PRWeb goes to school with the PR Coach
This week, Jeff Domansky (@ThePRCoach) utilized his PR expertise to school us on DIY PR for small businesses. Keep reading to find out how to handle a not-so-great PR move, what’s changing in PR and what tools to include in your DIY PR tool kit:
SA: We’ve seen some interesting topics lately. The crisis in Cairo, Super Bowl debates, etc. How does one handle a PR crisis such as the one @kennethcole stirred up recently on Twitter?
JD: There are 3 steps in managing any crisis: being prepared, being proactive and being responsive. Be prepared in advance by setting up alerts and monitoring traditional as well as social media, especially by using free tools and being an active listener. Here’s my favorite crisis quote, Wyatt Earp’s advice: “Take your time quickly and aim carefully.” Here are a few key questions to expect in crisis: “What happened? Are we safe? What are you doing about it? Can we trust you/ what you’re doing?”Lastly, here’s what’s most important in a crisis: a quick, proper response such as this example when the Red Cross handles this rogue tweet. Classic 10/10.
SA: It’s 2011. What is changing in PR? Is it easier or harder to DIY in 2011?
JD: There’s a need for speed, and the integration of traditional and social media. The prevalence of new channels/tools and the impact of video and mobile is also much greater than it used to be. What’s still needed? The ability to find “news,” the ability to be a great writer, and the ability to tell a story. You’ve also got to listen and be strategic, analytical, have press/presentation skills and the ability to be fearless. What’s easier? We’ve now got DIY tools including social media, which allow direct to public communication without a media filter, which makes consumer access and targeting much easier.
SA: Why is social media so important to a PR strategy today?
JD: Social media is important because it’s direct to your targets; it’s low cost, easy entry and eliminates tech barriers (mostly). Social media complements traditional PR perfectly. It is ideal for DIY PR because of its engagement potential, high speed of information, and targeting abilities. In my opinion, a DIY PR program should combine traditional PR with new and social media strategies in order to be fully effective.
SA: Do you have an example of a public relations plan anyone can implement?
JD: Try the R.A.C.E. formula for PR plans: Research, Assessment, Communication, and Evaluation. I’ve got more in-depth sample PR, strategic, and internal communication plans and resources at my PR Coach site.
SA: Is the news release still relevant? Does it still get results? How? Be honest!
JD: News releases? Absolutely, as long as it’s “real” news, researched and targeted to the media. News releases need re-inventing and incorporation of social media components in order to be effective. Small businesses: ensure that your news is real news not marketing, hype, tech babble or embarrassing. Try repurposing traditional news releases as social on your website; rewrite it as an interview or Q&A with links to video or other “valuable” multimedia –rich resources.
SA: What are the most important, useful DIY PR tools in your PR toolbox?
JD: Best DIY PR of all: having great traditional PR/media relations for influence, participating on Twitter for speed/engagement, and having face-to-face community relations. 3 of the most important DIY PR tools after distributing a news release and doing some media relations? Blogging, Twitter, LinkedIn, Facebook or YouTube (ok that’s 5)—utilize these resources to their fullest. I’ve got 350+ news release, social media release tips, tools, templates, and resources on my site if you’d like to learn more.
Jeff Domansky has more than 25 years of PR consulting experience, mostly in an agency environment. His areas of expertise are strategic PR, crisis management, media relations and agency management. But what he believes in most is simple, practical PR advice that gets results. Until recently he was CEO of a successful Vancouver PR agency–now he focuses on consulting for select clients using integrated PR and social media, coaching PR execs, managers and business owners, writing and blogging.
The next #prwebchat features Terry Starbucker (@starbucker), personal development expert on leadership Thursday March 3, from 2:00-3:00pm EST. Have a question you’d like to ask Terry? Tweet or DM it to me @prweb. Follow in real time, join the conversation, and see previous #prwebchat tweets here.
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