Public relations strategies for success in the US market focus on building professional networks through media relations, social media, speaking opportunities, awards, and differentiating one's company. Effective PR can be less expensive than advertising but with less control. Relationships are important in the US, and capturing media attention requires going big with out-of-the-box tactics, launch parties, or philanthropic causes. Proper pitching involves tailoring messages to specific publications and understanding reporter schedules. Key tools for PR include Google Alerts, Customscoop for clipping, and social media management platforms.
Phil Morabito and Brian Block discussed the latest tactics to create credibility, trust, engagement and distinction for your brand and how to maximize "booth buzz at OTC 2011. They also reviewed the best traditional media relations strategies and how to use social media tactics to assure your services are distinct and not extinct. Thank you to everyone who joined us.
PR Bootcamp: How to Build Media Relationships and Maximize CoverageJacki Halas
This presentation teaches you the following: How to build strong media/blogger relationships, how to prepare for and nail the interview, how to maximize that great coverage and how to measure and show PR results.
¿Cuáles son los diferentes tipos de "influenciadores" que existen y cuál es la mejor forma de abordarlos? - Un eBook gratuito de Traackr sobre Influential Marketing en Redes Sociales.
Public relations is an essential part of marketing, but if you've never approached or worked with a journalist before, it could be a little intimidating. Where do you start? Who do you reach out to? What should you say?
Thankfully, PR isn't rocket science. But it does take planning and commitment. Because PR coverage is earned, not paid, you have to be extra careful and strategic about who to pitch and how to work with the press.
Presented during the Cagayan de Oro leg of TechCamp Philippines last March 2018.
This was for youth leaders supporting various organizations and causes.
Phil Morabito and Brian Block discussed the latest tactics to create credibility, trust, engagement and distinction for your brand and how to maximize "booth buzz at OTC 2011. They also reviewed the best traditional media relations strategies and how to use social media tactics to assure your services are distinct and not extinct. Thank you to everyone who joined us.
PR Bootcamp: How to Build Media Relationships and Maximize CoverageJacki Halas
This presentation teaches you the following: How to build strong media/blogger relationships, how to prepare for and nail the interview, how to maximize that great coverage and how to measure and show PR results.
¿Cuáles son los diferentes tipos de "influenciadores" que existen y cuál es la mejor forma de abordarlos? - Un eBook gratuito de Traackr sobre Influential Marketing en Redes Sociales.
Public relations is an essential part of marketing, but if you've never approached or worked with a journalist before, it could be a little intimidating. Where do you start? Who do you reach out to? What should you say?
Thankfully, PR isn't rocket science. But it does take planning and commitment. Because PR coverage is earned, not paid, you have to be extra careful and strategic about who to pitch and how to work with the press.
Presented during the Cagayan de Oro leg of TechCamp Philippines last March 2018.
This was for youth leaders supporting various organizations and causes.
SalesTweets: How to Boost Sales via Smart Chirps
Instructor: Pattie Simone, Founder, WomenCentric.net |@PattieSimone | @BizActivist
Why SalesTweets? Twitter is an amazing promotional tool that can lead to significant brand reach and new sales. National brands and newbies alike have generated buzz and revenue streams through creative chirps, using a range of offers, But how can a time-strapped small business owner tap into Twitter as a sales vehicle? What strategies and campaigns should be pursued? How do you establish manageable processes that provide sensible ROI for your time and/or outside talent investment?
What You’ll Learn: This workshop will cover several SalesTweets success stories of national brands and small entrepreneurs, as well as how to develop winning campaigns. You’ll learn how to plan a campaign and word creative, engaging tweets, why you need to test different kinds of offers & deadlines, and the best way to connect with thought leaders and influencers. Find out why SalesTweets can also positively affect your Search Engine rankings and how to create authentic SalesTweets that resonate with your target markets. We’ll also cover some Twitter campaign management and engagement measurement tools, like Hootsuite and Twaiter.
Presented before young community leaders during the breakout session of TechCamp Philippines on March 10, 2018 at Xavier University, Cagayan de Oro City.
How to Prioritize Social Networks Your Business Should Invest In Pam Moore
Every marketer and business leader is faced with the challenge of where to prioritize their time and investment. Time is our greatest asset in both business and life. How we spend our time can make or break our business success.
When it comes to digital marketing, social media and branding, it is no different. In my 20 years of business and marketing experience I have never heard a marketer exclaim, "I have so much time, resource & budget I don't know what to do with it."
Unfortunately, there are far too many "experts" online touting that you must be on every new shiny object and social network. They'll even go so far as to warn you that if you don't start snapping on Snapchat, storytelling on Instagram and delivering live video on Periscope that your business is destined to fail. Let me tell you right now this is 100% false.
Register for the full webinar and podcast on this topic at http://www.socialzoomfactor.com/214
Content Marketing for Associations and Non-ProfitsJoe Pulizzi
Presentation given by Joe Pulizzi of the Content Marketing Institute on how Associations can develop a strategic vision to their content marketing in all channels. Includes both content strategy setup and tactical distribution tips.
Keynote presentation delivered to the League of Southeastern Credit Unions & Affiliates on topic of personal branding. The audience / attendees were brand new to social media so the content is geared toward an entry level digital marketing audience.
A workshop designed for small non-profit organizations to help them use online marketing to increase donations, attract Board Members and Volunteers. Audience targeting, developing compelling messaging, and selecting the right media are demonstrated in this presentation. A template is provided to be used as an aid to implementing effective online marketing. Contact Art@ohiobusinesshelp.com
In this presentation, Nicholas will cover the basics of social media marketing strategy and tactics.
Nicholas will also cover how each of the “Big Four” social media platforms can be used effectively, and lastly, he will reveal six marketing tools that he personally recommends.
This interactive workshop explored how to define your objectives, plan strategy, run operations and use tactics to get the most out of your projects by engaging with people through social media.
A quick introduction on the main aspects of creating a social media strategy for your brand. A version of this presentation was conducted as part of the Startups Without Borders 2020 Summit. You can watch the session here: https://www.youtube.com/watch?v=dBvTK5yKWWo&t=693s
Key points in this presentation:
- Social Media Content Optimization
- Who is your audience?
- How will you maintain the page?
- How will you scope your message?
- Terms in Social Media:
- 3 Golden Rules for SM Content
- Content Plan for SM
- Tips and Tricks
Presentation on blogger outreach and online PR to the Edinburgh Online Marketing Meetup group - a group of professional marketers, public relations pro's and SEO pro's.
SalesTweets: How to Boost Sales via Smart Chirps
Instructor: Pattie Simone, Founder, WomenCentric.net |@PattieSimone | @BizActivist
Why SalesTweets? Twitter is an amazing promotional tool that can lead to significant brand reach and new sales. National brands and newbies alike have generated buzz and revenue streams through creative chirps, using a range of offers, But how can a time-strapped small business owner tap into Twitter as a sales vehicle? What strategies and campaigns should be pursued? How do you establish manageable processes that provide sensible ROI for your time and/or outside talent investment?
What You’ll Learn: This workshop will cover several SalesTweets success stories of national brands and small entrepreneurs, as well as how to develop winning campaigns. You’ll learn how to plan a campaign and word creative, engaging tweets, why you need to test different kinds of offers & deadlines, and the best way to connect with thought leaders and influencers. Find out why SalesTweets can also positively affect your Search Engine rankings and how to create authentic SalesTweets that resonate with your target markets. We’ll also cover some Twitter campaign management and engagement measurement tools, like Hootsuite and Twaiter.
Presented before young community leaders during the breakout session of TechCamp Philippines on March 10, 2018 at Xavier University, Cagayan de Oro City.
How to Prioritize Social Networks Your Business Should Invest In Pam Moore
Every marketer and business leader is faced with the challenge of where to prioritize their time and investment. Time is our greatest asset in both business and life. How we spend our time can make or break our business success.
When it comes to digital marketing, social media and branding, it is no different. In my 20 years of business and marketing experience I have never heard a marketer exclaim, "I have so much time, resource & budget I don't know what to do with it."
Unfortunately, there are far too many "experts" online touting that you must be on every new shiny object and social network. They'll even go so far as to warn you that if you don't start snapping on Snapchat, storytelling on Instagram and delivering live video on Periscope that your business is destined to fail. Let me tell you right now this is 100% false.
Register for the full webinar and podcast on this topic at http://www.socialzoomfactor.com/214
Content Marketing for Associations and Non-ProfitsJoe Pulizzi
Presentation given by Joe Pulizzi of the Content Marketing Institute on how Associations can develop a strategic vision to their content marketing in all channels. Includes both content strategy setup and tactical distribution tips.
Keynote presentation delivered to the League of Southeastern Credit Unions & Affiliates on topic of personal branding. The audience / attendees were brand new to social media so the content is geared toward an entry level digital marketing audience.
A workshop designed for small non-profit organizations to help them use online marketing to increase donations, attract Board Members and Volunteers. Audience targeting, developing compelling messaging, and selecting the right media are demonstrated in this presentation. A template is provided to be used as an aid to implementing effective online marketing. Contact Art@ohiobusinesshelp.com
In this presentation, Nicholas will cover the basics of social media marketing strategy and tactics.
Nicholas will also cover how each of the “Big Four” social media platforms can be used effectively, and lastly, he will reveal six marketing tools that he personally recommends.
This interactive workshop explored how to define your objectives, plan strategy, run operations and use tactics to get the most out of your projects by engaging with people through social media.
A quick introduction on the main aspects of creating a social media strategy for your brand. A version of this presentation was conducted as part of the Startups Without Borders 2020 Summit. You can watch the session here: https://www.youtube.com/watch?v=dBvTK5yKWWo&t=693s
Key points in this presentation:
- Social Media Content Optimization
- Who is your audience?
- How will you maintain the page?
- How will you scope your message?
- Terms in Social Media:
- 3 Golden Rules for SM Content
- Content Plan for SM
- Tips and Tricks
Presentation on blogger outreach and online PR to the Edinburgh Online Marketing Meetup group - a group of professional marketers, public relations pro's and SEO pro's.
How to build a kickass public interest campaign - for NAMACLyndal Cairns
Strategies, tips and tools for developing a successful public relations campaign - notes from a webinar by Lyndal Cairns for the National Alliance for Media Arts and Culture in September, 2014.
Learn what works for others & get ideas for your business.
Do you know that the internet can help your business grow but you don’t know where to start? Do you feel that you need to spend too much time or money to get results?
See this seminar to find out:
• The myths and realities of internet marketing
• How successful business use the internet to get more customers
•What you can do right now to attract and retain more paying customers
•How to avoid wasting time and money doing things that don’t work
For more visit: http://codesm.com
PR Bootcamp: Building Media Relationships & Maximizing CoverageNikki Little
This presentation teaches you the following: How to build strong media/blogger relationships, how to prepare for and nail the interview, how to maximize that great coverage and how to measure and show PR results.
How important is PR for your small company? how can you do it it in a cost effective manner? when do you hire an agency? how do you write a press release that resonates? Patrick Mork, Google Play's former global marketing head and a serial start-up marketer shows you the tips and tricks to effective PR strategies in this short, easy to read document
Like building a house, you want a solid foundation for your social media marketing efforts. This deck provides a high level look at what parts of the foundation you should have before just jumping in. A strong emphasis is on social media is not a stand alone strategy or tactic!
Always wondered how to grow your Personal Brand? Follow these practical tips to get the brand called You out there, use social media, public speaking and the media to your advantage
Short intro to PR - what it is, goals & measurement, purpose, different PR for different stage startups, how to hire an agency, writing a good press release, how to leverage social media in PR, Tips and Tricks. Tools, Links and useful references for startups and small companies.
From the traditional basics such as networking and press releases to newer tools such as social media and mobile websites, learn the low cost or no cost ways to take your business to the next level with better marketing.
Title: Brand Matters
In this 60 minute intro session, you will learn a general overview of how to create, launch and maintain your brand and why your brand awareness affects how much capital you will get.
- Why your brand matters and how it impacts your success
- Creating & defining your brand
- Launching your brand publicly
- How to build your brand on social networks such as Twitter, Facebook, & Linkedin
In following sessions we will dive deeper into each social network and discuss how to make the most of each social platform.
Care about learning 'The Social Enterprise of 2014' You will find this deck presented by Bhupendra Khanal (CEO, Simplify360) during Digital Marketing Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/
2. WHAT IS PR?
Good PR is about building and maintaining
professional networks.
This means not only working with traditional and non-
traditional media to obtain positive coverage: it
means working with influencers, your customers,
potential customers, and even your competitors to
get the good word-of-mouth that drives sales and
increases valuation. We enable our clients to connect
with their audiences on a deeper, more meaningful
level.
3. AND PR INCLUDES
Media relations
Analyst relations
Social media
Speaking opportunities/attendance at conferences – it is vital that
you have a clear plan for speaking opportunities at the beginning of
the calendar year. Many conferences require at least a six month
lead on speaking opportunities, and event sponsorship requires
months of preparation to maximize your exposure. Look to decide
on events early to minimize your costs.
Awards/competitions --apply early and often, and avoid any
applications that have up front costs or that require sponsorship. Do
your research and leverage your online fans to gain placement!
4. PR VERSUS ADVERTISING
Public relations differs greatly from advertising, yet is often
confused with it (especially in the US).
Effective PR can be less expensive and much more powerful than
advertising. However, you also have less control.
5. THOSE CRAZY AMERICANS
• Americans value straight talking and 'getting to the point.’
• Americans are not afraid of failure.
• New is good. Change is ever-present in American corporate life
and therefore so is the easy acceptance of new ideas, new
models etc.
• Many Americans have never left the US. Be prepared for a
parochial, American view of the world.
• Most professionals have a Blackberry, iPhone or smartphone
enabling them to check emails and reply outside of work –
something which is encouraged and expected
• US working hours are 24/7, 365 days a year. Americans are
‘always on’ – expect to receive emails from Americans on
weekends, vacations and holidays.
6. AMERICA – VAST AND VARIED
• Language, accent and behavior varies greatly
throughout the US
• Often people jump right into business – do not
take offense
• Email structure follows local oral traditions
• Suburbia & Middle America
• Local holidays/festivals/events (not all national)
• Dress and formalities are in flux (especially with
younger generations)
7. WHY RELATIONSHIPS MATTER
• Like in other aspects of business, who you
know can be just as important as what you
know
• A thoughtful introduction is extremely
valuable
• Speed, turnaround and tone of response
• Introductions are key but well thought out,
intelligent follow-through is paramount
• Finding the right contact at the organization
• StyleLikeU and Huffington Post Story
8. GO BIG OR GO HOME
Capturing the Media’s Attention in the US
• 62.6 million in France vs. 307 million in the US – your spend
must be relatively proportional
• Out-of-the-box conference/trade show tactics
• Launch parties
• Stunts and guerilla marketing (not just girls in bikinis)
• The ‘celebrity’ factor
• Philanthropy – what’s your cause?
*If done correctly, these activities lead to WOM buzz
• Myth of the viral video campaign
9. ATTENDING CONFERENCES
• It's not hard to build a community of supporters and a
reputation for yourself and the company from afar and then
to solidify the relationships with a few well-timed trips.
• Look to attend intimate and large-scale events alike such as
TechCrunch Disrupt in NYC or SF, attend meetups like the
North Brooklyn Breakfast Club, and the local NYC, SV/SF
events listed in Startup Digest.
• Finally, network with key American investors and influencers
when they are in Europe at conferences like LeWeb, The Next
Web, F.ounders and DLD.
10. THINGS TO THINK ABOUT BEFORE SEEKING
MEDIA ATTENTION IN THE US
Differentiation: Has it been done before, is your technology disruptive or a
refinement? Know thy competition.
Timeliness: Is it part of the news agenda in the US currently?
Impact: How does the story effect your industry, your competition –will it change
things in any way?
Proximity and education: How is it relevant to the publication you want to write
about it?
Controversy: Will it divide opinion, will it get people talking? Sex sells – is it
scandalous in anyway?
Prominence: Is there a well known person attached to the news? Who is quoted in
the release/any third party endorsement (market analyst or key influencer)?
11. HOW TO: KEY MESSAGES & A PRESS KIT
Key messages: the who what were when why and how of your company
•Limited to three to five sentences maximum
•Supportable with factual data or proof points
•Concise, clear, understandable
Company boilerplate: a concise overview reflecting the key messaging and features of your
company
Bios of key management: quick bios of your founding members, senior team, and investors
Testimonials: what do others have to say about your product?
Company fact sheet: a quick one page document describing your product, features, and
audience
For Internal Use: press Q&A: Answer all the tough questions ahead of time
12. BOLIERPLATE EXAMPLE – FACEBOOK & GROUPON
About Facebook
Founded in February 2004, Facebook’s mission is to give people the power to
share and make the world more open and connected. Anyone can sign up for
Facebook and interact with the people they know in a trusted environment.
Facebook is a privately held company and is headquartered in Palo Alto, Calif.
About Groupon
Groupon, launched in November 2008 in Chicago, features a daily deal on the best
stuff to do, eat, see and buy in more than 500 markets around the world. Groupon
uses collective buying power to offer unbeatable prices and provide a win-win for
businesses and consumers, delivering more than 650 daily deals globally. For more
information, visit http://www.groupon.com.
13. HOW TO: PITCHING TO US MEDIA
Pre-pitch:
• Get involved in social communities: Look for industry friends on Twitter, Quora,
and blogs.
• Get familiar with your writers: Use RSS feeds to track news in your industry. Read
and comment often.
• Get the press involved (provide specific high level outlets with exclusives and early
beta access. Get feedback before you launch).
• Watch your competitors: Google alerts works great for this.
• Use Klout, PeerIndex, LinkedIn, Twitter to research
14. HOW TO: PITCHING TO US MEDIA
The Actual Pitch:
• Email and Twitter are your best channels of communication.
• Tailor your pitch for each publication. Have they recently written about your
industry?
• Be friendly, concise and honest. Stay away from terms like “revolutionary”, and
don’t be afraid to mention competitors.
• Understand timing: do not pitch during industry shows.
• Begin pitching early in the week. No reporters open email at 5:00 PM on a Friday.
• Provide visual assets and video
• Confirm meeting times asap. Reporter schedules are often busy
15. PUBLIC RELATIONS TOOLS
Google Alerts
Google Alerts allows you to set up keyword searches for the name of your company or competitors,
for example, and receive updates in your email inbox or through an RSS feed.
Customscoop
A handy news clipping and tracking service, with the ability to easily generate reports and excel
docs on the fly.
Social Media Management
HootSuite and Seesmic are services that allow you to manage multiple accounts across all the
popular social media outlets.
TweetDeck is used to manage profiles across Twitter, Facebook, LinkedIn, MySpace, Foursquare and
Google Buzz.
Professional Solutions
Scoutlabs has a great clean interface and overall excellent features for volume trending, sentiment-
tracking, learning about key quotes (based on sentiment), and managing workflow for response
management
Radian6 is a powerhouse that gives you integrated workflow, alerts, sentiment, monitoring across
blogs, forums, news, Twitter, and more.