The document discusses public relations and how to use earned, owned, and paid media to influence opinion through storytelling and messaging. It emphasizes building relationships with media and influencers by understanding their audiences and providing compelling, consistent stories across news releases, blogs, social media and other owned channels. It also stresses measuring engagement and feedback to evaluate the effectiveness of messaging and adjust strategies over time. The goal is to build credibility and treat audiences as part of the community through consistent, multi-channel communications.

1. Chris Nahil
Message & Medium
Communications and Marketing
October 25, 2013

2. 
“The influencing of opinion through content”
 Larry Weber, Chairman, W2 Group
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Earned vs. owned vs. paid media and content
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PR
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≠ “press release”
Education, message control, condition
influencers and decision makers
Story telling on a dynamic scale
 So, yes, you do need a story to tell

3.  News
releases
 Features
 Events
 Speeches
 Presentations
 Video, audio,
graphics
 Bylined articles
 Individual pitches,
exclusives
 Customer
stories
 PSAs, calendars
 Internal
communications
 Financial
communications
 Government
 Community

4. Blogs
LinkedIn
Twitter
Facebook
YouTube, Vimeo
Instagram, Flickr,
Photobucket
Tumblr
Slideshare
Quora
FourSquare
Pinterest
Google+
Wikipedia
Social games

5. Listen
Share
Engage

6. Story and Messaging
Relationships
Content
Measurement and Feedback

7. 
Story is built on messages
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Who are you?
What do you deliver?
Who do you do it for?
Why do you do it better than others?
Why are you different?
Why should we care?!
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Compelling, credible, consistent
Good messages:
Not what you do, what you do for others
Magnify strengths (credibly)
Diminish weaknesses (credibly)
Adjust to accommodate change

8. 
Focus on small number of important outlets
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Understand writer/editor
◦ Where is your audience and how do they consume info?
◦ Media, bloggers, influencers
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Think like them and their audience
What do they like, dislike?
Hot button topics, consistent themes
Context
“Stalk” and connect via social media
Events
Network – nothing beats face time.
Casual, low pressure
Build a relationship, don’t assume
The easy stuff: Know deadlines and preferred modes of contact
Ask media to moderate panel discussions, seminars, Web chats
Always keep in mind the “so what?”
Communicate…create conversations…earn their trust

9.  Create
 Curate
 Request
Be relevant, provocative, informative
 Don’t make your content only about you
 Use multiple media as often as possible
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10. 
Choose goals
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Message playback
Web traffic
Engagement levels
Influencers and followers
Select a metric and a method; collect data
◦ Alexa, TrackMaven, RavenTools, SproutSocial,
Google Alerts, Google Analytics, KISSmetrics,
Traackr, eyes and brain.
Analyze you data
Adjust your program as needed

11. PR+Social: Provides a holistic approach to marketing
Message integration, reinforcement, amplification
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To Do List:
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Build relationships with media, influencers
Make sure basic SM profiles are complete
Make a calendar
Build all communications for social shareability, SEO, multimedia
Blog and comment regularly
Claim Twitter handle, use daily
Share Graphics
Explore YouTube or Vimeo channel

12. 
Commit to CONSISTENCY
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Be credible and creative
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Treat your audiences as part of the family
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Earn your reputation as a trusted source of
info and perspective