The document discusses the evolution of public relations, highlighting the significant impact of social media on traditional PR practices. It presents a case study of the Simon Foundation’s successful use of PR strategies to promote a scholarship program, demonstrating the importance of integrating traditional and digital media. The document emphasizes the need for clear objectives, strategies, and measurable outcomes to engage audiences and improve brand awareness through both PR and social media efforts.

1. The Convergence of Old School
and New School Public Relations
Presented by
Kim Sherman, Principal & Founder, Echo Media Group
Rebecca Markarian, APR, Social Media Director

2. State of the Industry
Ten Years Ago… Would You Have Dreamed?
More than 2 Billion People A Day Would View Posted Videos?
500 Million Users Would Participate in an Online Community Sharing Posts,
Commenting on “Walls” and “Liking” Various Groups and Causes?
•More Than 55 Million “Tweets” A Day Would Go Out?
These New Platforms Would Challenge Traditional Media and PR as We Know It?

3. State of the Industry
Media News Releases Blogger
Relations Tweets & Posts
Relations
Video News Social Media
Media Tours Digital Assets
Releases Campaigns
Media Events Speaking Opps Tweet-Ups Podcasts &
Webinars

4. Old School PR
Traditional PR Still
Plays a Vital Role in:
• Building Awareness
• Influencing Publics
• Establishing Credibility
• Relationships with Media
• Communicating Your Story
• Improving SEO

5. From Orange County to the White House
Case Study

6. Simon Foundation
PR Need
– Promote a New and Unique 6-year Scholarship Program
– Support Its Goal to Go National
Traditional PR Tools
– Strategic Media Outreach Program Including:
 Media Exclusives
 Benefactor Profiles on Ron Simon
 Student Profiles

7. The Simon Foundation Highlights
Building the Local Campaigns Provided
the Platform to Go National….

8. The Simon Foundation Highlights
• In less than 7 years, the Foundation has awarded more than 425 scholarships
valued in excess of $14 million.
• They have opened chapters and Simon Scholar Certified High Schools in:
• Orange County
• San Diego
• Santa Fe
•Albuquerque
•Atlanta
• In 2010, the Simon Foundation announced their partnership with Gen. Colin
Powell’s America’s Promise Alliance to take the program national, starting with a
Simon Scholars candidate chapter in Washington, D.C.

9. Taking Advantage of the Media Landscape
• Time-Strapped & Limited Traditional Media Staff Present
Opportunities for:
– Submitted Materials: Byline Articles, Tip Sheets and Sidebars
– Visual Aids: Photography and Video
• More Story Syndication: Find a Journalist that Writes for the Wires!
• Become the Authority on a Topic
• Utilize new FREE tools like H.A.R.O. (Help A Reporter Out)

10. Understanding the New Media Landscape
Know where the media gets their news?

11. Getting Social
Putting the PUBLIC back in Public Relations

12. What can NEW PR do for you?
Improved Improved
Stronger brand
company customer
awareness
perception service
Build stronger Quick Stronger
relationships response times partnerships
Improved SEO
(Search Engine And more!
Optimization)

13. How does social media fit?
It should be an INTEGRATED part of ALL
of your marketing efforts.

14. Creating an INTEGRATED Program
Communications
(PR & Social
Customer Service Media)
Sales Advertising
Marketing
Events
Collateral

15. Establish the Goals
Help you engage with audiences and develop deeper relationships
Leverage all of your current efforts and make them work harder
Take advantage of new tools to gain insight and engage directly
Aid in organically improving SEO
Reach new audiences
Build awareness for your brand and mission

16. Define the Audience
Who will we reach out to and how do we find them?
Donors Partners Media Clients/Customers
• Existing Donors • Existing partners • Traditional • Existing
• New Donors • New Partners • Non-traditional clients/customers
• New
clients/customers

17. Set the Objectives
These must be SPECIFIC, REALISTIC and MEASUREABLE.
Generate 100 potential new donor leads per month through PR and Social Media
Consistently grow social media network by 10% each month
Consistently grow active engagement by 10% each month
Secure targeted media (both traditional and non traditional) placements that reach approximately
500,000 potential donors per month
Grow traffic to corporate website by 20% year over year

18. Outline the Strategies and Tactics
How are you going to achieve each
PR & Social Media
objective?
Advertising
Think through ALL of the possibilities:
– Events
Email Newsletters
– Current marketing activities
– Upcoming opportunities
Partner Marketing Materials
– Trends in the news
Web site

19. Get Everyone On Board
Make everyone invested and accountable for the success of the program.
Don’t be “that crazy guy.”

20. Measure & Report
Depending on the data you collect, you an create a variety of reports for your
team.
Here are some of the things we include:
 Executive Overview: highlights of your engagement activities
 Results by the Numbers:
 Number of impressions
 Number of engagements
 Leads generated
 Volume of conversation
 Sentiment analysis
 Trending words and phrases
 Influential sites, bloggers and tweeters
 And more!
 Analysis of Performance: measurement against specific objectives

21. Learn from the Results
Keep what worked.
Change or eliminate what didn’t.
Explore the opportunities uncovered.

22. PR Toolkit
Download it for FREE at:
Facebook.com/EchoMediaGroup
714-573-0899