nov 29, 2013 stevie presentation on pr tips and tricks

HELLOMy name is Stevie

NetSquared Vancouver

NetSquared Community Manager Workshops

Public Relations

Community Managers

Why do these two things go together so well ?

Story Tellin

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How many friends do you have on facebook/Twitter/Linkedin ?

1000 fans for $100,000

1000 fans for $100,000

"A creator, such as an artist, musician, photographer, craftsperson, performer, animator, designer, videomaker, or author - in other words, anyone producing works of art - needs to acquire only 1,000 True Fans to make a living."-Kevin Kelly

Community

PR

Story Telling

Story Telling

Key Learning's from

• Crystal Henrickson from Invoke Media• Stephanie from WildFire Effects• Nicole Stewart from Nicole Stewart PR

What is a community ?

“A tribe is a group of people connected to one another, connected to a leader, and connected to an idea. For millions of years, human beings have been part of one tribe or another. A group needs only two things to be a tribe: a shared interest and a way to communicate.” ― Seth Godin, Tribes: We Need You to Lead Us

1. STRATEGIZE

• Make a plan• Define your objectives• Know your audience• Define key messages

How to Build a community ?

You

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W

S

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How to Build a community ?

You

S

W

S

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You build real relationships

Your community

You

OTHER

Technology

Accounting

Real Estate

Banking

Sales

Marketing

Consulting

Human Resource

OTHER

Technology

Accounting

Real Estate

Banking

Sales

Marketing

Consulting

Human Resource

OTHER

Technology

Accounting

Real Estate

Banking

Sales

Marketing

Consulting

Human Resource

OTHER

Technology

Accounting

Real Estate

Banking

Sales

Marketing

Consulting

Human Resource

How to Build a community ?

You

S

W

S

W

You build real relationships Including PR

2. DO UNTO OTHERS…

• Treat your relationships like gold• Make friends• Push and pull!• Don’t take rejection personally• Help the media out even if it doesn’t help you• Make the media a priority (time is money)

How to Build a community ?

Community

PR

Social media

Story Telling

How to Build a community online ?

• Choose one social media platform to be on - Wear one hat well

• Be a connector• Take it offline

Online Offline

Connect with people online but build relationships offline

• Be a connector• Acknowledge everyone• Empower your super engaged supporters -

Let them be a part of it• Use Digital Story telling to take it back online

Online Offline

90% of people wont be engaged enough to do more9% is somewhat engaged and would actively support1% is super engaged and would want to do more

Offline Events

90% of people wont be engaged enough to do more9% is somewhat engaged and would actively support1% is super engaged and would want to do more

90-9-1

My Community/Network of Entrepreneurs and Nonprofits

You

Technology

Accounting

Real Estate

Banking

Sales

Marketing

Consulting

Human Resource

FINDING COMMON GROUND

SUCCESS =STRATEGY + CREATIVITY + STORYTELLING

3. GET ON THE PRESS TRAIN

• Know what is newsworthy & listen• Crawl before you walk• Understand the media outlets and their

readers before you contact them• Great visuals – not some crummy iPhone pics

(no offence!)• Be creative & tell stories

4. PAY ATTENTION TO THE DETAILS

• Watch out for spelling/grammar mistakes• Avoid attachments • Make use of your prime real estate• Keep it simple• Never expose your contacts• Email is king (unless someone calls you first)!• Think about your subject line

Digital Story Telling

Online Offline

Story telling to grow your community

Your community

You

OTHER

Technology

Accounting

Real Estate

Banking

Sales

Marketing

Consulting

Human Resource

OTHER

Technology

Accounting

Real Estate

Banking

Sales

Marketing

Consulting

Human Resource

OTHER

Technology

Accounting

Real Estate

Banking

Sales

Marketing

Consulting

Human Resource

OTHER

Technology

Accounting

Real Estate

Banking

Sales

Marketing

Consulting

Human Resource

Your community

You

OTHER

OTHER

OTHER

OTHER

Online

QUESTIONS?

Appendix

Digital Story telling tools

• http://newgen.ca/knowledge-center/articles/nonprofit-story-telling-7-digital-story-telling-tools-for-nonprofits/

5. LET’S GET PERSONAL…

• Use them if you must but nobody loves generic email blasts

• Think about how to work with the parameters of the outlet (online or off) to benefit both parties

6. NOBODY LIKES A SPIN DOCTOR

• Work with what you’ve got. Don’t fabricate stories. People want authenticity, not spin. And yes, journalists and bloggers are people too.

7. COOL. WE GOT PRESS.

• Thank people• Share the love• If applicable, PR the PR

8. FOR BETTER OR WORSE…

• Hope for the best, plan for the worst• “It takes 20 years to build a reputation and 5

minutes to ruin it.” – Warren Buffett• 5 Tips for Handling a PR Crisis: Assess, Admit,

Address, Atone, Adapt

8. FOR BETTER OR WORSE…

• Focus on trust• Communicate early and often• Listen for others’ concerns• Share information• Simplify• Monitor all communication channels – always

know what other people are saying about you!

What is Business Networking

What is Business Networking

You

Technology

Accounting

Real Estate

Banking

Sales

Marketing

Consulting

Human Resource

Where are you currently ?

You

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W

S

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Where do you want to be ?

You

S

W

S

W You

Technology

Accounting

Real Estate

Banking

SalesMarketing

Consulting

Human Resource

Legal

Professional Network

You

OTHER

Technology

Accounting

Real Estate

Banking

Sales

Marketing

Consulting

Human Resource

OTHER

Technology

Accounting

Real Estate

Banking

Sales

Marketing

Consulting

Human Resource

OTHER

Technology

Accounting

Real Estate

Banking

Sales

Marketing

Consulting

Human Resource

OTHER

Technology

Accounting

Real Estate

Banking

Sales

Marketing

Consulting

Human Resource

1COMMIT TO BEING

THE BEST

2DON’T BE AFRAIDTALK TO PEOPLE