Trade secrets<br />to maximum exposure<br />13 October 2009<br />Jason Woodford<br />SiteVisibility<br />Rob Shepherd<br /...
Introducing your speakers<br />Rob Shepherd<br />MD of press release and business news specialist Press Dispensary<br />15...
Why are we here? <br />
We’re hoping to… <br />Looking for case studies, examples & ideas<br />Networking / to meet people<br />To enjoy some thin...
What is PR?<br />Press relations<br />Public relations<br />October 28, 1906<br />Ivy Lee, Pennsylvania Railroad<br />
What is PR? <br />
What is PR? <br />
With 2 hours spare a week, you could<br />Write a press release<br />Research journalists to receive a press release and s...
With 2 hours spare a week, you won’t<br />Write a press release<br />Research journalists to receive a press release and s...
We need a tight & cunning plan<br />
What’s the point?<br />
The role of PR in selling stuff<br />X<br />Having a conversation<br />with your customers<br />to influence their percept...
What’s your aim?<br />What’s your message?<br />What’s your target audience?<br />Talking to the Media<br />
Talking to your (potential) customers<br />Can I have jelly beans on mine?<br />You’re my favourite customers!<br />If you...
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
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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.

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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 of "Trade Secrets Of Getting More Press Exposure"

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