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Give Them Something to Talk About


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Give Them Something to Talk About

  1. 1. ♪<br />Let’s Give Them Something to Talk About Practical Methods for Online PR Success<br />Webinar Sponsors:<br />
  2. 2. Lisa BuyerPresident & CEO, The Buyer Group<br />Founder of three media companies<br />President and CEO of The Buyer Group, an interactive PR agency specializing in social media, SEO and branding<br />Regular speaker on online PR, social media and search topics at national conferences including Search Engine Strategies and PubCon<br />ClickZ contributing writer<br />Editor of several blogs; teaches online courses on applying social media to business networks <br />
  3. 3. The PR Question? Are you in yet?<br />@lisabuyer<br />
  4. 4. Yesterday’s Press Release<br />Took weeks or months for approval<br />Designed for the journalist only<br />Was mailed, (yes mailed)<br />Emailed, but went straight to junk email<br />@lisabuyer<br />
  5. 5. Yesterday’s ‘old school’ Press Release<br />Search engines were for geeks <br />Usually ended up in the trash or delete button<br />Hardly ever made it to the end user<br />Measured by clippings! <br />@lisabuyer<br />
  6. 6. Today’s Press Release<br />Can happen in 140 characters or less from anyone!<br />
  7. 7. Today’s Press Release<br />Reports the news via search, social and traditional<br />Is 24/7 without boundaries or limits<br />More PR power and control than ever to push the news out and pull the world in<br />Using a mix of online PR and social media strategies <br />@lisabuyer<br />
  8. 8. Today’s Press Release<br />More measurable than ever<br />@lisabuyer<br />
  9. 9. Today’s Press Release<br />Who are we writing for?<br />The journalist<br />Direct to audience<br />Search engines <br />And most recently: social media networks like Twitter, Facebook and LinkedIn<br />@lisabuyer<br />
  10. 10. Today’s Press Release<br />What does it look like?<br />Optimized with keywords<br />400 words or less<br />Images and video<br />PR Tweets in 120 characters or less – capture the power of the RT – make it easy<br />Facebook Posts<br />LinkedIn status updates<br />@lisabuyer<br />
  11. 11. Today’s Press Release<br />Might have two different headlines!<br />Traditional PR headline – more creative <br />Online PR headline – optimized and very to the point with keywords<br />@lisabuyer<br />
  12. 12. Wall Street Journal Headline Example<br />@lisabuyer<br />
  13. 13. Page one of Google Web<br />@lisabuyer<br />
  14. 14. Page one of Google News – 1st result<br />@lisabuyer<br />
  15. 15. Today’s Online Press Release<br />What does it do?<br />Gets good search results (think editorial)<br />Gets Tweeted and even better: RT<br />Gets Liked on Facebook<br />Gets online media attention<br />Delivers qualified traffic to a website <br />Delivers qualified traffic to a blog<br />@lisabuyer<br />
  16. 16. Today’s Online PR + Social Media News<br />@lisabuyer<br />
  17. 17. How does the news find us?<br />@lisabuyer<br />
  18. 18. How does the news find us?<br />@lisabuyer<br />
  19. 19. Pulling online readers in using Keywords and press releases<br />The KEY is in the keywords<br />Pick two to three keywords<br />Think like a searcher<br />What words would you use to do a search?<br />Research<br />@lisabuyer<br />@lisabuyer<br />
  20. 20. Keywords and press releases<br />How to use keywords<br />Headline<br />Subhead<br />First paragraph<br />Tip: Write for the searcher and the search<br />Writing for online PR is a balancing act <br />Part art and part science<br />@lisabuyer<br />
  21. 21. Socialize news<br /><ul><li>Optimized Content</li></ul>Keywords, keywords, keywords!<br />@lisabuyer<br />
  22. 22. The PR/Social Media Stats<br />Why?<br />65% of journalists use social media sites such as Facebook and LinkedIn for story sources<br />Like button used by 2 million websites <br />52% of journalists use microblogging services such as Twitter<br />@lisabuyer<br />
  23. 23. How does the news find us?<br />@lisabuyer<br />
  24. 24. Reporting PR news with social media<br />Tweeting for PR<br />Be the Twitter voice of your industry<br />Break up your press releases into 120 character tweets – not just the headline with a link<br />Why 120 characters?<br />Tip: Write for the searcher and the search<br />Writing for online PR is a balancing act <br />Part art and part science<br />@lisabuyer<br />
  25. 25. Reporting the news with social media<br />The Power of Tweet and RT<br />Tweeting your press releases increases chances of Google visibility<br />@lisabuyer<br />
  26. 26. Reporting the news with social media<br />The Likeness of sharing news on Facebook<br />Be part of delivering the news to 500 million+ Facebook community <br />
  27. 27. Reporting the news with social media<br />Latest: LinkedIn get Sharing Tool – <br />@lisabuyer<br />
  28. 28. Reporting the news with social media<br />PR professionals are publishers for clients<br />Need to think and act like publishers<br />Think like your client searchers<br />Take advantage of how to control and leverage the editorial opportunity using PR and Social Media<br />@lisabuyer<br />
  29. 29. Keywords tools you can use<br />Special Code:<br />PRWEB<br />Expires 12/3/10<br />@5 pm ET<br />@lisabuyer<br />
  30. 30. tools you can use<br />Thank you PRWeb<br />@lisabuyer<br />
  31. 31. Conferences you can use<br />Online PR Sessions, SEO Intro sessions and Social Media Sessions <br />@lisabuyer<br />
  32. 32. People to Follow<br />@lisabuyer<br />
  33. 33. Media to Follow<br />@lisabuyer<br />
  34. 34. Questions?<br />@lisabuyer<br />
  35. 35. Speaker: Lisa Buyer, President & CEO The Buyer Group<br /> Website:<br /> Twitter: or @lisabuyer<br /> LinkedIn:<br /> Facebook:<br /> Blog:<br />
  36. 36. Thank you for participating in today’s webcast with Lisa Buyer.<br />Learn the latest Search and Social trends, strategies and tactics for 2011 at SES New York Conference & Expo, March 21-25 at the Hilton New York.<br />Register today and SAVE UP TO $1099<br />use priority code: 20PRW. <br />expires January 21<br /><br />
  37. 37. About PRWeb<br /> PRWeb is the leader in online news distribution and online publicity. PRWeb "democratized" news distribution, transforming the "press release" from an expensive tool used by large corporations to an inexpensive yet highly effective way for organizations of all sizes to distribute their news on the Internet, increase their visibility online and attract customers. PRWeb is a service of Vocus. (NASDAQ: VOCS). Learn more at <br /> About Vocus<br /> Vocus is one of the world's leading on-demand software companies for public relations and marketing professionals, and small businesses. Vocus enables organizations to increase their visibility, generate publicity,  monitor and measure their reputation, and engage with journalists and consumers across traditional and social media. Vocus is based in Lanham, MD with offices in North America, Europe and Asia. Vocus software is used by thousands of organizations worldwide and is available in seven languages. NASDAQ: VOCS. Learn more at <br />