evolution of public relations: managing your brandto integrate evolution of public relations ....
TRANSCRIPT
MANAGING YOUR BRAND
Evolution of Public Relations:
SPEA
KER
S RANDY EILTS Vice President, Public Relations [email protected]
BRANDI TOWNS Account Supervisor, Public Relations [email protected]
Identify opportunities (and challenges) 1
2
4
Become a storyteller
Experiment with traditional & nontraditional PR tactics
Influence perceptions 3
A strategic communication process
that builds mutually beneficial
relationships between organizations
and their publics.
Source: Public Relations Society of America
PR DEFINED
TRADITIONAL PR VS PR TODAY
Media Landscape
Information- Gathering
Process
Distribution Method & Channels
Growing # of Influencers
Opportunities to Integrate
Evolution of
Public Relations
TRADITIONAL PR VS PR TODAY
Media Landscape
Information- Gathering
Process
Distribution Method & Channels
Growing # of Influencers
Opportunities to Integrate
Evolution of
Public Relations
TRADITIONAL PR VS PR TODAY
Media Landscape
Information- Gathering
Process
Distribution Method & Channels
Growing # of Influencers
Opportunities to Integrate
Evolution of
Public Relations
TRADITIONAL PR VS PR TODAY
Media Landscape
Information- Gathering
Process
Distribution Method & Channels
Growing # of Influencers
Opportunities to Integrate
Evolution of
Public Relations
TRADITIONAL PR VS PR TODAY
Media Landscape
Information- Gathering
Process
Distribution Method & Channels
Growing # of Influencers
Opportunities to Integrate
Evolution of
Public Relations
WHAT’S IN YOUR PR TOOLKIT?
Decision-making process
Community Website
Social Media
User Reviews
Third-Party Content
Source: Nielsen
Public Relations is
88% more effective
than content marketing.
Source: Nielsen
Driving Familiarity 1
2 Affinity for Product or Service
Purchase Intent of Consumer 3
JOURNALISTS’ BEHAVIOR & EXPECTATIONS
97% expect organizations to have online newsroom
84% look for social media links in online newsrooms
82% want access to videos in online newsrooms
49% receive company news from Twitter feeds
41% visit Facebook “often” to research stories
Source: TEKGROUP International
THE ROLE OF CONTENT DEVELOPMENT
Owned Media
Paid Media Earned Media
Storytelling
GREAT stories can
generate GREAT ROI [ ] Uncover these stories and share.
MEDIA RELATIONS STRATEGY
Then:
Now:
…
WHAT IS NEWSWORTHY?
What’s happening in your community?
What community events are you hosting?
Have you heard any unique stories from residents and staff lately?
Have you received any recent awards?
Any unusual photo opportunities on campus today?
Trends you’ve noticed?
MEDIA OUTREACH
MEDIA OUTREACH
“I'm currently working on a story for FoxBusiness.com...
I'm hoping you can briefly answer a few questions for me about
choosing a retirement community…
As I am on deadline, I hope you'll be able to respond by
5 p.m. Thursday, July 26.”
ONLINE DISTRIBUTION
H elpA Repo r ter Out .co m(F ree)
P RWeb.co m
P RL o g .co m (Free)
iRepo r t .C NN.co m (F ree)
RISE OF SOCIAL MEDIA
NEW OPPORTUNITIES
BECOME YOUR OWN REPORTER
SENIOR LIVING ORGANIZATIONS EMBRACE PR
Integrate PR into Marketing Mix (no matter size of your budget)
Stay relevant in changing media landscape
R E A S O N 1
Increase brand awareness over competitors
R E A S O N 2
MEASURING PR EFFORTS
PR results in increased: Brand awareness & credibility
Traffic to your website
Rankings in search engine results
Inbound links to your website
Pick-ups by media, industry publications and blogs
People “talking about” your community or organization
PR: A FORMULA FOR SUCCESS
Identify your audiences
Build relationships & earn trust
Listen, engage, influence
Integrate messages across multiple channels
Have fun with it
Questions