Do It Yourself Online PR For Startups

DIY Online PR For Startups

!Joshua Steimle josh@mwi.com

@donloper

Contact Mejosh@mwi.com

@donloper

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

Step 1 - Great Content

Good Content Is So Interesting

You Would Read It

Great Content Is So Interesting

You Would Pay To Read It

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…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.

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

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

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

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.”

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…Channels, People

ChannelsIndustry websites Niche websites

Blogs Influential social media accounts

Media-sharing websites (YouTube) Social networks

Forums Wikis

Top-tier websites

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

Case StudiesHow businesses have successfully pitched me.

Case Study 01SEO Gadget, Infographic

Case Study 02HWTrek, Advice & Coffee

Case Study 03MySugr, Timing

Case Study 04Hong Kong Visa Geeza

Case Study 05HK 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!

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