pr /digital marketing crossover – oh my!€¦ · pr is about reputation being iconic “publicity...

MARRYING OLD SCHOOL/NEW SCHOOLFOR A SUPERCOOL NEW PR MINDSET

PR /Digital Marketing Crossover – OH MY!

Michelle Stinson Ross / Digital Marketing Manager, IllumaiJoe Thornton / Senior PR Director, Aimclear

What The Heck Is PR Anyway?

The state of the relationship between the public and a company,

organization or individual

Aspiration

PR Is About Reputation

Being Iconic

“Publicityisabsolutelycritical.AgoodPRstoryisinfinitelymoreeffectivethanafrontpagead.”

-RichardBranson

CONTENT AND CREATIVE NEEDS

TO BE MORE THAN, GOOD…MUST BE

STUNNING

PR

CUSTOMERS

INVESTORS

COMMUNITYEMPLOYEES

INFLUENCERS

CRISISMANAGEMENT

Influencer (n) -

Apersonorgroupthathastheabilitytoinfluencethebehaviororopinionsofothers:

Theinfluenceristheindividualwhoseeffectonthepurchasedecisionisinsomeway

significantorauthoritative

Who are the influencers?

Where Are Your Influencers?

Got Budget??? • BuzzSumo• Nuvi• Vocus• FollowerWonk• Sysomos• Snapfluence

No Budget????• Twitter• Google• Searches of all social

media sites

How The Heck Do I Reach Them?OldSchoolPR NewSchoolPR

Knowyouraudience

BuildRelationships

TellaGREATstory

DistributeEverywhere

Repurposekeymessages

Employsmartpitching

Serveonsilverplatter

I’ll ask again….HOW????

INFLUENCER: JOB TITLE-ROOT

INFLUENCER: JOB TITLE-ROOT

Sportswriters:JobTitleANDInterestANDIncome

SnarkyBusinessTravelerCriticPros

Once you get this concept, rinse and repeat.

Building Relationships at Scale

Nurture your catch

Get up to your elbows in it

No Fear. You. Can. Do. This