This document provides information on using public relations and social media for wedding businesses to break through clutter. It discusses what PR is and how it differs from advertising. It also outlines how to get PR coverage through media relations, tips for engaging with media, and dos and don'ts. The document then covers the growth of social media and its benefits for businesses. It provides advice on getting started on various social media platforms and trends for 2013, emphasizing listening, engaging audiences, and integrating social media into other marketing efforts.

1. Using PR and Social Media to
Break Through Wedding Clutter

2. Presented By
Susan M. Tellem, APR

3. What is PR?

4. Ads vs. PR

5. Public Relations

6. Advertising

7. Branding

8. Marketing

9. Changed Media Landscape
• Media changed significantly in the past 3-5
years.
• Recession = massive staffing cuts

10. Changed Media Landscape
• Social Media has grown exponentially
• Magazines must have blog and a regular e-mail
update
• Newsrooms do more work with less people =
less depth of coverage

11. How Can You Get PR?
• Editorial coverage in print
and broadcast media
• Owned websites or blogs
• e-Newsletters, brochures
• Social Media
• Photos and videos

12. Media Relations
• Create a media list
– Buy a list
– Use a distribution service
– Identify media from the web or magazines
and newspapers who cover weddings

13. Media Relations
Think outside the box - example
• Seasonal weddings for CNN
• Vegetarian weddings for Cooking Light
• Pitch yourself for upcoming cable show

14. Media Don’ts
Send information with misspelled words
• Send attachments
• Call and bug them

15. Media Don’ts
• Underestimate local
coverage
• Ask to read a story
before it comes out or
to approve it
• Miss a deadline
• Use jargon

16. Media Do’s
• Use statistics
• Make images available (pix worth
1000 words)
• Speak in sound bites
• Return a reporter’s call in timely
way
• Have several ways they can
contact you
• Think about trends
• Tell the truth

18. What is Social Media?
Social media is about the
online tools and activities
used by people to talk,
to interact and connect with
each other on the web.

19. Social media is a conversation
between actual humans!

20. Social Media in Facts and
Figures
• More than 1 billion pieces of • 55% of users are 25 - 54
content shared daily • 400 million tweets per day
• More than 1 billion active • Facebook users are voyeurs, but
one in two update daily on
users – more than half on Twitter.
mobile device • If you’re rich, you’re more likely
• More fluid and easier to to tweet.
change than a website

21. • Over 175 million members
• A new member joins LinkedIn approximately every
second.
• Executives from all Fortune 500 companies are
LinkedIn members.
• The majority (66%) are decision makers or have
influence in the purchase decisions at their
companies

22. Benefits of Social Media
• Drives traffic to your website
• Builds brand awareness on the web
• Stays connected to your audience
• Cost-effective when compared to traditional
marketing and advertising

23. Benefits of Social Media
• Increases your company’s sales
• Can do market research
• Innovative outreach like contests and ask an
expert
• Help identify your brand VIPs and ambassadors

24. Get Started!

25. Why is Social Media
Important for My Business?
• The Internet gives control to your customers.
• They set the trends now.

26. Why is Social Media
Important for My Business?
If you are not on the web with them, you’ll lose them!
• Social media enhances talk between your customers
and your business.

27. • Start a company Facebook page
• Ask your friends to “Like” your page
• Post tips, coupons, discounts, videos, photos
and lots of useful content
• Images are gold!

28. Weddings, weddings, weddings

29. • Just do it – start an
account, watch and
“listen” until you get the
hang of it
• Use your business
name
• Add your logo (don’t
use cutesy avatars)

30. • Follow potential customers or competitors (100 to start) –
you want more followers than you are following
• Search www.twitter.com/search for keywords
• Use hashtags # for trending topics and searches
(#wedding)

32. • Write a complete profile, add picture (no
grey eggs!)
• Add your twitter and blog feeds
• Do not spam – only people you know
• Join groups that interest you – follow the
posts and contribute!

36. She Does It Right

37. She Does It Right

38. She Does It Right

39. She Does It Right

40. She Does It Right

41. Don’ts of Social Media Marketing
• Don’t start a blog if you plan to post once
a year
• Don’t use third party services to buy
followers or friends

42. Don’ts of Social Media Marketing
• Don’t talk politics or religion.
• Don’t talk about pricing except when you get
asked.
• Don’t spam.
• Don’t submit content and run.
• Don’t have a sell ‘self-promotion’ agenda only.

43. Do’s of Social Media Marketing
• Do submit interesting content
• Do be transparent and authentic
• Do listen and reply to comments
• Do ask your community to provide feedback

44. Do’s of Social Media Marketing
• Do use a profile picture/change often not a grey egg
• Do get help or use a ghost writer if you are too busy
• Do use photos and video as much as possible
• Do reach out to media

45. Trending for 2013
• Social media bigger than ever
• Integration in everything you do is
necessary
• "Twit Pitch" - pitch in 140 characters
• Flash is a dead technology
• Brands publishers and journalists
• Skip media and talk directly

46. How To Succeed in Social Media…
Engage
Listen Once you have followed
Listen to what your the conversation,
target audience is understand your audience
saying about your and give them feedback.
business. Keep your audience
engaged with coupons,
contests, interesting
Respond information.
Once you understand what
your audience is saying, then
respond. Enter the
conversation and interact with
your customers.

47. Homework
• Sign up for Pinterest
• Write a press release
• Start listening – Reddit and Mashable
• Find your USP (unique selling proposition)
• Find and follow relevant media on twitter

48. Where to find us
Tellem Grody PR, Inc.
310-313-3444
www.tellemgrodypr.com
Twitter: @SusanTellem
Facebook:
TellemGrodyPR