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How to build digital PR
links without launching a
single campaign
Louise Parker | Propellernet
SLIDESHARE.NET/LOUISEPARKER...
Hi, I’m Louise!
I’ve been building links
using digital PR for 7
years now
I want to demystify digital
PR, and help you feel
confident about building
links using this tactic
What is digital PR?
How I’m using the term
‘digital PR’
For me, digital PR is creating
content and stories that
online media want to talk
about
Because if online media are
going to talk about your
brand, they will (99% of the
time*) link to you too
*source: my exper...
But…
“just create
content online
publications
want to link to” is
easy to say
What if you don’t
have the time or
money to ...
Well luckily for you,
journalists don’t only care
about fancy assets or huge
data sets
They want a story that’s
going to interest their
readers
This talk is all about finding
digital PR stories, rather than
creating them
1Use news from
within the brand
It doesn’t need to be
‘news at 10’ news
New hires
Office move or expansion
New app
Business updates
Financial results
Award wins
Product launch or update
PureGym launched a
new app which
included workouts
Updated their rules
due to coronavirus
Launched ads
which featured
local members
If people are getting excited about
something in the business –
chances are journalists might get
excited about it too
What’s the
key with
this?
Finding the right
publication &
journalists
Not everything is national news, but
regionals love a local story
Not everything is national news, but
regionals love a local story
And nearly every industry will have at
least one trade publication that will
be looking for stories
And nearly every industry will have at
least one trade publication that will
be looking for stories
Read these publications and
look out for story styles that
your brand could replicate
2Use content that
already exists
Blogs are often a
goldmine
Especially…
Tips
How tos
Interviews
Or Reports
These are
the stories
There’s a myth that journalists
won’t accept something that’s
been published somewhere else
What’s the
key with
this?
Finding a hook
Find a topical reason to
talk about your content
Find a National Day or
seasonal ...
National Day = National Yoga Day
Seasonal Event = Ultra-Trail du Mont-
Blanc (UTMB)
Journalists will be looking
for stories around these
topics
So tying your story into
these days or events is
really effective
These resources
have done the
hard work for
you
Daysof The Year Calendar
DaysOfTheYear.com
NationalDayCalendar.com
3Use PR stories that have
already happened
PR people like
shiny coverage
They are probably less fussed about
sites outside their region or smaller,
niche-r sites
But these sites can
still be great for links!
Basically, take the PR scraps to
squeeze all the links you can out
of them
What’s the
key with
this?
Thinking broad
with your media
targets
If the campaign got coverage in
UK travel sites,
Will other travel sites be
interested too?
Your digital PR
stories can be
found in:
1. Brand news
2. Current content
3. Previous PR
Okay, this is all well & good but…
How do I approach journalists?
Find the right
publication
Find the right
publication
Find the
journalist’s
contact details
Find the right
publication
Find the
journalist’s
contact details
Write & send
pitch email
Mark out the type
of sites that will
be interested
Company: Construction business in Brighton
Story: New CEO has been hired
Company: Construction business in Brighton
Story: New CEO has been hired
Targets: Regional, building trade publications
Company: Cleaning company in Bristol
Story: 10 green cleaning materials that you can
make at home
Company: Cleaning company in Bristol
Story: 10 green cleaning materials that you can
make at home
Targets: Home, lifestyle...
Use Google search parameters
to find your sites
Intitle: [search by keywords in
the title tag]
Inurl: [search by keywords ...
Company: Construction business in Brighton
Story: New CEO has been hired
Targets: Regional, building trade publications
Company: Cleaning company in Bristol
Story: 10 green cleaning materials that you can
make at home
Targets: Home, lifestyle...
Now you need to find
the right journalist to
contact
Make sure it’s someone that
has written something
similar
Find their contact details…
On-site Twitter Free tools
Then send them a
pitch email.
Here’s my template
Make it
personalised
Hi [name]
I’m getting in touch because I have a story that might
be of interest, [what the story is]
...
Friendly but
to the point
Hi [name]
I’m getting in touch because I have a story that might
be of interest, [what the story...
Give them a
reason
Hi [name]
I’m getting in touch because I have a story that might
be of interest, [what the story is]
I ...
Give them
everything
they need in
one email
Hi [name]
I’m getting in touch because I have a story that might
be of interes...
Ask for the
link
Hi [name]
I’m getting in touch because I have a story that might
be of interest, [what the story is]
I th...
As long as you’re polite, considered and
don’t spam journalists – you’ll be fine
Give it a go!
You might think this style of
digital PR is a bit hack-y
But this is actually the way I
think the industry is going
Fully integrating within brands
to see the digital PR value that
is already there is just savvy
marketing
It’s a great place to start with
digital PR…
…but it should also be part of your
digital PR strategy if you’re not
already using these tactics
Thank You!
Louise Parker | Propellernet
@louisevparker slideshare.net/louiseparker7
How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021
How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021
How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021
How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021
How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021
How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021
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How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 1 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 2 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 3 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 4 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 5 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 6 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 7 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 8 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 9 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 10 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 11 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 12 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 13 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 14 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 15 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 16 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 17 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 18 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 19 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 20 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 21 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 22 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 23 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 24 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 25 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 26 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 27 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 28 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 29 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 30 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 31 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 32 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 33 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 34 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 35 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 36 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 37 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 38 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 39 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 40 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 41 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 42 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 43 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 44 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 45 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 46 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 47 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 48 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 49 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 50 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 51 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 52 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 53 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 54 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 55 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 56 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 57 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 58 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 59 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 60 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 61 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 62 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 63 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 64 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 65 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 66 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 67 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 68 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 69 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 70 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 71 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 72 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 73 How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021 Slide 74
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How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021

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You'd be forgiven for thinking that to 'do' digital PR you need to spend time and money on a big campaign or piece of content - but there are actually a number of ways to get links from the press that can be just as effective. This talk will cover the different tactics you can use and show you how to execute them yourself.

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How to build digital PR links without launching a single campaign​ | BrightonSEO Summer 2021

  1. 1. How to build digital PR links without launching a single campaign Louise Parker | Propellernet SLIDESHARE.NET/LOUISEPARKER7 @LOUISEVPARKER
  2. 2. Hi, I’m Louise!
  3. 3. I’ve been building links using digital PR for 7 years now
  4. 4. I want to demystify digital PR, and help you feel confident about building links using this tactic
  5. 5. What is digital PR? How I’m using the term ‘digital PR’
  6. 6. For me, digital PR is creating content and stories that online media want to talk about
  7. 7. Because if online media are going to talk about your brand, they will (99% of the time*) link to you too *source: my experience
  8. 8. But… “just create content online publications want to link to” is easy to say What if you don’t have the time or money to come up with a campaign like those ones you see on Twitter?
  9. 9. Well luckily for you, journalists don’t only care about fancy assets or huge data sets
  10. 10. They want a story that’s going to interest their readers
  11. 11. This talk is all about finding digital PR stories, rather than creating them
  12. 12. 1Use news from within the brand
  13. 13. It doesn’t need to be ‘news at 10’ news
  14. 14. New hires Office move or expansion New app Business updates Financial results Award wins Product launch or update
  15. 15. PureGym launched a new app which included workouts
  16. 16. Updated their rules due to coronavirus
  17. 17. Launched ads which featured local members
  18. 18. If people are getting excited about something in the business – chances are journalists might get excited about it too
  19. 19. What’s the key with this? Finding the right publication & journalists
  20. 20. Not everything is national news, but regionals love a local story
  21. 21. Not everything is national news, but regionals love a local story
  22. 22. And nearly every industry will have at least one trade publication that will be looking for stories
  23. 23. And nearly every industry will have at least one trade publication that will be looking for stories
  24. 24. Read these publications and look out for story styles that your brand could replicate
  25. 25. 2Use content that already exists
  26. 26. Blogs are often a goldmine
  27. 27. Especially… Tips How tos Interviews Or Reports
  28. 28. These are the stories There’s a myth that journalists won’t accept something that’s been published somewhere else
  29. 29. What’s the key with this? Finding a hook Find a topical reason to talk about your content Find a National Day or seasonal event
  30. 30. National Day = National Yoga Day Seasonal Event = Ultra-Trail du Mont- Blanc (UTMB)
  31. 31. Journalists will be looking for stories around these topics
  32. 32. So tying your story into these days or events is really effective
  33. 33. These resources have done the hard work for you Daysof The Year Calendar DaysOfTheYear.com NationalDayCalendar.com
  34. 34. 3Use PR stories that have already happened
  35. 35. PR people like shiny coverage
  36. 36. They are probably less fussed about sites outside their region or smaller, niche-r sites
  37. 37. But these sites can still be great for links!
  38. 38. Basically, take the PR scraps to squeeze all the links you can out of them
  39. 39. What’s the key with this? Thinking broad with your media targets
  40. 40. If the campaign got coverage in UK travel sites, Will other travel sites be interested too?
  41. 41. Your digital PR stories can be found in: 1. Brand news 2. Current content 3. Previous PR
  42. 42. Okay, this is all well & good but… How do I approach journalists?
  43. 43. Find the right publication
  44. 44. Find the right publication Find the journalist’s contact details
  45. 45. Find the right publication Find the journalist’s contact details Write & send pitch email
  46. 46. Mark out the type of sites that will be interested
  47. 47. Company: Construction business in Brighton Story: New CEO has been hired
  48. 48. Company: Construction business in Brighton Story: New CEO has been hired Targets: Regional, building trade publications
  49. 49. Company: Cleaning company in Bristol Story: 10 green cleaning materials that you can make at home
  50. 50. Company: Cleaning company in Bristol Story: 10 green cleaning materials that you can make at home Targets: Home, lifestyle, cleaning trade, green publications (international)
  51. 51. Use Google search parameters to find your sites Intitle: [search by keywords in the title tag] Inurl: [search by keywords in the URL]
  52. 52. Company: Construction business in Brighton Story: New CEO has been hired Targets: Regional, building trade publications
  53. 53. Company: Cleaning company in Bristol Story: 10 green cleaning materials that you can make at home Targets: Home, lifestyle, cleaning trade, green publications (international)
  54. 54. Now you need to find the right journalist to contact
  55. 55. Make sure it’s someone that has written something similar
  56. 56. Find their contact details… On-site Twitter Free tools
  57. 57. Then send them a pitch email. Here’s my template
  58. 58. Make it personalised Hi [name] I’m getting in touch because I have a story that might be of interest, [what the story is] I thought it might be of interest as [insert reason they would want to cover it] Please find full information below. If you do choose to cover this, please could you include a link to [insert your target URL] as credit. Best, [your name] [insert all the information on your story]
  59. 59. Friendly but to the point Hi [name] I’m getting in touch because I have a story that might be of interest, [what the story is] I thought it might be of interest as [insert reason they would want to cover it] Please find full information below. If you do choose to cover this, please could you include a link to [insert your target URL] as credit. Best, [your name] [insert all the information on your story]
  60. 60. Give them a reason Hi [name] I’m getting in touch because I have a story that might be of interest, [what the story is] I thought it might be of interest as [insert reason they would want to cover it] Please find full information below. If you do choose to cover this, please could you include a link to [insert your target URL] as credit. Best, [your name] [insert all the information on your story]
  61. 61. Give them everything they need in one email Hi [name] I’m getting in touch because I have a story that might be of interest, [what the story is] I thought it might be of interest as [insert reason they would want to cover it] Please find full information below. If you do choose to cover this, please could you include a link to [insert your target URL] as credit. Best, [your name] [insert all the information on your story]
  62. 62. Ask for the link Hi [name] I’m getting in touch because I have a story that might be of interest, [what the story is] I thought it might be of interest as [insert reason they would want to cover it] Please find full information below. If you do choose to cover this, please could you include a link to [insert your target URL] as credit. Best, [your name] [insert all the information on your story]
  63. 63. As long as you’re polite, considered and don’t spam journalists – you’ll be fine Give it a go!
  64. 64. You might think this style of digital PR is a bit hack-y But this is actually the way I think the industry is going
  65. 65. Fully integrating within brands to see the digital PR value that is already there is just savvy marketing
  66. 66. It’s a great place to start with digital PR…
  67. 67. …but it should also be part of your digital PR strategy if you’re not already using these tactics
  68. 68. Thank You! Louise Parker | Propellernet @louisevparker slideshare.net/louiseparker7
  • chrismartincann

    Jul. 26, 2021

You'd be forgiven for thinking that to 'do' digital PR you need to spend time and money on a big campaign or piece of content - but there are actually a number of ways to get links from the press that can be just as effective. This talk will cover the different tactics you can use and show you how to execute them yourself.

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