Tips on Public Relations and Social Media: It s All in the Details. Presented by the Pennsylvania Dutch Convention & Visitors Bureau

Transcription

1 Tips on Public Relations and Social Media: It s All in the Details Presented by the Pennsylvania Dutch Convention & Visitors Bureau

2 Tips & Tricks for Pitching the Media Sue Savage Bird-in-Hand Corporation

3 It All Begins with a Good Story Learn to recognize a good story. Train your team to serve as story sources. It s very helpful and enticing to the reporter if you can fit your pitch within a bigger story/idea/trend that s currently ongoing. Become familiar with who your target media are and how they re structured. Learn which reporters typically cover what types of stories.

4 It All Begins with a Good Story Pitch only good stories. Become a reliable source of information. Give to get. Share leads. Your job? Make the reporter a hero with good story ideas, prompt, reliable response and honesty. Make their job easy.

5 Come Prepared Begin with a press advisory or basic release. Flesh out the story for the reporter. Who, what, when, where, why. Sneak sales message into informationladen quote.

6 Basic Etiquette Pitch your story with an ed cover note. Grab the reporter s attention. Have an impactful subject line and first paragraph. Keep the rest succinct and direct. In today s security environment, try not to send attachments with your initial , especially if you don t know the reporter. Instead, provide info via text & links in the itself. Utilize attachments later on if needed & a story opportunity arises. In your promise to follow up to see if the reporter has any questions. Be sure to include your workday & after hours contact information.

7 Follow up first by . Follow Up Before picking up the phone, plan your conversation and next steps. Create a cheat sheet of basic, necessary material. Keep it readily accessible. Call between 10 am and 2 pm on the reporter s time. Greet the reporter immediately with Do you have time to talk? If the reporter can talk, keep your pitch succinct and direct.

8 Closing the Deal If you get voic on the initial follow-up call to your , leave your name, contact number and best time to reach you but promise to call back yourself and give a time. If you do get someone on the line, and the end result is Thanks, we ll consider it : Proactively promise to send more information (more facts, photos, something that gives you an excuse to follow up). If appropriate, try to get a sense of when the story might run. This will give you a sense of how quickly and often to follow up. Walk the line between helpful and press stalker. A good sequence: , phone, , phone. Unless it s a once-in-a-lifetime possibility, don t jeopardize future stories by pitching your story at all costs.

9 Questions? Sue Savage Director of Marketing & Sales

10 5 Keys to Planning & Executing a Successful Media Event Hope Banner Scheffey Integrated Marketing

11 News Conference vs. Media Event

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13 1. Develop a compelling newsworthy angle 2. Identify target media 3. Map out logistics 4. Develop press kit 5. Day of coordination

14 Develop a clear and compelling angle Ask yourself: Who cares? Is it worth the attention and effort? Does an event add or detract from message? Can the press sell the story?

15 Remember The 5 Ws of Story Telling

16 Identify target media Research writers and their reach Traditional media Freelance Bloggers

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18 Identify target media Research recent articles Tailor your hook

19 Identify Strategy for Invite Print E-vite Personal

20 Map out logistics Location Day of week and time of day Invite follow-up Run-of-show Plan B

21 Create Press Materials Create a press release or press kit for every reporter News release Itinerary Speaker identification Quick facts Images and video for download

22 Create Press Materials

23 Create Press Materials Create a press release or press kit for every reporter News release Itinerary Speaker identification Quick facts Images and video for download

24 Day of Coordination Double check location & event elements Review run-of-show On-site media relations Thank the media and other guests

25 Questions? Hope Banner PR Director & Client Manager x13

26 Geo-location Social Networks and Groupon Jennifer Fazekas & Michelle Jennings Longwood Gardens

27 Geo-location Social Networks: Facebook Places and Foursquare In 2009, 23% of adults and teens use their cell phones to access a social network In January 2011, 17% of adult internet users said they use a geo-location service or function such as Foursquare to share their location with friends Data from Pew Internet & the American Life studies

28 Facebook Places can be set up by anyone. Visit ew/?page=1154 for instructions on how to claim your place When a visitor Checks In they can tag friends who are with them, upload a photo, or post a status

29 Do you Foursquare? 1. Visit foursquare.com to check to see if you are listed. Create a personal account and claim your venue in order to edit your venue s information. Visit to learn more 2. Create a promotion Use the merchant platform to create specials (similar to Facebook checkin deals) 3. Create a badge Partner with Foursquare to create a custom badge, which users can unlock based on parameters that you set up (5 check-ins in a month, 2 in one day, etc). Once a user unlocks a badge it gets added to their profile.

30 Groupon Online discount vouchers, a new marketing tool that offers consumers large discounts when they prepay for participating merchants' goods and services. Offer sent to geographically targeted database each morning, also promoted via social media tactics. Discount is usually 50%, merchant receives 25% of profits. Ran promotion in August 2010: 3,000 tickets sold and 2,800 redeemed. Redemption period of 30 days. Ran promotion in January 2011: 6,000 tickets sold and 4,800 redeemed. Redemption period of 90 days.

31 Groupon

32 Measuring our Results Will our Groupon customers return? Anecdotally, determined these were new customers to Longwood Membership promotion and conversion rate membership promotion code for Groupon customers, resulted in 75 new members. Expanded geographic areas using data from recent market study Customer loyalty program - to track future spending The bottom line is that Groupon customers CAN be profitable long-term, but tracking can be difficult.

33 Questions? Jennifer Fazekas New Media Strategist Michelle Jennings Group Sales Coordinator

34 How to Run a Successful Contest through Social Media Tiffany Dodson Scheffey Integrated Marketing

35 Planning Set your marketing objectives Generate Likes? Engage existing audience? Reach a new audience?

36 Planning Set your budget Social media isn t free! Cost of employee time Cost of developer time Cost of advertising/marketing

37 Planning Evaluate current consumer engagement level Asses the number of fans and their engagement level Determine what type of promotion is best for your current fans

38 Planning Evaluate current consumer engagement level

39 Executing the Contest Select appropriate platform to host contest Cross promote contest through multiple channels Website Social Media accounts E-newsletters Public Relations Include Official Rules and Regulations Track engagement and results

40 Facebook Promotions Guidelines Resources Facebook.com/promotions-guidelines.php

41 Wrapping Up the Contest Select and announce the winner Track Results Measure effectiveness Lessons learned Adapt for the future

42 Facebook Promotions

43 Facebook Promotions

44 Multi-Channel Promotions

45 Multi-Channel Promotions Media Event Contest Launch Contest hosted on DoubleTree website Contest promoted on Website slider Flickr Facebook Twitter E-newsletter Radio Blogs News sites And more

46 Multi-Channel Promotions

47 Multi-Channel Promotions

48 Multi-Channel Promotions

49 Questions? Tiffany Dodson Public Relations Coordinator x10