Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Instructor: Jonathan Lance
SFSU CEL Soc...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Public Relations (Class Overview)
• His...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Session 1 Agenda
1. Overview and Class ...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Yes, we also have one of these…
4
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
“The biggest problem in communication i...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Introductions
1. What is YOUR name?
2. ...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Edward Bernays
7
Social Media Marketing Program
Community Relations Putting the Public Back Into PR 8
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
One PR Definition
• To encourage people...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Media of Choice
• Paid media
• Earned m...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Media of Choice
Paid Media
• Advertisin...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Media of Choice
Earned Media
• Public r...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Media of Choice
Owned Media
• You own t...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
The News Release
14
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Prehistoric Email
15
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
The Ultimate Technology!
16
Social Media Marketing Program
Community Relations Putting the Public Back Into PR 17
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Clipping
18
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Writing Press Releases
19
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
How to write a news release
20
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
What is a public service
announcement?
...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
What is a public service
announcement?
...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
What is a public service
announcement?
...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
What is an advisory?
24
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Communicating with different
audiences
...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
News Media Then
26
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Traditional News Media Then
• Plenty re...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
News Media Now
28
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Traditional News Media Now
• Far fewer,...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Citizen Journalism and PR
30
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Citizen Journalism and PR
31
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Citizen Journalism and PR
32
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Citizen Journalism and PR
33
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Citizen Journalism and PR
34
Social Media Marketing Program
Community Relations Putting the Public Back Into PR 35
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
WWWWWH – Class Activity
1. Who?
2. What...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
WWWWWH – Class Activity
The News Writin...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
News Release
Example 1
38
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
News Release
Example 2
39
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
News Release
Example 3
40
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
News Release
Example 4
41
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
News Release
Example 5
42
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
News Release
Example 6
43
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
News Release
Example 7
44
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
News Release
Example 8
45
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
News Release
Example 9
46
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
News Release
Example 10
47
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
News Release
Example 11
48
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
News Release
Example 12
49
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
News Release
Example 13
50
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
News Release
Example 14
51
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Media Calendar
52
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Class Project
Choose a non-profit for w...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Session 1 Homework
• Join our course Li...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
PR 24/7: Social Media, PR Job Satisfact...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR 56
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Session 2 Agenda
57
1. Recap of Session...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Your Homework Assignment
58
Discussion
...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Your Class Project
59
Discussion
Proje...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Associated Press Stylebook
@apstylebook...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Research AP Nuggets
Class Exercise
61
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
What to say to a reporter
• “There’s no...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
How to Work (With) a Reporter
Know what...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
How to Work (With) a Reporter
You must ...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
How to Work (With) a Reporter
Cultivate...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
How to Work (With) a Reporter
In-person...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
How to Work (With) a Reporter
For journ...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
How to Work (With) a Reporter
Never giv...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
How to Work (With) a Reporter
When a jo...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
How to Work (With) a Reporter
Keep your...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Using Twitter With The Media
71
Work yo...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Using Twitter With The Media
72
Give pr...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Using Twitter With The Media
73
If trul...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Using Twitter With The Media
74
Re-Twee...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Using Twitter With The Media
75
Use pho...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Using Twitter With The Media
76
Use tho...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Using Twitter With The Media
77
Give un...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Using Twitter With The Media
78
All you...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR 79
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
25 Tips for Successful Twitter
Engageme...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Session 2 Homework
1. Research Social M...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Session 3 Agenda
82
1. Recap of Session...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Creating Newsworthy Angles
• New Develo...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Creating Newsworthy Angles
• Eminence o...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Media Relations
Who to contact in newsp...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Media Relations
Timing newspapers
• 1st...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Media Relations
Who to contact in
magaz...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Media Relations
Timing magazines/period...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Media Relations
Timing magazines/period...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Media Relations
Who to contact in radio...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Media Relations
Timing radio
• PSA – Tw...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Media Relations
Who to contact in TV
• ...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Media Relations
Timing TV
• PSA – Two m...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Media Relations
San Francisco Chronicle...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Media Relations
KGO-810 AM
95
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Media Relations
KGO-810 AM
96
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Media Relations
KPIX-TV
97
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Media Relations
KGO-810 AM
98
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Media Relations
KPIX-TV
99
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Media Relations
• Pitching your stories...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Pitching
101
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Help A Reporter Out (HARO)
102
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Pitching
103
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
News Distribution Services
Business Wir...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
News Distribution Services
PR Newswire
...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Media List and Monitoring
106
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Media List and Monitoring
107
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Presentations
15 minutes, plus feedback...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Q&A
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Remember
110
“The biggest problem in co...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Evaluations
111
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Jonathan Lance
• https://twitter.com/On...
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
“I used to communicate to the media, no...
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Social Media PR Course – spring 2015

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Social Media PR Course – spring 2015

  1. 1. Social Media Marketing Program Community Relations Putting the Public Back Into PR Instructor: Jonathan Lance SFSU CEL Social Media Marketing Program Spring 2015 1
  2. 2. Social Media Marketing Program Community Relations Putting the Public Back Into PR Public Relations (Class Overview) • History • Current • How to write a news release, news advisory, PSA • Media Relations • Traditional/Social Media PR Campaign • Placing Stories • Stories/Case Studies • We are the media 2
  3. 3. Social Media Marketing Program Community Relations Putting the Public Back Into PR Session 1 Agenda 1. Overview and Class Expectations 2. History and Today 3. News Releases, News Advisories, Public Service Announcements 4. Media Calendar 5. Class Project 3
  4. 4. Social Media Marketing Program Community Relations Putting the Public Back Into PR Yes, we also have one of these… 4
  5. 5. Social Media Marketing Program Community Relations Putting the Public Back Into PR “The biggest problem in communication is the illusion that is has taken place.” -- George Bernard Shaw 5
  6. 6. Social Media Marketing Program Community Relations Putting the Public Back Into PR Introductions 1. What is YOUR name? 2. Where are you from? 3. What do YOU do? 4. Are YOU working in PR today? 5. Are YOU using social media for PR? 6
  7. 7. Social Media Marketing Program Community Relations Putting the Public Back Into PR Edward Bernays 7
  8. 8. Social Media Marketing Program Community Relations Putting the Public Back Into PR 8
  9. 9. Social Media Marketing Program Community Relations Putting the Public Back Into PR One PR Definition • To encourage people to do something • To encourage people not to do something • To encourage people to let us do something for them 9
  10. 10. Social Media Marketing Program Community Relations Putting the Public Back Into PR Media of Choice • Paid media • Earned media • Owned media 10
  11. 11. Social Media Marketing Program Community Relations Putting the Public Back Into PR Media of Choice Paid Media • Advertising on radio, TV, newspapers, magazines, social media • Posting the message exactly the way you want it – because you’re paying for it 11
  12. 12. Social Media Marketing Program Community Relations Putting the Public Back Into PR Media of Choice Earned Media • Public relations • You convince someone to post a story about your product or service • Third-person endorsement 12
  13. 13. Social Media Marketing Program Community Relations Putting the Public Back Into PR Media of Choice Owned Media • You own the content • You own the outlets: Google+, Twitter, Facebook, Blog, YouTube, Instagram, newsletter, etc • Your own newsroom 13
  14. 14. Social Media Marketing Program Community Relations Putting the Public Back Into PR The News Release 14
  15. 15. Social Media Marketing Program Community Relations Putting the Public Back Into PR Prehistoric Email 15
  16. 16. Social Media Marketing Program Community Relations Putting the Public Back Into PR The Ultimate Technology! 16
  17. 17. Social Media Marketing Program Community Relations Putting the Public Back Into PR 17
  18. 18. Social Media Marketing Program Community Relations Putting the Public Back Into PR Clipping 18
  19. 19. Social Media Marketing Program Community Relations Putting the Public Back Into PR Writing Press Releases 19
  20. 20. Social Media Marketing Program Community Relations Putting the Public Back Into PR How to write a news release 20
  21. 21. Social Media Marketing Program Community Relations Putting the Public Back Into PR What is a public service announcement? 21
  22. 22. Social Media Marketing Program Community Relations Putting the Public Back Into PR What is a public service announcement? 22
  23. 23. Social Media Marketing Program Community Relations Putting the Public Back Into PR What is a public service announcement? 23
  24. 24. Social Media Marketing Program Community Relations Putting the Public Back Into PR What is an advisory? 24
  25. 25. Social Media Marketing Program Community Relations Putting the Public Back Into PR Communicating with different audiences • Media (media relations) • Your direct audience • Indirect audience • Investors (investor relations) • Potential clients • Current customers 25
  26. 26. Social Media Marketing Program Community Relations Putting the Public Back Into PR News Media Then 26
  27. 27. Social Media Marketing Program Community Relations Putting the Public Back Into PR Traditional News Media Then • Plenty reporters, editors, photographers, producers • “Maybe will consider your story, but we have plenty” • “We NEVER accept photos/videos, written news articles (news releases), suggested spokespersons” 27
  28. 28. Social Media Marketing Program Community Relations Putting the Public Back Into PR News Media Now 28
  29. 29. Social Media Marketing Program Community Relations Putting the Public Back Into PR Traditional News Media Now • Far fewer, reporters, editors, photographers, producers • Skeleton crews • “We can’t send a reporter or photographer” • “Send in your photos/videos, written news articles (news releases), spokespersons” 29
  30. 30. Social Media Marketing Program Community Relations Putting the Public Back Into PR Citizen Journalism and PR 30
  31. 31. Social Media Marketing Program Community Relations Putting the Public Back Into PR Citizen Journalism and PR 31
  32. 32. Social Media Marketing Program Community Relations Putting the Public Back Into PR Citizen Journalism and PR 32
  33. 33. Social Media Marketing Program Community Relations Putting the Public Back Into PR Citizen Journalism and PR 33
  34. 34. Social Media Marketing Program Community Relations Putting the Public Back Into PR Citizen Journalism and PR 34
  35. 35. Social Media Marketing Program Community Relations Putting the Public Back Into PR 35
  36. 36. Social Media Marketing Program Community Relations Putting the Public Back Into PR WWWWWH – Class Activity 1. Who? 2. What? 3. When? 4. Where? 5. Why? 6. How? 36
  37. 37. Social Media Marketing Program Community Relations Putting the Public Back Into PR WWWWWH – Class Activity The News Writing Inverted Paragraph 37
  38. 38. Social Media Marketing Program Community Relations Putting the Public Back Into PR News Release Example 1 38
  39. 39. Social Media Marketing Program Community Relations Putting the Public Back Into PR News Release Example 2 39
  40. 40. Social Media Marketing Program Community Relations Putting the Public Back Into PR News Release Example 3 40
  41. 41. Social Media Marketing Program Community Relations Putting the Public Back Into PR News Release Example 4 41
  42. 42. Social Media Marketing Program Community Relations Putting the Public Back Into PR News Release Example 5 42
  43. 43. Social Media Marketing Program Community Relations Putting the Public Back Into PR News Release Example 6 43
  44. 44. Social Media Marketing Program Community Relations Putting the Public Back Into PR News Release Example 7 44
  45. 45. Social Media Marketing Program Community Relations Putting the Public Back Into PR News Release Example 8 45
  46. 46. Social Media Marketing Program Community Relations Putting the Public Back Into PR News Release Example 9 46
  47. 47. Social Media Marketing Program Community Relations Putting the Public Back Into PR News Release Example 10 47
  48. 48. Social Media Marketing Program Community Relations Putting the Public Back Into PR News Release Example 11 48
  49. 49. Social Media Marketing Program Community Relations Putting the Public Back Into PR News Release Example 12 49
  50. 50. Social Media Marketing Program Community Relations Putting the Public Back Into PR News Release Example 13 50
  51. 51. Social Media Marketing Program Community Relations Putting the Public Back Into PR News Release Example 14 51
  52. 52. Social Media Marketing Program Community Relations Putting the Public Back Into PR Media Calendar 52
  53. 53. Social Media Marketing Program Community Relations Putting the Public Back Into PR Class Project Choose a non-profit for which you will: •Present a full PR campaign including – News release – Public service announcement – Advisory – Social Media Outreach (Twitter and Google+) •Overview of the plan Your assignment will either be re-introduction of an established organization, introduction of a new organization or a announcing special event 53
  54. 54. Social Media Marketing Program Community Relations Putting the Public Back Into PR Session 1 Homework • Join our course LinkedIn account • Post an example of a news release, news advisory, and public service on our LinkedIn Group. We will discuss your postings in the next class. • Review assigned reading • Begin your class project. We will discuss in the next class. 54
  55. 55. Social Media Marketing Program Community Relations Putting the Public Back Into PR PR 24/7: Social Media, PR Job Satisfaction 55
  56. 56. Social Media Marketing Program Community Relations Putting the Public Back Into PR 56
  57. 57. Social Media Marketing Program Community Relations Putting the Public Back Into PR Session 2 Agenda 57 1. Recap of Session 1 Material 2. Q&A 3. Discuss News release, News Advisory, PSA assignment 4. Discuss your class project 5. AP Writing 6. AP Exercise 7. Media and Twitter
  58. 58. Social Media Marketing Program Community Relations Putting the Public Back Into PR Your Homework Assignment 58 Discussion News Release News Advisory Public Service Announcement
  59. 59. Social Media Marketing Program Community Relations Putting the Public Back Into PR Your Class Project 59 Discussion Project Timeline Media and Audience
  60. 60. Social Media Marketing Program Community Relations Putting the Public Back Into PR Associated Press Stylebook @apstylebook 60
  61. 61. Social Media Marketing Program Community Relations Putting the Public Back Into PR Research AP Nuggets Class Exercise 61
  62. 62. Social Media Marketing Program Community Relations Putting the Public Back Into PR What to say to a reporter • “There’s no such thing as off the record” • Don’t be afraid to say “I don’t know.” • Always tell the truth • Control the messagehttp://www.shannonganun.com/PDF s/Guidelines For Talking With The News Media.pdf 62
  63. 63. Social Media Marketing Program Community Relations Putting the Public Back Into PR How to Work (With) a Reporter Know what the reporter’s expertise is, and ensure that your story is related to her or his field beat. 63
  64. 64. Social Media Marketing Program Community Relations Putting the Public Back Into PR How to Work (With) a Reporter You must always respect the reporter's power to reject your story, or postpone working on it. 64
  65. 65. Social Media Marketing Program Community Relations Putting the Public Back Into PR How to Work (With) a Reporter Cultivate long-term relationships with journalists that respond positively to your story ideas. 65
  66. 66. Social Media Marketing Program Community Relations Putting the Public Back Into PR How to Work (With) a Reporter In-person meetings are the best. Invite the reporter to an event that would be of interest to them. 66
  67. 67. Social Media Marketing Program Community Relations Putting the Public Back Into PR How to Work (With) a Reporter For journalists, speed is everything. Most journalists work on deadlines, so getting to a quality source fast is important to them. 67
  68. 68. Social Media Marketing Program Community Relations Putting the Public Back Into PR How to Work (With) a Reporter Never give false or exaggerated tips. If you do, the reporters you pitch will never have any reason to trust you again, and you won't be able to approach them later. 68
  69. 69. Social Media Marketing Program Community Relations Putting the Public Back Into PR How to Work (With) a Reporter When a journalist is looking for sources, he likely has hundreds to sort through, so make yours personal, brief and interesting, to stand out from the crowd. 69
  70. 70. Social Media Marketing Program Community Relations Putting the Public Back Into PR How to Work (With) a Reporter Keep your communications short, sharp, and simple. If your releases are written poorly or are unclear, the reporter won't have time for you. 70
  71. 71. Social Media Marketing Program Community Relations Putting the Public Back Into PR Using Twitter With The Media 71 Work your lists
  72. 72. Social Media Marketing Program Community Relations Putting the Public Back Into PR Using Twitter With The Media 72 Give props to the media who post your stories.
  73. 73. Social Media Marketing Program Community Relations Putting the Public Back Into PR Using Twitter With The Media 73 If truly a “win” just for the readers, don’t hesitate to post with a #PlzRT
  74. 74. Social Media Marketing Program Community Relations Putting the Public Back Into PR Using Twitter With The Media 74 Re-Tweet stories the media posts about you
  75. 75. Social Media Marketing Program Community Relations Putting the Public Back Into PR Using Twitter With The Media 75 Use photos!
  76. 76. Social Media Marketing Program Community Relations Putting the Public Back Into PR Using Twitter With The Media 76 Use those # and @s
  77. 77. Social Media Marketing Program Community Relations Putting the Public Back Into PR Using Twitter With The Media 77 Give unconditional love to media outlets’ postings that would be of interest to your followers
  78. 78. Social Media Marketing Program Community Relations Putting the Public Back Into PR Using Twitter With The Media 78 All your original posts do not have to be about you – but make it related to you
  79. 79. Social Media Marketing Program Community Relations Putting the Public Back Into PR 79
  80. 80. Social Media Marketing Program Community Relations Putting the Public Back Into PR 25 Tips for Successful Twitter Engagement 80
  81. 81. Social Media Marketing Program Community Relations Putting the Public Back Into PR Session 2 Homework 1. Research Social Media outlets that would work for your class project 2. Continue on working on your project’s news release, news advisory, PSA 81
  82. 82. Social Media Marketing Program Community Relations Putting the Public Back Into PR Session 3 Agenda 82 1. Recap of Session 2 2. Media relations 3. Building a media list 4. Media Pitching: Case Study/PRSA webinar 5. Social Media outlets 6. Social Media engagement exercise 7. Last minute work on group presentations 8. Presentations 9. Evaluations
  83. 83. Social Media Marketing Program Community Relations Putting the Public Back Into PR Creating Newsworthy Angles • New Development • Human Interest • Local Angle • Progress • Consequence 83
  84. 84. Social Media Marketing Program Community Relations Putting the Public Back Into PR Creating Newsworthy Angles • Eminence or Prominence • Conflict • Drama • Disaster • Timing and Proximity 84
  85. 85. Social Media Marketing Program Community Relations Putting the Public Back Into PR Media Relations Who to contact in newspapers • News Desk • Beat Editor (news release/news advisory) • Beat Writer (news release/news advisory) • Calendar Editor (news release) • Assignment Editor (news release/news advisory) • “Your Subject” Editor/Writer (news release/news advisory) 85
  86. 86. Social Media Marketing Program Community Relations Putting the Public Back Into PR Media Relations Timing newspapers • 1st Release – Four weeks out • 2nd Release – Two weeks out • Advisory – Three days out 86
  87. 87. Social Media Marketing Program Community Relations Putting the Public Back Into PR Media Relations Who to contact in magazines/periodicals • Editor (news release/news advisory) • Assistant (news release/news advisory) • Assignment Editor (news release/news advisory) • Calendar Editor (news release/news advisory) • Subject Editor (news release/news advisory) 87
  88. 88. Social Media Marketing Program Community Relations Putting the Public Back Into PR Media Relations Timing magazines/periodicals WEEKLIES • 1st Release – Four weeks out • 2nd Release – Two weeks out • Advisory – Three days out 88
  89. 89. Social Media Marketing Program Community Relations Putting the Public Back Into PR Media Relations Timing magazines/periodicals MONTHLIES • 1st Release – Three months out • 2nd Release – Two months out • Advisory – One week out 89
  90. 90. Social Media Marketing Program Community Relations Putting the Public Back Into PR Media Relations Who to contact in radio • News Desk (news release/news advisory) • Assignment Editor (news release/news advisory) • Calendar Editor (news release) • Community Relations/Services Director (PSA) 90
  91. 91. Social Media Marketing Program Community Relations Putting the Public Back Into PR Media Relations Timing radio • PSA – Two months out • 1st Release – Two weeks out • 2nd Release – One week out out • Advisory – Three days out 91
  92. 92. Social Media Marketing Program Community Relations Putting the Public Back Into PR Media Relations Who to contact in TV • News Desk (news release/news advisory) • Assignment Editor (news release/news advisory) • Calendar Editor (news release) • Community Relations/Services Director (PSA) 92
  93. 93. Social Media Marketing Program Community Relations Putting the Public Back Into PR Media Relations Timing TV • PSA – Two months out • 1st Release – Two weeks out • 2nd Release – One week out out • Advisory – Three days out 93
  94. 94. Social Media Marketing Program Community Relations Putting the Public Back Into PR Media Relations San Francisco Chronicle / SFGate.com 94
  95. 95. Social Media Marketing Program Community Relations Putting the Public Back Into PR Media Relations KGO-810 AM 95
  96. 96. Social Media Marketing Program Community Relations Putting the Public Back Into PR Media Relations KGO-810 AM 96
  97. 97. Social Media Marketing Program Community Relations Putting the Public Back Into PR Media Relations KPIX-TV 97
  98. 98. Social Media Marketing Program Community Relations Putting the Public Back Into PR Media Relations KGO-810 AM 98
  99. 99. Social Media Marketing Program Community Relations Putting the Public Back Into PR Media Relations KPIX-TV 99
  100. 100. Social Media Marketing Program Community Relations Putting the Public Back Into PR Media Relations • Pitching your stories • Call to follow up a release or advisory • Call to run a story idea by them • Thanking personally • Thanking them via Social Media 100
  101. 101. Social Media Marketing Program Community Relations Putting the Public Back Into PR Pitching 101
  102. 102. Social Media Marketing Program Community Relations Putting the Public Back Into PR Help A Reporter Out (HARO) 102
  103. 103. Social Media Marketing Program Community Relations Putting the Public Back Into PR Pitching 103
  104. 104. Social Media Marketing Program Community Relations Putting the Public Back Into PR News Distribution Services Business Wire 104
  105. 105. Social Media Marketing Program Community Relations Putting the Public Back Into PR News Distribution Services PR Newswire 105
  106. 106. Social Media Marketing Program Community Relations Putting the Public Back Into PR Media List and Monitoring 106
  107. 107. Social Media Marketing Program Community Relations Putting the Public Back Into PR Media List and Monitoring 107
  108. 108. Social Media Marketing Program Community Relations Putting the Public Back Into PR Presentations 15 minutes, plus feedback 108
  109. 109. Social Media Marketing Program Community Relations Putting the Public Back Into PR Q&A
  110. 110. Social Media Marketing Program Community Relations Putting the Public Back Into PR Remember 110 “The biggest problem in communication is the illusion that is has taken place.” -- George Bernard Shaw
  111. 111. Social Media Marketing Program Community Relations Putting the Public Back Into PR Evaluations 111
  112. 112. Social Media Marketing Program Community Relations Putting the Public Back Into PR Jonathan Lance • https://twitter.com/OnYourMarkEvent • https://www.facebook.com/onyourmarkevents • www.linkedin.com/in/jonathanblainelance 112
  113. 113. Social Media Marketing Program Community Relations Putting the Public Back Into PR “I used to communicate to the media, now I communicate to my audience.” – Me 113

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