prsa intl conf workshop - get the right buzz, newsworthy campaigns that showcase your brand
DESCRIPTION
How do you create campaigns that get coverage and support the strategic goals of your company? Explore the challenges of developing buzz-generating public relations strategies that are relevant to your audience and your firm. Learn how to align public relations strategy with the business. Discuss how to create campaigns that align strategy to the news cycle. Get a revealing look at “hot news hijacking.” Dig into a case study that uses social media and infographics to tell compelling stories that get published and shared. Presenter Kimling Lam is director of marketing communications at Meltwater Group, a digital media intelligence firm with over 20,000 clients worldwide. Prior to Meltwater, Lam was a news reporter at a major network in San Francisco.TRANSCRIPT
Newsworthy campaigns that showcase your brand
Get the Right Buzz
Kimling Lam | @kimling
October 14, 2012 | PRSA International Conference
Today’s Agenda
1.What is the right buzz?
2.Strategic alignment
3.7 habits to align strategy to news cycles
4.Case study: create compelling stories that get published and shared
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What is more important for PR success: Reach or Relevance?
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REACH
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Result for an article with a lot of reach but poor relevance?
I’m such a happy
CEO!
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RELEVANCE
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… Is there anybody out there?
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Getting The Right BuzzHow do you get reach AND relevance?
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We need a plan &
performance metrics!
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A Typical PR Plan
Rapid response programCEO visibilityProactive media pitchingDraft 2 press releases per quarterSpeakingAwardsMonthly & quarterly reporting on PR
efforts
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Summary coverage analysis…
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Total number of hits: 26
On average, 73% of all coverage has been produced
as a result of proactive PR
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No context! Ask critical questions:
Relevant to whom?
Reach whom?
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PR Problem #1: Relevant to Whom? Your Business? Your Audience?
Entertainment & Education
Company News & Generating Business
The important messages for your business are not interesting to your target audience
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PR Problem #2: Reach Whom? JournalistPR Professional Audience
Audience ReachMessage Relevance
EducationEntertainment
Reaching your target audience is blocked by a chain of misaligned
goals
Story IdeasSources
Truth & VerificationAttract AudienceMeet Deadlines
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Aligned Goals: A great story for readers An easier job for journalists
Reaching your target audience is blocked by a chain of misaligned
goals
Interesting Story
Good Journalism
Audience ReachMessage Relevance
Entertainment& Education
Story IdeasAttract Readers
SourcesTruth & Verification
Meet Deadlines
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Getting AlignedHow Can I Help Journalists and Readers Achieve Their Goals (and mine too)?
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Help with Story Ideas
• Pitch stories, not messages or releases
• Keep a story library with many variations
• Pitch relevant ideas NOT exclusively related to your company or product
• Utilize your network to help understand who could help with a story
Journalist’s Goal
Get Aligned
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Help Attract an Audience
• Tell interesting stories that readers/viewers/listeners will care about
• Be flexible and ready to modify or tweak a story
• Leverage trending topics
Journalist’s Goal
Get Aligned
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Provide Credible Sources
• Maintain a list of company resources by area of expertise
• Build a network of mavens; be valuable and provide referrals
• Be a maven yourself
Journalist’s Goal
Get Aligned
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First obligation is to the truth
• Verify your sources
• Double check facts
& figures
• Don’t present anything that may be a conflict of interest
Journalist’s Goal
Get Aligned
TRUTH
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Meet Deadlines
• Maintain an arsenal of story details and resources
• Have interviews on-call
• Have high-resolution images & video ready
• Offer production help Writing Graphics Video
Journalist’s Goal
Get Aligned
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Educate the Audience
• Provide useful information
• Present new information
• Include expert commentary
• Offer opportunity
Audience Goal Get Aligned
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Entertain the Audience• Make the story
about the reader
• Find a unique angle Humorous Cultural Emotional Scary Visual Controversial
• Use trending topics
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Getting Aligned
• Help attract readers Reach audiences Pitch stories, not
releases Access to insider info
• Help meet deadlines Draft articles &
excerpts Timely ideas &
expertise Provide resources Offer Referrals
• Be Educational Provide useful info Present new info Offer opportunity
• Be Entertaining Serve the audience Leverage trending
topics Find a unique angle
Journalist Alignment Reader Alignment
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Case StudyEntertain the Audience
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Our 2011 PR goal:
Gain category credibility and build brand
recognition
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Infographic Campaign: Using our own data to tell a story
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Oprah vs. End of World
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Reached 6.6 million people from over 1,600 tweets. The post received 108 Facebook Shares, 38 Facebook Likes and 31 Facebook Comments
Reached 2.4 million people from over 520 tweets. The story reached its 11 million unique visitors per month.
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• 4Series of 4 Meltwater infographics were placed in Mashable during SXSW Interactive
Reaching approximately 80 million unique visitors 16 million social media followers
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• Mashable readers used StumbleUpon the most to share the Meltwater SXSW IGs- In total there were 5,286 StumbleUpon shares
• Twitter received second most social shares with 3,135 tweets
• Day 4 received the most shares of the four infographics Mashable SXSW Infographic – Social Shares
Social Network
Day 1-2 Day 3 Day 4 Day 5 Total
Twitter 929 652 972 582 3,135
Facebook 72 33 52 17 174
Google+ 28 12 16 6 62
StumbleUpon 817 647 1,677 2,145 5,286
Pinterest 92 53 71 47 263
LinkedIn 278 129 209 83 699
SXSW Key Results (cont’d)
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• There were 263 total “pins” or shares on Pinterest- Pinterest is now drives more traffic than Google+, YouTube and LinkedIn
combined - A search for “SXSW infographic” populates over 15 results
SXSW Key Results (cont’d)
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#m
elt
wate
rVIP
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THANK YOU