The document discusses modern public relations strategies, emphasizing the importance of storytelling and relationship-building in the digital age. It differentiates between hard news, soft news, and feature stories, highlighting the need for a clear plan and objectives when engaging with media. Additionally, it encourages using social media to connect with audiences and promote PR efforts effectively.

1. PR: Beyond the Press
Release
Adventures in using new media to tell
your story and find your audience
Tweeting This? #PRtips
@Mandy_Vavrinak

2. What’s the Goal?

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 Attitudes
O Thinking Long Term
O PR isn’t just about “getting ink” anymore

4. Newsroom Reality

5. The Package & The Pitch
O Desired audience and goal
O “Hard News” – immediacy, info-driven
O Facts first, then impact and effect
O “Soft News” – More people & community
focus
O Lead with impact, still fact-driven
O “Feature” – People & emotion driven
O Lead with outcome, effect or emotion

6. Relationships Matter
O Relationships get you attention
O
Follow, friend, subscribe, watch, comment
, tweet, share
O Social Media is a shortcut to building
relationships with media
O Make the job easier
O Details available online is a welcome thing
in most cases

7. Online PR

8. Online Results

9. Offline Results

11. Pitchengine.com

12. Pitchengine.com

13. Better Than Email or Word

14. Quality vs Quantity

15. Pitch Perfect?
O Use the online tools you have
O Remember the digital half-life of stories &
press
O It’s not just about the press you get today
O Have a clear plan and objective
O Connect purposefully in advance
O Connect personally when you pitch

16. Questions?
Twitter @Mandy_Vavrinak Facebook: it’s
obvious, right?
http://mandyvavrinak.com LinkedIn: Yep, same name
Email me: mvavrinak@mac.com