Putting the “P” back in PR
Integrating Social Media Outreach into your Communications Strategies
It’s no longer just about the media
Social Networks Empower EveryoneBrian Solis blogs at PR 2.0 http://briansolis.com
Information Travels Differently
David Armano blogs at Logic+Emotion – http://darmano.typepad.com
Where to begin?
They Say Press Releases are Dead
But, that’s not really true
They just need to be adapted for sharing and search
Kevin Dugan and Richard Laermer write the Bad Pitch Blog:
http://badpitch.blogspot.com/
SEO – Search Engine Optimization
Create content that is easily found by consumers AND journalists
SEO Basics
For more information about SEO, read Lee Odden’s blog, http://toprankblog.com/
Google AdWords Keyword Tool
Google Trends
Start Reading Blogs
http://adage.com/power150/
RSS
•Real Simple Syndication•Delivers latest posts in a reader or via email•RSS address differs from the URL
Build relationships with bloggers before you need them
Put down your shotguns
In other words, DO NOT email blast your press release
The Don’ts of Blogger Outreach
Blogger Outreach Best Practices
•Know what they write about•Know what their readers expect•Check their blog for a pitch policy•Be personal and as authentic as possible – do not use “key messaging” that you would not use in casual conversation•Do not send a pitch that you wouldn’t mind having posted to the Internet
Searching for the right bloggers
Subscription Services
• Radian 6 – Sentiment, comments, influence, trends, authority and internal response tracking
• CrimsonHexagon – Sentiment and comments• VibeMetrix – Sentiment, comments and
internal response tracking
Social Media Newsrooms
Shhhhhhhh, they’re really just blogs
Social Media Newsrooms
Shareable and Searchable
Questions?
For more information
• Technorati State of the Blogosphere report/2008• One half of all blog readers say they trust bloggers’
purchase recommendations• Brian Solis blogs at PR 2.0 http://briansolis.com• Lee Odden blogs http://toprankblog.com/• Kevin Dugan and Richard Laermer write the Bad
Pitch Blog: http://badpitch.blogspot.com/
Thank You Thank You Thank You
Shannon Paul
http://veryofficialblog.com/http://twitter.com/shannonpaul/http://friendfeed.com/shannonpaul/http://linkedin.com/in/shannonpaul/