how to gain leads within the journalist space - victoria mcmahon - senior digital pr strategist -...
TRANSCRIPT
How to gain leads within the journalist space and get your brand talked about
online
Firstly, press coverage is getting harder!
The changing media landscape…• Less space and more competition
• Less opportunities for product placement
• Journalists use analytics such as search (where their stories appear on Google News) social media engagement and on-site analytics
• Added extras (graphics/videos/fact boxes/case studies are crucial)
• Links to online and broadcast are in demand
• Fewer journalists with less time on their hands
Stay relevant but not promotional in order to gain coverage
Understand that creativity will always achieve success
Build relationships and trust
Who is our audience?
What and where are they having conversations
online?
How can we add value to the conversation?
1 - Audience/Conversation Research
Buzzsumo
YouGov Profiler
Answerthepublic
Twitter Chats
#Hashtags• #BBloggers
• #LBloggers
• #FBloggers
• #Tbloggers
• #Fdbloggers
• #BloggerMeet
• #BloggerEvent
• #MCRBloggers
• #SheffieldBloggerMeet
• #LeedsBloggers
2 –How can you add value? (content creation)
Opportunities
Surveys
Newsjacking
Infographics/ Interactive graphics
Data
Expert commentary/
insights
Client PR/Marketing
activityIssue Led
RS Opps
Competitions
Events
FOI
3 – Seeding to press
Your PR pitch should be the cherry on topand your email subject is the single most important part of your pitch!
Because…
The Full Package• The story
• Images
• Fact boxes
• Informal panels
• Video
• Commentaries
• Analysis
• Case Studies
A few worthwhile exercises/tools
#Journorequest
Twitter lists/Tweet Deck
Inspiration meetings/boards
Daily News Review/Live Blogs