MONTH 2013

Public Relations:

How to Keep your Brand in the News(when you have nothing to say)

#GoInboundMktg

Who am I?

Who are you?

What we’re talking about today:• Stealing• Stalking• Using People

PR does not equal “press release” …at least not all the time.

When do you write a press release?• New partnerships • Key hires• New product/service announcement• Company milestone (growth, acquisition, etc.)

** NOT your chili cook off, employee of the month, or new brand logo)

So, you made an announcement.

Stalking

Stalking • Your boss - for his perspective on the industry and trends he/she is seeing (story mining session)

• Your salespeople - for insight into what they are hearing from prospects and customers, and how you differ or what problems you solve

• The media - to get on their radar and in their good graces for when you need them

Stealing

Stealing• Old blog posts• Pull portions of a whitepaper or eBook and

use as expert commentary• Piggyback off competitors’ news and steal

their thunder with a unique perspective • Write byline articles based off someone

else’s commentary

Using People

Case Study Campaigns• Identify happy customers with meaningful results

• Ask if they are willing to:1) share their experience in a formal case study2) speak with the media about their experience

• Set aside time to speak and uncover:• Problem• Previous solutions tried• Why looked at your brand initially• Why chose you over competition • Direct benefits of working with you (dollars saved, dollars earned, etc. )• Compelling quotes

Will it work?

Thanks!

lindsey@blastmedia.comTwitter - @lindseygroepper