Publicity in Today’s World

Erin MaassenPublic Relations & Marketing Winnetka-Northfield Public Library District

Reporters want stories to be about what is out of the

ordinary.

Dog bites man is not a story because it happens frequently – ask any mailman.

But man bites dog almost never happens and is news.

Good Marketing IS Good Storytelling

Telling a good story is essential to reaching your target audience

In social media marketing, the trick is getting your customers to tell these stories for you!

Social and traditional media are searching for

content Elements of a good story

Content Drives Stories

• Prominence• Timely• Novelty• Conflict• Consequences

Social Media Video

Content Matters

Engage your customers

Rule of Thumb:

Update Facebook status 1x day Tweet 3-4x throughout day

Manage your sites HootSuite, TweetDeck, etc.

Add it to your schedule Update at the same time every day

Social media intern (6-10 hrs/wk)

I don’t have time for this!

Make sure your online presence is branded Message should be clear

and concise Keep descriptions, titles,

and information consistent Give your program an

identity Logos, colors, fonts,

wording should follow your organization’s style guide

It’s Branding, Baby.

Use what you have

Screens Staff Email Newsletters Printed collateral Photos/Videos Collection Community Events

Press Releases & Media Pitches

Media Pitches Email Twitter Phone Press releases Magazines

Calendar Listings Citizen Journalist Online Newsrooms

They like us. They really like us.• Press Clippings

• Social Media “Likes”

• Attendee/Registration Surveys• Exit Comments

The End.

emaassen@winnetkalibrary.orglinkedin.com/in/erinmaassen

www.winnetkalibrary.org

Twitter.com/winnlibFacebook.com/winnlib