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How to create a sexy AF PR
pitch to land sexy AF links
Carrie Rose, Rise at Seven
@CarrieRosePR
Top-tier journalists get 600 emails from PR’s a day
@CarrieRosePR
So how do we get the cut through?
@CarrieRosePR
VIRGIN
BRIGHTON SEO
SPEAKER
VIRGIN
But when it comes to building links…
@CarrieRosePR
§
I’ve done this for years!
Building links for any brand is not easy
@CarrieRosePR
In fact it is getting harder
Journalists vs Digital PR
83,000 Digital PRs/PR vs
64,000 journalists in the UK
in 2016.
In 2018, even more cuts.
So its much more
competitive to get the cut
through
@DanSaunders86
@CarrieRosePR
But one thing is clear, we need to start thinking a
little more creatively
@CarrieRosePR
In my years in SEO I’ve built THOUSANDS of links
On sites like this…
For clients like this...
As well as this…
@CarrieRosePR
“Cleaning of the London Underground will be
stepped up each night over the summer
period across 50 stations and five tunnels.”
SADIQ KHAN, MAYOR OF LONDON
I’ve created content
that caught the
attention of people
like this…
@CarrieRosePR
CAMPAIGN GO LIVE DATE
And helped produced graphs that go like this...
@CarrieRosePR
I’ve won awards for my work
I’ve won awards for my work
And even made a client cry (with happiness)
18,000interactions
I once landed a link on HSBC site to
a gambling client
@CarrieRosePR
Yet, some have this CRAZYYYY idea that you
cant get BIG links with a small budget
@CarrieRosePR
Most people also think you need a big brand name
@CarrieRosePR
And some even think its down to building
relationships and being best pals with journos
@CarrieRosePR
And I proved this…
Confidential
I did a bit of an experiment…
@CarrieRosePR
Confidential
@CarrieRosePR
Confidential@CarrieRosePR
THINK like a PR, but ACT like an SEO
This means I don’t forum spam…
@CarrieRosePR
I don’t guest post
@CarrieRosePR
I don’t use bloggers for links because they have
VERY little SEO value
@CarrieRosePR
I don’t create infographics and upload them to 100
infographic sites
@CarrieRosePR
In 5 years of working in digital PR I've met 2
journalists
@CarrieRosePR
So it’s not about kissing arse or building
relationships to get links
@CarrieRosePR
I create stories
@CarrieRosePR
Stories that that journalists and users naturally want
to talk about and link to, because it’s that
awesome, resourceful, useful or different.
@CarrieRosePR
So, before I go into the sexy AF outreach emails
@CarrieRosePR
Lets talk about what journalists want and need
I met up with journalists from The Sun, House
Beautiful and Cosmopolitan magazine. And
they ALL said the same thing…
@CarrieRosePR
They have on average an hour to write up a
story…
@CarrieRosePR
And produce 6-8 articles a day
@CarrieRosePR
They must have an international angle or
global interest
@CarrieRosePR
They’re KPI’d on traffic…
@CarrieRosePR
Social shares…
@CarrieRosePR
And time on site
@CarrieRosePR
Every article needs imagery – whether that’s
their own or yours
@CarrieRosePR
Editors are forcing all articles now to
include a video – whether that’s their own
or yours
@CarrieRosePR
Videos must be around 60 seconds but
they start making money at 30 seconds
@CarrieRosePR
But you’re much more likely to land a
placement if you can provide all of that at
once
@CarrieRosePR
Here’s an example of where stock video footage which
cost £300 and a blog post got 169 links from nearly every
national publication
169
Links
@CarrieRosePR
The type of people that engaged with the campaign were the perfect audience for
SpaSeekers: the inspirational travelers
169
Links and
Coverage
7,966
Organic Visits
693,324
Reach on
Social
3,897
Applications
In 2 weeks…
@CarrieRosePR
594
Followers
1,137
Followers
117
Twitter
The campaign naturally increased SpaSeekers following across these
platforms:
@CarrieRosePR
@CarrieRosePR
@CarrieRosePR
6
Clips
£300
Total
@CarrieRosePR
Free
Because this worked, I thought I’d try it
again with the intention of getting links to a
product page
@CarrieRosePR
But it’s not all about video…
@CarrieRosePR
Building links to a health and safety training site –
low budget
In June, these hit the
headlines
Gathered ONS data
surrounding choking deaths
Created a report
on-site
And shared expert
tips of how to save
a child
Gathered ONS data
surrounding choking deaths
We created a resource
So much that if you Google ‘choking deaths data
UK’ – we rank 2nd above RoSPA and NSC
83
Links
Featured on
The Mirror,
Daily Star, Sun
and more
THINKING like a PR, but ACTING like an SEO
So what did my outreach look like for
these?
@CarrieRosePR
Before I show you, here’s one of the first
emails I sent for a campaign in 2015…
@CarrieRosePR
Here’s some tips (the right way)…
@CarrieRosePR
Every person has a different way of
outreaching
@CarrieRosePR
In fact, its quite personal sharing your
outreach emails so publically
@CarrieRosePR
But in general – we need to remember that
these are normal people
@CarrieRosePR
With a busy AF inbox
@CarrieRosePR
So all we’ve got to do is make sure they
open ours. And cover it too!
@CarrieRosePR
@CarrieRosePR
I try my hardest NOT to write a press release
@CarrieRosePR
Meaning everything is always in the body of
the email
@CarrieRosePR
Short, simple and to the point
@CarrieRosePR
And I never attach anything (prevent
blocking up inbox’s and going to junk)
@CarrieRosePR
I ALWAYS include an image (embedded
usually at the top of the email to capture their
attention)
@CarrieRosePR
And ALWAYS very clearly link to the
page/asset I've created in the email
@CarrieRosePR
I always provide extra data, images (even if
it’s unsplash stock photos), video content or
spreadsheets via a Dropbox link (don’t
wetransfer)
@CarrieRosePR
Always try to make it relevant to now in my intro
sentence
@CarrieRosePR
And to find out what’s happening now relevant to
your story
@CarrieRosePR
Go to the Daily Mail.
@CarrieRosePR
Some may call it a trash publication.
@CarrieRosePR
But when speaking to journalists I asked them,
where do you look for story inspiration.
@CarrieRosePR
They said every morning they are tasked with
looking at the Daily Mail to see what they are
covering. If that’s what they’re doing then so should
you.
@CarrieRosePR
Subject lines
Write your subject title how they would write
the headline
@CarrieRosePR
@CarrieRosePR
@CarrieRosePR
@CarrieRosePR
DREAM JOB: Get paid to test out hot tubs and
infinity pools this summer (video)
VIDEO: The Dream summer job exists – you could
be paid to test out hot tubs and infinity pools
The body of the email
When is the best time to push a story out?
Follow your gut
Credit: Shannon @Aira
In my own experience…
Tuesday AM’s
But there’s one thing more important than the
day
And that’s the time
A normal morning for a PR…
Day starts at 9
Make a brew
Chat shit with colleagues about the weekend
Read emails
Start pushing a campaign around 10
However most journos open their laptop at
8.30am
Meaning I am up at 7:30 sending my emails so
that they were at the top of their inbox by 8.30
Or scheduling them to go out for 8.30 in
Buzzstream (obvs)
That’s for those who are wanting to be SUPER
competitive with their link acquisition
But ive built links at 8pm before – so it usually
depends on what’s happening in the press
You can follow me at
@CarrieRosePR
Be inspired
@ShannonMcGuirk_
@lauralhampton
@iamrofe
@BrockbankJames
@epicgraphic
@DigitalPREx
@markcporter
@OliverBrett
The creative SEO agency for people
who want more
Thank You
Sharp as a tack. Enthusiastic as hell. Experts in our
field

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