PR has an innovation problem. In this presentation, Heather Whaling (@prTini) shares tips and case studies to help PR people infuse tactics with creativity and innovation to generate better outcomes.
12. Our Approach:
• 6 local Instagram-ers as
“RunFest Ambassadors”
• Promoted RunFest + shared
event photos
• Result: @cbusmarathon
had 300+ Instagram
followers within one
week of launching
Instagram case study: @cbusmarathon
13. Countdown to race day:
• Launched 2013 “Instagram
Ambassador” program 50
days prior to race day
• Ambassadors share weekly
training photos for
@cbusmarathon to regram
and share on the blog
• Result: 700 followers in 3
months
• Pittsburgh Marathon: 720
followers in the last year
• NYC Marathon: 445 followers
Instagram case study: @cbusmarathon
19. Content Buckets:
• Innovation in Action
• Relationship-driven Business
• Cleveland (Ohio) Rocks
• Paving the Way Through Leadership
• Madison: Up Close & Personal
24. media relations
• Tip: Create Twitter lists to
track key reporters
• Better targeting
• Access to reporters before,
during and after the
pitching process
28. disclosures + social media
60%
~60%
consult social media to
research investment
opportunities
consult press releases,
financial magazines &
websites
40%
investors under 40 consult
social media to research
investment opportunities
Source: Marketwired [client]
29. social disclosures
• SEC: Catching up to the market.
• Then: News releases + websites
• Now: Simultaneous disclosures across
social channels
– Identify who is shaping online discussions,
– Create opportunities for engagement measure
impact
– Measure impact
36. case study Outback Uses Surprise & Delight to
Celebrate @MVNUSID’s Birthday
37.
38. Surprise:
• $45 gift certificate for Dave
• Outback backpack
• 40 individually wrapped presents
for Dave to distribute
Amplification:
• 39 videos
• Jack Hanna on local TV
• Debbie Gibson on YouTube
42. A Labor Negotiations Case Study
• Union and COTA couldn’t reach an
agreement
• Red White & BOOM
• Massive power outages & extreme heat
• Social goal: Leverage social channels to
– Present facts
– Respond to questions
– Convey empathy
– Amplify community need
51. • If you’re not quick, you’re not
relevant
• Perception is reality
• People expect near-immediate
responses
• Establish approval process BEFORE
crisis strikes
• Befriend the legal team
55. Disrupt the status quo.
Build awareness.
Acquire customers.
Excel in the social world.
Increase sales.
Innovate best practices.
Heather Whaling • @prTini
heather@gebencommunication.com
subscribe: bit.ly/prTini