Trade Secrets Of Getting More Press Exposure
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Trade Secrets Of Getting More Press Exposure

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Jason Woodford from http://www.SiteVisibility.co.uk and Rob Shepard from the Press Dispensary talk about easy ways for your business to get more press exposure.

Jason Woodford from http://www.SiteVisibility.co.uk and Rob Shepard from the Press Dispensary talk about easy ways for your business to get more press exposure.

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  • Summarise
  • Awards, competitions, social media, press releases, editorial etc
  • Awards, competitions, social media, press releases, editorial etc
  • Are you B2B or B2C?What are you trying to achieve?Image to sell stuffWhat’s the role of PR in selling stuff
  • Give them what they wantDataInsights, gossip, research results, early informationCommentary, honest views, exclusive newsFree stuffIn the format they want itBlog, Twitter, Email, coffee meeting

Trade Secrets Of Getting More Press Exposure Trade Secrets Of Getting More Press Exposure Presentation Transcript

  • Trade secrets
    to maximum exposure
    13 October 2009
    Jason Woodford
    SiteVisibility
    Rob Shepherd
    Press Dispensary
  • Introducing your speakers
    Rob Shepherd
    MD of press release and business news specialist Press Dispensary
    15 years in film, broadcasting and corporate communications
    1990s corporate clients include dozens of FTSE 100 companies
    Formed Press Dispensary as sleeping partner
    Became MD in 2007
    Co-runs UKPress, the online discussion forum for journalists and PRs (www.ukpress.org)
    My own boss virtually all my working life
    I like cheesy powerpoint
    Jason Woodford
    Founded Academy Internet in 2002
    Created AI Digital in 2007
    Merged with SiteVisibility in 2008
    More exposure than we deserved
    BBC TV show – “Beat the Boss”
    Awards from Prince Charles & Al Gore, SBA and Deloitte
    Top SEO rankings for “Internet Expert” and “SEO Agency”
    Top marketing podcast on iTunes
    Vodafone magazine
    Business Link Case studies
    IIP brochure
    FT plus loads of trade press, Radio, Argus coverage
  • Why are we here?
  • We’re hoping to…
    Looking for case studies, examples & ideas
    Networking / to meet people
    To enjoy some thinking / strategy time
    To get out of the office?
    To avoid attacking my “To Do” list?
    To learn about press releases. To learn about public relations. To learn about social media and online PR
    To learn about PR
  • What is PR?
    Press relations
    Public relations
    October 28, 1906
    Ivy Lee, Pennsylvania Railroad
  • What is PR?
  • What is PR?
  • With 2 hours spare a week, you could
    Write a press release
    Research journalists to receive a press release and send it
    Maintain your blog
    Write an award entry
    Join and post to an online forum/community
    Maintain your Twitter account
    Manage your Facebook fan page or LinkedIn profile
    Create a video for YouTube
    Record a podcast
    Write a White Paper
    Comment on some blogs
    Set up a survey
    Analyse a survey
    Arrange a competition /promotion with a newspaper/trade magazine
    Write an article for a website / magazine
    Write a letter to the editor of your trade magazine
    Etc
  • With 2 hours spare a week, you won’t
    Write a press release
    Research journalists to receive a press release and send it
    Maintain your blog
    Write an award entry
    Join and post to an online forum/community
    Maintain your Twitter account
    Manage your Facebook fan page or LinkedIn profile
    Create a video for YouTube
    Record a podcast
    Write a White Paper
    Comment on some blogs
    Set up a survey
    Analyse a survey
    Arrange a competition /promotion with a newspaper/trade magazine
    Write an article for a website / magazine
    Write a letter to the editor of your trade magazine
    Etc
  • We need a tight & cunning plan
  • What’s the point?
  • The role of PR in selling stuff
    X
    Having a conversation
    with your customers
    to influence their perceptions
    and improve the chance
    of them buying from you.
    Generating favourable
    word of mouth marketing
  • What’s your aim?
    What’s your message?
    What’s your target audience?
    Talking to the Media
  • Talking to your (potential) customers
    Can I have jelly beans on mine?
    You’re my favourite customers!
    If you want to hang out with us
    • Do not blunder in. Start by
    • posting a decent profile of yourself
    • finding out about us: keep quiet, listen & learn
    • Try to be helpful – use your expertise & experience to answer questions
    • Ask for help and advice
    • Be yourself & don’t hard-sell
    • Work out your strategy & budget (time and cash)
    • Review & improve
    • Measure RoI
    Dude, we’re buying your ice cream, not marrying your family
    Respect! You want our friendship? Earn it! Over time!
  • A 10 minute PR Strategy
    Who are you and what do you do?
    What is success?
    Who is the key to making that happen?
    What do they want?
    Build a relationship and engage with them
    What’s the best route to engagement?
  • Where do you spend your two hours?
    Write a press release
    Research journalists to receive a press release and send it
    Maintain your blog
    Write an award entry
    Join and post to an online forum/community
    Maintain your Twitter account
    Manage your Facebook fan page or LinkedIn profile
    Create a video for YouTube
    Record a podcast
    Write a White Paper
    Comment on some blogs
    Set up a survey
    Analyse a survey
    Arrange a competition /promotion with a newspaper/trade magazine
    Write an article for a website / magazine
    Write a letter to the editor of your trade magazine
    Etc
  • About your speakers
    SiteVisibility is a top 20, rapidly growing, award winning digital & search engine marketing agency
    Founded in 2002, 20 employees and £1.1m revenue in 2008
    Renowned for our search marketing expertise
    • the number 1 marketing podcast on iTunes
    • the leader in SEO performance models
    • one of the top 20 marketing blogs in the UK
    • pioneering ISO standards for search marketing
    • Investing 2% of our revenue in Search Marketing R&D
    Press Dispensary specialises in press releases & online news management for businesses
    Press release services include:
    • Writing
    • Building targeted media lists(UK and global)
    • Media Distribution
    • Optimised, media-rich online publication
    • Online news syndication
    Also builds & manages online media centres (press offices): SaaS additions to client websites
    Offers training in press release skills, online PR and Twitter for business
    Provides white label services for agencies
    www.pressdispensary.co.uk