Slides from a presentation made by Cooper Smith Agency to a major architecture firm about the current state of PR, the increased role of social media in PR outreach, client expectations, and trends to watch for in 2012.

1. Public Relations &
Social Media
Outreach

2. Three Types of Media
1. Paid - Advertising placements
2. Earned - Editorial coverage in the media,
a.k.a "Publicity"
3. Owned - Websites, Blogs, e-Newsletters,
Social Media

3. What PR Firms Do
1. Media Relations - Coverage of projects &
expertise by the media
2. Social Media - Managing and feeding our
clients' social media channels (Facebook,
Twitter, blogs, etc.)
3. SEO - Improving how our clients' websites
rank organically when searched

4. Top Reasons for PR
The top objective of everything we do is to help
our clients grow their businesses, as well as
recruit and retain top talent.
● Win new clients
● Earn repeat business of existing clients
● Make the sales cylce/RFP process easier
● Recruit & retain top talent

5. Strategies
For professional services firms, it's all about
positioning you as experts in your field.
● Share your specialized expertise and
point-of-view.
● Profile your projects.
● Spread the word when you're highlighted
somewhere.

6. The Changing Media Landscape
The definition and role of "the media" has
changed significantly in the past 3-5 years.
● Recession = massive staffing cuts
● Social Media has grown exponentially
● It's unacceptable for a magazine to not also
have a blog and a regular e-mail update.
● Newsrooms are doing more work with less
people = less depth of coverage

7. Media Relations
Press releases on your projects.
- The press release is still PR's workhorse, but it's different now.
- Transactional triggers are key to making it newsworthy: new projects,
groundbreakings, completions, awards, LEED certifications, etc.
- Short (400 words), direct narrative, not flowery or architect-speak.
More like a quick-read executive summary with key points.
- Press releases provide quick info about a project, and are also good
background documents for establishing expertise for trend articles.
- Online press release acts as a central info hub, with links to images,
videos and other resources about the project.

8. Media Relations (con't)
● Develop an editorial calendar of potential
opportunities in your target publications.
● Proactively pitch your expertise and projects
to reporters/editors.
● Identify awards and rankings, particularly
those given by media outlets.

9. Social Media & Online Outreach
The goal is to make you an expert on a specific
topic and to make you easy to find, contact and
engage.
● Blog - This will be the central hub of all of your online activities where you
can share your insights, opinions, industry news, etc.
● e-Newsletter - Talking directly to your clients, prospective clients and
anyone who has an interest in your firm or the given topic.
● Social Web - Facebook, Twitter, LinkedIn, Google+, etc.

10. Example:
Your firm featured/quoted in a story.
1. Post to website - Highlight that you were "as seen/quoted in"
2. Share story online - Share story on Facebook, Twitter, Google+, etc.
3. Expand on the topic on your blog - Move the story forward and provide
additional perspectives.
4. Share blog post - Share with publication, reporter and "fans" via social
web.
5. e-Newsletter - Tell your contacts about the story, and your expanded
thoughts. This builds credibility through 3rd party validation.

11. Expectations
● In-depth print coverage is a thing of the past.
Articles will be short and photo-driven.
● It's the message, not the medium.
○ Stop asking "Is it going to be in the print version,
too?"
○ Online coverage has more eyes and uses.
● Less control...and that's okay.
● Embrace social media.
● It's a lot more work!

12. Trends for 2012
● Brands as Publishers/Journalists
○ Skip "traditional media" and talk directly to your
audience in an editorial voice (not salesy).
○ Microsites, microsites, microsites
○ Video will be huge.
● The media will continue to do more with less.
○ PR folks are more necessary than ever, but will be
expected to act like embedded journalists, not brand
representatives (no jargon, marketing-speak).

13. Trends for 2012 (con't)
● Social media is here to stay and will be
bigger than ever.
○ Integration in every thing you do is necessary.
○ "Twit Pitch" - The pitch in 140 characters or less.
● SEO will grow as a PR function.
● Flash is a dead technology.

14. Thank You & Q&A
● Questions? Contact:
Cooper Smith Koch
cooper@coopersmithagency.com
(214) 329-4477 office-direct
(214) 755-5359 mobile/text