1. PR: Productive New Methods
In New Media
Presented by:
Jessica Lyon, Vice President
Danielle M. Cyr, Director of Social Media

2. Our Philosophy
Be selective
Be strategic
Be realistic
Be present
Be consistent
Be creative
Then. . . become integrated!

3. On- and Off-line, the Basics Still Apply
• Meet people where they are
• Know your audience(s)…and your unintended audiences
• Mind your manners
• Look for natural conversation starters
• Be authentic
• Build a relationship
• Build loyalty

4. What’s New?
I. Inbound Marketing
II. Crowdsourcing
III. Social Media as a Media Relations Tool

5. What is Inbound Marketing?
Unlike traditional ‘push’ marketing, Inbound Marketing pulls
in audiences by offering information that they are already
interested in. This information is often available as a
downloadable paper or e-book and these leads may be
nurtured through an online marketing program that aims to
convert prospects into customers.

6. Why Businesses Should Use
Inbound Marketing Techniques
• Sharing intellectual property builds trust among clients and prospects
• Makes advertising more action-oriented
• Generates leads for the sales team to follow-up with
• Makes the company’s website more dynamic and engaging
• Allows companies to easily measure success

7. Key Components
of an
Inbound Marketing Program
• Optimized website
• Downloadable incentives
(whitepapers, toolkits and e-books)
• Compelling calls to action
• Robust blog

8. Integrating Existing and Inbound
Marketing Efforts
• Include calls-to-action in your e-communications
• Include calls-to-action in your blog posts
• Embed QR Codes in tradeshow collateral that link to landing pages
with downloadable offers unique to the show
• Create landing pages that drive audiences to action that coordinate
with your online, print and broadcast advertising campaigns
• Develop email ‘lead nurturing’ campaigns for contacts you meet at
networking events

11. Crowdsourcing
for Business

12. What is crowdsourcing?
Outsourcing that makes sense.

13. Crowdsourcing and Content Creation
• Create a whitepaper featuring success
stories from a target vertical market. Ask
each client to contribute their story as a
chapter.
• Designate a weekly blog ‘column’ to
strategic partners
• Host video submission contests

14. Crowdsourcing Challenges
• Organizing groups takes time
If you want 525 members of your trade organization to rally behind a
common cause, it isn’t going to happen overnight.
• Communities need to be managed
If you have a forum of a couple hundred staff from your corporate
volunteerism program coordinating future projects, they need
guidelines and parameters.

15. Crowdsourcing Success
• In 2010, the Pepsi Refresh initiative
was a trailblazer in crowdsourcing
• Win-Win for Pepsi and the
community
• Program was expanded to Canada
• Rules had to be modified to address
fraudulent voting; Pepsi transitioned
to having community managers
monitor online voting to prevent
recurrence

16. Social Media
as a
Media Relations Tool

17. The Basics
• Know how reporters like to be pitched
• Monitor
• Build a relationship
• Be succinct
• Be relevant
• Don’t tweet, DM or message during deadlines
• Be a source and a resource

18. Tools for ‘Social’ Media Relations
•Twiangulate – helps you discover the
connections among your Twitter followers
that can help you connect with journalists
that you want to build relationships with
• Muck Rack – monitor trending topics
among journalists and see who’s writing
about what through an aggregate of
journalists Twitter streams

19. Thank you!
Contact us:
Jessica Lyon Danielle Cyr
@JessLyon @DanielleCyr
860.676.4400 860.676.4400
jessica@cocommunications.com danielle@cocommunications.com