Social media PR editorial calendar

Image of Twitter bird Who doesn’t love lists? If you’re like us, writing it down, whether on paper or in your mobile while on the fly, is a part of your every day and helps you get through it all. Your social media content and media pitches shouldn’t be any different.

Your channels should reflect a consistent theme each month.  To help keep your tweets, posts and media pitches organized, we suggest building yourself an editorial themed calendar for each quarter.  Record all your channels down the left hand column and the months of each quarter along the top. For each month in your Social Media PR Editorial Calendar, ask yourself: What would that theme be? Perhaps there’s a celebratory month related to your business or you want your theme to be focused on a national holiday.

The next step is to reflect that theme with content across your various channels. Try not to post that same content across all channels. Instead, think of your audience of each channel and how you can re-articulate your theme that best reflects their interest. For each platform, ask yourself: What would be the main focus of my content that best embodies this theme for (twitter for example) and will be engaging?  Do this for each channel and schedule as needed. We’ve also posted a Social Media Calendar Infographic on our Facebook page for start-ups or SMEs. Perfect for new on-boarding interns or staff!

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Deanna White has always been passionate about marketing and public relations. Owner of storylinePR, Deanna is best known for taking it beyond the pitch. For building brands & bottom lines with the right channels to share your story. www.storylinepr.ca.

How are you marketing your brand?

Image of oranges with green appleApples, when compared to oranges, are quite different and we like to think of ourselves in that light.  Every once in a while, we go through a mid-life crisis when it comes to our brand and this time, decided to entertain our whim.

As the media landscape evolves, so do our services in order to keep our clients’ PR programs current and relevant, ensuring maximum results. We bring unique perspectives to the table and felt it was time for a fresh new look to reflect this & put our personality out there.

If you follow this blog, subscribe to our newsletter, visit our site or social media properties on Twitter, Facebook, LinkedIn, Pinterest, there’s no doubt you’ve seen our new branding being slowly introduced with  green apples.

“Why apples” you ask?

We love what we do and more importantly – have fun doing it. We think our new minimalistic theme and apple images evoke fresh, crisp thinking with

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thinking outside the QR box

If you are one of 20.1 million Canadian mobile device owners, you’ll likely heard of QR codes. If you are a business owner or in the communications field, you are likely using them.  That’s smart, because according to comSCORE, Canadians scanned 1.3 million QR Codes in June 2011 with Ontario leading the way at 48% of all QR Codes scanned. 

One of the most creative uses I’ve come across from a PR perspective is reflected in the following campaign to raise money for a  homeless charity.

image of use of QR code for homeless PR campaign

To increase awareness, QR codes were printed on cardboard with branding and positioned amongst blankets and belongings to replicate the outdoor dwellings of homeless people. These were staged at various points in a major city in the UK and once scanned, the smartphone user was taken to a ‘giving page’ to donate money directly to the charity. Brilliant, I say. They knew exactly what kind of appeal would resonate with the public and used creative marketing tactics along with a QR code in a very effective PR campaign.

When developing your next PR campaign, think outside the QR box by going back to the basics of your communication objectives and think about the fundamental call to action you want consumers to take.  Make an impact from the first scan to ensure that your audience will keep scanning in the future. After all, it’s marketing that attracts new customers, it’s PR that keeps them coming back.

So, how far will you venture outside the QR box for your next PR campaign? What creative marketing elements will you incorporate to engage, create awareness and brand loyalty?  We invite you to visit the social side of storylinePR by following our creative use of QR codes board on Pinterest, where we post unique ones we come across.

social media PR – making the leap!

We just finished our presentation at the IEA, (International Executives Association) Leadership Conference at the National Convention Centre earlier today. Some great questions from attendees about making the leap from traditional PR to social media PR!  It was great to share information on connecting to journalists through social media, see some familiar faces in the crowd & have the opportunity to connect, (live and in person), with members of my online community.

How to use social media to enhance your PR efforts[slideshare id=9348047&w=425&h=355&sc=no]

5 reasons to take a closer look in your own backyard

[tweetmeme source=”storylinePR” only_single=false]The majority of my clients are Ottawa-based who are looking to get their news in the hands of local media. When I encourage them to have their release translated to French to send to the French media outlets as well, it amazes me that this is most often overlooked.
The reason this is so quickly dismissed comes down to the notion that it costs more.  The truth of the matter is that the majority of the budget associated with developing a PR campaign has already been spent.  The cost to develop a strategy, key messaging, creating the release for distribution to the Ottawa market is complete. Having the release translated and sent to a targeted list of French media outlets is a small fraction of the budget.
I persuade clients to consider the French media for several reasons. The most obvious reason is that when communicating their news  to a broader market, they reach a wider audience that is practically in their backyard.  Here are few more:
  1. It’s cost effective – the hard work is already done
  2. It generates traffic – be it new customers or online visits
  3. You’ll gain recognition over time in new untapped communities
  4. You’ll build your business brand in undiscovered niche markets
  5. You’ll build relationships – not only with the audience but also with the media
Now that you have 5 reasons to take a closer look in your own backyard, so why not consider creating your next release – en français?

what’s your story? here’s mine.

[tweetmeme source=”storylinePR” only_single=false]I’ve been getting a lot of resistance from fellow PR pros on introducing a new concept. My clients think it’s a great idea and I am still of the mind that it would be a great option for small and medium-sized businesses, (who are my target market), to enter the PR game. The concept is a pay for placement.  In addition to fee structures that I currently offer… retainer and by project, I am introducing a “pay for play” pricing model as an option. Essentially this will include a base fee, (to cover the up-front costs of campaign development), plus a fee associated with the type of media attained.

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valuable tips for integrated PR

[tweetmeme source=”storylinePR” only_single=false]I’ve been blogging a lot about the changing media landscape and how journalists, bloggers and other media influences play an important role in integrated PR channels for SEO, building credibility, shaping perceptions and influencing opinions about your news.

I came across a great article “How to Get an Influencer’s Attention“ by Tamar Weinberg , author of The New Community Rules: Marketing on the Social Web.  The article highlights some valuable tips from some of my favourite content creators such as Seth Godin, Pete Cashmore, Chris Brogan, Steve Rubel, Brian Solis and many more.   They give some frank and common sense advice for PR pros and marketers on engagement.   The common theme?  Be brief, connect and add value. Here is what they had to say in answering Tamar’s question… “how do you recommend people grab your attention?”

setting PR goals

Everyone has their own reasons for integrating PR into their 2010 goals and it should be part of your overall communications program.   

To get started, you need to need to ask yourself 3 questions:

  • What do we want to accomplish? Increase understanding, awareness, build support?
  • What do we want to say?
  • Who do we want to reach?

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what station are you tuned into?

Through PR, we paint the big picture related to a product, service or issue at hand.   Effective media relations can raise awareness, increase understanding, build support and encourage involvement, secure commitment among the community, among others.  But before pitching a story, you should understand which station to tune into.j0316383

Every individual or organization looking to bolster their community presence should be tuned into WIFM.   Focusing on the rationale behind What’s In It For Me will set the tone. Are you looking to be recognized and respected with the general public? Gain community support? Create a higher profile? Know what your media objective is upfront before engaging in any PR activity. 

Every reporter and editor is tuned in to WSIC.  Translation – Why Should I Care.  Think about why a reporter should do a story on you or your business.  Why should the media outlets readers, listeners and/or viewers care? The more compelling your answer to WSIC is, the better your chances of getting good media coverage for our story ideas.