How to use social media as part of the PR mix in an arts organization.

1. Publicity in
the digital age
the changing face of pr
Ceci Dadisman
E-Marketing Communications Manager
Palm Beach Opera

2. Who is ceci?
 E-Marketing Communications Manager @
Palm Beach Opera
 Also manages PBO’s PR
 Professional classical singer
 Arts marketing consultant
 Digital marketing nerd
 Pittsburgh Steelers & WVU Mountaineer
fan

3. Houston
Palm beach,
we’ve got a
problem…
 Firing of ALL of the arts writers for the
area’s largest paper
 No coverage AT ALL from the area’s next
largest paper
 An overworked arts writer at the area’s
third largest paper

4. Question:
Do I really need to add
social media to my PR
methods?

5. Answer:
YES! YES!

6. But don’t forget about
this one very
important thing…

8. GO TO WHERE THE PEOPLE ARE
LISTEN AND REFLECT
The new
INVITE SMALL ACTS OF
marketing
funnel
ENGAGEMENT
RESPOND AND INVITE
LARGER ACTS
 Applies to PR
rinse &  The gist of the matter: people are
repeat communicating in different ways
Paraphrased from an interview statement by Katya Andresen

9. Are your
releases
optimized?
 Social media release
 Active links
 Embedded photos & logos

10. Social
media news
release
 PitchEngine.com
 Multimedia content
 Easily searchable and link-able

11. How you
email
matters
 Mass emailing from Outlook = no good
 Track opens and bounces
 Constant Contact/iContact

12. The death
of the
newspaper
 Arts blogs
 Word of mouth
 Social media impact

13. The rise of
the arts
blog
 Same clout as mainstream media
 Very targeted viewership
 Advertising space

14. Tweet
tweet
tweet
 Following members of the media
 Engage in conversations
 Specialty sites or feeds

15. Journalists
are people
too…
 Engaging online
 The power of chit-chat
 Follow-up

16. The power
of the tag
 Direct brand awareness to media outlets
 Make it pertinent
 It goes both ways

17. But you know what
they say: The proof is in
the pudding…

18. http://clikhear.palmbeachpost.com/2011/life-style/music/backstage-
on-stage-palm-beach-opera-presents-tosca/

19. http://bcove.me/qrigvryi

20. Ta da!
We experienced a 20%
increase in coverage…

21. Connect
with me
 www.pbopera.org
 561.835.7550
 cdadisman@pbopera.org
 @palmbeachopera
 Facebook.com/palmbeachopera
 @cecidadisman
 www.cecicreative.com