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Nuts and Bolts: Publicity
- 1. Publicity in Today’s World Erin Maassen Public Relations & Marketing Winnetka-Northfield Public Library District
- 2. Reporters want stories to be about what is out of the ordinary. Dog bites man is not a story because it happens frequently – ask any mailman. But man bites dog almost never happens and is news.
- 3. Good Marketing IS Good Storytelling Telling a good story is essential to reaching your target audience In social media marketing, the trick is getting your customers to tell these stories for you!
- 5. Timely
- 6. Novelty
- 7. Conflict
- 12. Rule of Thumb: Update Facebook status 1x day Tweet 3-4x throughout day Manage your sites HootSuite, TweetDeck, etc. Add it to your schedule Update at the same time every day Social media intern (6-10 hrs/wk) I don’t have time for this!
- 13. Make sure your online presence is branded Message should be clear and concise Keep descriptions, titles, and information consistent Give your program an identity Logos, colors, fonts, wording should follow your organization’s style guide It’s Branding, Baby.
- 14. Use what you have Screens Staff Email Newsletters Printed collateral Photos/Videos Collection Community Events
- 15. Press Releases & Media Pitches Media Pitches Email Twitter Phone Press releases Magazines Calendar Listings Citizen Journalist Online Newsrooms
Notes de l'éditeur
- Introduce self….-PR degree from Marquette, master’s from DePaul in June-CMPLD & WNPLD PR manager (6 years)-Interested in incorporating how public brands use PR and finding ways to
- Moral of the story: If (reporters) didn’t write stories about what was out of the ordinary, if they didn’t write about controversies … then there wouldn’t be an audience
- What does content have to do with programs?Simple. Programs that are talkable, newsworthy, interesting…can be sent to traditional and social media.
- Video LinkBasic facts:Social Media has overtaken porn as the #1 activity on the Web Facebook tops Google for weekly traffic in the U.S. If Facebook were a country it would be the world’s 3rd largest and 2x the size of the U.S. population 80% of companies use social media for recruitment; % of these using LinkedIn 95%
- Choose programs that offer content that can provide elements to a good story.For example, Bill Helmuth’s travel programs are not just a slideshow narrated by a storyteller, but content that can be pitched to reporters, shared on Twitter, and linked to on Facebook….not only are the social media sites an easy and free way to share with patrons, they are also a great way to connect with reporters
- Traditionally, PR was a push function…we sent out press releases and media alerts en masse. Then came email, websites and banner ads. Things got a little more targeted and interactive, but it really didn’t invite a 2-way conversation.With social media, PR can actually do what it’s supposed to….build relationships. We can target specific groups, open dialogues, and give a personal touch with a public audience.
- So why do we want to offer these 2-way conversations?Simple. It adds value. A few weeks ago, the power went out in my neighborhood. My neighbors called ComEd; I sent a Tweet to ComEd. Within minutes, ComED responded to me. They asked for my address and then told me how long the power would be out. After power was restored, they sent a tweet asking if my power was back.Much nicer then hanging out on hold for a 1-800 hotline…and look, not only was part of the conversation public on Twitter, but I’m also now telling people about how nicely they handled their customer service…and who knows, maybe you will be impressed with this conversation, and tell a friend who tells a friend and then what has happened…
- In general, Facebook users tend to scroll down to last read status and read upwardsTwitter is the opposite; users scroll down to the end of the page (which can be updated minutes/hours), so to ensure message gets to people, think of new ways to say it a few times per dayThere are tools to manage listening, scheduling, and creating content. I recommend HootSuite or TweetDeck, but there are many other options out there. What works for one might not work for all.
- Internal signs should reflect brand just as much as external adsThings like logo placement, inconsistent use of fonts (times v. calibri), variations of greens, look unprofessionalKeep avatar consistent across social media sitesThe American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.A good brand does: Delivers the message clearlyConfirms your credibilityConnects your target prospects emotionallyMotivates the buyerConcretes User Loyalty
- Love this photo: we promoted an event on kiosk in Winnetka’s downtown. Of course, when we had OBTV author in town, I took a photo of her with sign and made it viral.
- Few examples of local press. Deadlines depend on publications…magazines 6 weeks, calendars 4 weeks, newspapers 2 weeks, online instant
- How do you evaluate a program?Just a few suggestions…monitor, listen, track.