DIY Do It Yourself Public Relations

Copyright © Kaimen Company LLC 2011. All rights reserved.

Presentation to

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Agenda
1. Why DIY PR is now
2. A Look Back at Traditional PR
DIY PR

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State of the Public Relations

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Traditional PR Methods…
• Materials Development • Editorial Calendars
– Website • Events
– Fact sheets • Mailing Lists
– Press releases
– Brochures
• Media Alerts
• Press Briefing
• Media Outreach
Photo Credit: istockphoto 4


To obtain these Objectives…
Press Coverage Customer Traffic

Photo Credit: istockphoto Photo Credit: Kaimen Company

Photo Credit: Kaimen Company
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Since every PR pro uses similar tools
and runs in the same race…
Photo Credit: istockphoto

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…there are some successes

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…and others? Well…

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Unsubscribe Copyright © Kaimen Company LLC 2011. All rights reserved.

…you get the picture

BLACKLISTED

ZERO
TOLERANCE

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Industry Learnings
• No one owns media relationships.
• Engagement takes time.
• Media interest takes time to develop.
• No short-cuts; No one hit wonders.
• Persistence counts.
• Consistency counts.
• You need to stick around to earn respect and
credibility.

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Landscape is Changing

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You Engage Many Ways… NOW

Source: NFIB.com

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Smartphones Can Upload…Now

NFIB

Photo credit: Sprint.com 13


Smartphones are dominating…
Top Smartphone Platforms
3 Month Avg. Ending Feb. 2011 vs. 3 Month Avg. Ending Nov. 2010
Total U.S. Smartphone Subscribers Ages 13+
Source: comScore MobiLens

Share (%) of Smartphone Subscribers

Nov-10 Feb-11 Point
Change
Total Smartphone Subscribers 100.0% 100.0% N/A

Google 26.0% 33.0% 7.0
RIM 33.5% 28.9% -4.6
Apple 25.0% 25.2% 0.2
Microsoft 9.0% 7.7% -1.3
Palm 3.9% 2.8% -1.1
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…by disrupting other industries

Photo credit: theFlip.com
Photo credit: Kaimen Company

Photo credit: Garmin.com

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So, We Share Everything…
Photo credit: istockphoto

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…About the things we buy...

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…and the things that make us angry
Photo credit: KansasCityStar.com

Photo credit: BusinessWeek.com

Photo credit: newschannel10.com

Photo credit: Oilspillnews.net

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You know more…Now

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So Use it for Your Business
Product
or
Source: Kaimen Company
Service

New
Experience
Customers

$UCCE$$

Referrals Feedback

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Can You Use Traditional PR?

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Sure. Get the Word Out. DIY.
Still need a
Story about your service or product
Web presence
Corporate collateral (fact sheets,
press releases, emails, description)

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Other Ways to Get the Word Out.
• Thought-leadership • Sponsorship/
– Case Studies Charitable Activities
– White papers • Testimonials
– Speaking Engagements – Written
– Webinars – Photos/Videos
– Surveys
– Books
– eBooks

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And Now…They Find You


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Using this…

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Forces are Converging
Photo credit: istockphoto and
Kaimen Company

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Opportunity: DIY PR…because


No Excuses
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…everyone is trying
to figure this out.

Some firms assign
social media
responsibility to
one person.


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…if you can look for
ways to integrate the
ideas in the following
slides into your
public relations plan.


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Content Drives Marketing Success

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#1. How to Prepare
Before You DIY PR…
• Review Your Public Profiles for
– Tone
– Message Consistency
• Set up Google Alert –
http://www.google.com/alerts

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#2. Pay Attention
• Read/Friend/Follow Other People’s Content
– Learn
– Take Notes
– Study Interactions
– Roadmap: Website to Blog to Press Releases to
Tweets to LinkedIn Profile to Facebook
– Note trends, patterns, cause & effects

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#3. Feedback – Conversation

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#4a. Create Your Own Content
 Your Blog
– Embed your blog to your site
– Add a “Call to Action” at the end of each blog post
 Your Videos
– Upload to Youtube
– Grab HTML codes for your website
– Don’t forget a “Call to Action” at the end

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#4a. Other ways
 Your White Papers
– Make ‘em downloadable
– How about a Call to Action (aka landing page to
collect info)
 Your Emails
– Collect email addresses
– Bring readers back to your site

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#4b: …and Use Your Phone

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#4b: …and Use Your Phone

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#5a. No time to Create Content?

 Try Curating Content
– Summarize what other thought leaders are doing
– Use your industry knowledge to synthesize what is
going on in your industry
– Blog or video post

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#5b. No time to Create Content period?
 Call in the Pros
– Have a look at
– They are a content marketing agency that offers
• content creation
• content optimization
• content testing services
– They know how to do this for companies.
– Disclosure: Not a client. No business relationship

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#6. Create Your Own Channel

Source: NFIB.com

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Learn from Steve Garfield
http://stevegarfield.blogs.com/videoblog/

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#7. Get Your Goals Straight
• Customer-Focused
• Not media-focused
– "Let's create events or ideas to generate media
attention...“ (not right)
• Why? Reporters can tell when
– You are targeting them.
– It feels like publicity stunt.

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If your customers are not talking
about you, then why should
reporters?

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#8. Twitter Helps Media Relations
• Reporters are on Twitter
– they follow each other
– share opinions about good and bad PR tactics and
the people/companies behind them
• Know what the reporters are thinking
• Leverage the info into a conversation

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#9. Learn to Create and Optimize
Optimize
 What are the three to five words you want people to
put into a search engine to find you?
 Your content and meta tags needs to have those
three to five words
Tons of Free Resources
 Visit slideshare.net – study other presentations
 Visit www.helpareporter.com – be a source for
reporters…get a list of a reporter inquiries 2x day
 Look for webinars: Search on LinkedIn and Twitter

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Some things are free
Content Rules: How to Create Content that
Ignites Your Business
DATE: April 27, 2011
TIME: 10amPT/ 11amMT/ 12pmCT/ 1pmET
PRESENTERS:
Ann Handley, Chief Content Officer, MarketingProfs, Co-
author of Content Rules: How to Create Killer Blogs, Podcasts,
Videos, Ebooks, Webinars (and More) That Engage Customers
and Ignite Your Business
Alli Libb, Moderator, American Marketing Association

COST: Complimentary

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#10. S p e e d Matters: Act in Real-
Time

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#11. Be Helpful… Be Generous

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#12. Go Big – Join Forces

Source: istockphoto

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Recent Examples from Big Cos.
Intuit, Salesforce.com Announce Strategic
Alliance to Offer Customer Relationship
Management to 4 Million QuickBooks
Customers – April 1, 2011

Google working with Mastercard,
Citibank for payment system
– March 28, 2011

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Case Study:

A Great Example of:
 Generosity
 Going Big – Joining Forces
 Real-Time issue – relevance - SPEED
 Use of Social Media
 Excellent program success and media coverage

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About
• An award-winning public relations and marketing communications firm
• Helps companies and individuals raise brand awareness, gain public
appreciation, and manage good stakeholder relations
• Service Offering:
– Product and corporate communications
– Public affairs
– Social-cause marketing
– Crisis and reputation management
– Investor relations
– Media relations
• Recipient of an Award of Excellent for “Best Crisis Communications in a
Nonprofit” from the Public Relations Society of America
• Visit us: www.kaimenco.com or www.twitter.com/kaimenco or
www.facebook.com/kaimenco

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About Julie Huang
Julie Huang is president of Kaimen Company, which offers services in
product and corporate communications, public affairs, social-cause
marketing, crisis and reputation management, and investor and media
relations across multiple industries, including life sciences, retail, and
technology. Before starting Kaimen, Ms. Huang held senior
management positions at companies such as the Institute for
International Research, EVCGroup, FD, Cohn Wolfe, and Edelman. In
her career, her programs took home two Silver Anvils from the Public
Relations Society of America for the “Best Investor Relations Program
of the Year” and one Award of Excellence for “Best Crisis
Communications in a Non-Profit”. Her article on pharmaceutical-
biotech alliances published in Pharmaceutical Executive earned a The
Holmes Report Bronze SABRE Finalist nomination. She is a co-founder
of the Yale Life Sciences Alumni Association and the Yale Healthcare
Conference. She is a member of Public Relations Society of America,
Asian Women in Business, and a friend of the Asian American Bar
Association of New York. She is past president of the New York Chapter
of the National Association of Asian American Professionals and former
trustee of the Museum of Chinese in America. A New York City native,
Ms. Huang received a BA in sociology from Brooklyn College before
earning her MBA from Yale School of Management and her MPH from
the Yale School of Public Health.
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Thank You
Julie Huang
President
Kaimen Company
80 Broad Street
5th Floor
New York, NY 10004
www.kaimenco.com
julie@kaimenco.com
Phone (888) 989-8808 x 703

Photo credit: The image of the blue skies and grass used as the background for the
PowerPoint is from istockphoto.com

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DIY Do It Yourself Public Relations

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