73
DIY Online PR For Startups Joshua Steimle [email protected] @donloper

Do It Yourself Online PR For Startups

Embed Size (px)

Citation preview

Page 1: Do It Yourself Online PR For Startups

DIY Online PR For Startups

!Joshua Steimle [email protected]

@donloper

Page 2: Do It Yourself Online PR For Startups

DIY Online PR For Startups

Intro

Page 3: Do It Yourself Online PR For Startups

DIY Online PR For Startups

Contact [email protected]

@donloper

Page 4: Do It Yourself Online PR For Startups

DIY Online PR For Startups

What Is Online PR?Online media placement that is not

purchased, typically obtained by influencing media producers.

Page 5: Do It Yourself Online PR For Startups
Page 6: Do It Yourself Online PR For Startups
Page 7: Do It Yourself Online PR For Startups
Page 8: Do It Yourself Online PR For Startups
Page 9: Do It Yourself Online PR For Startups
Page 10: Do It Yourself Online PR For Startups

DIY Online PR For Startups

3 Forms of Placement

Page 11: Do It Yourself Online PR For Startups

DIY Online PR For Startups

Feature Stories

Page 12: Do It Yourself Online PR For Startups
Page 13: Do It Yourself Online PR For Startups

DIY Online PR For Startups

Expert Mentions

Page 14: Do It Yourself Online PR For Startups
Page 15: Do It Yourself Online PR For Startups
Page 16: Do It Yourself Online PR For Startups

DIY Online PR For Startups

Helpful Content

Page 17: Do It Yourself Online PR For Startups
Page 18: Do It Yourself Online PR For Startups
Page 19: Do It Yourself Online PR For Startups

DIY Online PR For Startups

Why Online PR?

Page 20: Do It Yourself Online PR For Startups

DIY Online PR For Startups

Creates Brand Recognition

Page 21: Do It Yourself Online PR For Startups

DIY Online PR For Startups

Establishes Credibility

Page 22: Do It Yourself Online PR For Startups

DIY Online PR For Startups

Drives Traffic

Page 23: Do It Yourself Online PR For Startups

DIY Online PR For Startups

Improves SEO Efforts

Page 24: Do It Yourself Online PR For Startups

DIY Online PR For Startups

Great For Your Ego

Page 25: Do It Yourself Online PR For Startups
Page 26: Do It Yourself Online PR For Startups

DIY Online PR For Startups

How?

Page 27: Do It Yourself Online PR For Startups

DIY Online PR For Startups

Step 1 - Great Content

Page 28: Do It Yourself Online PR For Startups

DIY Online PR For Startups

Good Content Is So Interesting

You Would Read It

Page 29: Do It Yourself Online PR For Startups

DIY Online PR For Startups

Great Content Is So Interesting

You Would Pay To Read It

Page 30: Do It Yourself Online PR For Startups
Page 31: Do It Yourself Online PR For Startups
Page 32: Do It Yourself Online PR For Startups
Page 33: Do It Yourself Online PR For Startups

DIY Online PR For Startups

Step 2 - Pitch Publishers

Page 34: Do It Yourself Online PR For Startups

DIY Online PR For Startups

Pitching The MediaWhen reaching out to writers, journalists,

bloggers, and other media producers, DO NOT…

Page 35: Do It Yourself Online PR For Startups

DIY Online PR For Startups

Do Not…

Page 36: Do It Yourself Online PR For Startups

DIY Online PR For Startups

Do Not…Use A ShotgunInstead, customize your pitch. It’s obvious when you don’t.

Page 37: Do It Yourself Online PR For Startups

DIY Online PR For Startups

Do Not…Tell Me You’re SpecialShow me.

In 5 seconds or less.

Page 38: Do It Yourself Online PR For Startups

DIY Online PR For Startups

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.

Page 39: Do It Yourself Online PR For Startups

DIY Online PR For Startups

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

Page 40: Do It Yourself Online PR For Startups

DIY Online PR For Startups

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

Page 41: Do It Yourself Online PR For Startups

DIY Online PR For Startups

Do…

Page 42: Do It Yourself Online PR For Startups

DIY Online PR For Startups

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

Page 43: Do It Yourself Online PR For Startups

DIY Online PR For Startups

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?

Page 44: Do It Yourself Online PR For Startups

DIY Online PR For Startups

Know My InterestsI write about Hong Kong, entrepreneurship, and

online marketing. But preferably all three.

Page 45: Do It Yourself Online PR For Startups

DIY Online PR For Startups

Offer Something Valuable“I have an idea for an article that I believe would

get a lot of attention and social sharing.”

Page 46: Do It Yourself Online PR For Startups

DIY Online PR For Startups

Tell Interesting Stories

Page 47: Do It Yourself Online PR For Startups

DIY Online PR For Startups

But I’m Not Interesting

Page 48: Do It Yourself Online PR For Startups

DIY Online PR For Startups

Nonsense!

Page 49: Do It Yourself Online PR For Startups

DIY Online PR For Startups

You Are An Expert

Page 50: Do It Yourself Online PR For Startups

DIY Online PR For Startups

5 Ways To Create Interesting Stories

Page 51: Do It Yourself Online PR For Startups

DIY Online PR For Startups

1. Problem-Agitate-Solve

Page 52: Do It Yourself Online PR For Startups

DIY Online PR For Startups

2. Tie-in

Page 53: Do It Yourself Online PR For Startups

DIY Online PR For Startups

3. Tell Secrets

Page 54: Do It Yourself Online PR For Startups

DIY Online PR For Startups

4. Look At Your Data

Page 55: Do It Yourself Online PR For Startups

DIY Online PR For Startups

5. Interview Someone

Page 56: Do It Yourself Online PR For Startups

DIY Online PR For Startups

Once You Have A Story…Channels, People

Page 57: Do It Yourself Online PR For Startups

DIY Online PR For Startups

ChannelsIndustry websites Niche websites

Blogs Influential social media accounts

Media-sharing websites (YouTube) Social networks

Forums Wikis

Top-tier websites

Page 58: Do It Yourself Online PR For Startups

DIY Online PR For Startups

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

Page 59: Do It Yourself Online PR For Startups

DIY Online PR For Startups

Case StudiesHow businesses have successfully pitched me.

Page 60: Do It Yourself Online PR For Startups

DIY Online PR For Startups

Case Study 01SEO Gadget, Infographic

Page 61: Do It Yourself Online PR For Startups

DIY Online PR For Startups

Case Study 02HWTrek, Advice & Coffee

Page 62: Do It Yourself Online PR For Startups

DIY Online PR For Startups

Case Study 03MySugr, Timing

Page 63: Do It Yourself Online PR For Startups

DIY Online PR For Startups

Case Study 04Hong Kong Visa Geeza

Page 64: Do It Yourself Online PR For Startups

DIY Online PR For Startups

Case Study 05HK Commons

Page 65: Do It Yourself Online PR For Startups

DIY Online PR For Startups

HAROHelp Out A Reporter (HARO)

HelpAReporter.com

Page 66: Do It Yourself Online PR For Startups

DIY Online PR For Startups

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

Page 67: Do It Yourself Online PR For Startups

DIY Online PR For Startups

Other “Pitches”

Page 68: Do It Yourself Online PR For Startups

DIY Online PR For Startups

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.”

Page 69: Do It Yourself Online PR For Startups

DIY Online PR For Startups

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.”

Page 70: Do It Yourself Online PR For Startups

DIY Online PR For Startups

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.”

Page 71: Do It Yourself Online PR For Startups

DIY Online PR For Startups

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.”

Page 72: Do It Yourself Online PR For Startups

DIY Online PR For Startups

Think DigitalGet the link!

Page 73: Do It Yourself Online PR For Startups

DIY Online PR For Startups

Questions