Putting the “P” back in PR
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Putting the “P” back in PR
Integrating Social Media Outreach into your Communications Strategies
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It’s no longer just about the media
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Social Networks Empower EveryoneBrian Solis blogs at PR 2.0 http://briansolis.com
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Information Travels Differently
David Armano blogs at Logic+Emotion – http://darmano.typepad.com
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Where to begin?
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They Say Press Releases are Dead
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But, that’s not really true
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They just need to be adapted for sharing and search
Kevin Dugan and Richard Laermer write the Bad Pitch Blog:
http://badpitch.blogspot.com/
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SEO – Search Engine Optimization
Create content that is easily found by consumers AND journalists
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SEO Basics
For more information about SEO, read Lee Odden’s blog, http://toprankblog.com/
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Google AdWords Keyword Tool
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Google Trends
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Start Reading Blogs
http://adage.com/power150/
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RSS
•Real Simple Syndication•Delivers latest posts in a reader or via email•RSS address differs from the URL
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Build relationships with bloggers before you need them
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Put down your shotguns
In other words, DO NOT email blast your press release
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The Don’ts of Blogger Outreach
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Blogger Outreach Best Practices
•Know what they write about•Know what their readers expect•Check their blog for a pitch policy•Be personal and as authentic as possible – do not use “key messaging” that you would not use in casual conversation•Do not send a pitch that you wouldn’t mind having posted to the Internet
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Searching for the right bloggers
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Subscription Services
• Radian 6 – Sentiment, comments, influence, trends, authority and internal response tracking
• CrimsonHexagon – Sentiment and comments• VibeMetrix – Sentiment, comments and
internal response tracking
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Social Media Newsrooms
Shhhhhhhh, they’re really just blogs
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Social Media Newsrooms
Shareable and Searchable
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Questions?
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For more information
• Technorati State of the Blogosphere report/2008• One half of all blog readers say they trust bloggers’
purchase recommendations• Brian Solis blogs at PR 2.0 http://briansolis.com• Lee Odden blogs http://toprankblog.com/• Kevin Dugan and Richard Laermer write the Bad
Pitch Blog: http://badpitch.blogspot.com/
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Thank You Thank You Thank You
Shannon Paul
http://veryofficialblog.com/http://twitter.com/shannonpaul/http://friendfeed.com/shannonpaul/http://linkedin.com/in/shannonpaul/