New School PR Tactics: Evolving the Press Release to Drive New Outcomes

  • Published on

  • View

  • Download

Embed Size (px)


On-Demand Webinar: Presenters: Sarah Skerik,Vice President, Content Marketing, PR Newswire Beth Monaghan, Principal & Co-Founder, InkHouse Anne Donohoe, Managing Director and Director of Public Relations, KCSA Strategic Communications Stephanie Pflaum, Online Marketing Specialist, Fathom Jason Khoury, Communications Director, Jive Software


<p>Slide 1</p> <p> NEW SCHOOL PR TACTICS:Evolving the Press Release to Drive New Outcomes #PRNEDU</p> <p>PR Newswire is a subsidiary of United Business Media Limited, a leading global business media company that serves professional commercial communities around the world. OverviewTodays agenda4 condensed case studies Panel discussion Q&amp;A </p> <p>Other notes: Webinar archiveDeckWrap up blog post</p> <p>#PRNEDU</p> <p>Moderator: Sarah SkerikVP Content MarketingPR Newswire @sarahskerik</p> <p>Speakers#PRNEDU</p> <p>Beth MonaghanPrincipal &amp; Co-FounderInkHouse</p> <p>Jason Khoury Communications DirectorJive Software </p> <p>Jeff Corbin CEOKRSA Strategic Communications</p> <p>Jenni RammingerDirector of MarketingFathom </p> <p>Stephanie PflaumOnline Marketing Strategist Fathom </p> <p>Vibes Showrooming Press ReleaseBeth MonaghanJuly 18, 2013#PRNEDUOverviewGoal: Position Vibes executives as thought leaders for retail marketers Strategy: Conduct independent research to uncover the marketing challenges for retailers and the opportunities for mobile retail strategies Use data to insert Vibes into the discussion about showrooming, a hot button for the press and retailers#PRNEDUThe press release</p> <p>#PRNEDUThe results373% bump in coverage over previous quarterWSJ piece drove the top traffic day of the yearMedia placements in 50+ top-tier outlets Top Vibes prospects saw the report </p> <p>#PRNEDUWhy it workedTimely topic Research-driven content Contrarian point of view Practical strategies for combatting showrooming Advance timing to get ahead of the news cycleNarrative headline, optimized for reporter search queries Easy-to-understand contentNo jargon we used plain language Fact-based Long-term news value #PRNEDUResourcesRetooling the Press Release to its Intended Audience: The Press in News by Making Your Content Findable Headlines? Have a Unique Viewpoint, and Tell it Well You Really Need a Press Release?</p> <p>#PRNEDU</p> <p>9Case Studies to Demonstrate Tactical Executions9</p> <p>The KCSA Approach to New School Press Release Tactics</p> <p>#PRNEDU The Goal Boost Thought Leadership KCSA CEO11 #PRNEDU</p> <p>IssueKCSA CEO Jeff Corbin had just released the second edition of his book: Investor Relations, the Art of Communicating Value. In it he had a new chapter on social media and it was right around the time that Facebook was going through its IPO. This was a prime opportunity to insert Jeff into the conversation and boost him image as a thought leader in Investor Relations AND social media. </p> <p>IdeaEvery element of the Facebook IPO process was covered in meticulous detail. As an IR consultant, Jeff had plenty to say about it, but it wasnt content that we would traditionally issue as a press release so we created a section of our blog called Diary of an IPO and use PR Newswires Webmax Plus to promote it. </p> <p> The Approach12 #PRNEDU</p> <p>Impact13 #PRNEDU</p> <p>FathomPress Releases &amp; The Digital Marketing Funnel#PRNEDUThe NEW StrategyDigital Funnel ManagementSEOSocial MediaPaid AdvertisingVideoContent MarketingShopping EnginesEmail MarketingMarketing AutomationDisplay RemarketingReputation ManagementCRO AnalyticsCROOptimization#PRNEDUChange Acquire to Attract</p> <p>Nurture should be changed to Retain</p> <p>Where do press releases fit in?OverviewComprehensive campaign structure and multiple bidding rulesUse non-branded keywords to drive awareness and increase sales &amp; revenue through multiple channelsBrand vs. Non-brand attribution measurement</p> <p>Acquisitions Drive new website traffic through compelling story tellingBuild links to support SEOConversion Promote special offers, products and contestsPromote content such as while papers, guides and e-booksUse creative CTAsNurturePromote content such as infographics, new data from research and corporate goodwillSupport positive online reputation</p> <p>Press Releases are not just for reaching news media &amp; publishing sites often, theyre used to reach our audience, because we know press releases rank &amp; are visible through different online channels.#PRNEDUPR Case Study 1: Missouri Law Firm (Acquire)The legal search space is HYPER competitive -it can be very difficult to break through organic rankings and very expensive to show up in paid results. </p> <p>Press releases help gain more online visibility in a competitive space to acquire new site visits.</p> <p>Communicated their stance on important legal/political issues.Promoted emotional, engaging videosShared powerful client storiesPress releases have driven about 500 visitors to the site this year (1% of total visits)Visitors stay on the site for 2:59 (site average is 1:51)</p> <p>#PRNEDUPR Case Study 2: Consumer Crafts (Convert)ConsumerCrafts is an online craft store its an ecommerce site the main goal is to increase sales of Jewelry, Beads &amp; Kids Craft supplies.</p> <p>Press Releases helped increase conversions.Submitted press releases for Black Friday, Cyber Monday Sales &amp; Back to School Crafters Challenge included linkes &amp; CTAs to main category pagesSaw tangible results from our efforts:35% increase in referral traffic from PinterestIncreased Pinterest followers from 750 to 818192 total contest re-pins on Pinterest; 80 Contest likes on FB37% increase in overall referral traffic$245 in sales directly from press releases</p> <p>#PRNEDUConsumers often do research online before committing to signing up for a health screening. Promoting positive content and stories about this brand helps convince customers health screenings are a good investment and earn their trust.</p> <p>Promoted earned media on credible sitesPromoted positive branded contentInfographicsBlog postsNew researchIncreased authority of positive websites, profiles and articles to outrank negative articles in the SERPsBBBSocial Profiles (Facebook, Linked In, YouTube)Screening locations frequently submit releases that rank in local &amp; news results in Google</p> <p>PR Case Study 3: Life Line Screening (Nurture)</p> <p>#PRNEDUBreaking Old School PR HabitsJason KhouryDirector, Communications</p> <p>July 18, 2013#PRNEDUThe Challenge#PRNEDUIncrease traffic to site and downloads of apps through press releases</p> <p>Elevate SEO from afterthought to forefront when creating headlines/subheads</p> <p>Some Lessons Learned#PRNEDUSome Lessons Learned Jive confidential23Inverted Pyramid With A TwistSEO Terms Need To Be A Key Part of The Initial Story</p> <p>Add Tracking Codes to Query Strings To Feed Data to Marketing Automation SystemWork closely with your demand generation/SEO marketing counterparts to review keywords #PRNEDU</p> <p>#PRNEDU</p> <p>The Results#PRNEDUDid you miss the live webinar? Access the archive, and hear the panelists give more details about the tactics they used, and the results generated. </p> <p>For the webinar replay, click here: New School PR Tactics</p> <p>And heres our blog post recapping the discussion: New School Press Release Tactics</p> <p>Q&amp;ASarah Skerik @sarahskerik</p> <p>Beth Monaghan@bamonaghan Jason Khoury @jasonkhoury</p> <p>Jeff Corbin@jcorbinIR</p> <p>Jenni Ramminger @JenniRamminger</p> <p>Stephanie Flaum@StephPflaum</p> <p>#PRNEDU</p>