Next Generation PR
Brand Storytelling through Content Marketing & Media Relations
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A look at PR today…
What is PR?
• PRSA says: “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics”• McCue says: PR = Strategy + Story
Brand Storytelling… Then
• Brands controlled the message
• Publicist = Spin Doctor• Media Relationships =
Gold• Few media• Customers = Passive
receptors
Brand Storytelling… Now
• EVERYONE owns the message
• Empowered customers• MANY, simultaneous
communications• Traditional media are just 1
channel
Stats
More Stats
Brand Storytelling Today
Tactics & Tools
Content Marketing
• Content = Story• Who tells it? You + Media +
Customers• You don’t have 100% control of your
brand story
• Content Marketing = What you do to shape your Brand Story
Content Marketing – A Deeper Dive
• Strategic storytelling across multiple mediums• Storytelling content packaged specifically for the
medium• Ongoing vs. Campaign• Channels =
• Yours (website, social, email, blog, etc) • Theirs (print, broadcast, 3rd-party websites/blogs/social)
• Types of storytelling content:• Articles (blogs, article sites, magazines)• Graphics (photos, infographics, slideshows)• Videos• Newsletters (e-mail, print)• User-generated (photos, essays, videos, posts)
Content Marketing
• Plan - Goals, Who, What, Where, When
• Create – Messages, Photos, Graphics, Video, Ads, Story Pitches, Articles, Events
• Distribute – Website landing pages, Email, Media pitches, Social Media channels, Blog, Advertorial
• Promote – “Native Advertising,” Partner websites, Calendar listings
• Evaluate – Key Performance Indicators
Calls to Action
• Don’t forget your calls to action!• Make it easy• Test!!
Creating Content
• First Rule: Don’t Panic.• Use a Content Calendar to stay
organized• Do a self-assessment:• What assets do you have?• What do you need to create?
A GREAT IMAGE = 1000 WORDS
Mining for Content Ideas
• Websites• Company Blogs• Social Media• Native Advertising / Sponsored Posts
• 3rd-Party Websites• Email Marketing• Videos• IRL (In Real Life)• User-generated Content
Content Calendar
Media Relations
• Be specific, targeted and patient• Fewer outlets = More competition• Bloggers Matter… but do your
homework• Navigating “freebies”• Media Visits = Content
User Generated Content
• Monitor your brand online• Responding to negative reviews:• Don’t get emotional – Be professional• Acknowledge the reviewer’s perspective• Take the conversation offline
• Gently remind/ask guests to post reviews, photos, hashtags• Front desk / in-room signs• Post-visit email
Helpful Hints
Think “Green”
• Recycle. Your content, that is.• Got old photos? Create a slideshow!• 3-minute video? Make it three 1-minute videos!• New itinerary? Put it online!• Favorite recipes? Share them on Facebook!• 1 Event =
• Calendar posts on your website + local events cals• 15-20 photos for your social media + blog• Dozens of user-gen photos + posts (got #hashtag?)• 2-3 short videos• 1-2 blog posts• Event landing page• 1 Sponsored Post/Native Ad
Planned Spontaneity
• Create Templates for each channel• Know your specs…
• Ad specs for Facebook• Max size of Facebook Featured Image• Optimal size of Pinterest image• Image + Text (Caution: Watch Text : Image
Ratio on FB)• Word counts for blog posts
• Streamline Approvals
Photos
Video Tools
Social Media Management
Takeaways
Content Marketing Checklist
• Who’s your Chief Content Officer?• And… who are your content contributors?
• Your roadmap = Editorial Calendar• Define storytelling themes• Define messaging/content for each channel
• Take Inventory:• What assets do you have? • What assets do you need to create?
• Small Big or Big Small• Video example
• What IRL activities can you turn into content?• Remodels, Tours, Personnel/Staff experts, FAMs, Events
Owned, Earned & Shared
• Self-Publishing (owned)• DSUS (Don’t Share Ugly S…tuff)• Story > Sales• Be consistent (but not boring!)
• Media Relations (earned)• RESEARCH before you pitch• 3 Targeted Pitches > 300 Blanket Pitches• Beyond journalists… Influencer Relations
• Social Media (shared)• Short is Sweet. • Pictures = 1000 Words.• Don’t just broadcast… Engage in conversation. It’s a
cocktail party.
Trends
• To Blog or not to Blog… • Keywords vs. Relevance + Connectedness• Native Advertising/Sponsored Posts• Influencer Relations > Media Relations• Email = Still #1 for Conversion• Video• Google+ • Pinterest Places• Instagram• Mobile Devices… Responsive Design -
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Responsive Design