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#12 IMU: PR for Inbound Marketing (GF402)

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Class 12 of Inbound Marketing University PR for Inbound Marketing (GF402) Professor: Todd Defren, SHIFT Communications

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PR for Inbound Marketing (GF402) Professor: Todd Defren , SHIFT Communications
PR for Inbound Marketing presented by Todd Defren, SHIFT Communications August 2009
Mass Media Now Belongs to the Masses
Mass Media Now Belongs to the Masses
Mainstream Media Requires Heroic Efforts ,[object Object],[object Object],[object Object],[object Object]
PR: Increasingly Interactive, Interpersonal Communication Collaboration Collaborative Controlled Conversation Participation Public Relations Public Relations Public Relations Advertising Advertising Advertising original source: Richard Edelman Conversational Communication Controlled Communication Conversational Collaboration Controlled Collaboration
Imagine: You’ve Been Invited to the World’s Biggest Neighborhood Potluck What kind of neighbor will you be?
Wallflower? Too insecure to bring a dish? Just listening-in anxiously? Too scared to strike up a conversation?
Blowhard? You brought your “ World Famous BBQ Ribs?” Too bad. Everyone here is a vegetarian.
One of Us? You brought a delicious fruit salad! You knew everyone here was a vegetarian? How sweet that you did your homework! This fruit is amazing. I have to tell my friends!
What Do You Want To Accomplish? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Focus ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Frequency ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Relevance ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Content ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Rightness ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Credibility ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Findability ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What NOT to Do ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Wrapping Up ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object]
Thank You! Todd Defren @tdefren on Twitter [email_address] 415-591-8423 or 617-779-1853 www.shiftcomm.com www.pr-squared.com

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#12 IMU: PR for Inbound Marketing (GF402)

  • 1. PR for Inbound Marketing (GF402) Professor: Todd Defren , SHIFT Communications
  • 2. PR for Inbound Marketing presented by Todd Defren, SHIFT Communications August 2009
  • 3. Mass Media Now Belongs to the Masses
  • 4. Mass Media Now Belongs to the Masses
  • 5.
  • 6. PR: Increasingly Interactive, Interpersonal Communication Collaboration Collaborative Controlled Conversation Participation Public Relations Public Relations Public Relations Advertising Advertising Advertising original source: Richard Edelman Conversational Communication Controlled Communication Conversational Collaboration Controlled Collaboration
  • 7. Imagine: You’ve Been Invited to the World’s Biggest Neighborhood Potluck What kind of neighbor will you be?
  • 8. Wallflower? Too insecure to bring a dish? Just listening-in anxiously? Too scared to strike up a conversation?
  • 9. Blowhard? You brought your “ World Famous BBQ Ribs?” Too bad. Everyone here is a vegetarian.
  • 10. One of Us? You brought a delicious fruit salad! You knew everyone here was a vegetarian? How sweet that you did your homework! This fruit is amazing. I have to tell my friends!
  • 11.
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  • 22. Thank You! Todd Defren @tdefren on Twitter [email_address] 415-591-8423 or 617-779-1853 www.shiftcomm.com www.pr-squared.com