Jodi Rudick, Advisors Marketing Group Brendi Rawlins, Lee and London Public Relations

1. A Program Presented by Jodi Rudick  littleredsbigideas@gmail.com in
conversation with Brendi Rawlins, brendi@leeandlondon.com

2. About Your Presenters
About Brendi About Jodi

3. Brendi - What is PR?
PR Takes Many Forms

4. Jodi– PR Skills for 2018
 Schmoozing
 Research
 Great writing
 Event Planning
 Pitching/Selling
 Tech Savvy Tracking and
Evaluation
 Become an active part of
the conversation
 Know your audience

9. Brendi -Is Traditional Media Obsolete?
 A mention in a top media publication is still very much in demand by the smartest PR professionals.
 Balance of old and new.
 Huge spending power - They hold $200 billion of spending power in their hands, which is only set to increase
yearly. Build that social reach and engage. (It’s estimated that Gen Z controls $153 bi
 The impact of outside influence on digital PR for millennials
 A millennial’s trust in a brand or company is no longer dependent on expert opinions or review sites.
 50% of us trust the online presence and voice of a stranger more than we would our own friends and family.
 We now have to follow the millennial lead, and have them advocate for you, instead of advocating to them.
 These ‘strangers’ now come in the form of social media influencers. These influencers range from ‘Instagram
models’ to celebrities and everyone in between. If the following is there, we are more likely to listen.
 82% of those asked were using these influencers in one way or another.

11. Cost per 1000 impressions

13.  Fewer millennials are responding to traditional PR campaign techniques or
traditional methods.
 51% of millennials access the news via social media, a trend that is undermining
traditional PR methods. Across 26 countries, including the UK
 44% of Facebook users go onto the site, via the app or website, for their
news.
 This is followed by 19% for YouTube. Is your re This is taking the traditional
method of PR pitching and slightly turning it on its head.
 Instead of sending dozens of press releases to print publications, or having
your press release be at the mercy of a news editor, we can now create and
syndicate our very own content for blogs, vloggers and social media.
 Ask the Expert:
 What could we do to reach “new” news outlets?
Publicity for Millennials
“We now get our news from our
smartphones!”

14.  62% of millennials agree that if a brand or business engage with
them on social media, they’ll be much more likely to become a
loyal customer- which could be great news for your business.
 Have you considered video content? Live streaming? Snap
chatting the event that you distributed that press release for?
Millennials are constantly watching and producing content.
What are you doing to creat video content?
 Vloggers are 62-63% more influential among the young teen/adult
demographic.
 If appropriate for your next PR campaign, a collaboration with a
vlogger could boost the influence and authority of your client’s
brand or message.
 In your chat box… How would you find an “influencer?”
Publicity for Millennials
“We crave digital content! We love imagery!”

15. Brendi - The Influencer Approach
 Who are your “influencers?”
 Go where they go, online and off
 Learn what they like
 Post content they like
 Direct message
 Send an email
 Look for collaborations (quid pro
quo, I’ll post yours, if you post
mine)
 Prepare for the long game
 Patience

16.  Take the world of beauty as an example. The average beauty
vlogger on YouTube can generate around 438,770 views in a
single monthly circulation. Compare that to magazines such as
Vogue, who’s average circulation is less than 200,000 people. You
cannot argue with that difference in reach.
 In your chat box…
 Compare and contrast… What is the reach of your “traditional”
brochure? What is the reach of you digital media?
Publicity for Millennials
You are an example, too!

17. 4 tips for reaching the elusive
millennial demographic
 More than a clever campaign
 Re-messaging might be necessary
 Savvy, smart, can access ANYYTHING
 Millennials are now America’s largest generation by
population, and their overall spending will soon overtake
baby boomers. (Generation Z in the US now has $44
billion in annual spending power.)
Here are four tips to not only reach these audiences, but
build lasting connections with them:
 1. Create experiences around your product—and the
purchasing of it.
 2. Design Matters – Totally visual
 3. Millennials reward companies that share their values
and are good corporate citizens.
 4. Authenticity matters – Transparency is critical

18. 1) Recognize the difference
between young and old
Millennials
2) Use shareable content to
target social groups
3) Swap traditional advertising
for compelling content
4) Use social for “customer service” management
 Beware: While millennials want to be served quickly, no
one wants unhelpful customer support.
 If you’re pressed for time and see a customer that needs
attention, don’t try to rush out a half-baked response. A
quick “Thanks for your message, we will look into it” lets
them know that their voice has been heard and gives you
time to adequately deal with their query.
5) Show Millennials you share their values by supporting a
cause
 91% of Millennials would switch to a brand that was
associated with a cause. (Cone Communications)
 Cause effect appears to be more pronounced in young
Millennials, who are more likely to talk about corporate
social responsibility on social media than older
Millennials. They’re also more likely to have purchased a
product with a social or environmental benefit in the
past 12 months, and more of them believe that they can
make a significant impact through purchases.

20. Pinterest
 Pinterest: Visual heaven
 Audience: All kinds, but
predominately women
 Media: Photos, videos and
other images
 All-star brand on this
platform right now: Random
House, with nearly 10K
followers

21. LinkedIn
 LinkedIn: For Professional
Networkers
 One in three professionals on the
planet has a LinkedIn account
 Audience: Professionals and
entrepreneurs/business people
 Media: Everything, but
predominantly text content
 All-star brand on this platform
right now: Mashable

22. Facebook
 It is not a selling platform.
 Share stuff that you genuinely
care.
 Be consistent with your
posting.
 Be personal.
 For example, nearly half of
Americans on the platform say
that Facebook has a greater
impact on purchasing behavior
than any other platform.
 Facebook: All things to
everyone
 Audience: Everyone (and
their pet)
 Media: Every kind
 In a state of flux.
 The average Facebook user
spends around an hour a
day on the platform
 All-star brand on this
platform right now:
McDonalds

23. You Tube
 YouTube: Ruling video
since year dot
 Audience: Everyone
 Media: Video
 All-star brand on this
platform right now (that
isn’t Red Bull or GoPro):
Playstation
 Granddaddy of all video
sharing sites
 Iconic social media
platform
 Owned by Google, very
searchable
 Puff pieces don’t travel

24. Instagram
 Instagram: Instant growth
 Audience: Under 35s mainly
 Media: Photos and video
 All-star brand on this platform right
now (that isn’t Red Bull or GoPro):
Burberry
 Meteoric rise to success, massive growth
 Lot of this is due to the fact that it is a hip and
fun way to share photos.
 Anyone can do it, and most people have, but
the demographic is very tightly focused on a
particular group of people.
 Over 90% of the people using Instagram are
under 35. While this may not mean too much
to a company that sells to a wide range of
people, it will mean a lot to the company that
doesn’t sell to this age group.

25. Ask the Expert: Instagram
What to post?
 Sneak peeks.
 Behind the scenes looks at your business.
 This Emotionally
Some tips for getting started
 Create a personal account.
 Once you are up and running engage with
people as often as you can.
 This means responding to comments and liking
other photos from other businesses and
people. T
 he more engaged you become the quicker you
will see traction. And it shouldn’t take too long
if you make a real effort to keep in touch with
people and to follow the right trends in your
industry.
 Use video.
 Be consistent in your posting.
 In Your Chat Box
 How are you using
Instagram?

26. Snapchatsk the Expert
 Simple ways to expand your audience and boost ROI on this booming app:
 1. Find Snapchat influencers.
 Use Universal Search Bar in the app to search profiles and stories for topics related to your industry. Although Snapchat doesn’t display number of
followers for users, you can get an idea about potential reach by looking at any user’s other social media accounts.
 Influencers are typically “cross-platformed” (Will be active on YouTube and Instagram – Facebook)
 Influencer agencies can also match you up with suitable influencers. Talbot recommends Captiv8 and Delmondo as two affordable
options.
 Explore trade deals. We’ll snap yours if you snap ours.
 Get creative – Interviews, filters, silly is snappy
 Use geofilters like Stanford. On-demand Snapchat geofilters let you overlay your logo or other design onto messages created by
others in the app. They must first be submitted to Snapchat for approval and are often used by Snapchat users to indicate
they’re in your city or neighborhood.
 To create one, simply log on to Snapchat’s website and click on the “geofilters” tab. It’ll walk you through the process.
 Typical cost is $35 to $60 with great ROI. Geofilter – tournaments, conferences, big special events.
 In your chatbox…How are you using Snapchat to reach
Millennials?

27. So, Brendi, what are those digital media
platforms? Which should we use?

28. 10 Tips From USC Athletics
Social Media Director
Aubrey Kragen by Proxy
1. Find a voice that makes sense to your
audience (USC vs. USC Athletics)
2. Create the conversation
3. Share exclusive content
4. Video is the way to go
5. Every picture has a story, every story has
a picture
6. Go Behind the scenes
7. Give stuff away
8. Be transparent
9. Integrate messages across platforms
10. Hashtags

29. Ten in Two
Twitter Examples in Two Minutes

30. USC Examples

31. Be Playful, it’s called Twitter for a
reason!
Twitter accounts often
adopt a playful, more
personal tone. Looks like
the folks at King County
parks are pretty excited
about their new bathrooms.

32. Respond to Concerns
You can use Twitter
to respond directly
to participants’
concerns, ideas, and
compliments.
Boulder Parks and
Recreation is using
Twitter to do
exactly that.

33. Plan regular posts that are
whimsical or topical. In this
post, the City of Kansas City,
Missouri Parks and
Recreation honors veterans
with their #TBT post
(Throwback Thursday).

34. Have Fun at the Fair

35. Use #Hashtags
The Chicago Park
District regularly
uses hashtags (a
word preceded by
the pound sign that
becomes a clickable
link to every tweet
that uses the same
hashtag) with event
names and park
names.

36. Be timely
Oregon State Parks
provided some timely
information, which
encourages people to
retweet and favorite
content. This is a great way
to attract new followers.

37. Be Beautiful!!
Think about how your page looks to visitors. Use a striking cover photo
like this one from Congaree National Park.

38. Encourage Retweets
New York City Department of
Parks and Recreation uses
Twitter to recruit volunteers.
The stronger your base of
followers, the more effective
this strategy will be.
Retweets spread the word
farther, so make your appeal
more attractive with a picture.

39. Integrate platforms
 Strategically integrate
your Twitter strategy with
your other social media
efforts. Here, L.A. County
Parks features a fun
picture with a link to their
Instagram account.


40. 17 Content Ideas to Boost
Parks & Rec Engagement
1. Booths & Community Events
2. Cyber Monday
3. Early Bird
4. Facebook Redirect
5. Flyers
6. Free passes
7. Free Samples
8. Resellers: Groupon/Living
Social/Fill A Seat/Art tix/
Course Horse
9. Instagram Challenge
10. Instructional Videos
11. Open House
12. Passports
13. Rewards Program
14. Sibling Discounts
15. Social Media Coupons
16. Special Pricing Promotions
17. Sponsorships
30 Second Chat Box Challenge –
Please share you content ideas in your chat box…

41. Questions? Comments?
 Brendi Rawlin
 619-546-7488 Office
 619-549-3066 Cell
 brendi@leeandlondon.com
 Jodi Rudick
 858-362-1351 Office
 760-809-3231 Cell
 littleredsbigideas@gmail.com