Director of public relations at WestmorelandFlint, Jessica Stauber presented "Using Social Media as a PR Tool" at the 2011 Northland Social Media Conference in Duluth, Minn.

2. Using Social Media as a PR Tool Jessica Stauber, APR Director of Public Relations, WestmorelandFlint

3. Agenda Giving up the keys Develop a plan Nurture relationships Case studies

4. Giving Up the Keys Public relations = establishing and nurturing relationships between an organization and the key audiences on which its success or failure depends We’ve won the lottery! Right? Conversational journalism

5. Develop a Plan Research Strategy Implementation Evaluation

6. Nurture Online Relationships Connect with your brand advocates Connect with key audiences How do you find them? By searching By listening (i.e. Google, SocialMention, Techrigy)

7. Nurture Online Relationships How do you connect? Gracefully Listen, then speak Don’t just talk about yourself

8. Nurture Relationships with Media Connect with journalists on Twitter; RT items relevant to your followers Follow them on Facebook Read their blogs, comment and share content Read their articles/watch their stories

9. Alternatives to a Press Release Email a pitch Research the reporter Have an angle Engaging subject line Personalize the email

10. Alternatives to a Press Release Send a Tweet Facebook message Call the reporter Meet for coffee HARO

11. Connect with Bloggers Bloggers are not journalists Play by their own rules Create a blogger hit list: Technorati.com PR + SM monitoring software Blogdash.com Klout.com

12. Connect with Bloggers What do they care about? Traffic Influence Being treated uniquely

13. Case Study: SunButter

14. Launch of No-Stir SunButter

15. Case Study: SunButter

16. Case Study: SunButter

17. Company Blog Promotes transparency Gives a human voice Starts a conversation Good for SEO Provides a platform in a crisis Cautions: It’s a commitment Establish a focus

18. SM Expands PR Reach Social media enhances our PR efforts

21. SM Expands PR Reach Social media enhances our PR efforts SM gives us more ways to show our customers “we understand” who they are

22. Case Study: J. Lydia Salon

23. SM Expands PR Reach Social media enhances our PR efforts SM gives us more ways to show our customers “we understand” who they are SM allows us to better capitalize on opportunities

24. Case Study: 7-Eleven

25. 7-Eleven® Slurpee® Trucks Take To The Road to Capitol Hill And Bring Slurpee Summit to the PeopleFollowing President Obama’s Slurpee Shout-Out, Free Cups of the Iconic Drink Will be Distributed Along the Way from Dallas to D.C.

26. Dallas, TEXAS(Nov. 4, 2010) – Early yesterday, President Barack Obama jokingly told a Bloomberg reporter he might serve America’s favorite drink, the Slurpee®, during an upcoming meeting with the incoming House Speaker, Ohio Rep. John Boehner and referred to it as “a very delicious drink.” “We are not surprised by President Obama’s comments about Slurpee, which is non-partisan and has been bringing people together for more than 40 years,” said Joe DePinto, 7-Eleven, Inc.’s president and CEO. “We have made an offer to the White House to install Slurpee machines and to host a Slurpee Summit.” In addition to offering to host a Slurpee Summit, the Slurpee trucks will leave Dallas Friday for Washington, D.C., and share the “delicious drink” with the American people along the way. To further commemorate President Obama’s momentous mention, 7-Eleven also is offering to install Slurpee machines at the White House and in Rep. Boehner’s office on Capitol Hill. 7-Eleven is bringing Slurpee to the people by embarking on this tour making stops at capital cities along the way. Though mixing and matching flavors is a standard practice of our loyal Slurpee fans, people on the Slurpee truck route can also join in on the mixing gig. They can show their patriotic colors by trying or mixing a red, white or blue Slurpee drinks or show their unity by choosing our new flavor, “Purple for the People.” Slurpee fans know that when you bring different flavors together the result is always better.

27. Are you ready? Knowledge + Strategy + Time = Results

28. Questions?