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

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

2. Overview
Today’s agenda
• 4 condensed case studies
• Panel discussion
• Q&A
Other notes:
• Webinar archive
• Deck
• Wrap up blog post
#PRNEDU
Moderator:
Sarah Skerik
VP Content
Marketing
PR Newswire
@sarahskerik

3. Speakers
#PRNEDU
Beth Monaghan
Principal & Co-Founder
InkHouse
Jason Khoury
Communications Director
Jive Software
Jeff Corbin
CEO
KRSA Strategic Communications
Jenni Ramminger
Director of Marketing
Fathom
Stephanie Pflaum
Online Marketing Strategist
Fathom

4. Vibes’ Showrooming
Press Release
Beth Monaghan
July 18, 2013
#PRNEDU

5. 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

6. The press release
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7. 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

8. 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

9. 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

10. 9
Case Studies to Demonstrate Tactical
Executions
9
The KCSA Approach to New School Press Release
Tactics
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11. 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.

12. The Approach
12 #PRNEDU

13. Impact
13 #PRNEDU

14. Fathom
Press Releases &
The Digital Marketing Funnel
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15. 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

16. 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

17. 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

18. 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

19. 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

20. Breaking Old School PR
Habits
Jason Khoury
Director, Communications
July 18, 2013
#PRNEDU

21. The Challenge
#PRNEDU
Increase traffic to site and downloads of
apps through press releases
Elevate SEO from afterthought to
forefront when creating
headlines/subheads

22. 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

23. Some Lessons Learned
© Jive confidential23
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

24. #PRNEDU

25. #PRNEDU

26. The Results
#PRNEDU
200%
increase in traffic to
sites highlighted in
the press releases

27. 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

28. Q&A
Sarah Skerik
@sarahskerik
Beth Monaghan
@bamonaghan
Jason Khoury
@jasonkhoury
Jeff Corbin
@jcorbinIR
Jenni Ramminger
@JenniRamminger
Stephanie Flaum
@StephPflaum
#PRNEDU