Transcript Introduction to Public Relations

Prepared by Dr. LaRae M. Donnellan, APR, CPRC
Professor & PR Sequence Coordinator
FAMU School of Journalism & Graphic Communication
“No PRessure: New Media, New Rules” PR Boot Camp
April 11-12, 2014
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Who Is David Meerman Scott?
Scott’s “Old Rules of PR”
◦ Gobbledygook
◦ Writer-based v. Reader-based Prose
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Scott’s “New Rules of Marketing & PR”
◦ The Long Tail of Marketing
◦ Reaching Your Publics Directly
◦ Newsjacking
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Online marketing strategist
◦ Has written several books, such as “The New
Rules of Marketing & PR,” which he first posts
online – soliciting feedback – before the books
are published.
◦ While VP of marketing for NewsEdge, he
discovered the effectiveness of publishing
online, rather than relying on traditional media
gatekeepers.
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Check out his website
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Traditionally, PR practitioners relied on media
gatekeepers (editors/reporters), who would
decide whether our stories were worth
publishing.
◦ We would pitch stories or send out news releases in
hopes the media would use them.
◦ Our success depended upon whether the traditional
mass media covered our events or other stories.
◦ The ultimate goal = the news clip
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Old Rule No. 1: The only way to get ink and
airtime was through the media.
Old Rule No. 2: Companies communicated to
journalists via press releases.
Old Rule No. 3: Nobody saw the actual press
release except a handful of reporters and
editors.
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We were taught to send out news releases
when we had “big” news to share.
◦ Targeting the “right” media has always been a
guideline.
◦ But too often, PR practitioners simply broadcast
their stories to “everyone” on a set mailing list.
◦ Thus, many PR practitioners have been discredited
and accused of “spamming.”
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Old Rule No. 4: Companies had to have
significant news before they were allowed to
write a press release.
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Because PR practitioners targeted reporters and
editors, jargon often was rampant.
◦ While trade journalists might understand some of the
jargon, most “regular folks” would not.
◦ News releases often would be filled with fluff words,
such as “innovate,” “unique,” “new and improved,” or
“working 120 percent.”
◦ Check out Scott’s
“Gobbledygook Manifesto” for
more examples.
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Old Rule No. 5: Jargon was OK because the
journalists all understood it.
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Using quotes
◦ Research tells us that readers and viewers are more
suspicious of advertising than of news.
◦ Therefore, we often try to get others – customers,
analysts, experts – to tell our story for us through
quotes in order to lend more credibility to our
messages.
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Old Rule No. 6: You weren’t supposed to send
a news release unless it included quotes from
third parties, such as customers, analysts and
experts.
 As you know, in your journalism courses, you
are required to use at least three sources.
 In general, this is still a good idea and should
be followed.
 However, some stories don’t need
three sources.
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Traditional media are still important.
◦ Getting positive stories about your client in targeted
media (e.g., Rolling Stone, Wall Street Journal, NBC’s
“The Today Show”) can be a game-changer.
◦ Although most of us will never get our clients
mentioned in the premier media, we can still reach
our publics through newspapers, magazines, radio,
TV and direct mail.
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Old Rule No. 7: The only way buyers would
learn about the press release’s content was if
the media wrote a story about it.
◦ When the media cover our story, this is called “third-
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party endorsement.”
Old Rule No. 8: The only way to measure the
effectiveness of press releases
was through clip books, which
noted each time the media
deigned to pick up a company’s
release.
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Old Rule No. 9: PR and marketing were
separate disciplines run by different people
with separate goals, strategies and
measurement techniques.
◦ Today, the focus is on integrated communication.
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Scott advises:
◦ Learn to ignore the “Old Rules.”
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New Rule No. 1: Marketing is more than just
advertising.
New Rule No. 2: PR is for more than just a
mainstream media audience.
New Rule No. 3: On the Web, the lines
between marketing and PR have blurred.
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Create “buyer personas,” or short biographies
about each of your publics.
◦ Give them names.
◦ Identify their particular needs & wants.
◦ Then target them.
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Buyer personas for FAMU:
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James & Judy Parents
Ivana Gotoo FAMU
Tonette the Leader
Jonah the Athlete
BOT Member (and so on)
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Think like a publisher.
◦ Understand your publics and what they NEED and
WANT.
◦ Become a “thought leader,” a source for information
when your publics are browsing or searching.
◦ First, solve people’s problems. Then, “sell” your
product or service.
◦ Deliver content when and where
it is needed.
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How to be a “thought leader”
◦ Cervélo Cycles gets the same number of search
engine hits as companies 10 times its size. Why?
 Cervélo includes content for people who are browsing
and those who are ready to buy.
 Viewers can download free audio interviews with top
riders, get detailed information about different bikes,
join its “exclusive Cervélo owners club,” visit the online
bicycle museum …
 Oh, and they can buy bikes, too.
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What are you “selling”?
What does Starbucks sell?
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A great place to hang out
A convenient place to meet
Free wireless Internet connection
Status symbol
Ground coffee beans
Oh, and great coffee
Check out Starbucks’ phone app
and interactive website.
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New Rule No. 4: You are what you publish.
New Rule No. 5: People want authenticity,
not spin.
New Rule No. 6: People want participation,
not propaganda.
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How do people find us?
◦ More often through “clicks” not “bricks”
◦ We’re leaving brick-and-mortar stores (e.g.,
shopping malls, movie theaters) for online sources.
 For example, movie theaters draw most customers
from within a 10-mile radius. But Netflix reaches
“everyone.”
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The Long Tail of Marketing
◦ We are shifting away from a focus on the relatively
few “hits” (e.g., Justin Bieber) to the great mass of
“niche” markets (e.g., local bands).
◦ The Internet has opened up the world for the
rest of us.
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80-20 Rule
◦ Pareto Principle: When applied to business, this means 80%
of your sales come from 20% of your clients.
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98 Percent Rule
◦ There’s a buyer for just about anything.
◦ For example, at Amazon.com, 98% of its top 100,000
books sold at least once a quarter.
◦ “Hits are great, but niches are emerging as the big new
market.” – Chris Anderson, author of “The Long Tail”
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Three forces of the Long Tail
1. Make it.
* There are far more niche goods than hits.
* Amateurs & small businesses compete with leaders.
2. Get it out there.
* Cost of reaching niches is falling dramatically.
3. Help me find it.
* Filters drive demand down the Tail.
* All those niches add up.
* The “natural shape of demand” is revealed.
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How Amazon.com targets its publics
What Do Customers Buy After Viewing This Item?
81% buy the item you viewed
7% buy this alternative
4% buy this alternative
THE LONG TAIL: WHY THE FUTURE OF... The Long Tail: Why the Future of...Hardcover
by Chris Anderson
MADE TO STICK: WHY SOME IDEAS SURVIVE... Made to Stick: Why Some Ideas
Survive...Hardcover by Chip Heath, Dan Heath
WIKINOMICS: HOW MASS COLLABORATION... Wikinomics: How Mass
Collaboration...Hardcover by Don Tapscott, Anthony D...
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New Rule No. 7: Instead of causing one-way
interruption, marketing is about delivering
content at just the precise moment your
audience needs it.
New Rule No. 8: Marketers must shift their
thinking from mainstream marketing to the
masses to a strategy of reaching vast numbers
of underserved audiences via the Web.
New Rule No. 9: Companies must drive people
into the purchasing process with great online
content.
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Use the power of social media.
Reach out to others and have them help tell
your story.
◦ Identify and follow relevant, connected bloggers.
◦ Comment on their sites.
◦ Create your own blog and share
information.
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Share videos, audio files,
photos, other links.
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Use keywords in headlines and throughout
your news release to increase “search engine
optimization” (SEO).
◦ When people search for you online, will they find
you among all of your competitors?
◦ Searchers often start with “head” keywords.
 More popular or frequently searched terms.
 For example:
 Fish tanks
 Jewelry
 Caribbean vacations
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Instead, use “long tail” keywords.
◦ Search terms are longer and more specific.
 For example:
 How to set up a fish tank
 Navajo turquoise and silver jewelry
 Caribbean diving vacations for families
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Explore popular keywords
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Writer-based prose
◦ Inexperienced writers often start with “writer-based
prose,” written from the client’s perspective.
◦ For example, imagine this text as the first words in a
brochure to attract high school students to FAMU:
 “Florida A&M University sits on the highest of
seven hills.”
◦ Would this attract high schoolers?
 What do high schoolers care about?
 Getting marketable skills, being in a
supportive environment, meeting new
friends, getting financial aid, having fun
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Reader-based prose
◦ Instead, create “reader-based prose” by focusing on
what your readers or viewers need or want.
◦ Imagine these are the first words a high schooler
might read in an online “brochure” about FAMU:
 “Are you looking to prepare for your dream career, study
with renowned and caring professors, meet interesting
students, and spend time in
a fun environment? Then
Florida A&M University is the
place for you!”
◦ Might these words be more
appealing to high schoolers
than the writer-based prose?
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Don’t write news releases only when you have
“big news.”
Rather, write releases that highlight your
expert ideas and stories.
◦ Distribute the releases directly to your buyers in
addition to traditional media.
◦ Help your publics find your
releases on search engines
and websites.
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Newsjacking
◦ Capitalizing on the popularity of a news story to tell
your own story.
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Examples
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Oreos & the Super Bowl
Hillary Clinton & the Super Bowl
Wilkinson razor & Valentine’s
Procter & Gamble and moms
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New Rule No. 10: The Internet has made
public relations public again after years of
almost exclusive focus on media.
New Rule No. 11: Blogs, online video,
e-books, news releases, and
other forms of online content
let organizations communicate
directly with buyers in a form
they appreciate.
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How the Internet has changed PR
◦ There are no limits to how much can be posted
(versus how much you can afford to print).
◦ Information is available 24/7.
◦ Information can be updated quickly.
◦ Web dissemination is cost-effective.
◦ Niche markets can easily be reached.
◦ Interactivity is possible (Q&A,
downloads, games, etc.).
◦ Links provide “deeper” information.
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Check out these links:
◦ American Cancer Society website
 Considered to be the “gold standard” of online
newsrooms
◦ National Wildlife Federation website
 Exceptional interactive site targeted to specific publics
◦ “Generation Like” video
 Amazing PBS documentary about youth & social media
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New Rule No. 12: PR is not about your boss
seeing your company on TV. It’s about your
buyers seeing your company on the Web.
New Rule No. 13: Marketing is not about
your agency winning awards. It’s about your
organization winning business.
New Rule No. 14: Social networks allow
people all over the world to share content
and connect with the people and companies
they do business with.
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For more proof of the power of adding social
media to your bag of PR tools, check out this
YouTube video:
◦ “The Social Media Revolution 2014”
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Enjoy the “No PRessure: New Media, New
Rules” PR Boot Camp!
Disclaimer: Most of the information for this PowerPoint was obtained from David
Meerman Scott’s book “The New Rules of Marketing & PR.”