lindsey groepper public relations
DESCRIPTION
For many years, PR equaled press release. Today’s media is hungry for ready-made content and unique sources that doesn’t come in the form of a press release. So what do you do when you seemingly have nothing to say? BLASTMedia President, Lindsey Groepper, examines the tactics to help get your brand noticed in the media, drive brand awareness, and position your brand as an industry expert to increase targeted web traffic.TRANSCRIPT
MONTH 2013
Public Relations:
How to Keep your Brand in the News(when you have nothing to say)
#GoInboundMktg
Who am I?
Who are you?
What we’re talking about today:• Stealing• Stalking• Using People
PR does not equal “press release” …at least not all the time.
When do you write a press release?• New partnerships • Key hires• New product/service announcement• Company milestone (growth, acquisition, etc.)
** NOT your chili cook off, employee of the month, or new brand logo)
So, you made an announcement.
Stalking
Stalking • Your boss - for his perspective on the industry and trends he/she is seeing (story mining session)
• Your salespeople - for insight into what they are hearing from prospects and customers, and how you differ or what problems you solve
• The media - to get on their radar and in their good graces for when you need them
Stealing
Stealing• Old blog posts• Pull portions of a whitepaper or eBook and
use as expert commentary• Piggyback off competitors’ news and steal
their thunder with a unique perspective • Write byline articles based off someone
else’s commentary
Using People
Case Study Campaigns• Identify happy customers with meaningful results
• Ask if they are willing to:1) share their experience in a formal case study2) speak with the media about their experience
• Set aside time to speak and uncover:• Problem• Previous solutions tried• Why looked at your brand initially• Why chose you over competition • Direct benefits of working with you (dollars saved, dollars earned, etc. )• Compelling quotes
Will it work?
