100+ Social PR Secrets To Get More Publicity in 2018

Social
PR
Secrets
by
Lisa
Buyer
1@LisaBuyer

Chapter 1: Social PR Evolution and Revolution
Chapter 2: Today’s Media Relations
Chapter 3: The New Press Release
Chapter 4: Content Strategy
Chapter 5: Editorial Calendar
Chapter 6: Online Newsrooms
Chapter 7: The Art and Science of Social Publishing
Chapter 8: Managing a Community
Chapter 9: Dial into Social PR Customer Service – NEW
Chapter 10: Jump Into Any News Story
Chapter 11: Distribution, Amplification, and Promotion
Chapter 12: Live Streaming PR Secrets – NEW
Chapter 13: Podcasting for Social PR– NEW
Chapter 14: Mobile and Social PR Hook Up
Chapter 15: The Rise of Visual Reporting
Chapter 16: Visual PR Secrets – NEW
Chapter 17: Scoring Influence
Chapter 18: Measurement, Analytics, and Google
Chapter 19: Avoiding a PR Disaster
Chapter 20: Strategy for Tragedy
Chapter 21: Optimizing an Event for Social PR
Chapter 22: Social PR Collaboration #FTW
Chapter 23: Facebook PR Secrets
Chapter 24: Instagram PR Secrets – NEW
Chapter 25: Snapchat Secrets and Savviness – NEW
Chapter 26: Pinterest PR Secrets – NEW
Chapter 27: LinkedIn PR Secrets – NEW
Chapter 28: Twitter Social #PR Secrets
Chapter 29: Stay Namaste Sane in Social Media– NEW
Chapter 30: Social PR Wisdom
Table of Contents
2@LisaBuyer

Sarah Evans
Introduction
Social PR Secrets 3rd Edition
2016
Consider Social PR Secrets the communication
professional’s modern-day beginner’s
handbook. It may appear to have a light- hearted or
whimsical approach, but therein lies its brilliance.
The non-threatening format allows anyone to feel
comfortable reading while they are exposed to tactical
and practical public relations tips.

Guy Kawasaki
Foreword
Social PR Secrets 3rd Edition
2016
We are fortunate that Lisa has written this book
to help PR people understand this brave, new
world. She provides tactical and practical
methods to combine the best of both worlds.
We’re lucky that she has done this for
marketers, PR people, and entrepreneurs.

Social
PR
Evolutions
&
Revolutions
Chapter
1
6@LisaBuyer

Social
media
has
the
power
to

make
or
break
a
brand
in
a

snippet
of
text.
cc:
Liam
Higgins
-‐ https://www.flickr.com/photos/72441891@N00
7@LisaBuyer

Transparency
and
authenticity

still
wins.
cc:
GollyGforce
-‐ Living
My
Worst
Nightmare
8@LisaBuyer

Today's
Media
Relations
Chapter
2
9@LisaBuyer

Create
a
Twitter
list
for
your

media
target
natively
in
Twitter.

Make
it
public
so
they
can
see

you
added
them.
cc:
shawncampbell
10@LisaBuyer

Think
like
your
audience.
cc:
Davide
Restivo
11@LisaBuyer

The
NEW
Press
Release
Chapter
3
12@LisaBuyer

It’s
better
to
send
out
1
press

release
a
month
that
is

substantial
than
4
that
are
all

fluff.
cc:
ginnerobot
13@LisaBuyer

Break
the
press
release
up
into
5

to
10
newsworthy
Tweets
with
a

link
to
the
story
on
the
corporate

blog/company
newsroom.
cc:
DubaiFM
14@LisaBuyer

Content
Strategy
Chapter
4
15@LisaBuyer

Content
is
about
them.

Not
you.
cc:
Brandon
Christopher
Warren
17@LisaBuyer

Editorial
Calendar
Chapter
5
18@LisaBuyer

The
social
PR
editorial

calendar
isn’t
designed
to
be

a
top-‐secret
document.
cc:
Ninja
M.
19@LisaBuyer

In
the
Social
PR
world,
there
is

NO
such
thing
as
a
template.
cc:
davedehetre
20@LisaBuyer

Online
Newsrooms
Chapter
6
21@LisaBuyer

Make
your
newsroom
content

mobile-‐friendly
cc:
chase_elliott
22@LisaBuyer

94%
of
journalists
surveyed

said
that
having
photos
in
an

online
newsroom
is
important.
cc:
The
PIX-‐JOCKEY
(visual
fantasist)
23@LisaBuyer

Art
&
Science
of
Social
Publishing
Chapter
7
24@LisaBuyer

Write
like
a
social
news

reporter
and
leave
the
selling

out.
cc:
Jösé
25@LisaBuyer

Share
third-‐party
content.
cc:
John
Flinchbaugh
26@LisaBuyer

Managing
a
Community
Chapter
8
27@LisaBuyer

Connectors
make
savvy
Social

PR
Managers.
Salesmen
do

NOT.
cc:
John
Flinchbaugh
28@LisaBuyer

Think
outside
the
box.
cc:
Ben
Mortimer
Photography
29@LisaBuyer

Dialing
into
Social
PR
Customer
Service
Chapter
9
30@LisaBuyer

Social
media
is
the
new
1-‐800

number
cc:
hyku
31@LisaBuyer

Personalizing
your
messaging

is
key
to
social
customer

service.
cc:
fractalx
32@LisaBuyer

Jump
Into
Any
News
Story
Chapter
10
33@LisaBuyer

Content
comes
first.
PR

comes
second
cc:
andrechinn
34@LisaBuyer

Be
quick.
cc:
jeff_golden
35@LisaBuyer

Distribution,
Amplification,
&
Promotion
Chapter
11
36@LisaBuyer

Reporting
your
company’s
news

content
in
a
Facebook-‐friendly
way

is
the
first
step
to
driving
quality

visitors
to
your
website
or
blog
cc:
bengrey
37@LisaBuyer

Show
a
different
side
of
your

company
by
sharing
inspirational

pictures
and
reach
a
global
audience

in
a
very
mobile
and
visual
way.
cc:
Jiahui
Huang
38@LisaBuyer

Live
Streaming
PR
Secrets
Chapter
12
39@LisaBuyer

“Livestreaming
is
the
missing
link

between
television
&
social

media"
-‐Cathy
Hackle
cc:
JavierPsilocybin
40@LisaBuyer

Have
an
influencer
take
over

the
account.
cc:
thecomeupshow
41@LisaBuyer

Podcasting
PR
Secrets
Chapter
13
42@LisaBuyer

Think
about
search-‐
friendliness
for
your
podcast

&
episodes.
cc:
Jeffrey
Beall
43@LisaBuyer

Don’t
ask
a
podcast
host
to
be

on
their
podcast
just
so
you

can
promote
your
wares.
cc:
tranchis
44@LisaBuyer

Mobile
&
Social
PR
Hook
Up
Chapter
14
45@LisaBuyer

A
mobile-‐friendly
website
or

blog
is
good
Social
PR.
cc:
.reid.
46@LisaBuyer

PR
Mistake:
The
company’s
contact
information
is

on
the
home
page
but
is
part
of
an

image,
instead
of
HTML.
-‐ Joe
Laratro
cc:
Joaquin
Villaverde
Photography
47@LisaBuyer

Rise
of
Visual
Reporting
Chapter
15
48@LisaBuyer

Adding
a
strong
photo,
video,
and/or

a
downloadable
file
to
a
press
release

distribution
can
increase
your
online

visibility
by
10
times
the
views.
cc:
alexblanck
49@LisaBuyer

Check
out
Twitter
Cards
to

add
visual
impact
from
your

content
to
Twitter.
cc:
Zeusandhera
50@LisaBuyer

Visual
PR
Secrets
Chapter
16
51@LisaBuyer

Images
are
the
key
to

grabbing
the
attention
of
your

audience
cc:
Paul
Nicholson
52@LisaBuyer

Canva
offers
free
access
to
a

wide
assortment
of
design

tools.
53@LisaBuyer

Scoring
Influence
Chapter
17
54@LisaBuyer

There’s
some
correlation

between
number
of
+K’s

earned
and
high
Klout
scores
cc:
adrants
55@LisaBuyer

Social
media
popularity
(in
terms

of
number
of
friends
and

followers)
does
not
equate
to

influence.
cc:
amanda.venner
56@LisaBuyer

Measurement,
Analytics,
&
Google
Chapter
18
57@LisaBuyer

The
most
important
analytics

are
what
matters
most
to

your
business
goals.
cc:
tiffa130
58@LisaBuyer

Think
beyond
the
obvious
KPIs

such
as
number
of
followers

and
quantity
of
visitors.
cc:
Me2
(Me
Too)
59@LisaBuyer

Avoiding
a
PR
Disaster
Chapter
19
60@LisaBuyer

Do
NOT
treat
social
media
as

a
silo.
cc:
Leo
Reynolds
61@LisaBuyer

Develop
a
company-‐wide
social

media
policy
that
clearly
defines

both
acceptable
and
unacceptable

behavior
on
social
media
cc:
theqspeaks
62@LisaBuyer

Strategy
for
Tragedy
Chapter
20
63@LisaBuyer

About
50%
of
consumers
think
a
brand’s

Facebook
page
is
more
useful
than
a

brand’s
website
cc:
Lori
Hartman
Designs
64@LisaBuyer

In
a
time
of
tragedy
or
crisis,

check
out
sources
and
be
sure

to
fact-‐check.
cc:
Curtis
Gregory
Perry
65@LisaBuyer

Optimizing
an
Event
for
Social
PR
Chapter
21
66@LisaBuyer

Live
tweeting
or
blogging

during
an
event
cc:
Alfred
Hermida
67@LisaBuyer

After
the
event,
create
strong

visuals
using
slideshows
to
tell

the
story
of
the
event.
cc:
adamtr
68@LisaBuyer

Social
PR
Collaboration
#FTW
Chapter
22
69@LisaBuyer

Create
a
shared
calendar
with

everyone
who
contributes
to

your
editorial
efforts.
cc:
oschene
70@LisaBuyer

Use
a
social
collaboration

platform
like
Asana.
cc:
orcmid
71@LisaBuyer

Facebook
PR
Secrets
Chapter
23
72@LisaBuyer

Write
simply.
Quality
vs
Quantity.
cc:
Gabriel
'Briel'
Rocha
73@LisaBuyer

Inspire.
cc:
Photosightfaces
74@LisaBuyer

Instagram
PR
Secrets
Chapter
24
75@LisaBuyer

Be
the
first
to
know
about
new

features
or
changes.
Subscribe

to
Instagram’s
business
blog.
cc:
Shawn
Harquail
76@LisaBuyer

It’s
not
about
you,
it’s
about

your
community.
cc:
Jordi
Payà
Canals
77@LisaBuyer

Snapchat
Secrets
Chapter
25
78@LisaBuyer

Customize
and
download
your

own
Snapcode
79@LisaBuyer

“We
are
not
the
sum
of
everything
we

have
said
or
done
or
experienced
or

published—we
are
the
result.
We
are
who

we
are
today,
right
now.”
— Evan
Spiegel,

CEO
of
Snapchat
cc:
flow14
80@LisaBuyer

Pinterest
PR
Secrets
Chapter
26
81@LisaBuyer

Schedule
your
pins
out
for

your
campaign.
Tool:
Tailwind
cc:
Nrbelex
82@LisaBuyer

Create
a
secret
board
while

working
with
a
brand
or
co-‐
partnering
with
a
brand!
cc:
JD
Hancock
83@LisaBuyer

LinkedIn
PR
Secrets
Chapter
27
84@LisaBuyer

“People
spend
time
on
other

social
networks,
but
invest
time

in
LinkedIn.”
– Jason
Miller
85@LisaBuyer

Write
every
day
and
as
much
as

you
can
using
LinkedIn’s
blog-‐like,

long-‐form
content
updates.
cc:
la_farfalla_22
86@LisaBuyer

Twitter
Social
PR
Secrets
Chapter
28
87@LisaBuyer

Want
to
get
someone’s
attention

on
Twitter?
Like
one
of
their

tweets
with
a
click
of
a
heart!
cc:
swanky
88@LisaBuyer

Monitor
activity
via
a

platform
such
as
Tweetdeck.
cc:
homard.net
89@LisaBuyer

Namaste
Sane
Chapter
29
90@LisaBuyer

The
hardest
part
is
getting

started.
Just
hit
the
start

button,
and
things
get
easier.
cc:
PhotoGraham
91@LisaBuyer

Clear
off
your
desktop
every

day
before
and
after
work.
cc:
thinkdanijel
92@LisaBuyer

Social
PR
Wisdom
Chapter
30
93@LisaBuyer

“Be
passionate,
tell
personal

stories,
and
be
real.”–Tony

Hsieh,
Delivering
Happiness.
cc:
Silicon
Prairie
News
94@LisaBuyer

Define
your
own
way,
your
own

structure
for
operating,
and
the

creative
processes
that
drive

your
purpose
and
objectives.
cc:
woodleywonderworks
95@LisaBuyer

About
the
Author
96@LisaBuyer

When
it
comes
to
balancing

relationships,
Lisa
Buyer

believes
the
practice
of
PR,

social
media,
and
SEO
is

exponential.
97@LisaBuyer

100+ Social PR Secrets To Get More Publicity in 2018

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100+ Social PR Secrets To Get More Publicity in 2018