The document provides guidance on embracing noise in public relations and marketing communications. It discusses setting goals and using metrics to measure performance. Various social media platforms and techniques are examined, including focusing on building relationships with reporters through engagement. Storytelling is emphasized as an essential skill, with advice provided on effective writing and creating visual content. The importance of collaboration, flexibility and understanding customers are also covered. The conclusion encourages listening to feedback, selecting important signals from noise, and continually updating goals.

1. Embrace the Noise.
Diane Schwartz
Senior Vice President & Group Publisher, PR News
@dianeschwartz
dschwartz@accessintel.com
www.prnewsonline.com

2. Silent Sunday

3. Silent Tuesday?

4. Control.

6. Goals.

7. 5-Year-Old Shares Priority (VIDEO)

8. WIFFM.

9. A Day in the Life of Your Customer
(DITLOC)
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Morning: wake-up time, breakfast, activities before work
Commuting
First few hours of work
Meetings, Independent Work, Socializing
Lunchtime
Social Media Habits, Conversations, Web/Email use
Post-Lunch
Personal time
Afternoon
Commute Home
Dinnertime
After Dinner
Bedtime

10. Information Is Not Knowledge.

11. Where You Sit is What You See.

12. Finding the Signals in the Noise
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Measurement
Social Media
Media Relations
Lost Art of Writing Well
The Age-Old Art of Storytelling

13. 8 Essential Skills
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Storytelling
Measurement
Collaboration
Writing
Content Marketing
Social Media
Flexibility
Ability to Unplug

14. MEASUREMENT: 5 Essentials
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KPIs
Barcelona Principles
Demand for marketing mix models
Be S.M.A.R.T.
Communication
You can’t manage what you don’t measure.

15. Barcelona Principles
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Important to set goals
Media measurement requires quantity + quality
AVEs are not the value of PR
Social media can and should be measured
Measure outcomes over media results Business results can and should be measured
Transparency and replicability are paramount

16. S.M.A.R.T.
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Specific
Measurable
Attainable
Relevant
Time-bound

17. Case Study: Obama
Re-Election Campaign
• Instead of Big Data, focus on best in class biz
intel
• Owned, Earned and Paid Media
• One KPI-- isolate a directive and focus on it
• Daily war room with early warning systems
• Content is king – don’t just measure dollars
spent
* Amy Gershkoff, global director of analytics, Burson-Marsteller

18. Social Media
70% of marketers have little understanding of
social media conversations around their brand.
• Everyone’s doing it > Everyone should be
doing it.
• Budget for it. (Social media is not free.)

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21. Facebook
1 billion active users; 198 million actives in US; 8.7% fake.
50% of world’s Internet users are on Facebook.
29% Americans use Facebook during work hours.
96% of fans never return to your page after they “Like” you.
First 5 hours of your post will get 75% of total engagement.
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Hyperlocal (for paid postings)
Engage with unhappy users
Don’t pretend to be a fun company
Publish often
Daily strategy
EdgeRank Checker, Facebook Insights

22. Twitter
555m users; 49m active monthly users in US; 500m Tweets/day.
Tweets with # get 2x more engagement
Engagement higher on weekends (17%) yet only 20% of brands
Tweet on weekends.
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Research keywords and hashtags before using
Partner with media brand on tweet chat
Brand searches (HootSuite)
Crowdbooster; Tweepi
Thank your fans
Muckrack,Tweetreach
Social Bro

23. CONSIDER….
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Instagram
Vine
Snapchat
Pheed
Tumblr
Reddit
Medium

25. Media Relations
• Get a 360-degree view of reporters
you’re pitching
• Cold calls are out. Phone calls are in.
• Engage with reporters online where
they’re hanging out.
• Relationship before Crisis.
• Spinning is for fitness clubs.
• News Jacking – MemeGenerator.

26. Visual Storytelling
76% of communicators say they’ll increase use of visual
storytelling in 2014.
2/3 of world’s data will be video by 2017.
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Enhances Likeability
Increases Shares
Download Vine (and use it)
Humanize your brand
How-to content
Fringe
“ATE” – curate, integrate, evaluate (whole foods)
Go behind the scenes for your audience
Sell stuff -70% Pinterest users want to buy

28. On Writing:
“I try to leave out the parts that people skip.”
-- Elmore Leonard

29. Words and Phrases to Avoid
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Um
Like
Uh
You know
Honestly
Actually
I mean
Actually
Honestly
My bad
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Seriously
At the end of the day
Needless to say
Seat at the table
It is what it is
In the weeds
Having said that
Put on your big girl panties

30. Your Pet
Peeves?

31. Content Marketing
PR Pros are the Original Content Marketers!
• Intersection of what brand offering and customer
value
• Think like a media company
• Relevance/organic
• Audience’s online search activity, behavior
• Content Creation vs. Content Strategy

32. Storytelling, Part 2
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PEOPLE
TENSION
ACTION
RESOLUTION
MEANING/CONTEXT

33. Fortune Interview w/UPS VP Bob Stoffel

34. In conclusion….
How to Embrace the Noise:
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Set clear goals
Measure
Listen to the noise
Pick your signals
Collaborate across disciplines
Expect and prepare for disruption
Tell interesting stories
Learn to laugh
Update your goals!

35. 5-Year-Old Figures it Out (sort of)

36. Thank You For
Listening!
Please stay in touch:
@dianeschwartz
dschwartz@accessintel.com