Leveraging On-line PR
Strategies & Tools
Wired World Expo
Nonprofit Communications Network
July 19, 2002
PR Defined
PR is building relationships with your
target audiences by building
relationships with those who have
influence over you target audiences.
On-line PR Qualities
• Interactive
• Human
• Beyond mainstream
On-line PR Defined
• Use Internet as extra communications
channel
• Tighten research & pitches w/online info
• Monitor and influence discussion groups
• Thinking beyond mainstream media
On-line Tactics
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News releases (140 free sites)
On-line press rooms
Linking programs
Search engine submissions
Article or case study submissions
Newsgroup seeding
News Releases
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Free vs. Paid (target, target, target)
Write w/search engines in mind
Include live links
Feed industry newsfeeds & groups
Brief, on-target pitches delivered how they
like them
• Learn what reporters are working on @Media
Map and sites like www.davidlidsky.com of
FSB
On-line Press Rooms
• On-line audience demographics and
behavior differ from print media demos
• Version print materials for Web and
electronic distribution
• Make newsworthy info available via
download 24/7
Link & Search Engine
Programs
• Linking — 101 Ways to Promote Your
Web Site-Chapter 8 — or call Eric Ward
• Value of Overture
• Power of bait pages
• Search engine work — farm it out if you
can’t manage monthly
Case Studies, Awards, &
Eager Outlets
• Fast Company’s Fast 50
• Hundreds of Web site-related awards
• ~3K on-line outlets and Web journalists
like GoBizKC.com
Newsgroup Seeding
• Sometimes it’s best to defer to an
expert — Eric Ward or
iKnowledgeconsultants
• Share great knowledge and a great
sig line
Our Experiences
• Landing WSJ interview for client with
zero face-to-face or phone contact
• On-line Oscar PR campaign increased
our Web traffic 50%
• Maintaining relationships w/patrons
from Spain to Scotland, Australia to Asia
Words of Warning
• Don’t be the last to know
http://www.moreover.com
• Don’t be rogued
http://www.business2.com/articles/mag/0,1640,13007,FF.html
• Less is more
On-line PR Can Work
A press release was distributed electronically for
Suzy Locke, an art consultant who worked with Ellis
Partners to commission a 3,000-pound bronze
sculpture by San Francisco artist Brian Goggin for the
roof of the EmeryTech building in Emeryville.
Precisely 20 minutes later, Locke received an inquiry
from a prospective client. He was delighted to read
about her on the Internet, as he was interested in
commissioning a large-scale sculpture and wasn't
sure how to go about it.
On-line Resources & Tools
• CornerBarPR links and resources
http://www.cornerbarpr.com/bartools/links.cfm
• Contacts On Tap™ media database
http://www.cornerbarpr.com/cot/signup.cfm
• “PR Bootstrapping –
Ingenious Techniques on the Cheap”
http://www.cornerbarpr.com/articles/overheard.cfm?article=1012
On-line Resources & Tools
• Brenda K. Clevenger, ABC
Group Renaissance
http://www.GroupRen.com/
• Steve Crescenzo
http://www2.ragan.com
• Kristin Gambill
http://www.iknowledgeconsultants.com
On-line Resources & Tools
• Jeff Herrington
http://www.jeffherrington.com/
• Shel Holtz
http://www.holtz.com/
• Steve Krug
http://www.sensible.com/
On-line Resources & Tools
• Jakob Nielsen
http://www.useit.com/
• Charles Pizzo
http://www.charlespizzo.com/
• Eric Ward
http://www.ericward.com/ or http://www.urlwire.com
Contact Us
• Brenda K. Clevenger, ABC
Proprietor
816-221-2828
Brenda@CornerBarPR.com
• Richard B. Barger, ABC, APR
Chief Curmudgeon
816-942-2228
Rich@CornerBarPR.com
• CornerBarPR
http://www.CornerBarPR.com