Watch the webinar replay, free: http://bit.ly/1jYI3bs PR is evolving as social and digital become ubiquitous. Understanding the full scope of emerging PR opportunities is critical to success. Learn how to plan, share and engage in this brave new world with tactics from PR strategist Sarah Evans. Watch the free replay of her webinar to: -Create credible content by thinking like a producer, editor and journalist. -Improve workflow efficiency with real-time tips and tools. -Ensure future organizational and individual success by looking at the big picture. Don’t let the future pass you by. Watch Sarah’s webinar here: http://bit.ly/1jYI3bs About the Speaker: Sarah Evans is the owner of Sevans Strategy, a public relations and new media consultancy. She created and moderates #Journchat, the first-ever weekly live tweetchat for PR pros, journalists and bloggers. Sarah has been listed in Vanity Fair’s America’s Tweethearts, Forbes’ 14 Power Women to Follow on Twitter, and Entrepreneur’s Top 10 Hot Startups.

1. Fundamentals for the
New Era PR Pro
Sarah Evans
Owner, Sevans Strategy

2. FUNDAMENTALS FOR
THE NEW ERA PR PRO
Sarah Evans (@PRsarahevans)

3. MY EVOLUTION…
• Communications major,
PR emphasis
• Communications &
Gov’t Relations for
largest healthcare
system in Chicago
• PR agency
• Director of
Communications,
community college
• Sevans Strategy

4. WHAT DO I DO?
Create socialized
brand news and
engagement around
big events.
With a team, of course.

5. IDENTIFIED
A NEED,
WENT FOR IT!

6. RECENTWINS!
MOST SHARED SOCIAL CONTENT DURING 2014 CISCO LIVE

7. WHAT DO YOU WANT TO DO IN THIS
“EPIC BATTLE FOR ATTENTION”?

8. “1 in every 3 online
Americans is a
conversationalist, someone
who updates their status on
a social networking site
such as Facebook or posts
updates on Twitter at least
once weekly.”
(Credit: Forrester)

9. THE PR PRO OF TODAY IS A/AN:
• Strategist
• Communicator
• Producer
• Writer
• Editor
• Creator
• Connector
• Tech enthusiast and
champion
The biggest trend?
“…the way we’re
creating oceans of
new data with the
mobile devices and
other sensors we
carry around with us.”
(Mary Meeker)

10. CHANGE FRAME
OF REFERENCE
1. Third party
endorsement
(blogger/influencer)
2. Personal share (self)
3. Unbiased,
comprehensive
coverage (journalist)
Photo Credit: @PRsarahevans

11. COMMUNITY & CONTENT
THAT IS: PERSONALIZED,
PORTABLE, PARTICIPATORY
“…the nurse isn’t real –‐ she’s part of a project by two creative interns in New York ‐‐
Vince Mak, 23, and Colby Spear, 24 ‐‐ in support of Men’s Health Month, which is June.”
(ABC News)

12. RECENTWINS!
2013 Licensing Expo:
Efforts resulted in more than 19.5 million online
impressions over two days
(Twitter, Instagram, Facebook, YouTube, Vine, Blogs)
2013 Cable Show:
Created the number 3 top trending topic on
Twitter for Cox Communications
MILLIONS OF VIEWS & A TRENDING TOPIC

13. The average article
reaches half its total
social referrals in 6.5
hours on Twitter and 9
hours on Facebook.
-Mary Meeker

14. GREAT
CONTENT
• People remember it
• Involves an emotional connection
• Relatable
• Written, visual and audio
Share, care or swear!

15. The Postcard Project
Sarah + @Postagram
• Opt in
(www.sincerely.com/sarahevans)
• Every Tuesday
• 122 cards sent in 2 mos.
• 5 people sent cards back
• On average:
– 2 tweets per recipient +
photo
– 1 Instagram post
– ¼ Facebook post
– ½ email

17. WORK FLOW
• International & national headlines,
localize story
• Holidays, observances
• Customer or brand lifecycle
• Conferences, media events
• Google trends
• Company milestones, human interest
stories
• Add top newsrooms to your phone
• Utilize ifttt
• Top social network trending topics
• Twitter lists of top tier media
– Mobile notifications
– Tweetdeck or Hootsuite columns

18. • Monday: “15 reasons why you love
being entrepreneurs #new”
– Interviews from people in your industry
– Tweetable sound bites with link back to the
article  (tweet this)
– Email post to all participants in advance
• Tuesday: Guest post from an
employee (human interest story)
• Wednesday: How your company helps
entrepreneurs
• Thursday: Pin-worthy images
• Friday: INFOGRAPHIC
Photo credit: http://www.flickr.com/photos/krish4u/470892327/
Create
It’s “National I <3 Being An Entrepreneur Week”

19. K.I.S.S.
• Identify your “key times”
(Tweriod)
• Schedule posts to go
out at times you’re most
likely to reach your
community (Buffer)
• Automate your sharing
(dlvr.it)
• Reminders to share
evergreen content
every few weeks or
months.
Social collaboration tools, like Evernote, Google Drive, etc…

20. 5 to 10 posts per day, plus email,
plus social shares
1/3 of each  Curate. Aggregate. Original.

21. BEST TOOLS AVAILABLE:
Content creation
• Wordpress
• RebelMouse
• Tumblr
Content sharing
• Buffer
• Share.to
• Tweetdeck
• IFTTT
• Feedly

22. REBEL MOUSE PRO TIP:
• Individual post,
Advanced Settings
• Use curated and/or
aggregated content to
continue to drive
views 24/7

23. TACTIC: Set up a Twitter dashboard to
identify opportunities
http://prsarahevans.com/2010/01/how‐to‐set‐up‐a‐free‐online‐monitoring‐system/

24. TOOL: TACTIC GRID

25. NEW(ISH) TOOLS OF
THE TRADE
• Smartphone or tablet
• Tablet
• Hotspot/portable internet
• Apps for content creating,
editing and sharing
• USB charging devices
• Back up mobile battery
• Extra cables
• Extension cord
• Light and sound kit for mobile or
tablet device
• Photo/video waiver for
electronic signing (if needed)
• Dropbox
• Evernote
• Google Drive

27. QUOTES, QUESTIONS &
QUIPS

28. THE PINTRISTIFICATION &
INSTAGRAMIZATION OF CONTENT
If you like it, then you should have put
a filter on it. #greatcontent
EVERY SINGLE POST NEEDS A PIN-WORTHY PHOTOEVERY SINGLE POST NEEDS A PIN-WORTHY PHOTO

29. Photos on
Facebook
Generate 53%
More Likes Than
the Average
Post
HubSpot, 2012
And, let’s face it, animated GIFs are
pretty much gold on Tumblr.

30. GREAT WRITTEN CONTENT GIVES
PEOPLE MORE W/O MAKING THEM ASK
• A winning
combination:
anecdotal, facts and
stats, prescriptive to-
dos
• Recommends other
content you’ve created
• Links to important site
tags within the article
(e.g. umbrellas)
There are plug ins for Wordpress that will generate “related articles,” but
also take the time to reference links in post and do curation “by hand.”

31. 7 APPS FOR CREATING GREAT
VISUALS FROM YOUR PHONE
1. Phonto
2. Over
3. News Booth
4. Whims
5. Phoster
6. VSCOcam
7. Screenshot
*iOS recommendations

32. Tools and Resources
• Tweetdeck – Third-party application to manage
Twitter accounts (http://tweetdeck.com)
• Search.Twitter.com – Twitter search
(http://search.twitter.com)
• Twellow – Identify people to follow based off of
details in their Twitter bio (http://twellow.com)
• WeFollow – Identify people to follow based off of
how they classify themselves
(http://wefollow.com)
• Twitalyzer – Most sophisticated Twitter analytics
tool (http://twitalyzer.com)
• Listorious – Aggregator of Twitter lists
(http://listorious.com)
• Flowtown – Import current email addresses,
locate social networks (http://flowtown.com)
• Flavors.me – Aggregate online profiles in one
place (http://flavors.me)
• Help a Reporter Out – Media opportunities
(http://helpareporter.com)
• Knowem – Find where your name is available
and secure it (http://knowem.com)
• Bit.ly – URL shortener (http://bit.ly)
• J.mp – A shorter version of bit.ly (they are one
and the same…simply a shorter version of its
predecessor) (http://j.mp)
• Quarkbase – Overview of monthly web visits
and other analytics (http://quarkbase.com)
• Board Tracker – Find brand mentions on online
forums and discussion boards
(http://boardtracker.com)
• Pitchengine – Social media release platform
(http://pitchengine.com)
• SocialMention – Analytics and sentiment
(http://socialmention.com)
• Twellohood – Find people tweeting by location
(http://twellowhood.com)
• Mail Chimp – Email campaign platform
(http://mailchimp.com)

33. FUNDAMENTALS FOR
THE NEW ERA PR PRO
Sarah Evans (@PRsarahevans)
Email: prsarahevans@gmail.com

34. Question and Answer
Please enter your questions for the speaker in the
Q&A box of your audience console.
Alternatively you may tweet your questions using
#VocusWebinar.

35. The Vocus Family
About Vocus
Vocus provides leading cloud-based marketing and public relations
software that enables companies to acquire and retain customers.
The company offers products and services to help clients attract and
engage prospects, nurture and convert customers, and measure and
improve marketing effectiveness. More than 16,000 annual
subscription customers across a wide variety of industries use Vocus
software. The company is headquartered in Beltsville, MD with
offices in North America, Europe and Asia. For more information,
visit http://www.vocus.com or call (800) 345-5572.
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