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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
  • Transcript

    • 1. Trade secrets
      to maximum exposure
      13 October 2009
      Jason Woodford
      SiteVisibility
      Rob Shepherd
      Press Dispensary
    • 2. 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
    • 3. Why are we here?
    • 4. 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
    • 5. What is PR?
      Press relations
      Public relations
      October 28, 1906
      Ivy Lee, Pennsylvania Railroad
    • 6. What is PR?
    • 7. What is PR?
    • 8. 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
    • 9. 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
    • 10. We need a tight & cunning plan
    • 11. What’s the point?
    • 12. 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
    • 13. What’s your aim?
      What’s your message?
      What’s your target audience?
      Talking to the Media
    • 14. 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
      • 15. posting a decent profile of yourself
      • 16. finding out about us: keep quiet, listen & learn
      • 17. Try to be helpful – use your expertise & experience to answer questions
      • 18. Ask for help and advice
      • 19. Be yourself & don’t hard-sell
      • 20. Work out your strategy & budget (time and cash)
      • 21. Review & improve
      • 22. Measure RoI
      Dude, we’re buying your ice cream, not marrying your family
      Respect! You want our friendship? Earn it! Over time!
    • 23. 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?
    • 24. 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
    • 25. 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
      • 26. the leader in SEO performance models
      • 27. one of the top 20 marketing blogs in the UK
      • 28. pioneering ISO standards for search marketing
      • 29. 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
      • 30. Building targeted media lists(UK and global)
      • 31. Media Distribution
      • 32. Optimised, media-rich online publication
      • 33. 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

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