#PSMGConf 2014 | Traci Stuart | Strategies to Conquer Media Relations

Conquering Media RelationsDeveloping and Implementing Thought Leadership

Campaigns

Presented to:

Professional Services Marketing Group - North Bay

Ahead of the Curve Marketing: What's Now and

What's Next

October 16, 2014

©2014 Blattel Communications

Public Relations Defined

Public relations (PR) is the practice of managing the communication between an organization and its target audiences.

PR gains an organization or individual exposure, using topics of public interest and news items that provide a third-party endorsement without requiring direct payment.

Activities include byline articles, expert commentary in reporter-written third-party articles, award and list inclusion, press releases, speaking engagements and social media participation.

PR is interrelated to marketing and advertising. All three activities should operate synergistically, maintaining a consistent message.


PR Goal: Thought Leadership

Thought leaders are “go-to” professionals

in a given subject area.

Offer specific, although not exclusive, expertise.

Easy-to-understand/relate to; express defined

viewpoint.

Often found in a reporter’s (virtual) Rolodex.

Thought leadership is substantiated by

third-party media activity

Identifiable and web-searchable.

Consistent.


Benefits of Thought Leadership

Thought leadership activities:

Drive business development.

Create value through content and education.

Keep you top of mind with targeted audiences.

Enhance individual and company images.

Shift or change perceptions.

Support recruiting efforts.

Boost search-ability.

Results build upon themselves – the “snowball

effect.”


Elements of Thought Leadership Byline Articles

#1 direct source of real business leads.

Help educate target audiences and (often “green”) reporters on issues.

Internal Publishing or Blogging With byline articles, offers vehicle to further explore issues and

viewpoints.

Establishes online evidence of expertise.

Expert Sourcing Identify issues and trends in the news and connect reporters to sources

for quotation.

Byline articles/blog posts are excellent credentials for outreach.

Opportunities may come to fruition long after first contact.

Lists and Rankings High value credential.

Speaking Engagements Direct contact opportunity.

Venues for more-focused and targeted thoughts.

Outreach supported by byline articles, sourcing, rankings, etc.

Long lead time.


TargetingBe strategic: avoid “shotgun marketing.”

Audiences.

Individuals – C-suite, risk managers, accountants.

Outlets – newspapers, business journals, online publications,industry-specific trade journals, newsletters, magazines, broadcast, social media.

Beats and Features – editorial calendar, media database research, real-time research.


Byline Articles

Educational, not self-promotional.

Editors can adjust, but the author drives the narrative, providing

an opportunity to be strategic.

Provide implied third-party endorsement.

Can be leveraged on the website, newsletters, in RFPs, as leave

behinds for speaking gigs, for direct mail, etc.

Featured website content.

Bio and social network updates.

Direct mail and/or personal

correspondence.


Content Multiplier Effect

Focus on leverage.

Speaking slides = blog post = byline article = newsletter

content.

Co

nte

nt

Co

nte

nt

Speaking

Slides

Speaking

Slides

Byline Article

Newsletter

Content

Blog Post


Third-Party “Expert” Commentary

Outlets include daily

newspapers, industry and

business trades and

broadcast.

Reach wide audience.

Bolsters personal brand

and the company brand.

Opportunities can

snowball.

Develop relationships with

reporters and publications.Featured website content.

Bio and/or social network updates.

Personal correspondence.


Tips for Getting Quoted

Foundational Activities Understand reporters work by “beat.”

Follow the reporters of interest and reach out as appropriate.

Send background information or your source’s relevant credentials.

Relentlessly follow the issues on which you/your sources want to be

quoted.

As News is Happening Be available – indicate if your source is in the office, good times for

interviews and the best telephone number for connecting.

Be up-to-date – before your source speaks with a reporter, review recent

developments and any pertinent articles he/she has written.

Be interesting – avoid setting your source up to comment on issues

where you don’t have a viewpoint. Colorful comments get quoted.

Be brief – write out the quote (or two) you’d like to see and share it with

your source in advance of the interview.


Awards and Nominations

Work well ahead of deadlines – most survey annually.

Extracurricular activity (i.e., community involvement) generally

counts.

Blend of facts and opinion, meaning submissions can gush

(intelligently).

When detailing work, paint with broad brushstrokes, avoid getting

bogged down in technical details.

Ensure all content focuses on impact.

Featured website content.

Bios, social networks, alumni or

organizational newsletters.

Direct mail and personal

correspondence.

Press release material.


Speaking Engagements

Target professional organizations – both regular meetings

and annual conferences.

Consider leveraging byline articles, newsletter pieces, blog

posts and other existing content.

Presentations are educational, not self-promotional.

Be strategic about bio and supporting/marketing materials

provided to attendees.

Invite your clients and potential clients directly.

Materials/feedback can be leveraged on the website,

newsletters, in social media, in RFPs, for direct mail, etc.

Be aware of organizational event promotion and ensure your

company complements it.


Press Releases

Announce news, promote other thought leadership activities,

serve as “FYIs” for journalists, keep the company top-of-

mind.

Fodder includes: key hires; promotions; project milestones;

significant deals; community involvements; awards, honors

and appointments; etc.

Express and/or reinforce key organization-wide themes (e.g.,

growth, outstanding service, diverse workforce, commitment

to community, etc.).

Provide sense of transparency and open communications.

Questions?

Call or email…

Traci Stuart

415.413.4522

[email protected]

#PSMGConf 2014 | Traci Stuart | Strategies to Conquer Media Relations

Marketing

Transcript of #PSMGConf 2014 | Traci Stuart | Strategies to Conquer Media Relations