how to get press in 15 minutes

How To Get Press In 15 Minutes

!Joshua Steimle [email protected]

@donloper


Intro


Founder & CEO, MWISince 1999

Hong Kong . Salt Lake City Phoenix . Chicago . Austin


Writer


Speaker / Presenter


Contact [email protected]

@donloper


The Big Picture


4.3 Billion

Source: http://www.worldpopulationstatistics.com/asia-population-2013/

Asia Population, 2013


4.9 Billion

Source: http://en.wikipedia.org/wiki/World_population

Asia Population, 2030


525 Million

Source: http://www.ey.com/GL/en/Issues/Driving-growth/Middle-class-growth-in-emerging-markets

Asia Middle Class, 2013


3.1 Billion

Source: http://www.reuters.com/middle-class-infographic

Asia Middle Class, 2030


9.4%

Source: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx

Asia-Pacific Internet Penetration, 2005


31.9%

Source: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx

Asia-Pacific Internet Penetration, 2013


344 Million

Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx, We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/

Asia-Pacific Internet Users, 2005


1.3 Billion


Asia-Pacific Internet Users, 2013


0


Asia-Pacific Mobile Internet Users, 2005


895 Million




1 Billion+

Source: http://www.statista.com/statistics/201232/forecast-of-mobile-internet-penetration-in-asia-pacific/



“In 2013, Global PC Shipments Suffered the Worst Decline in PC Market History”

Sources: Gartner http://www.gartner.com/newsroom/id/2647517


680 Million


Worldwide Smartphone Sales, 2012


968 Million


Worldwide Smartphone Sales, 2013


Source: PR Newswire, Asia Media Landscape Series http://misc.prnasia.com/atd/custeventreg.php?event_id=138


The Big PictureAsia-Pacific Middle Class + Internet + Mobile

=Big Opportunity


What Is Online PR?Online media placement that is not

purchased, typically obtained by influencing media producers.


3 Forms of Placement


Feature Stories


Expert Mentions


Helpful Content


Why Online PR?


Creates Brand Recognition


Establishes Credibility


Drives Traffic


Improves SEO Efforts


Great For Your Ego


How?


Step 1 - Create 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


Once You Have A Story…


Step 2 - Pitch Publishers


Pitching The MediaWhen reaching out to 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…Tell Me You’re SpecialShow me.

In 5 seconds or less.


Do Not…BegI’d love to help you, and I’d love to help the

other 20 people who contacted me this morning, but I 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…


Understand What I WantAs a writer, I want my article here.


Know What I’ve WrittenIf I just wrote a story about your competitor, what are the

chances I’m going to write a similar story about your company?


Know My InterestsI write about Hong Kong, entrepreneurship, and digital

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.”


Identify Channels…Industry websites Niche websites

Blogs Influential social media accounts

Media-sharing websites (YouTube) Social networks

Forums Wikis

Top-tier websites


…Then Identify People1. Select a channel first

2. Create a profile for each writer 3. Pitch one story to one writer at a time

4. Learn something from each interaction


Choose Easy: 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


Step 3 - Think DigitalGet the link!


Questions

how to get press in 15 minutes

Marketing