In the Old DaysMedia relations, events, market reports, printednewsletters, awards..Benefits Being…• Impartial third party endorsement• Brand or product awareness• Authority• Personality• Winning hearts and minds
Measurement• Column inches?• Quality and scale of coverage?• Sales?
…everything is amplified, no effort is wastedAND the benefits are measurable!
PR today delivers All the benefits of the old days PLUS... Improved SEO Relevant traffic directly to your site Web content Other content ideas Product and service ideas Database expansion More, deeper, direct relationships for less Massive economies
Generate masses of relevant trafficKey words• Find your niches• What’s your traffic searching for?• What are the battles you can win that are worth winning?News• Keyword optimise your news releases• Build in relevant links to your website• ‘Sell’ your news into key media
Enhance website• Use same approach creating keyword rich landing pages• Re-use press materials• Use extracts in blogs• Tweet about elements• Share on Facebook• Use as basis for LinkedIn discussions
Build authority and databasee.g. Reports, how to’s, white papers Promote in the media Load as presentations on slideshare Share, tweet, use as basis of LinkedIn discussions Host on site Downloadable with datacapture
Create contentE.g. Guides• Ask people on twitter for their top tips• When the guide’s ready, promote it on twitter• Share some of the content as tips on twitter
Create contentOr via LinkedIn:• Ask people in a group for their top tips• Pull together into a branded mini guide• Host it online• Credit all contributors• When it’s ready tell the group• Contributors will share!
Run quick polls on LinkedIn• Post a poll• Ask everyone you know to take part• Promote it in Groups• Tweet about it• Then use the findings in your PR!
Survey Monkey Research• Identify areas that need researching• Drive people to your online survey
Boost your events• Ask for topics you should be covering or content to share• Promote event on twitter and give it a hashtag• During the event, use twitter to identify topics for Q&A sessions• Use existing hashtags to promote your presence• Identify contacts & meet
Connect without eventsLinkedin group• Don’t let in competitors• Promote on twitter and Linkedin• Have initiatives, discussions, promotions
Dovetail into sales• Have a catalogue? Get people to tweet a photo of them with the catalogue to get a prize• “@ethicalstore is offering the first person who tweets a picture of themselves with their new #catalogue, £10 to spend”• Have a special code available to twitter followers which unlocks a discount on your e-commerce site
Demonstrate expertise• Create content that can be easily shared• How tos on YouTube• Slideshare• Also host on site• Tweet about them• Tweet tips• Answer questions on LinkedIn