PR For SMB Presentation 9 09

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PR For SMB Presentation 9 09

  1. 1. Public Relations for Small & Medium Sized Businesses<br />
  2. 2. Agenda<br />Media Relations<br />Blogging for Success<br />Social Media 101<br />
  3. 3. Media Relations<br />
  4. 4. What is News?<br />News vs Feature<br />Trend stories<br />How-to or help stories<br />Expert testimony on current events<br />Good news vs Bad news (media bias)<br />What’s in it for readers?<br />
  5. 5. Media Relations<br />The media cannot operate without PR!<br />The media are always looking for stories<br />The media are very busy and often abrupt<br />The media, particularly print, are not paid well<br />The mainstream media will not let you review a story before it goes to print – so don’t ask<br />Respect their time. Call them back. <br />
  6. 6. More About The Media<br />Demographics<br />The Media love “experts” and go back to the same source often<br />Become an “expert” by speaking, publishing, association leadership<br />
  7. 7. National News<br />Trade magazines<br />Wire Services (BusinessWire, PR Newswire)<br />Beat writers (newspapers, magazines)<br />The World Wide Web<br />
  8. 8. Hyper-Local<br />Local news is sweet spot for SMBs<br />Television segments<br />Daily newspapers<br />Weekly newspapers<br />Magazines<br />Web sites<br />
  9. 9. Local Television<br />Six stations in the Phoenix market<br />FOX-10, NBC-12, ABC-15, CBS-5, 3TV and AZTV-7/13<br />All have shows you can be on<br />Contact producers with ideas<br />Concept/visuals<br />Contact info on Web sites or simply call main line and ask for phone or e-mail<br />
  10. 10. Arizona Republic<br />The only daily left in Phoenix<br />Main sections<br />National<br />Local<br />Business<br />Sports<br />Living<br />Special sections<br />Calendar (Thu)<br />Yes (Sat)<br />Regionals<br />East Valley, West Valley, Phoenix, Scottsdale<br />Web site and bylines (first.last@arizonarepuiblic.com)<br />
  11. 11. Weeklies<br />Best opportunities for SMBs<br />Business Journal<br />East Valley Tribune<br />Ahwatukee Foothills News, Glendale Star, Mesa Independent, Jewish News<br />Auto Web posting<br />List on Valley PR Blog<br />List at http://www.usnpl.com<br />
  12. 12. Magazines<br />Topic/geographic specific<br />Raising Arizona Kids, Scottsdale Magazine, Square Foot Magazine, Phoenix Home & Garden<br />Small staffs<br />Long lead times<br />Hard to get in<br />Must have visuals<br />Calendars<br />
  13. 13. Local Web sites<br />Topic/Geographic specific<br />http://www.technewsarizona.com/<br />http://phoenix.momslikeme.com<br />http://www.topix.com/city/scottsdale-az<br />http://www.westvalley101.com/<br />Blogs<br />http://arizonanotebook.com/<br />http://zoniereport.com/<br />
  14. 14. Press Release/Advisory<br />Press Release<br />Standard Format<br />Five Ws<br />Inverted pyramid<br />News and feature<br />Social Media release<br />http://www.pitchengine.com/<br />Advisory<br />For events only<br />
  15. 15. Blogging for success<br />
  16. 16. What Says Wordpress?<br />Express yourself<br />No waiting on your webmaster<br />Be &quot;findable&quot; on the search engines<br />Dialogue with your customers<br />Customers share their comments, feedback, ideas, and concerns<br />Leadership through blogging<br />Showcase photo and image galleries<br />It’s fun<br />*Source: Wordpress<br />
  17. 17. Blogging for Business<br />For company leaders to communicate directly with customers<br />For employees to communicate with customers<br />To reinforce your brand<br />To produce organizational transparency<br />To keep customers updated on product issues<br />To serve as a channel to the public in a crisis<br />To report to a constituent audience on the company’s positions<br />To establish yourself as a subject matter expert<br />*Holtz & Demopolis: Blogging For Business<br />
  18. 18. Get More Visitors<br />
  19. 19. Get More Links<br />
  20. 20. Get Indexed<br />
  21. 21. Company Blogs<br />Company blogs include:<br />Delta Airlines<br />Dell<br />Yahoo!<br />Boeing<br />EDS<br />General Motors<br />IBM<br />Johnson & Johnson<br />Microsoft<br />Salesforce.com<br />Sprint<br />
  22. 22. Changing Hands<br />
  23. 23. House of Sparky<br />
  24. 24. Just Roughin’ It<br />
  25. 25. Atomic Comics<br />
  26. 26. Valley PR Blog<br />
  27. 27. CEO Blogs<br />CEO blogs include:<br />J. Willard Marriott Jr., CEO, Marriott International<br />Michael M. Crow, President, Arizona State University<br />Marc Cuban, HDNET & Dallas Mavericks<br />Bob Lutz, Vice Chairman, General Motors Corporation<br />Kevin Lynch, Chief Software Architect, Macromedia<br />Justin Rattner, CTO, Intel<br />Bob Parsons, President, godaddy.com<br />Jonathan Schwartz, COO, Sun Microsystems<br />Mike Critelli, Executive Chairman, Pitney Bowes<br />David Neeleman, Chairman, JetBlue Airways<br />
  28. 28. Michael Dell<br />
  29. 29. Mark Cuban<br />
  30. 30. A Quick tutorial<br />
  31. 31. Tools for Blogging<br />WordPress<br />Moveable Type<br />Type Pad<br />Blogger.com<br />Live Journal<br />…and about 1,000 others<br />
  32. 32. WordPress<br />The most popular blogging tool<br />Simple to use<br />Free<br />Hosted or application<br />www.wordpress.com<br />www.wordpress.org<br />
  33. 33. A Word About Design<br />Built-in Templates<br />Hosted version has more than 60 flexible designs<br />Custom Design<br />Use templates<br />Have your web designer build it<br />Function Over Form<br />
  34. 34. New Post<br />
  35. 35. Linking Text<br />
  36. 36. Categories<br />
  37. 37. Upload Image<br />
  38. 38. Link to Image<br />
  39. 39. Blogging best practices<br />
  40. 40. Keys to Better Blogging<br />Headlines are Important<br />Short Catchy Headlines<br />Use Key Words<br />Keep it Simple<br />Single Topic Posts<br />Keep it Short<br />Two to three paragraphs<br />Have an Opinion<br />Be a “Thought-Leader” (Have a take, do not suck!)<br />Offer Advice/Best Practices<br />Links<br />Photos<br />
  41. 41. Headlines<br />Facebook Music Rumors<br />Google Says It’s Making Reader More Fun<br />Impress names Luth VP<br />What Sold me on Twitter<br />Yahoo Answers To Go Mobile<br />Google’s Share of U.S. Online Ads Hits 40 Percent<br />Plaxo + LinkedIn + iPhone = Brilliant<br />*All Headlines from TechCrunch<br />
  42. 42. Links<br />
  43. 43. Photos/Images<br />
  44. 44. Trackbacks<br />An acknowledgment sent via a network signal <br />Facilitates communication between blogs<br />Helps grow your audience<br />
  45. 45. Tags<br />Search optimization<br />Internal<br />External<br />Use only a few on each post<br />Helps people find your post<br />
  46. 46. Promoting Your Blog<br />
  47. 47. The Basics<br />Tell everyone you know!<br />Add link to blog from web site<br />Include a link to your blog in your e-mail signature<br />Put your blog address on your business card<br />Announce the launch of your blog in customer communications<br />eNewsletters, eBlasts, Store flyers, etc.<br />
  48. 48. RSS Feeds<br />Feedburner<br />RSS feed<br />e-mail option<br />
  49. 49. Free Blog Listings<br />Technorati<br />Google Blog Search<br />Bloglisting.net<br />Icerocket<br />Mybloglog<br />Alltop<br />Buzzerhut<br />
  50. 50. Viral Tactics<br />Blogroll<br />Reciprocal Links<br />Comments<br />Always register and include email AND blog address<br />Get a “gravatar”<br />http://en.gravatar.com/<br />
  51. 51. Piggybacking<br />Read lots of blogs<br />Write a post on your blog about something you’ve read<br />Link to it in your post<br />Trackback to it<br />
  52. 52. Social Integration<br />Linkedin<br />WordPress module included<br />Facebook<br />Third Party Applications<br />Social RSS<br />MySpace<br />
  53. 53. Tweet Tweet<br />
  54. 54. Get Social<br />Bookmark posts on Delicious<br />Stumble posts on StumbleUpon<br />Post a teaser on Linkedin status<br />Use Sharethis or similar tool<br />Digg it<br />
  55. 55. Social networking 101<br />
  56. 56. Definition<br />A social network service focuses on building online communities of people who share interests and activities, or who are interested in exploring the interests and activities of others.*<br />*Wikipedia<br />
  57. 57. Popular Social Networks<br />MySpace<br />Facebook<br />Linkedin<br />Classmates.com<br />Friendster<br />Meetup.com<br />Orkut<br />
  58. 58. Specialty Social Networks<br />TeeBeeDee (baby boomers)<br />Cafe Mom (mothers)<br />Black Planet (African Americans)<br />Good Reads (book lovers)<br />Out Everywhere (GLBT)<br />Yelp (restaurant reviews)<br />SciSpace.net (scientists)<br />
  59. 59. Extreme Specialty Networks<br />sjsualumninetwork.com<br />nurselinkup.com<br />paganspace.net<br />firefighternation.com<br />navyformoms.com<br />designrelated<br />
  60. 60. Business or Pleasure?<br />Both!<br />Virtual face-to-face<br />Comscore: fastest growing segment of Facebook was 25-34 demographic<br />Facebook has more than 100 million users<br />June 2008 Conference Board report: one out of every four people online visits social networking sites (update: 35%)<br />Business owners can reach customers directly<br />Targeted marketing<br />Networking<br />Career Searches/Recruiting<br />
  61. 61. Linkedin<br />
  62. 62. Six Degrees of Separation<br />www.linkedin.com<br />16 million users<br />Search by name, location, company<br />Get introduced to potential clients by people who know them already<br />Online resume or business profile<br />Recommend and be recommended<br />Ask questions and answer questions<br />
  63. 63. Facebook<br />
  64. 64. Groups<br />Join and meet in groups<br />Public Relations Society of America (PRSA)<br />Rae Waters for State Representative<br />San Diego Padres fans<br />Create your own<br />
  65. 65. Group Pages<br />
  66. 66. Business Pages<br />Essentially a visual business listing<br />Background<br />Photos/Videos<br />Links<br />Events<br />Discussion Board<br />
  67. 67. Business Page<br />
  68. 68. Doing business<br />Set up a personal and business profile<br />Add content<br />Invite your friends and associates<br />Surf around, join groups, offer advice and make new friends and associates<br />Meet friends of friends and grow your network exponentially<br />Feed your blog to your Facebook page<br />
  69. 69. 10 Reasons to Use Facebook for Business<br />Meet your peers<br />Find business contacts<br />Instant gate opener<br />Build relationships<br />Raise visibility<br />Develop your personal brand<br />Target your niche<br />Get rapid top Google placement<br />Place targeted ads<br />No cost marketing<br />Source: Mari Smith, Author, Facebook for Professionals<br />
  70. 70. Twitter<br />
  71. 71. Why Tweet?<br />Gain exposure for your blogs…and gain potential readers<br />Market work, products, services, etc.<br />Answer questions/ ask questions<br />Learn new things from other industry professionals<br />Seek out industry colleagues for assistance w/ special projects<br />Announce events<br />Share interesting articles<br />Live event coverage<br />
  72. 72. Who is Tweeting?<br />@barackobama<br />@richardbranson<br />@ceosunblog<br />@lancearmstrong<br />@snoopdogg<br />@the_real_shaq<br />@britneyspears<br />
  73. 73. Twitter Tools<br />Online at twitter.com<br />Via Blackberry or iPhone<br />Desktop applications<br />Twhirl<br />Seesmic<br />BigTweet<br />Auto update Facebook<br />Ping.fm<br />Everywhere at once<br />
  74. 74. Questions?<br />
  75. 75. http://www.slideshare.net/lengutman<br />

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