Client Name PresentationClient NamePresentation

Digital PR: 5 Steps to ExposureScott De Buitléir, Digital Communications Manager

@scottdebuitleir

Public Relations

Originally a form of propaganda (usually for governments) this soon developed into the business

community. PR and ‘spin’ are related; though the latter often ignores larger picture when promoting

agenda

#DigitalPR

SEO & Content Marketing - Work to DateTinderPoint’s Approach to Digital PR

#DigitalPR

How It Works: The 5 Rs

Research

Reach Out

ReleaseResults

Relationship

#DigitalPR

1: ResearchUsing the following to find journalists, bloggers, and key influencers of relevance to our content campaign(s):

• BuzzSumo• BuzzStream• Google News• Google Custom Search Engine• BoloHQ• MyNewsDesk • Twitter

#DigitalPR

2: Reach Out

Using Twitter or E-mail (manually or via BuzzStream) to see if journos will be interested in a story. Breaking the ice VS cold calling.

(Time and resource dependent…)

#DigitalPR

3: ReleaseSending content to selected newsdesks, producers and journalists.

Press releases often included, but not always necessary.

Quote from client should be included in any PR outreach to open opportunities for MPC

#DigitalPR

Understanding the Audience

News desks, journalists, content producers, and bloggers

#DigitalPR

Five Journo Questions:• WHO are you, or who are you representing• WHAT is this piece about (elevator pitch)• WHY is this important, most of all to whom you’re

pitching!• WHERE can this be found, or where it’s happening• WHEN is it available, happening, or due for release

Bonus Question:• HOW – the background behind the story, the client or

the campaign

#DigitalPR

4: Results

Content published / featured in online media, news sites, and blogs, but potentially broadcast and print media also.

#DigitalPR

5: Relationship

Replying to journalist involved in exposure, thanking them and building a lasting rapport

#DigitalPR

SEO & Content Marketing - Work to DateDigital PR Within Content Marketing

#DigitalPR

Results

• Examine Exposure; links back to client site, rise in social media following, leads, etc.

Release /Exposure

• Social Media• Press Release &

Outreach Campaign

Production

• Content Production; Events; Public Appearances, etc.

Planning

• Outline Goals• Medium/Media To Be

Used

SEO & Content Marketing - Work to Date

Thank You!

#DigitalPR

Scott De BuitléirDigital Communications Manager

Ph: +353-1-4852619 Twitter: @scottdebuitleir