marketing and pr webinar 1

Part 1:Public Relations & Social Media

Marketing EssentialsFor Teaching Professionals

Welcome

Howard BrodwinSports and Social Change

Cause Marketing | Corporate Social Responsibility | Social Enterprise

Public Relations

“If I was down to my last dollar,I’d spend it on Public Relations.”

Public Relations

“If I was down to my last dollar,I’d spend it on Public Relations.”

~ Bill Gates

Public Relations

Expand your Definition of Media

PaidAdvertising

EarnedPublic Relations

ReviewsWord of Mouth

OwnedSocial Media

EmailBlog

Public Relations

Understanding Earned Media

Public Relations

Understanding Earned Media

It’s what is said about the brand that cannot be controlled by the brand.

Public Relations

Understanding Earned Media

Public Relations success comes from:

• Creating newsworthy stories • Announcing accomplishments & milestones • Introducing new products or services • Highlighting your expertise

Public Relations

Understanding Earned Media

Find the Story:

• Why should the press - or the public - care about what you’re doing? • Do you have an interesting story of how you got started in the sport? • Are you doing something unique in the community around golf?

Public Relations

Understanding Earned Media

Time Sensitive Events

• Introducing a new lesson program?• Are you doing something around a specific holiday/event/time of year? • Can you tie-in with a current event?

Public Relations

Understanding Earned Media

Press Releases are saturating the market:

• Over 1,800 press releases issued every business day through top 3 wire services.• Each press release costs anywhere from $250 to $1,000 or more to distribute.

Public Relations

Understanding Earned Media

Public Relations

Understanding Earned MediaWhat does your audience watch/read/listen to?

• Print - Magazines/Newspapers/Weeklies• Digital - Online/Mobile/Newsletters/Blogs• Radio - AM/FM/Satellite/Digital• Television - Local Network Affiliates• Events & Conferences - Speakers/Panels

Public Relations

Understanding Earned Media

Building a Media List• Find the Story first• Then identify the Outlets / Reporters• Get contact info: email/phone/twitter/fax

(on the masthead, in bylines, at the end of articles)

• Gather data: circulation/audience size, frequency, editorial calendar, pitch format

Public Relations

Understanding Earned Media

Creating the Pitch

Public Relations

Understanding Earned Media

Creating the Pitch: Importance = Newsworthy

Is this important to anyone in the world outside of these walls?

Public Relations

Understanding Earned Media

Creating the Pitch: Local Vs. NationalSometimes the Ventura County Star is

more important than USA Today

Public Relations

Understanding Earned Media

Creating the Pitch: Who Cares???• Just because you sent it, doesn't mean they're going to write about it; issue the release to reporters that are going to care.

“A reporter working at a small local paper received 80 press releases in one day –

of which only 2 were relevant to what his paper covers.”~ Jeremy Porter, Journalistics.com

Public Relations

Understanding Earned Media

Creating the Pitch: EXERCISE

“My recent news is…”

What have you been doing in the past few months?

Public Relations

Understanding Earned Media

Creating the Pitch: Writing Tips

• Keep it short, simple and to the point• Headline: 80-120 Characters• 1st Paragraph should address the Who/What/Why/When/Where?• Stay around 500 - 700 words, if possible

Public Relations

Understanding Earned Media

Creating the Pitch: Writing Tips

• Who/What/Why/When/Where

Public Relations

Understanding Earned Media

Creating the Pitch: Writing Tips

• Include contact info: Phone/Email/Website• Proofread. Then proofread AGAIN.• Have a boilerplate "About _______” • Employ bullet points to highlight key points

Public Relations

Understanding Earned Media

What to pitch: Write a “Guest Article/Post”

• Local Newspaper/Website/Blogger• Be specific - Have a topic• Why is this beneficial for their audience? • Don't be overly self-serving • Stay within guidelines - length/word count • Proofread

Public Relations

Understanding Earned Media

What to pitch: Get on TV or Talk Radio

• You are a resource / local expert on Golf• Local morning shows tend to need content• Be "camera-ready" or "microphone-ready”• Speak in sound bites • Cross promote via Owned Media platforms

Public Relations

Understanding Earned Media

What to pitch: Provide Tips to the Media

• How to get ready for golf season• How to work on your swing in the winter• 5 Stretches for golfers • Top 10 courses to play in ___________.• Top 10 "bucket list" courses

Public Relations

Understanding Earned Media

Creating the Pitch: Writing Tips

• DO NOT use exaggerated words: Amazing, Revolutionary, Awesome, Fantastic, Ground-Breaking • DO NOT send attachments, unless asked • DO NOT call repeatedly to follow up • DO NOT send the same press release twice

Public Relations

Understanding Earned Media - Resources

Press Release Distribution

• PR Newswire• PRWeb.com / Vocus• PitchEngine.com• TV News Assignment Desks • MuckRack.com

Public Relations

Reviews / Word of Mouth

Online Review Sites / Social Media

• Maintain a current profile• Engage with reviewers • Try to resolve customer service issues

Public Relations

Public Relations

Reviews / Word of Mouth

Social Media

Understanding Owned Media

Social Media

Expand your Definition of Media

PaidAdvertising

EarnedPublic Relations

ReviewsWord of Mouth

OwnedSocial Media

EmailBlog

Social Media

Understanding Owned Media

Defining Social Media

Consumer generated media and the tools & practices people use to share opinions, insights, experiences and

perspectives.

Social Media

Understanding Owned Media

Define Social Media

• Platforms: Facebook/Twitter/Linkedin• Photo/Video: Instagram/Pinterest/Vine• Aggregator: RebelMouse/Scoop.it/TagBoard• Consumer Reviews: Yelp• Wikis: user-curated Guide/Directory

Social Media

Understanding Owned Media

Social Media

Understanding Owned Media

Goals Audience

Tools

Social Media

Understanding Owned Media - Goals

Define specific, actionable, reasonable goals

Are you trying to: • Become the voice of “golf” in your community?• Develop interest around lessons or learning to play?• Drive relevant & targeted traffic to your website? • Build a community through story and content? • Generate registration to events?• Attract & engage more customers?

Social Media

Understanding Owned Media - AudienceFind the channels/platforms that make the most sense to reach your audience:

Social Media

Social Media

Understanding Owned Media - Audience

Where is my audience? Everywhere!

Among the 52% of Americans who use multiple social networks: • 73% (38% of the total) use three or more • 56% (29% of the total) use four or more • 40% (21% of the total) use five or more • 30% (16% of the total) use six or more

140 Proof and IPG Media Lab, 2014

Social Media

Understanding Owned Media - Audience

Where is my audience? Everywhere!• 72% of multiplatform users agreed that “different platforms are better suited to different interests of mine.” • 60% of respondents said they use different social platforms to connect with different types of people, media, and brands.

140 Proof and IPG Media Lab, 2014

Social Media

Understanding Owned Media - Tools

What tools are needed to CREATE & DISTRIBUTE content on Social Media?

• Text: Facebook/Twitter/Google+/Linkedin • Photos & Graphics: Instagram/Pinterest/Tumblr • Video: YouTube/Vimeo/Vine/Instagram• Audio: Podcasts/Soundcloud

Social Media

Social Media

Understanding Owned Media

Based on your Goals, Audience & Tools…

What social media platform makes the most sense for me?

Social Media

Understanding Owned Media

Blogs / Newsletters

Social Media

Understanding Owned Media

Blogs / Newsletters

• Be Consistent • Have a Voice: Why should I read this?• Grow your audience thru other channels • Call to Action: Drive your readers to ____?

Social Media

Understanding Owned Media

Develop a Content Marketing Plan

• What? Set Your Topics (Themes, Seasons, Holidays, Events)

• When? Set a Schedule / Use a Calendar • Where? Appropriate Channels• How? Tools (HootSuite, Twitterfeed, Landing Pages, WordPress)

Social Media

Understanding Owned Media

Best Practices / Tips

• Monitor keywords, #hashtags and trends relevant to golf and your community - stay informed and engaged • Test different copy/content - what’s working based on your goals • Vary your topics: Fun, insightful, topical, events, thought-provoking, themed

Social Media

Understanding Owned Media

Best Practices / Tips

• Ask people to "please share" & "please RT" • Answer and thank EVERYONE - build trust and loyalty, make them feel appreciated• Have an open but moderated forum on your pages. Monitor and engage where necessary, delete obvious spam.

Social Media

Understanding Owned Media

Be a Golf “Expert”

• Speaking Engagements• Events• Guest Blog Posts / Articles

Part 2:Grassroots/Event Marketing and Promotions

Marketing Essentials For Teaching Professionals

Wed 9/10/144:00pm PST

Thank you!