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PR = Publicity Repositioned By Barbara Rozgonyi © 2009 for CoryWest Media, LLC

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Presentations <ul><li>www.slideshare.net/wiredprworks </li></ul>

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twitter <ul><li>@wiredprworks </li></ul>

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Professional Communicators <ul><li>49% of today’s professional communicators say they think press releases are “as useful as ever” </li></ul><ul><li>64% of respondents who issue releases say they target them most often to print outlets </li></ul><ul><li>23% send them to online news and financial sites </li></ul><ul><li>45% don’t see releases as relevant as they once were because of the growth of social media and the ability to target reporters and editors in more personalized, direct ways </li></ul>

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Agenda <ul><li>Making Media Connections </li></ul><ul><li>Attracting Attention </li></ul><ul><li>Building Credibility </li></ul><ul><li>Routes: DIY or Publicist </li></ul>

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Making Media Connections <ul><li>Perspective </li></ul><ul><li>People </li></ul>

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Perspective: PR Then <ul><li>Edward Louis Bernays </li></ul><ul><li>Ivy Lee </li></ul>

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Traditional Vs Digital PR <ul><li>Age: 100 years </li></ul><ul><li>Format: double-spaced </li></ul><ul><li>Target: Media outlets </li></ul><ul><li>Track-able: placements </li></ul><ul><li>Lifespan: usually short </li></ul><ul><li>Share-able: no </li></ul><ul><li>Age: < 5 years </li></ul><ul><li>Format: multimedia </li></ul><ul><li>Target: Layered </li></ul><ul><li>Track-able: variable </li></ul><ul><li>Lifespan: infinite bounce </li></ul><ul><li>Share-able: yes, yes, yes! </li></ul>

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Who <ul><li>Listeners </li></ul><ul><li>Talkers </li></ul><ul><li>Lurkers </li></ul><ul><li>Authorities </li></ul><ul><li>Influencers </li></ul><ul><li>Journalists </li></ul><ul><li>Bloggers </li></ul><ul><li>Followers </li></ul><ul><li>You </li></ul><ul><li>Everyone! </li></ul><ul><li>Characteristics </li></ul><ul><li>Media Types </li></ul>

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Where

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Contacting <ul><li>HARO </li></ul><ul><li>Online Distribution </li></ul><ul><li>Social Media </li></ul><ul><li>Email </li></ul><ul><li>Text message </li></ul><ul><li>Comment on blog </li></ul><ul><li>RSS </li></ul><ul><li>Newsroom </li></ul>

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Attracting Attention <ul><li>Keywords </li></ul><ul><li>Content </li></ul><ul><li>Timing </li></ul><ul><li>Relevance </li></ul>

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Keywords <ul><li>Wordle.net </li></ul><ul><li>Google keyword tool </li></ul>

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Content <ul><li>Headline </li></ul><ul><li>Summary </li></ul><ul><li>Quotes </li></ul><ul><li>Multimedia </li></ul><ul><li>Social Media Format </li></ul>

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Timing <ul><li>Trends </li></ul><ul><li>Celebrations </li></ul><ul><li>National </li></ul>

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Relevance

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Building Credibility <ul><li>Do </li></ul><ul><li>Deliver </li></ul><ul><li>Be Accessible </li></ul><ul><li>Be Relevant </li></ul><ul><li>Personalize </li></ul><ul><li>Be Consistent </li></ul><ul><li>Don’t </li></ul><ul><li>Overpromise </li></ul><ul><li>Hide </li></ul><ul><li>Be Irrelevant </li></ul><ul><li>Get too Personable </li></ul><ul><li>Be Inconsistent </li></ul>

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Building Real-ebrity

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Distribution <ul><li>Do it Yourself </li></ul><ul><li>PROS </li></ul><ul><li>Low or no cost </li></ul><ul><li>Self-managed </li></ul><ul><li>Results </li></ul><ul><li>CONS </li></ul><ul><li>Time </li></ul><ul><li>Cost </li></ul><ul><li>Results </li></ul><ul><li>Publicist </li></ul><ul><li>PROS </li></ul><ul><li>Time-saver, monitors </li></ul><ul><li>Professional representation </li></ul><ul><li>Results </li></ul><ul><li>CONS </li></ul><ul><li>May be too traditional </li></ul><ul><li>Cost </li></ul><ul><li>Results </li></ul>

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Agenda <ul><li>Making Media Connections </li></ul><ul><li>Attracting Attention </li></ul><ul><li>Building Credibility </li></ul><ul><li>Routes: DIY or Publicist </li></ul>

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Digital PR Resources <ul><li>Questions? Email [email_address] </li></ul><ul><li>Articles www.wiredprworks.com </li></ul>