1 2 3 How to Use Personalized PR to Create Big for your HR Business

How to Use Personalized PR to Create Big for your HR Business

Success with personalized PR is mounting, yet most companies still default to mass emails to large distribution lists.

Mass depersonalized emails aren’t effective. The companies that tailor communication to specific journalists stand out, and thus get more attention.

This webinar shows you how to get personal with PR.

Featured Presenter:William TincupConsultant, Speaker, DriveThruHR Co-Host

Guest Presenter:Heath HavlickMedia Relations Fisher Vista Marketing

Joined by: Mark WillamanFounder, HRmarketer and SocialEars HR

Follow Today’s Presentation on Twitter #socialearsFollow Today’s Presentation on Twitter #socialears

#socialears

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“Dear (NAME)” is NOT Personalization“Dear (NAME)” is NOT Personalization

Mass depersonalized emails flood journalists’ in-boxes, from dozens to hundreds per day. Amidst this deluge, the companies that tailor communication to specific journalists stand out, and thus get more attention.

1 2 3If Your Press Release eMail Distribution List

Includes More Than One Person, IT’S TOO BIG.If Your Press Release eMail Distribution List

Includes More Than One Person, IT’S TOO BIG.

Connect individually with all contacts—one at a time—and explain, based on their interests, why they should be interested in publicizing your news.

About You

About Me

Purpose of Email

Call-to-action

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The Three Steps of Personalized PR The Three Steps of Personalized PR

1. Identify Relevant Contacts

2. Become Familiar With Them

3. Communicate and Engage

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Identify Relevant ContactsIdentify Relevant Contacts

Identify the journalists and other influencers who have recently written about the topics presented in your content.

SocialEars HR software shows the trending topics, the journalists and top influencers engaged in the topic, and the content they are writing / sharing.

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Become Familiar With ThemBecome Familiar With Them

SocialEars HR maintains up-to-the-minute profiles for thousands of HR influencers with links to their social sites, the HR topics they are talking about on social, recent updates and links to the content they author and share.

Use this information as a starting point to building engagement.

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Communicate and EngageCommunicate and Engage

The goodwill generated by communicating individually with journalists in ways they appreciate is quite valuable.

Not only are mass emails less effective, they can even make a reporter less likely to want to do a story...

• Email • Commenting on blog posts• Tweets and other social media

communication (non-promotional)• Connecting on social

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‘Spray and Pray’ Still Plays a Role‘Spray and Pray’ Still Plays a Role

A major difference between personalized PR and “spray and pray” (PR wire and media list distributions) is that the former is best done on a regular basis—weekly or even daily—while the latter should be done only occasionally.

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Optimize Your ContentOptimize Your Content

The Content Analyzer on SocialEars identifies the trending topics in your news release, other suggested keyword topics, links to related (popular) content on these topics and influencers talking about these topics.

The new white paper, how big data can

improve your company’s recruiting, discusses

……..

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X WRONG

Click here to access this FREE white paper.

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Personalized PR, Time and SpeedPersonalized PR, Time and Speed

Personalized PR only has to be slow in the sense that sending individual emails and other targeted communication takes longer than mass emails.

But it improves your chances of getting your news in the publications, blogs, tweets and other social media posts that matter.

http://tech.fortune.cnn.com/2012/08/14/slow-pr/

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Success StoriesSuccess Stories

Tip: “TopicJacking” is the act of creating an association between your topic and a trending topic and author so that search engines will discover and rank your perspective more highly.

The SocialEars Content Analyzer identifies trending topics (and content) that relate to your news.

1 2 3The More You Do With Your News,

the Higher the EffectivenessThe More You Do With Your News,

the Higher the Effectiveness

www.hrmarketer.com/home/content_marketing.php

The infographic "Content Marketing: The Game" is a fun look at 14 methods that will help you win at the serious business of content marketing.

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ResourcesResources

How to Use Personalized PR to Create Big Buzz for your HR Business: www.hrmarketer.com/content/

SocialEars 7 day trial: www.socialears.com