This document provides an overview of social public relations (PR) strategies presented by Lisa Buyer. It discusses how PR has evolved from mailing printed press releases that journalists may discard, to utilizing optimized, visual, mobile-friendly content across various social media platforms. Buyer emphasizes the opportunity for companies to become their own publishers by reporting news directly and driving traffic back to their websites and blogs. She provides examples of optimizing content for platforms like Facebook, LinkedIn, Pinterest, YouTube and Google+. Buyer also stresses the importance of an online company newsroom that provides optimized content for media, customers and search engines.

1. Social #PR Secrets
How to GO Direct and
use social media and SEO to get publicity
@LisaBuyer
Social #PR Evangelist and #Yoga Girl
The Buyer Group

2. • Author of Social #PR Secrets
• Publicist, Columnist, Social #PR Evangelist
• Social #PR Chat Editor
• CEO of The Buyer Group,
• a Social #PR agency
• Search Engine Watch Columnist
• Clients include B2B, B2C, Public, and Private
• companies across a spectrum of industries.
• Frequent industry speaker and writer for various
publications including ClickZ, SocialPRChat, and
SearchEngineWatch.com.
• University of Florida (Go Gators!) graduate with a
degree in Public Relations & Business Administration
About Me

6. Agenda
• Social PR yesterday, today, the future
• Opportunity
• Inspiration
• Platforms
• Best practices for creating a company online
newsroom
• KPIs and Analytics

7. How To
Understand
Social PR
yesterday,
today, the future

15. Yesterday’s Press Release
– Took weeks or months for approval
– Designed for the journalist only
– Was mailed, (yes mailed)
– Emailed = straight to junk email

16. Yesterday’s Press Release
– Search engines were for geeks
– Usually ended up in the trash or delete
button
– Hardly ever made it to the end user
– Measured by clippings!

17. Today’s Press Release
• Can happen in 140 characters or less from
anyone!
• Is social
• Is optimized
• Is visual
• Is mobile

18. Today’s Social PR
• Is 24/7 without boundaries or limits
• More Social PR power and control than
ever to push the news out and pull the
world in
• Using a mix of online PR and social media
strategies

19. Today’s Press Release
• Is measurable

20. Today’s PR
• Who are we writing for?
– The journalist
– Direct to audience
– Search engines
– Social media networks like
Twitter, Facebook, LinkedIn, Pinterest, Instag
ram and Google +

21. Today’s Social Press Release
• What does it look like?
– Optimized with keywords or #hashtags
– Less is more – words, links
– Images and video
– PR Tweets in 120 characters or less
– Facebook Posts 90 characters or less
– LinkedIn status updates
– 3 versions – paid, blog and newsroom version

23. Today’s Online Press Release
• What does it do?
– Gets good search results (think editorial)
– Gets Tweeted and even better: RT
– Gets Liked on Facebook
– Gets Pinned and +1
– Gets online media attention
– Delivers qualified traffic to a website
– Delivers qualified traffic to a blog

24. Today’s Online Press Release

25. How To
Optimize,
publicize,
socialize and
visualize
your brand's news

26. The Opportunity

27. The media is
search and social savvy

28. National Survey Finds:
The Majority of Journalists Now Depend on
Social Media
for
Story Ideas
and Sources

29. 89% of reporters/editors
turn to blogs for story research

30. 65% of journalists use
social media sites such as
Facebook and LinkedIn for story sources

31. The majority of
journalists use microblogging services
such as Twitter

32. 100% of journalists use Google
as a tool when working on
stories
Google is the top search engine for online research with all responding journalists using this tool.
Wikipedia is second

33. Customers are
search and social savvy

34. YOU must be
search and social savvy

35. Optimized
Press releases
Blogs
Video
Images
Posts
Tweets
Pins
+1

36. Publicized
Distribution
Social Media Newsroom
Muck rack
HARO
PitchEngine
-

37. Socialized
Company news travels in
Tweets
Posts
Status
Pins
Images
Blogs
+1
Instagram
#hashtags

38. Visualized
Visual Social Marketing = Visual Social Media
-

39. The evolution of the
pitch, press release and
promotion.
It’s time for change

40. Social PR
How the brand is now
the publisher!

41. Why?
• Pitched more
than ever
• Require different
resources & info
• Expected to
produce more
with less
• Short form valued
over long form
Journalists, bloggers and influencers are:

42. PR in Not a Process
Social PR is
• Going real time
• Reporting direct from the brand
• Going mobile with your story
• Facebook post, tweet, pin or a pitch
• Creating brand evangelists
• Telling your story direct from your brand’s
media

43. PR pros and agencies are no longer
press release generators

44. Today’s Brand is the Publisher
• Story telling
• Reporting newsroom style
• Look at your brand’s social networks as
individual publications
• Write like a reporter
• Become the industry source of news, not
just the talking about your brand

45. HOW TO
Examples

46. Facebook
Make it your news
even when it is not.
Article appeared last
week in the WSJ and
included a mention
of the Camera+ App.

47. Facebook
•Added her own editorial
comment to the WSJ article
•Made it her own brand’s
news
•578 Likes
•79 Shares
•83 Comments

48. LinkedIn
Share your news with
your network and
customize comment to
your LinkedIn
Groups.

49. LinkedIn Share your news with your
network and customize
comment to your LinkedIn
Groups.

50. Pinterest Create themed boards
reflecting categories in your
business.

51. Pinterest Create themed boards
reflecting categories in your
business.

52. YouTube Create a playlist on YouTube to
archive all media coverage

53. YouTube
Create a playlist on YouTube to
archive all media coverage

54. Google+
Images are everything – Be
visual when you tell your
story!

55. Newsrooms
Write a press release or blog post and pull
out 15-20 Tweets that link back to the press
release

56. How To
Incorporate the
best practices for creating
a company
online newsroom

57. The Company Newsroom

58. The Company Online Newsroom
A centralized news headquarters
for all of your brand’s digital
content,
including news
stories, photos, videos, financial and
other organizational information.

59. Almost 100%percent Surveyed
expect organizations small and large to:
• Have an online newsroom as part of the
website available to the media.
• Provide access to news releases within their
online newsroom.
• Find PR or media contact information readily
available within an online newsroom.
• Offer the ability to search news archives within
an online newsroom

60. Typical Newsroom
• Press Releases
• Media Coverage
• Company Fact sheet
• Images
• Company Bios
• White papers
• Awards

61. Today’s Online Newsroom
• Created for
– Media,
– Customers,
– Prospects
– Search engines
– Optimized
– Social media friendly

76. • Report your company news like a reporter,
optimize like an SEO
• Use social media to tell your story, report news,
drive traffic back to blog/website
• If you are not in the news, make yourself part of
the news – highjack a story or #hashtag.
• Collaborate and practice time saving Social PR
efficiencies that focus on what works best
• Evaluate your online newsroom, make it part of
your Social #PR content strategy
• Don’t be afraid to #Fail! Try #new things
Key Takeaways

77. • Timing – do more on weekend and after hours
• Use social media to tell your story, report news,
Be real, show personality, use emoticons lightly
• Visual wins – make your news pin-worthy
• Mobile matters – make sure your news is mobile
friendly
• Go for the ASK, call to actions in your news and
blog posts
• Measure!
• Do what matters! Cut out the clutter.
Key Takeaways

78. Today’s PROptimized
Publicized
Socialized

79. Questions?

80. Social #PR Secrets
Presented by:
Lisa Buyer
@lisabuyer