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Long Tail PR in a Digital World

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Operational Sustainability™
Operational Sustainability™

Discussion of the digital half-life of stories, ways to connect effectively with the media, and how to identify the stories in your business or brand. Long tail PR is a longer-term view of public relations versus "getting ink." - as presented to the Broken Arrow Business to Business program through the Broken Arrow Chamber of Commerce

BusinessActualités & PolitiqueTechnologie
1  sur  16
PR: Beyond the Press Release Adventures in using new media to tell your story and find your audience Tweeting This? #PRtips @Mandy_Vavrinak
What’s the Goal?
Who Cares? O Human Touchpoints O How does what you do impact people’s wallets, health, enjoyment, time? O Who makes it happen? O Do you have examples? O Environments and Attitudes O Thinking Long Term O PR isn’t just about “getting ink” anymore
Newsroom Reality
The Package & The Pitch O Desired audience and goal O “Hard News” – immediacy, info-driven O Facts first, then impact and effect O “Soft News” – More people & community focus O Lead with impact, still fact-driven O “Feature” – People & emotion driven O Lead with outcome, effect or emotion
Relationships Matter O Relationships get you attention O Follow, friend, subscribe, watch, comment , tweet, share O Social Media is a shortcut to building relationships with media O Make the job easier O Details available online is a welcome thing in most cases
Online PR
Online Results
Offline Results
Pitchengine.com
Pitchengine.com
Better Than Email or Word
Quality vs Quantity
Pitch Perfect? O Use the online tools you have O Remember the digital half-life of stories & press O It’s not just about the press you get today O Have a clear plan and objective O Connect purposefully in advance O Connect personally when you pitch
Questions? Twitter @Mandy_Vavrinak Facebook: it’s obvious, right? http://mandyvavrinak.com LinkedIn: Yep, same name Email me: mvavrinak@mac.com

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Long Tail PR in a Digital World

  • 1. PR: Beyond the Press Release Adventures in using new media to tell your story and find your audience Tweeting This? #PRtips @Mandy_Vavrinak
  • 3. Who Cares? O Human Touchpoints O How does what you do impact people’s wallets, health, enjoyment, time? O Who makes it happen? O Do you have examples? O Environments and Attitudes O Thinking Long Term O PR isn’t just about “getting ink” anymore
  • 5. The Package & The Pitch O Desired audience and goal O “Hard News” – immediacy, info-driven O Facts first, then impact and effect O “Soft News” – More people & community focus O Lead with impact, still fact-driven O “Feature” – People & emotion driven O Lead with outcome, effect or emotion
  • 6. Relationships Matter O Relationships get you attention O Follow, friend, subscribe, watch, comment , tweet, share O Social Media is a shortcut to building relationships with media O Make the job easier O Details available online is a welcome thing in most cases
  • 10.
  • 13. Better Than Email or Word
  • 15. Pitch Perfect? O Use the online tools you have O Remember the digital half-life of stories & press O It’s not just about the press you get today O Have a clear plan and objective O Connect purposefully in advance O Connect personally when you pitch
  • 16. Questions? Twitter @Mandy_Vavrinak Facebook: it’s obvious, right? http://mandyvavrinak.com LinkedIn: Yep, same name Email me: mvavrinak@mac.com