By Warner Boutin and Fred Godlash
Media Leaders’ host Josh Ochs fielded questions to a panel of agency experts including:
- Kim Koury, Owner, Spin Public Relations
- Kyra Reed, Digital Strategy & Social Branding, Adler Integrated
- Chris Baccus, Executive Director of Digital, Golin Harris
- Chad Bennett, Founder and CEO, Populus Brands
- Apryl DeLancey, Director of Marketing & Social Media, Blaze PR
The PR gurus discussed client acquisition strategies, content marketing tactics, digital technology, managing competition and lessons learned along the way.
On embracing digital technology & the integrated communications approach, Chris Baccus touched on Golin Harris’s “G4” model, which merges four expertise areas into one entity.
Apryl DeLancey discussed ways in which her agency, Blaze PR, tackles a collaborative approach when handling clients. First and foremost, “Get over yourself, and focus on helping the team/client project,” said DeLancey.
On leveraging new media, Kim Koury’s crew at Spin PR Group harnessed news buzz surrounding the 405 freeway closure, known as “Carmageddon,” housing a live tweeting event/ party. Their publicity efforts turned a potentially disastrous PR project into a positive experience, garnering global media attention.
Adler Integrated’s Kyra Reed tapped social media to maximize local marketing efforts surrounding their client, iconic music venue The Roxy, setting the table for the Sunset Strip Music Festival , now in its 6th year .
Chad Bennett with Populus Brands focused on consumer brand building. “[You have to] leverage the story across TV, digital, film platforms to really build the brand, not just content,” said Bennett.
On amplifying their clients’ earned media messaging consistent with paid and owned media silos, the panelists agreed on crafting the messaging early and being authentic.
Business Wire’s Warner Boutin shared a few press release SEO headline tips. “Lose the prepositions and adverbs. Turns out search bots also value active AP style voice, ” said Boutin.
Sponsors led a live twitter contest, awarding winners with travel discount cards (Uber) and Google Analytic s promo cards (Business Wire).
Additional sponsors included Chipotle Mexican Grill, who provided a much appreciated couple of boxes full of burritos.