digital pr how to write press releases, and dramatically improve your visibility
TRANSCRIPT
PR = Publicity Repositioned
By Barbara Rozgonyi © 2009 for CoryWest Media, LLC
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Professional Professional CommunicatorsCommunicators
49% of today’s professional communicators say they think press releases are “as useful as ever”
64% of respondents who issue releases say they target them most often to print outlets
23% send them to online news and financial sites
45% don’t see releases as relevant as they once were because of the growth of social media and the ability to target reporters and editors in more personalized, direct ways
AgendaAgenda Making Media Connections
Attracting Attention
Building Credibility
Routes: DIY or Publicist
Making Media Making Media ConnectionsConnections
Perspective
People
Perspective: PR Then Perspective: PR Then Edward Louis Bernays Ivy Lee
Traditional Vs Digital Traditional Vs Digital PRPR
Age: 100 years Format: double-
spaced Target: Media
outlets Track-able:
placements Lifespan: usually
short Share-able: no
Age: < 5 years Format: multimedia Target: Layered Track-able: variable Lifespan: infinite
bounce Share-able: yes, yes,
yes!
WhoWho
Listeners
Talkers
Lurkers
Authorities
Influencers
Journalists
Bloggers
Followers
You
Everyone!
CharacteristicsMedia Types
WhereWhere
ContactingContacting HARO
Online Distribution
Social Media
Text message
Comment on blog
RSS
Newsroom
Attracting AttentionAttracting Attention Keywords
Content
Timing
Relevance
KeywordsKeywords Wordle.net
Google keyword tool
ContentContent Headline
Summary
Quotes
Multimedia
Social Media Format
TimingTiming Trends
Celebrations
National
RelevanceRelevance
Building CredibilityBuilding CredibilityDo
Deliver
Be Accessible
Be Relevant
Personalize
Be Consistent
Don’t
Overpromise
Hide
Be Irrelevant
Get too Personable
Be Inconsistent
Building Real-ebrityBuilding Real-ebrity
DistributionDistributionDo it Yourself
PROS
Low or no cost
Self-managed
Results
CONS
Time
Cost
Results
Publicist PROS
Time-saver, monitors
Professional representation
Results
CONS
May be too traditional
Cost
Results
AgendaAgenda Making Media Connections
Attracting Attention
Building Credibility
Routes: DIY or Publicist
Digital PR ResourcesDigital PR Resources
Questions? Email [email protected]
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