Media Relations 101 - Innovation Factory by yaofenjin


									Media Relations 101 for a 2.0 World

     Innovation Factory Info Series

   Stephen Rouse, President, CAROUSE Communications
Today’s agenda

•   Defining public relations
•   Why do brand stories matter?
•   Understanding PR and the media
•   Changing nature of media relations
    •   Break
•   Brand Storytelling 2.0
•   PR 2.0 tips, tricks and Best Practices
    •   Your questions
PR by definition

   “Public relations is a strategic communication
process that builds mutually beneficial relationships
     between organizations and their publics.”
                              Public Relations Society of America, 2012

Linkages with the media personalities and resources
  that facilitate an organization getting favourable,
      timely and widepread editorial coverage.
PR strategies and tools
    CEO Profiling & Support         Corporate Messaging
    Grassroots Community            Product Media Relations
     Relations                       Business, Trade & Financial
    Sponsorship Evaluation           Media Relations
                                     Industry Analyst Relations
    Issues Management
                                     Media & Presentation Training
    Executive Speaking Support
                                     Reputation Management
    Field Marketing
                                     Experiential Campaigns
    Product Launches
                                     Word of Mouth Campaigns
    Internal Communications
                                     Trade Shows
    Social Media                    Guerrilla Marketing
    Website Development
Why do brand stories matter?
Brand in search of a story…
     …there is little dispute RIM has a marketing

 While BlackBerry’s strength used to be predicated
 on the QWERTY keyboard, its Messenger program
  and its reputation for security, they are no longer
              enough to keep it afloat.

   …its marketing team has so far failed to clarify
  what its brand identity will be, as business-minded
             users shift to other devices…

Brand has been called the most powerful idea
          in the commercial world

 In a business environment were products,
  markets and industry boundaries are in a
  state of constant change a well managed
               brand can be…
  a prime source of strategic direction and
           competitive advantage.
What is a brand?

• Neither a slogan nor a corporate signature
• Unique space you want to occupy in your
  industry as perceived by your customers
• Must differentiate a brand from its competitors
• Represents the core promise or essence of
  your company, product or service
       Brand is at heart of your company story
    Fundamental message conveyed in all aspects of
    communication with customers, prospects – and
  80 per cent of all new products or
  services fail, largely because they
 don’t demonstrate and communicate
 why the new brand is better than the
current one, and often they try to be all
          things to all people
                             David Maister
To be successful a brand must…

  •   Consistently provide quality and satisfaction
  •   Meaningfully distinguish itself from the competition
      to create customer preference
  •   Be relevant, convenient and easily accessible to its
      target audience
  •   Appeal to their individual lifestyles, attitudes and
 Every story has a hero. Create stories that
present your customer’s problem and explain
how that problem is eradicated with the help
     of your brand as the story’s hero.   16
Failure to communicate…Startup killer
“The challenges for startups is they tend to not be good
storytellers. They’re good developers, product visionaries
and entrepreneurs but they may not have the skills and
insight to create compelling stories.”

A good story does a couple of things:

• Tells people what the product or service does and the
  benefits of using it (ie. Why should I, the consumer,
  care about what you do?/What’s in it for me?).
• Puts the story into context or part of a bigger story.     Mark Evans, journalist

            “Companies needs to look at what they have built,
           the benefits of their product/service, and the points
             of pain they’re addressing, and insert themselves
              into a larger story they are a part of rather than
                           trying to be the focus.”
Failure to communicate…Startup killer

Start by telling me what you do and the problem(s) being solved. By
understanding what your startup is all about, it sets the stage and provides
context for the rest of the presentation…be clear how you’re different,
unique or better.

Don’t back into your presentation by providing background about the
market and the opportunity. It may seem like a way to create dramatic
effect, but it just makes me impatient and wondering why you’re not getting
to the point.

Who are your customers? How do you make them happy, more productive
or more profitable? Use a “persona” of a typical customer – their job, their
needs, how your product could help them succeed.

Understanding PR and the Media
Creating the message

An interview is not an intellectual exercise-
   it’s an opportunity to deliver specific
 messages to specific audiences through
           the filter of a journalist
             What makes news?

• A reporter must write a story that is newsworthy
  and either takes a new look at an issue or reports
  on something new (such as an emerging trend)
• Reporters regularly speak with a lot of people in the
  industry in order to find a good story - this is where a
  company with a well-articulated story can help
• If your story is concise, supported by facts, has
  quotable language and is completely
  understandable, it has high news value
Developing key messages

•   Message points are a few concise thoughts, ideas,
    arguments and impressions that you want to leave with a
    journalist and their audience

•   Message points keep you on “message track”

•   Keep it simple when creating your messages:
      •   “When you walk away from this meeting, here are
          three things to remember about this company…”
      •   Be prepared to discuss how your main messages
          relate to current trends and the overall market
Key messages for interviews

• Deliver key messages in short, concise sentences

• Emphasize facts with colour: use simple analogies to
  make your point more relevant to the average person.
  Be descriptive and paint vivid pictures.

• Repeat key messages. Develop different ways to
  express your key messages

• Key messages can be used as a bridge in a media
  interview that has strayed from the main focus
Storytelling: Two phase approach
  Phase One (About a month) – Creating the story
  • Communications audit – online and offline – integration
  • Key message development – elevator statement
  • Media list development
  • Identify brand ambassadors/case studies
  • Collateral development – backgrounders, bios, case
  • Website prep – SEO, media room
  • Media coaching with new story
  Phase Two (six months) – Spreading the story
  • Brand launch – media tour, media release, launch
  • Ongoing “news bureau” of ongoing media-friendly
    contents and pitches
  • Speaking engagement opportunities                    24
          First time Mabel’s would have labels
          in a retail store – Walmart Canada ✔

       Business story of four “mom-preneurs”
       from Hamilton never told              ✔
       Julie Cole, main Mabel spokesperson
       seasoned and confident – knows the ✔
       story and comfortable with media
Company had achieved considerable growth   ✔
ahead of its deal
Inverted pyramid

         The Lead: who, what, when,     35 words or less
         where, why and sometimes how



Editorial process involves various levels

 News value of      Reporter    Reporter conducts
 story determined   Assigned    research and

           Story appears in print, on TV,
          on the radio, online or magazine
Changing nature of PR…
 Sound bite journalism
• Rapid growth in media has fuelled “sound bite” journalism
• In the 1970s typical length of interview sound bite was 15
  seconds, today it’s half that at about 7 seconds
• No such thing as a local story anymore…it's a 24-7 news
• Growth of competition blurring lines between news and
        • Focus on controversy and sensationalism
        • Adoption of controversial position
        • Bad news is good news
  A new way to market

Targeting to convince   Use human engagement to
                        drive preference and loyalty
                                           Serious journalism will
                                              be marginalized

                                          Media will be dominated
                                             by personalities,

                                              Coverage will be
                                            cursory, instant, and
                                           increasingly salacious

Historically, "the news" has been the most timely and relevant mechanism
for “influential” content. But even "the news" has had to adapt to evolving
    consumer habits. Successful cable news networks are more about
 entertaining and telling people what they want to hear rather than what
                                    need to know.
                              they 35
       Democratization of
     reporting means every
      citizen (customer) is a

Finding opportunity in chaos…

  “If there's one thing that we should have
 learned in this era of social media, it's that
   people are being drawn to content not
 through publishers and pages, but through
               people and feeds.”
                          Why It's Time Your Brand Invested
                          in a Creative Newsroom
                                              Advertising Age
                                          September 16, 2012
A new funnel?

A new funnel?
                Consider: What
                brands/products do consumers
                have in mind as they
                contemplate a purchase?
                Evaluate: Consumers gather
                information to narrow their
                Buy: Consumers decide on a
                brand and buy it.
                Post-purchase: Consumers
                reflect on the buying
                experience, creating
                expectations/considerations that
                will inform a subsequent
                Advocate: Consumers tell
                others about the product or
                service they bought.
 Understanding the customer journey
Customer mapping reveals:

   • what the customer wants –
     at every stage
   • how they’d find out about it
   • where they’d go for more
   • how they want to buy it
   • how they want it delivered
   • how much support they
   • when
   • where
   • over what time scale
 Rise of “Transmedia” storytelling
Social networks and channels present
brands with a broad array of ways to
engage customers and those who
influence them.

Each channel offers a unique formula for
engagement where brands become
stories and people become storytellers.

Using a transmedia approach, the brand
story can connect with customers
differently across each medium creating a
deeper, more enriching experience.

          Transmedia storytelling doesn’t follow the traditional
         rules of publishing - it caters to customers where they
               connect and folds them into the narrative.
A 10-person social media response team monitored
the platform full time over six weeks and provided
personalized responses to 5,000 questions using text,
photos and video.
Like many
Canada is using
social media to
go straight to
the consumer.

media means
avoiding a whole
part of the
media process.
Brand storytelling 2.0
Consumer expectation
93% of social media users believe
a company should have a social
media presence

85% believe a company should
be active with customers in social

56% feel a stronger connection
with companies they interact with
in social media
                        Nielsen Research, 2009
Canadians heaviest social users
• Canadians spend on average a whopping 43.5 hours
  online per month. This is nearly double the worldwide
  average of 23.1 hours and is eight hours more than the
  second place United States.

• Canada saw a 12 per cent increase in internet usage
  among people 55 and older, as well as a 36 per cent
  increase in social networking among users 55 to 64.
                                             comScore Research, 2011
What does a brand still control?

        •   Core competency/product
        •   Brand message platform
        •   Website
        •   Social interaction ability

With a website
as home base
for a brand’s
story, social
presences are
not so much
communities, as
distribution and
Mabel’s Labels
“Communication Ecosystem”

                Associations              Affiliates


Competitors    Prospects                    Alumni

• Core
• Brand message
• Website
• Social interaction
Thriving amplification network
The development of creative
assets for these social
channels is something that
should be taken seriously,
even though the content itself
may be lightweight.

Content that works best in
these channels is highly
visual, timely, culturally
allusive and not

This is content that becomes
authentic when it's shared not
because we say it is.
Guest blogging engages new
Product reviews/blogger relations
Contests and giveaways
Conversation not shouting
Customer service 2.0 =
Customer responsiveness
Lunch 'n Learn Session   65
Customer stories are crucial

PR 2.0 - Tips, Tricks and Best Practices
Building your Creative Newsroom
                    • Creative newsroom is a page where you
                      compile relevant press topics relevant to
                      your audience.

                    • Focus on integrating your audience into the
                      brand, and taking advantage of your
                      content and social connections to bring
                      their influences into the picture.

                    • Incorporates media coverage, and includes
                      communication venues for people using
                      Facebook, Twitter, Linkedin, and Reddit.

                    • Includes a comments section for added
                      communication, and options for instant
                      messaging or blog connectivity. In short it is
                      more than just a static page, and is an
                      active communications hub.

Building your Newsroom – what is it?


                                       Media opt-in
Unique                                 for unique
Content                                content

Experts on
“hot topics”
                                       Social feed fo
Social Media News Release - PRWeb

The New News Release

Optimize your News Release
Anchor text links

• Link to homepage – direct visitors directly to your company
• Link to product page – send media and consumers directly
  to the product they are reading about.
• Link to blog post – this presents an opportunity to speak to
  readers in a less formal fashion.
• With social web users and digital influencers continually
  expecting social content, a press release presents a great
  opportunity to spark interest in your social content.

 Optimize Your News Release

Use images for search

• Images can increase the click through rate on releases in
  regular and news search by 15 – 25%.
• Using images creates more traction in media – journalists and
  bloggers love images as story aids.
• Many people discover images via image search, which draws
  them back to the release and web sites.
• Because PRWeb hosts press releases forever, your images
  can continue to receive both organic and image search traffic

Video storytelling
                              By using video in news
                              releases, you can get up to a
                              500% increase in time on

                              As the web shifts to a rich
                              media experience, bloggers,
                              media and end users are
                              becoming more accustomed
                              to video.

  500 person days x 7500 views = 3.75M person days saved
                            1 billion Google searches
                            are performed daily
                            70% of B2B buyers use a
                            search engine at the start
                            of their buying process

• More than 85% of searchers click on the organic
  side of search
• Forbes Effectiveness Study calls SEO is the most
  effective marketing tactic for generating conversions,
  outranking paid search (PPC) and email marketing.
Optimizing Content on Your Site
                         • You need to win over influencers
                           as they progress through the
                           buying buying cycle

                         • Search trends evolve, you need
                           to predict or respond to changes

    • Buying cycles aren’t always linear, targeting key search
      terms enables you to stay ‘front of mind’ and reinforce
      your values through relevant content

    • There is a tail to search. A sale might come four clicks
      down the line after the searcher has viewed multiple
      content assets
Optimizing your Web Presence

  • Determine who your competitors are

  • Benchmark your web presence, your organic
    search rank and your backlink count

  • Track and tweak, track and tweak, track and
    tweak your content

  • On average, this can take anywhere from one
    to three months

Remember it’s a conversation
With patience and passion you can influence conversations about your
brand. You need to establish distribution channels that enable people to
share content efficiently to enable discussions.

        • Use brand monitoring tools to identify conversations around
          your company and its products/services
        • Get involved to influence the discussion and give helpful
          advice and information
        • Distribute content via your own social networks
        • Use the B2B social networks of employees to spread the word
           • Create company page
           • Pos useful information to groups on LinkedIn.
           • Link company LinkedIn profiles to website for SEO
        • Adding informative rich media content to social sites like
          YouTube, Slideshare
Tools are a vehicle, not a

                          Stephen Rouse
                      Mobile 416-402-6876
                          Twitter: carouse
                 Web Address:

                      THANK YOU!

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