David craig

Achtung, baby! Using PR to increase your VISIBILITY online and offline David Craig, presenter

Strategy first, then tactics.
Reach new customers?
Reach current, former, prospective customers?
Reach general public at large?

What do you want to accomplish?
More web hits
More inbound links
More phone calls
More in-store visits
More orders
Awareness (fame, fortune)

Where can PR take your story?
Broadcast (radio, TV)
Print (newspapers, magazines)
Online (blogs, media websites, press release sites, YOUR website)

Why media?
Media coverage begets media coverage
Media outlets post most content on their websites
This content is archived. It can stay for years
You can link to this coverage from your website

Why post on release sites?
Numerous free press release sites
Stltoday.com offers free press release
posting
Can link back to your site
Releases are archived TFN
These releases can rank high in search

What is a press release?
Information, not a commercial
Change (new employee, new location, new partnership, new product)
Event (conference, luncheon)
Award (civic, corporate, etc.)
Charitable effort (scholarship, cash/volunteer contribution)
Milestone (years, sales, downloads)

Media pitching
Media have space & airtime to fill
Always looking for new content
Sometimes looking for “same old” content, but from different source
Looking for something topical/timely
If you don’t know what they want, call and ask questions!

Are you an EXPERT?
Can you communicate your wisdom in brief answers and comments?
Have a product that’s going to amaze?
Have an event that will interest many?
Do you have a famous name?
Are you funny?

St. Louis Business Journal
Very good archiving that turns up in search
They want dollar figures for “Shoptalk” items and other pitches
Great for events listings
Great for people (change) listings
Read by many subscribers and employees
Biz Journal sends emails with news updates in morning and afternoon

St. Louis Post-Dispatch
Business section Fridays & Sundays
Circulation still significant, especially Sundays
Most content posted on stltoday.com
Useful for events/people listings
Features/interviews can run a bit longer than Biz Journal

How do I pitch to media?
Send email to individuals at outlets
Subject line is vitally important
Info should be basic. WWWWWH. Must include contact info!
Get media list from United Way for $20
(Call Bev at 314-539-4073)
Get media list from stlouismetromediaguide.com for $210

What about press release sites?
Search for “free press release sites”
Do not go for up charges!!!
They can appear in search
Best paid site is PR Newswire
Also: Pitch Engine (1st month free)
ALWAYS include stltoday.com

Social media: a great PR tool
Post frequently, but not too much
Twitter---to get followers, follow others. Offer info. Don’t just sell.
Facebook---Photos, videos, entertaining content. Keep business Facebook page on business.
Youtube---Keep it short. (#2 search)
Foursquare---Foot traffic
Blog---Make the commitment!

Email Marketing
Constant Contact, Marketvolt, My Emma, Sendstream, Vertical Response
Include links to homepage and landing pages in each email
Subject line vitally important
Minimal amount of copy
Photos are good
Share useful, entertaining info with your sales pitch

More on email marketing
Harvest email addresses via your website: visitors/purchasers
Walk-in customers: fill out card
Business cards
Include “forward to a friend” option
Include “join our mailing list” option
Archive and post links on website
Downside of email marketing: 25% opens!

How to write a press release
Short paragraphs
Get to the point
Enthusiastic but factual
Edit, edit and edit some more
AVOID JARGON
Have someone else proofread
Remember who is reading this
Don’t be too cute or funny

Another PR tool: the Op-Ed
St. Louis Post-Dispatch is looking for topical input from the community
Is there a public issue or pending legislation that affects your business/ industry/neighborhood/charity?
Present your position in 700-750 words
Use newspaper length paragraphs

Website basics
Phone number
Address (are you local?)
Who are you?
What do you do?
Email address or contact page
News releases!

Can I do this myself?
As with auto repairs and house painting, yes, you can!
Just do it
Be objective
Get other opinions
Consult a professional when necessary
When you get coverage, follow up with a handwritten thank you note
Remember: media coverage begets media coverage

David Craig
636-346-3434
[email_address]
www.davidcraigpr.com
Twitter handle: @davidcraigstl

David craig

by Market Saint Louis on Oct 09, 2010

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