1. New Media PR Boot Camp – Day One
Los Angeles – Aug. 26, 2009
DAY ONE -- Instructor: Eric Schwartzman

2. Communications Technology Consultant
New Media Strategy Clients:
New Media Training Clients:
New Media Communications Clients:
2

3. Housekeeping
• Breaks and Lunch
• Cell Phones
• This is a Boot Camp
• Technical Problems
• Curriculum
• Handouts are Digital
• Twitter Hashtag #prsabootcamp
• Spam Email Account
• Browser Upgrade
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4. News Media Addict
Academy Awards
Star Wars 30th Anniversary
Pussycat Dolls Salt Lake Olympics
Britney Spears 4

5. Message Control
Overarching
Message
Supporting
Messages
Data Points
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6. Interview Control
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7. Plenty of Options
Media Relations
Customer Investor
Relations Relations
Public Affairs Labor Relations
Public Relations
Industry Community
Relations Relations
Analyst Relations
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8. Mass Media Addict
Newspapers
Television Media Relations Magazines
Radio
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9. Junket Junkie
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10. Controlled Communications
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11. Conforming to News Cycles
Photo by Olivander
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12. News Break Strategy
Influencers
National News
Regional News
Local News
Trade Press
Target Audience
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13. Scoring Ink
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14. Illusion of Control
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15. White Light Experience
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16. Evolution of Media
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17. Web Gave Life to New Media
Websites
Email
SEO
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18. New Media as Mass Media
Photo by Adulau
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19. Control through Stridence
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20. Journalists Relying on Company Websites
Source: PR Week
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21. Email Became Ubiquitous
Source: Universal McCann
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22. Email Blasts
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23. New Media Driving Purchasing Decisions
1
2
3
Source: Universal McCann
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24. Search Gets Social
Source: Wikipedia
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25. Page Rank is the New PR
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26. Links as Third-Party Endorsements
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27. Social Web Arrives
Websites
Monitoring Email
Microblogging SEO
Content Social
Blogs/Podcasts
Networks
Pure Social
Networks
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28. Web Gets Easy
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29. Marketing with Convenience
• Ease of use
• Content’s claim to the crown
• User experience and reputation
• Flash, PDFs, UI, Navigation
• Ease of Use and Adoption
Photo by Spackletoe
Evolution of Customer Experience
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30. Convenience Online
search filter review share
Source: Sit or Squat
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31. User Experience is Conversation
Social Search
User Ratings on Comments
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32. What You Say vs. What You Do
Source: This Piggy Blog
Whopper Big Mac Subway
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33. Higher Power
Whopper Big Mac Subway
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34. Citizen Journalism
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35. No Secrets
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36. 90 Million Photo Journalists
Source: Twitpic
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37. For Immediate Discovery
• Search is immediate
• Blogging is immediate
• Shorter patience thresholds
• Sharing is nice
• Anticipate and respond
Photo by Juandazeng
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38. Web Surpasses Mainstream Media Channels
Source: Pew Internet
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39. Analog Dollars to Digital Pennies
Source: Newspaper Association of America
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40. Press Pool Evaporates
Source: Papercuts
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41. Discoverability and Amplification
New Media
Websites
Monitoring Email
Microblogging SEO
Content Social
Blogs/Podcasts
Networks
Pure Social
Networks
Social Media
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42. Social Media Surge
Source: Friendfeed
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43. Social Media Explosion
Source: namechk
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44. Social Media Identity Theft
Source: namechk
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45. Conversations are Media
Source: 2009 Edelman Trust Barometer
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46. Conversations are Intimate
Source: Universal McCann
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47. Conversations have Demographics
Generation Gap
Source: Forrester Research
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48. Conversations are Aggregated
Google Reader
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49. Conversations Shape Reputation
Rep u t at ion
Source: Shel Holtz
Mainstream News Media
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50. News is Frequent Updating
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51. Conversations Empower Consumers
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52. Trustworthies
Source: 2009 Edelman Trust Barometer
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53. ROI of Trust
Source: 2009 Edelman Trust Barometer
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54. Blogs
Source: Monsanto Blog
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55. Unfiltered Conversation
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56. Messaging through Sneeze Posts
Source: Monsanto Blog
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57. Use Your Domain
Source: UCLA Online Newsroom
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58. Toyota.com
Source: Toyota Online Newsroom
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59. Toyota.com
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60. Toyota.com
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61. Toyota.com
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62. Toyota.com
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63. Toyota.com
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64. Fool’s Game
Influencers
National News
Regional News
Local News
Trade Press
Target Audience
Bloggers Podcasters
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65. Just Say No
Photo by Periodico LaDemocaracia
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66. Conversations Can Be Highly Addictive
Photo by Why Not Studios
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67. Price of Free
1. Conversion leaks
2. Investing time in
technology
3. Unsupported
technology
4. Interoperability
5. Workflow
management
6. Storage
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68. Innovation is Risky
Source: iPressroom
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69. New Media Train Everyone
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70. Rethink the Photo Opp
Photo by Leo Reynolds
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71. Transparency and Authenticity
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72. Customer Service Rep as Spokesperson
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73. Unintended Consequences
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74. Coping with an Online Crisis: Comcast
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75. Direct to Consumers
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76. Getting through the Filter
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77. Revolution Rant
Eisner
Aristocrat Revolutionary
Lassiter
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78. Filling Your Own News Hole
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79. Astroturfing
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80. Share My Experience
Source: On the Record…Online Podcast
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81. Recap
 Print Circs Declining
 CPMs Declining
 The Media is Dying
 Quantity and Credible of UGC
Increasing
 New Media Communications
Land Grab In the Workplace
 Informing Conversations is Source: Pew Internet
Social Media Communications
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82. Channel Map
New Media
Websites
Monitoring Email
Microblogging SEO
Content Social
Blogs/Podcasts
Networks
Pure Social
Networks
Social Media
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83. Websites and Online Newsrooms
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84. Or This:
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85. Website is the Center Point
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86. Organizing Your Web Presence First
1. Your website is the most credible
source of information online about
your organization.
2. A press release distributed on a paid
newswire service is the second most
credible source of information online
about your organization.
According to a survey [PDF] of 1200 journalists by PR Newswire and PR Week.
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87. Media Relations Resource
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88. Media Relations Resource: RSS by Category
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89. Media Relations Resource: Category Email Alerts
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90. Media Relations Resource: CAPTCHA Codes
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91. Media Relations Resource : PR Contacts View
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92. Media Relations Resource: Sub Headlines
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93. External and Internal Communications Resource
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94. External and Internal Communications Resource
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95. External and Internal Communications Resource
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96. External and Internal Communications Resource
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97. Online Video for Direct Communications
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98. Integrating Social Media
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99. Data Visualization Resource
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100. Data Visualization Resource
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101. Data Visualization Widget
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102. Data Visualization Resource
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103. Email
Source: Universal McCann
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104. Links vs. Attachments
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105. Resource: Sending Large Files
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106. Email Risks
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107. Email Risks: Blogger Fights Back
unique visitor to lifehacker.com
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108. Email Risks: Blogger Fights Back
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109. Direct Communications: Coping with Attention Deficits
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110. Email Newsletter Campaign Elements
1. Content Strategy
2. Frequency
3. Email lists
4. Email Newsletter Templates
5. Landing Pages
6. Measurement/Reporting
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111. Reinventing PR Against Clicks Instead of Clips
Email SEO
Landing Pages
Conversion
Activity
ROI
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112. Online Communications Strategy
New Media Social Media
Email Linkedin
Twitter
Search
Online Newsroom Flickr
Press Releases
YouTube
Inbound Links
Facebook
Conversions Coverage
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113. List Management
a. Media Lists
b. Outlook Exports
c. Opt ins
d. Professional contacts
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114. Anatomy of the Blog: Posts
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115. Anatomy of the Blog: Permalinks
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116. Anatomy of the Blog: Hyperlinks
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117. Anatomy of the Blog: Comments
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118. Anatomy of the Blog: Blog Rolls
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119. Anatomy of the Blog: Tags Clouds
A list of tags where size reflects
popularity.
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120. Anatomy of the Blog: Widgets
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121. Anatomy of the Blog: TwitterFeed
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122. Anatomy of the Blog: RSS
Open Tag - < >
Close Tag - </ >
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123. New Media Monitoring
Leveraging RSS:
1. Web-based readers
2. Desktop-based readers
3. Email clients
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124. Live Demo: Using Google Reader
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125. Live Demo: Email Alerts
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126. Blogger Ethics
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127. Play Nice
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128. Pseudo-Anonymity
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129. Summarize
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130. Don’t Take the Bait
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131. One to Many
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132. Democratize
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133. Unfiltered
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134. Social Media Ethics
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135. Thou shall not confuse thy opinion with truth
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136. Thou shall not invoke personal attacks
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137. Thou shall stick to the subject at hand
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138. Thou shall cite thy references
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139. Thou shall punctuate and capitalize
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140. Thou shall own up to thy mistakes
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141. Thou shall not use aliases or sock puppets
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142. Thou shall not feed the trolls
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143. Thou shall resize thy images
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144. Thou shall keep online baggage online
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145. Blogging: Implementation Benefits
• Humanizes and personalizes
• Fosters asynchronous communications
• Crosses geographic boundaries
• Engagement can be measured by number
of comments, use of blog search tool,
email subscribers, RSS and HTML usage
• Effectiveness can be assessed by
monitoring online conversations
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146. Social Media Policies
People Policy Process Technology
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147. Social Media Policy
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148. What Should I Blog About?
"If I were going to start a blog now I would
go very, very, very niche -- as niche as
you can get...if you pick something
specific and maybe that's not too
heavily covered yet, you have a chance
to establish yourself as a voice in that
area."
Peter Rojas, founding editor of Gizmodo and
chief strategy officer of Weblogs, Inc.
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149. More Advice to Aspiring Bloggers from Peter Rojas
• Be passionate
• Start slow
• Be enthusiastic
• Be critical
• Be credibility
• Pick a niche topic
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150. Pro Blogger’s Tips for Choosing Blog Topics
• Identify a need
• Picture a reader
• Break out of the echo chamber
• Write something that matters to you
• Write something topical
• One topic per post
• Plan ahead
• Other ideas
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151. Mind Mapping Blog Post Ideas
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152. Ogilvy’s 25 Blogging Styles
style description posts per week buzz index difficulty
Insight Blogging Orignal ideas and commentary 5+ 4 hard
Ambition Blogging Attain something thru blogging 1 2 easy
Meme Blogging Starting a thread by sharing a query 1 5 medium
Piggybacking Blogging news or memes 3 3 medium
Life Blogging Sharing things in personal life 5 2 easy
Brand Blogging Positive brand attributes 5 2 medium
Detractor Blog Shares passionate hatred 1 3 medium
Announcement Blogging Breaks newsworthy information 5 5 hard
Link Blogging Blogging a series of links 2 4 medium
Video Blogging Original video posts 5 3 hard
Photo Blogging Original photo posts 5 2 hard
Evangelist Blogging Passionate support of a cause 5 3 medium
List Blogging Top ten format 5 5 medium
Feature Blogging Thematically-ongoing feature posts 2 4 medium
Repost Blogging Reposting another post 2 1 easy
Guest Blogging Authoring post for another blogger 5 3 medium
Interview Blogging Question and answer format 5 4 medium
Event Blogging Event coverage 5 4 medium
Live Blogging Bloggin a near real time 5 4 medium
Bridge Blogging Extends international awareness 5 3 medium
Classified Blogs IDs a product or service for sale 1 2 easy
Response Blogging Response to a crisis or aquisation 5 3 hard
Contact Blogging Writing with intent to make contact 2 2 easy
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153. Chris Brogan’s Blog Post Structure
• Topic, title, image
• Lead paragraph
• Structure
• Tell them what you’re going
to say, say it, and tell them
what you said
• End with a question
• Chris Brogan
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154. 10 Techniques for Drawing Blog Comments
• Invite comments
• Ask questions
• Be open ended
• Interact with comments
• Set boundaries
• Be humble
• Be gracious
• Be controversial
• Reward comments
• Make commenting easy
• problogger
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155. Stimulating Good Conversation
The best discussion leaders take the skills of a great
interviewer and apply them to their online
communities, writing with a style that acknowledges
and builds upon previous comments, sustaining the
momentum of threads and eliciting knowledgeable
responses. Smart, personal and well-informed words
help these writers make their readers feel that they
cannot possibly spend even single day away from the
conversation.
- Robert Niles, USC Annenberg Journalism Review
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156. Blogger Relations: Rules of Engagement
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157. Collective Intelligence?
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158. Submit your attention
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159. Participate
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160. Courtship matters
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161. No Broadcast Distribution
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162. Humanize
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163. You can’t buy passion
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164. Set the record straight
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165. Blogger Relations Etiquette
• Listen before talking
• Participate, don’t control
• Be of service
• Be modest
• Be authentic
• Be transparent
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166. Case Study: Microsoft
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167. Case Study: Nokia
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168. Case Study: Rock-Ola
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169. Blogger Relations to Drive Media Relations
• Top 100 blogs
• Hyperlocal blogs
• Corporate blogs
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170. Cory Doctorow’s Blogger Relations Tips
• Have a link
• Have a permanent link
• Have a link for everything
• Avoid flash sites
• Avoid PDFs
• Make video downloadable and streamable
• Put your URL on your images
• Linking policies are ridiculous
• Specify credit and usage rights
• Send suggestions by the preferred means
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171. Online Reputation Management
171

172. Blog Crisis: Case Study
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173. Case Study: Blog Crisis
Lessons Learned
• Acknowledge immediately on website or blog
• Identify influential bloggers in advance
• Cultivate an inner circle of influential bloggers
• One on one blogger relations impractical
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174. Driving Qualified Visitors with Blog Posts
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175. Micro Blogging
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176. Anatomy of a Microblog
External
Communications
Media Relations
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177. Anatomy of a Twitter Client: TweetDeck
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178. Anatomy of a Twitter: TweetChat
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179. Hashtags.org
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180. Twitter Case Studies
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181. Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanpr.com Website
ontherecordpodcast.com Podcast
spinfluencer.com Blog
ericschwartzman Friendfeed
@ericschwartzman Twitter
Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons.
Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0
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