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Build a boffo online press kit!   Rebecca Krause-Hardie / AudienceWorks.com January 12, 2010 Funding for the Bootstrap Mus...
Introductions & Housekeeping Rebecca Krause-Hardie
Today’s plan <ul><li>What is PR anyway? </li></ul><ul><li>PR: The changing landscape </li></ul><ul><li>A little stuffy his...
What is PR? <ul><li>Its public relations (not manipulation) </li></ul><ul><li>Informing, presenting, & distributing your b...
A little history of the Press Kit <ul><li>October 28, 1906 </li></ul>
A little history of the Press Kit
A little history of the Press Kit <ul><li>Who was it for?  </li></ul>Your local newspaper, radio or TV
you were really trying to reach…
Who is the Press Kit For Today? <ul><li>Traditional Media </li></ul><ul><li>Presenters </li></ul><ul><li>Bloggers </li></u...
PR: The changing landscape <ul><li>We can now reach communities of people directly.  </li></ul><ul><li>We don’t control th...
Old Model of Communication One to Many  Press The same message to many recipients Me
Here’s the New Model of Communication
When we do, here’s what happens Me
Examples of Good & Bad PR <ul><li>Amazon - Kindle  1984  </li></ul>
Examples of Good & Bad PR <ul><li>Jet Blue  - on the runway for 12 hrs </li></ul>
What to communicate & when <ul><li>Big things </li></ul><ul><li>Little things </li></ul><ul><li>Some Examples </li></ul>
Become the other person <ul><li>Who are you trying to reach? </li></ul><ul><ul><li>What kinds of people </li></ul></ul><ul...
Why Regular Press Releases Fail in Social Media <ul><li>They have the wrong singular focus, which is on the company issuin...
The Social Media Press Release
Essentials of an online Press Kit <ul><li>The Usual Stuff </li></ul><ul><ul><li>Contact Info </li></ul></ul><ul><ul><li>He...
Essentials of an online Press Kit <ul><li>The New Stuff </li></ul><ul><ul><li>New Contact Info </li></ul></ul><ul><ul><li>...
Contact Info <ul><ul><li>  EXAMPLE </li></ul></ul><ul><ul><li>Name: Rebecca Krause-Hardie </li></ul></ul><ul><ul><li>IM co...
Links
MP3 File / Podcast
Graphics
Video
Search  Engine Optimization <ul><li>Identify your keywords </li></ul><ul><li>Use them frequently in  your press release  (...
Google Adwords Tool <ul><li>https:// adwords .google.com/select/ KeywordToolExternal ? defaultView =2 </li></ul>
Google Adwords Tool
Google Adwords Tool <ul><li>Music Genre </li></ul><ul><li>Free ?  </li></ul><ul><li>Instrument </li></ul><ul><li>Presenter...
RSS Feeds <ul><li>Do you have lots of news that is updated regularly?  </li></ul>
Make it easy to share!
Creating your Press Kit <ul><li>Tone </li></ul><ul><li>A destination </li></ul><ul><li>A packaged story </li></ul><ul><li>...
Your Press Kit <ul><li>Home base </li></ul><ul><li>Vibrant </li></ul><ul><li>Fan Acquisition </li></ul><ul><li>Tool for Fa...
Examples of Press Kits
PR Web musician services
PR Web (page 2)
Examples of Press Kits
Examples of Press Kits
Topspin services for musicians
Let’s go look on the web
Homework <ul><li>Discover your keywords (and bring them next week!) </li></ul><ul><li>Define who are you trying to reach <...
Q & A <ul><li>THANK YOU! </li></ul><ul><li>The Blog:  </li></ul><ul><li>http://nysarts.typepad.com </li></ul><ul><li>Post ...
Upcoming Sessions <ul><li>Session 2:  PR Best Practices online  </li></ul><ul><ul><li>Tuesday Jan 19, 4:30 PM </li></ul></...
Resources <ul><li>The Blog:  http://nysarts.typepad.com </li></ul><ul><li>Adwords:  https://adwords.google.com </li></ul><...
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NYSARTS presentation for Bootstraps. PR Creating a Boffo Press Kit

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Boffo Press Kitnn

  1. 1. Build a boffo online press kit! Rebecca Krause-Hardie / AudienceWorks.com January 12, 2010 Funding for the Bootstrap Music Series comes from The New York State Music Fund, established by the New York State Attorney General at Rockefeller Philanthropy Advisors.
  2. 2. Introductions & Housekeeping Rebecca Krause-Hardie
  3. 3. Today’s plan <ul><li>What is PR anyway? </li></ul><ul><li>PR: The changing landscape </li></ul><ul><li>A little stuffy history </li></ul><ul><li>Essentials for your online Press Kit </li></ul><ul><li>Oops, I wish I hadn’t done that… </li></ul><ul><li>Cool stuff </li></ul><ul><li>Homework (talk’s cheap) </li></ul><ul><li>Q & A (but don’t wait until the end!) </li></ul>
  4. 4. What is PR? <ul><li>Its public relations (not manipulation) </li></ul><ul><li>Informing, presenting, & distributing your brand </li></ul><ul><li>Using all the available channels… appropriately. </li></ul><ul><li>Who, what, where, when & why </li></ul>
  5. 5. A little history of the Press Kit <ul><li>October 28, 1906 </li></ul>
  6. 6. A little history of the Press Kit
  7. 7. A little history of the Press Kit <ul><li>Who was it for? </li></ul>Your local newspaper, radio or TV
  8. 8. you were really trying to reach…
  9. 9. Who is the Press Kit For Today? <ul><li>Traditional Media </li></ul><ul><li>Presenters </li></ul><ul><li>Bloggers </li></ul><ul><li>Influencers </li></ul><ul><li>Radio Stations </li></ul><ul><li>Who else? </li></ul>
  10. 10. PR: The changing landscape <ul><li>We can now reach communities of people directly. </li></ul><ul><li>We don’t control the media </li></ul><ul><li>Participation is the new marketing </li></ul><ul><li>Media is becoming socialized </li></ul><ul><li>New classes of authoritative voices </li></ul><ul><ul><ul><ul><li>Newsflash: People are listening to each other! </li></ul></ul></ul></ul>
  11. 11. Old Model of Communication One to Many Press The same message to many recipients Me
  12. 12. Here’s the New Model of Communication
  13. 13. When we do, here’s what happens Me
  14. 14. Examples of Good & Bad PR <ul><li>Amazon - Kindle 1984 </li></ul>
  15. 15. Examples of Good & Bad PR <ul><li>Jet Blue - on the runway for 12 hrs </li></ul>
  16. 16. What to communicate & when <ul><li>Big things </li></ul><ul><li>Little things </li></ul><ul><li>Some Examples </li></ul>
  17. 17. Become the other person <ul><li>Who are you trying to reach? </li></ul><ul><ul><li>What kinds of people </li></ul></ul><ul><ul><li>What is important to them </li></ul></ul><ul><ul><li>Where are they </li></ul></ul><ul><ul><li>Where do they look for information </li></ul></ul>
  18. 18. Why Regular Press Releases Fail in Social Media <ul><li>They have the wrong singular focus, which is on the company issuing the release. </li></ul><ul><li>They are full of marketing-speak that inherently engenders mistrust in the eyes of the social media audience. </li></ul><ul><li>They don’t have a specific audience in mind, and are written broadly and presented blandly. </li></ul>
  19. 19. The Social Media Press Release
  20. 20. Essentials of an online Press Kit <ul><li>The Usual Stuff </li></ul><ul><ul><li>Contact Info </li></ul></ul><ul><ul><li>Headline </li></ul></ul><ul><ul><li>Core News Facts </li></ul></ul><ul><ul><li>Quotes </li></ul></ul><ul><ul><li>Boilerplate Statements </li></ul></ul><ul><ul><li>Photo </li></ul></ul><ul><ul><li>Reviews, Press Quotes, Etc. </li></ul></ul>
  21. 21. Essentials of an online Press Kit <ul><li>The New Stuff </li></ul><ul><ul><li>New Contact Info </li></ul></ul><ul><ul><li>Stories </li></ul></ul><ul><ul><li>Links </li></ul></ul><ul><ul><li>MP3 File / Podcast </li></ul></ul><ul><ul><li>Graphics </li></ul></ul><ul><ul><li>Video & Other multi-media </li></ul></ul><ul><ul><li>Search Engine Optimization “SEO” </li></ul></ul><ul><ul><li>RSS Feeds </li></ul></ul><ul><ul><li>Make it easy to share! </li></ul></ul>
  22. 22. Contact Info <ul><ul><li> EXAMPLE </li></ul></ul><ul><ul><li>Name: Rebecca Krause-Hardie </li></ul></ul><ul><ul><li>IM contact YahooIM arkrausehardie </li></ul></ul><ul><ul><li>Skype krausehardie </li></ul></ul><ul><ul><li>Email krause @ moonroad.com </li></ul></ul><ul><ul><li>Phone 978-575-1454 </li></ul></ul><ul><ul><li>Google Phone </li></ul></ul><ul><ul><li>Twitter @arkrausehardie </li></ul></ul>
  23. 23. Links
  24. 24. MP3 File / Podcast
  25. 25. Graphics
  26. 26. Video
  27. 27. Search Engine Optimization <ul><li>Identify your keywords </li></ul><ul><li>Use them frequently in your press release (But don’t overdue it). </li></ul><ul><li>Search pays special attention to Headers and items in bold </li></ul><ul><li>Search ignores flash, video, and graphics </li></ul>
  28. 28. Google Adwords Tool <ul><li>https:// adwords .google.com/select/ KeywordToolExternal ? defaultView =2 </li></ul>
  29. 29. Google Adwords Tool
  30. 30. Google Adwords Tool <ul><li>Music Genre </li></ul><ul><li>Free ? </li></ul><ul><li>Instrument </li></ul><ul><li>Presenter </li></ul><ul><li>Composer </li></ul><ul><li>Performer </li></ul><ul><li>Conductor </li></ul><ul><li>Concert </li></ul>Classical Heavy Metal Choral Country Blues
  31. 31. RSS Feeds <ul><li>Do you have lots of news that is updated regularly? </li></ul>
  32. 32. Make it easy to share!
  33. 33. Creating your Press Kit <ul><li>Tone </li></ul><ul><li>A destination </li></ul><ul><li>A packaged story </li></ul><ul><li>Influence the Influencers </li></ul>
  34. 34. Your Press Kit <ul><li>Home base </li></ul><ul><li>Vibrant </li></ul><ul><li>Fan Acquisition </li></ul><ul><li>Tool for Fans </li></ul><ul><li>Conversion place </li></ul><ul><li>Useful </li></ul>
  35. 35. Examples of Press Kits
  36. 36. PR Web musician services
  37. 37. PR Web (page 2)
  38. 38. Examples of Press Kits
  39. 39. Examples of Press Kits
  40. 40. Topspin services for musicians
  41. 41. Let’s go look on the web
  42. 42. Homework <ul><li>Discover your keywords (and bring them next week!) </li></ul><ul><li>Define who are you trying to reach </li></ul><ul><li>In one sentence tell us why we should write about you and why our readers will care. </li></ul>
  43. 43. Q & A <ul><li>THANK YOU! </li></ul><ul><li>The Blog: </li></ul><ul><li>http://nysarts.typepad.com </li></ul><ul><li>Post your stuff, your questions, your insights, your feedback…. </li></ul>
  44. 44. Upcoming Sessions <ul><li>Session 2: PR Best Practices online </li></ul><ul><ul><li>Tuesday Jan 19, 4:30 PM </li></ul></ul><ul><li>Session 3: Successful Promotion on the web </li></ul><ul><li>Tuesday Jan 26, 4:30 PM </li></ul><ul><li>February: Multimedia Skills </li></ul><ul><li>March: Music, Money & Sustainability </li></ul>
  45. 45. Resources <ul><li>The Blog: http://nysarts.typepad.com </li></ul><ul><li>Adwords: https://adwords.google.com </li></ul><ul><li>Musicians tools: </li></ul><ul><ul><li>http://www. topspinmedia .com/ </li></ul></ul><ul><ul><li>http://www. reverbnation .com/ </li></ul></ul><ul><ul><li>http://tinyurl.com/prweb1 </li></ul></ul><ul><li>Case Study: http://tinyurl.com/fistfulayen1 </li></ul><ul><li>PR template http://tinyurl.com/smPR1 </li></ul><ul><li>Glossary of web terms: </li></ul><ul><li>http://www. seobook .com/glossary/# </li></ul>

NYSARTS presentation for Bootstraps. PR Creating a Boffo Press Kit

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