Trade Secrets Of Getting More Press Exposure

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?

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
Maintain your blog
Record a podcast
Write a White Paper
Set up a survey
Analyse a survey
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?
Maintain your blog
Record a podcast
Write a White Paper
Set up a survey
Analyse a survey
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

Trade Secrets Of Getting More Press Exposure

by Kelvin Newman on Oct 15, 2009

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