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© Jason Kintzler | pitchengine.com | 2010 PR Evolved.

PR Evolved

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How the PR process has changed over a century and why the press release must evolve.Presentation for Social Fresh Portland.

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Page 1: PR Evolved

© Jason Kintzler | pitchengine.com | 2010

PR Evolved.

Page 2: PR Evolved

© Jason Kintzler | pitchengine.com | 2010

The Press Release was invented in 1906…

Page 3: PR Evolved

© Jason Kintzler | pitchengine.com | 2010

Page 4: PR Evolved

© Jason Kintzler | pitchengine.com | 2010

For 100+ years, journalists were THE key to the public relations process.

Page 5: PR Evolved

© Jason Kintzler | pitchengine.com | 2010

Page 6: PR Evolved

© Jason Kintzler | pitchengine.com | 2010

Page 7: PR Evolved

© Jason Kintzler | pitchengine.com | 2010

Page 8: PR Evolved

© Jason Kintzler | pitchengine.com | 2010

Page 9: PR Evolved

© Jason Kintzler | pitchengine.com | 2010

engaging content

journalists

consumers

bloggers

PR today is about influencers

Page 10: PR Evolved

© Jason Kintzler | pitchengine.com | 2010

journalists

consumers

bloggers

friends, fans, followers

PR today is about influencers

engaging content

Page 11: PR Evolved

© Jason Kintzler | pitchengine.com | 2010

EngagingLivingAudience ValueConversational

Page 12: PR Evolved

© Jason Kintzler | pitchengine.com | 2010

Social PR Case Study

Small business Sparta, TN

TwitterYouTubeFacebook

PitchEngine release shared to networks with contextGoal to sell 300

$1,600 kayaks in 2009

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© Jason Kintzler | pitchengine.com | 2010

Social PR Case Study

Traffic Summary Week of March 23-29Monday             433% spike in trafficTuesday         1100% (day shared via Facebook)Wednesday      416% Thursday          516% Friday                483% Saturday            466%

Referring Sites accounted for 63.24% of traffic 84% of traffic generated from social networks via PitchEngine release3% of traffic PFS blogs10% of traffic traditional PR distribution methods2% of traffic pitchengine.com1% other

Deirdre BreakenridgeBook Announcement

Page 14: PR Evolved

© Jason Kintzler | pitchengine.com | 2010

STEPS TO (MODERN DAY) PR SUCCESS

Cultivate your networks

Focus on content that provides value to your audience

Rethink the metrics for success

Listen, respond, repeat

Page 15: PR Evolved

© Jason Kintzler | pitchengine.com | 2010

Jason [email protected]@jasonkintzler