11 Steps to PR in the Age of [In]Attention
•
1 like•292 views
PR in the Age of Attention - How to attract the right kind of attention in today's media. This presentation contains 11 steps to understanding the market, as well as tips & techniques to staying on top.
Recommended
More Related Content
Similar to 11 Steps to PR in the Age of [In]Attention
Similar to 11 Steps to PR in the Age of [In]Attention (20)
Recently uploaded
Recently uploaded (19)
11 Steps to PR in the Age of [In]Attention
- 4. We are mobile: 39 of top 50 digital news sites receive more traffic from mobile than desktop Audiences read content in their “stream” via app notifications, social media, email New content platforms are proliferating: Instant Articles, Twitter Moments, Snapchat Discover, Periscope, Apple News, etc. In 2015 roughly $10.7B was spent on native ads, up from $7.9B in 2014
- 6. INCITING MOMENT RISING ACTION CLIMAX / CHANGE FALLING ACTION REVELATION This simple storytelling structure has worked for thousands of years
- 7. Emotional Connection Credible Problem Solver Hero’s POV Hurdle / Old way of doing things
- 8. YOUR REVELATION THEME 1 AUDIENCE 1 THEME 2 AUDIENCE 2 THEME 3 AUDIENCE 3 3-5 Words Max 3-5 Words Max 3-5 Words Max
- 10. • Tired phrases that have lost their meaning: next generation, leading edge, disruption. • Overused words: disrupt, literally, leverage. • Nounification: “the ask, the solve.” • Cultural trends: on fleek, hot takes, hot mess, throw shade. You get the idea!
- 11. There are two ways to get news coverage: be part of today’s news or make your own. Smart PR people: • Situate stories within context • Convince CEOs to take meetings with young reporters • Remove marketing collateral from meetings • Make spokespeople quotable • Eliminate Powerpoints from briefings • Follow up • Find a good replacement spokesperson • Withhold advance briefings on reporters who break embargoes • Take no for an answer
- 12. 8 out of 10 read a headline, only 2 click through. Here’s how to increase CTR: • Words like “photo” and “who” • Bracketed info: [infographic] or [video] • Numbers and percentages • Keep it short: 80-100 characters (20 to 40 are even better) What not to do: • Use words like “easy,” “magic,” “cure” and “free” • Reference to reader with “you” or “your” • Use superlatives like “always”
- 13. A press release should read like a news story. Pick your target. Write like they do.
- 14. 1. Expect the reporter to know nothing 2. Know what the reporter covers 3. Know what’s happening in the news 4. Anticipate the questions 5. Write your answers 6. Practice 7. Use pauses and silence well. Don’t fill the space 8. Be yourself 9. Clarify 10. Follow up 11. Once the story appears, make sure it is on track
- 15. 1. Give them something they can use in your email. Don’t go for the phone call. 2. Use a conversational tone and include short points and sound bites. Add to the story, don’t write it. 3. It’s not about you. Remain vendor-neutral and share your point of view, not your product. 4. Be fast. 5. Say something useful/unique/contrarian or don’t do it. 6. Offer the big picture. It’s just as important to look ahead as it is to talk about the present.
- 18. “I think there’s a good chance that in five to ten years the Internet is going to look really different, just like it did five or ten years ago,” BuzzFeed Distributed head Summer Anne Burton. “And one of those trends might be that people consume media within the places where they’re also networking with their friends.”
- 20. • What are you trying to achieve? Leads, awareness, crisis containment? Tie metrics to the goals. • For leads, measure reach and engagement. • For awareness, measure sentiment and share of voice. • For conversation, measure influence. IS PR HELPING YOU MEET YOUR BUSINESS GOALS?
Editor's Notes
- The workplace and our culture are being transformed by millennials and a more diverse population.
- The media is almost unrecognizable.
- A great story much have these elements: Passion, yes your passion for your business, but more important is the market’s passion for your revelation. What is the hunger, the need in the market fueling your innovation? Hero – a hero must not only be passionate and capable, but a CREDIBLE problem-solver. We must root the hero’s POV in authority. Villain – without a villain there is no story. Who or what is your villain? And the revelation we talked about on the previous slide: the new world vision for possibility. Our imagining of the future.
- Now you need to tell your story – because telling it once in only one way won’t stick. It needs to reverberate through themes that appeal to your target audiences. Theme 1: the most relevant and close to your revelation. This should appeal to your most important audience. This is the theme we will repeat most frequently in our work together. It could be investors if fund-raising is the #1 goal, target customers If sales is critical, etc. The theme, notably, is an idea, not a tactic. It’s the how of your revelation for this audience, not the what. Theme 2: This theme is important, but less so than theme 1. It’s your #2 audience and theme 3 follows the same pattern. We repeat these with decreasing frequency to more targeted audiences and through more focused tactics. IMPORTANT: all of the themes MUST relate back to the revelation. There may be other things you want to pursue, but this is an exercise of focus. Anything that falls outside the fields of reverberation (the themes), is probably not something we should focus on right now. These themes will also shift over time, so we’ll revisit them with the quarterly planning process.
- Other suggestions: Don’t be surprised if the reporter knows a lot. Don’t read your answers.
- Know When More is Less. I’m talking about quality over quantity. Remember headlines like this, “Someone Left a Dog Outside During a Rain Storm…Then This Happened”? They don’t really work anymore. People got smart, or we’ve reached the saturation point. It doesn’t matter. Consumers are holding content to a higher standard because there’s so much of it we just can’t take it all in. Sure, you might get clicks with a great headline, but if the content stinks after that, no reader is going to stay and they surely won’t come back. First impressions matter.
- . Place Your Content in the “Stream.” The mobile explosion means that your content’s not going to find too many dates hanging out on your website all alone. It needs to get out there into the stream where people find their news, say Facebook (it reaches more people than free TV) or Twitter. But the stream is wider than that. LinkedIn Publisher’s 1 million contributors are finding big audiences there (read more tips from LinkedIn’s Caroline Fairchild). While you’re at it, put the content up on Medium, too, and get your blog on Apple News (submit here). Let’s not forget the email newsletter. Yes, I said email newsletter. They’re back (even Lena Dunham agrees) and they work.
- Measure Something That Matters. There is so much to measure – clicks, engagements, sentiment, share of voice, retweets, likes, shares, comments. It’s hard to know what to think about all of these numbers. What are we really trying to achieve with PR? Well, we’re usually trying to do drive sales. So first we need leads, and to get leads we need to broaden awareness so we should be measuring reach. Then we need credibility. It’s one thing to say something on your blog. It’s another to have the Wall Street Journal quote you saying the same thing so we need quality media coverage. Finally, we need the products of PR to be useful. If you can’t reuse the content for sales or your newsletter or a webinar or you name it, there’s no point in its existence. Great content and media coverage leads to the other things, namely interest and engagement; that’s what moves leads down the proverbial marketing funnel. The big question we should be asking is this: is PR helping you meet your business goals?