quincy chamber of commerce, pr & social media basics
DESCRIPTION
A topline overview of PR and SM basics and rationale for doing both together. For a Chamber of Commerce audience of small businesses.TRANSCRIPT
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Public Relations and Social Media Basics
Chris NahilPrincipal
Message & Medium, LLC November 6, 2013
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“The influencing of opinion through content”
Larry Weber, Chairman, W2 Group Earned vs. owned vs. paid media and
content PR ≠ “press release” Message control, education, influence;
condition your market and decision makers Story telling on a dynamic scale
So, yes, you do need a story to tell
What is PR?
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The PR Toolkit
News releases Features Op-ed Events Speeches,
presentations Video, audio,
graphics Bylined articles
Individual pitches, exclusives
Desksides, one-on-ones Customer stories PSAs, calendars Internal
communications Financial
communications Government Community Crisis
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BlogsLinkedInTwitterFacebookYouTube, VimeoInstagram, Flickr,
PhotobucketTumblr
SlideShareQuoraFourSquarePinterestGoogle+WikipediaSocial gamesEmail marketing
The Social Media Toolkit
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Social Media Elements
Listen Share Engage
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Story and Messaging
Relationships
Content
Measurement and Feedback
Must Haves
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Story and Messaging
Story is built on messages ◦ Who are you?◦ What do you deliver?◦ Who do you do it for?◦ Why do you do it better than others?◦ Why are you different?◦ Why should we care?!
Good messages:◦ Compelling, credible, consistent◦ Not what you do, what you do for others◦ Magnify strengths (credibly)◦ Diminish weaknesses (credibly)◦ Adjust to accommodate change
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Focus on small number of important outlets◦ Where is your audience and how do they consume info?◦ Media, bloggers, influencers
Understand writer/editor◦ Think like them and their audience◦ What do they like, dislike?◦ Hot button topics, consistent themes◦ Context
Build a relationship, don’t assume◦ “Politely stalk” and connect via social media◦ Events◦ Network – nothing beats face time.◦ Casual, low pressure
The easy stuff: Know deadlines and preferred modes of contact Ask media to moderate panel discussions, seminars, Web chats Always keep in mind the “so what?” Communicate…create conversations…earn their trust
Relationships
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CreateCurate Request
Be relevant, provocative, informative Don’t make your content only about you Use multiple media as often as possible
Content
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Choose relevant goals◦ Message playback◦ Web traffic◦ Engagement levels◦ Influencers and followers
Select a metric and a method; collect data◦ Alexa, TrackMaven, RavenTools, SproutSocial,
Google Alerts, Google Analytics, KISSmetrics, Traackr, eyes and brain.
Analyze you data Adjust your program as needed
Measurement and Feedback
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PR+Social: Provides a holistic approach to marketingMessage integration, reinforcement, amplification
To Do List:1. Blog and comment regularly2. Make sure basic social media profiles are complete3. Build relationships with media, influencers, prospects4. Make a calendar (news, blogs, SM postings, events, etc.)5. Build all communications for shareability, SEO, multi-
media6. Claim Twitter handle, use daily 7. Share graphics8. Explore YouTube or Vimeo channel
PR and Social Media Integration
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Commit to CONSISTENCY
Be credible and creative
Treat your audiences as part of the family
Earn your reputation as a trusted source of info and perspective
Recipe for Success!