Fundamentals for the New Era PR Pro

Sarah Evans

Owner, Sevans Strategy

FUNDAMENTALS FOR THE NEW ERA PR PRO

Sarah Evans (@PRsarahevans)

MY EVOLUTION…• Communications major,

PR emphasis• Communications &

Gov’t Relations for largest healthcare system in Chicago

• PR agency• Director of

Communications, community college

• Sevans Strategy

WHAT DO I DO?

Create socialized brand news and engagement around big events.

With a team, of course.

IDENTIFIED A NEED,

WENT FOR IT!

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WIN

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MOST SHARED SOCIAL CONTENT DURING 2014 CISCO LIVE 

WHAT DO YOU WANT TO DO IN THIS “EPIC BATTLE FOR ATTENTION”?

“1 in every 3 online Americans is a

conversationalist, someone who updates their status on

a social networking site such as Facebook or posts updates on Twitter at least

once weekly.”(Credit: Forrester)

THE PR PRO OF TODAY IS A/AN:

• Strategist• Communicator• Producer• Writer• Editor• Creator • Connector• Tech enthusiast and

champion

The biggest trend?

“…the way we’recreating oceans of new data with the mobile devices and other sensors we carry around with us.” (Mary Meeker)

CHANGE FRAME OF REFERENCE

1. Third party endorsement (blogger/influencer)

2. Personal share (self)3. Unbiased,

comprehensive coverage (journalist)

Photo Credit: @PRsarahevans

COMMUNITY & CONTENT THAT IS: PERSONALIZED,

PORTABLE, PARTICIPATORY

“…the nurse isn’t real –‐ she’s part of a project by two creative interns in New York ‐‐Vince Mak, 23, and Colby Spear, 24 ‐‐ in support of Men’s Health Month, which is June.” (ABC News)

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WIN

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2013 Licensing Expo:Efforts resulted in more than 19.5 million online impressions over two days (Twitter, Instagram, Facebook, YouTube, Vine, Blogs)

2013 Cable Show: Created the number 3 top trending topic on Twitter for Cox Communications

MILLIONS OF VIEWS & A TRENDING TOPIC

The average article reaches half its total social referrals in 6.5 hours on Twitter and 9 hours on Facebook.

-Mary Meeker

GREATCONTENT

• People remember it• Involves an emotional connection• Relatable• Written, visual and audio

Share, care or swear!

The Postcard ProjectSarah + @Postagram

• Opt in (www.sincerely.com/sarahevans)

• Every Tuesday• 122 cards sent in 2 mos.• 5 people sent cards back• On average:

– 2 tweets per recipient + photo

– 1 Instagram post– ¼ Facebook post– ½ email

WORK FLOW• International & national headlines,

localize story• Holidays, observances• Customer or brand lifecycle• Conferences, media events• Google trends• Company milestones, human interest

stories• Add top newsrooms to your phone• Utilize ifttt• Top social network trending topics• Twitter lists of top tier media

– Mobile notifications– Tweetdeck or Hootsuite columns

• Monday: “15 reasons why you love being entrepreneurs #new”

– Interviews from people in your industry – Tweetable sound bites with link back to the

article (tweet this)– Email post to all participants in advance

• Tuesday: Guest post from an employee (human interest story)

• Wednesday: How your company helps entrepreneurs

• Thursday: Pin-worthy images

• Friday: INFOGRAPHIC

Photo credit: http://www.flickr.com/photos/krish4u/470892327/

CreateIt’s “National I <3 Being An Entrepreneur Week”

K.I.S.S.• Identify your “key times”

(Tweriod)• Schedule posts to go

out at times you’re most likely to reach your community (Buffer)

• Automate your sharing (dlvr.it)

• Reminders to share evergreen content every few weeks or months.

Social collaboration tools, like Evernote, Google Drive, etc…

5 to 10 posts per day, plus email, plus social shares

1/3 of each Curate. Aggregate. Original.

BEST TOOLS AVAILABLE:

Content creation• Wordpress• RebelMouse• Tumblr

Content sharing• Buffer• Share.to• Tweetdeck• IFTTT• Feedly

REBEL MOUSE PRO TIP:• Individual post,

Advanced Settings• Use curated and/or

aggregated content to continue to drive views 24/7

TACTIC: Set up a Twitter dashboard toidentify opportunities

http://prsarahevans.com/2010/01/how‐to‐set‐up‐a‐free‐online‐monitoring‐system/

TOOL: TACTIC GRID

NEW(ISH) TOOLS OF THE TRADE

• Smartphone or tablet• Tablet• Hotspot/portable internet• Apps for content creating,

editing and sharing• USB charging devices• Back up mobile battery• Extra cables• Extension cord• Light and sound kit for mobile or

tablet device• Photo/video waiver for

electronic signing (if needed)• Dropbox• Evernote• Google Drive

QUOTES, QUESTIONS & QUIPS

THE PINTRISTIFICATION & INSTAGRAMIZATION OF CONTENT

If you like it, then you should have puta filter on it. #greatcontent

EVERY SINGLE POST NEEDS A PIN-WORTHY PHOTOEVERY SINGLE POST NEEDS A PIN-WORTHY PHOTO

Photos on Facebook Generate 53% More Likes Than the Average Post

HubSpot, 2012

And, let’s face it, animated GIFs are pretty much gold on Tumblr.

GREAT WRITTEN CONTENT GIVES PEOPLE MORE W/O MAKING THEM ASK

• A winning combination: anecdotal, facts and stats, prescriptive to-dos

• Recommends other content you’ve created

• Links to important site tags within the article (e.g. umbrellas)

There are plug ins for Wordpress that will generate “related articles,” but also take the time to reference links in post and do curation “by hand.”

7 APPS FOR CREATING GREAT VISUALS FROM YOUR PHONE

1. Phonto2. Over3. News Booth4. Whims5. Phoster6. VSCOcam7. Screenshot

*iOS recommendations

Tools and Resources• Tweetdeck – Third-party application to manage

Twitter accounts (http://tweetdeck.com) • Search.Twitter.com – Twitter search

(http://search.twitter.com) • Twellow – Identify people to follow based off of

details in their Twitter bio (http://twellow.com) • WeFollow – Identify people to follow based off of

how they classify themselves (http://wefollow.com)

• Twitalyzer – Most sophisticated Twitter analytics tool (http://twitalyzer.com)

• Listorious – Aggregator of Twitter lists (http://listorious.com)

• Flowtown – Import current email addresses, locate social networks (http://flowtown.com)

• Flavors.me – Aggregate online profiles in one place (http://flavors.me)

• Help a Reporter Out – Media opportunities (http://helpareporter.com)

• Knowem – Find where your name is available and secure it (http://knowem.com)

• Bit.ly – URL shortener (http://bit.ly) • J.mp – A shorter version of bit.ly (they are one

and the same…simply a shorter version of its predecessor) (http://j.mp)

• Quarkbase – Overview of monthly web visits and other analytics (http://quarkbase.com)

• Board Tracker – Find brand mentions on online forums and discussion boards (http://boardtracker.com)

• Pitchengine – Social media release platform (http://pitchengine.com)

• SocialMention – Analytics and sentiment (http://socialmention.com)

• Twellohood – Find people tweeting by location (http://twellowhood.com)

• Mail Chimp – Email campaign platform (http://mailchimp.com)

FUNDAMENTALS FOR THE NEW ERA PR PRO

Sarah Evans (@PRsarahevans)Email: prsarahevans@gmail.com

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