easily get media engaged in your cause with pr in the digital age
DESCRIPTION
You need attention and support for your cause. For years, public relations (PR) outreach has been an inexpensive way for many nonprofit organizations to get it. But, how? In the new world of digital media, what PR is and isn’t can be blurry at times.] Are bloggers media? Which media channels make the most sense to target with your message? Do press releases help? What about social media, how does that fit in? In this presentation, we will answer all of those questions by covering: 1.) How PR can take your media engagement and supporter outreach efforts to the next level – starting with the basics for newbies and then the more advanced tactics 2.) How online tools – i.e. Google Hangouts, online and Social CRM, etc. - can help you take control of the data at your fingertips for successful media engagement 3.) Targeting and measuring your PR efforts for maximum benefitTRANSCRIPT
EASILY GET MEDIA ENGAGED IN YOUR CAUSE WITH PR IN THE DIGITAL AGE
Leah WilkinsonPartner, WilkinsonShein Communications
Jamie NolanPress Officer and Communications Manager, Solar Energy Industries Association
Blake GrovesVice President, Strategy and Business Development, Salsa
Speakers
PR IN THE DIGITAL AGE
Leah WilkinsonPartner, WilkinsonShein Communications
Then:
• Media tours
• Cutting clips
• Newsletters (printed)
• Newsrooms
• Faxing/mailing press releases
• Bacon’s “books
Now:
• YouTube videos & Google Hangouts
• Online tracking
• Social media
• Working from home
• Blast emails
PR in the Digital Age
• Three words: access, access and access• 20 years ago:
• News was accessed via TV, radio, newspapers and magazines
• Reporters worked in newsrooms and dug for stories to place in finite/limited “space”
• Breaking news had to wait for the next “airing” or edition to print
How Media has Changed
In 2013:• News accessed instantaneously via smartphone,
tablet, computer• Reporters work from home or even the local coffee
shop and are fewer in number• Space for a story is no longer an issue• Social media and online news forums have
expanded who is a journalist and who has influence. • Breaking news never has to wait
Media Today
Today’s “technology” opens up endless opportunity for communication and content delivery• Instant access and response via smartphones, tablets,
lightweight computers• Content delivery can be timed to maximize opens/clinks• Tracking technology has become far more sophisticated and
adds significant value to a content campaign • Video, video editing, and delivery tools are simpler to use and
enable easier and faster development of video content• Self publishing tools allow for instant “publishing” of everything
from blogs to books
The Technology
The channels through which news and content is disseminated have changed dramatically:• Social media platforms• Email • Texting• Webinars• Videos
The Channels
SOLAR MARKET INSIGHT: AN INTEGRATED SOCIAL & SALSA STRATEGY
Jamie Nolan
Press Officer and Communications Manager, Solar Energy Industries Association
• Founded in 1974
• U.S. National Trade Association for Solar Energy• 1,000 member companies from around the world• Members from across 50 states• Largest companies in the world as well as small installers
• Our Mission: Build a strong solar industry to power America
• Our Goal: 10 gigawatts (GW) of annual installed solar capacity in the U.S. by 2015
About SEIA
• U.S. Solar Market Insight Report – leveraging existing cache
• Content marketing plan using existing resources
• Set individual goals for key areas: marketing, PR, social, web
• Telepresser vs. Google+ Hangout
Salsa as a Content Marketing Tool
• Salsa tools – emails, events, petition, Attentive.ly social plug-in
• Meltwater News & Vocus media keyword monitoring, wire press release
• Visual.ly – infographic creation
• Muckrack – identifying reporters to target, tracking their sharing activity
Tactics
• SEIA Website – custom landing page, drove all traffic to one place
• Facebook – sharing graphics, hitting local angle
• Twitter – link sharing, campaign tracking using #SolarInsight, drove participation in Hangout & web traffic
• Google + Hangout – discuss report findings, push viewers to the SEIA website
Tactics
Landing Page
Available for download as a PDF, as well as flowed into webpage to optimize SEO
Easily-accessible supporting materials linked below, including all graphics & some members-only resources
Infographics
Google+ Hangout
A SEIA team member used Gchat to send me Twitter questions during the Hangout
We set up a makeshift studio for our CEO in a small conference room (note the solar panel backdrop!)
• 200+ media hits, including TIME, The New York Times, The Associated Press, Bloomberg, The Hill, Politico, Reuters, and the San Francisco Chronicle
• 9,600 unique website visitors: Smashed previous record
• 2 mil impressions for #SolarInsight: More than 100 journos shared either the Hangout or SMI landing page link
• 522 +1’s on Google+: Crucial for SEO• 26% average open-to-click rate on Salsa emails:
Targeting = highly-engaged audience
Results
• Use what you’ve got• Wrap your arms around your data• Echo messages across media• Think local• You only manage what you measure• Don’t skip the debrief
Key Takeaways
Jamie NolanPress Officer & Communications ManagerSolar Energy Industries AssociationPhone: 202.556.2886Web: www.seia.org Email: [email protected]: dcjams
Contact Me
USING TECHNOLOGY TO LEVERAGE IMPACT
Blake Groves
Vice President of Strategy and Business Development
Leveraging Technology for Results
TimeResourcesEffort
TargetedPersonalSpecific
• Who they are• What they have done• Reach that they have • What are they talking about now
Leverage Key Criteria
“Let the technology give you a one-on-one approach with a much larger audience”
The Sweet Spot
Group
InfluenceActions
• Classify by what makes sense for your organization• Type of publication• Area of specialization• “Friendliness” to your organization
Group
• Messages they read• Request they have made• Actions they have taken• Items they have shared
What Have They Done
CoalFracking
• Identify those with the most followers• Look outside of traditional channels• Leverage the data in a single system
Influence They Have
Contact
• Phone: 866.796.8345• Web: www.salsalabs.com• Email: [email protected]• Twitter: @salsalabs
• Phone: 410.363.9494• Web: www.wilkinsonshein.com• Email: [email protected]• Twitter: @wilkinsonshein
THANK YOU!