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How To Get Press for Your Skillshare Class
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How To Get Press for Your Skillshare Class

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I spoke with a group of Skillshare Master Teachers about how they could get press for their classes, including tips on how to pitch journalists, as well as how to become a guest writer to boost their …

I spoke with a group of Skillshare Master Teachers about how they could get press for their classes, including tips on how to pitch journalists, as well as how to become a guest writer to boost their reputations.

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  • HARO: startups respond to requestsNewsBasis: Follow topics and get suggested pitches / startups can respond to requests
  • HARO: startups respond to requestsNewsBasis: Follow topics and get suggested pitches / startups can respond to requests
  • HARO: startups respond to requestsNewsBasis: Follow topics and get suggested pitches / startups can respond to requests
  • HARO: startups respond to requestsNewsBasis: Follow topics and get suggested pitches / startups can respond to requests
  • Transcript

    • 1. How To Get Press forYour Skillshare Class
    • 2. Potential Obstacles• No reputation• No budget• No time• No PR experience
    • 3. Strengths• Interesting topic• Passion• Reviews
    • 4. 1. Invite Press• Is your class easily coverable by a reporter?• Is the subject area easy to understand and translate into written word?• Is there a sizable audience that may be interested? – If so, what type of media do they read? – Which reporters at those media outlets should you pitch?
    • 5. 1. Invite Press Lifehacker Needs You! Scott Britton Ari Meisel
    • 6. 1. Invite Press Mashable Needs You! Lukasz Dmowski Avi Flombaum Dan Kozikowski
    • 7. 1. Invite Press Entrepreneur Needs You! Steve Schlafman Scott Pollack Carla Lynne Hall
    • 8. 1. Invite Press Pitch It Like You’d See It • Pitch the story in the way you’d expect the journalist to cover it – Don’t expect journalists to be all-knowing creatures. You’re the expert!
    • 9. 1. Invite Press Formulas That Work • How-Tos • Tips • Studies • Data • Top Lists
    • 10. 1. Invite Press Understand Coverage Area & Audience • Try to avoid this sentence: – “I read your recent post called ‘XYZ,’ and I think you’d be interested in covering my Skillshare class.” • Instead, be personable and welcoming • Explain why your class is a fit for his/her audience • How to find journalists: Google, Twitter, MuckRack.com
    • 11. 1. Invite Press Customize Your Pitches • Journalist’s name • Mention of his or her publication • True interest in recent coverage / coverage area • Details on why your class is relevant
    • 12. 1. Invite Press Avoid Press Releases • 95% of press releases are useless • If you use one… – Be informative, not sales-y – Omit quotes (good publications don’t use them) – Attach or copy-and-paste it below the email – Embed a link to the press release – Or offer to send the press release later • If you don’t use one… – 1 sentence defining your Skillshare class – 2-3 sentences explaining the relevance of your class • EMAIL SUBJECT LINES ARE VERY IMPORTANT!
    • 13. 1. Invite Press Composing a Subject Line • How To Learn To Program In 120 Minutes (Event Invite) • 30+ Life Hacks for Being Awesome (Pitch) • Top 10 Social Media Branding Tips for Small Businesses (Story Idea)
    • 14. 1. Invite Press Have Useful Assets Available • Useful assets include: – Link to your Skillshare class – Class photos – Video recording of your class – PowerPoint deck – Class reviews
    • 15. 1. Invite Press Follow Reporters on Twitter “It’s amazing to me that I get a MUCH higher response rate when pitching reporters via Twitter than email. I would actually go as far as to say that every time I’ve pitched a reporter via Twitter, I have gotten some sort of response (often resulting in a story for my client). Via email, I have maybe a 50% response rate. The phone call response rate would be my lowest.” - Nicole Denton, PR, Pyxl
    • 16. 1. Invite Press Reverse Pitch with HARO & NewsBasis helpareporter.com newsbasis.com
    • 17. 1. Invite Press Stories I’ve Written with HARO • 13 Branded iPhone Apps That Enhance Their Company’s Products • 13 Ways to Improve Your International SEM Strategy • 7 Unique Eco-Friendly Company Transportation Alternatives • 6 New & Innovative Social Media Campaigns to Learn From • 7 Twitter Marketing Campaigns to Learn From • How The iPad Is Helping Businesses Go Green
    • 18. 2. Write Guests Posts
    • 19. 2. Write Guest Posts Tips for Guest Writing • Research who manages a publication’s guest writing program • Submit a pitch, not a full story – Different publications have different procedures • Understand the terms of the deal. – Byline or no byline? – Paid or unpaid? • Either way, you’re building your reputation.
    • 20. Final Tips• Be concise.• Have a very clear message.• Think like the reader.
    • 21. Questions?

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