PR R/Evolution

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Presentation given at Online Marketing Summit 2-2009. Covers convergence of PR and digital marketing, and how new technologies and tactics are forever changing the landscape of both. With the collapse of traditional newspapers and magazines, media relations is a completely different game now, and the online space opens up new opportunities and challenges for brands who need to keep their news top of mind.

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Dana Todd, Chief Marketing Officer Newsforce 619-459-3603 [email_address] The PR R/Evolution Has Begun! Doug Hay, Principal & CEO Expansion Plus 626-793-4911 [email_address]

Quick Cred Slide: Dana Todd ,[object Object],[object Object],[object Object],[object Object],[object Object]

Quick Cred Slide: Doug Hay ,[object Object],[object Object],[object Object],[object Object],[object Object]

The more things change, the more things change.

A Few Things Haven’t Changed ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

A Lot of Things HAVE Changed ,[object Object],[object Object],[object Object],[object Object],[object Object]

What Is Influencing Your Audience Today? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What is Influencing Your Audience Today?

Let’s Talk about PR Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The Press Release: It’s Not Just for the Press Anymore

Press Releases Online ,[object Object],[object Object],[object Object],[object Object]

The "New" News Release: Marketers Are at the Gates! ,[object Object],[object Object],[object Object]

Intended Uses of News Releases Expands Online source: “ROI of Online Press Releases,” a 2008 report by the Society for New Communications Research

3 Types of Press Releases ,[object Object],[object Object],[object Object]

Multimedia ,[object Object],[object Object],[object Object],[object Object]

Who Are the Media Gatekeepers Now? ,[object Object],[object Object],[object Object],[object Object],[object Object]

Direct-to-Consumer PR ,[object Object],[object Object],[object Object]

How Do I Improve My Natural/ Organic Search Presence? ,[object Object],[object Object],[object Object],[object Object]

Make a PR Keyword Plan ,[object Object],[object Object],[object Object],[object Object],[object Object]

Google Trends Free tool to track seasonal keyword volumes: http://www.google.com/trends

Distribution: You can reach the public directly ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Achieve Parity: Display alongside similar news from big-name sources Press Release right next to CNET story!

Mashing Up PR and Advertising Bypass the editorial chain altogether – buy your way into the premium news!

Where Do I Post News Releases? ,[object Object],[object Object],[object Object],[object Object],[object Object]

Web Syndication Services Make sure they regularly get picked up by Google News—this is key ,[object Object],[object Object],[object Object],[object Object]

Free Portals: Some are better than others, but use them ,[object Object],[object Object],[object Object]

RSS & SEO ,[object Object],[object Object]

Easy to Track, Hard to Measure ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Free for social media tracking: Techrigy SM2

Not Free: Radian6 [drool-worthy dashboard]

Other Measurement ,[object Object],[object Object],[object Object],[object Object]

Thank You! [email_address] Follow me: Twitter.com/danatodd Become a Newsforce fan on Facebook! http://www.facebook.com/pages/Newsforce/43140934618 [email_address] Give me your card or email us for free whitepaper www.expansionplus.com Some of the slides in this deck were authored by and used with kind permission of Brent Skinner from STETrevisions www.linkedin.com/in/brentskinner Thanks, Brent!

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PR R/Evolution

1. Dana Todd, Chief Marketing Officer Newsforce 619-459-3603 [email_address] The PR R/Evolution Has Begun! Doug Hay, Principal & CEO Expansion Plus 626-793-4911 [email_address]

4. The more things change, the more things change.

9. The Press Release: It’s Not Just for the Press Anymore

10.

11.

12. Intended Uses of News Releases Expands Online source: “ROI of Online Press Releases,” a 2008 report by the Society for New Communications Research

13.

14.

15.

16. The New Media Relations

17.

18. HARO: Help a Reporter Out

19. Social Spark & Pay Per Post

20. My PR Genie – DIY Press Lists

21.

22. SEO for PR

23.

24.

25. Google Trends Free tool to track seasonal keyword volumes: http://www.google.com/trends

26. Syndication & Distribution

27.

28. Achieve Parity: Display alongside similar news from big-name sources Press Release right next to CNET story!

29. Mashing Up PR and Advertising Bypass the editorial chain altogether – buy your way into the premium news!

30.

31. PR Portals

32.

33.

34.

35. Measurement & Metrics

36.

37. Free for social media tracking: Techrigy SM2

38. Not Free: Radian6 [drool-worthy dashboard]

39. Search Engine Ranking

40.

41. Thank You! [email_address] Follow me: Twitter.com/danatodd Become a Newsforce fan on Facebook! http://www.facebook.com/pages/Newsforce/43140934618 [email_address] Give me your card or email us for free whitepaper www.expansionplus.com Some of the slides in this deck were authored by and used with kind permission of Brent Skinner from STETrevisions www.linkedin.com/in/brentskinner Thanks, Brent!

PR R/Evolution

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