1. Anne Nicholson:
Manager, Media Relations Applicant

2. Did you know that @PRNGreentech is the most influential volunteer handle? Only
@PRNewswire and @PRNAlert beat us in popularity and influence*, despite the fact that we
cover a niche market.
*Source: http://tweetlevel.edelman.com/User/@PRNGreentech, Accessed 4/22/2013

3. How can I assist the Audience Development team in the
Manager, Media Relations role?
I am a(n)…
@PRNGreentech Curator
Client Outreach Expert
SEO Strategist
Senior Person in CCS
Training Resource
Online Content Manager
Tech Support Specialist
Dedicated 5 year employee
Authority on Multimedia
Collaborator with Sales

4. The Manager of Media Relations will focus on increasing usage of PR Newswire services for
media and other content creators (PRNJ), with a focus on creating and managing news-
feed registration campaigns and managing key relationships with media organizations.
 Our credibility with the media is vital to our clients who depend on us to send out their content. When journalists visit
our site they know the information and our sources have been vetted. Our content is clearly attributed with a legitimate
source and media contact for more information.
 We must continue to build these media relationships in order to increase the value of our services both to our
clients, media and the public. This is where my client outreach experience comes in handy, as I’m comfortable giving
presentations and managing relationships.
 I can develop a communications strategy comprised of outreach and education, identifying and engaging with top
influencers. For example, we do this already on the @PRNGreenTech handle. I've created lists of influential journalists
and organizations that we go to for consistent, reliable information that gets retweeted.
 We could streamline the PRNJ interface to make it match the updated look of the rest of the PR Newswire website and
ProfNet, making it more user friendly. I could assist in the Q3 implementation of this as I already work hand in hand
with tech for USES deployments.

5. This person will participate in creating credibility and influence for PR Newswire by being
an active voice in online conversations about the media environment, and via outbound
communications campaigns that target specific groups.
 Increased Twitter curation - we could invest more time and have more involvement if we could develop the volunteer
team into full-time curators or if the curation work counted as a productivity statistic for customer content services. We
could also offer more training resources for curators and a certification program, similar to the ones being rolled out in
the customer content services department for other skills.
 Google now highly features more social results than ever before and PRN.com is an optimized platform that showcases
news in a search friendly way. Once journalists see that on our pages they'll want to return again and again, using us as a
trusted source of information.
 We should generate content on our website by creating industry-specific blogs that corresponds with our twitter
handles. This will do even more to provide value to our service and get our news out to those target audiences we are
trying to reach. We also have room for expansion with Facebook, Pinterest, and other social sites.

6. In addition, the Manager of Media Relations educates clients and staff about interacting
with media by writing articles, moderating webinars and blogging about the evolving
practice of media relations.
 Staff: I've already streamlined our SocialPost newsroom procedures and am a resource for staff on the subject.
 I'd like to also reinforce our messages by creating webinars and talking points for content services so that they have the
tools to make every release shareable. I can educate content services on how to counsel clients on that (i.e. using a
shortened, tweetable headline so that our content is usable by media, practicing common SEO guidelines, including
multimedia, etc.).
 Clients: One of the biggest challenges we have in the newsroom is bringing our clients into the world of emerging
media and showing them that social media can be monetized. Clients want this information from us and staff will be
able to provide that information based on the articles and webinars I present to them.
 Company-wide: I suggest we tie SocialPost into our premium wire distributions, making it standard for every release
that goes out. Clients can opt out of it, but it'll be tied into the cost.
 Lets increase the value of SocialPost by providing reporting, built into the visibility reports, for their tweets. Let's also
move forward with the idea of tying client's social accounts directly to USES so that we can auto-post their news straight
to their audience as well as our audience.

7. This person will also contribute to the overall goals of the Audience Development
team, including curation and creation of content for social media, including the brand
Twitter account, @PRNewswire.
 I was personally responsible for the biggest spike in audience growth across all curated Twitter accounts when I joined
the @PRNGreentech handle last summer. I can do the same for @PRNewswire.
 Twitter is the key market where we need to be building relationships with journalists and bloggers. If selected for the
position, I can build online communities and engage more influencers through our social accounts and continue to grow
our audience.

8. What’s my social media
strategic vision?
My strategic vision will:
Define our Objectives
Find our Audience
Research Influencers
Post Popular Content
Build Online Presence
Connect Brand with People
Drive Traffic to our Sites
Train Curators
Gather Analytics
Measure Success
Infographic Source: The Social Lives of Press Releases http://blog.prnewswire.com/2011/11/10/the-social-lives-of-press-releases/

9. How will I benefit your team?
Here are my few recent accomplishments:
 Social Media Ambassador
 2012 Outstanding Colleague of the Year Award Winner
 2nd Place for Catch of the Year for 2012
 Expert ability to communicate orally including giving presentations, crafting webinars and speaking to groups
 Experienced with Content Management Systems CMS, XML/XHTML web publishing programs
 Basic HTML knowledge (Lynda.com certificate), Microsoft, Adobe and Apple applications
 Skilled in public engagement/audience development tools: Twitter, Pinterest, HooteSuite, SocialBro, Klout
 Three Above and Beyond Recognition Awards in 2013 Alone:
 From Heather Brack, UAT Tech Manager
 From Jennifer Tolhurst, My Manager
 From Dominic Buccilli, Training Manager

10. If you like what you see so far, imagine what I can do once selected for the
Manager, Media Relations position!