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Social media has added a new layer to public relations. This presentation covers digital PR strategies and tactics, as well as specific tips to innovate best practices. Initially delivered for a Thomson Reuters webinar. Looking for a PR speaker? Contact Heather Whaling to see about presentations for conferences and workshops. heather[at]gebencommunication.com
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#ReutersWebinar • @prTini
Digital PR
Heather [email protected]
prtini.com • @prTini
a fresh approach to best practices:
#ReutersWebinar • @prTini
The Geben Approach
• Innovate best practices• Integrate traditional & digital PR
– Generate awareness, drive sales, influence opinion & recruit customers
• Communicate the right message to the right audience via the right tools
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Combine traditional & digital PR to drive business results
tweetable tip:
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social strengthens media relations
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print & broadcast journalists • bloggers • online news reporters • vloggers • podcasters • amateur photogs • facebook admins • YouTube “haulers” • twitter “celebrities” • pinners • writers/freelancers • … anyone with an audience??
TIP: Anyone can be media, but not all media are journalists
Changing Definition of Media
tweetable tip:
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Social + Media Relations
• More outlets• Better research• New relationship-building
opportunities• Bypass (some) gatekeepers• If you're not quick, you're not
relevant
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Tech-Savvy Journalists
• 81% of journalists are on Twitter, with 75% of them using it for work
• 91% of journalists believe their reliance on social media has increased
• 33% of journalists use social media to find sources
• 80% of journalists believe their newsrooms encourage the use of social media
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Why Blogger Relations?
• 89% of journalists research story ideas on blogs
• Social media and blogs dominate Americans' time online (23%)
• Tumblr grew 168% year-over-year
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Building Stronger Relationships
• Update media lists with Twitter handles
• Twitter Stalking: Create & monitor Twitter lists
• Subscribe to Facebook pages• Join LinkedIn groups• Create Newsle alerts• Follow/like on Google+, Quora,
Instagram, Pinterest, etc.
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Social Research = Better Pitches
• Highly targeted lists• Access to reporters
before, during and after the pitching process
• Spot trends to create story opportunities
tweetable tip:
Research social media to create smarter media pitches
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Social Amplifies Media Coverage
• Socialize the clip• Create companion content• Parlay into content for blogger
relations• Incorporate into other
communication materials
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Crowdsource Product Development
Challenge: needed to break away from “commodity” productsSolution: Sparks Innovation Center, supported with PR, marketing, social media, advertisingResults: • 17% company growth• 37% new sales growth
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The Power of Niche
Challenge: Launch a new social media management tool, targeting key niches (sports, retail, restaurants)
Solution: Embargoed launch, targeted media/blogger outreach, create sharable content
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Results: • Customer growth
exceeded expectations
• Major news coming this fall … stay tuned!
sharable content
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Own Your Story• Social media release• Add social sharing to the launch timeline:
– Facebook and Twitter “drip” campaigns– Identify when & how news can be shared online– Provide sample posts– Internal communication is critical
• Coordinate with high-profile supporters• Update closed/secret Facebook groups• Monitor online conversations on FB, Twitter,
Quora, blogs, etc. Respond as appropriate.
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Disrupt the status quo. Build awareness.
Acquire customers. Excel in the social world.
Increase sales. Innovate best practices.
Heather Whaling • @[email protected]
subscribe: bit.ly/prTini
