Social media has added a new layer to public relations. This presentation covers digital PR strategies and tactics, as well as specific tips to innovate best practices. Initially delivered for a Thomson Reuters webinar. Looking for a PR speaker? Contact Heather Whaling to see about presentations for conferences and workshops. heather[at]gebencommunication.com

1. a fresh approach to best practices:
Digital PR
Heather Whaling
heather@gebencommunication.com
prtini.com • @prTini
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2. The Geben Approach
• Innovate best practices
• Integrate traditional & digital PR
– Generate awareness, drive sales, influence
opinion & recruit customers
• Communicate the right message to the
right audience via the right tools
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3. tweetable tip:
Combine traditional & digital PR to drive business results
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4. social strengthens media relations
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5. Changing Definition of Media
print & broadcast journalists • bloggers • online news reporters • vloggers •
podcasters • amateur photogs • facebook admins • YouTube “haulers” • twitter
“celebrities” • pinners • writers/freelancers • … anyone with an audience??
tweetable tip:
TIP: Anyone can be media, but not all media are journalists
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6. Social + Media Relations
• More outlets
• Better research
• New relationship-building opportunities
• Bypass (some) gatekeepers
• If you're not quick, you're not relevant
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7. Tech-Savvy Journalists
• 81% of journalists are on Twitter, with 75% of
them using it for work
• 91% of journalists believe their reliance on
social media has increased
• 33% of journalists use social media to find
sources
• 80% of journalists believe their newsrooms
encourage the use of social media
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8. Why Blogger Relations?
• 89% of journalists research story ideas
on blogs
• Social media and blogs dominate
Americans' time online (23%)
• Tumblr grew 168% year-over-year
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9. Building Stronger Relationships
• Update media lists with Twitter handles
• Twitter Stalking: Create & monitor
Twitter lists
• Subscribe to Facebook pages
• Join LinkedIn groups
• Create Newsle alerts
• Follow/like on Google+, Quora,
Instagram, Pinterest, etc.
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10. Social Research = Better Pitches
• Highly targeted lists
• Access to reporters
before, during and after
the pitching process
• Spot trends to create
story opportunities
tweetable tip:
Research social media to create smarter media
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pitches

11. Social Amplifies Media Coverage
• Socialize the clip
• Create companion content
• Parlay into content for blogger relations
• Incorporate into other communication
materials
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12. Crowdsource Product Development
Challenge: needed to break away
from “commodity” products
Solution: Sparks Innovation Center,
supported with PR, marketing, social
media, advertising
Results:
• 17% company growth
• 37% new sales growth
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13. The Power of Niche
Challenge: Launch a new social media management tool,
targeting key niches (sports, retail, restaurants)
Solution: Embargoed launch, targeted media/blogger
outreach, create sharable content
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14. sharable content
Results:
• Customer growth
exceeded
expectations
• Major news coming
this fall … stay
tuned!
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15. Own Your Story
• Social media release
• Add social sharing to the launch timeline:
– Facebook and Twitter “drip” campaigns
– Identify when & how news can be shared online
– Provide sample posts
– Internal communication is critical
• Coordinate with high-profile supporters
• Update closed/secret Facebook groups
• Monitor online conversations on FB, Twitter, Quora,
blogs, etc. Respond as appropriate.
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16. Heather Whaling • @prTini
heather@gebencommunication.com
subscribe: bit.ly/prTini
Disrupt the status quo.
Build awareness.
Acquire customers.
Excel in the social world.
Increase sales.
Innovate best practices.
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