How to Use Social Media Effectively for PR

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Tips and Tools on how to use Social Media Effectively for PR


  • 1. Webinar on How to Use Social Media Effectively for PR April 6, 2011

2. The Marketing and PR Team 3. Agenda

  • Introduction
  • Why is Social Media Important for PR Today
  • Integrating Traditional and Digital PR
  • What is the Future of the Press Release
  • How to Write a Social Media Press Release
  • What is your Social Media PR strategy?
  • Social Media Tips and Tools for Public Relations

4. Nancy Shapira-Aronovic

  • The Founder and Manager of shapira marketing
  • Former Director of Corporate Marketing for the Formula
  • 20+ years experience in Marketing Management, AR and PR for Hi-Tech Companies
  • Mentor for the Ben-Gurion Honors MBA Program
  • Lecturer on PR, Analyst Relations and Social Media
  • Blogger on Marketing, Social Media and PR
    • Technology PR, AR and Social Media Linkedin Group
    • Shapira Marketing on Facebook

5. shapira marketing

  • We offer Public Relations (PR), Industry Analyst Relations (AR), Traditional and Social Media Marketing Services

6. Our UK Partner - Patrick Smith

  • Over 10 years experience of running and managing PR and marketing campaigns
  • Previously UK MD of a telecoms specialist PR agency
  • A proven track record of success through strategic consultation and media relations
  • Launched Good Technology in Europe
  • Increased sale value of clients by over 50m
  • Ran campaigns for FTS, Flash Networks, LocatioNet, Mobixell, as well as Thales, iFone and End2End

7. Why is Social Media Important for PR

  • Because facebook is the largest platform in the world
  • Because social media is fast growing to be an integral part of Marketing and PR
  • Because it is not just for B2C
  • Because the Journalists Use it

8. Social Media Map Then 9. And NowWhats Next ? 10. Whois Using Social Media?

  • 88% of Internet Users have used Social Media
  • Facebook has 500+ million users
  • Twitter has 175+ million users
  • LinkedIn has 100+ million users
    • Still think your audience isnt participating?

11. 12. 13. How Important is Social Media for PR?

  • More than two-thirds (67%) of senior-level public relations (PR) professionals say their companies are now engaging in social media on some level and 69% say social media will be a top priority for PR in 2011, according to a survey from Vocus . Fully 80% of PR professional say social media will be more important in the coming year.
  • Surveyed PR professionals say social media is maturing in their companies:
    • 25% say their companies contribute value via social media content.
    • 23% are sharing brand-related stories via social channels.
    • 19% are participating in social conversations.
  • Read more:

14. The Marketing/PR Mix for 2011 15. Social Media for B2B

  • 93% of all b2b marketers are engaged to some extent in social media marketing , with the most-used channel, LinkedIn, employed by 72% of survey respondents. Facebook (71%) and Twitter (67%) are nearly as popular, and together these three form the core of most b2b marketers' social media programs. The online survey was conducted in January and February, and attracted 577 respondents.

16. Integrating Traditional and Digital PR

  • The Old Rules of PR 1.0
  • The New Rules of PR 2.0
  • Different ChannelsDifferent Goals


  • Just a few editors and journalists saw the release
  • You had to have significant news for a PR
  • The only way your buyers would learn about the press releases content was if the media wrote a story about it.
  • The only way to measure the effectiveness of press releases was through clip books, which collected every time the media deigned to pick up your release
  • ( David Meerman Scott, The New Rules of Marketing and PR,)

Ye Olde PR Rules 18. New Rules of PR

  • Dont just send press releases when big news is happening;
  • Create press releases that appeal directly to your target markets
  • Write releases with keyword-rich copy.
  • Create links in releases to deliver potential customers to landing pages on your website.
  • Optimize press release delivery for searching and browsing.
  • Drive people into the sales process with press releases.
  • (David Meerman Scott, The New Rules of Marketing and PR)


  • PR 1.0
    • Focus on Presentation and content dissemination
    • Controlled Messages
    • Feedback is a Linear process
    • Eloquence is Vital

The Differences between PR 1.0 and PR 2.0

    • PR 2.0
    • Focus on Conversation
    • Dialogue
    • Feedback is 24/7
    • Truth and Transparency

20. What are the goals for PR 2.0?

  • Do you want to:
  • Reach your buyers directly?
  • Drive traffic to your website?
  • Achieve high rankings on search engines?
  • Attract buyers who are looking for what you offer?
  • Move people into and through the sales process?
  • Compete more effectively?
  • (David Meerman Scott, The New Rules of Marketing and PR)

21. Key Elements of PR 2.0

    • Press release content optimization for search engines, to help withSEOefforts
    • Promotion of press releases and thought-leadership content throughsocial mediasites, as well as participation in community discussions on these sites
    • Promotion through bloggers who are influential on relevant topics
    • Creation of an internal corporate or organization blog
    • Establishment of relationships with new media editors and publishers (online news sites, portal sites andezines )
    • Web-based press release distribution
    • Online press rooms
    • Automated monitoring of online press coverage of the organization, its products or services, and the use of its brands and trademarks, often through a service such asGoogle Alerts

22. What this means for PR:

  • Journalists now find stories using Twitter
    • We have to learn new skills to reach the media
  • Much more content / news now exists
    • Pitches have to be sharper to succeed
  • Much of the content wont get traditional media coverage
    • Writing has to fit the new medium & audiences

23. What next?

  • PR and social media will be focused around two core functions:
  • Content Creation
      • Blogs, video, press releases, bylines, Facebook pages, podcasts, etc.
  • Communication
      • Media relations, Twitter, Blog comments, LinkedIn Groups, Facebook status, etc.
  • You need to be able to use the relevant channels

24. Journalists are Using Social Media

  • 84 percent of journalists like to get pitched via email. In addition to email, these journalists also use Facebook (79 percent), LinkedIn (64 percent), and Twitter (58 percent) to search out potential stories.
  • It should be noted that the numbers for each of the social media platforms had gone up since the previous year, Facebook by more than 20 percentage points, LinkedIn by a more modest 13 percentage points and Twitter by more than 35 percentage points.
  • (PRNewswire Study, 2010)

25. Journalists Use Social Media 26. Why Do Journalist prefer new media?

  • There are short on time140 characters says it all!
  • It requires less effort and gives them the ability to produce more content in real time

27. Why is this good for you?

  • Journalist automatically follow your Twitter feeds if you tag them (with #)
  • Your PRs are more likely to be read
  • You can track opens on
  • Your PR will reach more sources and generate new leads

28. What is the future of the Press Release?

  • Cisco spends less time telling reporters and bloggers what it is we expect them to write, and more time helping them understand how what Cisco is doing might fit with their interests.
  • [I]ts pretty clear where the press release will go next :Its going to get shorter; link to more sources; be focused on simplification and explanation;and itll come in many more flavors.Practically speaking that means the press release of the future will deliver its content in text, video, SMS, microblog and podcast form, to any choice of device, whenever the reader decides
  • David McCulloch , director of public relations at Cisco Systems :

29. 30. 31. Building a Social Media PR Strategy

  • Identify the specific audience to reach and which social media channels they use
  • Set specific goals and objectives that can be measured.
  • Develop a strategy for reaching those goals with the intended audience.
  • Figure out which mix of tactics (blog, social networks, media sharing, microblogging, etc.)
  • Identify which specific social tools to use.
  • Put proper measurement tools in place and identify what events and outcomes to analyze.
  • Identify individuals and resources necessary to implement.
  • Plan for success and what it will take to scale when you succeed.

32. Maximize your PR Distribution Using Social Media

  • Post in your Corporate Twitter Account
  • Post inTwibesgroups (Twitter groups)
  • Post in Relevant LinkedIn Groups
  • Post inDigg ,Del.icio.usand other sharing groups
  • Post in relevant professional blogs
  • Post on Corporate Facebook page
  • Post on relevant Facebook Pages

33. PR Social Media Tips and Tools

  • AllTop :The purpose of Alltop is to help you answer the question, Whats happening? in all the topics that interest you.
  • Klout :This will allow you to identify some of the key conversation drivers in the areas you are interested in.
  • BackTweets :If you are running a campaign and want to see how much traffic has been driven to the 'target' of your activity, type it in here and you'll get an idea of how much that site address is being shared.
  • Wordle :Want to creatively present what a blog is all about? This does it for you in seconds. Especially useful if you want to get a quick overview about what a blogger writes / is passionate about.

34. PR Social Media Tips and Tools

  • Social Mention :Provides a quick reference look at what's recently been said about your subject of interest.
  • Google Trends :Planning on launching an activity? Run a quick search to see which time of year the world is talking about that subject the most.
  • BlogPulse :See who is writing about your brand or subject of interest in a flash.
  • Alexa :Check how a site / blog you're looking after is going. Check on the competition. See where you need to focus more effort..
  • SWiX -Social Media Analytics (paid)
  • Bing real-time Twitter search :It allows you to get the source of popular discussions, allowing you to trace it's development.
  • Your Pitch Sucks:Submit your draft pitch to public relations experts for a serious review. They will let you know whether or not your pitch is up to par

35. How to use 36. How to Use for Tracking PRs

  • Track Clicks
  • Tracks time and frequency of clicks
  • Track referral websites
  • Track regional clicks

37. How to Use for Tracking PRs 38. How to Use for Tracking PRs 39. Social Media Press Release Distribution Services

  • PitchEngine :Create a Pitch and share your news, announcement or promotion directly with your customers.
  • CNW :Think of CNW's Social Media Release as an add-on to your traditional news release - it provides the online audience with a place to go for multimedia content and conversation about your message.
  • PRX Builder :PRX Builder allows anyone to create an online press release (also known as a Social Media Release, or SMR). PRX Builder is a simple wizard that walks you through each step. Write your content, insert links, add images and video; everything you need is right here.

40. Social Platforms to Connect Journalists and PR professionals

  • There is also a growing demand for social platforms that make it easier for journalists and PR reps to contact one another.
  • PRNewswires ProfNet ,
  • NewsBasis
  • Media Kitty
  • Help a Reporter Out (HARO),

41. Help a Reporter Out 42. Twitter Chats for Sharing Info

  • Twitter chats seem to be popular among contemporary PR pros.
  • #B2Bchat on Twitter every Thursday for keeping up with social media trends and sharing knowledge
  • #pr20chat , a weekly exploration of social medias influence on public relations.

43. Social Media Monitoring/Optimization Tools

  • Tools likeHootsuite ,TweetDeck ,CoTweet ,Postling ,Vitrue ,Posterousand more, aim to make it easier for businesses posting and monitoring across different platforms.

44. All channels on one Dashboard 45. Social Media Learning Resources

  • Social Media Today
  • Mashable
  • Ecrossing - ebook on Social Media
  • Hubspot
  • PR Squared

46. Summary

  • Social Media is an integral part of PR today
  • The Rules are changingpay attention
  • Use Social Media to create relationships with journalists not just send out PRs
  • There are lots of tools to use to optimize your time

47. Advertisement

  • If Social Media is giving you a headache,
  • Dont Take an AspirinCall us

48. Social Media Workshops

  • Customized for Companies, Groups and Individuals
    • Competitive Benchmarking
    • Strategy Outline based on Marketing/Sales Goals
    • Creating a Phased approach to Social Media
    • Drill Down for each relevant Social Media Channel
    • Homework
    • Contact[email_address]

49. Social Media/PR Consulting, Execution and Training

  • Referrals
    • Nancys deep understanding of a company's public relations and online marketing needs is always very helpful in building the right mix of services and content. Nancy is always an extremely valuable partner of my marketing team and her continuous efforts, initiatives and genuine concern for the company's success are always of great value. Mona Yona Popillan, InfoginMarch 29, 2011
    • Nancy is a true professional with deep and vast knowledge of the Social Media arena. She and her team provided us with invaluable information, guidance and support in the field. With Nancy's rich knowledge and pleasant personality she makes a great partner to companies seeking to enhance their Social Media presence.Thom Rosing, Optiway, April 1, 2011


  • nancy shapira-aronovic
  • manager,shapira marketing
  • Cell: 054-4863888
  • Email:
  • Twitter: nancyshapira
  • Blog: http://shapiramarketing/blog
  • Web:
  • Linkedin: http://www.linkedin/in/nancyshapira
  • Facebook:
  • Skype: nancyshapira