marketing and pr webinar 1
TRANSCRIPT
Part 1:Public Relations & Social Media
Marketing EssentialsFor Teaching Professionals
Welcome
Howard BrodwinSports and Social Change
Cause Marketing | Corporate Social Responsibility | Social Enterprise
Public Relations
“If I was down to my last dollar,I’d spend it on Public Relations.”
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
OwnedSocial Media
EmailBlog
Public Relations
Understanding Earned Media
Public Relations
Understanding Earned Media
It’s 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 your expertise
Public Relations
Understanding Earned Media
Find the Story:
• Why should the press - or the public - care about what you’re doing? • Do you have an interesting story of how you got started in the sport? • Are you doing something unique in the community around golf?
Public Relations
Understanding Earned Media
Time Sensitive Events
• Introducing a new lesson program?• Are you doing something around a specific holiday/event/time of year? • Can you tie-in with a current event?
Public Relations
Understanding Earned Media
Press Releases are saturating the market:
• Over 1,800 press releases issued every business day through top 3 wire services.• Each press release costs anywhere from $250 to $1,000 or more to distribute.
Public Relations
Understanding Earned Media
Public Relations
Understanding Earned MediaWhat does your audience watch/read/listen to?
• Print - Magazines/Newspapers/Weeklies• Digital - Online/Mobile/Newsletters/Blogs• Radio - AM/FM/Satellite/Digital• Television - Local Network Affiliates• Events & Conferences - Speakers/Panels
Public Relations
Understanding Earned Media
Building a Media List• Find the Story first• Then identify the Outlets / Reporters• Get contact info: email/phone/twitter/fax
(on the masthead, in bylines, at the end of articles)
• Gather data: circulation/audience size, frequency, 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. NationalSometimes the Ventura County Star is
more important than USA Today
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 reporters that are going to care.
“A reporter working at a small local paper received 80 press releases in one day –
of which only 2 were relevant to what his paper covers.”~ Jeremy Porter, Journalistics.com
Public Relations
Understanding Earned Media
Creating the Pitch: EXERCISE
“My recent news is…”
What have you been doing in the past few months?
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: Writing Tips
• Who/What/Why/When/Where
Public Relations
Understanding Earned Media
Creating the Pitch: Writing Tips
• Include contact info: Phone/Email/Website• Proofread. Then proofread AGAIN.• Have a boilerplate "About _______” • Employ bullet points to highlight key points
Public Relations
Understanding Earned Media
What to pitch: Write a “Guest Article/Post”
• Local Newspaper/Website/Blogger• Be specific - Have a topic• Why is this beneficial for their audience? • Don't be overly self-serving • Stay within guidelines - length/word count • Proofread
Public Relations
Understanding Earned Media
What to pitch: Get on TV or Talk Radio
• You are a resource / local expert on Golf• Local morning shows tend to need content• Be "camera-ready" or "microphone-ready”• Speak in sound bites • Cross promote via Owned Media platforms
Public Relations
Understanding Earned Media
What to pitch: Provide Tips to the Media
• How to get ready for golf season• How to work on your swing in the winter• 5 Stretches for golfers • Top 10 courses to play in ___________.• Top 10 "bucket list" courses
Public Relations
Understanding Earned Media
Creating the Pitch: Writing Tips
• DO NOT use exaggerated words: Amazing, Revolutionary, Awesome, Fantastic, Ground-Breaking • DO NOT send attachments, unless asked • DO NOT call repeatedly to follow up • DO NOT send the same press release twice
Public Relations
Understanding Earned Media - Resources
Press Release Distribution
• PR Newswire• PRWeb.com / Vocus• PitchEngine.com• TV News Assignment Desks • MuckRack.com
Public Relations
Reviews / Word of Mouth
Online Review Sites / Social Media
• Maintain a current profile• Engage with reviewers • Try to resolve customer service issues
Public Relations
Public Relations
Reviews / Word of Mouth
Social Media
Understanding Owned Media
Social Media
Expand your Definition of Media
PaidAdvertising
EarnedPublic Relations
ReviewsWord of Mouth
OwnedSocial Media
EmailBlog
Social Media
Understanding Owned Media
Defining Social Media
Consumer generated media and the tools & practices people use to share opinions, insights, experiences and
perspectives.
Social Media
Understanding Owned Media
Define Social Media
• Platforms: Facebook/Twitter/Linkedin• Photo/Video: Instagram/Pinterest/Vine• Aggregator: RebelMouse/Scoop.it/TagBoard• Consumer Reviews: Yelp• Wikis: user-curated Guide/Directory
Social Media
Understanding Owned Media
Social Media
Understanding Owned Media
Goals Audience
Tools
Social Media
Understanding Owned Media - Goals
Define specific, actionable, reasonable goals
Are you trying to: • Become the voice of “golf” in your community?• Develop interest around lessons or learning to play?• Drive relevant & targeted traffic to your website? • Build a community through story and content? • Generate registration to events?• Attract & engage more customers?
Social Media
Understanding Owned Media - AudienceFind the channels/platforms that make the most sense to reach your audience:
Social Media
Social Media
Understanding Owned Media - Audience
Where is my audience? Everywhere!
Among the 52% of Americans who use multiple social networks: • 73% (38% of the total) use three or more • 56% (29% of the total) use four or more • 40% (21% of the total) use five or more • 30% (16% of the total) use six or more
140 Proof and IPG Media Lab, 2014
Social Media
Understanding Owned Media - Audience
Where is my audience? Everywhere!• 72% of multiplatform users agreed that “different platforms are better suited to different interests of mine.” • 60% of respondents said they use different social platforms to connect with different types of people, media, and brands.
140 Proof and IPG Media Lab, 2014
Social Media
Understanding Owned Media - Tools
What tools are needed to CREATE & DISTRIBUTE content on Social Media?
• Text: Facebook/Twitter/Google+/Linkedin • Photos & Graphics: Instagram/Pinterest/Tumblr • Video: YouTube/Vimeo/Vine/Instagram• Audio: Podcasts/Soundcloud
Social Media
Social Media
Understanding Owned Media
Based on your Goals, Audience & Tools…
What social media platform makes the most sense for me?
Social Media
Understanding Owned Media
Blogs / Newsletters
Social Media
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 ____?
Social Media
Understanding Owned Media
Develop a Content Marketing Plan
• 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)
Social Media
Understanding Owned Media
Best Practices / Tips
• Monitor keywords, #hashtags and trends relevant to golf and your community - stay informed and engaged • Test different copy/content - what’s working based on your goals • Vary your topics: Fun, insightful, topical, events, thought-provoking, themed
Social Media
Understanding Owned Media
Best Practices / Tips
• Ask people to "please share" & "please RT" • Answer and thank EVERYONE - build trust and loyalty, make them feel appreciated• Have an open but moderated forum on your pages. Monitor and engage where necessary, delete obvious spam.
Social Media
Understanding Owned Media
Be a Golf “Expert”
• Speaking Engagements• Events• Guest Blog Posts / Articles
Part 2:Grassroots/Event Marketing and Promotions
Marketing Essentials For Teaching Professionals
Wed 9/10/144:00pm PST
Thank you!