WORKING WITH NEW MEDIA
Bonnie Harris
Wax Marketing
EXPERIENCE
 16 years in technology
 8 years in communications
 Specialize in blended strategy
 Clients include medium-...
NEW MEDIA
 Bloggers
 Mom Bloggers
 Freelancers
 Community Sites
 Twitter
 Review Sites (amazon, goodreads, etc)
BLOGGERS
 Read their blog first
 Engage with them before you pitch
 Gain credibility for your own social media
 Ask pe...
MOM BLOGGERS
 Don’t be condescending
 More than anyone else, build a relationship
 Work the moms like a network
 Look ...
FREELANCERS
 Dealing with much looser editorial guidelines
 Tend to use same sources for multiple stories
 Like to have...
TWITTER
 Engage, don’t post
 New media and traditional media
 Twitter directories and twollow
 Hashtags
 Twittermoms....
RESOURCES
 Alexa.com
 Mediabistro.com
 Pitchengine.com
 blogfrog.com
 Momlogic.com
 Blogher.com
 cision
ADVICE FROM TWITTER
 read blog and deal 1-2-1 and ask: some may
like getting news at the same time as
journalists and som...
Bonnie Harris
waxmarketing@gmail.com
@waxgirl333
http://blog.waxmarketing.com
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Ust10.26

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Presentation on New Media Public Relations to St. Thomas graduate students 10.26.10

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  • Lorin found me because I was speaking at the MN Blogger conf. recently. Many of my friends were in horror – there’s a lot of terror involved with working with new media. Tdday I’ll talk about the do’s and don’ts of working with bloggers and writers for websites.




  • Examples: Blue Zones (NYT bestseller) Nat Geo, Yale first viral video campaign – people come to me when they want to integrate an online strategy along with traditional media. Sometimes I work on a team, sometimes I do the whole thing. Worked with celebrities as well including Bode Miller, Ralph Nader, Jon and Andy Hillstrand, etc. Also still do a couple traditional events
  • The difference in new media is that you engage the writer or journalist in many different places. Twitter, conferences, community sites, etc. Define each. I do NOT mean the online portion of a traditional media. Those I approach in pretty much the same way as I approach traditional. .
  • Perez Hilton and the bunny slippers, VIP invitations for Blue Plate, certain industries where print trades have failed have become MORE influential online.
  • Know this market…
    They love events…Lian Dolan lexus event….Clinton at Edelman and bartthedumpsterdog.com
  • Alan Caruba, Elizabeth Weiss
  • Ust10.26

    1. 1. WORKING WITH NEW MEDIA Bonnie Harris Wax Marketing
    2. 2. EXPERIENCE  16 years in technology  8 years in communications  Specialize in blended strategy  Clients include medium-sized companies, publishers and online venture  BS Economics, U of M, MS Comms, WVU
    3. 3. NEW MEDIA  Bloggers  Mom Bloggers  Freelancers  Community Sites  Twitter  Review Sites (amazon, goodreads, etc)
    4. 4. BLOGGERS  Read their blog first  Engage with them before you pitch  Gain credibility for your own social media  Ask permission to pitch  Don’t send a press release or template pitch  Provide multi-media  Give them exclusives
    5. 5. MOM BLOGGERS  Don’t be condescending  More than anyone else, build a relationship  Work the moms like a network  Look for influence rather than traffic  Use events  Pitch products through a network like BlogHer
    6. 6. FREELANCERS  Dealing with much looser editorial guidelines  Tend to use same sources for multiple stories  Like to have GREAT copy written for them  Offer online Q&A  Engage in freelance communities/HARO/etc  Do not send blanket pitches
    7. 7. TWITTER  Engage, don’t post  New media and traditional media  Twitter directories and twollow  Hashtags  Twittermoms.com
    8. 8. RESOURCES  Alexa.com  Mediabistro.com  Pitchengine.com  blogfrog.com  Momlogic.com  Blogher.com  cision
    9. 9. ADVICE FROM TWITTER  read blog and deal 1-2-1 and ask: some may like getting news at the same time as journalists and some not. @pennyhaywood  I would say getting personal with a dozen bloggers is more effective than sending out mass/generic emails to hundreds. @bethblair  get the blogger's name right. And maybe do 5 mins of research before hitting send to add some authenticity to the pitch. @karmak1
    10. 10. Bonnie Harris waxmarketing@gmail.com @waxgirl333 http://blog.waxmarketing.com

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