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“The influencing of opinion through content”
Larry Weber, Chairman, W2 Group
Earned vs. owned vs. paid media and content
PR
≠ “press release”
Message control, education, influence;
condition your market and decision makers
Story telling on a dynamic scale
So, yes, you do need a story to tell
7.
Story is built on messages
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Who are you?
What do you deliver?
Who do you do it for?
Why do you do it better than others?
Why are you different?
Why should we care?!
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Compelling, credible, consistent
Good messages:
Not what you do, what you do for others
Magnify strengths (credibly)
Diminish weaknesses (credibly)
Adjust to accommodate change
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Focus on small number of important outlets
Understand writer/editor
◦ Where is your audience and how do they consume info?
◦ Media, bloggers, influencers
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Think like them and their audience
What do they like, dislike?
Hot button topics, consistent themes
Context
“Politely stalk” and connect via social media
Events
Network – nothing beats face time.
Casual, low pressure
Build a relationship, don’t assume
The easy stuff: Know deadlines and preferred modes of contact
Ask media to moderate panel discussions, seminars, Web chats
Always keep in mind the “so what?”
Communicate…create conversations…earn their trust
9. Create
Curate
Request
Be relevant, provocative, informative
Don’t make your content only about you
Use multiple media as often as possible
10.
Choose relevant goals
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Message playback
Web traffic
Engagement levels
Influencers and followers
Select a metric and a method; collect data
◦ Alexa, TrackMaven, RavenTools, SproutSocial, Googl
e Alerts, Google
Analytics, KISSmetrics, Traackr, eyes and brain.
Analyze you data
Adjust your program as needed
11. PR+Social: Provides a holistic approach to marketing
Message integration, reinforcement, amplification
To Do List:
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Blog and comment regularly
Make sure basic social media profiles are complete
Build relationships with media, influencers, prospects
Make a calendar (news, blogs, SM postings, events, etc.)
Build all communications for shareability, SEO, multi-media
Claim Twitter handle, use daily
Share graphics
Explore YouTube or Vimeo channel
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Commit to CONSISTENCY
Be credible and creative
Treat your audiences as part of the family
Earn your reputation as a trusted source of
info and perspective