long tail pr in a digital world

PR: Beyond the Press Release

Adventures in using new media to tell your story and find your audience

Tweeting This? #PRtips @Mandy_Vavrinak

What’s the Goal?

Who Cares?O Human Touchpoints

O How does what you do impact people’s wallets, health, enjoyment, time?

O Who makes it happen?O Do you have examples?

O Environments and AttitudesO Thinking Long Term

O PR isn’t just about “getting ink” anymore

Newsroom Reality

The Package & The Pitch

O Desired audience and goalO “Hard News” – immediacy, info-

drivenO Facts first, then impact and effect

O “Soft News” – More people & community focusO Lead with impact, still fact-driven

O “Feature” – People & emotion drivenO Lead with outcome, effect or emotion

Relationships MatterO Relationships get you attentionO Follow, friend, subscribe, watch,

comment, tweet, shareO Social Media is a shortcut to building

relationships with mediaO Make the job easier

O Details available online is a welcome thing in most cases

Online PR

Online Results

Offline Results

Pitchengine.com

Pitchengine.com

Better Than Email or Word

Quality vs Quantity

Pitch Perfect?O Use the online tools you haveO Remember the digital half-life of

stories & pressO It’s not just about the press you get

todayO Have a clear plan and objectiveO Connect purposefully in advanceO Connect personally when you pitch

Questions?

Email me: mvavrinak@mac.com

Twitter @Mandy_Vavrinak Facebook: it’s obvious, right?http://mandyvavrinak.com LinkedIn: Yep, same name