Date post: | 20-Jan-2015 |
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Old School/New School: Developing an Effective PR Strategy
Susan PaytonPresident, Egg Marketing & Public Relations
INTRODUCTIONPresident Egg Marketing & Public Relations eggmarketingpr.com
Blogger The Marketing Eggspert Blog marketingeggspert.com Mashable mashable.com/author/susan-payton
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Susan Payton
PR: Old School
• Mail press releases to editors• Hold press conferences• Not for the average company • Costly and ineffective for most companies
Companies Publications
=Ineffective!
PR New School
• Email or Tweet press pitch• Online media kit• Every company should have PR• Low cost and time investment
Companies
• Magazines• Websites• Blogs• Consumers
=Maximum Reach, Minimum Effort!
What is New School Public Relations?
Getting information or news about a company to the general public.
Examples: •Press Releases •Product Reviews (on blogs, in magazines) •Social Media (Twitter & Facebook)
Press Releases
Press Releases
Methods to Distribute
1. Online distributiono PRWeb.com
2. Media
o journalistso bloggers
Benefits• Educate readers• Free promotion• SEO
•Launch of new business/grand opening •Launch of new website •Addition of major client or contract •Announcement of contest •Donation to charity or nonprofit event •Award received •Coverage in major media source
Topics to Write About
How to Write a Release
•Who•What•When•Where•Why•How
•Clear Benefit•Catch Reader’s Attention
• Quotes•Contact Info•About Us
Pitching to the Media
What Not to Do • Send to every source, regardless of relevance • Misspell name • Not do homework • Not read the publication
What To Do: •Target your list •Get proper spelling •Find updated list of contacts •Read the section that's best fit for your news
Press Release Tips• Show a benefit to readers; why do people care?• Provide contact info: website, email, phone• Distribute midweek • A press release isn't advertising• Don't just list product benefits; problem solve
Press Release NewsroomDoes your website have a News page? •Single source for all news•Chronological listing of activity •Changing content good for SEO
Bloggers: Today's Journalists
Because bloggers look for fresh content regularly, you may be able to work with some in your industry to spread the word about your business. •Product Reviews •Product Giveaways •Press Releases •Brand Evangelist *Some bloggers charge for reviews.
•Interacts with other social media, blogs, websites. •Free or very cheap •Anyone can do it! •Expands your brand’s reach
Social Media and PR
Facebook • Create Page for
companyo press releaseso questionso reviewso photoso events
Which Sites to UseTwitter • Find potential customers
and follow them.• Tweet both personal
and business. No one likes straight business
• Create conversations! It's 2-way!
Throw me your best PR questions!
Didn't get yours answered? Visit www.marketingeggspert.com and search for
the answer or email me: [email protected]
Q&A