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Sharing Your (Business) Story
Through PR & Social Media
Anthony Kirlew
#ThriveHealthFair
• 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
• 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)
• Print (Newspapers, Magazines, etc.)
• TV
• Radio
• Online
• Social Media
Typical Channels for Publicity
Why You Should Consider PR
Who is the best person to tell your story?
HINT: It’s not you 
Editorial Content Ranks #3 in Trust
• 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
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
Small Business PR Case Study
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
• Be a News Source
• Be a Newsmaker
2 Strategies for Gaining Publicity
 Develop relationships with journalists
 Media Events
 Social Media
 Direct Outreach
 Subscribe to Press Services
 HARO – HelpAReporter.com
 PitchRate.com
Becoming a News Source
Social Media Press Opps
 A silver bullet for your PR campaign
 Media requests delivered via email three times per day
Help a Reporter
• 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
Press Releases 101
Be a Newsmaker
• 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
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.
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?
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
Responding to Journalists
• Respond ASAP
• Get media coaching (Especially for TV)
• Be cautious of paid offers
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
Let’s Get Social!
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
Social Media Sites That Matter
o LinkedIn (B2B)
o Twitter (Hashtags)
o Google+ (Hashtags)
o Facebook (B2C)
o Pinterest
#Hashtags
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
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
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
Questions?
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
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!

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PR & Social Media Workshop - Thrive Health Fair

  • 1. Sharing Your (Business) Story Through PR & Social Media Anthony Kirlew #ThriveHealthFair
  • 2.
  • 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 
  • 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
  • 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
  • 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
  • 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
  • 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!