Uploaded byJodi Unruh and Associates, LLC
Media Relations and Social Media Skills
Public relations (PR) involves managing communication between an organization and its publics to enhance reputation and build mutually beneficial relationships. PR provides benefits like improving image, generating awareness, and crisis management through traditional media outlets as well as new online and social media channels. Effective PR requires identifying target audiences, developing messages for them, distributing content through various media, and listening to build relationships.
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Media Relations and Social Media Skills
- 1. Presented by JodiUnruh President of Jodi Unruh and Associates, LLC
- 2. Overview What isPublic Relations (PR) Benefits of PR Changing Landscape New Media Traditional Media Media Skills
- 3. Public Relations (PR) PR isthe practice of managing the flow of information between an organization and its publics to enhance its reputation and to maintain and create mutually beneficial relationships.
- 4.
- 5. Benefits of PublicRelations Enhance the image and perception of your organization and company Portray your organization as involved, innovative and as an active community member Build brand awareness
- 6. Benefits of PublicRelations Crisis Management Generate buzz Create credibility Increase search engine visibility and organic results Cost effective way to reach your target audiences
- 7. Internal Public Relations PRwithin the organization to build good rapport among its employees--staff handbooks, meetings, luncheons and news releases
- 8. External Public Relations PRto maintain favorable relations with the public—holding conferences, sending press releases managing events and alumni groups
- 9. PR Campaign Set objectives Identify target audiences Identify messages for audiences
- 10. Get Your MessageOut Traditional Media: Print, Radio and Television Important tools for PR, but traditional media has also been losing readership and viewership…
- 11. New Media: OnlineCommunication
- 12. Create a Conversation Image Credit: Brian Solis
- 13. Listen, Learn, andShare Share information, educate, interact, and LISTEN Learn what your target markets want and need
- 14. Great Return onInvestment (ROI) More efficient and cost-effective method to gather information about your target audience than surveys and focus group discussions.
- 15. Company Website Viral Business Center Image Credit: M3NewMedia
- 16. Boost Your Website’sRanking Search Engine Optimization or SEO (Relevant Keywords) Create Back Links—get other websites and bloggers to link to you Best FREE online search engine for links: Open Site Explorer: www.opensiteexplorer.org
- 17. SEO TIP Search Engines Love Content— keep it “fresh”!
- 18. Online Reputation Research it Put best foot forward Build and maintain online Reputation
- 19. Submit Quality Content Blog Press Releases Social Networking
- 20. Quick Response Code (QR Code) QR codes enhanceboth your search engine and social media optimization
- 21. QR Code When youscan or read a QR code with your iPhone, Android or other camera-enabled Smartphone you can… 1. link to digital content on the web 2. activate a number of phone functions including email 3. connect the mobile device to a web browser
- 22. QR Code forFacebook You can use likify to create a QR code that links your mobile device to a fully functioning LIKE button for your Facebook page.
- 23. Top Social NetworkSites
- 24. Build Brand Source: FredCavazza
- 25. The CMO’s Guideto the Social Landscape SOURCE: WWW.CMO.COM
- 26.
- 27. The Breakdown Image Credit:AddToAny
- 28. Facebook No hardselling Be interesting—give people information they can use. Getting people to like, share and comment on your posts--will lead to viral distribution of your message.
- 29. 80-20 Rule 80% educatingand entertaining 20% promotional content
- 30. Bloggers Journalists write facts, bloggers write opinions
- 31. Connect with Bloggers Start a blog Research bloggers Connect Aim to help Respect
- 32. Reference Blog Directories Alltop Blog Catalog Alexa Technorati
- 33. Blog Services: BlogDash GroupHigh eCairn Help you find relevant influencers— then rate them, group them, contact them and follow up.
- 34. Connect to Bloggersand Journalists
- 35. Traditional Media Still Matters
- 36. Mainstream Media Online “Inmany ways, the influence of traditional media today can be measured by the volume and methods by which it spreads: Social media amplifies, rather than detracts from, its influence.” ~ Frank Strong, Director of PR, Vocus
- 37. News Coverage Newscoverage can increase credibility and boost sales.
- 38. How to Pitch a Story Create a Newsworthy Angle
- 39. Make it Newsworthy Knowwhat’s making headlines-- reporters look for overall trends or emerging issues
- 40. Call, Fax orEmail Pitch? Research the contact's preferred pitch method Recent Study: 80% reporters prefer to pitch via e-mail
- 41. Prepared Pitch Createa targeted media list for your story Know your reporter and the publication Have stats and anecdotes ready to show how your product or company is tied to the bigger picture.
- 42. Prepared Pitch BeExclusive Get Visual Suggest Interviews—make their job easy! Press kit Be Flexible
- 43. Timely Pitch Don’tcall during reporter deadline hours Keep it concise develop a bulleted “fast facts” sheet Wait if breaking news hits Weekend or weekday story?
- 44. Pitch Follow Up Follow up with an email within 24 to 48 hours of the first pitch You can wait a week if the story is timeless
- 45. Build Media DataBase It’s all about building relationships!
- 46. Public Relation’s Quote “IfI was down to my last dollar, I’d spend it on public relations.” ~ Bill Gates, Founder & CEO of Microsoft
- 47. Skill Building Session Create some news angles for your PR objectives Create a targeted media list Write a concise 30 second pitch for a reporter
Editor's Notes
- #33 to determine who is the big blog in your field. Find the top influencers in your industry, research them and move in for the kill.
- #38 Research has shown that consumers are often much more mistrusting about a message when they know it's a paid advertisement.
- #40 Bullying issues…school safety…..breaking news—about ecoli outbreak--chance to pitch local grassfed cattle company or vegetarian company