Marketing Essentials: Public Relations/Earned Media & Social Media/Owned Media Strategy
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Transcript of Marketing Essentials: Public Relations/Earned Media & Social Media/Owned Media Strategy
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WEEK 3
Public Relations
Marketing Essentials
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Public Relations
“If I was down to my last dollar,I’d spend it on Public Relations ”
~ Bill Gates
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Public Relations
Expand your Definition of Media
PaidAdvertising
EarnedPublic Relations
ReviewsWord of Mouth
OwnedBlogEmail
PackagingSocial Media
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Public Relations
Understanding Earned Media
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Public Relations
Understanding Earned Media
It is what is said about the brand
that cannot be controlled by the brand.
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Public Relations
Understanding Earned Media
Public Relations success comes from:
• Creating newsworthy stories
• Announcing accomplishments & milestones
• Introducing new products or services
• Highlighting Company expertise
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Public Relations
Understanding Earned Media
Establish your identifiable selling point
• What makes your business unique? • Why should the press - or the public - care about what you’re doing? • Do you have an interesting story of how the business was founded? • Are you trying to accomplish something out of the ordinary?
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Public Relations
Understanding Earned Media
Press Releases are a Saturated Market:
• Over 3,000 press releases are issued every
business day.
• Each press release costs anywhere from $250
to $1,000 or more to distribute.
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Public Relations
Understanding Earned Media
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Public Relations
Understanding Earned Media
Time Sensitive Events
• Are you introducing a new product or service?
• Can you tie-in with a current event?
• Are you doing something around a specific
holiday/event/time of year?
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Public Relations
Understanding Earned Media
What does your audience watch/read/listen to?
• Print - Magazines/Newspapers/Weeklies
• Digital - Online/Mobile/Newsletters/Blogs
• Radio - AM/FM/Satellite/Digital
• Television - Network/Cable/Local
• Events & Speakers - Conferences
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Public Relations
Understanding Earned Media
Building a Media List
• Identify the Story• Identify the Outlets / Reporters• Find contact info: email/phone/twitter/fax
(look on the masthead, in bylines, at the end of articles)
• Gather data: circulation/audience size, frequency of distribution, editorial calendar, pitch format
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Public Relations
Understanding Earned Media
Creating the Pitch
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Public Relations
Understanding Earned Media
Creating the Pitch: Importance = Newsworthy
Is this important to anyone in the world outside of these walls?
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Public Relations
Understanding Earned Media
Creating the Pitch: Local Vs. National
Sometimes the Ventura County Star is more important than the Wall Street Journal
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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 the reporters that are going to care.
“I recently got a message from a reporter working at a small
local paper who received 80 press releases in one day – of which
only two were relevant to what his paper covers.”~ Jeremy Porter, Journalistics.com
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Public Relations
Understanding Earned Media
Creating the Pitch: Beware of “Vaporware”
Vaporware - big ideas that were supposed to revolutionize technology but were never actually released.
ALWAYS wait until you have the product in-hand before you start taking about it!
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Public Relations
Understanding Earned Media
Creating the Pitch: EXERCISE
“My business news is…”
What has happened in your business in the past few months???
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Public Relations
Understanding Earned Media
Creating the Pitch: Writing Tips
• Avoid Buzzwords and “Gobbledygook”
“Oh jeez, another flexible, scalable,
groundbreaking, industry-standard,
cutting-edge product from a market-leading,
well positioned company - Ugh!”
~ David M. Scott, “The Gobbledygook Manifesto”
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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
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Public Relations
Understanding Earned Media
Creating the Pitch: Considering a PR Pro
• Relationships
• Writing / Pitching Skills
• Distribution / Follow-up
• Access to Media Services
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Public Relations
Understanding Owned Media
Social MediaBlogNewsletter
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Public Relations
Understanding Owned Media
Social Media - Broad Definition
The whole of consumer generated media, and the tools & practices people use to share
content, opinions, insights, experiences and perspectives.
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Public Relations
Understanding Owned Media
Social Media - Broad Definition
• Platforms - Facebook/Twitter/Linkedin• Blogs/Blog Networks• Aggregators - Buzzfeed• Consumer Reviews - Yelp• Photo / Video Sharing - Instagram/Pintrest• Wikis • Podcasts• Message Boards
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Public Relations
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Public Relations
Understanding Owned Media
Social Media
Find the channel that makes the most sense to reach your audience…
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Public Relations
Understanding Owned Media
Social Media - Discussion…
What social media platform makes the most sense for my business?
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Public Relations
Understanding Owned Media
Develop a Content Marketing Plan
• Who? Responsibilities
• 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)
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Public Relations
Understanding Owned Media
Blogs / Newsletters
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Public Relations
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 ______?
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Public Relations
Understanding Owned Media
Be an “Expert”
• Speaking Engagements
• Events
• Guest Blog Posts / Articles
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Public Relations
Conclusion
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Public Relations
Resources
http://www.helpareporter.com http://www.mashable.comhttp://www.muckrack.com http://www.flacklist.com http://www.invesp.com/blog-rankhttp://www.technorati.com http://badpitch.blogspot.com http://www.prdaily.com http://www.mediabistro.com/fishbowlla