1. The Convergence of Old School and New School Public Relations Presented byKim Sherman, Principal & Founder, Echo Media Group Rebecca Markarian, APR, Social Media Director

2. State of the IndustryTen Years Ago Would You Have Dreamed?More than 2 Billion People A Day Would View Posted Videos? 500 Million Users Would Participate in an Online Community Sharing Posts, Commenting on Walls and Liking Various Groups and Causes? More Than 55 Million Tweets A Day Would Go Out?These New Platforms Would Challenge Traditional Media and PR as We Know It? 3. State of the IndustryMediaNews Releases Blogger Relations Tweets & PostsRelations Video News Social Media Media Tours Digital AssetsReleasesCampaigns Media Events Speaking OppsTweet-Ups Podcasts & Webinars 4. Old School PR Traditional PR Still Plays a Vital Role in: Building Awareness Influencing Publics Establishing Credibility Relationships with Media Communicating Your Story Improving SEO 5. From Orange County to the White House Case Study 6. Simon Foundation PR Need Promote a New and Unique 6-year Scholarship Program Support Its Goal to Go NationalTraditional PR Tools Strategic Media Outreach Program Including: Media Exclusives Benefactor Profiles on Ron Simon Student Profiles 7. The Simon Foundation Highlights Building the Local Campaigns Provided the Platform to Go National. 8. The Simon Foundation Highlights In less than 7 years, the Foundation has awarded more than 425 scholarships valued in excess of $14 million. They have opened chapters and Simon Scholar Certified High Schools in: Orange County San Diego Santa FeAlbuquerqueAtlanta In 2010, the Simon Foundation announced their partnership with Gen. Colin Powells Americas Promise Alliance to take the program national, starting with a Simon Scholars candidate chapter in Washington, D.C. 9. Taking Advantage of the Media Landscape Time-Strapped & Limited Traditional Media Staff Present Opportunities for: Submitted Materials: Byline Articles, Tip Sheets and Sidebars Visual Aids: Photography and Video More Story Syndication: Find a Journalist that Writes for the Wires! Become the Authority on a Topic Utilize new FREE tools like H.A.R.O. (Help A Reporter Out) 10. Understanding the New Media LandscapeKnow where the media gets their news? 11. Getting Social Putting the PUBLIC back in Public Relations 12. What can NEW PR do for you? Improved ImprovedStronger brand companycustomerawarenessperception service Build stronger QuickStronger relationshipsresponse times partnerships Improved SEO(Search EngineAnd more! Optimization) 13. How does social media fit? It should be an INTEGRATED part of ALL of your marketing efforts. 14. Creating an INTEGRATED Program Communications(PR & Social Customer Service Media) Sales AdvertisingMarketingEventsCollateral 15. Establish the GoalsHelp you engage with audiences and develop deeper relationships Leverage all of your current efforts and make them work harder Take advantage of new tools to gain insight and engage directlyAid in organically improving SEO Reach new audiencesBuild awareness for your brand and mission 16. Define the Audience Who will we reach out to and how do we find them? DonorsPartners Media Clients/Customers Existing Donors Existing partners Traditional Existing New Donors New Partners Non-traditional clients/customers New clients/customers 17. Set the Objectives These must be SPECIFIC, REALISTIC and MEASUREABLE. Generate 100 potential new donor leads per month through PR and Social Media Consistently grow social media network by 10% each monthConsistently grow active engagement by 10% each monthSecure targeted media (both traditional and non traditional) placements that reach approximately 500,000 potential donors per monthGrow traffic to corporate website by 20% year over year 18. Outline the Strategies and Tactics How are you going to achieve each PR & Social Media objective?Advertising Think through ALL of the possibilities: Events Email Newsletters Current marketing activities Upcoming opportunities Partner Marketing Materials Trends in the newsWeb site 19. Get Everyone On Board Make everyone invested and accountable for the success of the program.Dont be that crazy guy. 20. Measure & Report Depending on the data you collect, you an create a variety of reports for your team.Here are some of the things we include: Executive Overview: highlights of your engagement activities Results by the Numbers:Number of impressionsNumber of engagementsLeads generatedVolume of conversationSentiment analysisTrending words and phrasesInfluential sites, bloggers and tweetersAnd more! Analysis of Performance: measurement against specific objectives 21. Learn from the ResultsKeep what worked.Change or eliminate what didnt.Explore the opportunities uncovered. 22. PR Toolkit Download it for FREE at: Facebook.com/EchoMediaGroup 714-573-0899