1. Building Marketing, Public Relations and Social
Media Strategies for Your Business

2. Understanding PR 3.0
At KCD Public Relations, we use an approach we like to call PR 3.0, in
which public relations, traditional marketing and social media marketing
work together to increase brand recognition and promote growth.
When developing a marketing plan for your business, it’s critical to
include strategies for all three components of PR 3.0.
So, why is PR 3.0 so important?
• We exist in a 24/7 news cycle
• News spreads faster than ever – Twitter breaks news
• We are living in an SEO (search engine optimization) world
• Your audience likely reads news on mobile devices
• News actively shapes public opinion and prompts public action

3. In this Ebook, we’ll break down each
element of PR 3.0 and make our expert
recommendations on developing an
effective strategy for each.
Happy marketing!
Understanding PR 3.0

4. Defining Public Relations
Public relations is an integral part of any well-planned and effective
marketing strategy. But what is PR?
• A successful public relations program is a deliberate, strategic
communications plan with a defined goal
• The goal is to build and manage your reputation among your key
audience members, and to help differentiate your services

5. Dispelling the Myths
Public Relations is NOT…
• Paid advertising in the local newspaper
• Publicity stunts
• One time event or promotion – “I want one big article
about me”
• Sending press releases only

6. Does Your Business Need
Public Relations?
Still wondering if public relations should be an integral part of your
marketing strategy? Here’s a few reasons why it should:
• PR is a valuable tool for gaining recognition for your business
• Helps to differentiate your business from the competition
• News coverage serves as objective third party endorsement in
attracting new clients and strengthening existing relationships
• Cost-effective means to help build awareness and brand equity
• Marketing value: increased search engine visibility for web presence
• Prompts action and discussion vs. traditional advertising

7. You Make News Everyday
You probably don’t realize, but you and your company have news worthy
events occurring every single day. From moving offices to adding new
team members, here are a few of our recommendations on what to share
through your public relations strategy:
• Have you moved offices?
• Have you added new talent?
• Have you merged or acquired another business?
• Are you a good corporate citizen?
• Do you have new ideas about a timely topic?
• Insight into a specific niche or industry?

8. Tools to Tell Your Story
Once you understand how to use PR to tell your story, you need to determine
how you’ll share it. Luckily, there are plenty of tools out there to help you do so!
Website (2014 Version!)
• Printed collateral
• Company fact sheet or overview
• Executive biographies
• Company timeline or milestones
• Company press releases
• Company media coverage
It’s game over if this information is not up to date, consistent and accurate.
Reporters REQUIRE this or your credibility lessens.

9. You Control What is
Made Public
Media relations can be nerve-wracking for an inexperienced
interviewee, but it’s important to remember that you’re in control of the
information that is shared. Here are a few of KCD’s top tips and
suggestions for a nailing media interviews:
• The reporter is only a messenger
• Your quotes can drive the story
• You need to have your own agenda
• What is your message?
• Prepare “quotable quotes”
• Tell stories, use anecdotes and examples

10. Creating a Content
Marketing Strategy
Step 2 of your three-pronged marketing strategy should focus on content
marketing. Content marketing is essentially blogging with the purpose of
providing website visitors with helpful and relevant content. It may seem
daunting, but with a strategic plan in place content marketing is
manageable and furthermore, effective.

11. Creating a Content
Marketing Strategy
Here are a few of KCD PR’s top recommendations on creating a content
marketing strategy:
 Update monthly to stay relevant – if you want weekly, develop a few month’s
worth of content ahead of time. Create a deliverable calendar to see your plan
of action.
 Develop a message – if you have a niche, market it. Do you have a new
product? New offerings for new clients? Use this opportunity to share your
expertise and further develop your thought leadership in your particular industry.
 Make sure your content is INTERESTING and CONCISE and easy to “share”
with others. Add value and a unique perspective to target your audience.

12. Understanding
Social Media
In today’s marketplace, you can’t have an effective marketing strategy without
the integration of social media. It simply cannot be ignored as it affects
everything from sales to the news cycle. Here are a few things to remember
about social media:
• Social media is today’s conduit to reach your clients and target audience
• We are living in an SEO (search engine optimization) world
• Information spreads faster than ever – news regularly breaks on Twitter
• News actively shapes public opinion and prompts public action – so share it!

13. Social Media Usage
Facebook has 1.28 billion active monthly users. If Facebook were a
country, and its population was made up of its members, it would be
the 3rd largest country in the world
Twitter has 255 million active monthly users
LinkedIn has 300 million registered users
Social media produces almost 2X the marketing leads
of trade shows, telemarketing, direct mail or PPC. – HubSpot
According to Statista.com, June 2014

14. What Social Media Can
Do for You
Now that you have a good understanding of social media, it’s important
to understand what social media can do for your business. Here are a
few of KCD’s top tips on why social media should matter to you:
• Allows you to reach current and prospective clients at a low cost
• Complements your website with new, fresh content
• Increases your digital footprint (SEO) and overall visibility
• Improves your knowledge of competitors
• Prospects will Google you: what if they don’t find anything?
• Showcases the personal side of your practice
• Those who are using social media have positive experiences with it

15. Content is King and
it’s Everywhere
So once you create your social media profiles, what comes next? Don’t forget
to integrate social media profiles into your content marketing calendar. To get
started, use some of the below tips on content you can share:
• Use compliance pre-approved content
• Link to an interesting article or white paper
• Leverage your newsletter – get it online
• Niche related
• Local issues
• Videos work as well
• Client events, seminars, etc.
• Spend 1-2 hours a week yourself or find a professional to manage for you

16. Use Social Media to
Promote PR Success
Most importantly, your social media presence should be used to
market your PR successes and news. Check out a few examples
of businesses doing just that:

17. Market Your Success
With your marketing, public relations and social media marketing
strategies in place, you’re ready to reap the benefits of PR 3.0! Here
are a few reminders to remember about marketing your success:
• Use your website as marketing distribution vehicle
• Keep updated via client e-newsletter, drip campaigns that share
media coverage
• Use social media to promote media coverage/market your business
• Market trade press coverage to local/regional media
This is what separates you from the competition!