pr 101: understanding the evolving public relations landscape
Post on 18-Oct-2014
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DESCRIPTION
So your company just launched a cool new product, and now you need to get the word out about it. You gear up your social media channels and write a post for the company blog, but standard marketing tactics are just one piece of a larger puzzle and you could do much more to gain the publicity you deserve. Ever heard of a press release? Know the essentials of media monitoring? What about measuring the efficacy of a campaign? Public Relations is an integral part of any organization's marketing mix and Sarah Salbu will explain the evolving landscape of PR and how you can employ strategic PR activities in your company. What You'll Learn Definitions of PR tactics and how and when to use them Media monitoring and media relations Ways to quantitatively measure the impact of PR effortsTRANSCRIPT
presents
PR 101: Understanding the Evolving PR Landscape
SARAH SALBU @SarahSalbu
Sarah SalbuSarah Salbu is a senior account executive at SHIFT Communications, her priority is to understand the business goals of each client to best align all PR activities. Prior to joining SHIFT, Sarah led the PR program at PerkinElmer, a global human and environmental health company. She is also a communications mentor for a number of start-ups who participate in the Mass Challenge program and has led PR workshops at Boston's Startup Institute. When she isn’t doing PR you can usually find her at a comedy club in Boston or taking Salsa lessons. She was recently featured in Inc. Magazine talking about how to leverage Twitter as a networking tool.
PUBLIC RELATIONSLANDSCAPE
by Sarah Salbu
OVERVIEW
PR Tool Box Media Relations & Monitoring Measurement
Business Goals & Objectives
Consistent Communications Measurement
Brand Messaging Digital Presence Public Relations
Events
PR in Context
PUBLIC RELATIONS TOOL BOX
Press Release Media Alert
PRESS RELEASE• Major corporate
milestone/accomplishment • Relevant to a mass
audience • Distribution Services such
as BW or PR Newswire
Headline Compelling, cites company name, keywordsSubheadSupports headline with product name, benefitsLead Paragraph Short and to the point, reflects content of headline and elaborates on the story in layman's termsQuote Infuse opinion from experts Links/additional info
*Up to 2 pages
MEDIA ALERTS• News, but not
groundbreaking • Relevant to a target
audience • Typically non material
Headline Compelling, cites company name, keywordsAnswers 5 Ws
*Up to 1 page
MEDIA MONITORING
• Business and Industry landscape • Media relations - sense of industry
influencers • Impactful pitching Recommendations: • Subscribe to local and industry
email blasts, follow on social • Subscribe to HARO
SPOKESPERSON TRAINING• Review recent articles by journalist • Brainstorm likely questions • List key points YOUR company
would like to say • Lay out key company facts • Have multimedia available
AMPLIFY OUTCOMES
MEASUREMENT
Quarter over quarterMedia outcomes
0
4
8
11
15 14
9
15
11
Share of voice
30%
20%13%
21%
16%
HPDellIBMAppleIntel
Ongoing manual tracking Regular tracking with media monitoring tool
Media ranking
Reputation 1 or 2
Circulation 1 or 2
Media Outcome
1 or 2+ + = Score from
3 - 6
Free: Google Alerts for company name, key words and competitors Tweet Reach Social Mention !Paid: Meltwater Cision Critical Mention Radian 6
TAKE AWAYS
