Sharing Your (Business) StoryThrough PR & Social Media

Anthony Kirlew

#ThriveHealthFair

• Wall Street Journal

• MSN

• About.com

• Fox News

• Go Gilbert Magazine

• 202 Magazine

• Arizona Republic

Where My Clients & I Have Received Press Coverage

• Blog Talk Radio

• Scottsdale Airpark News

• East Valley Tribune

• Business News Daily

• Modesto Bee

• Washington Business Journal

• Phoenix Business Journal

• The art of developing and managing the public image of an organization

• Can include:

o Drafting and distributing press releases

o Developing relationships with local and industry media professionals

o Crisis / Reputation Management

• It’s not advertising

• Doesn’t have to be expensive

• Not a one-time event

• Goal is publicity (getting noticed & getting your message out)

What is PR (Public Relations)

• Print (Newspapers, Magazines, etc.)

• TV

• Radio

• Online

• Social Media

Typical Channels for Publicity

Why You Should Consider PR

Who is the best person to tell your story?

HINT: It’s not you

Editorial Content Ranks #3 in Trust

• Third party credibility / validation for your company, product, or service.

• Increases Online Exposure in Search Engines

• Reinforces Your Expertise

• Proactive Brand / Reputation Management

More Reason to Leverage PR

STORY: Local (Mesa based) Electrical Contractor was hired to update wall sconces at the Biltmore Hotel and wanted to sell them.

PITCH: My company ran a local PR campaign for them.

RESULT: Received media coverage via Mesa Republic & KTAR

Small Business PR Case Study

Small Business PR Case Study

RESULTS:

According to client “Phone Rang Off the Hook” for a few weeks after media coverage.

Client generated roughly $3,000 in sales and service (installation) revenue and generated additional exposure via web and print.

Campaign cost = $750.00

ROI = > 300%

Small Business PR Case Study

• Be a News Source

• Be a Newsmaker

2 Strategies for Gaining Publicity

Develop relationships with journalists

Media Events

Social Media

Direct Outreach

Subscribe to Press Services

HARO – HelpAReporter.com

PitchRate.com

Becoming a News Source

Social Media Press Opps

A silver bullet for your PR campaign

Media requests delivered via email three times per day

Help a Reporter

• How to respond

o Explain why you are the expert

o Provide input for their story

o Always give your cell number as a contact

o Citing prior media mentions can help

o Have an online news room on your website

Becoming a News Source

Press Releases 101

Be a Newsmaker

• Headlines

o Use numbers / stats

o Use keywords (helps with SEO)

• Opening Paragraph

o Who - is making the announcement?

o What - are they announcing?

o When - is this taking place?

o Where - is this taking place?

o Why - do I care? (or why is this newsworthy?)

Press Release Creation

Press Release Creation

• Always written in the third party

• It’s not advertising

• Always use a quote

• Make sure it is proofed and edited

• Close with “About Company” paragraph and link.

Press Release Distribution

• Personal media contact list

o How do they prefer to connect

o When to connect

o Getting back in time

o The power of working with interns

o Personalize the pitch

o Are they the right reporter?

Press Release Distribution

• Online services (I don’t recommend free services)

o Webwire.com

o OnlinePRMedia.com

o PRWeb.com

o PRLeap.com

• Social Media

o Personal SOI - Contacts, Fans, Clients, etc.

o Industry / Local bloggers

Responding to Journalists

• Respond ASAP

• Get media coaching (Especially for TV)

• Be cautious of paid offers

Additional Press Tips

• Create a Media list

o Target geo and industry

o Use social media to connect

• Editorial Calendars

o Make PR an ongoing part of your marketing campaign

• Understanding Journalists

o They need experts

Let’s Get Social!

Social Media Strategy

• Developing a Social Media Footprint

o Create compelling profiles

o Start with who you know

o Educate, Empower, & Influence

o It’s not about selling

o Great for branding and building online presence

Social Media Sites That Matter

o LinkedIn (B2B)

o Twitter (Hashtags)

o Google+ (Hashtags)

o Facebook (B2C)

o Pinterest

#Hashtags

Social Media Strategy - Blogging

• The most critical component is a blog

o Your blog is your social media hub

o Allows you to promote (unlike press releases)

o Answer Questions

o Creates content for your competitors to share

o Guest blogging

Social Media Tactical Strategy

• Advertise with Caution

o Have specific goals

o Capture leads

• Practical & Tactical

o Share often but make it count

Tips

Testimonials

Events

Blog posts

Ask / Answer questions

Social Media Tactical Strategy

• Images and videos often get shared more

• Sell less, give more

• Never link to dormant social media profiles

• Be relevant (Use an editorial calendar)

• Tell people what you want them to do (Like, Share, etc.)

• “Ask for a date”

• Track everything

Questions?

Your Next Steps

• Start creating your PR strategy.

• Start creating your Social Media strategy.

• Take part in the coaching program being offered.

• Register for my FREE eCourse at www.akaim.com

Contact Me:

Anthony KirlewTel: 602-903-6223 x700Email: akirlew@akaim.comWeb: http://www.akaim.comFacebook: http://www.facebook.com/aka.internet.marketingLinkedIn: http://www.linkedin.com/in/akirlew Twitter: @AnthonyKirlew @oldschoolseo

Thank you for attending!