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NEW SCHOOL PR TACTICS: Evolving the Press Release to Drive New Outcomes #PRNEDU

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

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On-Demand Webinar: http://prn.to/15tvGyZ 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

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Page 1: New School PR Tactics: Evolving the Press Release to Drive New Outcomes

NEW SCHOOL PR TACTICS:Evolving the Press Release to Drive New

Outcomes

#PRNEDU

Page 2: New School PR Tactics: Evolving the Press Release to Drive New Outcomes

OverviewToday’s agenda• 4 condensed case studies • Panel discussion • Q&A

Other notes: • Webinar archive• Deck• Wrap up blog post

#PRNEDU

Moderator: Sarah SkerikVP Content

MarketingPR Newswire @sarahskerik

Page 3: New School PR Tactics: Evolving the Press Release to Drive New Outcomes

Speakers

#PRNEDU

Beth MonaghanPrincipal & Co-Founder

InkHouse

Jason Khoury Communications Director

Jive Software

Jeff Corbin CEO

KRSA Strategic Communications

Jenni RammingerDirector of Marketing

Fathom

Stephanie PflaumOnline Marketing Strategist

Fathom

Page 4: New School PR Tactics: Evolving the Press Release to Drive New Outcomes

Vibes’ Showrooming Press Release

Beth MonaghanJuly 18, 2013

#PRNEDU

Page 5: New School PR Tactics: Evolving the Press Release to Drive New Outcomes

Overview

• Goal: 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

#PRNEDU

Page 6: New School PR Tactics: Evolving the Press Release to Drive New Outcomes

The press release

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Page 7: New School PR Tactics: Evolving the Press Release to Drive New Outcomes

The results

• 373% bump in coverage over previous quarter– WSJ piece drove the top traffic day of the year– Media placements in 50+ top-tier outlets

• Top Vibes’ prospects saw the report

#PRNEDU

Page 8: New School PR Tactics: Evolving the Press Release to Drive New Outcomes

Why it worked

• Timely topic – Research-driven content – Contrarian point of view – Practical strategies for combatting showrooming

• Advance timing to get ahead of the news cycle• Narrative headline, optimized for reporter search

queries • Easy-to-understand content

– No jargon – we used plain language – Fact-based

• Long-term news value

#PRNEDU

Page 9: New School PR Tactics: Evolving the Press Release to Drive New Outcomes

Resources

• Retooling the Press Release to its Intended Audience: The Press – http://www.inkhouse.net/retooling-the-press-release-to-

its-intended-audience-the-press/

• Pull in News by Making Your Content Findable – http://www.inkhouse.net/pull-news-in-by-making-your-

content-findable/

• Want Headlines? Have a Unique Viewpoint, and Tell it Well – http://www.inkhouse.net/want-headlines-have-a-unique-

viewpoint-and-tell-it-well/

• Do You Really Need a Press Release? – http://www.inkhouse.net/do-you-really-need-a-press-

release/

#PRNEDU

Page 10: New School PR Tactics: Evolving the Press Release to Drive New Outcomes

9

Case Studies to Demonstrate Tactical Executions

9

The KCSA Approach to New School Press Release Tactics

#PRNEDU

Page 11: New School PR Tactics: Evolving the Press Release to Drive New Outcomes

The Goal – Boost Thought Leadership KCSA CEO

11 #PRNEDU

Issue

KCSA 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.

Idea

Every element of the Facebook IPO process was covered in meticulous detail. As an IR consultant, Jeff had plenty to say about it, but it wasn’t 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 Newswire’s Webmax Plus to promote it.

Page 12: New School PR Tactics: Evolving the Press Release to Drive New Outcomes

The Approach

12 #PRNEDU

Page 13: New School PR Tactics: Evolving the Press Release to Drive New Outcomes

Impact

13 #PRNEDU

Page 14: New School PR Tactics: Evolving the Press Release to Drive New Outcomes

Fathom

Press Releases & The Digital Marketing Funnel

#PRNEDU

Page 15: New School PR Tactics: Evolving the Press Release to Drive New Outcomes

The NEW Strategy

Digital Funnel Management

SEO Social Media Paid Advertising Video Content Marketing Shopping Engines

Email Marketing Marketing Automation Display Remarketing Reputation Management

CRO Analytics CRO Optimization

#PRNEDU

Page 16: New School PR Tactics: Evolving the Press Release to Drive New Outcomes

Where do press releases fit in?

Overview

• Comprehensive campaign structure and multiple bidding rules

• Use non-branded keywords to drive awareness and increase sales & revenue through multiple channels

• Brand vs. Non-brand attribution measurement

• Acquisitions • Drive new website traffic through compelling story telling• Build links to support SEO

• Conversion • Promote special offers, products and contests• Promote content such as while papers, guides and e-books• Use creative CTAs

• Nurture• Promote content such as infographics, new data from research and corporate

goodwill• Support positive online reputation

Press Releases are not just for reaching news media & publishing sites –often, they’re used to reach our audience, because we know press releases rank & are visible through different online channels.

#PRNEDU

Page 17: New School PR Tactics: Evolving the Press Release to Drive New Outcomes

PR 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.

Press releases help gain more online visibility in a competitive space to acquire new site visits.

• Communicated their stance on important legal/political issues.

• Promoted emotional, engaging videos• Shared powerful client stories• Press 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)

#PRNEDU

Page 18: New School PR Tactics: Evolving the Press Release to Drive New Outcomes

PR Case Study 2: Consumer Crafts (Convert)

ConsumerCrafts is an online craft store – it’s an ecommerce site – the main goal is to increase sales of Jewelry, Beads & Kids Craft supplies.

Press Releases helped increase conversions.• Submitted press releases for Black

Friday, Cyber Monday Sales & Back to School Crafter’s Challenge – included linkes & CTAs to main category pages

• Saw tangible results from our efforts:– 35% increase in referral traffic from

Pinterest– Increased Pinterest followers from 750 to

818– 192 total contest re-pins on Pinterest; 80

Contest “likes” on FB– 37% increase in overall referral traffic– $245 in sales directly from press releases

#PRNEDU

Page 19: New School PR Tactics: Evolving the Press Release to Drive New Outcomes

Consumers 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.

• Promoted earned media on credible sites• Promoted positive branded content

– Infographics– Blog posts– New research

• Increased authority of positive websites, profiles and articles to outrank negative articles in the SERPs

– BBB– Social Profiles (Facebook, Linked In, YouTube)

• Screening locations frequently submit releases that rank in local & news results in Google

PR Case Study 3: Life Line Screening (Nurture)

#PRNEDU

Page 20: New School PR Tactics: Evolving the Press Release to Drive New Outcomes

Breaking Old School PR Habits

Jason Khoury

Director, Communications

July 18, 2013

#PRNEDU

Page 21: New School PR Tactics: Evolving the Press Release to Drive New Outcomes

The Challenge

#PRNEDU

Increase traffic to site and downloads of apps through press releases

Elevate SEO from afterthought to forefront when creating headlines/subheads

Page 22: New School PR Tactics: Evolving the Press Release to Drive New Outcomes

Some Lessons Learned

#PRNEDU

Old School Approach Place one or two links in press release

New School Approach Drive call to actions both upfront

and at various points in the release

Page 23: New School PR Tactics: Evolving the Press Release to Drive New Outcomes

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Some Lessons Learned

© Jive confidential

Inverted Pyramid With A Twist

SEO Terms Need To Be A Key Part of The Initial Story

Add Tracking Codes to Query Strings To Feed Data to Marketing Automation System

Work closely with your demand generation/SEO marketing counterparts to review keywords

Page 24: New School PR Tactics: Evolving the Press Release to Drive New Outcomes

#PRNEDU

Page 25: New School PR Tactics: Evolving the Press Release to Drive New Outcomes

#PRNEDU

Page 26: New School PR Tactics: Evolving the Press Release to Drive New Outcomes

The Results

#PRNEDU

200% increase in traffic to sites highlighted in the press releases

Page 27: New School PR Tactics: Evolving the Press Release to Drive New Outcomes

Did you miss the live webinar?

Access the archive, and hear the panelists give more

details about the tactics they used, and the results

generated.

For the webinar replay, click here: New School PR Tactics

And here’s our blog post recapping the discussion:

New School Press Release Tactics

Page 28: New School PR Tactics: Evolving the Press Release to Drive New Outcomes

Q&ASarah Skerik

@sarahskerik

Beth Monaghan@bamonaghan

Jason Khoury @jasonkhoury

Jeff Corbin@jcorbinIR

Jenni Ramminger @JenniRamminger

Stephanie Flaum@StephPflaum

#PRNEDU