PR and Social Media For Start Ups
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Transcript of PR and Social Media For Start Ups
Public Relations and Social Media for Start Ups
Chris Nahil Message & Medium
Communications and MarketingOctober 25, 2013
“The influencing of opinion through content”
Larry Weber, Chairman, W2 Group Earned vs. owned vs. paid media and
content PR ≠ “press release” Education, message control, condition
influencers and decision makers Story telling on a dynamic scale
So, yes, you do need a story to tell
What is PR?
The PR Toolkit
News releases Features Events Speeches Presentations Video, audio,
graphics Bylined articles Individual pitches,
exclusives
Customer stories PSAs, calendars Internal
communications Financial
communications Government Community
BlogsLinkedInTwitterFacebookYouTube, VimeoInstagram, Flickr,
PhotobucketTumblr
SlideshareQuoraFourSquarePinterestGoogle+WikipediaSocial games
The Social Media Toolkit
Social Media Elements
Listen Share Engage
Story and Messaging
Relationships
Content
Measurement and Feedback
Must Haves
Story and Messaging
Story is built on messages ◦ Who are you?◦ What do you deliver?◦ Who do you do it for?◦ Why do you do it better than others?◦ Why are you different?◦ Why should we care?!
Good messages:◦ Compelling, credible, consistent◦ Not what you do, what you do for others◦ Magnify strengths (credibly)◦ Diminish weaknesses (credibly)◦ Adjust to accommodate change
Focus on small number of important outlets◦ Where is your audience and how do they consume info?◦ Media, bloggers, influencers
Understand writer/editor◦ Think like them and their audience◦ What do they like, dislike?◦ Hot button topics, consistent themes◦ Context
Build a relationship, don’t assume◦ “Stalk” and connect via social media◦ Events◦ Network – nothing beats face time.◦ Casual, low pressure
The easy stuff: Know deadlines and preferred modes of contact Ask media to moderate panel discussions, seminars, Web chats Always keep in mind the “so what?” Communicate…create conversations…earn their trust
Relationships
CreateCurate Request
Be relevant, provocative, informative Don’t make your content only about you Use multiple media as often as possible
Content
Choose goals◦ Message playback◦ Web traffic◦ Engagement levels◦ Influencers and followers
Select a metric and a method; collect data◦ Alexa, TrackMaven, RavenTools, SproutSocial,
Google Alerts, Google Analytics, KISSmetrics, Traackr, eyes and brain.
Analyze you data Adjust your program as needed
Measurement and Feedback
PR+Social: Provides a holistic approach to marketingMessage integration, reinforcement, amplification
To Do List:1. Build relationships with media, influencers2. Make sure basic SM profiles are complete3. Make a calendar4. Build all communications for social shareability, SEO,
multi-media5. Blog and comment regularly6. Claim Twitter handle, use daily 7. Share Graphics8. Explore YouTube or Vimeo channel
PR and Social Media Integration
Commit to CONSISTENCY
Be credible and creative
Treat your audiences as part of the family
Earn your reputation as a trusted source of info and perspective
Recipe for Success!