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Digital Public Relations !
Joshua Steimle josh@mwi.com
Digital Public Relations
Intro
Digital Public Relations
Contact Mejosh@mwi.com
Digital Public Relations
What Is Online PR?Online media placement that is not
purchased, typically obtained by influencing media producers.
Digital Public Relations
3 Forms of Placement
Digital Public Relations
Feature Stories
Digital Public Relations
Expert Mentions
Digital Public Relations
Helpful Content
Digital Public Relations
Feature Stories
Digital Public Relations
Digital Public Relations
Expert Mentions
Digital Public Relations
Digital Public Relations
Helpful Content
Digital Public Relations
Digital Public Relations
Why Online PR?
Digital Public Relations
Creates Brand Recognition
Digital Public Relations
Establishes Credibility
Digital Public Relations
Drives Traffic
Digital Public Relations
Improves SEO Efforts
Digital Public Relations
Great For Your Ego
Digital Public Relations
Digital Public Relations
How?
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Step 1 - Great Content
Digital Public Relations
Step 2 - Pitch Publishers
Digital Public Relations
Pitching The MediaWhen reaching out to writers, journalists,
bloggers, and other media producers, DO NOT…
Digital Public Relations
Do Not…
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Do Not…Use A ShotgunInstead, customize your pitch. It’s obvious when you don’t.
Digital Public Relations
Do Not…Tell Me You’re SpecialShow me.
In 5 seconds or less.
Digital Public Relations
Do Not…Tell Me I Can Help YouI’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.
Digital Public Relations
Do Not…Ask To Talk On PhoneOffer, don’t ask.
Digital Public Relations
Do Not…Think About YourselfMake it about the writer/publisher.
Digital Public Relations
Do…
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Understand What I WantAs a writer, I want my article here.
Digital Public Relations
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?
Digital Public Relations
Know My InterestsI write about Hong Kong, entrepreneurship, and
online marketing. But preferably all three.
Digital Public Relations
Offer Something Valuable“I notice you write about companies like mine, and that you write for several publications, but not TechCrunch yet. I have an idea for an article
that could get both of us in TC.”
Digital Public Relations
Tell Interesting Stories
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But I’m Not Interesting
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Nonsense!
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You Are An Expert
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5 Ways To Create Interesting Stories
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1. Problem-Agitate-Solve
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2. Tie-in
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3. Tell Secrets
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4. Top 10 Lists
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5. Interview Someone
Digital Public Relations
Once You Have A Story…Channels, People
Digital Public Relations
ChannelsIndustry websites Niche websites
Blogs Influential social media accounts
Media-sharing websites (YouTube) Social networks
Forums Wikis
Top-tier websites
Digital Public Relations
PeopleChannel first in most cases
Create a profile for a handful of writers Pitch one story to one writer at a time
Learn something from each interaction
Digital Public Relations
Case StudiesHow businesses have successfully pitched me.
Digital Public Relations
Case Study 01SEO Gadget, Infographic
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Case Study 02HWTrek, Advice & Coffee
Digital Public Relations
Case Study 03MySugr, Timing
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Case Study 04Hong Kong Visa Geeza
Digital Public Relations
Case Study 05HK Commons
Digital Public Relations
HAROHelp Out A Reporter (HARO)
HelpAReporter.com
Digital Public Relations
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
Digital Public Relations
Questions
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