So your company just launched a cool new product, and now you need to get the word out about it. You gear up your social media channels and write a post for the company blog, but standard marketing tactics are just one piece of a larger puzzle and you could do much more to gain the publicity you deserve.
Ever heard of a press release? Know the essentials of media monitoring? What about measuring the efficacy of a campaign? Public Relations is an integral part of any organization's marketing mix and Sarah Salbu will explain the evolving landscape of PR and how you can employ strategic PR activities in your company.
What You'll Learn
Definitions of PR tactics and how and when to use them
Media monitoring and media relations
Ways to quantitatively measure the impact of PR efforts
2. Sarah Salbu
Sarah Salbu is a senior account executive
at SHIFT Communications, her priority
is to understand the business goals of
each client to best align all PR activities.
Prior to joining SHIFT, Sarah led the PR
program at PerkinElmer, a global human
and environmental health company. She
is also a communications mentor for a
number of start-ups who participate in
the Mass Challenge program and has led
PR workshops at Boston's Startup
Institute. When she isn’t doing PR you
can usually find her at a comedy club in
Boston or taking Salsa lessons. She was
recently featured in Inc. Magazine talking
about how to leverage Twitter as a
networking tool.
8. Headline
Compelling, cites company name,
keywords
Subhead
Supports headline with product
name, benefits
Lead Paragraph
Short and to the point, reflects
content of headline and
elaborates on the story in
layman's terms
Quote
Infuse opinion from experts
Links/additional info
*Up to 2 pages
9. MEDIA ALERTS
News, but not
groundbreaking
• Relevant to a target
audience
• Typically non material
•
11. MEDIA MONITORING
Business and Industry landscape
Media relations - sense of industry
influencers
• Impactful pitching
Recommendations:
• Subscribe to local and industry
email blasts, follow on social
• Subscribe to HARO
•
•
12. SPOKESPERSON TRAINING
Review recent articles by journalist
Brainstorm likely questions
List key points YOUR company
would like to say
• Lay out key company facts
• Have multimedia available
•
•
•
15. Quarter over quarter
Media outcomes
Share of voice
HP
Dell
IBM
Apple
Intel
15
15
14
16%
11
30%
11
9
8
21%
4
20%
13%
0
Regular tracking with
media monitoring tool
Ongoing manual tracking
Media ranking
Reputation
1 or 2
+
Circulation
1 or 2
+
Media
Outcome
1 or 2
=
Score from
3-6
16. Free:
Google Alerts for company name, key words and competitors
Tweet Reach
Social Mention
!
Paid:
Meltwater
Cision
Critical Mention
Radian 6