Long Tail PR in a Digital World

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Discussion of the digital half-life of stories, ways to connect effectively with the media, and how to identify the stories in your business or brand. Long tail PR is a longer-term view of public relations versus "getting ink." - as presented to the Broken Arrow Business to Business program through the Broken Arrow Chamber of Commerce

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Long Tail PR in a Digital World

  1. 1. PR: Beyond the Press ReleaseAdventures in using new media to tell your story and find your audience Tweeting This? #PRtips @Mandy_Vavrinak
  2. 2. What’s the Goal?
  3. 3. Who Cares?O Human Touchpoints O How does what you do impact people’s wallets, health, enjoyment, time? O Who makes it happen? O Do you have examples?O Environments and AttitudesO Thinking Long Term O PR isn’t just about “getting ink” anymore
  4. 4. Newsroom Reality
  5. 5. The Package & The PitchO Desired audience and goalO “Hard News” – immediacy, info-driven O Facts first, then impact and effectO “Soft News” – More people & community focus O Lead with impact, still fact-drivenO “Feature” – People & emotion driven O Lead with outcome, effect or emotion
  6. 6. Relationships MatterO Relationships get you attentionO Follow, friend, subscribe, watch, comment , tweet, shareO Social Media is a shortcut to building relationships with mediaO Make the job easier O Details available online is a welcome thing in most cases
  7. 7. Online PR
  8. 8. Online Results
  9. 9. Offline Results
  10. 10. Pitchengine.com
  11. 11. Pitchengine.com
  12. 12. Better Than Email or Word
  13. 13. Quality vs Quantity
  14. 14. Pitch Perfect?O Use the online tools you haveO Remember the digital half-life of stories & pressO It’s not just about the press you get todayO Have a clear plan and objectiveO Connect purposefully in advanceO Connect personally when you pitch
  15. 15. Questions?Twitter @Mandy_Vavrinak Facebook: it’sobvious, right?http://mandyvavrinak.com LinkedIn: Yep, same name Email me: mvavrinak@mac.com

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