This document discusses how social media has changed public relations and marketing strategies. It notes that traditional media outlets are shrinking while social media platforms like Facebook, Twitter, YouTube, and niche websites are growing exponentially. The document provides tips for public relations professionals on how to utilize various social media platforms, incorporate search engine optimization tactics into press releases and online content, and offers dos and don'ts for effective social media and publicity strategies. It also briefly describes some visual publicity stunts the author has implemented for events.

1. Putting Public Relations Back In Your Marketing How Social Media Has Changed the PRGame

2. Melody’s Ad Works, Inc. Melody Brunsting President 21 Years in business 15 Years promoting the Temecula Valley Balloon & Wine Festival 11 Years Producing & Promoting events in Old Town Temecula Chairman of the board 1998 for TV Chamber of Commerce and started the Temecula Valley Convention and Visitors Bureau Winner of IFEA Gold Pinnacle Awards for Best Press Kit, Media Stunt, Bronze for Rack Card Winner for numerous Calfest Spirit Awards for Marketing Campaign, Media Kits and Rack Card. 2007, 2008, 2009, 2010.

3. The Age of Engagement The People Formerly Known as the Audience Traditional Media Shrinking Outlets Social Media Expanding Exponentially Late 2009 25-30 million Twiter Users 350 million worldwide Facebook users Myspace-transformation but still 90 million 7 billion Youtube videos a month. Niche content communities like Reddit, Digg, Buzz – 55 million unique visitors compared to CNN.com 30 million.

4. Marketing & PR IndustryToday Vocus Survey late 2009 of Public Relations professionals: 51% would invest in new technology or social media for PR in 2010 63% would innovate more efficient processes 80% would focus more on Social Media 63% would focus more on Video and Multimedia 57% would focus more on SEO

5. PR Role with New Media Social Media Influencer: Understand the landscape and the Dynamics Market analyst/expert: Hear what people are saying Web marketer: Learn to think about integrated web 2.0 marketing Customer Service Representative: Become a part of customer service Relationship marketer: Foster and grow relationships in communities Viral marketer: Learn the nature of viral communication Listener: Listen to become a conversationalist

6. The Law of Fertilizer Choose carefully the best media to reach maximum number of customers Mix New Media (Social Media) with Traditional Media Limit your focus Don’t Shout on a Rotating Message Board Engage, Entertain, Educate, Learn

7. Maximum Effectiveness KNOW YOUR CUSTOMER – and where to find them. Analyze Niche Markets, Core Market, Communication styles and Media usage. Develop a 1 year plan defining purpose, goals and desired outcome of program. Develop a six-month timetable Match all publicity, marketing and advertising efforts with the target audience.

8. Which Media & Why E-blasts Blogging Isn’t Dead, Just Re-incarnated Social Networks Do It Yourself Networks (Ning) Microcommunities (Twitter, FriendFeed, Plurk) Microblogs (Tumblr, Posterous) Micromedia/subsets like Seesmic, Twitvid, Twitpic

9. Which Media & Why Forums (Google Groups, Yahoo Groups) Business networking (LinkedIn, Plaxo) Reviews & Ratings (Yelp) Location (FourSquare, Google, Twitter/locate) Video (Youtube, Metacafe, Blip.tv) Social Bookmarks (Delicious, StumbleUpon) Crowdsourced news (Digg, Reddit, Yahoo!Buzz)

10. Internet News & SEO Research Keywords, Phrases most frequently searched pertaining to city and event Write all blogs & press releases with Search Engine Optimization in mind. Incorporate Key Words from your Website Incorporate links Your Website Information Channels & Support Expert Advice/Specialists/Respected Opinions

11. Press Release SEO Include Keywords and Phrases in all Press Releases Include Links to pertinent websites Boiler Plate At end of press release with basic date, contact info, website info. Extra Contacts & Links: Include Video, Blog, Facebook, Wiki, and Twitter links

12. Incorporate SEO Tactics Press Releases Online New Room Letters to the editor Media Kits Newsletters Blogs E-blasts

13. Get The Word Out! Consider using PR Web or PR Newswire at least once. Refine Contact List – (Subscribe to contact list, or quarterly updates) Give ‘Em What They Want & Need Press/Photos/contacts, EPK and b-roll, video, audio. Utilize All Available Pertinent Outlets & Contacts Don’t Sell Ice to Eskimos

14. Publicity dos and don’ts Do not over keyword or link Do not send local news to major networks Do not send travel info to business trades Do not call, pitch, then send poorly written press release Do not WHINE …. PROMOTE, PROVIDE, ENTERTAIN

15. Social Media Dos & Don’ts Don’t Shout – Inform Respect the Social Media Manners Engage, Listen, Respond, Resolve Ostrich Syndrome Will Kill You Do NOT ignore a negative comment - respond Be authentic, be honest Be prepared for 24/7 Monitoring

16. Dos and Don’ts Do create unique opportunities for media and stringers – Exclusives, Visuals, Unique Experience Do Send Food News to Food Editors, Entertainment News to Entertainment Editors, Headline info to Concert Hotlines Do create separate press releases for different media genre Do write press release with all Who, What, Where, When, Why, Contact Info, Boiler Plate, links for additional info and website links. Do proofread, re-read, proof read and post in online press kit Do revise, shorten and post on blogs Do include photos, photo CD or links/contacts for photos

17. Stunts & Visuals

18. Bungee Bob

19. New Event Temecula Grape Drop New Year’s Eve First time event, 2,000 viewed 9 p.m. Drop, 4,000 over evening. Yes this year 2010

20. For More Information Fill out form and mark what hand outs you want emailed. Follow my blogs: Melodysadworks.wordpress.com or Mediamaharishi.wordpress.com Visit www.Melodysadworks.com Follow me at twitter.com/melsprwrks Call or text (951) 252-5649 Email – Melody@temeculacalifornia.com Follow my events: Twitter.com/SocalWineCntry Facebook Temeculaevents, blog Temeculaevents.owrdpress.com &