Let’s Give Them Something to Talk About Practical Methods for Online PR Success

Webinar Sponsors:

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Lisa BuyerPresident & CEO, The Buyer Group

• Founder of three media companies• President and CEO of The Buyer Group, an

interactive PR agency specializing in social media, SEO and branding

• Regular speaker on online PR, social media and search topics at national conferences including Search Engine Strategies and PubCon

• ClickZ contributing writer• Editor of several blogs; teaches online courses

on applying social media to business networks

The PR Question? Are you in yet?

@lisabuyer

Yesterday’s Press Release– Took weeks or months for approval– Designed for the journalist only– Was mailed, (yes mailed)– Emailed, but went straight to junk email

@lisabuyer

Yesterday’s ‘old school’ Press Release– Search engines were for geeks – Usually ended up in the trash or delete button– Hardly ever made it to the end user– Measured by clippings!

@lisabuyer

Today’s Press Release

• Can happen in 140 characters or less from anyone!

Today’s Press Release

• Reports the news via search, social and traditional

• Is 24/7 without boundaries or limits• More PR power and control than ever to push

the news out and pull the world in• Using a mix of online PR and social media

strategies

@lisabuyer

Today’s Press Release

• More measurable than ever

@lisabuyer

Today’s Press Release

• Who are we writing for?– The journalist– Direct to audience– Search engines – And most recently: social media networks like

Twitter, Facebook and LinkedIn

@lisabuyer

Today’s Press Release

• What does it look like?– Optimized with keywords– 400 words or less– Images and video– PR Tweets in 120 characters or less – capture the

power of the RT – make it easy– Facebook Posts– LinkedIn status updates

@lisabuyer

Today’s Press Release

• Might have two different headlines!• Traditional PR headline – more creative • Online PR headline – optimized and very to

the point with keywords

@lisabuyer

Wall Street Journal Headline Example

@lisabuyer

Page one of Google Web

@lisabuyer

Page one of Google News – 1st result

@lisabuyer

Today’s Online Press Release

• What does it do?– Gets good search results (think editorial)– Gets Tweeted and even better: RT– Gets Liked on Facebook– Gets online media attention– Delivers qualified traffic to a website – Delivers qualified traffic to a blog

@lisabuyer

Today’s Online PR + Social Media News

@lisabuyer

How does the news find us?

@lisabuyer

How does the news find us?

@lisabuyer

Pulling online readers in usingKeywords and press releases

• The KEY is in the keywords– Pick two to three keywords

• Think like a searcher• What words would you use to do a search?• Research

@lisabuyer@lisabuyer

Keywords and press releases

• How to use keywords– Headline– Subhead– First paragraph– Tip: Write for the searcher and the search

• Writing for online PR is a balancing act– Part art and part science

@lisabuyer

Socialize news

• Optimized ContentKeywords, keywords, keywords!

@lisabuyer

The PR/Social Media Stats

• Why?• 65% of journalists use social media sites such

as Facebook and LinkedIn for story sources• Like button used by 2 million websites • 52% of journalists use microblogging services

such as Twitter

@lisabuyer

How does the news find us?

@lisabuyer

Reporting PR news with social media

• Tweeting for PR– Be the Twitter voice of your industry– Break up your press releases into 120 character

tweets – not just the headline with a link– Why 120 characters?– Tip: Write for the searcher and the search

• Writing for online PR is a balancing act– Part art and part science

@lisabuyer

Reporting the news with social media

• The Power of Tweet and RT– Tweeting your press releases increases chances of

Google visibility

@lisabuyer

Reporting the news with social media

• The Likeness of sharing news on Facebook– Be part of delivering the news to 500 million+

Facebook community

Reporting the news with social media

• Latest: LinkedIn get Sharing Tool –

@lisabuyer

Reporting the news with social media

• PR professionals are publishers for clients• Need to think and act like publishers• Think like your client searchers• Take advantage of how to control and

leverage the editorial opportunity using PR and Social Media

@lisabuyer

Keywords tools you can use

Special Code:PRWEBExpires 12/3/10@5 pm ET

@lisabuyer

tools you can use

• Thank you PRWeb

@lisabuyer

Conferences you can use

Online PR Sessions, SEO Intro sessions and Social Media Sessions

@lisabuyer

People to Follow

@lisabuyer

Media to Follow

@lisabuyer

Questions?

@lisabuyer

Speaker: Lisa Buyer, President & CEO The Buyer Group

Website: www.thebuyergroup.com Twitter: http://Twitter.com/lisabuyer or @lisabuyerLinkedIn: http://www.linkedin.com/in/lisabuyer Facebook: http://www.facebook.com/thebuyergroup Blog: http://thebuyergroup.com/blog

Register today and SAVE UP TO $1099use priority code: 20PRW.

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www.SESNewYork.com

Visit SearchEngineStrategies.com for more upcoming events:SES Accelerator SES London SES New YorkFebruary 10 February 21-25 March 21-25

Thank you for participating in today’s webcast with Lisa Buyer.

Learn the latest Search and Social trends, strategies and tactics for 2011 at SES New York Conference & Expo, March 21-25 at the Hilton New York.

About PRWebPRWeb is the leader in online news distribution and online publicity. PRWeb "democratized" news distribution, transforming the "press release" from an expensive tool used by large corporations to an inexpensive yet highly effective way for organizations of all sizes to distribute their news on the Internet, increase their visibility online and attract customers. PRWeb is a service of Vocus. (NASDAQ: VOCS). Learn more at www.prweb.com.

About VocusVocus is one of the world's leading on-demand software companies for public relations and marketing professionals, and small businesses. Vocus enables organizations to increase their visibility, generate publicity, monitor and measure their reputation, and engage with journalists and consumers across traditional and social media. Vocus is based in Lanham, MD with offices in North America, Europe and Asia. Vocus software is used by thousands of organizations worldwide and is available in seven languages. NASDAQ: VOCS. Learn more at www.vocus.com.