Transcript Supercharge Your PR - The Construction Marketing Association

Webcast/Panel Discussion:
Supercharge Your PR
for Construction
January 14, 2011
CONFIDENTIAL DOCUMENT
©2010 Construction Marketing Advisors. All Rights Reserved.
Welcome
Moderator/Speaker:
Neil Brown
Chairman
Construction Marketing Association
[email protected]
CONFIDENTIAL DOCUMENT
©2010 Construction Marketing Advisors. All Rights Reserved.
Welcome
Panelist:
Paul Deffenbaugh
Chief Content Officer
Deep Brook Media
[email protected]
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©2010 Construction Marketing Advisors. All Rights Reserved.
Agenda – Supercharge Your PR
1. What is PR and why is it important?
1. How PR is changing (PRWeek/PRNewswire survey)
1. Integrating PR and Social Media
o CMA Case Study
2. Distribution Options
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Mail
Email
Paid wire services
Free distribution services
3. Editors perspective on PR, media relations (Paul Deffenbaugh)
o How to gain more placements
4. Questions
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Supercharge Your PR
What is PR and why is it important?
1.
PR or Public Relations or Publicity or Media Relations for construction
marketers is most often the placement of company-developed news or
information in print and internet magazines, newspapers, websites and
related
2.
Publicity is by definition free, although there are associated costs, and
publishers have been known to favor paid advertisers
3.
Historically, free publicity increases in economic downturns; in the recent
2011 Construction Marketing Outlook Survey respondents ranked PR
third after Internet and Social, with nearly 85% planning increased activity
4.
The rising importance of blogs, vertical websites and social media
requires content; PR is excellent content
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Supercharge Your PR
How PR is changing (PRWeek/PRNewswire Survey)
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Recession layoffs lead to greater workloads, tight budgets, added
responsibilities for journalists and practitioners
59% of traditional journalists author a blog, online news or other channel
Journalist research changing: 95% search engines, 93% company websites,
47% Wikipedia, 36% newswires, 33% social networks, 32% blogs
Social media growing: 79% of journalists have a Facebook profile, 58%
Twitter (from 22% in’09), 46% LinkedIn; only 11% have no profiles
43% of PR practitioners use social networks to pitch; 73% use Twitter, 49%
use Facebook
59% of journalists write blogs; 45% have quoted a blog; 66% of practitioners
target bloggers
Search engines give high authority (top search results) to social posts;
journalists use search engines for writing assignments (95%)
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Supercharge Your PR
Integrating PR and Social Media
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Internet authority and search engine results become top priority
PR/News releases must be integrated into brand websites and blogs
Websites must be integrated in social media; primary links to blogs, Twitter,
Facebook, YouTube, bookmarks and share tools
Blogs should use Twitter Retweet, Facebook Like, bookmarking, RSS feeds
Twitter integrates with Facebook, LinkedIn updates
Electronic and web-based PR/News releases should include hyperlinks to
above web pages, social profiles, and reference websites
PR distribution should use traditional trade editor email lists, along with
electronic news wire distribution services to reach Internet news outlets
Free press distribution outlets are used, along with search engine news
outlets, e.g., Free-Press-Release.com, Google News
PR is measurable via news wire dashboards, Google Alerts, clipping services
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Supercharge Your PR
Integrating PR and Social Media
CMA homepage
with news and RSS
registration
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Supercharge Your PR
Integrating PR and Social Media
CMA news subpage
with releases, press
file, archive
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©2010 Construction Marketing Advisors. All Rights Reserved.
Supercharge Your PR
Integrating PR and Social Media
CMA homepage with
social links, share
and bookmark tools
CONFIDENTIAL DOCUMENT
©2010 Construction Marketing Advisors. All Rights Reserved.
Supercharge Your PR
Integrating PR and Social Media
CMA blog with RSS,
email registration,
social links
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©2010 Construction Marketing Advisors. All Rights Reserved.
Supercharge Your PR
News Distribution Options
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Supercharge Your PR
Sample PRWeb Dashboard
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Supercharge Your PR
Sample PR Client Report
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©2010 Construction Marketing Advisors. All Rights Reserved.
Supercharge Your PR
Panelist:
Paul Deffenbaugh
Chief Content Officer
Deep Brook Media
[email protected]
CONFIDENTIAL DOCUMENT
©2010 Construction Marketing Advisors. All Rights Reserved.
How to Work with Editors
Supercharge Your PR for
Construction Markets
Paul Deffenbaugh
Chief Content Officer
Deep Brook Media
Editors
Three characteristics define your interaction with
editors
1.They are pressed for time
2.They have bad memories
3.They have no money
Press Release Strategies
• The Problem with press releases
▫ They’ve become like spam
▫ Services don’t monitor their lists
▫ Editors don’t read them
• Solutions
▫ Identify how editors want to be contacted
 Phone, email, mail
 Include how they want to receive images
▫ Make yourself memorable – in the good way
What is News?
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New product or service
New program or promotion
Significant new project or contract
Study, survey, research
Industry trends
Customer testimonial
Case studies
Philanthropic
Awards won, Awards presented
New hires (executive, sales)
Get a Magazine Article Published
• Understand the magazine
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Type of publication
Audience
Advertisers
Media Calendar, deadlines
• Know the editors
▫ Start with the senior editors
▫ Meet the chief editor
• Establish relationships
▫ Take advantage of trade shows
▫ Deliver value
• Solve their problems
▫ Lack of time
▫ Lack of knowledge
• Start small
▫ Provide sources before stories
New PR Opportunities
• Online content
▫ Emedia is a content hog
▫ Editors are overwhelmed and have no budget
▫ You have content
• Opportunities
▫ Blogs
▫ Web articles
▫ Enewsletters
• Must be valuable
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Educational/informative/entertaining
Flexible
Adapted to the audience
Lots of links to more information
Engaging
• Don’t shill
Live Press
Press Events
Press Conferences
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• Prepare your speakers
Establish relationships
Take advantage of trade shows
Entertainment vs. Education
Provide Value
Know and Greet the editors
Allow time for networking
Make it easy to attend
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▫ Practice
▫ Get presentations early
Provide Value
Seed Questions
Know and Greet the editors
Make it easy to attend
Supercharge Your PR - Summary
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PR is becoming more important due to low cost/cut budgets, high interest
by marketing practitioners; PR content supports internet authority, social
media posts and search engine results.
PR is changing as journalists embrace social media, internet channels
and blogs; practitioners increasingly use social media to target and
distribute news and information.
Integrating PR and Social Media is key with your website, blog, social
profiles, bookmarking and sharing tools; Twitter integrates with Facebook
and LinkedIn; PR is formatted for internet distribution with extensive
hyperlinks.
PR is now distributed via traditional email, website, Twitter, paid wire
services, free services, search engines and more; many of these provide
measures.
Editors need news resources and content more than ever; pitch
resources and news that match upcoming editorial calendars; ensure
newsworthiness; provide access, medium-res images and subject-matter
expertise; respond quickly and thoroughly to requests.
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Q&A
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Thank You!
The Construction Marketing Association (CMA) is a network of
marketing managers and executives in construction-related
fields. CMA provides professional development and training,
resources and information, networking and recognition.
Find us:
http://www.ConstructionMarketingAssociation.org
www.ConstructionMarketingBlog.org
Twitter.com/ConstructMarket
Facebook.com/ConstructMarket
LinkedIn.com (Construction Marketing Association Group)
Next Webcast: LinkedIn/Facebook/Twitter – February 15, 2011
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Panelist Bio’s
Paul Deffenbaugh is Chief Content Officer of DeepBrook Media which develops content and strategies
for leading construction brands. With more than 20 years in the residential construction, his background
includes editorial director for the Residential Construction Group at Reed Business Information for
Professional Builder, Professional Remodeler, Custom Builder, Housing Giants, and HousingZone.com.
In addition, Paul was co-founder of the Remodeler's Guild, a national remodeling company. Deffenbaugh
has appeared on CNBC, Wall Street Reports, and CBS This Morning. He is a three-time winner and
five-time finalist of the coveted Jesse H. Neal Award for editorial excellence, and has been recognized
several times by the American Society of Business Publication Editors and the National Association of
Real Estate Editors. Paul earned a degree in Philosophy from Wabash College in Crawfordsville, Ind.
and has a Master of Fine Arts in creative writing from George Mason University in Fairfax, Va.
Neil Brown is Chairman of the Construction Marketing Association. He has been CEO of numerous
marketing consulting and creative agencies for the past 15 years, managing some of the biggest brands
in the construction sector including Emerson Electric, USG and Bosch Tools. Prior to the agency-side,
Brown was a brand manager at electrical products marketing powerhouse IDEAL Industries, and later
CMO of an architectural metals manufacturer.
CONFIDENTIAL DOCUMENT
©2010 Construction Marketing Advisors. All Rights Reserved.