Sharing Your Story through PR & Social Media by Anthony Kirlew. Presented at the Thrive Health Fair (April 2013.)

1. Sharing Your (Business) Story
Through PR & Social Media
Anthony Kirlew
#ThriveHealthFair

3. • Wall Street Journal
• MSN
• About.com
• Fox News
• Go Gilbert Magazine
• 202 Magazine
• Arizona Republic
Where My Clients & I Have Received
Press Coverage
• Blog Talk Radio
• Scottsdale Airpark News
• East Valley Tribune
• Business News Daily
• Modesto Bee
• Washington Business Journal
• Phoenix Business Journal

4. • The art of developing and managing the public image of an organization
• Can include:
o Drafting and distributing press releases
o Developing relationships with local and industry media
professionals
o Crisis / Reputation Management
• It’s not advertising
• Doesn’t have to be expensive
• Not a one-time event
• Goal is publicity (getting noticed & getting your message out)
What is PR (Public Relations)

5. • Print (Newspapers, Magazines, etc.)
• TV
• Radio
• Online
• Social Media
Typical Channels for Publicity

6. Why You Should Consider PR
Who is the best person to tell your story?
HINT: It’s not you 

7. Editorial Content Ranks #3 in Trust

8. • Third party credibility / validation for your
company, product, or service.
• Increases Online Exposure in Search Engines
• Reinforces Your Expertise
• Proactive Brand / Reputation Management
More Reason to Leverage PR

9. STORY: Local (Mesa based) Electrical Contractor was hired
to update wall sconces at the Biltmore Hotel and wanted to
sell them.
PITCH: My company ran a local PR campaign for them.
RESULT: Received media coverage via Mesa Republic &
KTAR
Small Business PR Case Study

10. Small Business PR Case Study

11. RESULTS:
 According to client “Phone Rang Off the Hook” for a few
weeks after media coverage.
 Client generated roughly $3,000 in sales and service
(installation) revenue and generated additional exposure via
web and print.
 Campaign cost = $750.00
 ROI = > 300%
Small Business PR Case Study

12. • Be a News Source
• Be a Newsmaker
2 Strategies for Gaining Publicity

13.  Develop relationships with journalists
 Media Events
 Social Media
 Direct Outreach
 Subscribe to Press Services
 HARO – HelpAReporter.com
 PitchRate.com
Becoming a News Source

14. Social Media Press Opps

15.  A silver bullet for your PR campaign
 Media requests delivered via email three times per day
Help a Reporter

16. • How to respond
o Explain why you are the expert
o Provide input for their story
o Always give your cell number as a contact
o Citing prior media mentions can help
o Have an online news room on your website
Becoming a News Source

17. Press Releases 101
Be a Newsmaker

18. • Headlines
o Use numbers / stats
o Use keywords (helps with SEO)
• Opening Paragraph
o Who - is making the announcement?
o What - are they announcing?
o When - is this taking place?
o Where - is this taking place?
o Why - do I care? (or why is this newsworthy?)
Press Release Creation

19. Press Release Creation
• Always written in the third party
• It’s not advertising
• Always use a quote
• Make sure it is proofed and edited
• Close with “About Company” paragraph and link.

20. Press Release Distribution
• Personal media contact list
o How do they prefer to connect
o When to connect
o Getting back in time
o The power of working with interns
o Personalize the pitch
o Are they the right reporter?

21. Press Release Distribution
• Online services (I don’t recommend free services)
o Webwire.com
o OnlinePRMedia.com
o PRWeb.com
o PRLeap.com
• Social Media
o Personal SOI - Contacts, Fans, Clients, etc.
o Industry / Local bloggers

22. Responding to Journalists
• Respond ASAP
• Get media coaching (Especially for TV)
• Be cautious of paid offers

23. Additional Press Tips
• Create a Media list
o Target geo and industry
o Use social media to connect
• Editorial Calendars
o Make PR an ongoing part of your marketing campaign
• Understanding Journalists
o They need experts

24. Let’s Get Social!

25. Social Media Strategy
• Developing a Social Media Footprint
o Create compelling profiles
o Start with who you know
o Educate, Empower, & Influence
o It’s not about selling
o Great for branding and building online presence

26. Social Media Sites That Matter
o LinkedIn (B2B)
o Twitter (Hashtags)
o Google+ (Hashtags)
o Facebook (B2C)
o Pinterest

27. #Hashtags

28. Social Media Strategy - Blogging
• The most critical component is a blog
o Your blog is your social media hub
o Allows you to promote (unlike press releases)
o Answer Questions
o Creates content for your competitors to share
o Guest blogging

29. Social Media Tactical Strategy
• Advertise with Caution
o Have specific goals
o Capture leads
• Practical & Tactical
o Share often but make it count
 Tips
 Testimonials
 Events
 Blog posts
 Ask / Answer questions

30. Social Media Tactical Strategy
• Images and videos often get shared more
• Sell less, give more
• Never link to dormant social media profiles
• Be relevant (Use an editorial calendar)
• Tell people what you want them to do (Like, Share, etc.)
• “Ask for a date”
• Track everything

31. Questions?

32. Your Next Steps
• Start creating your PR strategy.
• Start creating your Social Media strategy.
• Take part in the coaching program being offered.
• Register for my FREE eCourse at www.akaim.com

33. Contact Me:
Anthony Kirlew
Tel: 602-903-6223 x700
Email: akirlew@akaim.com
Web: http://www.akaim.com
Facebook: http://www.facebook.com/aka.internet.marketing
LinkedIn: http://www.linkedin.com/in/akirlew
Twitter: @AnthonyKirlew @oldschoolseo
Thank you for attending!