90+ Social PR Secrets To Get More Publicity in 2016

Social  PR  Secretsby  Lisa  Buyer

1@LisaBuyer

Chapter  1:  Social  PR  Evolution  and  Revolution

Chapter  2:  Today’s  Media  Relations

Chapter  3:  The  New  Press  Release

Chapter  4:  Content  Strategy

Chapter  5:  Editorial  Calendar

Chapter  6:  Online  Newsrooms

Chapter  7:  The  Art  and  Science  of  Social  Publishing

Chapter  8:  Managing  a  Community

Chapter  9:  Dial  into  Social  PR  Customer  Service  – NEW

Chapter  10:  Jump  Into  Any  News  Story

Chapter  11:  Distribution,  Amplification,  and  Promotion

Chapter  12:  Live  Streaming  PR  Secrets  – NEW

Chapter  13:  Podcasting  for  Social  PR– NEW

Chapter  14:  Mobile  and  Social  PR  Hook  Up

Chapter  15:  The  Rise  of  Visual  Reporting

Chapter  16:  Visual  PR  Secrets  – NEW

Chapter  17:  Scoring  Influence

Chapter  18:  Measurement,  Analytics,  and  Google

Chapter  19:  Avoiding  a  PR  Disaster

Chapter  20:  Strategy  for  Tragedy

Chapter  21:  Optimizing  an  Event  for  Social  PR

Chapter  22:  Social  PR  Collaboration  #FTW

Chapter  23:  Facebook  PR  Secrets  

Chapter  24:  Instagram  PR  Secrets  – NEW

Chapter  25:  Snapchat  Secrets  and  Savviness  – NEW

Chapter  26:  Pinterest  PR  Secrets  – NEW

Chapter  27:  LinkedIn  PR  Secrets  – NEW

Chapter  28:  Twitter  Social  #PR  Secrets  

Chapter  29:  Stay  Namaste  Sane  in  Social  Media– NEW

Chapter  30:  Social  PR  Wisdom

Table of Contents

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Sarah  EvansIntroduction

Social  PR  Secrets  3rd Edition  2016  

Consider  Social  PR  Secrets  the  communication  professional’s  modern-­day  beginner’s  handbook.  It  may  appear  to  have  a  light-­ hearted  or  whimsical  approach,  but  therein  lies  its  brilliance.The  non-­threatening  format  allows  anyone  to  feel  comfortable  reading  while  they  are  exposed  to  tactical  and  practical  public  relations  tips.  

Guy  Kawasaki  Foreword

Social  PR  Secrets  3rd Edition  2016  

We  are  fortunate  that  Lisa  has  written  this  book  to  help  PR  people  understand  this  brave,  new  world.  She  provides  tactical  and  practical  methods  to  combine  the  best  of  both  worlds.  We’re  lucky  that  she  has  done  this  for  marketers,  PR  people,  and  entrepreneurs.  

Guy  Kawasaki  Foreword

Social  PR  Secrets  3rd Edition  2016  

We  are  fortunate  that  Lisa  has  written  this  book  to  help  PR  people  understand  this  brave,  new  world.  She  provides  tactical  and  practical  methods  to  combine  the  best  of  both  worlds.  We’re  lucky  that  she  has  done  this  for  marketers,  PR  people,  and  entrepreneurs.  

Social  PR  Evolutions  &  RevolutionsChapter  1

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Social  media  has  the  power  to  make  or  break  a  brand  in  a  

snippet  of  text.

cc:   Liam  Higgins  -­‐ https://www.flickr.com/photos/72441891@N007@LisaBuyer

Transparency  and  authenticity  still  wins.

cc:   GollyGforce  -­‐ Living  My  Worst  Nightmare  -­‐ https://www.flickr.com/photos/20581458@N008@LisaBuyer

Today's  Media  RelationsChapter  2

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Create  a  Twitter  list  for  your  media  target  natively  in  Twitter.  Make  it  public  so  they  can  see  

you  added  them.

cc:   shawncampbell   -­‐ https://www.flickr.com/photos/59077136@N0010@LisaBuyer

Think  like  your  audience.

cc:   Davide  Restivo  -­‐ https://www.flickr.com/photos/43698630@N0011@LisaBuyer

The  NEW  Press  ReleaseChapter  3

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It’s  better  to  send  out  1  press  release  a  month  that  is  

substantial  than  4  that  are  all  fluff.

cc:   ginnerobot  -­‐ https://www.flickr.com/photos/78011127@N0013@LisaBuyer

Break  the  press  release  up  into  5  to  10  newsworthy  Tweets  with  a  link  to  the  story  on  the  corporate  

blog/company  newsroom.

cc:   DubaiFM  -­‐ https://www.flickr.com/photos/84208998@N0014@LisaBuyer

Content  StrategyChapter  4

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Content  is  about  them.  Not  you.

cc:   Brandon   Christopher  Warren  -­‐ https://www.flickr.com/photos/92694860@N0017@LisaBuyer

Editorial  CalendarChapter  5

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The  social  PR  editorial  calendar  isn’t  designed  to  be  

a  top-­‐secret  document.

cc:   Ninja  M.  -­‐ https://www.flickr.com/photos/30359603@N0319@LisaBuyer

In  the  Social  PR  world,  there  is  NO  such  thing  as  a  template.

cc:   davedehetre  -­‐ https://www.flickr.com/photos/22433418@N0420@LisaBuyer

Online  NewsroomsChapter  6

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Make  your  newsroom  content  mobile-­‐friendly

cc:   chase_elliott  -­‐ https://www.flickr.com/photos/19746950@N0022@LisaBuyer

94%  of  journalists  surveyed  said  that  having  photos  in  an  online  newsroom  is  important.

cc:   The  PIX-­‐JOCKEY   (visual   fantasist)  -­‐ https://www.flickr.com/photos/18583731@N0723@LisaBuyer

Art  &  Science  of  Social  PublishingChapter  7

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Write  like  a  social  news  reporter  and  leave  the  selling  

out.

cc:   Jösé  -­‐ https://www.flickr.com/photos/9985167@N0425@LisaBuyer

Share  third-­‐party  content.

cc:   John  Flinchbaugh   -­‐ https://www.flickr.com/photos/7327560@N0626@LisaBuyer

Managing  a  CommunityChapter  8

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Connectors  make  savvy  Social  PR  Managers.  Salesmen  do  

NOT.

cc:   John  Flinchbaugh   -­‐ https://www.flickr.com/photos/7327560@N0628@LisaBuyer

Think  outside  the  box.

cc:   Ben  Mortimer  Photography  -­‐ https://www.flickr.com/photos/71768083@N0729@LisaBuyer

Dialing  into  Social  PR  Customer  ServiceChapter  9

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Social  media  is  the  new  1-­‐800  number

cc:   hyku  -­‐ https://www.flickr.com/photos/12734746@N0031@LisaBuyer

Personalizing  your  messaging  is  key  to  social  customer  

service.

cc:   fractalx  -­‐ https://www.flickr.com/photos/95575701@N0032@LisaBuyer

Jump  Into  Any  News  StoryChapter  10

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Content  comes  first.  PR  comes  second

cc:   andrechinn   -­‐ https://www.flickr.com/photos/16167252@N0034@LisaBuyer

Be  quick.

cc:   jeff_golden  -­‐ https://www.flickr.com/photos/46868900@N0035@LisaBuyer

Distribution,  Amplification,  &  PromotionChapter  11

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Reporting  your  company’s  news  content  in  a  Facebook-­‐friendly  way  is  the  first  step  to  driving  quality  visitors  to  your  website  or  blog

cc:   bengrey  -­‐ https://www.flickr.com/photos/28196992@N0737@LisaBuyer

Show  a  different  side  of  your  company  by  sharing  inspirational  

pictures  and  reach  a  global  audience  in  a  very  mobile  and  visual  way.

cc:   Jiahui  Huang  -­‐ https://www.flickr.com/photos/27237408@N0338@LisaBuyer

Live  Streaming  PR  SecretsChapter  12

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“Livestreaming  is  the  missing  link  between  television  &  social  

media"-­‐Cathy  Hackle

cc:   JavierPsilocybin  -­‐ https://www.flickr.com/photos/70154861@N0040@LisaBuyer

Have  an  influencer  take  over  the  account.

cc:   thecomeupshow   -­‐ https://www.flickr.com/photos/22257051@N0741@LisaBuyer

Podcasting  PR  SecretsChapter  13

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Think  about  search-­‐friendliness  for  your  podcast  

&  episodes.

cc:   Jeffrey  Beall  -­‐ https://www.flickr.com/photos/31437555@N0043@LisaBuyer

Don’t  ask  a  podcast  host  to  be  on  their  podcast  just  so  you  can  promote  your  wares.

cc:   tranchis  -­‐ https://www.flickr.com/photos/25813335@N0044@LisaBuyer

Mobile  &  Social  PR  Hook  UpChapter  14

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A  mobile-­‐friendly  website  or  blog  is  good  Social  PR.

cc:   .reid.  -­‐ https://www.flickr.com/photos/29406311@N0446@LisaBuyer

PR  Mistake:The  company’s  contact  information  is  on  the  home  page  but  is  part  of  an  image,  instead  of  HTML.  -­‐ Joe  Laratro

cc:   Joaquin  Villaverde  Photography  -­‐ https://www.flickr.com/photos/46078235@N0347@LisaBuyer

Rise  of  Visual  ReportingChapter  15

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Adding  a  strong  photo,  video,  and/or  a  downloadable  file  to  a  press  release  distribution  can  increase  your  online  

visibility  by  10  times  the  views.

cc:   alexblanck  -­‐ https://www.flickr.com/photos/57527425@N0649@LisaBuyer

Check  out  Twitter  Cards  to  add  visual  impact  from  your  

content  to  Twitter.

cc:   Zeusandhera   -­‐ https://www.flickr.com/photos/55476234@N0050@LisaBuyer

Visual  PR  SecretsChapter  16

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Images  are  the  key  to  grabbing  the  attention  of  your  

audience

cc:   Paul  Nicholson   -­‐ https://www.flickr.com/photos/82879511@N0052@LisaBuyer

Canva  offers  free  access  to  a  wide  assortment  of  design    

tools.

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Scoring  InfluenceChapter  17

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There’s  some  correlation  between  number  of  +K’s  

earned  and  high  Klout  scores

cc:   adrants  -­‐ https://www.flickr.com/photos/93461622@N0055@LisaBuyer

Social  media  popularity  (in  terms  of  number  of  friends  and  

followers)  does  not  equate  to  influence.

cc:   amanda.venner  -­‐ https://www.flickr.com/photos/30863759@N0656@LisaBuyer

Measurement,  Analytics,  &  GoogleChapter  18

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The  most  important  analytics  are  what  matters  most  to  

your  business  goals.

cc:   tiffa130  -­‐ https://www.flickr.com/photos/23682502@N0458@LisaBuyer

Think  beyond  the  obvious  KPIs  such  as  number  of  followers  and  quantity  of  visitors.

cc:  Me2  (Me  Too)   -­‐ https://www.flickr.com/photos/67689349@N0859@LisaBuyer

Avoiding  a  PR  DisasterChapter  19

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Do  NOT  treat  social  media  as  a  silo.

cc:   Leo  Reynolds  -­‐ https://www.flickr.com/photos/49968232@N0061@LisaBuyer

Develop  a  company-­‐wide  social  media  policy  that  clearly  defines  both  acceptable  and  unacceptable  

behavior  on  social  media

cc:   theqspeaks  -­‐ https://www.flickr.com/photos/83261600@N0062@LisaBuyer

Strategy  for  TragedyChapter  20

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About  50%  of  consumers  think  a  brand’s  Facebook  page  is  more  useful  than  a  

brand’s  website

cc:   Lori  Hartman  Designs  -­‐ https://www.flickr.com/photos/64253809@N0464@LisaBuyer

In  a  time  of  tragedy  or  crisis,  check  out  sources  and  be  sure  

to  fact-­‐check.

cc:   Curtis  Gregory  Perry  -­‐ https://www.flickr.com/photos/33124677@N0065@LisaBuyer

Optimizing  an  Event  for  Social  PRChapter  21

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Live  tweeting  or  blogging  during  an  event

cc:   Alfred  Hermida  -­‐ https://www.flickr.com/photos/13238706@N0067@LisaBuyer

After  the  event,  create  strong  visuals  using  slideshows  to  tell  

the  story  of  the  event.

cc:   adamtr  -­‐ https://www.flickr.com/photos/28991097@N0068@LisaBuyer

Social  PR  Collaboration  #FTWChapter  22

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Create  a  shared  calendar  with  everyone  who  contributes  to  

your  editorial  efforts.

cc:   oschene   -­‐ https://www.flickr.com/photos/53416300@N0070@LisaBuyer

Use  a  social  collaboration  platform  like  Asana.

cc:   orcmid  -­‐ https://www.flickr.com/photos/91555706@N0071@LisaBuyer

Facebook  PR  SecretsChapter  23

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Write  simply.Quality  vs  Quantity.

cc:   Gabriel  'Briel'  Rocha  -­‐ https://www.flickr.com/photos/25398881@N0473@LisaBuyer

Inspire.

cc:   Photosightfaces  -­‐ https://www.flickr.com/photos/30595068@N0674@LisaBuyer

Instagram  PR  SecretsChapter  24

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Be  the  first  to  know  about  new  features  or  changes.  Subscribe  to  Instagram’s  business  blog.

cc:   Shawn  Harquail  -­‐ https://www.flickr.com/photos/55648226@N0376@LisaBuyer

It’s  not  about  you,  it’s  about  your  community.

cc:   Jordi  Payà  Canals  -­‐ https://www.flickr.com/photos/24630636@N0377@LisaBuyer

Snapchat  SecretsChapter  25

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Customize  and  download  your  own  Snapcode

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“We  are  not  the  sum  of  everything  we  have  said  or  done  or  experienced  or  

published—we  are  the  result.  We  are  who  we  are  today,  right  now.”  — Evan  Spiegel,  

CEO  of  Snapchat

cc:   flow14  -­‐ https://www.flickr.com/photos/77971972@N0080@LisaBuyer

Pinterest  PR  SecretsChapter  26

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Schedule  your  pins  out  for  your  campaign.  Tool:  Tailwind

cc:   Nrbelex  -­‐ https://www.flickr.com/photos/91351004@N0082@LisaBuyer

Create  a  secret  board  while  working  with  a  brand  or  co-­‐partnering  with  a  brand!

cc:   JD  Hancock  -­‐ https://www.flickr.com/photos/83346641@N0083@LisaBuyer

LinkedIn  PR  SecretsChapter  27

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“People  spend  time  on  other  social  networks,  but  invest  time  

in  LinkedIn.”– Jason  Miller

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Write  every  day  and  as  much  as  you  can  using  LinkedIn’s  blog-­‐like,  

long-­‐form  content  updates.

cc:   la_farfalla_22  -­‐ https://www.flickr.com/photos/14844674@N0586@LisaBuyer

Twitter  Social  PR  SecretsChapter  28

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Want  to  get  someone’s  attention  on  Twitter?  Like  one  of  their  tweets  with  a  click  of  a  heart!

cc:   swanky  -­‐ https://www.flickr.com/photos/88607481@N0088@LisaBuyer

Monitor  activity  via  a  platform  such  as  Tweetdeck.

cc:   homard.net  -­‐ https://www.flickr.com/photos/49548883@N0089@LisaBuyer

Namaste  SaneChapter  29

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The  hardest  part  is  getting  started.  Just  hit  the  start  

button,  and  things  get  easier.

cc:   PhotoGraham  -­‐ https://www.flickr.com/photos/82278008@N0091@LisaBuyer

Clear  off  your  desktop  every  day  before  and  after  work.

cc:   thinkdanijel  -­‐ https://www.flickr.com/photos/40788108@N0892@LisaBuyer

Social  PR  WisdomChapter  30

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“Be  passionate,  tell  personal  stories,  and  be  real.”–Tony  Hsieh,  Delivering  Happiness.

cc:   Silicon  Prairie  News  -­‐ https://www.flickr.com/photos/38190880@N0694@LisaBuyer

Define  your  own  way,  your  own  structure  for  operating,  and  the  creative  processes  that  drive  your  purpose  and  objectives.

cc:  woodleywonderworks   -­‐ https://www.flickr.com/photos/73645804@N0095@LisaBuyer

About  the  Author

96@LisaBuyer

When  it  comes  to  balancing  relationships,  Lisa  Buyer  

believes  the  practice  of  PR,  social  media,  and  SEO  is  

exponential.

97@LisaBuyer

98@LisaBuyer