DIY PR for smallbusinessesHow the social web has made it easierfor small businesses to manage theirown publicity -- and ho...
Youareyour ownbestpublicist.
Making yourownnews● No one knows your story, and the story of your business,better than you do● The social web has made it...
Identifyinginfluencers
Findingjournalistsonline● Who is writing about yourcompetitors?● Google searches and Googlealerts for news relevant toyour...
What aboutblogs?● Bloggers are media, too● Individual bloggers vs. onlinenews organizations -- thelines are blurring● Some...
Buildingyour presslist
Creatingasocialmediapresslist● Follow journalists andinfluencers on Twitter, movemedia "follows" onto a listyou can monito...
YourPRemaillist● List all print and online mediaoutlets in a speadsheet● Find contact information oneach outlets website● ...
Otheroutlets● Events listings sites○ Do 312○ Eventful● Review sites○ Yelp○ Zagat● Directories○ Yellow pages○ Foursquare● C...
Pitching
How to pitchtraditionalmediawitharelease● Craft a one-page media alert or press release○ This is the who, what, where, whe...
Abetterapproach topitching● Know who covers yourindustry and who matters● Get to know them and whatthey write about -- fol...
Pitchingbloggers● Pitching a blogger isnt aformal pitch● It must be personal -- noexceptions● No faking it: you have to ha...
Identifying thenewswithinyour business● Ask yourself: why wouldpeople who arent my friendsor current customers careabout t...
Addingapresspageto yourwebsite● YourWebsite.com/Press● Your press section should include:○ Copies of your latest press rel...
Findingjournalistswhoarelookingforsources● HARO -- Help a Reporter OutHelpAReporter.com● ProfNet prnewswire.com/profnet● M...
Thanks.Questions? Feedback?Want to share your own PRsuccesses?Contact me anytime.Katherine Razkatherine@signalhq.com@kathe...
DIY PR for Small Businesses
DIY PR for Small Businesses
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DIY PR for Small Businesses

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Learn how to leverage the power of the social web to manage publicity for your own small business. Spend a little time, and save a lot of money.

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DIY PR for Small Businesses

  1. 1. DIY PR for smallbusinessesHow the social web has made it easierfor small businesses to manage theirown publicity -- and how to do itKatherine RazCommunity Manager, Signalhq.com@katherine_raz
  2. 2. Youareyour ownbestpublicist.
  3. 3. Making yourownnews● No one knows your story, and the story of your business,better than you do● The social web has made it easier than ever to control yourstory by telling it yourself through blogs and social mediachannels like Facebook and Twitter● Each social update is a micro press release● Social updates can lead to bigger stories...... but how do you guarantee media placement with DIY PR?
  4. 4. Identifyinginfluencers
  5. 5. Findingjournalistsonline● Who is writing about yourcompetitors?● Google searches and Googlealerts for news relevant toyour business● Whose opinion mattersmost? (the "tipping point"press)● MuckRack.com
  6. 6. What aboutblogs?● Bloggers are media, too● Individual bloggers vs. onlinenews organizations -- thelines are blurring● Some bloggers have a widercircle of influence thantraditional media online● Google blog search www.google.com/blogsearch
  7. 7. Buildingyour presslist
  8. 8. Creatingasocialmediapresslist● Follow journalists andinfluencers on Twitter, movemedia "follows" onto a listyou can monitor and engage● Using your business Facebookpage, fan media outletsrelevant to your business● Add your input, viacomments, to blog postsrelevant to your industry
  9. 9. YourPRemaillist● List all print and online mediaoutlets in a speadsheet● Find contact information oneach outlets website● Dig deep, be tenacious -- noteveryone is listed. Try:○ Rapportive○ Gmail○ Google drive○ MuckRack.com○ Google search
  10. 10. Otheroutlets● Events listings sites○ Do 312○ Eventful● Review sites○ Yelp○ Zagat● Directories○ Yellow pages○ Foursquare● Community○ Neighborhoodorganizations○ Aldermen● Strategic partnerships○ Symbiotic businesses○ Promotions
  11. 11. Pitching
  12. 12. How to pitchtraditionalmediawitharelease● Craft a one-page media alert or press release○ This is the who, what, where, when, why of your news○ Google "sample press release" and copy the format○ Outsource press release writing to Odesk or other outlet● Host your press release online -- you want to link to it● Reach out to media individually or use an email client likeToutApp to manage bulk emailing a large list● Include a short note describing why your news is relevant (makeit as personal as possible!)● Do not send attachments! Link to your release or paste a copyinto the body of your email
  13. 13. Abetterapproach topitching● Know who covers yourindustry and who matters● Get to know them and whatthey write about -- followtheir "feeds"● Learn what their problemsare, what stories theyrelooking for, and how newsabout your business can savethem time by leaving a storyon their doorstep
  14. 14. Pitchingbloggers● Pitching a blogger isnt aformal pitch● It must be personal -- noexceptions● No faking it: you have to haveread their blog● Let them know why you thinkyour story is relevant to them● Whats in it for them?
  15. 15. Identifying thenewswithinyour business● Ask yourself: why wouldpeople who arent my friendsor current customers careabout this?● Is it part of a larger story? Atrend?Remember: newsworthiness isntdetermined by how somethingaffects your business internally,but rather how this changes theway the world interacts with yourbusiness.
  16. 16. Addingapresspageto yourwebsite● YourWebsite.com/Press● Your press section should include:○ Copies of your latest press releases or media alerts○ Contact information (including a phone number!)○ Hi-res versions of your logo○ Hi-res images of your business to accompany latest news○ Your bio and business bioMake it easy for media to get information about you and contactyou for more information... on tight deadlines!
  17. 17. Findingjournalistswhoarelookingforsources● HARO -- Help a Reporter OutHelpAReporter.com● ProfNet prnewswire.com/profnet● MediaKitty.comBe quick, within 10-15 minutes,to respond to queries, and makesure your response is 100%relevant to the inquiry.
  18. 18. Thanks.Questions? Feedback?Want to share your own PRsuccesses?Contact me anytime.Katherine Razkatherine@signalhq.com@katherine_raz

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