2. Builds relationships, not “contact lists” Creates dialogue, not email chains Fosters peer to peer interaction, not vendor to customer transactions Highlights specialized expertise, not product silos Showcases companies as community innovators, not “manufacturers” 2 Modern PR
3. PR is becoming…Content 3 Customer Stories QR Codes Videos Infographics Songs Blogs Podcasts Vlogs Curation E-Books Statistics
4. PR is becoming…Analytics 4 Blog Engagement Scores Mobile Clicks Website Traffic Pagerank Geographic Choices Landing Pages Calls to Action Influencer Activation Microsites Marketing ROI Inbound Links Facebook Insights
5. PR is becoming…tools Social networks: Twitter, LinkedIn, Facebook, YouTube, plus countless niche communities Influencers: Klout, Peer Index, Listorious, Alianzo Measurement: Google Analytics, Twitalyzer, Traackr, Glide Intelligence, Which Test Won, SAS Social Media Analytics Monitoring: Radian6, Research.Ly, Social Mention Analytics: Exportly, Bitly, Google Insights, Global Web Index, Open Heat Map, PostRank Competitors: Topsy, WeFollow, Backtype, WebsiteGrader 5
6. PR is becoming…SEO Keyword identification Website development Content creation to match search trends Rewriting URLs & tagging Link acquisition & building Tools Bonus: Word Tracker, SEO Gadget, Ontolo 6
7. PR is becoming…social search Google places higher ranking priority on individuals who demonstrate social credentials: Prioritize the personal brands that add the most value to your enterprise Create “digital map” of required locations, from the obvious to the not-so-obvious Develop content that ties Analytic insights to SEO patterns to audience needs Measure & continuously adjust behavior & content Added bonus and challenge: Your PR person’s personal brand may be much better than your own 7
