diy online pr for startups - general assembly

DIY Online PR For Startups

Joshua Steimle [email protected]

@donloper


Intro


Contact [email protected]

@donloper


What Is Online PR?Online media placement that is not

purchased, typically obtained by influencing media producers.


3 Forms of Placement


#1 Feature Stories


#2 Expert Mentions


#3 Helpful Content


Why Online PR?


Creates Brand Recognition


Establishes Credibility


Drives Traffic


Improves SEO Efforts


Enduring


Great For Your Ego


How?


Step 1 - ResearchChannel

Journalist


Choose the Right Channel


ChannelsIndustry websites Niche websites

Blogs Influential social media accounts

Media-sharing websites (YouTube) Social networks

Forums Wikis

Top-tier websites


Choose the Right JournalistDo they cover your industry? Do they cover your location?

Do they write for your audience?


Step 2 - Relationships


Step 2 - RelationshipsAsk for advice, not coverage


Step 2 - RelationshipsAsk for advice, not coverage

Ask how you can help


Step 3 - Great Content


Good Content Is So Interesting

You Would Read It


Great Content Is So Interesting

You Would Pay To Read It


Tell Interesting Stories


But I’m Not Interesting


Nonsense!


You Are An Expert


5 Ways To Create Interesting Stories


1. Problem-Agitate-Solve


2. Tie-in


3. Tell Secrets


4. Look At Your Data


5. Interview Someone


Step 4 - Pitch


When pitching writers, journalists, bloggers, and other

media producers, DO NOT…


DO NOT…!


Do Not…Use A ShotgunInstead, customize your pitch. It’s obvious when you don’t.


Do Not…Say You’re SpecialShow them.

In 5 seconds or less.


Do Not…Tell Them How Much They I Can Help You

Journalists would love to help you, and they’d love to help the other 20 people who contacted them today. But they

can’t help everyone.


Do Not…Ask To Talk On PhoneOffer, don’t ask.


Do Not…Think About YourselfMake it about the writer/publisher.


Do…


Know What Writers WantAs a writer, I want my article here.


Know What They’ve WrittenIf they just wrote a story about your competitor, what are the chances they’re going to write a

similar story about your company?


Know Their InterestsI write about Hong Kong, entrepreneurship, and

online marketing. But preferably all three.


Offer Something Valuable“I have an idea for an article that I believe would

get a lot of attention and social sharing.”


Learn From Each PitchAnd make one pitch at a time


Case StudiesHow businesses have successfully pitched me.


Case Study #1Builtvisible, Content Marketing


Case Study #2HWTrek, Advice & Coffee


Case Study #3MySugr, Timing


Case Study #4Hong Kong Visa Geeza


Case Study #5HK Commons


HAROHelp Out A Reporter (HARO)

HelpAReporter.com


Keys to Success w/HARORespond quickly

Include “HARO - [story request]” in subject line Give them what they want, nothing extra

Give them what they want in the first sentence


Other “Pitches”


I’ve Got Quotes“I saw your article on big data. I run a startup in Hong Kong that works with big data. If you ever

need a quote for an article, let me know.”


I’ve Got Connections“I saw your article on big data. I run a startup in Hong Kong that works with big data and have a

lot of connections in the industry. If you ever need a source for an article, let me know and I’d

be glad to make some introductions.”


I’ve Got Data“I saw your article on big data. I run a startup in Hong Kong that works with big data. If you ever need stats or figures to support an article you’re

writing, let me know.”


I’ve Got Pictures“I saw your article on big data. I run a startup in Hong Kong that works with big data and we’ve

created infographics and visualizations of a lot of data. If you ever need something visual to

accompany your writing on big data, let me know.”


Think DigitalGet the link!


Questions? www.mwi.com

http://www.mwi.com

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