Putting the Public Back in Public Relations  ## Metadata - Author: [[Brian Solis, Deirdre K. Breakenridge]] | [[3. Resources/Authors/Brian Solis, Deirdre K. Breakenridge|Brian Solis, Deirdre K. Breakenridge]] - Full Title: Putting the Public Back in Public Relations - Category: #books - Kindle: [Open in Kindle](https://www.amazon.com/dp/B001UL3AEQ) - Document Tags: [[Marketing]] ## Document Notes ## Highlights - We can take off our marketing hats and have real conversations with people. ([Location 877](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=877)) - What if PR professionals took the time to read the publications or the blogs they pitch? • What if PR actually used and believed in the products or services they represented? • What if PR could be compelling without its reliance on hyperbole? • What if PR understood the dynamics and interworkings of the Web? • What if PR became the people participating in online communities among the very people they were trying to reach? ([Location 910](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=910)) - PR is no longer just about audiences. It’s now about people. ([Location 928](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=928)) - You are among the new catalysts for change, and in the process, you’re going to become more successful than you thought possible in ([Location 930](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=930)) - PR. ([Location 931](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=931)) - PR is about people and relationships, not just new tools. ([Location 931](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=931)) - Elevate the message. 2. Inform, don’t persuade. 3. Write with balance. 4. Include traditional and New Media. 5. Be informative. 6. Provide resources and add links. 7. Use available Social Media channels to open up and distribute dialogue. 8. Listen. 9. Converse. 10. Learn. ([Location 2259](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=2259)) - It’s not just about the ability to connect with people. It’s about creating, cultivating, and promoting a strategic online presence and personal brand. Remember, participation is marketing. This is your online identity and your online brand. It’s yours to create, cultivate, define, and manage. ([Location 3153](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=3153)) - 1. Determine your value proposition and the most likely markets that will benefit from your news. 2. Humanize and personalize the ([Location 3255](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=3255)) - story. One version no longer cuts it. 3. Identify the people you want to reach and how they prefer to see information. 4. Read and watch their work. 5. Participate in their communities and use their tools of choice (but as a person first, not as a PR spammer). Don’t start pitching right out of the gate. 6. Monitor the vibe and how people share information within their communities. Learn the dynamics and the rules of engagement. Listen. Learn. Respect. 7. Don’t pitch. Stand out. Be compelling. 8. Use a variety of approaches but without spamming. 9. Don’t forget the traditional tools that work. Make sure that you cultivate relationships ([Location 3257](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=3257)) - 10. Repeat the previous steps as you move across the disparate groups of people you need to reach. This is how to do PR across the bell curve of customer adoption and in the Long Tail. ([Location 3267](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=3267)) - This is the socialization of • Communications • Advertising • PR • Customer service • Product development ([Location 3637](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=3637)) - Interactive • Sales ([Location 3642](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=3642)) - The Four Tenets of the Community Manager ([Location 3811](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=3811)) - A Community Advocate ([Location 3815](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=3815)) - Brand Evangelist ([Location 3819](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=3819)) - Savvy Communication Skills, Shapes Editorial ([Location 3822](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=3822)) - Gathers Community Input for Future Product and Services ([Location 3828](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=3828)) - We can simplify the process this way: 1. Identify targets. 2. Determine traditional and new voices that influence those groups. 3. Rank those individuals based on ([Location 4298](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=4298)) - their willingness to be part of an embargoed news launch and their news-related authority (A-, B-, or C-list, for example). Less is more here, so focus on a tighter set of those who popularize your A group. Don’t forget to include your A-list of traditional newsmakers, as well. 4. Draft the release and news summary, and organize (or create) supporting artwork, video, and examples. 5. Determine the embargo date and time. 6. Reach out in advance to new and traditional contacts to begin discussions about embargoed news. Request their participation, and gauge their interest. Do not send embargoed materials without consent. 7. Follow up with all supporting ([Location 4301](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=4301)) - materials. ([Location 4308](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=4308)) - 8. Coordinate the release of news at the specific day and time. 9. Issue search engine–optimized (SEO) releases over the wire. 10. Reach out to other relevant contacts to share the news with them, based on their preferences for contact (from the left to the right of the bell curve). 11. Listen, observe, participate (with appropriate reactions), and answer questions across the Social Web. 12. Build a bigger story to take to more prominent business reporters; leverage the Google “juice” that’s now bolstering your story courtesy of the barrage of simultaneous online coverage. 13. Identify midtier bloggers who write about your industry, competitors, and products. Find a way to keep them involved in a more dedicated relationship ([Location 4309](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=4309)) - program ([Location 4317](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=4317)) - driven by news and one-off stories. ([Location 4318](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=4318)) - Identify ([Location 4826](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=4826)) - the ([Location 4826](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=4826)) - criteria ([Location 4826](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=4826)) - measure ([Location 4829](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=4829)) - define realistic goals ([Location 4831](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=4831)) - visitors ([Location 4833](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=4833)) - conversion ([Location 4834](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=4834)) - new registered users ([Location 4836](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=4836)) - Increase online leads or ([Location 4836](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=4836)) - Reduce ([Location 4838](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=4838)) - Increase the total number of conversations ([Location 4839](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=4839)) - Grow inbound links to our ([Location 4840](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=4840)) - blog ([Location 4842](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=4842)) - reverse-engineer the actions, ([Location 4844](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=4844)) - Estimate the cost of that activity and compare it against other branding activities, such ([Location 4848](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=4848)) - Objective—Reduce ([Location 4851](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=4851)) - Actions—Identify ([Location 4853](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=4853)) - Programs—Carry ([Location 4855](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=4855)) - Tools—Google ([Location 4859](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=4859)) - Measurement—Quantity ([Location 4861](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=4861)) - 1.Observe—Observe the communities and cultures that define your target networks. 2.Listen—Discover and pay attention to important conversations related to your brand. 3.Identify—Identify your key communities and networks based on the frequency of those conversations and where they occur. 4.Internalize—Dissect, analyze, and learn from feedback and dialogue. 5.Route—Channel information internally to the appropriate groups (for example, Service, Marketing and PR, Community, Corporate Communications, Crisis, Product Development). 6.Process—Determine ([Location 5071](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=5071)) - opportunities to improve products or services and to implement change. 7.Participate—Engage with your customers, constituents, stakeholders, and influencers (both in the real world and online). 8.Provide feedback and insight—Consistently monitor the discussions to learn and to provide information that actively positions you and your company as a helpful resource to the communities important to you (this is building and maintaining relationships). 9.Repeat—The process is always ongoing. ([Location 5079](https://readwise.io/to_kindle?action=open&asin=B001UL3AEQ&location=5079)) ## Related by Author - [[3. Resources/Readwise/Books/Engage|Engage]]