Building a Public Relations Campaign for Today’s Digital

World

The Early Days of Public Relations

Traditional PR Tactics• Control the Message, Press Releases• Create and Distribute Press Kits• Media Relations• Develop Hooks/Angles• Support/Leverage Events• Broadcast News• Crisis Management• Community Relations

75% of all US Web users receive or find News online. That’s 199,500,000!

Pew’s “Generations Online 2010” Report

Newspaper circulation is down 7 million over the last 25 years

??

The ChangingMedia Landscape

Source: Arbitron, Audit Bureau of Circulations, comScore Media Metrix, Nielsen Media

MediaConsumptionPercentage of news and information US consumers receive from media each month.

Building Your Digital PR Toolbox

#1 Position!

https://adwords.google.com/select/KeywordToolExternal

Profnet/HARO Slide

SEO/PR = Innovative approach that combines Public Relations with Search Engine Optimization generating more sales leads and publicity through crafting/optimizing press releases and e-zine newsletters.

Additional Benefits Include:• Your website’s rankings • The number of referrals

from search engines• Increased qualified

prospects/clients

WHAT IS SEO/PR?

The Importance of SEO/PR76,632 Searches

31,260 Searches

141,360 Searches

Whoosh Announces New International WebsiteReuters, NYC – 5 days ago,,,Whoosh today announced a new Website developed by legendary Web-build firmMolecular out of Watertown, Massachusetts. “The capabilities impressed us…” Proclaimed Whoosh CEO, Suzanna Banana

Fashion World Excited By New Designer’s AMAZING Web SiteVogue – 3 hours ago“This site carries an extraordinary range of designer women’s clothes and running shoes. We were delighted with the ease of navigation and the shopping cart functionality of this site. The free shipping and overnight options were particularly desirable. If there were shortcomings in the site, they were not immediately evident to this reporter…

Press coverage sometimes show up in the natural search results, too.Whoosh Launches E-Commerce Site – BusinessWeek – 1 days ago

Whoosh site a hit with women – Vogue – 3 hours ago

#1 Position!

Vitale Caturano Shareholder William Kracunas Named To Boston Business Journal’s 40 Under 40 List

6 days: 28,712 Impressions!

Online Surveys

Newswire Services

1Find your customers

2 Listen to them

3 Identify influencers

4 Craft messages

5 Utilize search + social

6 Create content

7

Contest Results

• 5 million+ page views in 10 days

• 17,000+ entries

• Facebook fans increased 20%

• 5,000+ unique visitors to DancingDeer.com

Holiday Social Campaign

Followers 3,434

Followers 23,896

Followers 25,780

Followers 2,409

Followers 34,928

Followers 17,051

Followers 48,652

Followers 15,117

This resulted in a maximum reach of 2.5+ million impressions on twitter!

81 Targeted Blogs +

Campaign generated…

$175,000 +2 months!

Caturano and Company

Case Study

Call To Action

Media Coverage Received

• InfoWorld – November 20, 2008:“Tech Bottomline” column by Bill Snyder (article featured Robert Kish, vice president)

•The Boston Globe – November 21, 2008 “Business loans still flowing” by Ross Kerber (article featured Jeff Korzenik, vice president)

•The Boston Business Journal – December 19, 2008 “How to: choose a computer network system consultant,” by Keith Regan (article featured Robert Kish, vice president)

•Mass High Tech - January 23, 2009 Announcement on Vitale Caturano’s Sharepoint “Focus Series” event.

•Forbes.com – February 4, 2009 “The Tax Code Encourages Big Wall Street Bonuses” Opinion Piece By Jeff Korzenik

Media Coverage Received

• New York Times.com - February 4, 2009 “Economix” column by Catherine Rampell “The Tax Code Encourages Big Wall Street Bonuses” reprinted Opinion Piece By Jeff Korzenik

• Risk Management – March 1, 2009 “Recipe for Disaster” By Lori Widmer

• BusinessWeek Small Business’ “The Digital Manager” column - Bob Kish was interviewed for a column about how small business can make the best use of IT

• Data Center Management Magazine - Diego Rosenfeld was interviewed for an article on a Green IT Initiatives story

• The Street.com - Jeff Korzenik interviewed about the history of Wall Street

• InfoWorld – Diego Rosenfeld was interviewed by Contributing Reporter John Edwards’ Editorial Assistant, Eve Kaiser, for a piece on the outsourcing of IT government risk and compliance services (GCR). Diego also put Kaiser in touch with one of his clients for additional insights

Campaign Results

• Over $2m during December and January

• 2008 Q4 was one of their best for new business engagements

• Average 15-30 leads/month via website

• 1st page search results for 20+ keywords

• Over 8,000 visitors per month (almost doubled!)

• All goals/targets achieved

• Boston Globe, New York Times, Forbes

Our actions resulted in $650,000!

451 Marketing

Founded 2004

20 FTE’s, Boston + Chicago

PR + Social Media + Search

We work with and build great brands:

AJ Gerritson, Partner451 Marketing

21 School Street, 3rd Floor

Boston, MA 02108

617-259-1605 x 204

www.451marketing.com

www.451heat.com

www.Linkedin.com/in/ajgerritson

@AJGerritson