online pr - merging old traditions & new technologies

Online PR Merging Old Traditions

& New Technologies

Online PR – The 10 Strategy

1.  Know your niche & stay informed 2.  What’s the Story? 3.  Newsmaker – the 3 ways 4.  The Press Release – Traditional & Online 5.  Media Databasing & Distribution 6.  Media Relations – The Rules of Engagement 7.  Preparing your story for online outreach 8.  Measuring story success 9.  Case study 10. Q&A

1. Know Your Niche & Stay Informed

•  What is your sector? Know the influencers, the bloggers, the feature writers, the reporters, know the trends, the trend setters.

•  So connect with those people – NOW!

•  Have you introduced yourself to your local media?

Most of all – KNOW YOUR SPACE!

1. Know Your Niche & Stay Informed

Connecting with Influencers

1.  Journalists – Print, Broadcast & Online Mediacontact.ie Media Contacts Directory & MediaHQ – media database & press distribution service Twitter: Twitter Search / Twitter Advanced Search 2. Bloggers: Blogger Outreach

Connecting with Influencers

Blogger Outreach:

“Bloggers are in the top 5 sources of reliable information. 81% of the online population trusts bloggers and 61% of the population has made

a purchase based on a blogger recommendation.”.

Blogger Outreach 1.  Form Relationships with Bloggers in your niche. Remember they are one step or

click away from your target audience. 2.  Start by an introduction of you, your brand, product or service 3.  Offer to let them ‘road test it’ 4.  Offer to lend a hand or an insight – don't beg 5.  Subscribe to their blog, connect with them on Twitter, review other social media

channels also and decide how you connect with them 6.  Don't hound, offer value and insights 7.  Be friendly 8.  Make an announcement and send a personalised email and outline what’s in it for

both of you

9.  Create brand awareness – create a blogger event and invite them along – your restaurant, your shop, a PR event

10.  Do you or can you solve a problem or answer a question? Your knowledge, your product or your software – e.g. Technology, finance, healthcare, beauty – you have to establish how you add value. Remember NICHE!

11.  Provide rich content – infographics are now an effective way to outreach to a blogger – lots of information nicely designed into a quirky graphic.

2. What’s the Story?

Do you have a breaking news story? Probably not? Maybe yes?

Either way, don’t miss a good PR opportunity. You must also be realistic about what you can achieve.

3. Newsmaker – The 3 Ways

So when you don’t have a breaking story but need to build brand profile what can you do? 1.  News-hacker 2.  Trending Stories 3.  Research

3. Newsmaker – The 3 Ways

1.  News-hacker

3. Newsmaker – The 3 Ways

2. Trending Stories

3. Newsmaker – The 3 Ways

3. Research

4. The Traditional Press Release

Hard News and Soft news –  Hard News has a vital urgent element, the story is

very important and the media will want to cover it. It is not usually issued by press release e.g. a company goes bankrupt and makes 200 people redundant.

–  Most soft news is issued by press release, it is news of interest but without the same urgency. e.g. MD has been appointed to a prestigous committee

4. The Traditional Press Release

•  5 W’s and H –  Who is the story about? –  What happened? –  Where did it happen? –  When did it happen? –  How did it happen? –  Why did it happen?

And A Killer Headline!

4. The Traditional Press Release

•  A killer headline •  7 words or less •  Key message in first paragraph – get straight to the

point •  Make it newsy – start reading news to understand what

news is •  Include a quote •  Provide background information •  Notes to Editor •  Photo with caption •  Further information / media enquiries

The Online Press Release

•  Rich Content – Video, Links, Photos •  Copy into body of email as opposed to attachment –

newsdesks get hundreds of emails daily – even clicking to open an attachment may take too long

•  Make it ready for social sharing – hyperlinks, social media links, blog links, video embedded, photos and caption in file info and in the body of the email

•  Have a spokesperson ready and available •  The New Rules – Media Is Social

News is Social

News is Social

News is Social

5. Media Databasing & Distribution

•  Mediacontact.ie •  Don’t send everything to everyone •  Be specific, be relevant •  MediaHQ •  Social Media Newsroom

5. Media Databasing & Distribution

5. Media Databasing & Distribution

6. Media Relations The Rules of Engagement

How to annoy a journalist…what not to do!

1. Sending a lengthy press release.  2. Listing an elusive contact person.  3. Not having an online presence for the brand. 4. Using bad grammar.  5. Having a boring news angle.  6. Force-feeding information.  7. Sending poor visuals. 

7. Preparing Your Story for Online Reach

•  Use the right keywords •  No jargon •  Use 1-2 Keywords in your Headline and subhead. •  Rich content/multi-media: Hyperlink but don’t over

hyper link – e.g. 2-3 links for a 400-word press release. •  Don’t forget to social share the press release and the

multi-media content

7. Preparing Your Story for Online Reach

Journey of an Online News Story

www.mediabox.ie

News Story ResearchedSTEP 1

News Release DraftedSTEP 3

Online PR Uploaded to Social Media NewsroomSTEP 7

Rich Content Developed - Podcast, Photos. etc.STEP 5

Monitoring Tools ActivatedSTEP 9

News Angle GeneratedSTEP 2

Target Media Identified - News & Industry SitesSTEP 4

Shared on Website, Blog & Social Media AccountsSTEP 8

Online PR & Attachments Issued STEP 6

Measurement & EvaluationSTEP 10

8. Measuring Impact & Success

•  Actual Media Coverage •  Figures on readership/listeners/viewers/traffic •  New awareness amongst stakeholders •  Office traffic - calls/emails •  WOM - Word of Mouth traffic •  Brand Awareness

8. Measuring Impact & Success

Monitoring Tools

  Google Alerts   Media Monitoring e.g. Kantar   Podcasts from radio stations   Search Engine Optimisation

Measuring ROI

Measuring ROI

Casy Study

!

10. Case Study

Client: Alcohol Forum Campaign Aim: Build brand awareness of advocacy group Alcohol Forum Campaign Strategy: Host Ireland’s First National Alcohol Awareness Week with a national conference, sideline events nationwide and a multi-media campaign.

10. Case Study

Thank You. Questions?