Why PR is More Important — and More Affordable — Than Ever
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Transcript of Why PR is More Important — and More Affordable — Than Ever
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PaulFuriga
WordWriteCommunica3ons
DuquesneUniversityEntrepreneursGrowthConference
June10,2010
WhyPRisMoreImportant—andMoreAffordable—ThanEver
ChangingYourFutureWithSocialMediaTools&OnlineNetworks
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TheWordWriteManifesto• Webelieveinthepoweroftwo‐waycommunica3on
• WebelievestoriescutthroughthenoiseandcluHerof21stcenturymarke3ng
• Socialmediaisapowerfulwaytoshareyourstorywitheveryonewhoneedstosee,hearandexperienceit!
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WhystorytellingisessenIalinSM• Withoutcontextandmeaning,it’sall
data,informa3onand(useless)knowledge
• Ourmindsneedhelpnaviga3ngthefloodofinforma3onwereceive
• Greatstorylinesneednoexplana3on,theyorganizeinforma3ontomakemeaningforus
• Greatstoriesmakegreatmarke3ng!
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WhyPRisessenIalinSocialMedia• “PRisnotaboutyourbossseeingyour
companyonTV.It’saboutyourbuyersseeingyourcompanyontheweb.”
—DavidMeermanSco/
• PRistheDTCadver3singofthedigitalage
• NoneedtocracktheGooglealgorithm‐‐PRisbakedrightin,“natural”searchlovesthe“natural”addi3onofPRcontent
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SMforPR:Wheredoyoustart?• Research
– Whichsocialmediacommunitydowebelongin?(handout)– Howcanweshareourbusinessstoryinthisspace?
• Listen– Watch,learn,observe,andrecord
• Evaluate– Whatdidyoulearn?– Whatareyourcustomers/audiencesayingaboutYOU?
• Designate– Startinonechannel– Determinethesocialmediapersonorteam
• Go!
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ExamplesfromourclientsandWordWrite...
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Clientexample:Facebook
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Clientexample:TwiRer
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Funvideoexample:YouTube
http://www.youtube.com/watch?v=lAl28d6tbko&feature=player_embedded
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WordWriteexample:#journchat
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SocialmediareinforcesPRprinciples• Sharingyourgreat,untoldstory
• Engagingyouraudience(customers,employees,neighbors,etc.)
• Deliveringresults
Socialmediaofferagreatselec0onoftoolsthatexpeditePRandbusinesssuccess
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QuesIons?Comments?
Twi<er:
@paulfuriga/@wordwritepr
Online:
[email protected]://wordwritepr.com
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WexfordPA15090
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