Press and Public Relation Campaigns

Robin Liss
She runs a consumer review website. They do a lot of public releations outreach.
She going to talk about how to do an interview, she sees a lot of bad interviews. It requires quite a lot of skills.

Be Over Prepared
Get a sense of the topic the reporter wants to cover
figure out your take on the issue
put contact and name info for the reporter at the top
write out 3-5 key one line messages, integrate these with your company. (message points)
research data and facts which back up those points, properly source this data
add funny one liners that sound smart and clever which you can throw in (especially for TV)
annote the memo with boldings and highlitings so your eyes can smoothly jump to a part in the document
try to keep it to one page.
She’s using an example about an interview about apple, where she thought the media was too easy on apple.

esp for a television or in-person interview
write down a few prospective questions include hard questions
find some willing family member or staff member and practice responded
practice in front of a mirror if its for TV, they’re shots 2-3 minutes so watch too much info
a key skill is th ability to read off the memo by gracefully glancing down
learn how to fill space with “uhm” “ah” “you know” and “like”

develop a relationship with the reporter
this is easier for non-live segments
before you start talking on-message find a common subject you can connect with. Journalism ethiocs because is part of their company message and all reports can relate to
don’t spend too much time schmoozing
don’t be too-nice
for TV and radio, develop a relationship with the producer

give straight answers
if you’re well prepped you’ll have all the info
try to keep answers to 30 minutes
if you don’t know the answer, just say i’m unsure.
feel free and you should certainly correct yourself.

message, message, message
give straight answers, but get your message across
working on your message is an art
drop your message points subtly
like your messagge points, work in your URL subtly
one thing we do at is…
what we believe at is
like what we do at… is a great resource…
don’t drop the URL more than once ever other question

Be cautious
think what info you want publically available
are you comfortable having people know your business strategy
nothing is off the record, ever
don’t say something to a reporter that you wouldn’t say comfortable to your mother, your boss your wife and a judge
reporters are experts at getting people to divulge info
stick to the rules and don’t sway as smart as you are they’re good at doing that.

David McInnis
they have a direct-to-consumer PR, putting the public back in public relations
its placed in new search engines and uses RSS and social media tools.
two primary pillars,
SEO optimization and social media penetration
why direct to consumer
bypass the MSM filter which gives you more control over your message
increase online visibility, more traffic, content in context
keywords, landing pages and link strategies and write your release.
use tools and PRWeb SEO Wizard
distribution platform, a specially designed platform for SEO distribution.
everything PRweb does is for SEO.
URL Keywords is a new feature.
they just announce businesswire’s EON, and billboard magazine, most commercial newswires offer an SEO distribution and PR web is going to be adding new partners before the end of the year

Why Social Media?: ongoing opportunity.
a nascent part of the industry. attidtudes of people change more than algorithms
tap the new social networks,
blogs are the human powered search engines, provide access to an audience, encourages online discussion.
faster and more complete response than MSM, blogs are moire timely and allow you to track reaction to your press release, MSM cannot do this.
components of social media:
distribution platform
choose a platform that has tools that allow penetration into the social media networks.
post distro network monitor the bloggers that are covering the space.

he thinks the social media rules are crap
do not seed your own content
the blogosphere rewards transperancy
monitor and know the blogosphere
participate in the online dialog long before you need it
be respectful, use living room behavior.

safe bet: adhere to womma guidelines

Gettin started
find a source for a press release, create news, new hires, tipsheets, milestons.
short heads lines are best, and link to your news to current events if possible.
abstract is more important than the body of the release, do something more than regurgitate your first few paragraphs.
lead pargraph. news images, 400×400 or smaller.
body copy, inckude multiple quotes, use the quoteable feature, anchor text, 1 link per 100 words of copy
don’t forget who, what, when, where and why
300 to 800 words
so not forget to SEO attached files, filnames, text of PDF attachments, tag audio/video files file titles and descriptions

they just announced trackbacks and pingbacks.
rss your news release, use feedburner, press-feed, prweb (managed and included)

all releases are editorial scored1 to 3 don’t get wide distro, 4 and 5 do
they monitor trackback spam and they have a human editor.

Lee Oden

time is right
he’s talking to social media press releases.
half of all US internet users visited news sites. yahoo news is most popular.
increasing use of social media, blog search, news search, social news, social bookmarkts, podcasts, video: RSS ties this all together.
you’re able to leverage distribution channels.
online PR is effective for both press and public relations

push and pull PR
push is stuff like press releases, pitching, (editorial new calendars)
pull is marking it easy for the media and your intended audience to find and pull the news themselves. making sure you message is available
he’s showing a spectrum graph of push and pull
wire services and pitching journalists is on the push side.
on the pull side is news search and rss.
media coverage is in the middle.

push examples:
pr, pitching, social newotrks, advertorial
news search, organic search, social news and bookmark sites and blogs and RSS search engines

blogger relations
be relevant, personalize, make it easy, schwag is good, be persistant.
bloggers are limited on time, and are fickle. look at previous posts and personalize your pitch to them.
summarize what you want them to say and include a link to the full version
free logins and free stuff.
don’t be annoying but be persistant

social media release example
there is no one social media format, there are just elements.
a lot of the same charactersitcs as as traditional release.
a bulleted list of key points, logo, contact info, photo, podcast link (glimpse of an interview)
breaking out quotes. social media links, delicious, digg, technorati tags, and subscription links.
and a link to the traditional press release.
providing a journalist extra info, make it easy to research other sources.
use delicious to archive previous coverage, and tag it and link to it.
after the release has gone out, post it on company blog/media room
bookmark the release and bookmark the pickups
create alternate formats, like a word doc, and a pdf.

measure results
wire services will provide reports, analytics, and alerts, to track pickups.

optimize keywords and links. use social media to expand distribution and use RSS to track results.

Gregg Jarboe
74% of search marketers are now optimizing press releases, up from 34% in 2005.
Advanced tips:
the new york times is training reporters to optimize their news.
a media company hired SEO-pr to help them optimize their stories. their expectations were very high. The CSM called them on august 7th to help with a story being release on the 11th. They want to know the agency did something the CSM could have already done.
want coverage? get visual. say 90% of journalists they’re looking for visuals, add images. 41% of journalists say visuals could dictacte their content.
Post video to youtube, add multimedia, podcasts, video.
Release to canada and the UK
journalists want to be loved, prefer revice majority of information via email. only 4% of journalists will admit to using press release.
email it to them before you put it on the wire.
pitch anchors to CNN and human editors of yahoo news. yahoo news editors are lonley people, pitch them.
Matt Cutts says main benefit is not in pagerank of links in press release. the links from sources that pick up your story do count.
who gives lines? Blogs. pitch Huffington Post and boing boing. even the a-list can be pitched (ahead of time)
over 1700 news stores and over 390 blog posts were generated.
generated record traffic to the CSM site.
the top 2 sources of traffic were cnn and yahoo news. 10% of the traffic came from canda and the UK.
the huffington post generated 3.4 times more unique visitors to the CSM site than ABC news.
beging researching key blogs in your niche.
the traffic was sticky, they were reading an 11 part series, 5 pages to each part, plus a videoo, plus a podcast. traffic that clicks.
4081 new links from 763 additional blogs to rank #12. (it was ranked 96 previously) in a week.
original and unique content
pages designed for humans
hyperlinks intented to help people find interesting related content.