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Who Needs PR? (hint…YOU do)

March 15th, 2009 by Shannon Newton

It’s more important than ever to have a new media PR strategy. The problem is, the more it feels like PR, the less effective it will be. The goal is building a community that becomes your PR machine. How? Listen intently for opportunities to talk to your customers and turn negatives to positives. (Shout out to our very own PR guy, Brian Baumley for encouraging us in our own efforts)

  1. Encourage honest conversations, let the customer know they are really heard
  2. Address their concerns in a public way
  3. Don’t just go after the low-hanging fruit or the most disruptive forces
  4. Monitor all of the conversation mediums (Twitter, Facebook, etc. Good app is Peoplebrowsr)
  5. Don’t think of the new media outlets as marketing launchpads or they will be dismissed

Panelists: Karly Hand, Erin Portman, Brian Solis, Peter Shankma

“PR releases over the newswire are as dead as the blast fax” – Shankman
“If you are not being proactive, you are not getting your message out there” – Portman

Shankman explains good yogurt vs. bad

Shankman explains good yogurt vs. bad

Shankman has a yogurt theory: Good yogurt vs bad yogurt: Bad yogurt provides not value (“I just had a yogurt!”…who cares?) – Good yogurt provides value (TCBY is having 50% off today)

Examples of companies with good new media PR

  • McDonalds
  • Dell
  • BMW

Examples of companies with bad new media PR

  • Skittles
  • Ford
  • Intel

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