Workshop PR and AR 2.0

Workshop: Public and Analyst Relations 2.0
Advanced PR and AR Techniques That Get Results

December 21, 2009

www.gksmarketing.com

Agenda
Part 1: PR Session
How to “sell” PR to your management as an asset and not as an expense.
What’s the Plan? 8 Step Guide to a workable plan for PR
Where the “new” meets the “old”: Integrating Traditional and Online PR Tactics
Let’s be social: Advanced Techniques in Online PR: Facebook, Twitter, Bloggers and more
Part 2: AR Session
Get Exposure, Insight and Influence in One Package: A Technology Analyst
How to Integrate Analysts into your Media mix.
PR vs. AR: How is Analyst Relations different than Public Relations?
Part 3: How to Choose & Manage a PR Agency for Better Results
Part 4: Practice Sessions
Advanced Press Release Techniques
Media Training Activities


Your Workshop Presenters
Nancy Shapira-Aronovic
The Founder and Manager of Gelbart Kahana‘s Global Marketing
Former Director of Corporate Marketing for the Formula Group
Blogger on Marketing, AR, PR and SM: http://gksmarketing.com/blog

Cathy Caldeira
Founder and Partner, Metis Communications
15+ year veteran of high tech PR industry

Courtney Hurst
Founder and Partner, Metis Communications
15+ years of experience in business ownership and marketing communications

3

Gelbart Kahana
Gelbart Kahana is Israel's largest and most prominent
investor relations and financial public relations firm, advising
and handling over 100 Israeli companies on all aspects of
communications
Gelbart Kahana is the only full service office in Israel offering
Investor Relations (IR), Public Relations (PR) and Industry
Analyst Relations (AR)


Metis Communications
Founded 2005
Boston, MA
13 employees

5

Workshop Goals

PR and AR (Analyst Relations) are tools that
drive new customers to your doorstep.

The workshop goal is give you new tools to
create strategic PR and AR programs that
get results.

6

PR Session Agenda

1. How to ―sell‖ PR to your management as an asset and not
as an expense
2. What‘s the Plan? 8 Step Guide to a Workable Plan for PR
3. Where the ―new‖ meets the ―old‖: Integrating Traditional
and Online PR Tactics
4. Let‘s be social: Advanced Techniques in Online PR:
Facebook, Twitter, Bloggers and more

7

What is Public Relations?

Public relations (PR) is the management of
internal and external communication of an
organization to create and maintain a positive
image. http://en.wikipedia.org/wiki/Public_relations


Why PR? I don’t know
who you are.

I don’t know I don’t know about
your product. your reputation.

I don’t know
I don’t know
your company’s
who your
record.
customers are.

“Now – what was it you wanted to sell me?”

9

Craft Your
Message

Generate Communicate
Leads Your Message

Engage with Increase
Customers and Credibility
Partners Level the
Competitive
Landscape

10

How to ―sell‖ PR to your management as
an asset and not as an expense

Attract prospects
Customer service
Increase revenues
Reputation and crisis management

Show them what your competitors are doing
Demonstrate results

11

What to measure?

Source: Metrics Man blog

12

8 Step Guide to a workable plan for PR
1. Define what PR is for you
2. Market evaluation – what‘s your opportunity?
3. Competitive analysis
4. Create goals and objectives
5. Identify your key messages
6. Establish PR framework
7. Determine your components
8. Gather your content

13

Integrating Traditional and Online PR Tactics
The Rules of Marketing and PR are Changing
"One-way interruption marketing is yesterday's message," says
David Meerman Scott. Do not interrupt the customer, Scott
advises marketers, but instead use the Web to deliver useful
content at "the precise moment that a buyer needs it."
http://www.youtube.com/watch?v=Nlnqv4OZ1rM

http://books.google.co.il/books?id=oYZJuRd2hNIC&dq=The+New+Rules+of+Marketing+and+P
R&printsec=frontcover&source=bn&hl=en&ei=emeiSvXXJpGCmgPh4bGqAw&sa=X&oi=
book_result&ct=result&resnum=5#v=onepage&q=&f=false


Ye Olde PR Rules
Nobody saw the actual press release except a handful of reporters
and editors.
You had to have significant news before you were allowed to write a
press release.
A release had to include quotes from third parties, such as
customers, analysts and experts.
The only way your buyers would learn about the press release‘s
content was if the media wrote a story about it.
The only way to measure the effectiveness of press releases was
through ―clip books,‖ which collected every time the media deigned
to pick up your release

(David Meerman Scott, The New Rules of Marketing and PR, 2007)


New Rules of PR
• Don‘t just send press releases when ―big news‖ is
happening; find good reasons to send them all the time.
• Instead of just targeting a handful of journalists, create press
releases that appeal directly to your buyers.
• Write releases replete with keyword-rich copy.
• Create links in releases to deliver potential customers to
landing pages on your website.
• Optimize press release delivery for searching and browsing.
• Drive people into the sales process with press releases.



The Differences between PR 1.0 and PR 2.0
PR 1.0 PR 2.0
Focus on Focus on
Presentation and Conversation
content
dissemination
Controlled Messages Dialogue
Feedback is a Linear Feedback is 24/7
process
Eloquence is Vital Truth and
Transparency

What are the goals for PR 2.0?
Do you want to:
• Reach your buyers directly?
• Drive traffic to your website?
• Achieve high rankings on search engines?
• Attract buyers who are looking for what you offer?
• Move people into and through the sales process?
• Compete more effectively?



PR 2.0: The Audience

• Your primary audience is no longer just a
handful of journalists
• Your audience is millions of people with
Internet connections, and access to search
engines and RSS readers


Interactive/Online/Web PR/PR 2.0

Interactive public relations, or interactive PR, is
the practice of using Internet tools and
technologies such as search engines, Web 2.0
social bookmarking, new media relations and
blogging. Interactive PR differs from traditional
PR in two important respects:


Key Elements of PR 2.0
Press release content optimization for search engines, to help with SEO efforts
Promotion of press releases and thought-leadership content through social
media sites, as well as participation in community discussions
Promotion through bloggers who are influential on relevant topics
Creation of an internal corporate or organization blog
Establishment of relationships with new media editors and publishers (online
news sites, portal sites and ezines)
Web-based press release distribution
Online press rooms
Automated monitoring of online press coverage of the organization, its products
or services, and the use of its brands and trademarks, often through a service
such as Google Alerts
Production and promotion of podcasts and webinars


Let‘s Be Social: Advanced Techniques in Online PR:

Goals of Social Media:
Online Engagement: Join the Conversation

Get Found Online: Content Strategy

Content Syndication: Create Objects

23

Advanced Techniques in Online PR: Facebook,
Twitter, Bloggers and more

Online Engagement – Join the Conversation
Blogs – THE SOCIAL MEDIA CENTER
Blogger outreach – public commenting
Twitter
LinkedIn
Facebook
Flickr
SlideShare
Online Forums

24

Advanced Techniques in Online PR:

Get Found - Increase your Online Authority

The key to getting found online is creating quality content
that others want to link to

―Every link to your website is considered a "vote" for your
site. It tells search engines that the page linking to you
considers your site important for the link text.‖
Source: HubSpot

25

Advanced Techniques in Online PR:

Content Syndication & Optimization
Create content ―objects‖
Write once, use often
Types of content: webinars, whitepapers, byline articles,
editorial articles, photos, videos, presentations, blogs,
podcasts, resource kits, events and more
Organize all content in the same way – keywords, titles,
tags, descriptions, links

26

Case Study: Dell on Twitter

http://www.dell.com/twitter
How Dell is using Twitter to increase
Sales: http://social-media-
optimization.com/2009/02/how-dell-is-
using-twitter-to-increase-sale/


Newswire Agencies Using New Tools
Social Media 2.0

http://www.prnewswire.com/mnr/prnewswire/38671/
http://www.youtube.com/watch?v=_ICptIswjEQ

Example of a template:

http://www.prnewswire.com/mnr/shift/24521/docs/smprtemplate.pdf

Example of a release:
http://www.marketwire.com/mw/include.do?module=DIST&pageid=774


PR Resources
Online PR Glossary
http://www.immediatefuture.co.uk/option,com_glossary/func,display/lette
r,E/Itemid,125/catid,1/page,1/

Public Relations Society of America
http://www.prsa.org/resources/

PR Toolkit and references
http://aboutpublicrelations.net/toolkit.htm
http://aboutpublicrelations.net/deskref.htm

Complimentary ebook on the New Rules of PR and Marketing
http://www.webinknow.com/2006/01/new_complimenta.html


PR Resources

Useful Links
• http://www.webinknow.com/
• http://adamgainer.com/2009/02/03/five-resources-for-
everyone-in-
pr/http://thepr2.0universe.com/downloads/PR_2.0_-
_A_Primer.pdf
• http://thepr2.0universe.com/the-pr-20-university/
• http://www.micropersuasion.com


Resources
http://mashable.com/2008/10/30/best-
social-media-tools-for-pr-professionals-
and-journalists/
http://www.toprankblog.com/2009/11/socia
l-media-pr/

31

Part 2: AR Session Agenda
Get Exposure, Insight and Influence in One
Package: A Technology Analyst
How to Integrate Analysts into your Media Mix
PR vs. AR: How is Analyst Relations Different
than Public Relations?

32

What is Analyst Relations (AR)?

A two-way dialogue between vendors and
industry experts with unique insight into
marketplaces and their participants for the
two-fold purpose of informing business
strategies and influencing market behavior.


Definition of AR
Analyst relations is a corporate communications and
public relations activity whereby businesses aim to
influence technology industry analysts (also known as
research analysts) who work for independent research
and consulting firms. The two largest U.S. research
firms are Gartner (NASDAQ:IT) and Forrester Research
(NASDAQ:FORR).

Analyst Relations often reports into the corporate
communications function, although it can also report to
marketing, investor relations, sales, or a number of
other groups.


What are AR‘s goals?

To build and improve a company‘s image and
brand in the industry
To increase awareness of a company‘s
activities/technology/goals
To acquire valuable information from them
To get the company on the analysts‘ radar


AR as a Marketing/Positioning Tool
Industry Analysts influence 40-60% of high tech
purchases and influence over $125B spending in
Western Europe alone
Over two-thirds of Fortune 1000 say analyst reports
have a very strong influence on their perception of a
company.
Industry analysts play several roles within the IT
sector—
Insight, Influence, Exposure


Global Analyst Groups-over 400

A M R


How an Analyst Sees Your World

Barriers to
Entry

Bargaining Bargaining
Power of Power of
Competitors/
Suppliers Customers
Main players

(you are here)
Substitutes

Based on Five Forces model
Porter, Michael Competitive Strategy, HBS 1980

What Does the Analyst WANT to Know?
Major changes in your Support, R&D plans
company’s structure
Sales figures,
shipments,
changes Your company’s
Products in development regional presence

Your view on the market
New alliances
Case studies
Your company’s perception
of the industry

Your strategic intent
Your customers


What Does the Analyst Know?

Who’s buying, Advice on possible
Competitors’
where, and why partners/alliances
sales, plans

Your customer – often Requests Possible new competitors
better than you

Competitor’s weak points Numbers, people,
names, connections
Your company’s
perception in the industry

Possibly – lots about their
last assigned field, new to And more likely than not -
your industry. more than you think.


Influence: How the Analysts Influence Deals

41

Analysts and Social Media
Twitter:http://sagecircle.wordpress.com/directories/analyst-twitter-
directory/
Blogs:http://technobabble2dot0.wordpress.com/2009/11/30/top-
analyst-blogs/
Linkedin: Gartner 51
Groups)http://www.linkedin.com/groupsDirectory?results=&sik=126
1334290725
Forrester 20 Groups:
http://www.linkedin.com/groupsDirectory?results=&sik=1261334290
727

42

AR Resources
List of Analyst Firms
http://analystfirms.tekrati.com/?Aid=A
List of Analyst Blogs
http://analystblogs.tekrati.com/
My Blog: Best Practices
http://gksmarketing.com/blog
Influencing the Influencers, William Hopkins
http://books.google.co.il/books?id=n9owAgAACAAJ&dq=
Influencing+the+Influencers&ei=w2eiSsrnCon4zATjk5
2XCA&hl=en

Part 3: 5 Steps for Choosing a PR Agency

1. Determine your needs
2. Solicit recommendations
3. Make introductory calls
4. Schedule meetings/calls with top candidates
5. Evaluate their work and reputation

44

1. Determine Your Needs
What are your objectives?
Content development, management and promotion
Media, blogger and analyst relations
Social media
Speaking engagements and awards
Crises communication?
What is your budget?
Evaluate your marketing budget to determine how
much you can spend.

45

2. Solicit Recommendations
Ask colleagues for recommendations
Ask media contacts who they like working with
Which agencies can:
answer routine questions about their clients?
designate particular contacts for specific stories
understand the media process and call with
relevant story ideas at the proper time?

46

3. Make Introductory Calls
Are they currently accepting new clients?
Do they have relevant technology experience?
Do they excel in serving growing businesses?
How do they measure success?
Do they have a policy in place that prevents
them from working with your competitors?

47

4. Schedule Meetings
Be open about your past PR experiences
Are they prepared for the meeting with a
proposal outlining their initial ideas?
How do they staff their account teams?
Who will actually do the work?
What is their working style?
Do the company cultures and individual
personalities match?

48

5. Evaluate Their Work and Reputation
Ask and call on 2-3 references
Does the agency return calls promptly?
Are they proactive?
Do they understand the technology and market?

49

Once You Select Your Agency,
Transparency and Trust Are Critical
Commit to the process
Nurture the relationship
Articulate business objectives and goals
Share information
Understand the media process
Actively listen

50

Advanced Techniques – Press Releases

Planning for PR development
Create a press release calendar
Identify your key news items
Determine your company‘s key messages
Create a list of ongoing analyst and customer
references for quotes

51

What Makes for a Great Release?
Distribute news:
Corporate
Product
Strategy
Event

All releases must outline a strategic direction that
resonates with your audiences.
52

How Newsworthy is your Release?
You must answer two questions:
―Why should I read this now?‖
―So what?‖
Your release is easily dismissed without a strong
industry news angle or market relevance.

KNOW YOUR AUDIENCE

53

Create Your Release Structure
paragraph one = the most important news item or
release summary
paragraph two = market validation and further
company context
paragraph three = supporting market insight and
validation
paragraph four = third-party quote
paragraph five = summary of key message
paragraph six = provide online links to resources

54

Press Release Elements
Keywords
Images
Videos
Graphics
Online links to company resources
RSS feed
Social bookmarking

55

Words to Avoid: Gobbledygook
Clichés, Jargon, and Dead Phrases
award-winning mission-critical
best-of-breed next-generation
cutting-edge revolutionary
groundbreaking robust
innovative synergy
innovator Turnkey
leader http://gobbledygook.grader.com/
leading (industry leading)

56

Gobbledygook Continued

57

Media Training Practice Session

1. Better understand the media relations process and
how to work with the press
2. How to prepare for interviews
3. Best practices in interviews
4. How to avoid potential pitfalls and traps
5. Role playing

58

Media Training
Preparation
Practice
Session

Content

Delivery

Follow up

59

Media Training Scheduled
Practice Interview
Session
Prepare for
Interview

Interview

Recap
And Follow up

60

What the media is looking for:
Interesting and expert commentary to back-up their writing
Real-world applications and examples
Timely sources
A good story
What the media doesn’t want:
JAVQ (Just another Vendor Quote)
Boring opinions that mirror what everyone else has told them
Speculation not backed up with facts or examples

61

Content
A message is the statement or sentiment you want to have
appear in the media. Therefore, it must stated frequently
and clearly during interviews.

Planning your messages
– What are the three most important things I want to
communicate in this interview?
– What material is available to prove these things – facts,
figures, customers, real-world examples, analogies, etc.

62

Delivery
The three keys to effective communications are being:
– Concise
– Consistent
– Repeatable

Pay attention to time: most interviews will last about a
half hour and reporters aren‘t shy about cutting you off.

63


Key media do’s and don’ts
Start off simple, friendly, and polite. It‘s always best to
connect with the reporter on a personal level.

View the interview as a sales call – you have the job of
selling your messages in a way that the reporter can use
them in their product, which is the story.

Ask how in-depth and technical the reporter would like to get.

64


Stay with your area of expertise
Don‘t feel that you need to answer all questions – especially if they
exceed your scope of work
Be proactive, but not defensive or aggressive
Don‘t get goaded into making negative statements about the
competition
Use simple language and don‘t use jargon
Ask questions back – interviews are a two way street and dialogue.

65



Never mention other editors you have met with or will be
meeting with.

NEVER, EVER go off the record. Nothing is off the record.
If it can be verified through an independent source, it can be
printed.

Don‘t say ‗no comment‘. It is ok to not know the answer.

66


Follow Up

Follow up on any open items – additional information,
technical details, etc.
Provide analyst and customer references.
Time is of the essence in follow-up. 24 hour response
time is essential.
It is never appropriate to ask or offer to review an article
prior to it appearing.

67


Set Expectations

If the purpose of the briefing is a first-time informational
meeting, don‘t be disappointed if the journalist doesn‘t write
something right away. This is the first step in developing a
long-term relationship.

If the article appears and the client is not mentioned, there
could be a number of different scenarios why.

68

Thank you for your time
Nancy Shapira-Aronovic
Manager
Gelbart Kahana Global Marketing
Cell: 054-4863888
nancy@gksmarketing.com
Twitter: nancyshapira
http://gksmarketing.com/blog
http://www.linkedin/in/nancyshapira
http://www.facebook.com/nancyshapira
Skype: nancyshapira
(Just in case you can’t figure out how to get in touch with me)


Workshop PR and AR 2.0

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