Tag Archives: PR

I am a Speaker at the 2011 NCLR Annual Conference July 23-26

19 Jul

I’ve been asked to speak at one of NCLR’s workshops about social media. My presentation is about the importance of truly understanding communications, marketing, and PR in order to be able to use social media more effectively.

Below are my presentation notes: (PowerPoint presentation will be posted on the next blog post)

WELCOME SLIDE: I would like to welcome all the lideres tonight. It’s so nice to see such bright Latinos.  My name is Adriana Gallegos, and I’m originally from Albuquerque, NM but I have been living in Washington, DC for the past seven years. My background is in Communications and PR. For undergraduate I studied broadcast journalism at the University of New Mexico, and then got a Masters in PR and Communications from Georgetown University. For the past seven years I’ve been working in PR and marketing assisting governments, nonprofits and corporations with a variety of campaigns.  However for the past two years I’ve been using social media to create a network of followers or fans to support certain campaigns that I’ve worked on. Social media seems like it’s fun and easy to use but there is a strategy on how to use it, and that’s what I’ll be teaching you today. My background in PR, marketing, and communications has helped me on how to use social media more effectively.

SECOND SLIDE: Could someone tell me the goal of one of his or her current or past projects?



1. What is the first step?

  • review
  • research
  • respond
  • redirect

FIFTH SLIDE: The answer is Review – First you need to know what is being said about your brand or issue. You want to read all the reviews, forums, Web sites, blogs, Facebook and Twitter to get a good sense of what the environment is like for your issue. Is there a lot of buzz? Is it negative or positive? What are the areas that you most need to focus on?

Radian 6PeopleBrowsr, and TweetDeck are great analytic tools that can help you do a thorough review.


2. What is the next step?

  • record
  • review
  • research
  • respond

SEVENTH SLIDE: The answer is Research.

Once you know what the online environment is like for your issue or company you want to really research your TARGET AUDIENCE to see if they’re even on social media. It’s important to know your audiences likes, dislikes, and interests. It’s also a good opportunity to survey them to see what social media tools they use most. For example, if you’re working on a campaign that targets low-income senior citizens most of them are probably not using social media.

Also, during this time you’ll need to come up with guidelines on how to interact with others online. What can and can’t be said, how to answer certain inquires, and who should be in charge of social media.

You’ll also will need to come up with an online profile-what tone, style, image do you want others to know you by…trendy, grassroots..etc.

Tools you could use to research your audience are Survey Monkey, CrowdTap, and Facebook Polls.


3. What is the third step?

  • redirect
  • respond
  • research
  • record

NINTH SLIDE: The answer is Respond. You can now start in social media. Create your own Facebook page, Twitter account or use whatever other social media tool you think is necessary to achieve your goal. At this time you won’t be generating content, just asking those online who are discussing your topic to join your conversation by becoming a fan or follower.


4. What is the fourth step?

  • record
  • research
  • redirect
  • respond

ELEVENTH SLIDE: The answer is Record. Generate content that is informative. Make sure that your posts end with a “call to action” asking the fans or followers to do something that will help you eventually achieve your overall goal.


What is the last step?

  • record
  • research
  • respond
  • redirect

THIRTEENTH SLIDE: The answer is Redirect. You want to direct your fans or followers to your Web site. Your Web site is like asking someone to come stop by your store or company. It’s the most important tool, considered a virtual sales person.


  • Review
  • Research
  • Respond
  • Record
  • Redirect

How Media Relations Has Changed!!!

12 Feb

PR is definitely changing so as PR professionals that means changing certain methods and strategies.

I remember that when I first started out in PR it was all about writing press releases on what my clients wanted to publicize. It didn’t matter whether it was newsworthy or not, the point was to get it out to as many media outlets as possible hoping someone would pick up the press release and do a story on it.

Things have changed all thanks to social media and the Internet. Now some newspapers are barely surviving or have been shut down. As journalist are now learning how to adapt to new technology we PR professionals have to as well.  Below are some tips on pitching to the media.

1. Realize that today many media outlets are short staffed meaning that a reporter doesn’t have time to listen to your pitch. And if they do have time it’s very limited so you better make your pitch a good one.

2. Many reporters are looking to the web for their stories so that means you need to do the following—create SEO press releases and post them on targeted Web sites, create an interactive Web site, video or blog, utilize Twitter and Facebook to publicize your campaign, and comment on forums and news web sites—LET THE REPORTER FIND YOU.

3. I know most clients say I want to come out on CNN, NY Times, Washington Post or LA Times, but  first research if your audience is even reading those newspapers. If you’re working on a campaign to raise awareness on teen pregnancy figure out who is it that you would like to reach out to—parents, teachers, doctors, NGOS, etc…Maybe some of your target audiences are not reading the top newspapers maybe it’s blogs or pod casts. RESEARCH…RESEARCH…RESEARCH. Remember that we now live in a niche society, which means that there are a variety of different news sources that could possibly publicize your story.

4. If you would like reporters to cover an event start creating the buzz a couple weeks in advance. You could write a blog entry for a popular blog, ask a radio personality to announce it, tweet everyday about it, and connect to the key players on Twitter.  Buzz online creates word of mouth offline which helps your message get to the right people. Once you’ve built up enough buzz the news will eventually pick up on it or when you do call them it will be an easy pitch.

5. Put yourself in the reporter’s shoes. Reporters are curious people always trying to report something that affects someone in a profound way or looking to hold elected officials accountable for their actions. Knowing that a reporter is looking for a story that has an impact on others or communities make sure that what you’re pitching is affecting someone or a community in a good or bad way.

6. Get to know your reporters. You need to know how they write and what they tend to write about. Remember media is also your target audience so you must also research them.

So next time your boss says write a press release, send it out, and pitch it…..think twice about doing that, because while you’re spending time on that press release your targeted reporters are already well on their way to researching the web for interesting stories.

Tips on Hiring for a PR Marketing Campaign

6 Feb

More Lessons Learned:

Working as a consultant you deal with an array of clients, each with its list of demands, quirks, and methods. As a consultant you have to get used to their way of doing things because at times it’s hard to change the CEO’s mind on anything, you’ve been hired to do a specific task and that’s it.

One day I’ll be boss and then I can do things differently, for example hiring.


1. Once you have a clear idea of how a certain project or campaign is suppose to run-start making a list of skills you would need to get the job done. If you think you could do it on your own go for it, but I recommend having an extra helping hand.

2. Write a very specific job description–duties, skills, pay, hours, and time frame. And email it out to specific groups on LinkedIn or other listservs.

3. Once you know what you want the interviewing process begins! Narrow down the list to the ones that interest you most-choose 10.

4. Once you’ve narrowed down the list email the lucky ones to let them know that you’re interested. When emailing them be sure to also send them the campaign’s proposal or communications plan so that they have an idea of what the project entails. Give them about two weeks to read the plan, and if they’re still interested have them email you for the interview.

Make sure that the proposal you send them has a detailed list of tasks, a timeline, and duties that they must perform. The interviewee needs to know what he or she is getting into.

5. The interview should be about the proposal and the workload. You need to make sure that the interviewee doesn’t have any other prior commitments that might interfere with the project. You want to make sure that they’ll be committed to you for however long the project might last–6 months or a year.

6. Once you’ve hired the right one please make sure to spend at least the first week training them on where things are, providing them with a list of priorities and deadlines, and clearly defining their role. I know we’re all busy but try to make the time to train the employee/intern/consultant; they need to know that they can count on you for anything. Make yourself available—it’s so important!!!!

If you want a project to go smooth you need to be VERY VERY clear on what’s needed. Employees are not psychics they need to be informed.

It takes more time to do the things bad and fast than to take the time to do them right and well!!!