Public Relations and Social Media Basics

Chris NahilPrincipal

Message & Medium, LLC November 6, 2013

“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?

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

BlogsLinkedInTwitterFacebookYouTube, VimeoInstagram, Flickr,

PhotobucketTumblr

SlideShareQuoraFourSquarePinterestGoogle+WikipediaSocial gamesEmail marketing

The Social Media Toolkit

Social Media Elements

Listen Share Engage

Story and Messaging

Relationships

Content

Measurement and Feedback

Must Haves

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

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

CreateCurate Request

Be relevant, provocative, informative Don’t make your content only about you Use multiple media as often as possible

Content

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

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

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!