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Online PR
Masterclass
Merging Old Traditions
& New Technologies

Joanne Sweeney-Burke
Welcome & Introductions
“The former journalist who has embraced Digital. The trainer and mentor, a keen eye
for campaigns,...
What’s Your Story?
The Foundations
Online PR Masterclass
1. 
2. 
3. 
4. 
5. 

Know your niche & stay informed
What’s the Story?
Newsmaker – t...
The Digital Revolution
– Social, Media, Web, Technology
It’s all about the social conversation.
News is broken on social m...
The PR Revolution
PR & Social are inextricably linked.
1. Know Your Niche & Stay Informed
•  What is your sector? Know the influencers, the
bloggers, the feature writers, the re...
1. Know Your Niche & Stay Informed
1. Know Your Niche & Stay Informed
1. Know Your Niche & Stay Informed
1. Know Your Niche & Stay Informed
Connecting with Influencers
Firstly ask yourself:
Why will influencers connect with me?
• 
• 
• 
• 
• 
• 
• 
• 

Am I inte...
Connecting with Influencers
1.  Journalists – Print, Broadcast & Online
Find the journalists you need to connect with.
How...
Connecting with Influencers
Connecting with Influencers
Connecting with Influencers
2. Bloggers
Blogger Outreach:

“Bloggers are in the top 5 sources of reliable information. 81%...
Blogger Outreach
1. 

Form relationships with Bloggers in your niche. Remember they are one click away
from your target au...
Finding Bloggers

blogawardsireland.com
Connecting with Influencers
3. How to find people on Twitter?
Search using the person’s real name.
Connecting with Influencers
2. What’s the Story?
Do you have a breaking news story?
Probably not?
Maybe?
Definitely!
Either way, don’t miss a good PR ...
2. What’s the Story?
Content Marketing
Your Online PR Value starts right here….
1.  What content are you sharing from your...
2. What’s the Story?
Festive Case Study: Sharing Knowledge When the Whole World has
more time to surf online!
2. What’s the Story?
Festive Case Study: Sharing Knowledge When the Whole World has
more time to surf online!
2. What’s the Story?
Taking a Look Back at 2013: Donal Skehan Food Blogger
2. What’s the Story?
Expert Knowledge: The Sociable – What to buy for Christmas?
2. What’s the Story?
Birthday Celebrations: Video

http://youtu.be/k8aWwqkyZtY
CONTENT MARKETING
Push. Don’t Pull!
Can you engage with content your followers want to read and share?
Write down your nex...
3. Newsmaker – The 3 Ways
So when you don’t have a breaking story but need to
build brand profile what can you do?
1.  New...
3. Newsmaker – The 3 Ways
1.  News-hacker
3. Newsmaker – The 3 Ways
News-hacker
3. Newsmaker – The 3 Ways
2. Trending Stories
3. Newsmaker – The 3 Ways
2. Trending Stories
3. Newsmaker – The 3 Ways
3. Research
3. Newsmaker – The 3 Ways
3. Research
4. The Traditional Press Release
Hard News and Soft news
–  Hard News has a vital urgent element, the story is
very import...
4. The Traditional Press Release
•  5 W’s and H
–  Who is the story about?
–  What happened?
–  Where did it happen?
–  Wh...
4. The Traditional Press Release
•  A killer headline
•  7 words or less
•  Key message in first paragraph – get straight ...
4. The Traditional Press Release
EXAMPLE:
Soft news – chocolate company attends meet the buyer event.
Want to promote meet...
4. The Traditional Press Release
4. The Traditional Press Release
The Online Press Release
•  Rich Content – Video, Links, Photos
•  Copy into body of email as opposed to attachment –
news...
The Online Press Release
The Online Press Release
The image cannot be displayed. Your computer may not have enough memory to open the image, or the...
Traditional Press Coverage
Traditional Press Coverage
News is Social
News is Social
News is Social
News is Social
News is Social
5. Media Databasing
& Distribution
• 
• 
• 
• 
• 
• 

Media Contacts Directory (PRII or Mediacontact.ie)
Don’t send everyt...
5. Media Databasing
& Distribution
5. Media Databasing
& Distribution
Online PR
Managing, Moderating & Monitoring
1. 
2. 
3. 
4. 
5. 

Media Relations – The Rules of Engagement
Preparing your ...
1. Media Relations
The Rules of Engagement
How to annoy a journalist…what not to do! (Ref Handbook)
1. Sending a lengthy p...
2. Preparing Your Story
for Online Reach
Use the right keywords
No jargon
Use 1-2 Keywords in your Headline and subhead.
R...
2. Preparing Your Story
for Online Reach
PR & SEO
SEO and PR go hand-in-hand. Here’s some top tips to
optimising your news release and your PR value.
• 
• 
• 
• 
•...
3. Measuring
Impact & Success
• 
• 
• 
• 
• 
• 

Actual Media Coverage
Figures on readership/listeners/viewers/traffic
New...
3. Measuring Impact & Success
Monitoring Tools
  Google Alerts
  Media Monitoring e.g. Kantar
  Podcasts from radio stations
  Search Engine Optimis...
Monitoring Tools
Monitoring Tools
Monitoring Tools
Monitoring Tools
Monitoring Tools
  Podcasts
Monitoring Tools
  SEO
Monitoring Tools
  Social Media Insights
Monitoring Tools
  Google Analytics
Monitoring Tools
  Google Analytics
1. 
2. 
3. 
4. 
5. 

Set up a Google Analytics Account
Set up your Tracking Code (web...
Monitoring Tools
Monitoring Tools
Monitoring Tools
  Radian6 – monitor conversations about your brand,
competitors. Route insights to sales, customer servi...
5. Case Study

!
5. Case Study
Client: Alcohol Forum
Campaign Aim: Build brand awareness of advocacy
group Alcohol Forum. Launch to nationa...
Measuring ROI – Case Study
Measuring ROI
5. Case Study
Your Online PR Strategy
Framing Your Story
& Online PR Strategy
1. 
2. 
3. 
4. 
5. 

What’s the trending/breaking story in your sector?
What’s you...
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Online PR Masterclass Digital Training Institute

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Joanne Sweeney-Burke of Digital Training Institute presents a masterclass on Online Public Relations. From drafting an online press release to blogger outreach, social media sharing and pitching a journalist.

Publié dans : Marketing, Technologie, Business
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Online PR Masterclass Digital Training Institute

  1. 1. Online PR Masterclass Merging Old Traditions & New Technologies Joanne Sweeney-Burke
  2. 2. Welcome & Introductions “The former journalist who has embraced Digital. The trainer and mentor, a keen eye for campaigns, life-long learner & writer. Business owner, blogger and ambassador for new media. It’s all about the social conversation. ” Joanne Sweeney-Burke, CEO, Digital Training Institute & Media Box
  3. 3. What’s Your Story?
  4. 4. The Foundations Online PR Masterclass 1.  2.  3.  4.  5.  Know your niche & stay informed What’s the Story? Newsmaker – the 3 ways The News Release – Traditional & Online Media Databasing & Distribution
  5. 5. The Digital Revolution – Social, Media, Web, Technology It’s all about the social conversation. News is broken on social media. Families hear news first on social media. News outlets continue the story on social media. Google is ranking brands based on the social conversation. There are now jobs in social media that didn’t exist 5 years ago. How social are you? How social is your business – web, social, content, sharing, curating?
  6. 6. The PR Revolution PR & Social are inextricably linked.
  7. 7. 1. Know Your Niche & Stay Informed •  What is your sector? Know the influencers, the bloggers, the feature writers, the reporters, know the trends, the trend setters. •  So connect with those people – NOW! •  Have you introduced yourself to your local media? Most of all – KNOW YOUR SPACE!
  8. 8. 1. Know Your Niche & Stay Informed
  9. 9. 1. Know Your Niche & Stay Informed
  10. 10. 1. Know Your Niche & Stay Informed
  11. 11. 1. Know Your Niche & Stay Informed
  12. 12. Connecting with Influencers Firstly ask yourself: Why will influencers connect with me? •  •  •  •  •  •  •  •  Am I interesting? Do we share similar interests? Do I sell or engage? (There is a difference) Am I a valuable source of knowledge / expertise in my area? Am I credible source? Am I popular? No of followers/connections. Are people interested in me because of my work? Am I a friend of a friend?
  13. 13. Connecting with Influencers 1.  Journalists – Print, Broadcast & Online Find the journalists you need to connect with. How?   Irish Media Contacts Directory / PRII Media Sourcebook   MediaHQ – media database & press release distribution service   Twitter: Twitter Search / Twitter Advanced Search
  14. 14. Connecting with Influencers
  15. 15. Connecting with Influencers
  16. 16. Connecting with Influencers 2. Bloggers Blogger Outreach: “Bloggers are in the top 5 sources of reliable information. 81% of the online population trusts bloggers and 61% of the population has made a purchase based on a blogger recommendation.”.
  17. 17. Blogger Outreach 1.  Form relationships with Bloggers in your niche. Remember they are one click away from your target audience. 2.  Start by an introduction of you, your brand, product or service 3.  Offer to let them ‘road test it’ 4.  Offer to lend a hand or an insight – don't beg 5.  Subscribe to their blog, connect with them on Twitter, review other social media channels also and decide how best to connect with them 6.  Don't hound, offer value and insights 7.  Be friendly 8.  Make an announcement and send a personalised email and outline what’s in it for both of you 9.  Create brand awareness – create a blogger event and invite them along – your restaurant, your shop, a PR event 10.  Do you or can you solve a problem or answer a question? Your knowledge, your product or your software – e.g. Technology, finance, healthcare, beauty – you have to establish how you add value. Remember NICHE! 11.  Provide rich content – infographics are now an effective way to outreach to a blogger – lots of information nicely designed into a quirky graphic.
  18. 18. Finding Bloggers blogawardsireland.com
  19. 19. Connecting with Influencers 3. How to find people on Twitter? Search using the person’s real name.
  20. 20. Connecting with Influencers
  21. 21. 2. What’s the Story? Do you have a breaking news story? Probably not? Maybe? Definitely! Either way, don’t miss a good PR opportunity. You must also be realistic about what you can achieve.
  22. 22. 2. What’s the Story? Content Marketing Your Online PR Value starts right here…. 1.  What content are you sharing from your sector? 2.  eBooks, Video, Posts, Tweets, Presentations, Blogs, White Papers? 3.  Watch your SEO, your following, your digital footprint and your online PR soar!
  23. 23. 2. What’s the Story? Festive Case Study: Sharing Knowledge When the Whole World has more time to surf online!
  24. 24. 2. What’s the Story? Festive Case Study: Sharing Knowledge When the Whole World has more time to surf online!
  25. 25. 2. What’s the Story? Taking a Look Back at 2013: Donal Skehan Food Blogger
  26. 26. 2. What’s the Story? Expert Knowledge: The Sociable – What to buy for Christmas?
  27. 27. 2. What’s the Story? Birthday Celebrations: Video http://youtu.be/k8aWwqkyZtY
  28. 28. CONTENT MARKETING Push. Don’t Pull! Can you engage with content your followers want to read and share? Write down your next 5 content projects from the list below. DEMONSTRATIONS COMPARISONS MISTAKES INSTRUCTIONS INTERVIEWS STORIES REASONS CONFESSIONS THREATS FINDINGS PROBLEM-SOLVERS HOW TO GUIDE LISTS HUMOUR OPINION NEWS QUOTES INFOGRAPHIC VIDEO STATS LOCAL KNOWLEDGE TECH TIPS EXCLUSIVE GIVEAWAY
  29. 29. 3. Newsmaker – The 3 Ways So when you don’t have a breaking story but need to build brand profile what can you do? 1.  News-hacker 2.  Trending Stories 3.  Research
  30. 30. 3. Newsmaker – The 3 Ways 1.  News-hacker
  31. 31. 3. Newsmaker – The 3 Ways News-hacker
  32. 32. 3. Newsmaker – The 3 Ways 2. Trending Stories
  33. 33. 3. Newsmaker – The 3 Ways 2. Trending Stories
  34. 34. 3. Newsmaker – The 3 Ways 3. Research
  35. 35. 3. Newsmaker – The 3 Ways 3. Research
  36. 36. 4. The Traditional Press Release Hard News and Soft news –  Hard News has a vital urgent element, the story is very important and the media will want to cover it. It is not usually issued by press release e.g. a company closes and makes 200 people redundant. –  Most soft news is issued by press release, it is news of interest but without the same urgency. e.g. MD has been appointed to a prestigous committee
  37. 37. 4. The Traditional Press Release •  5 W’s and H –  Who is the story about? –  What happened? –  Where did it happen? –  When did it happen? –  How did it happen? –  Why did it happen? And A Killer Headline!
  38. 38. 4. The Traditional Press Release •  A killer headline •  7 words or less •  Key message in first paragraph – get straight to the point •  Make it newsy – start reading news to understand what news is •  Include a quote •  Provide background information •  Notes to Editor •  Photo with caption •  Further information / media enquiries
  39. 39. 4. The Traditional Press Release EXAMPLE: Soft news – chocolate company attends meet the buyer event. Want to promote meet the buyer event. Requirements: What’s the News? The event? No. The Chocolate Maker? Maybe. Talk to the Chocolate Maker. Aha! She’s putting famous Irish landmarks on chocolate and tested the idea on buyers. What’s the story? Once upon a time a mum of two on maternity leave was bored at home and signed up for a 10-week chocolate making course. And then…she tastes the sweet success of online retailing. How? At the Meet the Buyer event. And now we have a story.
  40. 40. 4. The Traditional Press Release
  41. 41. 4. The Traditional Press Release
  42. 42. The Online Press Release •  Rich Content – Video, Links, Photos •  Copy into body of email as opposed to attachment – newsdesks get hundreds of emails daily – even clicking to open an attachment may take too long •  Make it ready for social sharing – hyperlinks, social media links, blog links, video embedded, photos and caption in file info and in the body of the email •  Have a spokesperson ready and available •  The New Rules – Media Is Social
  43. 43. The Online Press Release
  44. 44. The Online Press Release The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  45. 45. Traditional Press Coverage
  46. 46. Traditional Press Coverage
  47. 47. News is Social
  48. 48. News is Social
  49. 49. News is Social
  50. 50. News is Social
  51. 51. News is Social
  52. 52. 5. Media Databasing & Distribution •  •  •  •  •  •  Media Contacts Directory (PRII or Mediacontact.ie) Don’t send everything to everyone Be specific, be relevant Who are influencers in your space? MediaHQ – distribution service Social Media Newsroom - hosted on your website or on a third party paid for site e.g. MediaHQ
  53. 53. 5. Media Databasing & Distribution
  54. 54. 5. Media Databasing & Distribution
  55. 55. Online PR Managing, Moderating & Monitoring 1.  2.  3.  4.  5.  Media Relations – The Rules of Engagement Preparing your story for online outreach Measuring story success Case study Your Online PR Strategy
  56. 56. 1. Media Relations The Rules of Engagement How to annoy a journalist…what not to do! (Ref Handbook) 1. Sending a lengthy press release 2. Listing an elusive contact person  3. Not having an online presence for the brand 4. Using bad grammar 5. Having a boring news angle  6. Force-feeding information 7. Sending poor visuals
  57. 57. 2. Preparing Your Story for Online Reach Use the right keywords No jargon Use 1-2 Keywords in your Headline and subhead. Rich content/multi-media: Hyperlink but don’t over hyper link – e.g. 2-3 links for a 400-word press release. •  Don’t forget to social share the press release and the multi-media content •  •  •  • 
  58. 58. 2. Preparing Your Story for Online Reach
  59. 59. PR & SEO SEO and PR go hand-in-hand. Here’s some top tips to optimising your news release and your PR value. •  •  •  •  •  •  •  Building Links Meta Text Search your Ranking Get Social The Photo Stay within the Google Rules Keyword Searching
  60. 60. 3. Measuring Impact & Success •  •  •  •  •  •  Actual Media Coverage Figures on readership/listeners/viewers/traffic New awareness amongst stakeholders Office traffic - calls/emails WOM - Word of Mouth traffic Brand Awareness
  61. 61. 3. Measuring Impact & Success
  62. 62. Monitoring Tools   Google Alerts   Media Monitoring e.g. Kantar   Podcasts from radio stations   Search Engine Optimisation   Social Media Insights   Google Analytics   Radian6
  63. 63. Monitoring Tools
  64. 64. Monitoring Tools
  65. 65. Monitoring Tools
  66. 66. Monitoring Tools
  67. 67. Monitoring Tools   Podcasts
  68. 68. Monitoring Tools   SEO
  69. 69. Monitoring Tools   Social Media Insights
  70. 70. Monitoring Tools   Google Analytics
  71. 71. Monitoring Tools   Google Analytics 1.  2.  3.  4.  5.  Set up a Google Analytics Account Set up your Tracking Code (web not mobile) You may need your web developer to do this It will take up to 24-hours to activate Access Google Analytics here: https://www.google.com/analytics/web 6.  Click: Show Metrics 7.  Review the statistics and set targets
  72. 72. Monitoring Tools
  73. 73. Monitoring Tools
  74. 74. Monitoring Tools   Radian6 – monitor conversations about your brand, competitors. Route insights to sales, customer service, PR
  75. 75. 5. Case Study !
  76. 76. 5. Case Study Client: Alcohol Forum Campaign Aim: Build brand awareness of advocacy group Alcohol Forum. Launch to national audience. Profile only in NW. Campaign Strategy: Host Ireland’s First National Alcohol Awareness Week with a national conference, sideline events nationwide and a multi-media campaign.
  77. 77. Measuring ROI – Case Study
  78. 78. Measuring ROI
  79. 79. 5. Case Study
  80. 80. Your Online PR Strategy
  81. 81. Framing Your Story & Online PR Strategy 1.  2.  3.  4.  5.  What’s the trending/breaking story in your sector? What’s your news angle? Draft the news release Who are the influencers? Media Distribution list Let’s work on it.

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