marketing essentials: public relations/earned media & social media/owned media strategy

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