Post on 29-Jan-2018
’MazingYou 2017 Women’s Conference
50 Tips from the PR Pros
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How to share!
Facebook: MazingYou Leadership
for Women;Word’s Out PR
Insta: @Mazingwomen; @WordsOutPR
#mazingyou#salemconference#womeninbusiness
#womenempowerment
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Your PR Maven: Ms. Nicole Miller
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Today’s expert team of women
Laura Luthi
Dena Weigel-Bell
Brooke Schelar
What IS PR? Not HR
Not advertising
Behind-the-scenes; building connections between organization and its publics
Communications director, pitch stories, write speeches, create news releases, manage social media platforms, plan the social responsibility campaign
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Why does PR matter?Investment in your reputation & the reputation of your organization
Good PR: Improved visibility and good positioning
Crisis is chronic
PR speaks the truth and people want the truth
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PR Part 1: Media Relations
Nicole Miller & Laura Luthiwordsoutpr.comWordsOutPR@wordsoutpr
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POP QUIZ! What are some of the job functions of
a person in PR?
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1. Be strategic
Communications approach should be directly tied to your vision and goals
Well-planned communications will achieve better long-term results
Proactive vs. reactive
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2. Include PR at executive level
Obtain info directly, from the most credible source
Direct access offers insight and foreshadowing of future events
Enables PR to strategize and develop communications directly tied to your organization's needs
We can’t do our jobs in the dark!
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3. Develop key messages
Differentiate from the competition
Stay on topic
Define your brand
Establish the reputation you want for your organization
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4. Know your audience“Target publics” - you have several
Consider where to find your publics
Always research the media outlet and media contact before pitching!
Who are their readers/listeners/viewers?
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5. Make it compellingPersonalize to the outlet and person—keep it genuine
Intrigue the editor or producer
Be conversational
Tie to industry trends
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6. Write impressive news releaseUse a mix of the traditional “Inverted Pyramid” + new techniques, too.
Used to be written for the journalist, now it needs to be written for the public, as well.
Ann Wylie’s "X, Y, Z, A formula”Benefits of your product or service. It looks like this: X (users) who have struggled with Y (problem) will now be able to Z (benefit), thanks to A (product or service).
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Commuters who now spend an hour each day driving from Tualatin to Portland will soon be able to make the trip in 15 minutes, thanks to a new bridge that ABC Company will build this summer.
People with skin that is showing signs of aging, including wrinkles and age spots, will now be able to reverse the signs of aging in as little as four weeks with Timeless Age-Defying Serum by ABC Company.
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🤔For example…
News Release Format
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7. Create stand-out subject lineThink of your subject line as your pitch
Pique curiosity: New, Local, Exclusive, Data
Be clear “News Release re:”
Keep it brief “10 Tips to Avoid Dry Rot”
AVOID spammy, sales language “free” “% off”
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8. Serve it on a silver platterInclude the whole package in your pitch, making your story ready-to-go and more appealing than the rest.
• AP Style
• Photos, video
• Spokesperson
• Industry data
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9. Follow-up (in a helpful way)
Every great PR person follows up
A call and/or e-mail that is quick & to-the-point is often what lands the story.
Follow-up an average of 3 times
When they say they don’t want follow-ups, it’s really that they don’t want crappy follow-ups.
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10. Leverage the exposure
Use it or lose it, sister!
Share on Facebook
Publish on LinkedIn
Your e-mail list
Industry specific social networks
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11. Relationships, relationships!
Public relations is about building strong, respectful relationships
Provide valuable, relevant information
Best PR people are resources to the media; strategic consultants to the exec team.
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12. Stay on offense
Anticipate problems and opportunities
Find spontaneous PR opportunities
Go for the gold
Be creative!
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PR Part 2: Social Media for Business
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Nicole Miller wordsoutpr.comWordsOutPR@wordsoutpr
POP QUIZ! Who’s on…
Facebook? Instagram?Pinterest?LinkedIn?Twitter?
Snapchat?
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1. Choose the right platformsSo many options, limit to 3. Quality over quantity!
Choose based on your target audience
Is yours a B2B or B2C biz
Go to conversationprism.com
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😱
App for sending
videospicturesthat disappearafter being viewed
Social Sitethat is all about
DIscovery
Largestopportunities
users are:usersshare
67 MillionTwitter users
There Are over
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mobile isfacebook’sCash cow 140
PINTEREST twitter facebook instagram Snapchat linkedin
post to
everysecond
characters
1 MILLION Links
social sharingapp all around
most followed brand is
and now 60 secondPictures
#
videos
and
social networking site
businessoriented
travel
beauty
stylefood
home
million150
20%male
millionactive usersactive users active users
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6,000 tweets
millionactive users
300million106billion
2.01Millionactive users
700
many brandsare participatingthrough the use of
brands that areparticipating
& connect
giving potential andcurrent associates
are
a place toin theUS
hashtags
picturesand posting
consumerscan relate to
corporatebrands
network
EVERY 20 MINUTES
roughly
80%female
70% ofusers are female
happen
MONTHLY
1.15billion Daily active mobile users
most usedplatform among 12 - 24year olds
is the most common age demographic
at 29.7% of Usersage 25 to 34
on av e r a g e
monthly active users
+
billionvideo views daily
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Statistics as of 8.25.2017 Designed by: Leverage - leveragenewagemedia.com
70% users are outsidethe U.S.
of
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2.Post at the right time Know when your audience is online Consider the demographics Schedule your posts via Hootsuite or Facebook scheduler
Hootsuite > Instagram, LinkedIn, TwitterFacebook > Facebook
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3. Follow the 80/20 rule!80% of your posts should be non-promotional. Interesting, sharable content.Info, tips, humor, conversation, quotes, news, questions. 20% of your posts promoting your business or cause; including calls-to-action.
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4. Envision you’ve just entered a party…
Use the same etiquette you’d use in-person at a social event
Respond to comments, inquiries
Get off your soap box
Don’t get political, religious
Whether or not to “friend:” Would you engage w/ that person in-person?
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5. Build relationships!
It’s a conversation, encourage dialogue
Phrase your post as though you’re talking with, not at, someone
Tag people and other businesses
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6. Social media cannot exist in a vacuum
Point to your social media pages outside of that social media platform
E-mail signatures
Website header, blog
E-newsletters
Real-life signage
Contests!33
7. Use images, esp. video
74% of all Internet traffic in 2017 is video
Photos, videos are an extension of your brand
Should be professional, yet not too formal.
Don’t upload too many pics — pick the best and use those
Add humor: ecards, memes, quote generators
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8. Recognize personal vs. businessThink about what to post on your personal pages vs. your business pages.
There is an overlap of our personal and social worlds
Listen to your inner voice as to where to draw the line
Personal account is spontaneous, business account needs more thought, a plan
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9. Lift each other upTag other businesses, people, organizations
Promote what others are doing
Share your “kudos”
Provide reviews on Facebook, Google +, Yelp, etc.
Help out a budding page by commenting, not just liking their posts
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🙌
10. Do not over-sell or brag! That will turn people off !
It’s a communication platform, a community-building platform, a customer service platform... Have you ever been in a conversation where someone talks about themselves the whole time?
... unless, you use the appropriate tools such as ads or sponsored content. Or if you tactfully craft in the 20% portion.
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11. Grammar matters!
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PR Part 3: Blogging for Business
Dena Weigel-Bellwww.denaweigelbell.comDWBBrandJournalist
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POP QUIZ! Who has a personal blog?
A blog for business?
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1. Content is KingContent Marketing is a strategic marketing approach focused on creating and sharing valuable, relevant content that does not explicitly promote a brand, but is intended to stimulate interest in its products or services.
1. Blogging
2. Vlogging
3. Social media posts
4. Expert articles
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2. Design & format for readability
Keep target audience in mind
Key messages/take-aways as subheads
Widgets and added features for easy navigation!
Plugins: SEO analysis tools, backups, Google Analytics
Organize your content into 3-5 topic categories
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3. Create content that mattersCreate great content that readers will enjoy, make it visually appealing
Consider the audience
Editorial calendar for balance
Keywords to capture audience
Think about tone/formality
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4. Prioritize SEOIncreasing your “searchability” on search engines is the best way to bring customers to you
Use focus keywords/phrases
Sprinkle your keywords throughout
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POP QUIZ! Google yourself!
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5. Use specific keywords instead of general keywordsLong-tail keywords (key phrases)
Searchers verbalize their problem “Local Plumber Salem Oregon”
Brings in the most relevant, qualified leads
Use throughout your content
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6. Locations w/ keywordsIf you sell products or services specific to a particular region, you’ll want to include the location in your keyword phrases. Especially in your meta description!
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7. Use keywords in headlines
Place keywords at the beginning (and end) of your headline
Place keywords in sub-heads
“6 Floor Plans for a Perfectly Modern Kitchen”
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8. Insert meaningful linksInbound Links:Come from another site to yours!Membership organizationsCommunity, industry partnersSharing partners
Internal Links:Link within your own site to keep them on your website longer.Preferred by GoogleMust be relevant
Outbound Links: Link to other relevant pages to build goodwill. However, this sends visitors away from your site.
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9. Promote your blog
Have a checklist handy about where you will share your blog posts once they’re published!
Plugins such as:
E-mail, e-newsletter
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Activity: Think of how you’d blog for business
1. Brainstorm a blog topic.
2. Share your blog topic with your table members.
3. Keyword/key phrase challenge! Table members help come up with a keyword search term for your blog post.
4. Select one blog topic from your table to share w/ us (and its corresponding keyword/key phrase).
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PR Part 4: Visual Storytelling
Best Practices
Brooke Schelarthewildferncreative.com WildFernCreative@wildfern_creative
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POP QUIZ! What is the call-to-action on this web page?
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1. Leave white space
Give your visual elements and messages space to be seen and heard. Forcing multiple messaging into one area and cluttering your visuals leaves people feeling overwhelmed and makes it hard for them to soak up the main message.
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2. K.I.S.S.(Keep it simple, stupid!)
Did you know?80% of people choose a product, service or company over a competitor because it had a better website
Simplicity is key
Entice the customer
Save more info and extra photos for another space/page if needed
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3. Use visual hierarchy …and subheads are important, too!
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38% of people will stop engaging with a website if the content/layout is unattractive.
Define the importance of what you're trying to say and present the information accordingly.
4. Clear call-to-action
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What do you ultimately want people to do? Make this clear.
Attention spans are short. You have to help guide the viewer to act on something. Make it easy for them.
Buy now, submit, click here
5. Use color with purpose
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Use color to make specific things stand out in your visual design.
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Be true to your brand and your values. Don't pretend to be something that you're not. Share your true brand and core values with your customers. Fake isn't relatable.
6. Authenticity is crucial
InauthenticStock images
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Show your genuine values through custom visuals & words
Break out of the mold
Did you know? We are incredible at remembering pictures. Hear a piece of info, and three days later you'll remember 10% of it. Add a picture and you'll remember 65%.
7. Customize to stand out
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Define a set of rules and guidelines for your brand and stick with it.
Consistent brands are easily recognizable and can truly develop a personality of their own.
8. Customers need consistency
9. Tell a story
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A compelling brand story gives your audience something to connect with.
At the end of the day, you're dealing with people.
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62% of consumers say that they are more likely to buy from a brand that they follow on social media
Out of sight = out of mind.
Build credibility by having a web presence:
Website
Social media
10. You’d better be online
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Social Responsibility
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~ Because being a good person matters ~
1. Bring your values to lifeBeyond a donation
Making alliances, partnerships to address deeper social issues
Strategically aligning your organization with agencies for social change
Exercising your values
Mutually beneficial
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2. Choose a cause that aligns with your values
55% of consumers willing to pay more for products from cause-supporting brands
Tie to your mission and values
Education
Health & social services
Community & economic development
Do your research
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3. Do your due diligence
Interview your top charities
Look at their annual reports
How do they measure their progress toward goals?
Listen to your inner voice
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4. Use clear messaging
Do you have your elevator pitch? 25-50 words
Be concise
Easy to understand: Could a 10 year-old understand it?
Focus on one thing at a time
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5. Motivate EmployeesEncourage & promote employee participation. Their relationship with the company is strengthened when they are engaged!
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6. Make it social
Create a hashtag #DalesPaintsPink
Tag your partners
Opens up employee and partnership engagement
Share journey in real-time
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But most importantly…
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Embrace being the expert
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Invest in relationships
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Know who to turn to!