Build a boffo online press Build a boffo online press

kit!kit! Rebecca Krause-Hardie / AudienceWorks.com

January 12, 2010

Funding for the Bootstrap Music Series comes from The New York State Music Fund, established by the New York State Attorney General at

Rockefeller Philanthropy Advisors.

Introductions & Housekeeping

Rebecca Krause-Hardie

Today’s plan

What is PR anyway?

PR: The changing landscape

A little stuffy history

Essentials for your online Press Kit

Oops, I wish I hadn’t done that…

Cool stuff

Homework (talk’s cheap)

Q & A (but don’t wait until the end!)

What is PR?

Its public relations (not manipulation)

Informing, presenting, & distributing your brand

Using all the available channels… appropriately.

Who, what, where, when & why

A little history of the Press Kit

October 28, 1906

A little history of the Press Kit

A little history of the Press Kit

Who was it for?

Your local newspaper, radio or TV

you were really trying to reach…

Who is the Press Kit For Today?

Traditional Media

Presenters

Bloggers

Influencers

Radio Stations

Who else?

PR: The changing landscape

We can now reach communities of people directly.

We don’t control the media

Participation is the new marketing

Media is becoming socialized

New classes of authoritative voices

Newsflash: People are listening to each other!

Old Model of Communication

One to Many

Press

The same messageto many recipients

Me

Here’s the New Model of Communication

When we do, here’s what happens

Me

Examples of Good & Bad PR

Amazon - Kindle 1984

Examples of Good & Bad PR

Jet Blue - on the runway for 12 hrs

What to communicate & when

Big things

Little things

Some Examples

Become the other person

Who are you trying to reach?

What kinds of people

What is important to them

Where are they

Where do they look for information

Why Regular Press Releases Fail in Social Media

They have the wrong singular focus, which is on the company issuing the release.

They are full of marketing-speak that inherently engenders mistrust in the eyes of the social media audience.

They don’t have a specific audience in mind, and are written broadly and presented blandly.

The Social Media Press Release

Essentials of an online Press Kit

The Usual Stuff

Contact Info

Headline

Core News Facts

Quotes

Boilerplate Statements

Photo

Reviews, Press Quotes, Etc.

Essentials of an online Press Kit

The New Stuff

New Contact Info

Stories

Links

MP3 File / Podcast

Graphics

Video & Other multi-media

Search Engine Optimization “SEO”

RSS Feeds

Make it easy to share!

Contact Info

EXAMPLEName: Rebecca Krause-Hardie

IM contact YahooIM arkrausehardie

Skype krausehardie

Email krause @ moonroad.com

Phone 978-575-1454

Google PhoneTwitter @arkrausehardie

Links

MP3 File / Podcast

Graphics

Video

Search Engine Optimization

Identify your keywords

Use them frequently in your press release (But don’t overdue it).

Search pays special attention to Headers and items in bold

Search ignores flash, video, and graphics

Google Adwords Tool

https://adwords.google.com/select/KeywordToolExternal?defaultView=2

Google Adwords Tool

Google Adwords Tool

Music Genre

Free ?

Instrument

Presenter

Composer

Performer

Conductor

Concert

ClassicalHeavy MetalChoralCountryBlues

RSS Feeds

Do you have lots of news that is updated regularly?

Make it easy to share!

Creating your Press Kit

Tone

A destination

A packaged story

Influence the Influencers

Your Press Kit

Home base

Vibrant

Fan Acquisition

Tool for Fans

Conversion place

Useful

Examples of Press Kits

PR Web musician services

PR Web (page 2)

Examples of Press Kits

Examples of Press Kits

Topspin services for musicians

Let’s go look on the web

Homework

Discover your keywords (and bring them next week!)

Define who are you trying to reach

In one sentence tell us why we should write about you and why our readers will care.

Q & A

THANK YOU!

The Blog:

http://nysarts.typepad.com

Post your stuff, your questions, your insights, your feedback….

Upcoming Sessions

Session 2: PR Best Practices online

Tuesday Jan 19, 4:30 PM

Session 3: Successful Promotion on the web

Tuesday Jan 26, 4:30 PM

February: Multimedia Skills

March: Music, Money & Sustainability

Resources

The Blog: http://nysarts.typepad.com

Adwords: https://adwords.google.com

Musicians tools:

http://www.topspinmedia.com/

http://www.reverbnation.com/

http://tinyurl.com/prweb1Case Study: http://tinyurl.com/fistfulayen1

PR template http://tinyurl.com/smPR1

Glossary of web terms:

http://www.seobook.com/glossary/#