In this post, you’ll find an excerpt of the fourth and final installment of PR Newswire’s ebook, “Unlocking Social Media for PR.” In case you missed them, you’ll find the earlier parts below:

Part 1: Wetting Your Feet in the Pool of Social Media

Part 2: The Evolved Practice of Journalism and Earned Media Landscape

Part 3: Facebook, Twitter, LinkedIn, Quora & ProfNet Connect: A Deeper Dive

In this part of the book, you will read about Maria Perez’s experience in tweeting as a brand. Author Sarah Skerik then summarizes her top tips for using key social media platforms:  Facebook, Twitter, and LinkedIn. You’ll definitely find a few gems you can implement right away.

Here is the table of contents for Part 4 of “Unlocking Social Media for PR”:

Riding the Social Media Journey

The final part (part four) in this eBook series takes a closer look at the social media journey of Maria Perez in her role as the voice of @ProfNet, Maria shares her experiences and lessons learned as she carefully built a brand on Twitter – and mastered the difference between professional and personal tweeting. The eBook concludes with the author’s, Sarah Skerik’s, thoughtful recap and key takeaways from her ongoing journey through social media.

Chapter 11

10 Tips for Tweeting as a Brand……………………………………………………………………………. 4

Closing

Lessons Learned from My Social Network Journey – So Far……………………………. 7

Click here to sign up for this final part of “Unlocking Social Media for PR” — it’s free!

Related posts:

1. Unlocking Social Media for PR: Part 3 It’s time for Part 3 of PR Newswire’s ebook, “Unlocking...
2. Unlocking Social Media for PR PR Newswire recently released an ebook, “Unlocking Social Media for...
3. Unlocking Social Media for PR: Part 2 Today we continue our series on “Unlocking Social Media for...

Related posts brought to you by Yet Another Related Posts Plugin.

It’s time for Part 3 of PR Newswire’s ebook, “Unlocking Social Media for PR.”

Here are the links to the previous parts of this series:

Part 1:  Wetting Your Feet in the Pool of Social Media

Part 2:  The Evolved Practice of Journalism and Earned Media Landscape

In Part 3, author Sarah Skerik dives into strategies for using specific social networks for PR: Facebook, Twitter, LinkedIn, Quora, and discussion groups and forums. These chapters contain the nuts-and-bolts of the ebook.

Here’s the table of contents from Part 3 of “Unlocking Social Media for PR”:

Facebook, Twitter, LinkedIn, Quora & ProfNet Connect: A deeper dive

Part three (of four) in this eBook series delves a bit deeper into specific social networks and the different approaches necessary for each. Learn how to cultivate and interact with an audience on Facebook, craft an effective tweet and maximize exposure on Twitter, establish company pages and uncover opportunities on LinkedIn and how to strategically involve yourself in the savvy discussions on Quora and other forums.

Chapter 6
Using Facebook for Public Relations …………………………………………………………………….. 4

Chapter 7
Using Twitter for Public Relations………………………………………………………………………… 9

Chapter 8
Using LinkedIn for Public Relations ………………………………………………………………………. 15

Chapter 9
Using Quora for Public Relations.…………………………………………………………………………. 19

Chapter 10
Discussion Groups and Forums: Virtual Focus Groups for  Wired Communicators ………………………………….. 22

Sign up for Part 3 of “Unlocking Social Media for PR” here.

Next Tuesday, December 27, we’ll take a peek into the fourth and last part of the series. See you then!

Related posts:

1. Unlocking Social Media for PR: Part 2 Today we continue our series on “Unlocking Social Media for...
2. Unlocking Social Media for PR PR Newswire recently released an ebook, “Unlocking Social Media for...
3. 10 Elements of A Social Media Policy for Your Company Your business needs a social media policy. Let me illustrate...

Related posts brought to you by Yet Another Related Posts Plugin.

Today we continue our series on “Unlocking Social Media for PR,” an ebook by PR Newswire.

If you missed the first part of the series, click here to read an excerpt from the ebook: the Introduction and table of contents of the ebook’s first part, “Wetting Your Feet in the Pool of Social Media.”

The second part of the ebook is entitled, “The Evolved Practice of Journalism and Earned Media Landscape.” In this installment, you’ll gain insight on how journalists use social media. You’ll also learn about “evolved media,” and why all businesses should strive for that ideal combination.

Below is the table of contents from Part 2 of the ebook:

The evolved practice of journalism and earned media landscape

Part two (of four) in this eBook series explores how social media has trans- formed the face of journalism – from the way information is distributed, shared and consumed to how journalists and bloggers now interact with pr profes- sionals. Gain insight to the growing opportunities to capture earned media in the evolved landscape where paid, owned and earned media are more tightly integrated than ever before.

Chapter 4

How Journalists and Bloggers Use Social Media – and the Opportunities for PR ……… 4

Chapter 5

Earned Media:  When 2+2=7 …………………………………………………………………… 9

Click here to access the rest of “Unlocking Social Media for PR.”

Check back on Thursday, December 22, for an excerpt of part 3 of this ebook, entitled “Facebook, Twitter, LinkedIn, Quora & ProfNet Connect: A deeper dive.”

Related posts:

1. Unlocking Social Media for PR PR Newswire recently released an ebook, “Unlocking Social Media for...
2. 5 Reasons the Media Is Ignoring You (And How to Get More Media Attention) When you’re not getting any media coverage, whose fault is...
3. Do You Know Your Reach On Social Media Or Are You Out Of Touch With Reality? Today’s guest post is from Natalie Sisson, The Suitcase Entrepreneur...

Related posts brought to you by Yet Another Related Posts Plugin.

PR Newswire recently released an ebook, “Unlocking Social Media for PR,” which I highly recommend you download, read, study, and implement.

Written for PR professionals who want to better understand and make the most of social media and how social media has impacted PR, it’s also useful for DIY business owners.

Below, you’ll find an excerpt from Part 1 of the ebook. To access the entire document, click here and register.

Introduction

by Jason Keller, Senior Vice President, Products, PR Newswire

So social media is changing the art and science of public relations so fast your head is spinning. It all may be second nature to kids with freshly minted degrees and new agency or corporate jobs. But if you’re a PR professional just a few years older than that, you may be dizzy.

Luckily, this is the eBook for you.

In an inviting and accessible style, author Sarah Skerik illuminates social media’s plentiful impact on PR. She provides insights you can use right away concerning what social media has changed, what’s not changed and how you can use the new social layer to make your PR better – all leveraged from Sarah’s unique vantage point. Sarah is Vice President of Social Media for PR Newswire, and she gets firsthand insight into the social media best practices of PR Newswire’s voluminous global customer base even as she manages our own social media presence. And that customer base is telling us that you simply cannot escape the influence of social media in modern public relations – and, in fact, it’s leading to entirely new kinds of workflows for the PR industry.

We’re opening up a new discussion forum for this eBook on our ProfNet Connect expert community. At the end of each chapter, you’ll find a linked button that will enable you to join the conversation and agree, disagree or expand upon the thoughts you find herein.

PART 1
Wetting your feet in the pool of social media

Part one (of four) in this eBook series guides you as you’re getting your feet wet in the pool of social media. Based on your brand’s or organization’s goals, needs, interests and resources, these initial chapters will help you determine how many networks are suitable and which are most appropriate to communicate with your audiences. You will also read about the experiences and challenges of various PR professionals that are in the process of incorporating social media into their daily workflow and embracing their changing role in public relations.

Chapter 1
PR and Social Media: A Simple Guide to Getting It by Doing It ………………………. 4

Chapter 2
Selecting Social Networks: How Many Are Enough? …………………………………………. 10

Chapter 3
Integrating Social Media into the Daily Practice of PR……………………………………… 14

Click here to download the rest of the documents (requires opt in) and receive more PR tips and advice from PRNewswire.

Related posts:

1. Using Social Media to Enhance your Next Event One of the services that my PR company, Cross Border...
2. 10 Elements of A Social Media Policy for Your Company Your business needs a social media policy. Let me illustrate...
3. Do You Know Your Reach On Social Media Or Are You Out Of Touch With Reality? Today’s guest post is from Natalie Sisson, The Suitcase Entrepreneur...

Related posts brought to you by Yet Another Related Posts Plugin.

You’ve probably heard by now that having a blog is a great way to boost your company’s online visibility and drive traffic to your website. When you blog regularly and post about something other than what you had for lunch, you build a community of fans and followers who will happily return again and again to learn from you and your business.

But do you know how to leverage your blog posts to get your company more media attention?

When you don’t have anything newsworthy to say about your company, your blog may be all you need to get your business some buzz or at the very least, keep you on a journalist’s top of mind.

• Think about the last post you wrote that got a lot of attention from your network. Why did it get so much buzz? Is it because you hit the nail on the head about a problem your industry is facing? Did you write a commentary on a controversial issue that people are on the fence about? Turn that post into a pitch and send it to your media list. In a short introduction, tell the reporter why she should be interested in your post and what other information you could offer if there’s a related story they are working on. Be sure to follow up in a few days with a phone call to that reporter.
• Another way you can use that same post to get more PR is to send it out through your social networks (which I hope you do with all of your posts anyway). You never know who will see your post or pass it on to a friend who just might be a journalist looking for a new story idea.
• Conversely, you could also simply tweet your blog to a journalist. It does save you the effort of having to write a pitch, but there’s also a chance that it won’t be enough to capture the interest of a reporter. A better strategy may be to create an army of adoring journalists by regularly tweeting a reporter and engaging them in conversation while occasionally sending them links to your posts that they would find interesting.

Now it’s your turn. How has your blog helped you with your PR efforts? Leave a comment below or send me a message through Twitter or Facebook!

Photo Credit: Techie Mania

Related posts:

1. Blogging: More than just what you had for lunch Marketing yourself or your organization online can be tricky. There...
2. Five Ways Newsletters Up Your PR Game Newsletters not only help you attract new clients, but they...
3. Pitch Writing Lessons from Movie Blockbusters I love to watch movies and this summer I noticed...

Related posts brought to you by Yet Another Related Posts Plugin.

Newsletters not only help you attract new clients, but they can also help attract media to your business.

Think about it. You probably subscribe to someone’s newsletter because you want to receive their insider tips and be updated about any news on a regular basis. You want the latest scoop before everyone else who isn’t on their subscriber list.

The media are just like you: searching for the next big news item and trying to get it down in print before someone else does. When filled with the right content, your newsletter can be just the thing that a journalist needs to write their next article, or consider you as a source for their next story – leading to a possible media hit for you.

Here are five ways that newsletters can be used to your PR advantage:

1. Become the expert

Most newsletters have a “letter” section where you can talk to your subscribers about anything- insider tips, a hot button topic, etc. Use this section to talk about something that shows off your industry knowledge and establishes you as an expert in your niche.

2. Pitch the media…without pitching the media

Newsletters let you share company news on a regular basis without having to write a formal press release or pitch.

3. The long reach

You never really know who’s subscribed to your newsletter. It may be a journalist, a blogger or even a friend of a niche influencer who decides to pass on your newsletter one day.  A company I co-founded several years ago was included in someone else’s newsletter and a reporter from Maclean’s Magazine (a national magazine like the “Newsweek” of Canada) was subscribed.  The reporter then called us for a story and after the story appeared – we attracted a buyer and then sold the company!

4. Follow up, follow up

Newsletters are a great way to follow up with a reporter you’ve met and keep in touch with them. Send them an e-mail following your meeting, share with them your latest newsletter as a way to give them more information about you and mention why you’d think they’d find it handy.

5. Increase the number of eyes on your website

You always want to get more people looking at your website, which increases your chances of a sales or PR conversion. Pepper your newsletter with a few “go to my company site to learn more” links and get those eyeballs there.

How do you use your newsletter in your marketing or PR efforts? I’d love to hear your suggestions and experiences in the comments below or send me a message via Twitter or Facebook

Photo Credit: DTM Software

Related posts:

1. 109 Ways to Make Your Business Irresistible to the Media This post was first published in Copyblogger.com. My friend Patrick...

Related posts brought to you by Yet Another Related Posts Plugin.

If you’re here, in all likelihood it’s because you “liked” my Facebook page when I was named in All Facebook’s “10 Facebook Pages Every PR Professional Should Follow”. To show my appreciation, I’m devoting this post to give YOU some exposure.

Why?

1. I myself hire freelance PR pros on an ongoing basis to work with my corporate clients at Cross Border Communications. If you want to know more about Cross Border and how I built a 7-figure PR agency from home, watch my interview with The Rise To The Top.

2. My PR in Your Pajamas do-it-yourself clients are often on the lookout for PR freelancers, contractors and consultants to support them, especially when I’m unable to work with them.

I’d like to be able to refer them to this single page of PR professionals who are available for contracting work.

If you want to be included, post the following information in the comments below:

• Your Name
• Your Business URL
• The Number One PR Service You Provide

Please be specific and name only one service you not only excel at, but love to do. Choose the one thing you’re really good at that that would make it easy for my readers to say, “Aha! That’s exactly what I need!” Don’t try to be a jack (or jill) of all trades and a master of none.

I can’t wait to learn more about you, and start sending leads your way!

Image from Crestock Stock Photo

No related posts.

Related posts brought to you by Yet Another Related Posts Plugin.

Congratulations to my friend, David Siteman Garland, of TheRiseToTheTop.com, on the recent release of his book, Smarter, Faster, Cheaper: Non-Boring, Fluff-Free Strategies for Marketing and Promoting Your Business.

In the book, David shares:

• How to out-smart (as opposed to out-spend) the competition and stand out in your niche

• Proven ways you can become a trusted resource and recognized expert the media loves!

• Case studies on how you can market and promote yourself by educating, entertaining and inspiring

• Specific strategies to build an incredibly loyal and responsive following

These are the very same strategies the top 1% of creative entrepreneurs and marketers use online and offline to easily and quickly attract followers, fans, and customers.

They will help you build your brand, become recognized as the trusted resource in your market, and increase your impact.

David has interviewed more than 200 entrepreneurs and forward thinkers for his web TV show. Their insights have been distilled in David’s new book.

Also, in The Rise To The Top, David has built a community of over 100,000 people without spending a cent on traditional advertising.

If you recall, David interviewed me for his web show a couple of months ago. I got to experience first-hand his explosive energy and enthusiasm to help entrepreneurs succeed — smarter, faster and cheaper. You definitely want some of that mojo rubbing off on you.

You can get your copy of Smarter, Faster, Cheaper on Amazon.com

No related posts.

Related posts brought to you by Yet Another Related Posts Plugin.

Quick question…what’s the best way to stand out in your market with no marketing budget?

Answer…get free publicity.

Once you figure out the system (and there is a system) to what YOUR unique stories are, and how to get those stories in the hands of media, bloggers and other key influencers who hold the key to your clients – you’ll realize there’s a TON of publicity opportunities you’ve been stepping over all these years.

What’s that costing your business?

In fact, if you’ve been with me for a while, you know I am so passionate about getting publicity that I’ve sold my own business using just that ONE marketing tactic.

I’ll be hosting a FREE, live teleseminar to help you find those great stories in you and your business that’s just waiting to be told.  Please join me Tuesday, June 29 for:

“How to Create Powerful Stories That Get You Free Publicity”

On this call you’ll learn:

• A step-by-step process to help you create UNIQUE publicity stories now and forever
• 3 common myths about publicity that stop you from playing BIG and making the impact you want to make that will build your business FAST
• The #1 thing heart-centered entrepreneurs need to have in order to succeed in getting publicity (don’t even start if you can’t do this)
• What only YOU can do in the publicity process and what you can easily outsource to your team (your VA or even a temp can do some of these things)
• How you can create a Publicity STORM no matter how much budget, skills and time you have available

If you’re a coach, author, mom or other soul-o-preneur serious about building your business (or possibly selling it in the future), you won’t want to miss the information I’ll be sharing with you!

Sign up here to reserve your spot on this complimentary call

No related posts.

Related posts brought to you by Yet Another Related Posts Plugin.

Moms, if you’ve wanted to get GREAT publicity for your company but don’t have the money to hire a publicist, join me as I teach you how to do PR in order to generate traffic to your website and thousands of dollars in sales!

“5 SIMPLE SECRETS TO GETTING FABULOUS PUBLICITY” is where you’ll learn juicy secrets to getting PR that only the PR pros know about!

Register for this free call taking place on August 6th at 1:00pm PST here:

How to Do PR for Mom Entrepreneurs

This class is for you if you’re a mom entrepreneur who wants to save money by doing your own PR and just need a little help getting started. A little publicity can make a BIG difference in your business, so join me for this one hour information-packed seminar. Since I’ll be delivering it over the phone and the web, anyone, anywhere with a phone line OR internet connection can participate.

Even if you already have my ebook, you won’t want to miss this!

No related posts.

Related posts brought to you by Yet Another Related Posts Plugin.