Long Tail PR in a Digital World
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Transcript of Long Tail PR in a Digital World
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PR: Beyond the Press Release
Adventures in using new media to tell your story and find your audience
Tweeting This? #PRtips @Mandy_Vavrinak
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What’s the Goal?
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Who Cares?O Human Touchpoints
O How does what you do impact people’s wallets, health, enjoyment, time?
O Who makes it happen?O Do you have examples?
O Environments and AttitudesO Thinking Long Term
O PR isn’t just about “getting ink” anymore
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Newsroom Reality
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The Package & The Pitch
O Desired audience and goalO “Hard News” – immediacy, info-
drivenO Facts first, then impact and effect
O “Soft News” – More people & community focusO Lead with impact, still fact-driven
O “Feature” – People & emotion drivenO Lead with outcome, effect or emotion
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Relationships MatterO Relationships get you attentionO Follow, friend, subscribe, watch,
comment, tweet, shareO Social Media is a shortcut to building
relationships with mediaO Make the job easier
O Details available online is a welcome thing in most cases
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Online PR
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Online Results
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Offline Results
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Pitchengine.com
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Pitchengine.com
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Better Than Email or Word
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Quality vs Quantity
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Pitch Perfect?O Use the online tools you haveO Remember the digital half-life of
stories & pressO It’s not just about the press you get
todayO Have a clear plan and objectiveO Connect purposefully in advanceO Connect personally when you pitch
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Questions?
Email me: [email protected]
Twitter @Mandy_Vavrinak Facebook: it’s obvious, right?http://mandyvavrinak.com LinkedIn: Yep, same name