Public Relations & Social Media Outreach

Three Types of Media

1. Paid - Advertising placements

2. Earned - Editorial coverage in the media, a.k.a "Publicity"

3. Owned - Websites, Blogs, e-Newsletters,

Social Media

What PR Firms Do

1. Media Relations - Coverage of projects & expertise by the media

2. Social Media - Managing and feeding our

clients' social media channels (Facebook, Twitter, blogs, etc.)

3. SEO - Improving how our clients' websites

rank organically when searched

Top Reasons for PR

The top objective of everything we do is to help our clients grow their businesses, as well as recruit and retain top talent.

● Win new clients● Earn repeat business of existing clients● Make the sales cylce/RFP process easier● Recruit & retain top talent

Strategies

For professional services firms, it's all about positioning you as experts in your field.

● Share your specialized expertise and point-of-view.

● Profile your projects.● Spread the word when you're highlighted

somewhere.

The Changing Media Landscape

The definition and role of "the media" has changed significantly in the past 3-5 years.● Recession = massive staffing cuts● Social Media has grown exponentially● It's unacceptable for a magazine to not also

have a blog and a regular e-mail update.● Newsrooms are doing more work with less

people = less depth of coverage

Media Relations

Press releases on your projects.- The press release is still PR's workhorse, but it's different now.- Transactional triggers are key to making it newsworthy: new projects, groundbreakings, completions, awards, LEED certifications, etc.- Short (400 words), direct narrative, not flowery or architect-speak. More like a quick-read executive summary with key points.- Press releases provide quick info about a project, and are also good background documents for establishing expertise for trend articles.- Online press release acts as a central info hub, with links to images, videos and other resources about the project.

Media Relations (con't)

● Develop an editorial calendar of potential opportunities in your target publications.

● Proactively pitch your expertise and projects to reporters/editors.

● Identify awards and rankings, particularly those given by media outlets.

Social Media & Online Outreach

The goal is to make you an expert on a specific topic and to make you easy to find, contact and engage.● Blog - This will be the central hub of all of your online activities where you

can share your insights, opinions, industry news, etc.

● e-Newsletter - Talking directly to your clients, prospective clients and anyone who has an interest in your firm or the given topic.

● Social Web - Facebook, Twitter, LinkedIn, Google+, etc.

Example:

Your firm featured/quoted in a story.1. Post to website - Highlight that you were "as seen/quoted in"

2. Share story online - Share story on Facebook, Twitter, Google+, etc.

3. Expand on the topic on your blog - Move the story forward and provide additional perspectives.

4. Share blog post - Share with publication, reporter and "fans" via social web.

5. e-Newsletter - Tell your contacts about the story, and your expanded thoughts. This builds credibility through 3rd party validation.

Expectations

● In-depth print coverage is a thing of the past. Articles will be short and photo-driven.

● It's the message, not the medium.○ Stop asking "Is it going to be in the print version,

too?" ○ Online coverage has more eyes and uses.

● Less control...and that's okay.● Embrace social media.● It's a lot more work!

Trends for 2012

● Brands as Publishers/Journalists○ Skip "traditional media" and talk directly to your

audience in an editorial voice (not salesy).○ Microsites, microsites, microsites○ Video will be huge.

● The media will continue to do more with less.○ PR folks are more necessary than ever, but will be

expected to act like embedded journalists, not brand representatives (no jargon, marketing-speak).

Trends for 2012 (con't)

● Social media is here to stay and will be bigger than ever.○ Integration in every thing you do is necessary.○ "Twit Pitch" - The pitch in 140 characters or less.

● SEO will grow as a PR function. ● Flash is a dead technology.

Thank You & Q&A

● Questions? Contact: Cooper Smith Kochcooper@coopersmithagency.com(214) 329-4477 office-direct(214) 755-5359 mobile/text