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Digital Public Relations
Intro
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
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Feature Stories
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Expert Mentions
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Helpful Content
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Feature Stories
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Digital Public Relations
Expert Mentions
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Digital Public Relations
Helpful Content
Digital Public Relations
Digital Public Relations
Why Online PR?
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Creates Brand Recognition
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Establishes Credibility
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Drives Traffic
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Improves SEO Efforts
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Great For Your Ego
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How?
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Step 1 - Great Content
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Step 2 - Pitch Publishers
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Pitching The MediaWhen reaching out to writers, journalists,
bloggers, and other media producers, DO NOT…
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Do Not…
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Do Not…Use A ShotgunInstead, customize your pitch. It’s obvious when you don’t.
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Do Not…Tell Me You’re SpecialShow me.
In 5 seconds or less.
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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.
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Do Not…Ask To Talk On PhoneOffer, don’t ask.
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Do Not…Think About YourselfMake it about the writer/publisher.
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Do…
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Understand What I WantAs a writer, I want my article here.
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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?
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Know My InterestsI write about Hong Kong, entrepreneurship, and
online marketing. But preferably all three.
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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.”
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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
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Once You Have A Story…Channels, People
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ChannelsIndustry websites Niche websites
Blogs Influential social media accounts
Media-sharing websites (YouTube) Social networks
Forums Wikis
Top-tier websites
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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
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Case StudiesHow businesses have successfully pitched me.
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Case Study 01SEO Gadget, Infographic
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Case Study 02HWTrek, Advice & Coffee
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Case Study 03MySugr, Timing
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Case Study 04Hong Kong Visa Geeza
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Case Study 05HK Commons
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HAROHelp Out A Reporter (HARO)
HelpAReporter.com
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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
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Questions
