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Active Listening as a PR Tool

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Geben Communication
Geben Communication

We tend to talk about monitoring social media in terms of reputation management or customer service. Active listening is also a PR tool. This presentation offers case studies illustrating how listening generated media placements.

Business
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a fresh approach to best practices: Active Listening Heather Whaling heather@gebencommunication.com prtini.com • @prTini #PRNedu • @prTini
Trend-Spotting Old PR: Monitor newspapers, magazines to find story hooks to piggyback Problem: Stories are already dated New Solution: Keyword searches on Twitter to uncover emerging trends #PRNedu • @prTini
tweetable tip: Create Twitter keyword searches to ID new pitching opps Small business + innovation #SmBiz + innovation #PRNedu • @prTini
tweetable tip: Create Twitter keyword searches to ID new pitching opps #PRNedu • @prTini
tweetable tip: Pitch a local angle to a national trend. #PRNedu • @prTini
Result: High-Profile, Local Story #PRNedu • @prTini
tweetable tip: Monitor reporters to spot timely media opportunities • Better targeting • Access to reporters before, during and after the pitching process • Tip: Create Twitter lists to track key reporters #PRNedu • @prTini
social fuels content marketing & business outcomes #PRNedu • @prTini
Challenge: Launch a new social media management tool, targeting key niches (sports, retail, restaurants) Strategy: • Media/blogger outreach • Content marketing • Social media #PRNedu • @prTini
Media/blogger outreach: • Target tech media & trade pubs in key verticals • Embargoed product launch • Guest posts on visual storytelling, fan engagement • Data-driven stories #PRNedu • @prTini
Timely infographics • Mashable, Yahoo! Sports, ESPN.com • Increased traffic 360% • 50+ viable leads • Opened doors in sports vertical #PRNedu • @prTini
Social Media: • Visual storytelling resource • Twitter chats • Target brand managers at sports, retail, restaurants Overall Results: • Customer growth exceeded expectations • Working on big partnerships • Major news coming this fall … stay tuned! #PRNedu • @prTini
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. #PRNedu • @prTini

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Active Listening as a PR Tool

  • 1. a fresh approach to best practices: Active Listening Heather Whaling heather@gebencommunication.com prtini.com • @prTini #PRNedu • @prTini
  • 2. Trend-Spotting Old PR: Monitor newspapers, magazines to find story hooks to piggyback Problem: Stories are already dated New Solution: Keyword searches on Twitter to uncover emerging trends #PRNedu • @prTini
  • 3. tweetable tip: Create Twitter keyword searches to ID new pitching opps Small business + innovation #SmBiz + innovation #PRNedu • @prTini
  • 4. tweetable tip: Create Twitter keyword searches to ID new pitching opps #PRNedu • @prTini
  • 5. tweetable tip: Pitch a local angle to a national trend. #PRNedu • @prTini
  • 6. Result: High-Profile, Local Story #PRNedu • @prTini
  • 7. tweetable tip: Monitor reporters to spot timely media opportunities • Better targeting • Access to reporters before, during and after the pitching process • Tip: Create Twitter lists to track key reporters #PRNedu • @prTini
  • 8. social fuels content marketing & business outcomes #PRNedu • @prTini
  • 9. Challenge: Launch a new social media management tool, targeting key niches (sports, retail, restaurants) Strategy: • Media/blogger outreach • Content marketing • Social media #PRNedu • @prTini
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