In these impersonal times, a great way to get noticed, and to be appreciated, is to be personal in a thoughtful way.
This is especially true in B2B marketing and public relations.
We’ve seen the proliferation of mass emails to hundreds, or even thousands (please don’t send to this many) of journalists and social influencers, who are inundated with these messages, many of which have little or no relation to what they write about.
As a result, they appreciate, and are more likely to take positive action, when marketers use personalized communication — what we call personalized PR — when making pitches to them. This personalized communication, which can take place via email, over the phone, via social media, etc., involves marketers associating their news with content that the journalists and social influencers have written.
William Tincup, social influencer and consultant, joined Heath Davis Havlick, media relations professional with Fisher Vista Marketing Group, and Mark Willaman, founder of HRmarketer and SocialEars HR, to present a webinar on this topic called “How to Use Personalized PR to Create Big Buzz for Your HR Business.”
During the webinar, William, Heath, and Mark discussed:
- Strategies that are effective in personalized PR
- How personalized PR can lead to valuable relationships
- How to mix personalized PR with mass emails to maximize your results
A copy of the slides is below, and you can listen to the Personalized PR webinar archive here.
Here are the tweets from the webinar, some of which include information that will help you with personalized PR, and others that include reactions to the webinar:
HRmarketer.com @HRmarketer
With journalists, social influencers receiving so many mass emails, using personalized PR is a great way to get their attention #socialears
HRmarketer.com @HRmarketer
Personalized PR makes is much more likely that you’ll get some kind of response. Targets feel no need to respond to a mass email #socialears
Doug Shaw @dougshaw1
@williamtincup 'No one who loves me sends me an html email' #socialears
Doug Shaw @dougshaw1
If your press release or email distribution list has more than one name in it, it's too big #socialears
HRmarketer.com @HRmarketer
Know thy audience, what they care about. Care enough to be personal. #socialears
HRmarketer.com @HRmarketer
Tell personalized PR targets what you'd like them to do #socialears
Adriana Saldana @adrianasaldana
Love it! RT @dougshaw1: If your press release or email distribution list has more than one name in it, it's too big #socialears
HRmarketer.com @HRmarketer
PR is about building relationships, and personalized communication great for forming bonds with targets. #socialears
HRmarketer.com @HRmarketer
Reporter Wendy Culverwell has written about why she likes personalized PR, aka slow PR #socialears http://www.bizjournals.com/portland/blog/2012/08/slow-pr-move-hits-home.html
Elrond Lawrence @El4short
@williamtincup: imagine the media person is reading your pitch while hovering over the "delete" key-- don't drone on! #PR #socialears
HRmarketer.com @HRmarketer
Separate critical from important. #socialears
Doug Shaw @dougshaw1
@williamtincup 'we're not all equal - don't treat us as such. Who really matters to you - target them' #socialears
HRmarketer.com @HRmarketer
Influence is topic-specific. Identify topics that your news relates to, and go on social to find who is engaged with the topics. #socialears
Doug Shaw @dougshaw1
RT @el4short: @williamtincup: imagine the media person is reading your pitch while hovering over the delete key, don't drone on #socialears
HRmarketer.com @HRmarketer
When responding to trending news or topics, be flexible and fast #socialears http://hrmarketer.blogspot.com/2012/05/stiff-and-slow-is-no-way-to-go.html …
HRmarketer.com @HRmarketer
Tincup: You can't be too personal with me. If you care about me, I will be more likely to care about you. #socialears
Joy Capps @ScubaJoy
@williamtincup: You can't be too personal with me. If you care about me, I will be more likely to care about you. @HRmarketer.com #socialears
HRmarketer.com @HRmarketer
Personalized PR takes time, but it's worth it. #socialears
HRmarketer.com @HRmarketer
Personalized PR: Don't do it for 100 people. Save it for the journalists/social influencers whose interests mesh with your news #socialears
HRmarketer.com @HRmarketer
Communicate that I'm paying attention to what you (the journalist/social influencer) do #socialears
Richard Nantel @rnantel
Breaking: Google crashes from volume of searches for the names of @williamtincup 's kids. #socialears
HRmarketer.com @HRmarketer
@Williamtincup: Don't approach every transaction/comment with an agenda/call to action #socialears
Jocelyn Cook @JocelynGCook
@williamtincup "PR is not email marketing, and somewhere we lost sight of that." #socialears
HRmarketer.com @HRmarketer
When you do use a distribution list, what are the best practices? #socialears http://hrmarketer.blogspot.com/2012/07/making-journalists-give-damn-about-your.html …
HRmarketer.com @HRmarketer
Twitter tools: What the HR influencers use #socialears http://hrmarketer.blogspot.com/2012/10/twitter-tools-what-hr-influencers-use.html …
HRmarketer.com @HRmarketer
The NYT article on Maria Popova #socialears http://www.nytimes.com/2012/12/02/fashion/maria-popova-has-some-big-ideas.html
Adriana Saldana @adrianasaldana
"People assume that we r going 2 write a press release & people r just mystically going 2 pick it up." @williamtincup #socialears
HRmarketer.com @HRmarketer
You take so much time to write a release, so why not take the extra time to get better results with promotion? #socialears
HRmarketer.com @HRmarketer
Optimize your release with keywords #socialears
HRmarketer.com @HRmarketer
Article on slow PR #socialears http://tech.fortune.cnn.com/2012/08/14/slow-pr/ …
HRmarketer.com @HRmarketer
What is TopicJacking? #socialears http://www.socialears.com/whats-topicjacking/ …
HRmarketer.com @HRmarketer
Tie your news release into a trending topic or find what's trending and associate your release with it. #socialears
HRmarketer.com @HRmarketer
Content Marketing: The Game infographic #socialears http://www.hrmarketer.com/home/content_marketing.php …
HRmarketer.com @HRmarketer
Don't start off completely cold-calling someone and getting personal. Be a human being and use good judgment. #socialears
Richard Nantel @rnantel
"No one who loves me sends me HTML e-mails." -- @williamtincup #socialears
Janine Truitt @CzarinaofHR
RT @HRmarketer: Dont start off completely cold-calling someone and getting personal. Be a human being and use good judgment. #socialears
HRmarketer.com @HRmarketer
Take the time to find half a dozen people and write a well-crafted personalized pitch #socialears
Doug Shaw @dougshaw1
@HRmarketer @williamtincup good job folks - got some useful tips on your webinar - thanks #socialears
Labels: Heath Havlick, Mark Willaman, Personalized PR, public relations, Slow PR, webinar, William Tincup