Date post: | 23-Jan-2015 |
Category: |
Business |
Upload: | sports-and-social-change |
View: | 890 times |
Download: | 3 times |
WEEK 3
Public Relations
Marketing Essentials
Public Relations
“If I was down to my last dollar,I’d spend it on Public Relations ”
~ Bill Gates
Public Relations
Expand your Definition of Media
PaidAdvertising
EarnedPublic Relations
ReviewsWord of Mouth
OwnedBlogEmail
PackagingSocial Media
Public Relations
Understanding Earned Media
Public Relations
Understanding Earned Media
It is what is said about the brand
that cannot be controlled by the brand.
Public Relations
Understanding Earned Media
Public Relations success comes from:
• Creating newsworthy stories
• Announcing accomplishments & milestones
• Introducing new products or services
• Highlighting Company expertise
Public Relations
Understanding Earned Media
Establish your identifiable selling point
• What makes your business unique? • Why should the press - or the public - care about what you’re doing? • Do you have an interesting story of how the business was founded? • Are you trying to accomplish something out of the ordinary?
Public Relations
Understanding Earned Media
Press Releases are a Saturated Market:
• Over 3,000 press releases are issued every
business day.
• Each press release costs anywhere from $250
to $1,000 or more to distribute.
Public Relations
Understanding Earned Media
Public Relations
Understanding Earned Media
Time Sensitive Events
• Are you introducing a new product or service?
• Can you tie-in with a current event?
• Are you doing something around a specific
holiday/event/time of year?
Public Relations
Understanding Earned Media
What does your audience watch/read/listen to?
• Print - Magazines/Newspapers/Weeklies
• Digital - Online/Mobile/Newsletters/Blogs
• Radio - AM/FM/Satellite/Digital
• Television - Network/Cable/Local
• Events & Speakers - Conferences
Public Relations
Understanding Earned Media
Building a Media List
• Identify the Story• Identify the Outlets / Reporters• Find contact info: email/phone/twitter/fax
(look on the masthead, in bylines, at the end of articles)
• Gather data: circulation/audience size, frequency of distribution, editorial calendar, pitch format
Public Relations
Understanding Earned Media
Creating the Pitch
Public Relations
Understanding Earned Media
Creating the Pitch: Importance = Newsworthy
Is this important to anyone in the world outside of these walls?
Public Relations
Understanding Earned Media
Creating the Pitch: Local Vs. National
Sometimes the Ventura County Star is more important than the Wall Street Journal
Public Relations
Understanding Earned Media
Creating the Pitch: Who Cares???
• Just because you sent it, doesn't mean they're going to write about it; issue the release to the reporters that are going to care.
“I recently got a message from a reporter working at a small
local paper who received 80 press releases in one day – of which
only two were relevant to what his paper covers.”~ Jeremy Porter, Journalistics.com
Public Relations
Understanding Earned Media
Creating the Pitch: Beware of “Vaporware”
Vaporware - big ideas that were supposed to revolutionize technology but were never actually released.
ALWAYS wait until you have the product in-hand before you start taking about it!
Public Relations
Understanding Earned Media
Creating the Pitch: EXERCISE
“My business news is…”
What has happened in your business in the past few months???
Public Relations
Understanding Earned Media
Creating the Pitch: Writing Tips
• Avoid Buzzwords and “Gobbledygook”
“Oh jeez, another flexible, scalable,
groundbreaking, industry-standard,
cutting-edge product from a market-leading,
well positioned company - Ugh!”
~ David M. Scott, “The Gobbledygook Manifesto”
Public Relations
Understanding Earned Media
Creating the Pitch: Writing Tips
• Keep it short, simple and to the point
• Headline: 80-120 Characters
• 1st Paragraph should address the
Who/What/Why/When/Where?
• Stay around 500 - 700 words, if possible
Public Relations
Understanding Earned Media
Creating the Pitch: Considering a PR Pro
• Relationships
• Writing / Pitching Skills
• Distribution / Follow-up
• Access to Media Services
Public Relations
Understanding Owned Media
Social MediaBlogNewsletter
Public Relations
Understanding Owned Media
Social Media - Broad Definition
The whole of consumer generated media, and the tools & practices people use to share
content, opinions, insights, experiences and perspectives.
Public Relations
Understanding Owned Media
Social Media - Broad Definition
• Platforms - Facebook/Twitter/Linkedin• Blogs/Blog Networks• Aggregators - Buzzfeed• Consumer Reviews - Yelp• Photo / Video Sharing - Instagram/Pintrest• Wikis • Podcasts• Message Boards
Public Relations
Public Relations
Understanding Owned Media
Social Media
Find the channel that makes the most sense to reach your audience…
Public Relations
Understanding Owned Media
Social Media - Discussion…
What social media platform makes the most sense for my business?
Public Relations
Understanding Owned Media
Develop a Content Marketing Plan
• Who? Responsibilities
• What? Set Your Topics (Themes, Seasons, Holidays, Events)
• When? Set a Schedule / Use a Calendar
• Where? Appropriate Channels
• How? Tools (HootSuite, Twitterfeed, Landing Pages, WordPress)
Public Relations
Understanding Owned Media
Blogs / Newsletters
Public Relations
Understanding Owned Media
Blogs / Newsletters
• Be Consistent
• Have a Voice: Why should I read this?
• Grow your audience thru other channels
• Call to Action: Drive your readers to ______?
Public Relations
Understanding Owned Media
Be an “Expert”
• Speaking Engagements
• Events
• Guest Blog Posts / Articles
Public Relations
Conclusion
Public Relations
Resources
http://www.helpareporter.com http://www.mashable.comhttp://www.muckrack.com http://www.flacklist.com http://www.invesp.com/blog-rankhttp://www.technorati.com http://badpitch.blogspot.com http://www.prdaily.com http://www.mediabistro.com/fishbowlla