1Forget PR as you know it.Managing media relations is the past;the future belongs to brands thatbecome media.The key to your client’s success isproducing - and hosting - the bestcontent in its industry.
1“If you’re a PR pro, you need to listenup. Brands and businesses are thepublishers of the future. Media outletsare your competitors now, not yourbiggest allies.”Jason Kintzler, jasonkintzler.com3
2If your client is producing great content,you don’t need to distribute it.A good inbound PR approach will pullconsumers, competitors and evenmedia towards your brand’s contenthubs.
2“Your influence grows by virtue of yourpresence if you fully embrace a pullstrategy. Bring your desired audience toyou where they will listen intently asopposed to unartfully pushing yourmessages to them.”Adam Singer, the future buzz4
3Create valuable content, and you won’tneed to sell it. Quality content willspread naturally without an elaborateoutreach campaign. Simply ping peopleto let them know it exists.
3“Tell people about your newly-published content, but dont pitch it.The qualities that make your contentinteresting or useful should allow yourcontent to stand on its own.”Rebecca Corliss, Hubspot Blog5
4You may no longer pitch, but you stillneed to help media write their ownstories about your client. Incorporateclear contact info, links to additionalresources and social media elementsinto your content.
4“You can publish great content… but if areporter or journalist doesnt know whoto contact or cant easily find theinformation theyre looking for, thatjournalist might pursue a differentsource for their story, meaning youd missout on some great PR coverage.”Pamela Seiple, Hubspot Blog6
5Forget using campaigns and events todrive spikes in coverage. You now havethe opportunity to really tell yourclient’s story. Consistently show up,reiterate your ideas, and brand equitywill follow.
5“Brand journalism allows us to bea witness to the multi-faceted aspectsof a brand story… Each communicationprovides a different insight into ourbrand. It all adds up to a [one]journalistic brand chronicle.”Larry Light, McDonald’s former CMO, Ries’ Pieces7
6Your client is no longer just a provider ofgoods and services, they now have to bean expert in their field.Shared expertise will attract moreconsumers to your client’s content, andprove they are a trusted partner.
6“Forget about the secret sauce thing andmarket your expertise — that’s your realcompetitive advantage.”Erik Wolf, PR Marketing.com8
7You should be able to tell your client’sstory by talking about subjects ofinterest to your audience. Listen to theconversation, via social and searchengines, and learn about ways to craftrelevant, engaging stories.
7By becoming media you’ll go through thesame information discovery processmodern media go through to craftstories… Through this, you’ll start to gaina clearer perspective of how ideasspread online. And only then can youunderstand the art of inbound PR.“Adam Singer, the future buzz9
8Blogs are a great place to start, butthere are many other ways to sharea brand’s story. Create visual contentlike videos and infographics, long-formcontent like ebooks, and curatesearch-engine-friendly content hubslike forums. Go beyond blogs.
8“Brand journalism is the creation of webcontent—videos, blog posts, photos,charts, graphs, essays, ebooks, whitepapers—that deliver value to yourmarketplace and serve to position yourorganization as one worthy of doingbusiness with.”David Meerman Scott, WebInkNow10
9Breaking out of old habits and embracinginbound PR will inevitably involveexperiments. Trying out differentcontent and publishing platforms willattract attention, allow you to learn bymaking inexpensive mistakes, and mayeven succeed.
9“Experiment with many different ideasto create interesting content, drivetraffic, earn links, rally communities andinspire people to action. It’s a lot of fun,and at the same time a fantastic way tolearn. There is no limit to using opennetworks other than your creativity. “Adam Singer, the future buzz11
10Brand journalism requires a long-termcommitment, and a sustainableapproach. Start small, with two or threeshort blog posts a week, and you canhone your storytelling craft before youstart to experiment.
10“Don’t over extend yourself, and don’tbite off more than you can handle. Takethings in small steps and get yourself andyour team into good habits before youget too ambitious.”Erik Wolf, PR Marketing.com12
Take these steps towards a successfulinbound PR strategy, and you will generate more media coverage. You can trust Press Index to pick up this coverage for you find out more at : www.pressindex.com