from publicity to real public relations
Post on 21-Oct-2014
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Victoriaharres@victoriaharresVictoria Harres
PR In Real TimeFrom Publicity to True ‘Public’ Relations
Victoria Harres | PR Newswire
@VictoriaHarres@PRNewswire #PRNewswire
What we’ll cover:
• Publicity to ‘Public’ Relations• Engaged Media Relations• Working your content in Web 2.0• Crisis management in real-time
@VictoriaHarres@PRNewswire #PRNewswire
Publicity
Journalist’s point of view…
@VictoriaHarres@PRNewswire #PRNewswire
Image credit: http://minnesota.publicradio.org/collections/special/columns/news_cut/content_images/press_corps_1.jpg
The media patiently awaits our news...
@VictoriaHarres@PRNewswire #PRNewswire
NOThttp://www.exclusivemovienews.com/2008/01/14/headline-writers-at-lost-for-puns-for-upcoming-cloverfield-reviews/
@VictoriaHarres@PRNewswire #PRNewswire
Web 2.0 unlocks unique opportunities
• Find journalists and bloggers on social networks that matter to your goals.
• Listen and learn. • Connect and pay attention• Be useful in an unselfish manner.
Audience relations
Engage influencers
Probably not her.
Influencers Could be Your Customers
Listen!
Press Releases• Write tweetable headlines.• Use anchor text with links that lead back to
your site!• Keywords, keywords, and keywords…• Optimize for search.• Include sharable multimedia.
Press releasesMore Multimedia = More Views
Multimedia releases have double the shelf life of text releases.
Make it Sharable!
@VictoriaHarres@PRNewswire #PRNewswire
Remember Mom said “SHARE!”
@VictoriaHarres@PRNewswire #PRNewswire
Quotes
Stats
Photos
Video
Slides
Audio
Break it down for sharing…
PUT YOUR CONTENTWHERE YOUR
CONTENT BELONGS!
Humanize the brand… with a gorilla?
Optimize content for search!
Crisis circa Web 2.0Communicationmust happen in
real-time!
tools oneforty.com/PRNewswire/pr-toolkit
A challenging road to a welcome tweet…
ResourcesLive Google Doc: Resources for Social Business
http://bitly.com/nNPo5F
Inspect your audience frequently! Credit: Universal Pictures image of Alfred Hitchcock promoting the film The Birds.
Takeaways:
• Research and listen.• Engage your true influencers.• Be a good social citizen.• Humanize the brand!• Make your content super sharable.• Communicate and act in real time.
@VictoriaHarres@PRNewswire #PRNewswire
