Heather Whaling, President of Geben Communication, presented PR 2.0: Why Social Media is a Must with Heather Whaling for SMCColumbus on October 29, 2012.

1. a fresh approach to PR best practices:
Why Social Media is a Must
Heather Whaling
heather@gebencommunication.com
prtini.com • @prTini
#SMCColumbus • @prTini

2. Image credit: SarahEvans (Instagram), #reFrame
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3. tweetable tip:
Want a seat at the table? Be smarter. Deliver amazing results.
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4. innovate best practices
Integrating Traditional and Digital PR
Photo source: http://www.flickr.com/photos/will-lion/2636903303/
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5. Reimagine Media Relations
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6. 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
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7. Small business + innovation
#SmBiz + innovation
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8. tweetable tip:
Create Twitter keyword searches to ID new pitching opps
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9. tweetable tip:
Localize national trends. Elevate local trends.
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10. tweetable tip:
Monitor reporters to spot timely media opportunities
• Tip: Create Twitter lists to
track key reporters
• Better targeting
• Access to reporters before,
during and after the
pitching process
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11. Socialize Launches
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12. tweetable tip:
Normal people don’t speak “AP”
• News releases are for media.
– To reach a broader audience, get
creative!
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13. #SMCColumbus • @prTini

14. Anatomy of a Social Launch
• Tweet a teaser
• News release distribution
• Post photo of release
being sent
• Press conference
• Livestream (UStream &
Facebook
• Online conversations
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15. tweetable tip:
Social + PR: Increase, extend & amplify launches.
“UFC and Fox Sports leveraged real-time
conversations when fans were most engaged to
increase their social footprint, extend reach of
the news and amplify their message. The
result: a deeply integrated, syndicated and
cross-promotional Social PR win.”
(Source: Digital Royalty)
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16. Generate Viable Leads
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17. Challenge: Launch a new social media
management tool, targeting key niches
(sports, retail, restaurants)
Strategy:
• Media/blogger outreach
• Content marketing
• Social media
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18. Media/blogger outreach:
• Target tech media & trade
pubs in key verticals
• Embargoed product launch
• Guest posts on visual
storytelling, fan engagement
• Data-driven stories
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19. Timely infographics
• Mashable, Yahoo!
Sports, ESPN.com
• Increased traffic 360%
• 50+ viable leads
• Opened new doors in
sports vertical
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20. 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 winter … stay
tuned!
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21. Build & Sustain Online Communities
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22. “You have to earn the right to sell
something in the same way you earn the
right to ask a friend a favor.”
– Renegades Write the Rules
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23. tweetable tip:
You have to BUILD a community before you can ACTIVATE it.
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24. be a know-it-all Be a know-it-all
resource: prtini.com/know-it-all/
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Photo credit: http://www.flickr.com/photos/jdhancock/5173498203/sizes/z/

25. 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.
#SMCColumbus • @prTini