pr /digital marketing crossover – oh my!€¦ · pr is about reputation being iconic “publicity...
TRANSCRIPT
MARRYING OLD SCHOOL/NEW SCHOOLFOR A SUPERCOOL NEW PR MINDSET
PR /Digital Marketing Crossover – OH MY!
Michelle Stinson Ross / Digital Marketing Manager, IllumaiJoe Thornton / Senior PR Director, Aimclear
What The Heck Is PR Anyway?
The state of the relationship between the public and a company,
organization or individual
Aspiration
PR Is About Reputation
Being Iconic
“Publicityisabsolutelycritical.AgoodPRstoryisinfinitelymoreeffectivethanafrontpagead.”
-RichardBranson
CONTENT AND CREATIVE NEEDS
TO BE MORE THAN, GOOD…MUST BE
STUNNING
PR
CUSTOMERS
INVESTORS
COMMUNITYEMPLOYEES
INFLUENCERS
CRISISMANAGEMENT
Influencer (n) -
Apersonorgroupthathastheabilitytoinfluencethebehaviororopinionsofothers:
Theinfluenceristheindividualwhoseeffectonthepurchasedecisionisinsomeway
significantorauthoritative
Who are the influencers?
Where Are Your Influencers?
Got Budget??? • BuzzSumo• Nuvi• Vocus• FollowerWonk• Sysomos• Snapfluence
No Budget????• Twitter• Google• Searches of all social
media sites
How The Heck Do I Reach Them?OldSchoolPR NewSchoolPR
Knowyouraudience
BuildRelationships
TellaGREATstory
DistributeEverywhere
Repurposekeymessages
Employsmartpitching
Serveonsilverplatter
I’ll ask again….HOW????
INFLUENCER: JOB TITLE-ROOT
INFLUENCER: JOB TITLE-ROOT
Sportswriters:JobTitleANDInterestANDIncome
SnarkyBusinessTravelerCriticPros
Once you get this concept, rinse and repeat.
Building Relationships at Scale
Nurture your catch
Get up to your elbows in it
No Fear. You. Can. Do. This