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Leveraging On-line PR Strategies & Tools. Wired World Expo Nonprofit Communications Network July 19, 2002. PR Defined. PR is building relationships with your target audiences by building relationships with those who have influence over you target audiences. On-line PR Qualities.
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Leveraging On-line PR Strategies & Tools Wired World Expo Nonprofit Communications Network July 19, 2002
PR Defined PR is building relationships with your target audiences by building relationships with those who have influence over you target audiences.
On-line PR Qualities • Interactive • Human • Beyond mainstream
On-line PR Defined • Use Internet as extra communications channel • Tighten research & pitches w/online info • Monitor and influence discussion groups • Thinking beyond mainstream media
On-line Tactics • News releases (140 free sites) • On-line press rooms • Linking programs • Search engine submissions • Article or case study submissions • Newsgroup seeding
News Releases • Free vs. Paid (target, target, target) • Write w/search engines in mind • Include live links • Feed industry newsfeeds & groups • Brief, on-target pitches delivered how they like them • Learn what reporters are working on @Media Map and sites like www.davidlidsky.com of FSB
On-line Press Rooms • On-line audience demographics and behavior differ from print media demos • Version print materials for Web and electronic distribution • Make newsworthy info available via download 24/7
Link & Search Engine Programs • Linking — 101 Ways to Promote Your Web Site-Chapter 8 — or call Eric Ward • Value of Overture • Power of bait pages • Search engine work — farm it out if you can’t manage monthly
Case Studies, Awards, & Eager Outlets • Fast Company’s Fast 50 • Hundreds of Web site-related awards • ~3K on-line outlets and Web journalists like GoBizKC.com
Newsgroup Seeding • Sometimes it’s best to defer to an expert — Eric Ward or iKnowledgeconsultants • Share great knowledge and a great sig line
Our Experiences • Landing WSJ interview for client with zero face-to-face or phone contact • On-line Oscar PR campaign increased our Web traffic 50% • Maintaining relationships w/patrons from Spain to Scotland, Australia to Asia
Words of Warning • Don’t be the last to know http://www.moreover.com • Don’t be rogued http://www.business2.com/articles/mag/0,1640,13007,FF.html • Less is more
On-line PR Can Work A press release was distributed electronically for Suzy Locke, an art consultant who worked with Ellis Partners to commission a 3,000-pound bronze sculpture by San Francisco artist Brian Goggin for the roof of the EmeryTech building in Emeryville. Precisely 20 minutes later, Locke received an inquiry from a prospective client. He was delighted to read about her on the Internet, as he was interested in commissioning a large-scale sculpture and wasn't sure how to go about it.
On-line Resources & Tools • CornerBarPR links and resources http://www.cornerbarpr.com/bartools/links.cfm • Contacts On Tap™ media database http://www.cornerbarpr.com/cot/signup.cfm • “PR Bootstrapping – Ingenious Techniques on the Cheap” http://www.cornerbarpr.com/articles/overheard.cfm?article=1012
On-line Resources & Tools • Brenda K. Clevenger, ABC Group Renaissance http://www.GroupRen.com/ • Steve Crescenzo http://www2.ragan.com • Kristin Gambill http://www.iknowledgeconsultants.com
On-line Resources & Tools • Jeff Herrington http://www.jeffherrington.com/ • Shel Holtz http://www.holtz.com/ • Steve Krug http://www.sensible.com/
On-line Resources & Tools • Jakob Nielsen http://www.useit.com/ • Charles Pizzo http://www.charlespizzo.com/ • Eric Ward http://www.ericward.com/ or http://www.urlwire.com
Contact Us • Brenda K. Clevenger, ABC Proprietor 816-221-2828 Brenda@CornerBarPR.com • Richard B. Barger, ABC, APR Chief Curmudgeon 816-942-2228 Rich@CornerBarPR.com • CornerBarPR http://www.CornerBarPR.com
