Analytics, Twitalyzer, Traackr, Glide Intelligence, Which Test Won, SAS Social Media Analytics<br />Monitoring: Radian6, Research.Ly, Social Mention<br />Analytics: Exportly, Bitly, Google Insights, Global Web Index, Open Heat Map, PostRank<br />Competitors: Topsy, WeFollow, Backtype, WebsiteGrader<br />5<br />
  6. 6. PR is becoming…SEO<br />Keyword identification<br />Website development<br />Content creation to match search trends<br />Rewriting URLs & tagging<br />Link acquisition & building<br />Tools Bonus: Word Tracker, SEO Gadget, Ontolo<br />6<br />
  7. 7. PR is becoming…social search<br />Google places higher ranking priority on individuals who demonstrate social credentials:<br />Prioritize the personal brands that add the most value to your enterprise<br />Create “digital map” of required locations, from the obvious to the not-so-obvious<br />Develop content that ties Analytic insights to SEO patterns to audience needs<br />Measure & continuously adjust behavior & content<br />Added bonus and challenge: Your PR person’s personal brand may be much better than your own<br />7<br />
  8. 8. What Modern PR Agencies Do<br />8<br />