3. PR does not stand for press release
What is PR?
Public Relations
Who are the public?
That depends
PR
4. O Who are your publics?
O How are you going to reach them?
O Media engagement
O Advertising
O Direct Marketing
O Brand activation/experience
O Social media
O Cold Calls
O Send an email
O Write a letter
5. O After identifying your public, you can begin
to analyse who target media will be:
O Local media?
O Trade/Industry media?
O Consumer media?
O Print?
O Radio?
O Online?
Media Engagement
6. O Media Targets: Who are you going to send
a media release to?
Identify:
O Outlet
O Show, Column, Feature in that outlet
O Who writes, presents, contributes to that show,
column or feature
O Best time to contact them? One week Three
weeks? A month before deadline?
Media Engagement
7. A media release is a good document to
have, but getting a story published will
require more:
Research the Media
O To make sure your story fits with the
publication it is necessary to be familiar
with the publication.
O Know what stories they cover, what angles
they pursue, regular columns that might be
a good fit with your story.
More than a media release
8. Connect with Journalists
O In this era of hyper-connectivity, it’s a crime not
to connect and engage with bloggers, journos
and editors.
O Follow them on social media, engage with their
posts, comment on recent stories they’ve
reported.
O By doing so, you’re building up a connection
with them which will make your getting your
email opened all the more successful because
of this interaction. It also helps to ensure that
you’re pitching a story that is relevant to their
area
More than a media release
9. Angles – different stories for different media.
O Business media get the business angle,
O Tech media would get the tech impact the
announcement will have,
O Trade media gets the angle on how the product will
impact the industry,
O Consumer media receives the story about how this
announcement will impact consumer’s day to day
use of the product
O Local media could receive a pitch on how this
business will looking to engage the local
community with the project.
More than a media release
10. Pitching: Proposing a story to the media outlet.
A pitch must be:
O personal
O offer a quick insight into why the story is
important
O an appropriate angle
O why the news matters
O what benefit the outlet would have with
publishing such a story
O offer exclusiveness to the outlet.
More than a media release
11. The rise of the “Prosumer”
Traditionally the general public has been a
media consumer.
With the rise of Web 2.0
= social media and content creation platforms
The general public are becoming both
producers and consumers of media.
CONTENT MARKETING
12. WHAT IS CONTENT?
• General content
• Newsletters
• Blogs & Articles
• “How To” & F.A.Q
• eBooks
• Video
• Images
• Infographics
• Case Studies
13. What your Content should do:
• Inform
• Engage
• Create awareness
• Build relationships
• Convert casual visitors into regular followers
• Refer followers:
• To more information
• To industry organisations
• To the answers if you can’t help
14. Why is Content Important?
• Create relationships
• Build trust
• Make you the authority in your industry
• SEO – helps with search engine rankings
• You’re producing your own content to share
on social media… and not sharing someone
else's content.
16. What is SEO?
• Search Engine Optimisation (SEO) is the
process of getting traffic from the “free,”
“organic,” “editorial” or “natural” listings on
search engines.
• All search engines have such results,
where web pages are shown and ranked
based on what the search engine
considers most relevant.
• Payment isn’t involved, as it is with paid
search ads.
17. How Content Marketing Helps your SEO
• Creating regular new content on a
topic of interest that is being shared.
• Keywords are being used regularly &
repeatedly in context.
• Outbound links – From linking to
relevant content in your material.
• Inbound links – Others linking to your
relevant content.
18. How to improve your Content
• Consistency
• Make it about the customer not YOU!!!
• Use keywords throughout the content –
BUT write naturally, not like a robot.
• Have attention grabbing headlines
• Ask questions
• To generate interaction
• The answers can help you generate new
content ideas too.
• Lead visitors to enquire
19. Ideas for Content
• Share industry news
• Report/Comment on industry issues
• Provide answers/solutions to industry
challenges
• Interviews
• Share case studies
20. Other uses for Content:
O Media:
- Convert a blog post into a media release
- Show journalists you can comment on the
industry:
- You’re a worthy source and know your subject.
- Already have online links ready
- Trade media and journal submissions
21. Content Marketing is not:
O The hard sell.
O Telling potential customers how good your
business is.
O How your product is cheaper/faster/better
than your competition.
O Listing a price for your product/services
O All of the above is advertising.
22. Why Content Marketing should not
involve advertising of any kind:
OTraditional advertising is one way
and does not stimulate long-term
engagement
23. Things to Consider:
OYour content type
OResearch your target demographic
OMake your content marketing strategic
O Create a content calendar
O Make regular updates and stick to your calendar
OChoose your social media platforms wisely
Creating great content
is a waste of time
if no one sees it.
24. Choose which platforms you will use.
Factors:
• Business type
• Industry
• Customers – are they using the platform?
Don’t just share your content.
• Connect with others
• Comment
• Share other people’s content
• Have fun
Social Media
