Old School/New School: Developing an Effective PR Strategy

              

Susan PaytonPresident, Egg Marketing & Public Relations

INTRODUCTIONPresident      Egg Marketing & Public Relations    eggmarketingpr.com

Blogger    The Marketing Eggspert Blog    marketingeggspert.com     Mashable    mashable.com/author/susan-payton

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Susan Payton

PR: Old School

• Mail press releases to editors• Hold press conferences• Not for the average company • Costly and ineffective for most companies

Companies Publications

=Ineffective!

PR New School

• Email or Tweet press pitch• Online media kit• Every company should  have PR• Low cost and time investment

Companies

• Magazines• Websites• Blogs• Consumers

=Maximum Reach, Minimum Effort!

                                                                                                                 

What is New School Public Relations?

 Getting information or news about a company to the general public.

  Examples: •Press Releases •Product Reviews (on blogs, in magazines) •Social Media (Twitter & Facebook)

Press Releases

Press Releases

Methods to Distribute

1. Online distributiono PRWeb.com

   2.  Media

o  journalistso  bloggers

Benefits• Educate readers• Free promotion• SEO

PRWeb Distribution

•Launch of new business/grand opening •Launch of new website •Addition of major client or contract •Announcement of contest •Donation to charity or nonprofit event •Award received •Coverage in major media source  

Topics to Write About

How to Write a Release

•Who•What•When•Where•Why•How

•Clear Benefit•Catch Reader’s Attention

• Quotes•Contact Info•About Us

Pitching to the Media

What Not to Do • Send to every source, regardless of relevance • Misspell name • Not do homework • Not read the publication

                                                      

What To Do: •Target your list •Get proper spelling •Find updated list of contacts •Read the section that's best fit for your news

                           

                                                                                            

Press Release Tips• Show a benefit to readers; why do people care?• Provide contact info: website, email, phone• Distribute midweek • A press release isn't advertising• Don't just list product benefits; problem solve

Press Release NewsroomDoes your website have a News page?   •Single source for all news•Chronological listing of activity •Changing content good for SEO

Bloggers: Today's Journalists

  Because bloggers look for fresh content regularly, you may be able to work with some in your industry to spread the word about your business.  •Product Reviews •Product Giveaways •Press Releases •Brand Evangelist   *Some bloggers charge for reviews.

•Interacts with other social media, blogs, websites. •Free or very cheap •Anyone can do it! •Expands your brand’s reach

Social Media and PR

Facebook • Create Page for

companyo press releaseso questionso reviewso photoso events 

Which Sites to UseTwitter  • Find potential customers

and follow them.• Tweet both personal

and business. No one likes straight business

• Create conversations! It's 2-way!

Throw me your best PR questions!  

Didn't get yours answered? Visit www.marketingeggspert.com and search for

the answer or email me: susan@eggmarketingpr.com

Q&A