Social Media The World Of Public Relations


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Tips for getting the media presence you want for non-profit companies by traditional marketing and social media.

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Social Media The World Of Public Relations

  1. 1. Public Relations & Social Media for Non-Profits Community Leadership Connection May 1, 2010 Kristin & Jeff Lucido
  2. 2. Welcome! Quick Poll: How many have issued press releases? How many have invited media to an event? How many were pleased with the media coverage that resulted? How many have started a Facebook/Twitter account?
  3. 3. Why Public Relations? Public relations is considered more credible than a paid advertisement Creative PR can complement a marketing plan to create buzz and build momentum PR can position your organization as a leading authority in the community Print media -- older, more expensive, declining readership Radio -- targeted approach based on demo and format Internet -- focused approach based on niche
  4. 4. Public Relations Planning Objective: what do you want to communicate? Target Audience(s): to whom are you communicating? Key messages/prepping your spokesperson: what will you say; think sound bites Tactics: press release, media alert, media briefing, media event, press conference Timeline: when and where? Measurable Results: earned media results
  5. 5. Public Relations Tools Updated media lists Press releases Media kit (organization overview, history, fact sheet, leadership bios) Photos, video, graphics (web accessible/easy download) Website (place all on your site as soon as you release it)
  6. 6. The State of Today's Media Overworked, tired or on furlough Smaller staffs, more beats per reporter Getting beat by bloggers for breaking news It’s a 24/7 news cycle encompassing all forms of digital communitcation
  7. 7. Think like a reporter Localize a national story with your expert Tie your news to the economy Be proactive and offer a good story/interview Know the media you are pitching; watch and read Package the story; make it easy for the reporter
  8. 8. Create your own Digital Media Network Set up your network: Facebook, Twitter and LinkedIn Educate your audiences on how to access your Network; offer exclusive incentives Keep it fresh and new to engage audience with photos and timely news Tools: Select the social media platforms you will use. You DO NOT need to use them all but use them WELL. Team: Who is going to manage the network? Who will be the face of the network? How will you continue/enhance your message via the network? Plan: Create an editorial schedule for your network so you can effectively manage it. Measure: Keep track of your efforts with a scorecard. Measure the fans, followers, video views.
  9. 9. Social Media's Reach Facebook 400 M registered members, 50% active any given day 100+ M mobile users, twice as active as non-mobile members Average user has 130 friends Twitter 105+ M users 50 M tweets per day LinkedIn 65+ M users
  10. 10. What is Social Media? Tools that help people everywhere to connect in real time, engage in real conversations, and share relevant information with each other. Social media is about conversations!
  11. 11. What Social Media Is Not Quick and easy Your entire online strategy The ultimate fundraising tool Just a promotional tool
  12. 12. Why bother? Well, you have to . . . Fosters transparency Gain a new audience Control your brand
  13. 13. 5 Rules of Social Media 1. Listen. It's not about your organization. It's about people's relationship with you. Listen before you speak. 2. Get Involved. Social media is about conversations and building relationships. It takes effort and time. Don't just talk about yourself. Be inspiring. 3. Give up control. You can't control the conversation. If you want people to spread your message, you have to trust them. 4. Be honest. You can't spin the truth with social media. Be open, honest and authentic in everything you say and do. 5. Think long term. Don't expect immediate, easily measurable results. It takes time to build trust and make connections.
  14. 14. Questions? Kristin Lucido Jeff Lucido Resources ... we have just scratched the surface. If you are interested in more in-depth practices and examples please email Jeff.