News Jack City: Explore the Ways Bloggers Can Have Their Voices Heard by Traditional Publishers - Alex Matjanec
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News Jack City: Explore the Ways Bloggers Can Have Their Voices Heard by Traditional Publishers - Alex Matjanec

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News Jack City: Explore the Ways Bloggers Can Have Their Voices Heard by Traditional Publishers - Alex Matjanec News Jack City: Explore the Ways Bloggers Can Have Their Voices Heard by Traditional Publishers - Alex Matjanec Presentation Transcript

  • News Jack CityExplore the Ways Bloggers CanHave Their Voices Heard byTraditional Publishers
  • Public Relations is just one ofthose things.“The ones who don’t get coverage will quickly dismiss it as useless and a waste of time andmoney to pursue, while the ones who regularly get coverage just smile and hope that youkeep thinking that way...”
  • there’s hope as Bootstrapping PR does work.Big Picture Day-to-Day Tactics1. Perfecting your brand 1. Building your message2. Creating content that 2. Creating a Publications drives inbound Links Relations List3. Building relationships with 3. Pitch, tweak and repeat reporters
  • Why TraditionalPR matters? Improved Employee Clients Morale Partnerships Publicity Money Traffic Credibility Links
  • People Trust it More: trust information on social 30 % networks. 71 % for newspapers.70 trust cable news networks and 64 percent % for network news. 34 % trusted blogs.
  • Everything GetsCovered,Everyone Writesthe Same Thing.
  • Becoming an AuthorityIn the last 3 years, MyBankTrackerhas become a leading source andauthority in the personal-financespace, as seen by our extensivepress coverage.
  • The Mirror Check -Creating a Brand / ImageDo you blog or do you cover news? Know who you are and what you want. Determine your image by answering the following questions: 1. What’s different about you or your company? 2. What are you the expert of? 3. What makes you better than your competitors? 4. What’s your “Unique Selling Proposition” (USP)?
  • Publications that have created an image thatresonates well with Traditional Media:DepositAccounts.com1. Expert in Deposits and Interest Rates2. Offers a POV that is timely and relevant3. Scores for keywords on product vs content specificNerdWallet.com1. Heavily focused on Credit Cards2. Conduct surveys and opinion polls3. Publish’s compelling case studies
  • Build YourPublication ListIts important to note that PR isnt a numbers game,as many think. Its a quality and relevance game.1. Determine if you want national or local coverage (or both).2. Create a list of everywhere you want to be covered: newspapers, radio, blogs, trade journals, etc.3. Break it into larger categories, such as tech blogs, mainstream media, local press, niché publications and so on. Not just about the New York times, but specific sections, such as the bucks blog4. To determine relevance, read at least 5 articles. Truly understand the writing style and typical news they cover.
  • Find the RightContactIts all about relevance, even more sowhen youre looking for the right personto pitch your story to.
  • A good way of finding the right person to pitchyour story to, is to go to the publication andsearch for relevant content.Unable able to track downtheir email address:
  • The Drifting TechniqueStep 1Make a list of 5-15 competitors. You don’t haveto compete directly, but instead they can be in asimilar world as you.Step 2Find where they have been mentioned in themedia. If they haven’t been mentioned, findcompetitors or related companies who have.
  • Step 3Time to build out your Contact list. Heres the infothat my list usually contains:Gain a good understanding of their personality.
  • The Power of HARO HARO, an acronym for Help A Reporter Out. It is one of the largest free source repository, sending out over 1,500 queries from worldwide media each week. 30,000 journalists use HARO to locate experts for on-air interviews and articles.
  • Are you news worthy?News is…1. Some item of interest to the person reading the newspaper or listening to the news.2. Interesting information about your company and its activities.3. Whatever the editor says it is.4. Information that is timely, unique and local to the readership.
  • Are you news worthy?Answer is… It’s the reason McDonald’s McRib#3 Whatever the continues to get coverage. editor says it is.
  • Crafting ThePerfect PitchThe pitch needs to show relevance, becompelling and maintain brevity.
  • Some General Don’ts.Avoiding the big Screw Ups1. Avoid the Embargo - Generally speaking, 4. Skip the General Address - Most writers dont like embargoes. Its a liability publications recommend that you send to and a pain in the ass that many would like a generic email address like to avoid. news@publication.com, its the catch-all for poor pitches.2. Lose the Press Release  - Theyre bloated, impersonal and a thing of the 5. Put Down the Phone - We live in a digital past. If you just want links on Yahoo! age, where phones are a secondary thing.  news, sure, go for it. 6. Dont Suck - Most importantly, dont3. Dont Double Pitch - Dont send the suck. Be a good person, not someone same pitch to multiple people at the same thats just on the hunt for links. Provide publication. the writer with value, help them do their job and be awesome. Its amazing what good intent can do.
  • Were we mess up on the pitch. We get wordy, dance around the purpose of theemail, attach a press release and ultimately fail miserably. Focus on driving those clicks and Keep it brief and call out the important 1 extra page views. A Subject line is the 2 parts. title to your article. • Start with a single sentence that • Tip: Most journalists have (at least) two explains your angle up front. In some email addresses. One for the public cases try bolding this sentence. (the catch-all) and one that they actually use. Try and add a little personality to it that • Tip: Journalists look for quick facts / 3 matches up well with the personality of tips, while publications (FastCompany) the writer. look for stories / experiences. • As we learned from their social profiles.
  • “The story will be about the efficiencies that 7-Elevenbrings to the convenience store as a result of itsmassive scale and business innovations, and how theirexpansion plans (up to 100 new Manhattan locations inthe next five years) might pose a threat to a mainstay of ”New York life: the corner bodega.
  • The Journalist FormulaReporters and Producers follow a formula that willusually include: A Hero A Bad Guy An AuthorityConsumer or those Big corporation YOU from affected (in most cases) yourwebsite.com
  • Make it RainSunday evening is a great time to pitch. Most folks arelazy, and arent willing to put in the time on a Sunday. Be ready for a response - The phone interview: 1. Know what you’re talking about. 2. Be energetic and positive. • Tip: Smile while you’re on the phone. It automatically makes you sound friendlier. 3. Always tell the reporter something unusual or unexpected that will make you stick out. 4. Be definitive. Have a clear opinion on the subject. This is going to help them get that quote they need.
  • Growing Your RelationshipAll it takes is one reporter.Treat each of these relationships like gold,and you can count on constant coverage.Ways I keep myself top of mind: Adaptable. Some opportunities won’t Help them formulate ideas.always be perfect. Stay flexible and you Remember there isn’t a story thatwill be seen as a dependable source. doesn’t get coverage. Offer story ideas  in which you have expertise.Going above and beyond. Make their  job easier. After a call or interview, send Promote and drive traffic.follow up info such as links, supporting If you contribute to the success of amaterials, etc. piece, the reporter will be more willing to talk to you again.
  • News JackingThe Art of News Jacking is all about tryingto get quoted on timely topics.
  • Once you’ve built a relationship, email them whenbreaking news happens and give your own uniqueperspective. Keep it short and sweet.Find News to Jack Formulate a Strategy Instantly get your Take inREAL-TIME TO-DO LIST in Real-Time the Market STRATEGY QUESTIONS POSSIBLE ACTIONS1. Be open to serendipity (happy accidents) 1. Focus on a topic that you 1. Directly contact a journalist who can act in real-time might be interested2. Monitor keywords, phrases & trending word 2. How are you related to 2. Blog your take on the news clouds the breaking news? 3. Tweet is using an established3. Track journalists & 3. Why should the media hashtag media outlets care?4. Follow Twitter hashtags
  • Example of News Jacking1 Bankrate.com releases a study on free checking still alive at CU’s.2 A research firm Aite Group also released a study about banks and credit unions that is relevant. Pitch: Free checking is still alive.3 Just have to switch to a Credit Union. Great, except Aite Group says those Formulate our own story by combining the two points. offering it are underserving consumers. Therefore is free checking worth it?
  • Ways Measure ResultsKey metrics like: social shares, links, referraltraffic, and lead generation.
  • Keep track of the number oflinks to your coveragePay attention to your organic traffic for searchesleading to your site that relate to the topic discussedin your coverage.Use tools such as Topsy (free) Trackur ($),Sprout Social ($) or Radian6 ($$) to monitorbuzz across the social web. Try to understand how customers heardabout you. Include a “how did you hear aboutus” option in your contact forms.
  • Do This to GetNews Coverage: Fit any of these Categories - Big money, hot investing trends,1 health issues, seasonal stories, underdogs, technology, political, flavor of the month (bank fees).2 Make it Timely - Make it feel as if it is happening right now. Be always Available - The Journalist Formula. Remember reporters3 are always need an expert.
  • Q&A