pr in real time: from publicity to true "public" relations
Post on 21-Oct-2014
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Real public relations: where publicity meets social media, and brands engage with audiences. Originally delivered by Victoria Harres at Social Crush 2011.TRANSCRIPT
@VictoriaHarres@PRNewswire #PRNewswire
PR In Real TimeFrom Publicity to True ‘Public’ Relations
Victoria Harres | PR Newswire
@VictoriaHarres@PRNewswire #PRNewswire
@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
@VictoriaHarres@PRNewswire #PRNewswire
Publicity
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Journalist’s point of view…
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@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
@VictoriaHarres@PRNewswire #PRNewswire
NOThttp://www.exclusivemovienews.com/2008/01/14/headline-writers-at-lost-for-puns-for-upcoming-cloverfield-reviews/
@VictoriaHarres@PRNewswire #PRNewswire
@VictoriaHarres@PRNewswire #PRNewswire
Web 2.0 unlocks unique opportunities
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• 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
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Engage influencers
Probably not her.
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Influencers Could be Your Customers
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Listen!
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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.
@VictoriaHarres@PRNewswire #PRNewswire
Press releasesMore Multimedia = More Views
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Multimedia releases have double the shelf life of text releases.
Multimedia releases have double the shelf life of text releases.
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Make it Sharable!
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@VictoriaHarres@PRNewswire #PRNewswire
Remember Mom said “Share!”
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@VictoriaHarres@PRNewswire #PRNewswire
QuotesStats
Photos
VideoSlidesAudio
Break it down for sharing…
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@VictoriaHarres@PRNewswire #PRNewswire
@VictoriaHarres@PRNewswire #PRNewswire
Humanize the brand… with a gorilla?
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Optimize content for search!
@VictoriaHarres@PRNewswire #PRNewswire
Communicationmust happen in
real-time!
Crisis circa Web 2.0
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A challenging road to a welcome tweet…A challenging road to a welcome tweet…
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tools oneforty.com/PRNewswire/pr-
toolkit
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ResourcesLive Google Doc: Resources for Social Business
http://bitly.com/nNPo5F
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Inspect your audience frequently! Credit: Universal Pictures image of Alfred Hitchcock promoting the film The Birds.
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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
@VictoriaHarres@PRNewswire #PRNewswire
Victoria [email protected]
@PRNewswire@VictoriaHarres#prnewswire