Hit PR Home Runs Every Time: Best practices from Major League Baseball's ''Fan Cave'' to Corning's ''Day Made of Glass''—and more

Hit PR Home Runs Every Time: Best practices from Major League Baseball's ''Fan Cave'' to Corning's ''Day Made of Glass''—and more

Tuesday, Jan. 29, 2013
11 a.m. to 2 p.m. Central
Price: $395
Member Price: $295

Have you ever wished you could gather some of the most creative minds in PR and tap into their thinking?

Invite six of them into your office through this webcast from Ragan's PR Best Practices Summit at the Newseum in Washington, D.C.

You'll learn:

  • How Major League Baseball reaped publicity—both social and mainstream media coverage—by sitting two dudes in a "Fan Cave" to watch every single game in a season
  • What PR Newswire can teach you about avoiding avoid the 5 common mistakes in a press release—so that yours will be remembered, shared, and picked up by reporters
  • What Liberty the Flightless Bald Eagle (and Southwest Airlines) can teach you about developing a corporate newsroom that generates big-media stories
  • How Corning repositioned itself in the public eye from a casserole dish maker into a cutting-edge technology leader—with a single viral video.
Product Code: Y3WC02
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11 a.m. to 11:40 a.m.
Join the conversation with new audiences every day:
A look inside the MLB Fan Cave

Matt Bourne (MLB) and Tyler Hissey (Hill Holliday)

You? You're trying to interest the media in covering analytics for your social widget-gizmo software.

Major League Baseball? They get video of Boston Red Sox player David Ortiz running out into traffic in arch-rival New York City, stopping cabbies to demand a hug.

Who'd want to cover you when Ortiz is risking getting run over—and having a ball?

Well, nobody ever said life was fair. But we at Ragan aim to even the odds. Grab a seat, share some laughs, and get inspired by a campaign that gets you thinking creatively about how to grab media attention by daring to pursue a big idea.

For MLB, the idea was the "Fan Cave," a physical store in New York City where they recruited two fans to watch all 2,467 games of the 2010 season. They appeared in videos, interviewed stars, and created a social and mainstream media sensation.

In this session, you'll learn:

  • How to use social media to consistently engage with new audiences
  • Why viral video content is key to engaging fans online
  • How to connect your brand to all aspects of pop culture, including music, entertainment, technology and art
  • How to secure media coverage in traditional and non-traditional outlets
  • Why real success in social media boils down to engagement

Coverage? MLB began by landing enviable biggies like Mashable, CNBC, and New York's Daily News. Others noticed, and another wave of coverage followed with giants like CNN and the CBS Early Show.

11:40 a.m. to 12:15 p.m.

How to get more visibility for your press releases

Sarah Skerik (PR Newswire) and Ruth Sarfaty (Sparkpr)

Ha! You tricked them, the suckers!

You lured Google searchers to click on your press release—only to discover your content didn't deliver on the headline's promise.

Well, you scored a few extra clicks. But in the long run you're damaging your search engine optimization Sarah Skerik and Ruth Sarfaty explain in this essential video for PR pros.

Google knows whether people hang around when they click through to your content, or quickly hit the back button.

"That back button is a thumbs-down, and Google totally is tracking bounces," Sarah says.

Find out what else you've been doing wrong—and how you can fix it.

In this session, you'll learn:

  • Why press releases are more relevant communication tools than ever—if you do it right
  • How to avoid the 5 common mistakes in a press release, so that yours will be among a tiny minority that people remember, share, and pick up
  • What Twitter can teach you about writing headlines.
  • Tips for crafting an effective press release
  • Tricks for writing the most shareable, stand-out, search-engine-friendly headlines
  • Why numbers matter
  • How multimedia assets can boost the performance of your press release
  • How today's non-traditional press release can increase your media exposure

Find out about Panda and Penguin—and how that relates to Google's algorithm. Learn to avoid the "over-optimization" penalty, and how to build credible social traction around content and relevant inbound links. And discover why everything you learned about SEO five years ago no longer holds.

Best of all, for those who love word craft, learn why the human side of what you write matters most.

12:15 p.m. to 12:30 p.m.


12:30 p.m. to 1:10 p.m.

Why content is the new currency

Brooks Thomas (Southwest Airlines)

An animal sanctuary planned to fly Liberty the bald eagle from St. Louis to Kansas.

Southwest Airlines communicator Brooks Thomas went along for the ride.

He and his colleagues filmed B-roll, shot pictures, and wrote up content on how the eagle—which had wing damage and was blind—traveled in coach next to the sanctuary director.

The story sparked a flood of coverage, from local papers and TV news to The Los Angeles Times. Thousands of people shared tweets about Liberty. And Southwest proved once again that it is a fleet and agile content producer.

Now Brooks shares his secrets with you.

In this session, you'll learn to:

  • Develop a corporate newsroom, using your employees and customers as the reporters
  • Get company executives to buy in and participate in what you're doing
  • Shape the conversation and get ahead during a crisis
  • Woo and leverage online influencers
  • Build a social media policy that encourages and enhances employee usage of social media
  • Master the 4 rules for great content.

And Brooks dishes about Southwest's blog, Nuts About Southwest, telling how it showcases contests, company news, and stories from around the system.

1:10 p.m. to 2 p.m.
Advertising sucks and traditional media is dead. Now what?

Michael Litchfield (Doremus)

The average person is exposed to 3,000 marketing message per day, says Michael Litchfield.

No more than 10 of those penetrate.

How to better the odds? Michael offers five principles to break through the glass shield surrounding your audience.

"A good brand experience is more likely to be repeated, shared and talked about," he says.

In this session, you'll learn how to:

  • Create content that viewers can't help but share
  • Engage audiences in innovative, exciting ways that stand out in a hyper-distracted world
  • Continue the momentum long after your video goes viral
  • Master the four most important brand engagement guidelines

Michael specializes in "complex brands," converting the complicated into the compelling. He takes brands people find boring—such as cloud solutions or financial products—and makes their message watchable and shareable.

He'll explain how to use provocative ads to get noticed, such as the Lung Cancer Alliance's "Cat lovers deserve to die" ad. He talks about how a series of "Get Real" online videos for HP printers illustrates the need for relevance.

And he unpacks Corning's "A Day Made of Glass" viral video campaign, which drew 20 million YouTube views and worldwide media mentions on a modest budget. It successfully rebranded Corning from a cooking ware old-timer to a force in high-tech glass components for computers, televisions, and space technology.

"If we tried to do this using traditional media, it would've been a $100 million task," he says.