Leveraging On-line PR Strategies

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Leveraging On-line PR Strategies Tools

• Wired World Expo
• Nonprofit Communications Network
• July 19, 2002

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PR Defined

• PR is building relationships with your target
  audiences by building relationships with those
  who have influence over you target audiences.

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On-line PR Qualities

• Interactive
• Human
• Beyond mainstream

4
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

5
On-line Tactics

• News releases (140 free sites)
• On-line press rooms
• Linking programs
• Search engine submissions
• Article or case study submissions
• Newsgroup seeding

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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 _at_Media Map
  and sites like www.davidlidsky.com of FSB

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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

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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 cant
  manage monthly

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Case Studies, Awards, Eager Outlets

• Fast Companys Fast 50
• Hundreds of Web site-related awards
• 3K on-line outlets and Web journalists like
  GoBizKC.com

10
Newsgroup Seeding

• Sometimes its best to defer to an expert Eric
  Ward or iKnowledgeconsultants
• Share great knowledge and a great
• sig line

11
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

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Words of Warning

• Dont be the last to know
• http//www.moreover.com
• Dont be rogued
• http//www.business2.com/articles/mag/0,1640,1300
  7,FF.html
• Less is more

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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.

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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
  ?article1012

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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

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On-line Resources Tools

• Jeff Herrington
• http//www.jeffherrington.com/
• Shel Holtz
• http//www.holtz.com/
• Steve Krug
• http//www.sensible.com/

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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.co
  m

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Contact Us

• Brenda K. Clevenger, ABC
• Proprietor
• 816-221-2828
• Brenda_at_CornerBarPR.com
• Richard B. Barger, ABC, APR
• Chief Curmudgeon
• 816-942-2228
• Rich_at_CornerBarPR.com
• CornerBarPR
• http//www.CornerBarPR.com