How To Become a PR Technologist
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It's no secret consumer behavior has changed drastically in the past decade with the advances of technology. They are making purchase decisions in new ways involving social networks, search engines, forums, and content to name a few. Our role as a communications professional has become more complex as we need to evolve to meet the new challenges this presents to the brands with whom we work. This presentation illustrates the changes, talks about what it means to be a technologist, outlines eight areas where our jobs have changed, and provides four steps to become a technologist.
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How To Become a PR Technologist
- 1. How To Become a PR Technologist
- 5. peaking directly to the media
- 6. Checking in
- 7. Leaving tips
- 11. Downloading Apps
- 13. Press releases Statements Print ads Static web pages Crisis communications
- 16. Today’s Agenda • What is a technologist? • What do we need to know? • How do we do it?
- 17. What is a PR Technologist?
- 19. What do we need to know?
- 21. 2. Reputation and Crisis Management
- 22. 3. Media and Influencers
- 23. media relations
- 24. 4. Local and Mobile *Photo credit: Quite Interesting People
- 25. 5. Create content Paid media Earned media Owned media
- 27. 7. Track and Measure
- 28. 8. Collaborate and Project Manage and Project Manage
- 29. Four Ways to Become a Technologist
- 30. 1. Start the Journey
- 32. 2. The Toolkit
- 34. 3. Find Your Teacher
- 35. Blog Bundle •KDPaine’s PR Measurement •Spin Sucks •ProBlogger •SEOMoz •Search Engine Land The Sales Lion •Traackr •V3 Kansas City •Waxing Unlyrical •Six Pixels of Separation •LoveStats •PR 20/20
- 36. Feedly
- 38. News Sites • TechCrunch • Mashable • Read Write Web
- 39. 4. Do
- 40. Agency blog
- 41. Personal blog
- 42. Take that leap
- 45. Thank You Lisa Gerber Big Leap Creative Integrated Communications •www.bigleapcreative.com/blog •lisa@bigleapcreative.com •@lisagerber •Slideshare: www.slideshare.com/lisagerber
Editor's Notes
- It’s not news to you that technology has drastically changed the way we, as consumers, use the internet.
- this is a media query from a journalist on Twitter.
- making recommendations
- big brands are showing their personality.
- In the end, we’re all up for some entertainment.
- we are now solving problems, not selling products.
- Brands have a new set of challenges and goals. Pr roles have expanded Instead of pushing out messages, issuing press statements, and managing crises with press conferences.
- We’re now responsible for getting engaged in the conversation. We are responsible for managing and monitoring all those bits of data I showed you. Many people will say we’ve lost control over the conversation. Completely false. We now can manage and see what people have been saying about us all along. Yes, it gives many a bigger a platform and it amplifies our challenges, which si all the more reason we need to understand this so we can properly guide our clients and employers through the maze.
- Salon - you expect your stylist to keep you ahead of the trends. It’s no different for us. a recent study by PR Academy , more than half of the respondents (52 percent) identified digital communications as a major skills gap, with campaign measurement (44 percent) close behind. We must lead the charge in online communications, help your employers and clients stay ahead of the trends.
- housekeeping eight pillars of change steps to take that journey
- Story - facebook and cocktail party More than just being able to use Facebook and understanding the word “retweet.” It means we understand how to use the marketing technologies available to to us to help our brands achieve their goals. you understand how to use a content management system. You know the principles of search engine optimization. You know what inbound links mean to your site traffic. You know how to do keyword research. And you know how to look at analytics and track meaningful metrics such as conversions and things that are triggering real ROI -not AVEs.
- The beauty of its, we don’t have to be experts. we cant be experts at everything. We do however, need to know enough to know where to go to get the answer. I founded my business 9 years ago to offer traditional PR services. On any given day, I’m helping clients with email marketing campaigns to increase organic growth in the current customer base - we’re automating messages and segmenting lists, I’m working on messaging for landing pages and call to action buttons to convert leads on websites; identifying online influencers to help a new technology get off the ground and find a base following.
- how it ties in to beginning what we need to know about
- Anyone who says the phone book is dead is wrong. I’ve found this to be the most useful function lately. Anything we are doing online on behalf of our clients needs to be designed to be found. We have to understand the principles of SEO. we need to know about meta tags and descriptions, googles latest updates. Google updates, panda, penguin, author rank.
- Our biggest nightmare, right here. Journalists don’t need us anymore. and that can be scary. Crisis management has a whole new meaning - it means someone has to be monitoring our brands reputations on the social networks. This will allow you to see, manage and respond to issues on forums, and raves and reviews on social networks.
- remember the guys at the beginning talking about the restaurant owner who So now the whole idea of media relations has changed.The same principle applies to online influencers. It’s no longer about the media relationships we’ve developed over the years. Our brands consumers follow their own influencers. So now we need to know how to find them and what to do with them once we do find them. So we’re working with social scoring and influence platforms such as Traackr and Peerindex. So hopefully, you’ll be there when the media or the influencer posts something looking for a story source.
- Shoppers are using their phones. 79 percent of Americans use a smart phone to help with purchase decisions. 70 percent check reviews before making a purchase. So now we need to understand how our mobile prospects and customers are using the web to find and create relationships with us. This usually involves mobile responsive sites, locations based services, and user review sites. We have to manage and respond to reviews, and keep up pages with photos and data. providing apps if necessary. Solves: encourages reviews and check-ins. You can now see and understand how is checking in and what they are saying.
- Before we only had to worry about earned media. Have you heard of the Google Zero Moment of Truth? This is what will allow you to appear when someone does a search. and gives you a better opportunity to manage the conversation. now we’re creating media which means we need to know about content management systems, video, podcasting, webinars.
- So now you’re doing all this great stuff to attracting traffic to our content, and engaging online. The finest digital currency is an email address. It’s time to nurture those leads to converted customers. We’re using landing pages to gather emails and then create email campaigns for segmented audiences to further build the trust and do what it takes to convert leads. Lead generation now falls under the marketing umbrella. We are no longer a cost center, but a revenue generator.
- Every client project begins with established goals. Using google analytics and Radian6, or Hubspot, Infusionsoft, and a variety of analytics tools.
- We can work from anywhere Using Virtual meeting software such as gotomeeting and skype, and google hangouts. Collaborating using Dropbox and Sharepoint Managing projects using Basecamp
- I’m more afraid of becoming obsolete than I am of failing with something online. What you’ll need: Patience Perseverence Curiosity Time Spirit of experimentation - Understanding you might fail. You might make a mistake Stop thinking you don’t have the capability. There is a wealth of content out there and most of it is free. It takes the time to invest in learning. I know we are all constantly learning - so I don’t worry that I might now know something and have the self-reliance to figure it out myself, because it’s there. So don’t rely on a person as a crutch - go find the answer yourself.
- I’m constantly playing with different technologies and keeping with the ones that work. I use Evernote to capture a lot of data - and when I see something I want to read later, I send it there. I schedule time on Fridays and on weekends, to research a topic or test a technology. For example, right now, I’m working with a c lient LAtch......
- traackr There is a wealth of information out there. everything I’m about to share with you I learned by these methods - paying attention, clicking through, and experimenting.
- Italian class Filter the Shiny Object Syndrome for your clients or your employers by testing out the technology for yourself. Use your critical-thinking skills to determine how this could be applied from a business perspective. Be able to answer the question when your boss or client asks about it.
- This is Kate Finley’s blog - Having a blog is the foundation to the rest - it teaches you to
- At some point, you’ll have to do something really scary. This will be something different for each of us.