Building Marketing, Public Relations and Social Media Strategies for Your Business

Understanding PR 3.0

At KCD Public Relations, we use an approach we like to call PR 3.0, in

which public relations, traditional marketing and social media marketing

work together to increase brand recognition and promote growth.

When developing a marketing plan for your business, it’s critical to

include strategies for all three components of PR 3.0.

So, why is PR 3.0 so important?

• We exist in a 24/7 news cycle

• News spreads faster than ever – Twitter breaks news

• We are living in an SEO (search engine optimization) world

• Your audience likely reads news on mobile devices

• News actively shapes public opinion and prompts public action

In this Ebook, we’ll break down each

element of PR 3.0 and make our expert

recommendations on developing an

effective strategy for each.

Happy marketing!

Understanding PR 3.0

Defining Public Relations

Public relations is an integral part of any well-planned and effective

marketing strategy. But what is PR?

• A successful public relations program is a deliberate, strategic

communications plan with a defined goal

• The goal is to build and manage your reputation among your key

audience members, and to help differentiate your services

Dispelling the Myths

Public Relations is NOT…

• Paid advertising in the local newspaper

• Publicity stunts

• One time event or promotion – “I want one big article

about me”

• Sending press releases only

Does Your Business Need Public Relations?

Still wondering if public relations should be an integral part of your

marketing strategy? Here’s a few reasons why it should:

• PR is a valuable tool for gaining recognition for your business

• Helps to differentiate your business from the competition

• News coverage serves as objective third party endorsement in

attracting new clients and strengthening existing relationships

• Cost-effective means to help build awareness and brand equity

• Marketing value: increased search engine visibility for web presence

• Prompts action and discussion vs. traditional advertising

You Make News Everyday

You probably don’t realize, but you and your company have news worthy

events occurring every single day. From moving offices to adding new

team members, here are a few of our recommendations on what to share

through your public relations strategy:

• Have you moved offices?

• Have you added new talent?

• Have you merged or acquired another business?

• Are you a good corporate citizen?

• Do you have new ideas about a timely topic?

• Insight into a specific niche or industry?

Tools to Tell Your Story

Once you understand how to use PR to tell your story, you need to determine

how you’ll share it. Luckily, there are plenty of tools out there to help you do so!

Website (2014 Version!)

• Printed collateral

• Company fact sheet or overview

• Executive biographies

• Company timeline or milestones

• Company press releases

• Company media coverage

It’s game over if this information is not up to date, consistent and accurate.

Reporters REQUIRE this or your credibility lessens.

You Control What is Made Public

Media relations can be nerve-wracking for an inexperienced

interviewee, but it’s important to remember that you’re in control of the

information that is shared. Here are a few of KCD’s top tips and

suggestions for a nailing media interviews:

• The reporter is only a messenger

• Your quotes can drive the story

• You need to have your own agenda

• What is your message?

• Prepare “quotable quotes”

• Tell stories, use anecdotes and examples

Creating a Content Marketing Strategy

Step 2 of your three-pronged marketing strategy should focus on content

marketing. Content marketing is essentially blogging with the purpose of

providing website visitors with helpful and relevant content. It may seem

daunting, but with a strategic plan in place content marketing is

manageable and furthermore, effective.

Creating a Content Marketing Strategy

Here are a few of KCD PR’s top recommendations on creating a content

marketing strategy:

Update monthly to stay relevant – if you want weekly, develop a few month’s

worth of content ahead of time. Create a deliverable calendar to see your plan

of action.

Develop a message – if you have a niche, market it. Do you have a new

product? New offerings for new clients? Use this opportunity to share your

expertise and further develop your thought leadership in your particular industry.

Make sure your content is INTERESTING and CONCISE and easy to “share”

with others. Add value and a unique perspective to target your audience.

Understanding Social Media

In today’s marketplace, you can’t have an effective marketing strategy without

the integration of social media. It simply cannot be ignored as it affects

everything from sales to the news cycle. Here are a few things to remember

about social media:

• Social media is today’s conduit to reach your clients and target audience

• We are living in an SEO (search engine optimization) world

• Information spreads faster than ever – news regularly breaks on Twitter

• News actively shapes public opinion and prompts public action – so share it!

Social Media Usage

Facebook has 1.28 billion active monthly users. If Facebook were a

country, and its population was made up of its members, it would be

the 3rd largest country in the world

Twitter has 255 million active monthly users

LinkedIn has 300 million registered users

Social media produces almost 2X the marketing leads

of trade shows, telemarketing, direct mail or PPC. – HubSpot

According to Statista.com, June 2014

What Social Media Can Do for You

Now that you have a good understanding of social media, it’s important

to understand what social media can do for your business. Here are a

few of KCD’s top tips on why social media should matter to you:

• Allows you to reach current and prospective clients at a low cost

• Complements your website with new, fresh content

• Increases your digital footprint (SEO) and overall visibility

• Improves your knowledge of competitors

• Prospects will Google you: what if they don’t find anything?

• Showcases the personal side of your practice

• Those who are using social media have positive experiences with it

Content is King and it’s Everywhere

So once you create your social media profiles, what comes next? Don’t forget

to integrate social media profiles into your content marketing calendar. To get

started, use some of the below tips on content you can share:

• Use compliance pre-approved content

• Link to an interesting article or white paper

• Leverage your newsletter – get it online

• Niche related

• Local issues

• Videos work as well

• Client events, seminars, etc.

• Spend 1-2 hours a week yourself or find a professional to manage for you

Use Social Media to Promote PR Success

Most importantly, your social media presence should be used to

market your PR successes and news. Check out a few examples

of businesses doing just that:

Market Your Success

With your marketing, public relations and social media marketing

strategies in place, you’re ready to reap the benefits of PR 3.0! Here

are a few reminders to remember about marketing your success:

• Use your website as marketing distribution vehicle

• Keep updated via client e-newsletter, drip campaigns that share

media coverage

• Use social media to promote media coverage/market your business

• Market trade press coverage to local/regional media

This is what separates you from the competition!