marketing and pr webinar 1
TRANSCRIPT
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Part 1:Public Relations & Social Media
Marketing EssentialsFor Teaching Professionals
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Welcome
Howard BrodwinSports and Social Change
Cause Marketing | Corporate Social Responsibility | Social Enterprise
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Public Relations
“If I was down to my last dollar,I’d spend it on Public Relations.”
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Public Relations
“If I was down to my last dollar,I’d spend it on Public Relations.”
~ Bill Gates
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Public Relations
Expand your Definition of Media
PaidAdvertising
EarnedPublic Relations
ReviewsWord of Mouth
OwnedSocial Media
EmailBlog
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Public Relations
Understanding Earned Media
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Public Relations
Understanding Earned Media
It’s what is said about the brand that cannot be controlled by the brand.
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Public Relations
Understanding Earned Media
Public Relations success comes from:
• Creating newsworthy stories • Announcing accomplishments & milestones • Introducing new products or services • Highlighting your expertise
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Public Relations
Understanding Earned Media
Find the Story:
• Why should the press - or the public - care about what you’re doing? • Do you have an interesting story of how you got started in the sport? • Are you doing something unique in the community around golf?
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Public Relations
Understanding Earned Media
Time Sensitive Events
• Introducing a new lesson program?• Are you doing something around a specific holiday/event/time of year? • Can you tie-in with a current event?
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Public Relations
Understanding Earned Media
Press Releases are saturating the market:
• Over 1,800 press releases issued every business day through top 3 wire services.• Each press release costs anywhere from $250 to $1,000 or more to distribute.
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Public Relations
Understanding Earned Media
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Public Relations
Understanding Earned MediaWhat does your audience watch/read/listen to?
• Print - Magazines/Newspapers/Weeklies• Digital - Online/Mobile/Newsletters/Blogs• Radio - AM/FM/Satellite/Digital• Television - Local Network Affiliates• Events & Conferences - Speakers/Panels
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Public Relations
Understanding Earned Media
Building a Media List• Find the Story first• Then identify the Outlets / Reporters• Get contact info: email/phone/twitter/fax
(on the masthead, in bylines, at the end of articles)
• Gather data: circulation/audience size, frequency, editorial calendar, pitch format
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Public Relations
Understanding Earned Media
Creating the Pitch
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Public Relations
Understanding Earned Media
Creating the Pitch: Importance = Newsworthy
Is this important to anyone in the world outside of these walls?
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Public Relations
Understanding Earned Media
Creating the Pitch: Local Vs. NationalSometimes the Ventura County Star is
more important than USA Today
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Public Relations
Understanding Earned Media
Creating the Pitch: Who Cares???• Just because you sent it, doesn't mean they're going to write about it; issue the release to reporters that are going to care.
“A reporter working at a small local paper received 80 press releases in one day –
of which only 2 were relevant to what his paper covers.”~ Jeremy Porter, Journalistics.com
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Public Relations
Understanding Earned Media
Creating the Pitch: EXERCISE
“My recent news is…”
What have you been doing in the past few months?
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Public Relations
Understanding Earned Media
Creating the Pitch: Writing Tips
• Keep it short, simple and to the point• Headline: 80-120 Characters• 1st Paragraph should address the Who/What/Why/When/Where?• Stay around 500 - 700 words, if possible
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Public Relations
Understanding Earned Media
Creating the Pitch: Writing Tips
• Who/What/Why/When/Where
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Public Relations
Understanding Earned Media
Creating the Pitch: Writing Tips
• Include contact info: Phone/Email/Website• Proofread. Then proofread AGAIN.• Have a boilerplate "About _______” • Employ bullet points to highlight key points
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Public Relations
Understanding Earned Media
What to pitch: Write a “Guest Article/Post”
• Local Newspaper/Website/Blogger• Be specific - Have a topic• Why is this beneficial for their audience? • Don't be overly self-serving • Stay within guidelines - length/word count • Proofread
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Public Relations
Understanding Earned Media
What to pitch: Get on TV or Talk Radio
• You are a resource / local expert on Golf• Local morning shows tend to need content• Be "camera-ready" or "microphone-ready”• Speak in sound bites • Cross promote via Owned Media platforms
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Public Relations
Understanding Earned Media
What to pitch: Provide Tips to the Media
• How to get ready for golf season• How to work on your swing in the winter• 5 Stretches for golfers • Top 10 courses to play in ___________.• Top 10 "bucket list" courses
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Public Relations
Understanding Earned Media
Creating the Pitch: Writing Tips
• DO NOT use exaggerated words: Amazing, Revolutionary, Awesome, Fantastic, Ground-Breaking • DO NOT send attachments, unless asked • DO NOT call repeatedly to follow up • DO NOT send the same press release twice
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Public Relations
Understanding Earned Media - Resources
Press Release Distribution
• PR Newswire• PRWeb.com / Vocus• PitchEngine.com• TV News Assignment Desks • MuckRack.com
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Public Relations
Reviews / Word of Mouth
Online Review Sites / Social Media
• Maintain a current profile• Engage with reviewers • Try to resolve customer service issues
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Public Relations
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Public Relations
Reviews / Word of Mouth
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Social Media
Understanding Owned Media
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Social Media
Expand your Definition of Media
PaidAdvertising
EarnedPublic Relations
ReviewsWord of Mouth
OwnedSocial Media
EmailBlog
![Page 33: Marketing and PR Webinar 1](https://reader035.vdocuments.site/reader035/viewer/2022062523/546f29f6af7959685b8b48c7/html5/thumbnails/33.jpg)
Social Media
Understanding Owned Media
Defining Social Media
Consumer generated media and the tools & practices people use to share opinions, insights, experiences and
perspectives.
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Social Media
Understanding Owned Media
Define Social Media
• Platforms: Facebook/Twitter/Linkedin• Photo/Video: Instagram/Pinterest/Vine• Aggregator: RebelMouse/Scoop.it/TagBoard• Consumer Reviews: Yelp• Wikis: user-curated Guide/Directory
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Social Media
Understanding Owned Media
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Social Media
Understanding Owned Media
Goals Audience
Tools
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Social Media
Understanding Owned Media - Goals
Define specific, actionable, reasonable goals
Are you trying to: • Become the voice of “golf” in your community?• Develop interest around lessons or learning to play?• Drive relevant & targeted traffic to your website? • Build a community through story and content? • Generate registration to events?• Attract & engage more customers?
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Social Media
Understanding Owned Media - AudienceFind the channels/platforms that make the most sense to reach your audience:
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Social Media
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Social Media
Understanding Owned Media - Audience
Where is my audience? Everywhere!
Among the 52% of Americans who use multiple social networks: • 73% (38% of the total) use three or more • 56% (29% of the total) use four or more • 40% (21% of the total) use five or more • 30% (16% of the total) use six or more
140 Proof and IPG Media Lab, 2014
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Social Media
Understanding Owned Media - Audience
Where is my audience? Everywhere!• 72% of multiplatform users agreed that “different platforms are better suited to different interests of mine.” • 60% of respondents said they use different social platforms to connect with different types of people, media, and brands.
140 Proof and IPG Media Lab, 2014
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Social Media
Understanding Owned Media - Tools
What tools are needed to CREATE & DISTRIBUTE content on Social Media?
• Text: Facebook/Twitter/Google+/Linkedin • Photos & Graphics: Instagram/Pinterest/Tumblr • Video: YouTube/Vimeo/Vine/Instagram• Audio: Podcasts/Soundcloud
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Social Media
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Social Media
Understanding Owned Media
Based on your Goals, Audience & Tools…
What social media platform makes the most sense for me?
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Social Media
Understanding Owned Media
Blogs / Newsletters
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Social Media
Understanding Owned Media
Blogs / Newsletters
• Be Consistent • Have a Voice: Why should I read this?• Grow your audience thru other channels • Call to Action: Drive your readers to ____?
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Social Media
Understanding Owned Media
Develop a Content Marketing Plan
• What? Set Your Topics (Themes, Seasons, Holidays, Events)
• When? Set a Schedule / Use a Calendar • Where? Appropriate Channels• How? Tools (HootSuite, Twitterfeed, Landing Pages, WordPress)
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Social Media
Understanding Owned Media
Best Practices / Tips
• Monitor keywords, #hashtags and trends relevant to golf and your community - stay informed and engaged • Test different copy/content - what’s working based on your goals • Vary your topics: Fun, insightful, topical, events, thought-provoking, themed
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Social Media
Understanding Owned Media
Best Practices / Tips
• Ask people to "please share" & "please RT" • Answer and thank EVERYONE - build trust and loyalty, make them feel appreciated• Have an open but moderated forum on your pages. Monitor and engage where necessary, delete obvious spam.
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Social Media
Understanding Owned Media
Be a Golf “Expert”
• Speaking Engagements• Events• Guest Blog Posts / Articles
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Part 2:Grassroots/Event Marketing and Promotions
Marketing Essentials For Teaching Professionals
Wed 9/10/144:00pm PST
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Thank you!