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100+ Social PR Secrets To Get More Publicity in 2018

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2018 updated 4th edition, a public relations, social media, and digital marketing field guide with 32 chapters, 100+ actionable tips, and hundreds of curated resources
If you are ready to combine the powers of social media and public relations, you must read this book now. Even if you have the first and second editions of Social PR Secrets, you'll want to buy the third edition with nine new power-packed chapters including:
Chapter 1: Social PR Evolution and Revolution
Chapter 2: Today's Media Relations
Chapter 3: The New Press Release
Chapter 4: Content Strategy
Chapter 5: Editorial Calendar
Chapter 6: Online Newsrooms
Chapter 7: The Art and Science of Social Publishing
Chapter 8: Managing a Community
Chapter 9: Dialing into Social PR Customer Service
Chapter 10: Jump Into Any News Story
Chapter 11: Distribution, Amplification, and Promotion
Chapter 12: Live Streaming PR Secrets
Chapter 13: Podcasting for Social PR
Chapter 14: Mobile and Social PR Hook Up
Chapter 15: The Rise of Visual Reporting
Chapter 16: Visual PR Secrets
Chapter 17: Scoring Influence
Chapter 18: Measurement, Analytics, and Google
Chapter 19: Avoiding a PR Disaster
Chapter 20: Strategy for Tragedy
Chapter 21: Optimizing an Event for Social PR
Chapter 22: Social PR Collaboration #FTW
Chapter 23: Facebook PR Secrets for More Newsfeed Coverage
Chapter 24: Instagram PR Secrets
Chapter 25: Snapchat Secrets, Stories, and Savviness
Chapter 26: Pinterest PR Secrets
Chapter 27: LinkedIn PR Secrets
Chapter 28: Twitter Social #PR Secrets
Chapter 29: Chatbot PR Secrets - NEW
Chapter 30: Futurist PR Secrets - NEW
Chapter 31: Digital Detox Secrets
Chapter 32: Social PR Wisdom
Social PR Secrets FOURTH Edition is completely refreshed content with 400 pages, more than 100 actionable Social PR Secrets (tips), and hundreds of resources all in one place to take your brand to Social PR power user status.

Guy Kawasaki says in the Foreword:
If PR people don't embrace social media, they will be left in the dust. The concept of sucking up to a few major publications and offering exclusives to the one that promises the most coverage is a risky concept.

For one thing, the major publications no longer "make" products and services; they often report on products and services that have been made. Trickle down is waning. Bubble up is the new game.

Thus, PR and social media are completely different. Where PR is about getting journalists to tell people to buy your product. Social media is about providing value. The goals, rules, and best-practices are not the same.

Or should they be? It's a brave new world and Social PR Secrets lights the match where most burn out.

Published in: Marketing
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100+ Social PR Secrets To Get More Publicity in 2018

  1. 1. Social  PR  Secrets by  Lisa  Buyer 1@LisaBuyer
  2. 2. Chapter  1:  Social  PR  Evolution  and  Revolution Chapter  2:  Today’s  Media  Relations Chapter  3:  The  New  Press  Release Chapter  4:  Content  Strategy Chapter  5:  Editorial  Calendar Chapter  6:  Online  Newsrooms Chapter  7:  The  Art  and  Science  of  Social  Publishing Chapter  8:  Managing  a  Community Chapter  9:  Dial  into  Social  PR  Customer  Service  – NEW Chapter  10:  Jump  Into  Any  News  Story Chapter  11:  Distribution,  Amplification,  and  Promotion Chapter  12:  Live  Streaming  PR  Secrets  – NEW Chapter  13:  Podcasting  for  Social  PR– NEW Chapter  14:  Mobile  and  Social  PR  Hook  Up Chapter  15:  The  Rise  of  Visual  Reporting Chapter  16:  Visual  PR  Secrets  – NEW Chapter  17:  Scoring  Influence Chapter  18:  Measurement,  Analytics,  and  Google Chapter  19:  Avoiding  a  PR  Disaster Chapter  20:  Strategy  for  Tragedy Chapter  21:  Optimizing  an  Event  for  Social  PR Chapter  22:  Social  PR  Collaboration  #FTW Chapter  23:  Facebook  PR  Secrets   Chapter  24:  Instagram  PR  Secrets  – NEW Chapter  25:  Snapchat  Secrets  and  Savviness  – NEW Chapter  26:  Pinterest  PR  Secrets  – NEW Chapter  27:  LinkedIn  PR  Secrets  – NEW Chapter  28:  Twitter  Social  #PR  Secrets   Chapter  29:  Stay  Namaste  Sane  in  Social  Media– NEW Chapter  30:  Social  PR  Wisdom Table of Contents 2@LisaBuyer
  3. 3. Sarah  Evans Introduction Social  PR  Secrets  3rd Edition   2016   Consider  Social  PR  Secrets  the  communication   professional’s  modern-­day  beginner’s   handbook.  It  may  appear  to  have  a  light-­ hearted  or   whimsical  approach,  but  therein  lies  its  brilliance. The  non-­threatening  format  allows  anyone  to  feel   comfortable  reading  while  they  are  exposed  to  tactical   and  practical  public  relations  tips.  
  4. 4. Guy  Kawasaki   Foreword Social  PR  Secrets  3rd Edition   2016   We  are  fortunate  that  Lisa  has  written  this  book   to  help  PR  people  understand  this  brave,  new   world.  She  provides  tactical  and  practical   methods  to  combine  the  best  of  both  worlds.   We’re  lucky  that  she  has  done  this  for   marketers,  PR  people,  and  entrepreneurs.  
  5. 5. Guy  Kawasaki   Foreword Social  PR  Secrets  3rd Edition   2016   We  are  fortunate  that  Lisa  has  written  this  book   to  help  PR  people  understand  this  brave,  new   world.  She  provides  tactical  and  practical   methods  to  combine  the  best  of  both  worlds.   We’re  lucky  that  she  has  done  this  for   marketers,  PR  people,  and  entrepreneurs.  
  6. 6. Social  PR  Evolutions  &  Revolutions Chapter  1 6@LisaBuyer
  7. 7. Social  media  has  the  power  to   make  or  break  a  brand  in  a   snippet  of  text. cc:  Liam  Higgins  -­‐ https://www.flickr.com/photos/72441891@N00 7@LisaBuyer
  8. 8. Transparency  and  authenticity   still  wins. cc:  GollyGforce  -­‐ Living  My  Worst  Nightmare  -­‐ https://www.flickr.com/photos/20581458@N00 8@LisaBuyer
  9. 9. Today's  Media  Relations Chapter  2 9@LisaBuyer
  10. 10. Create  a  Twitter  list  for  your   media  target  natively  in  Twitter.   Make  it  public  so  they  can  see   you  added  them. cc:  shawncampbell  -­‐ https://www.flickr.com/photos/59077136@N00 10@LisaBuyer
  11. 11. Think  like  your  audience. cc:  Davide  Restivo  -­‐ https://www.flickr.com/photos/43698630@N00 11@LisaBuyer
  12. 12. The  NEW  Press  Release Chapter  3 12@LisaBuyer
  13. 13. It’s  better  to  send  out  1  press   release  a  month  that  is   substantial  than  4  that  are  all   fluff. cc:  ginnerobot  -­‐ https://www.flickr.com/photos/78011127@N00 13@LisaBuyer
  14. 14. Break  the  press  release  up  into  5   to  10  newsworthy  Tweets  with  a   link  to  the  story  on  the  corporate   blog/company  newsroom. cc:  DubaiFM  -­‐ https://www.flickr.com/photos/84208998@N00 14@LisaBuyer
  15. 15. Content  Strategy Chapter  4 15@LisaBuyer
  16. 16. 16@LisaBuyer
  17. 17. Content  is  about  them.   Not  you. cc:  Brandon  Christopher  Warren  -­‐ https://www.flickr.com/photos/92694860@N00 17@LisaBuyer
  18. 18. Editorial  Calendar Chapter  5 18@LisaBuyer
  19. 19. The  social  PR  editorial   calendar  isn’t  designed  to  be   a  top-­‐secret  document. cc:  Ninja  M.  -­‐ https://www.flickr.com/photos/30359603@N03 19@LisaBuyer
  20. 20. In  the  Social  PR  world,  there  is   NO  such  thing  as  a  template. cc:  davedehetre  -­‐ https://www.flickr.com/photos/22433418@N04 20@LisaBuyer
  21. 21. Online  Newsrooms Chapter  6 21@LisaBuyer
  22. 22. Make  your  newsroom  content   mobile-­‐friendly cc:  chase_elliott  -­‐ https://www.flickr.com/photos/19746950@N00 22@LisaBuyer
  23. 23. 94%  of  journalists  surveyed   said  that  having  photos  in  an   online  newsroom  is  important. cc:  The  PIX-­‐JOCKEY  (visual  fantasist)  -­‐ https://www.flickr.com/photos/18583731@N07 23@LisaBuyer
  24. 24. Art  &  Science  of  Social  Publishing Chapter  7 24@LisaBuyer
  25. 25. Write  like  a  social  news   reporter  and  leave  the  selling   out. cc:  Jösé  -­‐ https://www.flickr.com/photos/9985167@N04 25@LisaBuyer
  26. 26. Share  third-­‐party  content. cc:  John  Flinchbaugh  -­‐ https://www.flickr.com/photos/7327560@N06 26@LisaBuyer
  27. 27. Managing  a  Community Chapter  8 27@LisaBuyer
  28. 28. Connectors  make  savvy  Social   PR  Managers.  Salesmen  do   NOT. cc:  John  Flinchbaugh  -­‐ https://www.flickr.com/photos/7327560@N06 28@LisaBuyer
  29. 29. Think  outside  the  box. cc:  Ben  Mortimer  Photography  -­‐ https://www.flickr.com/photos/71768083@N07 29@LisaBuyer
  30. 30. Dialing  into  Social  PR  Customer  Service Chapter  9 30@LisaBuyer
  31. 31. Social  media  is  the  new  1-­‐800   number cc:  hyku  -­‐ https://www.flickr.com/photos/12734746@N00 31@LisaBuyer
  32. 32. Personalizing  your  messaging   is  key  to  social  customer   service. cc:  fractalx  -­‐ https://www.flickr.com/photos/95575701@N00 32@LisaBuyer
  33. 33. Jump  Into  Any  News  Story Chapter  10 33@LisaBuyer
  34. 34. Content  comes  first.  PR   comes  second cc:  andrechinn  -­‐ https://www.flickr.com/photos/16167252@N00 34@LisaBuyer
  35. 35. Be  quick. cc:  jeff_golden  -­‐ https://www.flickr.com/photos/46868900@N00 35@LisaBuyer
  36. 36. Distribution,  Amplification,  &  Promotion Chapter  11 36@LisaBuyer
  37. 37. Reporting  your  company’s  news   content  in  a  Facebook-­‐friendly  way   is  the  first  step  to  driving  quality   visitors  to  your  website  or  blog cc:  bengrey  -­‐ https://www.flickr.com/photos/28196992@N07 37@LisaBuyer
  38. 38. Show  a  different  side  of  your   company  by  sharing  inspirational   pictures  and  reach  a  global  audience   in  a  very  mobile  and  visual  way. cc:  Jiahui  Huang  -­‐ https://www.flickr.com/photos/27237408@N03 38@LisaBuyer
  39. 39. Live  Streaming  PR  Secrets Chapter  12 39@LisaBuyer
  40. 40. “Livestreaming  is  the  missing  link   between  television  &  social   media" -­‐Cathy  Hackle cc:  JavierPsilocybin  -­‐ https://www.flickr.com/photos/70154861@N00 40@LisaBuyer
  41. 41. Have  an  influencer  take  over   the  account. cc:  thecomeupshow  -­‐ https://www.flickr.com/photos/22257051@N07 41@LisaBuyer
  42. 42. Podcasting  PR  Secrets Chapter  13 42@LisaBuyer
  43. 43. Think  about  search-­‐ friendliness  for  your  podcast   &  episodes. cc:  Jeffrey  Beall  -­‐ https://www.flickr.com/photos/31437555@N00 43@LisaBuyer
  44. 44. Don’t  ask  a  podcast  host  to  be   on  their  podcast  just  so  you   can  promote  your  wares. cc:  tranchis  -­‐ https://www.flickr.com/photos/25813335@N00 44@LisaBuyer
  45. 45. Mobile  &  Social  PR  Hook  Up Chapter  14 45@LisaBuyer
  46. 46. A  mobile-­‐friendly  website  or   blog  is  good  Social  PR. cc:  .reid.  -­‐ https://www.flickr.com/photos/29406311@N04 46@LisaBuyer
  47. 47. PR  Mistake: The  company’s  contact  information  is   on  the  home  page  but  is  part  of  an   image,  instead  of  HTML.  -­‐ Joe  Laratro cc:  Joaquin  Villaverde  Photography  -­‐ https://www.flickr.com/photos/46078235@N03 47@LisaBuyer
  48. 48. Rise  of  Visual  Reporting Chapter  15 48@LisaBuyer
  49. 49. Adding  a  strong  photo,  video,  and/or   a  downloadable  file  to  a  press  release   distribution  can  increase  your  online   visibility  by  10  times  the  views. cc:  alexblanck  -­‐ https://www.flickr.com/photos/57527425@N06 49@LisaBuyer
  50. 50. Check  out  Twitter  Cards  to   add  visual  impact  from  your   content  to  Twitter. cc:  Zeusandhera  -­‐ https://www.flickr.com/photos/55476234@N00 50@LisaBuyer
  51. 51. Visual  PR  Secrets Chapter  16 51@LisaBuyer
  52. 52. Images  are  the  key  to   grabbing  the  attention  of  your   audience cc:  Paul  Nicholson   -­‐ https://www.flickr.com/photos/82879511@N00 52@LisaBuyer
  53. 53. Canva  offers  free  access  to  a   wide  assortment  of  design     tools. 53@LisaBuyer
  54. 54. Scoring  Influence Chapter  17 54@LisaBuyer
  55. 55. There’s  some  correlation   between  number  of  +K’s   earned  and  high  Klout  scores cc:  adrants  -­‐ https://www.flickr.com/photos/93461622@N00 55@LisaBuyer
  56. 56. Social  media  popularity  (in  terms   of  number  of  friends  and   followers)  does  not  equate  to   influence. cc:  amanda.venner  -­‐ https://www.flickr.com/photos/30863759@N06 56@LisaBuyer
  57. 57. Measurement,  Analytics,  &  Google Chapter  18 57@LisaBuyer
  58. 58. The  most  important  analytics   are  what  matters  most  to   your  business  goals. cc:  tiffa130  -­‐ https://www.flickr.com/photos/23682502@N04 58@LisaBuyer
  59. 59. Think  beyond  the  obvious  KPIs   such  as  number  of  followers   and  quantity  of  visitors. cc:  Me2  (Me  Too)  -­‐ https://www.flickr.com/photos/67689349@N08 59@LisaBuyer
  60. 60. Avoiding  a  PR  Disaster Chapter  19 60@LisaBuyer
  61. 61. Do  NOT  treat  social  media  as   a  silo. cc:  Leo  Reynolds  -­‐ https://www.flickr.com/photos/49968232@N00 61@LisaBuyer
  62. 62. Develop  a  company-­‐wide  social   media  policy  that  clearly  defines   both  acceptable  and  unacceptable   behavior  on  social  media cc:  theqspeaks  -­‐ https://www.flickr.com/photos/83261600@N00 62@LisaBuyer
  63. 63. Strategy  for  Tragedy Chapter  20 63@LisaBuyer
  64. 64. About  50%  of  consumers  think  a  brand’s   Facebook  page  is  more  useful  than  a   brand’s  website cc:  Lori  Hartman  Designs  -­‐ https://www.flickr.com/photos/64253809@N04 64@LisaBuyer
  65. 65. In  a  time  of  tragedy  or  crisis,   check  out  sources  and  be  sure   to  fact-­‐check. cc:  Curtis  Gregory  Perry  -­‐ https://www.flickr.com/photos/33124677@N00 65@LisaBuyer
  66. 66. Optimizing  an  Event  for  Social  PR Chapter  21 66@LisaBuyer
  67. 67. Live  tweeting  or  blogging   during  an  event cc:  Alfred  Hermida  -­‐ https://www.flickr.com/photos/13238706@N00 67@LisaBuyer
  68. 68. After  the  event,  create  strong   visuals  using  slideshows  to  tell   the  story  of  the  event. cc:  adamtr  -­‐ https://www.flickr.com/photos/28991097@N00 68@LisaBuyer
  69. 69. Social  PR  Collaboration  #FTW Chapter  22 69@LisaBuyer
  70. 70. Create  a  shared  calendar  with   everyone  who  contributes  to   your  editorial  efforts. cc:  oschene  -­‐ https://www.flickr.com/photos/53416300@N00 70@LisaBuyer
  71. 71. Use  a  social  collaboration   platform  like  Asana. cc:  orcmid  -­‐ https://www.flickr.com/photos/91555706@N00 71@LisaBuyer
  72. 72. Facebook  PR  Secrets Chapter  23 72@LisaBuyer
  73. 73. Write  simply. Quality  vs  Quantity. cc:  Gabriel  'Briel'  Rocha  -­‐ https://www.flickr.com/photos/25398881@N04 73@LisaBuyer
  74. 74. Inspire. cc:  Photosightfaces  -­‐ https://www.flickr.com/photos/30595068@N06 74@LisaBuyer
  75. 75. Instagram  PR  Secrets Chapter  24 75@LisaBuyer
  76. 76. Be  the  first  to  know  about  new   features  or  changes.  Subscribe   to  Instagram’s  business  blog. cc:  Shawn  Harquail  -­‐ https://www.flickr.com/photos/55648226@N03 76@LisaBuyer
  77. 77. It’s  not  about  you,  it’s  about   your  community. cc:  Jordi  Payà  Canals  -­‐ https://www.flickr.com/photos/24630636@N03 77@LisaBuyer
  78. 78. Snapchat  Secrets Chapter  25 78@LisaBuyer
  79. 79. Customize  and  download  your   own  Snapcode 79@LisaBuyer
  80. 80. “We  are  not  the  sum  of  everything  we   have  said  or  done  or  experienced  or   published—we  are  the  result.  We  are  who   we  are  today,  right  now.”  — Evan  Spiegel,   CEO  of  Snapchat cc:  flow14  -­‐ https://www.flickr.com/photos/77971972@N00 80@LisaBuyer
  81. 81. Pinterest  PR  Secrets Chapter  26 81@LisaBuyer
  82. 82. Schedule  your  pins  out  for   your  campaign.  Tool:  Tailwind cc:  Nrbelex  -­‐ https://www.flickr.com/photos/91351004@N00 82@LisaBuyer
  83. 83. Create  a  secret  board  while   working  with  a  brand  or  co-­‐ partnering  with  a  brand! cc:  JD  Hancock  -­‐ https://www.flickr.com/photos/83346641@N00 83@LisaBuyer
  84. 84. LinkedIn  PR  Secrets Chapter  27 84@LisaBuyer
  85. 85. “People  spend  time  on  other   social  networks,  but  invest  time   in  LinkedIn.” – Jason  Miller 85@LisaBuyer
  86. 86. Write  every  day  and  as  much  as   you  can  using  LinkedIn’s  blog-­‐like,   long-­‐form  content  updates. cc:  la_farfalla_22  -­‐ https://www.flickr.com/photos/14844674@N05 86@LisaBuyer
  87. 87. Twitter  Social  PR  Secrets Chapter  28 87@LisaBuyer
  88. 88. Want  to  get  someone’s  attention   on  Twitter?  Like  one  of  their   tweets  with  a  click  of  a  heart! cc:  swanky  -­‐ https://www.flickr.com/photos/88607481@N00 88@LisaBuyer
  89. 89. Monitor  activity  via  a   platform  such  as  Tweetdeck. cc:  homard.net  -­‐ https://www.flickr.com/photos/49548883@N00 89@LisaBuyer
  90. 90. Namaste  Sane Chapter  29 90@LisaBuyer
  91. 91. The  hardest  part  is  getting   started.  Just  hit  the  start   button,  and  things  get  easier. cc:  PhotoGraham  -­‐ https://www.flickr.com/photos/82278008@N00 91@LisaBuyer
  92. 92. Clear  off  your  desktop  every   day  before  and  after  work. cc:  thinkdanijel  -­‐ https://www.flickr.com/photos/40788108@N08 92@LisaBuyer
  93. 93. Social  PR  Wisdom Chapter  30 93@LisaBuyer
  94. 94. “Be  passionate,  tell  personal   stories,  and  be  real.”–Tony   Hsieh,  Delivering  Happiness. cc:  Silicon  Prairie  News  -­‐ https://www.flickr.com/photos/38190880@N06 94@LisaBuyer
  95. 95. Define  your  own  way,  your  own   structure  for  operating,  and  the   creative  processes  that  drive   your  purpose  and  objectives. cc:  woodleywonderworks  -­‐ https://www.flickr.com/photos/73645804@N00 95@LisaBuyer
  96. 96. About  the  Author 96@LisaBuyer
  97. 97. When  it  comes  to  balancing   relationships,  Lisa  Buyer   believes  the  practice  of  PR,   social  media,  and  SEO  is   exponential. 97@LisaBuyer
  98. 98. 98@LisaBuyer

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