ON THE CUTTING EDGE OF SOCIAL PR
I’m passionate about social media. I love it. I was born to do this. And I think we are really only in the very beginning of a very exciting revolution in communication. Imagine — you can now promote your business and compete in the global marketplace on par with any other global business. All you need to do is tell the best story.
I have a different approach than most of the social media pros out there, and it comes from the perspective of 20+ years as a journalist, then a publicist, and then evolving into social media. I think of social media posts as both miniature press releases — and short stories.
I see social media as just a natural evolution of the tools we started doing PR with in the beginning of the computer revolution — email and databases.
PR is still very important — but in the social media era you must intertwine it with your social media program for success
Social PR blends traditional mainstream print/TV/radio news media Press Relations with Social Media content marketing — to reach influencers.
I build relationships with press and influencers. Some of them are traditional print or TV press. Others are simply well connected on Pinterest, Twitter, Facebook and Instagram — but have influence equivalent to or greater than that of traditional media.
Over time, we create authentic, engaged communities who will be advocates of your brand. Who tell your story. Who spread the word for you. I believe in telling a story so compelling that the press call you. The best press coverage always happens this way — pull not push.
Social media and PR are all about connections.
Reach early adopters
The way you get a paradigm shifting or disruptive technology launched is by first convincing the early adopters.
THE THREE PRIMARY EARLY ADOPTER COMMUNITIES:
- Technology early adopters
- LOHAS (Lifestyles of Health and Sustainability)
- Transformational consumers
These are the three groups of people most likely to adopt and try a new idea or trend — and then spread the word about it.
You need to reach pundits, journalists, bloggers, reviewers, investors, analysts and influencers who spread the word to early adopters. The “I am the first on my block” trendsetters, hipsters, techies who dare to try new ideas.
Via this selectively curated group of exceptionally networked people. (Malcolm Gladwell in “The Tipping Point” calls them “mavens” and “connectors”) I can reach millions in a few minutes.