PRSA Intl Conf Workshop - Get the Right Buzz, Newsworthy Campaigns that Showcase Your Brand

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How do you create campaigns that get coverage and support the strategic goals of your company? Explore the challenges of developing buzz-generating public relations strategies that are relevant to your audience and your firm.

Learn how to align public relations strategy with the business.
Discuss how to create campaigns that align strategy to the news cycle.
Get a revealing look at “hot news hijacking.”
Dig into a case study that uses social media and infographics to tell compelling stories that get
published and shared.

Presenter
Kimling Lam is director of marketing communications at Meltwater Group, a digital media
intelligence firm with over 20,000 clients worldwide. Prior to Meltwater, Lam was a news
reporter at a major network in San Francisco.

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  • Is it a top-tier hit in the NY Times, TechCrunch, Wired, or a leading trade journal? Or is it going viral in social media? Both?The RIGHT BUZZ is media coverage or viral conversations that result from implementing a PR strategy aligned with business objectives.Create campaigns that get coverage AND support the strategic goals of your company.At the end I’ll run through a case study of a campaign I ran with Meltwater.This session will explore the challenges of developing buzz-generating PR strategies that are relevant to your target audience. 
  • I ran an informal poll on LinkedIn and asked what is more relevant for PR success: Reach or Relevance? 92 respondendsOver 50% of respondents said both, with relevance following at over 30%.My opinion is absolutely both. Let’s examine these scenarios in the following examples:Press coverage with high reach, but little relevance Then we’ll look at the converse: no reach, but high relevance
  • I’m going to pick on funding stories, because they are so prevalent here in SF. I apologize if I offend anyone associated with Fuze Network, but this is an example of real coverage in SeptemberAn example of an article with high reach, but arguably little relevance.TechCrunch has reportedly 10M unique viewers and over 33M pageviews per month.In this story, Fuze Network got $2.5M funding…. They are described as a payments company focused on the under-banked…. What do they do??? If their customers are the under-banked, are their constituents reading TC? Why should the audience care? This article doesn’t get me to sign up for the service. What is the goal with this article placement?Everyone wants to be in TC w/ their funding announcement… but TC only covers the $ amount, doesn’t tell you what they do. As PR professionals, you need YOUR MESSAGE to get in the article.
  • The result? A happy CEO.
  • Another funding article: Announcement about AtTask, a project management solutions company, that describes on a high level what the company does AND even includes the company’s video.This is published inDreamSimplicity: “a community directory for business apps and the industry professionals that deliver them” – they have about 1,500 readers… and you’ll see there are no comments and 8 tweets of this article. This is a very RELEVANT story for the AtTask brand, but unfortunately this story seems to have little reach.
  • When it comes to getting the right buzz, how do you obtain reach AND relevance?You need a plan and performance metrics!
  • .. Let’s take a step back and look at commonly practiced PR strategyAt best, PR programs align with business strategy…They’re creative, proactive and you can draw a direct, or a dotted line to revenue.At their worst, however, PR programs are called “successful” even when they don’t clearly impact the business…I’ve heard of average, run-of-the-mill PR described as “spray & pray”In these cases, PR is approached like a measurement of activities: 5 top tier hits, 2 speaking engagements, 1 award. Sound familiar?
  • Let’s talk PR StrategyWho thinks this looks like a solid PR strategy? [ask for a raise of hands and ask 1-2 people, why?]
  • Here is a sample result of some coverage analysis that wascreated… It’s some metricsresulting from PR activities.Is this a win???How do you implementing a PR strategy aligned with business objectives?
  • The “typical” PR plan doesn’t consider the context. You must consider the environment, and consider the business goals.
  • You have to ask yourself when developing PR strategy:Who are we relevant to?Who do we want to reach?Are you only trying to reach or be relevant to the journalist? That’s not enough. Not going to impact your business.
  • Let’s take the first question: Relevant to whom.The one true and valid relevance from your perspective as PR professionals, is when your PR strategy is aligned with business objectives. But if you want media coverage that reaches target audiences, how do you make your company news relevant to your audience?
  • Too often in PR, I see a disconnect in the journalists’ and PR persons’ goals.To have a successful PR program, your goals have to align with the journalist’s goalsThere must be alignment between your strategic goals and your reporter’s goals. What is the goal of your PR efforts? You have to reach the right audience with a quality story that will achieve the business’s objectives
  • Ask yourself:What can you do as a PR professional, to make sure you help Journalists attract readers and meet deadlines?What can you do as a PR professional to make sure readers are either entertained or learning something?You have to think beyond your original goals of reaching target audiences with your relevant message.
  • Relationship is first, pitch is secondaryBuild a great relationship as a resource for the journalist*Example: Hot weather story, SPCA interview
  • Journalist goal: Make a significant story/issueinteresting & relevant to the audience
  • Maintain a list of company resources by area of expertiseMaven: a trusted expert in a particular field, who seeks to pass knowledge on to othersBuild a network of mavens; be valuable and provide referralsBe a maven yourself
  • Be a helpful resource:Verify your sourcesDouble check facts & figuresDon’t present anything that may be a conflict of interest
  • Maintain an arsenal of story details and resourcesHave interviews on-callHave high-resolution images & video readyOffer production helpWritingGraphicsVideo
  • Provide useful information – NEWS YOU CAN USEPresent new information – TELL THEM SOMETHING THEY DIDN’T KNOWInclude expert commentaryOffer opportunity – TO GET INVOLVED, LEARN MORE, SIGN UP
  • Make the story about the readerFind a unique angleHumorousCulturalFashionableVisualControversialLeverage trending topics
  • Summary – QUESTIONS BEFORE I MOVE ON?
  • Use my own experience at Meltwater. In 2011, we ran a campaign with the objective of gaining credibility in our market category and building brand recognition.
  • We ate our own dog food.Used our own data and information to hijack the news.
  • Steve Jobs passed away in October 2011. We used our own data to find the dominant online conversations. This theme cloud was published in Wired and SocialTimes.Wired: “The people at Meltwater, the social media analysis company, have come up with their own word wall, and we are glad to share it.” http://www.wired.com/epicenter/2011/10/jobs-social-media-tributes/Social Times posted the Steve Jobs word cloud : http://socialtimes.com/steve-jobs-word-cloud_b80699 The article has been exposed to Social Times 300,000 unique monthly visitors, as well as tweeted to its 26,622 followers. The article has been retweeted 166 times.
  • In May 2011, Oprah ended after 25 years on TV. Concurrently, there was a lot of social media chatter about “Judgement Day” or the end of the world as predicted by Harold Camping, a California multimillionaire on May 21, 2011.We compared the end of Oprah to the end of the world. This was picked up in HuffPo. CBSNews.com, and WebProNewshttp://www.huffingtonpost.com/2011/05/26/end-of-the-world-oprah_n_867689.html
  • In Feb 2011The post also received 72 Facebook Shares, 70 Facebook Likes and 23 Facebook Comments.
  • We were able to tell the story of the event itself, and showcase our data.
  • Wine Club Raffle – 6 month wine club membership, worth $315
  • PRSA Intl Conf Workshop - Get the Right Buzz, Newsworthy Campaigns that Showcase Your Brand

    1. 1. Get the Right BuzzNewsworthy campaigns thatshowcase your brandKimling Lam | @kimlingOctober 14, 2012 | PRSA International Conference
    2. 2. Today’s Agenda 1. What is the right buzz? 2. Strategic alignment 3. 7 habits to align strategy to news cycles 4. Case study: create compelling stories that get published and shared1
    3. 3. What is more important for PR success: Reach or Relevance?2
    4. 4. REACH3
    5. 5. Result for an article with a lot of reach but poor relevance? I’m such a happy CEO!4
    6. 6. RELEVANCE5
    7. 7. … Is there anybody out there?6
    8. 8. Getting The Right Buzz How do you get reach AND relevance?7
    9. 9. We need a plan & performance metrics!8
    10. 10. A Typical PR Plan Rapid response program CEO visibility Proactive media pitching Draft 2 press releases per quarter Speaking Awards Monthly & quarterly reporting on PR efforts9
    11. 11. Summary coverage analysis… 9 1 4 4 8 Total number of hits: 26On average, 73% of all coverage has been produced as a result of proactive PR10
    12. 12. Dude, PR FAIL11
    13. 13. No context! Ask critical questions: Relevant to whom? Reach whom?12
    14. 14. PR Problem #1: Relevant to Whom? Your Business? Your Audience? Company News & Generating Business Entertainment & Education The important messages for your business are not interesting to your target audience13
    15. 15. PR Problem #2: Reach Whom? PR Professional Journalist Audience Story Ideas Audience Reach Sources Education Message Relevance Truth & Verification Entertainment Attract Audience Meet Deadlines Reaching your target audience is blocked by a chain of misaligned goals14
    16. 16. Aligned Goals: A great story for readers An easier job for journalists Story Ideas Audience Reach Attract Readers Entertainment Message Relevance Sources & Education Truth & Verification Meet Deadlines Good Journalism Reaching your target audience is blocked Interesting Story by a chain of misaligned goals15
    17. 17. Getting Aligned How Can I Help Journalists and Readers Achieve Their Goals (and mine too)?16
    18. 18. Help with Story Ideas Journalist’s Goal Get Aligned • Pitch stories, not messages or releases • Keep a story library with many variations • Pitch relevant ideas NOT exclusively related to your company or product • Utilize your network to help understand who could help with a story17
    19. 19. Help Attract an Audience Journalist’s Goal Get Aligned • Tell interesting stories that readers/viewers/listen ers will care about • Be flexible and ready to modify or tweak a story • Leverage trending topics18
    20. 20. Provide Credible Sources Journalist’s Goal Get Aligned • Maintain a list of company resources by area of expertise • Build a network of mavens; be valuable and provide referrals • Be a maven yourself19
    21. 21. First obligation is to the truth Journalist’s Goal Get Aligned • Verify your sources TRUTH • Double check facts & figures • Don’t present anything that may be a conflict of interest20
    22. 22. Meet Deadlines Journalist’s Goal Get Aligned • Maintain an arsenal of story details and resources • Have interviews on-call • Have high-resolution images & video ready • Offer production help  Writing  Graphics  Video21
    23. 23. Educate the Audience Audience Goal Get Aligned • Provide useful information • Present new information • Include expert commentary • Offer opportunity22
    24. 24. Entertain the Audience • Make the story about the reader • Find a unique angle  Humorous  Cultural  Emotional  Scary  Visual  Controversial • Use trending topics23
    25. 25. Getting Aligned Journalist Alignment Reader Alignment • Help attract readers • Be Educational  Reach audiences  Provide useful info  Pitch stories, not releases  Present new info  Access to insider info  Offer opportunity • Help meet deadlines • Be Entertaining  Draft articles & excerpts  Serve the audience  Timely ideas & expertise  Leverage trending  Provide resources topics  Offer Referrals  Find a unique angle24
    26. 26. Case Study Entertain the Audience25
    27. 27. Our 2011 PR goal: Gain category credibility and build brand recognition26
    28. 28. Infographic Campaign: Using our own data to tell a story27
    29. 29. 28
    30. 30. Oprah vs. End of World29
    31. 31.  Reached 6.6 million people from over 1,600 tweets. The post received 108 Facebook Shares, 38 Facebook Likes and 31 Facebook Comments  Reached 2.4 million people from over 520 tweets. The story reached its 11 million unique visitors per month.30
    32. 32. • 4 Series of 4 Meltwater infographics were placed in Mashable during SXSW Interactive Reaching approximately  80 million unique visitors  16 million social media followers31
    33. 33. 32
    34. 34. SXSW Key Results (cont’d) • Mashable readers used StumbleUpon the most to share the Meltwater SXSW IGs - In total there were 5,286 StumbleUpon shares • Twitter received second most social shares with 3,135 tweets • Day 4 received the most shares of the four infographics Mashable SXSW Infographic – Social Shares Social Network Day 1-2 Day 3 Day 4 Day 5 Total Twitter 929 652 972 582 3,135 Facebook 72 33 52 17 174 Google+ 28 12 16 6 62 StumbleUpon 817 647 1,677 2,145 5,286 Pinterest 92 53 71 47 263 LinkedIn 278 129 209 83 69933
    35. 35. SXSW Key Results (cont’d) • There were 263 total “pins” or shares on Pinterest - Pinterest is now drives more traffic than Google+, YouTube and LinkedIn combined - A search for “SXSW infographic” populates over 15 results34
    36. 36. 35 #meltwaterVIP
    37. 37. THANK YOU36

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