long tail pr in a digital world
DESCRIPTION
Discussion of the digital half-life of stories, ways to connect effectively with the media, and how to identify the stories in your business or brand. Long tail PR is a longer-term view of public relations versus "getting ink." - as presented to the Broken Arrow Business to Business program through the Broken Arrow Chamber of CommerceTRANSCRIPT
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: [email protected]
Twitter @Mandy_Vavrinak Facebook: it’s obvious, right?http://mandyvavrinak.com LinkedIn: Yep, same name