This document provides an overview of a PR boot camp on building media relationships and maximizing coverage. It discusses identifying media contacts and building relationships through online engagement. Developing key messages and preparing spokespeople for interviews is covered. The document also explains how to maximize coverage by sharing it internally and externally. Tracking results through metrics like new leads, traffic, and sentiment is presented as a way to communicate success. Case studies are included on relationship building and maximizing coverage.
Social Media Planning – Now that you’ve got your staff and board excited about social media, what’s next? Like most plans, it starts with a strategy, one that's based on a desire to build relationships. What does a social media plan look like? What are the key elements? Where should you dedicate your time and how can you make most of your efforts? This session will present strategies and tactics you can employ, and will touch on how it all ties into the communications plan you’ve already got.
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
Learn the essentials of building a documented content marketing strategy, from our Co-Founder and Chief Content Officer, Debbie Williams. Set goals and KPIs, develop buyer personas and an SEO plan, and map editorial content ideas to your buyer's journey. Filled with data, insights, and dozens of ideas for generating content ideas that will deliver results. www.sproutcontent.com
Social Media Planning – Now that you’ve got your staff and board excited about social media, what’s next? Like most plans, it starts with a strategy, one that's based on a desire to build relationships. What does a social media plan look like? What are the key elements? Where should you dedicate your time and how can you make most of your efforts? This session will present strategies and tactics you can employ, and will touch on how it all ties into the communications plan you’ve already got.
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
Learn the essentials of building a documented content marketing strategy, from our Co-Founder and Chief Content Officer, Debbie Williams. Set goals and KPIs, develop buyer personas and an SEO plan, and map editorial content ideas to your buyer's journey. Filled with data, insights, and dozens of ideas for generating content ideas that will deliver results. www.sproutcontent.com
You've used Facebook. You've heard of Twitter. Now it's time to learn how to create a fine-tuned social media strategy, so you can use Web 2.0 tools to connect with those who matter.
Presentation slides for a workshop on “eMail + Social Media Marketing for NonProfit Organizations” on July 19, 2012, hosted by the Edmonton Chamber of Voluntary Organizations and presented by Marilyn Jones of www.mediamag.ca
This is a Social Media Strategy for my personal brand. I highlight the tactics and goals I need for Facebook, twitter, Instagram and LinkedIn.
PUR3622 Social Media Management Summer A at UF prof. Lisa Buyer
5 Great Examples of CEO Thought Leadership Through Social MediaDavid Wesson
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Susie Bowie (Community Foundation of Sarasota County) and Tina Arnoldi (Coastal Community Foundation of South Carolina) designed and presented this fun and interactive session at the Council on Foundation's Fall Conference for Community Foundations in Charlotte, NC. Join the ride!
This is my personal social media strategy to increase my own personal brand on the internet utilizing the following social media platforms: Twitter, Instagram, Facebook and LinkedIn.
The Smart Guide to Working With Bloggers: A Compilation of Expert AdviceGerris
What’s InsideOne of the best ways to apply next level tactics to your own outreach marketing strategy is not to read another post where someone simply outlines steps that you should be doing and tactics you should be applying. Dull right?
This ebook is full of real examples and actionable advice from some of the best and most experienced marketers and communicators when it comes to working strategically with influential bloggers.
Examples Include:
A case study from InStyle Maganzine
Jeff Domansky’s (aka PR Coach) view on influencer relations best practices
Gini Dietrich explains how to PROVE blogger outreach success
And so many more gems that will be sure to help you take your work with bloggers to the next level!
Adding Social Media to Your Marketing Plan4Good.org
Around every corner you turn these days we hear about social media, bloggers, social networking. The list goes on and on. Using social media is just one tool for developing your organization’s fundraising and marketing strategies. Social media is an entry point and can be used as part of a larger plan to help you achieve your funding goals. Learn from existing success models about how organizations can raise tens of thousands and even millions of dollars through social media. Social media is here to stay. Taking some time to learn more about the multi-channel use of marketing your organization can have a long-term impact on the knowledge about and success of your mission.
Boost your presence on Facebook, Twitter, and LinkedIn. This webinar workshop will enable you to grow your brand, programs and business through the use of social media marketing.
Best Practices in Social Media for NGO's [Report]Social Samosa
As an NGO, your social media activities should aim at creating awareness, generating interest, encouraging sharing, and enlisting support and participationfor your initiatives.
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.
In this presentation I focus on the ever-changing landscape of social media. I give an overview of the heavy-hitters (Facebook, LinkedIn, and Twitter), discuss some strategies for social media, offer tips on how to build trust and debunk some popular myths.
You've used Facebook. You've heard of Twitter. Now it's time to learn how to create a fine-tuned social media strategy, so you can use Web 2.0 tools to connect with those who matter.
Presentation slides for a workshop on “eMail + Social Media Marketing for NonProfit Organizations” on July 19, 2012, hosted by the Edmonton Chamber of Voluntary Organizations and presented by Marilyn Jones of www.mediamag.ca
This is a Social Media Strategy for my personal brand. I highlight the tactics and goals I need for Facebook, twitter, Instagram and LinkedIn.
PUR3622 Social Media Management Summer A at UF prof. Lisa Buyer
5 Great Examples of CEO Thought Leadership Through Social MediaDavid Wesson
In the 2nd half of last year we undertook a social media audit for one of the leadership team of an Australian financial institution to help them build their personal brand online. As part of this work we thought we’d share with you 5 great examples of CEO thought leadership through social media +a bonus feature.
Susie Bowie (Community Foundation of Sarasota County) and Tina Arnoldi (Coastal Community Foundation of South Carolina) designed and presented this fun and interactive session at the Council on Foundation's Fall Conference for Community Foundations in Charlotte, NC. Join the ride!
This is my personal social media strategy to increase my own personal brand on the internet utilizing the following social media platforms: Twitter, Instagram, Facebook and LinkedIn.
The Smart Guide to Working With Bloggers: A Compilation of Expert AdviceGerris
What’s InsideOne of the best ways to apply next level tactics to your own outreach marketing strategy is not to read another post where someone simply outlines steps that you should be doing and tactics you should be applying. Dull right?
This ebook is full of real examples and actionable advice from some of the best and most experienced marketers and communicators when it comes to working strategically with influential bloggers.
Examples Include:
A case study from InStyle Maganzine
Jeff Domansky’s (aka PR Coach) view on influencer relations best practices
Gini Dietrich explains how to PROVE blogger outreach success
And so many more gems that will be sure to help you take your work with bloggers to the next level!
Adding Social Media to Your Marketing Plan4Good.org
Around every corner you turn these days we hear about social media, bloggers, social networking. The list goes on and on. Using social media is just one tool for developing your organization’s fundraising and marketing strategies. Social media is an entry point and can be used as part of a larger plan to help you achieve your funding goals. Learn from existing success models about how organizations can raise tens of thousands and even millions of dollars through social media. Social media is here to stay. Taking some time to learn more about the multi-channel use of marketing your organization can have a long-term impact on the knowledge about and success of your mission.
Boost your presence on Facebook, Twitter, and LinkedIn. This webinar workshop will enable you to grow your brand, programs and business through the use of social media marketing.
Best Practices in Social Media for NGO's [Report]Social Samosa
As an NGO, your social media activities should aim at creating awareness, generating interest, encouraging sharing, and enlisting support and participationfor your initiatives.
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.
In this presentation I focus on the ever-changing landscape of social media. I give an overview of the heavy-hitters (Facebook, LinkedIn, and Twitter), discuss some strategies for social media, offer tips on how to build trust and debunk some popular myths.
Sunshine Coast Business Expo 2013 - Is communication DEAD?Lisa Harrison
Communication is Dead. Right?
What does it mean to say that communication is dead? Surely this can’t be true? Let’s take a closer look…
Part of the philosophy behind what we do at POMO is the idea that certain types of communication are now in a state of decline and because of this, a new form of communication is emerging – what we call engagement.
Take one example – the newspaper industry. It’s a fact that the newspaper publishing industry is shrinking globally.
As Christopher Zara says of the situation in Amercia, “the hemorrhaging of advertising revenue has been the greatest challenge for newspaper publishers. According to the Newspaper Association of America, or NAA, total advertising revenues have declined by more than 50 percent in just five years, going from $49.3 billion in 2006 to $23.9 billion last year.” [2011]
We believe that underlying this decline is a recognition by marketers that today there are more effective ways to communicate a message than placing an ad in a newspaper.
Newspaper ads are, generally speaking, a classic example of a one-way communication. TV ads are another. Both reach a wide range of people from diverse backgrounds with many different interests.
It is often only a small fraction of these people who may be interested in the message contained in the ad and a smaller fraction still who are motivated to act because of it.
Marketers have realised that there are far more effective ways to pinpoint markets and deliver messages to people who are genuinely interested.
In our video about engagement we state that the audience has been replaced by the individual. Communities of individuals who we know and understand are ready to engage with brands in ways that were simply not possible just a few years ago.
Our philosophy at POMO is that one way communication is dead. Customer engagement is everything. Create, engage, succeed.
This is published by POMO – a creative agency specializing in customer engagement based in Brisbane and the Sunshine Coast, Queensland Australia
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Joanne Sweeney-Burke teachers you how to develop your Social Media Strategy in this course developed for Clare Local Development Company. Copyright to Digital Training Institute.
Presented during the Cagayan de Oro leg of TechCamp Philippines last March 2018.
This was for youth leaders supporting various organizations and causes.
Today’s business leaders are struggling to understand how to harness the power of digital marketing tools such as social media to improve their business results.
In this Content Marketing Workshop, we cover:
- Whether social media is a useful business tool or a waste of time
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- A case study of how one engineering firm used LinkedIn to send lead generation results through the roof
American Society of Regenerative Medicine - Dr Ravi Singh, M.A., M.S., PhD. Campaign Guru
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American Society of Regenerative Medicine Speaker Presentation at Annual Conference in Nashville, Tennessee
December 8-9, 2019
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B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
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PR Bootcamp: How to Build Media Relationships and Maximize Coverage
1. PR BOOT CAMP: HOW TO BUILD
MEDIA RELATIONSHIPS &
MAXIMIZE COVERAGE
WOMEN’S EXCHANGE OF WASHTENAW FORUM 2012
2. JACKI HALAS
Blue Cross Blue Shield of Michigan | @jacki_halas
Jacki has broad experience in the communications
industry, with her favorite disciplines being PR, event
planning and social media marketing. She currently
handles PR/event coordination and planning for
President and CEO Dan Loepp at Blue Cross Blue
Shield of Michigan. She is also actively engaged in the
company’s social media efforts.
She serves on the IABC Detroit and Heritage Region
boards and is a member of the National Management
Association. A proud Detroit and Michigan State
University alumna, she loves to travel, play soccer and
snowboard.
3. NIKKI LITTLE
Nikki Little | Identity | @nikki_little
Nikki Little serves as Identity’s social media
manager and is responsible for managing the
internal operations and growth of the social media
team. She also serves as an account manager for
several of Identity’s clients, focusing on integrating
social media strategy with traditional
communications efforts to help companies build
brand awareness, create new customer
relationships and grow their business. Additionally,
Nikki manages the content on Identity’s blog, ID
Tags.
Nikki is secretary of Social Media Club Detroit,
manages the bi-weekly Help a PR Pro Out
Michigan Report e-newsletter for communications
pros and is an executive board member of
Operation: Kid Equip, among other involvements.
4. WHAT IS PUBLIC RELATIONS?
Definition from the Public Relations Society of America (updated in 2012):
“Public relations is a strategic communication
process that builds mutually beneficial
relationships between organizations and their
publics.”
5. DISCUSSION
• Whether it’s you or someone else, do you have someone
on your team (internal or external) dedicated to PR?
• Have you identified goals and a strategy related to PR?
• Would you say you have good relationships with
media/bloggers who cover your industry?
6. CASE STUDIES WE’LL FEATURE:
• Jacki – BCBSM made moving 3,000 of its suburban
workers to downtown Detroit a positive, exciting
experience. Local businesses, civic leaders and political
dignitaries celebrated the unification of their Blue
campus and “homecoming”. This was a fully integrated
communications campaign with heavy emphasis on PR.
• Nikki – BRU Fest fundraiser. Identity helped launch
Children’s Leukemia Foundation of Michigan’s first
annual BRU Fest beer, burgers and wings fundraiser in
2011. The campaign included elements of media/blogger
relations, blogger/organization partnerships, social
media and paid media.
7. PART 1: HOW TO BUILD
RELATIONSHIPS WITH MEDIA &
BLOGGERS
8. BEFORE RELATIONSHIPS ARE CREATED:
• Create media/blogger wish list (use this to keep track of
relationships moving forward)
• Create a Twitter list to monitor them
• Search for competitor coverage (use tool like Newsle)
• Read their material before ever reaching out
• Determine where they are active online
• Determine how they like to be contacted – Is blogger PR
friendly? Does journalist seek story ideas via social media?
• Follow on Twitter, subscribe on Facebook
• Start commenting on articles/blog posts/social content
• Participate in industry chats (#journchat)
• Share their content
• Share company news as you have it or story ideas on
why you are relevant as an expert source for stories
10. AS RELATIONSHIPS DEVELOP:
• Continue commenting on and sharing content
• Engage in more casual online conversations
• Invite to coffee or lunch periodically (bring exec if
appropriate)
• Connect on LinkedIn and subscribe on Facebook
• Meet up at events and tradeshows
• Share relevant company news and product/service demo
opportunities
• Invite to subscribe to company
blog/newsletter/newsroom
• Keep master relationships list updated with meetings
and coverage
13. ONCE STRONG RELATIONSHIP IS
CREATED:
• Continue finding opportunities to connect and
share story ideas/company news
• Top of the list when new news to share
• Make them feel special and show you value the
relationship (VIP at events, behind-the-scenes
access)
• Always send a thank-you for coverage (email,
LinkedIn message, or small gift if coverage was
significant)
15. THINGS TO AVOID:
• Smothering and obnoxious follow up
• Only talking about you and your company when
you comment or respond on social channels
• Complaining publicly if you’re misquoted or the
story doesn’t turn out how you wanted it
16. GROUP DISCUSSION
• What challenges do you have when it comes to building
relationships with media and bloggers?
• Who owns the relationships (me, someone else on team,
PR agency, etc.)?
• How much time/resources can you/do you want to
dedicate to building and maintaining relationships?
• Which online channels make the most sense to use?
• If you don’t have it, do you think you need in-house or
agency PR support? Why?
• Who from the exec team conducts interviews? Does it
depend on the topic?
18. THE INTERVIEW – PREP
• If interviewee isn’t media trained, invest in media
training ASAP
• Get as many details about what reporter/blogger
wants to discuss as he/she will share
• Find out how much time person has, how long
interview will be and if it’s live or recorded
• Put together key messages/talking points (know
well, but don’t memorize word-for-word)
• Practice!
20. THE INTERVIEW – DAY OF
• Be relaxed
• Show emotion and enthusiasm, but don’t overdo it
• Make sure your voice is strong and words are clear,
particularly for broadcast
• Speak in soundbites
• Never look at camera unless you’re being interviewed
from a different location and you’re instructed to speak to
the camera
• Turn their heads – it’s your opportunity to educate the
interviewer and readers/listeners/viewers
• Record yourself if possible and play back to improve for
next time
21. THE INTERVIEW – WHAT TO AVOID
• Industry jargon
• Inappropriate attire – keep it professional
• Don’t get nervous or uncomfortable if there is silence
while reporter takes notes
• Saying “um” or “like” too much
• Stumbling over words and mumbling
• Sharing information you weren’t prepared to discuss –
nothing is off the record!
• Complicated explanations – people read at 6th grade
level
23. GROUP ACTIVITY
• Take a few minutes to think of the top 2-3 stories
you would like to see covered in the near future.
Now, add 2-3 key messages for each
• Share with your partner. Discuss: Are those
ideas newsworthy? Why are they relevant? Are
your key messages strong enough? Is there
jargon?
• Brave volunteer for mock interview
25. HOW TO MAXIMIZE COVERAGE
• Identify who would most benefit from seeing the coverage,
then determine vehicle/platform
• Share internally
• Reprints for new business opportunities, tradeshows and
events
• Include in new business pitches or follow up emails to
prospects
• Add to online newsroom
• Add to social channels (be diligent about this – not every time,
and customize message for each channel)
• Add to email signature
• Add to blog as a case study
• Link to coverage in executive bios
33. HOW TO MEASURE RESULTS &
COMMUNICATE SUCCESS
• Don’t rely solely on clips to communicate success
• No AVEs (ad value equivalency)!
• Good old coverage book – sections for proactive and reactive pieces,
break coverage into sentiment
• Show how coverage ties to your communication goals
• Quarterly/yearly overview of new relationships developed and
opportunities created (master relationships list)
• How many pieces of coverage included key messages
• New business opportunities/inquiries from coverage
• Google Analytics and Clicky – did media coverage bring traffic to site?
How did that traffic behave when on site?
• Share of voice – how much more is your company being talked about
online than your competitors?
• Did sales increase? Was event attendance met? Did public
opinion change?