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Praise for Social PR Secrets PR used to be an egotistical exercise in pitching the media based on your (or your clients’) agenda. In an always-on world, the best ap- proach to generating media attention and to reaching buyers directly is to create content they love to consume and are eager to share. Lisa Buyer shows you how. David Meerman Scott, bestselling author of The New Rules of Marketing and PR, now in over 25 languages from Bulgarian to Vietnamese @dmscott Effective public relations execution continues to evolve, especially in the high-tech software industry. Social PR Secrets is packed full of actionable, real-world tactics that we put to use in our company with immediate results. My team found the numerous nuggets of informa- tion in the book to be easy to read and act upon. It’s a must-read for your PR or marketing team. Ron Antevy, President and CEO e-Builder, Inc. an SaaS company @ebuilder With Social PR Secrets, Buyer has delivered a well-researched and insightful exploration of the latest social media and PR principles and techniques in a practical and enjoyable book that pushes the boundar- ies of the art and science of optimizing and socializing your business’ news. A definite must-read that ought to be required reading for any- one serious about social media. Brett Tabke, founder and CEO of Pubcon, the premier optimization and new media conferences @pubcon Leading the way from traditional to Social PR, Lisa’s expertise and proven methods empower PR and marketing professionals to success- fully leverage today’s social, digital landscape to promote the brand. A must-have reference! Rebecca Murtagh, CEO, speaker, and author of Million Dollar Websites: Build a Better Website Using Best Practices of the Web Elite @virtualmarketer @lisabuyer is a scary little mash up of what it’s actually like to actu- ally implement hybrid digital PR. Of all the thought leaders we’ve interacted with, Lisa’s one of the few that totally walks the walk. She thinks about PR from the perspective of social psychographic distri- bution by organic and paid channels for the win. Social PR Secrets is an easy-to-consume handbook laced with tasty ideas and techniques useful for PR professionals at any level. Marty Weintraub, author of The Complete Social Media Community Manger’s Guide, Founder and Evangelist @aimClear Extremely informative and designed for those marketing profession- als who, like me, have a short attention span. Social PR Secrets is a must read! The online public relations industry continues to evolve as fast—if not faster—than the digital space itself. Whether you are representing yourself or your clients online, Lisa is the perfect guide when it comes to informative tips and strategies on delivering com- pany news outside the traditional journalism ecosystem across social media, mobile devices, and visual press releases—all of which must be optimized for search engines. Matt McGowan, Managing Director, Incisive Media @matt_mcgowan Want to impress your client? Buy this book. A quick, practical guide by a PR veteran on crafting campaigns that perform. Dennis Yu, Chief Executive Officer, BlitzMetrics @dennisyu An action oriented book by a PR wizard, Lisa delivers. Buy this book if you’re looking for ideas you can use immediately to drive press for your clients. Nathan Latka, CEO and Co-Founder of Heyo @nathanlatka Search Engine Optimization, influence marketing, and PR are all converging and part of the mix now; perfect timing for Social PR Se- crets. Social in public relations needs to go from being a task assigned to the intern or newest employee fresh out of college—and central to the whole agency. No PR professional can afford to be without this knowledge. Ric Dragon, author of Social Marketology and CEO of DragonSearch @ricdragon SOCIAL PR SECRETS How to Optimize, Socialize, and Publicize Your Brand LISA BUYER Hashtag: #SocialPRSecrets Social PR Secrets doesn’t stop here. Join the conversation by following the hashtag #SocialPRSecrets. Copyright © 2018 Lisa Buyer ISBN:978-1-938886-85-0 ALL RIGHTS RESERVED. This book contains material protected under International and Federal Copyright Laws and Treaties. Any unauthorized reprint or use of this material is prohibited. No part of this book may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system without express written permission from the author. DISCLAIMER. This book is presented solely for educational purposes. The author is not offering it as legal, accounting, or other professional services advice. While best efforts have been used in preparing this book, the author makes no representations or warranties of any kind and assumes no liabilities of any kind with respect to the accuracy or completeness of the contents and specifically disclaim any implied warranties of merchantability or fitness of use for a particular purpose. Although the author has made every effort to ensure that the information in this book was correct at press time, the author does not assume and hereby disclaims any liability to any party for any loss, damage, or disruption caused by errors or omissions, whether such errors or omissions result from negligence, accident, or any other cause. Published by JETLAUNCH (www.jetlaunch.net) Lisa Buyer photo credit Emily Banks, Anna Maria Island, Florida Illustrations by Lauren Donovan facebook.com/deepcereal @beebow (www.twitter.com/beebow) Dedication There have been many lives and many masters in my life. This book is dedicated to my dad, he always wanted to write a book about his memoirs, and to Tracy, she never dreamed her life would be cut short and there would be a book about her death. To my mom, she proofed this book and my life. Contents Dedication ix Foreword xvii Acknowledgments xix Introduction 1 The 7 Spiritual Laws of Social PR Media Success 3 Chapter 1 Social PR Evolution and Revolution 17 Chapter 2 Today’s Media Relations 33 Chapter 3 The New Press Release 49 Chapter 4 Content Strategy 61 Chapter 5 Editorial Calendar 71 Chapter 6 Online Newsrooms 81 Chapter 7 The Art and Science of Social Publishing 89 Chapter 8 Managing a Community 93 Chapter 9 Dialing into Social PR Customer Service 99 Chapter 10 Jump Into Any News Story 113 Chapter 11 Distribution, Amplification, and Promotion 123 Chapter 12 Live Video PR Secrets: It’s Your Story. Broadcast Now. 137 Chapter 13 Podcasting for Social PR: Listen up. 152 Chapter 14 Mobile and Social PR Hook Up 159 Chapter 15 The Rise of Visual Reporting 165 Chapter 16 Visual PR Secrets 89 Free Graphic and Image Sources 173 Chapter 17 Scoring Influence 195 Chapter 18 Measurement, Analytics, and Google 203 Chapter 19 Avoiding a PR Disaster 213 Chapter 20 Strategy for Tragedy 219 Chapter 21 Optimizing an Event for Social PR 225 Chapter 22 Social PR Collaboration #FTW 231 Chapter 23 Facebook PR Secrets 239 Chapter 24 Instagram PR Secrets 249 Chapter 25 Snapchat PR Secrets 259 Chapter 26 Pinterest PR Secrets 279 Chapter 27 LinkedIn PR Secrets 291 Chapter 28 Twitter Social #PR Secrets Report News, Gain Publicity, & Build Relationships 303 Chapter 29 Chatbot PR Secrets 311 Chapter 30 Futurist PR Secrets 319 Chapter 31 Digital Detox Secrets 329 Chapter 32 Social PR Wisdom 339 About the Author 345 Hear Lisa Speak 347 #SocialPRSecrets Twitter List 349 Glossary Your Social PR Terminology Cheat Sheet 371 Foreword f PR people don’t embrace social media, they will be left in the Idust. The concept of sucking up to a few major publications and offering exclusives to the one that promises the most cover- age is a risky concept. For one thing, the major publications no longer “make” products and services; they often report on products and services that have been made. Trickle down is waning. Bubble up is the new game. Thus, PR and social media are completely different. Where PR is about getting journalists to tell people to buy your prod- uct, social media is about providing value. The goals, rules, and best-practices are not the same. We are fortunate that Lisa has written this book to help PR people understand this brave, new world. She provides tacti- cal and practical methods to combine the best of both worlds. We’re lucky that she has done this for marketers, PR people, and entrepreneurs. Guy Kawasaki Chief evangelist of Canva and former chief evangelist of Apple Acknowledgments riting the fourth edition of Social PR Secrets is something I Wdid not think I’d be doing! Working in the social media and PR business is life in the fast lane with changes happening on a daily basis. New networks, apps and algorithms change more often than not. That’s why this latest edition was a must with two new chapters and a refresh on the entire book. Since writing the first edition of Social PR Secrets in 2013, I’m teaching Social Media Management at the University of Florida College of Journalism and Communications and I love my class @UFSMM. Thank you @UFJschool’s Professor John Wright for making it all possible and the University of Oregon’s Juan-Car- los Molleda for believing in me. Special thanks to the publishing pros who played a major role in getting this next book from point A to B to P (for published) — ​ Chris O’Byrne, president of JETLAUNCH (www.jetlaunch. net) and his dynamic team. xx Social PR Secrets Pinning to the top of my daily feed: Social PR/VR/AR evange- list and content creator Navah Berg helps keep me focused and mindful on a daily basis.
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