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Social PR: When the brand becomes the publisher Lisa Buyer Social #PR Evangelist and #Yoga Girl The Buyer Group. About Me. Publicist, Columnist, Social PR Evangelist Social #PR Chat Editor CEO of The Buyer Group, a Social #PR agency Search Engine Watch Columnist

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Social PR:When the brand becomes the publisherLisa BuyerSocial #PR Evangelist and #Yoga GirlThe Buyer Group

About Me

Publicist, Columnist, Social PR Evangelist

Social #PR Chat Editor

CEO of The Buyer Group,

a Social #PR agency

Search Engine Watch Columnist

Clients include B2B, B2C, Public, and Private

companies across a spectrum of industries.

Frequent industry speaker and writer for various publications including ClickZ, SocialPRChat, and

University of Florida (Go Gators!) graduate with a degree in Public Relations & Business Administration

  • Social PR yesterday, today, the future
  • How to optimize, publicize and socialize your brand's news
  • How to curate related news, images and content
  • Best habits of a highly effective Social Media/PR News Manager
  • Best practices for creating a company online newsroom
how to
How To


Social PR


today, the future

yesterday s press release
Yesterday’s Press Release
  • Took weeks or months for approval
  • Designed for the journalist only
  • Was mailed, (yes mailed)
  • Emailed = straight to junk email
yesterday s press release1
Yesterday’s Press Release
  • Search engines were for geeks
  • Usually ended up in the trash or delete button
  • Hardly ever made it to the end user
  • Measured by clippings!
today s press release
Today’s Press Release
  • Can happen in 140 characters or less from anyone!
  • Is social
  • Is optimized
  • Is visual (VSM) the next BIG thing
today s social pr
Today’s Social PR
  • Is 24/7 without boundaries or limits
  • More Social PR power and control than ever to push the news out and pull the world in
  • Using a mix of online PR and social media strategies
today s pr
Today’s PR
  • Who are we writing for?
    • The journalist
    • Direct to audience
    • Search engines
    • Social media networks like Twitter, Facebook, LinkedIn, Pinterest, Instagram and Google +
today s social press release
Today’s Social Press Release
  • What does it look like?
    • Optimized with keywords or #hashtags
    • Less is more – words, links
    • Images and video
    • PR Tweets in 120 characters or less
    • Facebook Posts 90 characters or less
    • LinkedIn status updates
    • 3 versions – paid, blog and newsroom version
today s online press release
Today’s Online Press Release
  • What does it do?
    • Gets good search results (think editorial)
    • Gets Tweeted and even better: RT
    • Gets Liked on Facebook
    • Gets Pinned and +1
    • Gets online media attention
    • Delivers qualified traffic to a website
    • Delivers qualified traffic to a blog
how to1
How To



socialize and


your brand's news


National Survey Finds: The Majority of Journalists Now Depend on Social Media for Story Ideas and Sources


100% of journalists use Google as a tool when working on storiesGoogle is the top search engine for online research with all responding journalists using this tool. Wikipedia is second

socialized company news travels in tweets posts status pins images blogs instagram hashtags

Socialized Company news travels inTweetsPostsStatusPinsImagesBlogsInstagram#hashtags


Question:How many are reporting company news via a visual news feed such as Pinterest, Instrgram or Tumblr? -

how to3
How To

Curate related




how to6
How To

Practice thebest habits

of a highly effective

Social PR News Manager

content strategy

Content Strategy

Social PR Tip:

Inspiring, newsworthy and trending news.

Theme out your content by months and weeks.

Have a consistent voice that matches your brand.

the 18 minute social pr day pick your social media high five get the right things done

The 18 Minute Social PR DayPick Your Social Media High FiveGet the Right Things Done

Social PR Tip:

One of the secrets to thriving in Social PR is to look at doing fewer things better and pick the ones that matter most.

the power of the written word

The Power of the Written Word

Social PR Tip:

Research shows that people who write down goals, share that information with a friend, and send weekly updates to that friend are 33 percent more successful in accomplishing goals than those who merely formulated goals.


How To

Social Media

And Public Relations



is a social collaboration platform that bridges the gap betweenour personal and professional circles.

  • Inside the organization
  • Outside the organization
  • Social sharing
  • Private and public collaboration


what can you do with this session

What can you do with this session

Join our OMI Social PR session’s group

Find our Power Points

Supporting articles and resources

Share stats on Facebook/Twitter/Email

Collaborate with everyone

Continue the conversation after the #OMI session


the evolution of the pitch press release and promotion it s time for change
The evolution of the pitch, press release and promotion.It’s time for change

Journalists, bloggers and influencers are:

  • Pitched more than ever
  • Require different resources & info
  • Expected to produce more with less
  • Short form valued over long form
pr in not a process
PR in Not a Process

Social PR is

  • Going real time
  • Reporting direct from the brand
  • Going mobile with your story
  • Facebook post, tweet, pin or a pitch
  • Creating brand evangelists
  • Telling your story direct from your brand’s media
today s brand is the publisher
Today’s Brand is the Publisher
  • Story telling
  • Reporting newsroom style
  • Look at your brand’s social networks as individual publications
  • Write like a reporter
  • Become the industry source of news, not just the talking about your brand


Make it your news even when it is not.

Article appeared last week in the WSJ and included a mention of the Camera+ App.



  • Added her own editorial comment to the WSJ article
  • Made it her own brand’s news


Share your news with your network and customize comment to your LinkedIN Groups.

how to7
How To

Incorporate the

bestpractices for creating

a company

online newsroom

the company online newsroom
The Company Online Newsroom

A centralized news headquarters

for all of your brand’s digital


including news stories, photos, videos, financial and other organizational information.

almost 100 percent surveyed expect organizations small and large to
Almost100%percent Surveyedexpect organizations small and large to:
  • Have an online newsroom as part of the website available to the media.
  • Provide access to news releases within their online newsroom.
  • Find PR or media contact information readily available within an online newsroom.
  • Offer the ability to search news archives within an online newsroom
typical newsroom
Typical Newsroom
  • Press Releases
  • Media Coverage
  • Company Fact sheet
  • Images
  • Company Bios
  • White papers
  • Awards
today s online newsroom
Today’s Online Newsroom
  • Created for
    • Media,
    • Customers,
    • Prospects
    • Search engines
    • Optimized
    • Social media friendly
Key Takeaways

Report your company news like a reporter, optimize like an SEO

Think VSM for 2012/2013: Visual Social Marketing = Visual Social Media

If you are not in the news, make yourself part of the news – highjack a story or hashtag.

Collaborate and practice time saving Social PR efficiencies that focus on what works best

Evaluate your online newsroom, make it part of your Social PR content strategy

Don’t be afraid to #Fail! Try #new things

speaker lisa buyer president ceo the buyer group
Speaker: Lisa Buyer, President & CEO The Buyer Group


Twitter: or @lisabuyer