David craig

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David craig

  1. 1. Achtung, baby! Using PR to increase your VISIBILITY online and offline David Craig, presenter
  2. 2. Strategy first, then tactics. <ul><li>Reach new customers? </li></ul><ul><li>Reach current, former, prospective customers? </li></ul><ul><li>Reach general public at large? </li></ul>
  3. 3. What do you want to accomplish? <ul><li>More web hits </li></ul><ul><li>More inbound links </li></ul><ul><li>More phone calls </li></ul><ul><li>More in-store visits </li></ul><ul><li>More orders </li></ul><ul><li>Awareness (fame, fortune) </li></ul>
  4. 4. Where can PR take your story? <ul><li>Broadcast (radio, TV) </li></ul><ul><li>Print (newspapers, magazines) </li></ul><ul><li>Online (blogs, media websites, press release sites, YOUR website) </li></ul>
  5. 5. Why media? <ul><li>Media coverage begets media coverage </li></ul><ul><li>Media outlets post most content on their websites </li></ul><ul><li>This content is archived. It can stay for years </li></ul><ul><li>You can link to this coverage from your website </li></ul>
  6. 6. Why post on release sites? <ul><li>Numerous free press release sites </li></ul><ul><li>Stltoday.com offers free press release </li></ul><ul><li>posting </li></ul><ul><li>Can link back to your site </li></ul><ul><li>Releases are archived TFN </li></ul><ul><li>These releases can rank high in search </li></ul>
  7. 7. What is a press release? <ul><li>Information, not a commercial </li></ul><ul><li>Change (new employee, new location, new partnership, new product) </li></ul><ul><li>Event (conference, luncheon) </li></ul><ul><li>Award (civic, corporate, etc.) </li></ul><ul><li>Charitable effort (scholarship, cash/volunteer contribution) </li></ul><ul><li>Milestone (years, sales, downloads) </li></ul>
  8. 8. Media pitching <ul><li>Media have space & airtime to fill </li></ul><ul><li>Always looking for new content </li></ul><ul><li>Sometimes looking for “same old” content, but from different source </li></ul><ul><li>Looking for something topical/timely </li></ul><ul><li>If you don’t know what they want, call and ask questions! </li></ul>
  9. 9. Are you an EXPERT? <ul><li>Can you communicate your wisdom in brief answers and comments? </li></ul><ul><li>Have a product that’s going to amaze? </li></ul><ul><li>Have an event that will interest many? </li></ul><ul><li>Do you have a famous name? </li></ul><ul><li>Are you funny? </li></ul>
  10. 10. St. Louis Business Journal <ul><li>Very good archiving that turns up in search </li></ul><ul><li>They want dollar figures for “Shoptalk” items and other pitches </li></ul><ul><li>Great for events listings </li></ul><ul><li>Great for people (change) listings </li></ul><ul><li>Read by many subscribers and employees </li></ul><ul><li>Biz Journal sends emails with news updates in morning and afternoon </li></ul>
  11. 11. St. Louis Post-Dispatch <ul><li>Business section Fridays & Sundays </li></ul><ul><li>Circulation still significant, especially Sundays </li></ul><ul><li>Most content posted on stltoday.com </li></ul><ul><li>Useful for events/people listings </li></ul><ul><li>Features/interviews can run a bit longer than Biz Journal </li></ul>
  12. 12. How do I pitch to media? <ul><li>Send email to individuals at outlets </li></ul><ul><li>Subject line is vitally important </li></ul><ul><li>Info should be basic. WWWWWH. Must include contact info! </li></ul><ul><li>Get media list from United Way for $20 </li></ul><ul><li>(Call Bev at 314-539-4073) </li></ul><ul><li>Get media list from stlouismetromediaguide.com for $210 </li></ul>
  13. 13. What about press release sites? <ul><li>Search for “free press release sites” </li></ul><ul><li>Do not go for up charges!!! </li></ul><ul><li>They can appear in search </li></ul><ul><li>Best paid site is PR Newswire </li></ul><ul><li>Also: Pitch Engine (1st month free) </li></ul><ul><li>ALWAYS include stltoday.com </li></ul>
  14. 14. Social media: a great PR tool <ul><li>Post frequently, but not too much </li></ul><ul><li>Twitter---to get followers, follow others. Offer info. Don’t just sell. </li></ul><ul><li>Facebook---Photos, videos, entertaining content. Keep business Facebook page on business. </li></ul><ul><li>Youtube---Keep it short. (#2 search) </li></ul><ul><li>Foursquare---Foot traffic </li></ul><ul><li>Blog---Make the commitment! </li></ul>
  15. 15. Email Marketing <ul><li>Constant Contact, Marketvolt, My Emma, Sendstream, Vertical Response </li></ul><ul><li>Include links to homepage and landing pages in each email </li></ul><ul><li>Subject line vitally important </li></ul><ul><li>Minimal amount of copy </li></ul><ul><li>Photos are good </li></ul><ul><li>Share useful, entertaining info with your sales pitch </li></ul>
  16. 16. More on email marketing <ul><li>Harvest email addresses via your website: visitors/purchasers </li></ul><ul><li>Walk-in customers: fill out card </li></ul><ul><li>Business cards </li></ul><ul><li>Include “forward to a friend” option </li></ul><ul><li>Include “join our mailing list” option </li></ul><ul><li>Archive and post links on website </li></ul><ul><li>Downside of email marketing: 25% opens! </li></ul>
  17. 17. How to write a press release <ul><li>Short paragraphs </li></ul><ul><li>Get to the point </li></ul><ul><li>Enthusiastic but factual </li></ul><ul><li>Edit, edit and edit some more </li></ul><ul><li>AVOID JARGON </li></ul><ul><li>Have someone else proofread </li></ul><ul><li>Remember who is reading this </li></ul><ul><li>Don’t be too cute or funny </li></ul>
  18. 18. Another PR tool: the Op-Ed <ul><li>St. Louis Post-Dispatch is looking for topical input from the community </li></ul><ul><li>Is there a public issue or pending legislation that affects your business/ industry/neighborhood/charity? </li></ul><ul><li>Present your position in 700-750 words </li></ul><ul><li>Use newspaper length paragraphs </li></ul>
  19. 19. Website basics <ul><li>Phone number </li></ul><ul><li>Address (are you local?) </li></ul><ul><li>Who are you? </li></ul><ul><li>What do you do? </li></ul><ul><li>Email address or contact page </li></ul><ul><li>News releases! </li></ul>
  20. 20. Can I do this myself? <ul><li>As with auto repairs and house painting, yes, you can! </li></ul><ul><li>Just do it </li></ul><ul><li>Be objective </li></ul><ul><li>Get other opinions </li></ul><ul><li>Consult a professional when necessary </li></ul><ul><li>When you get coverage, follow up with a handwritten thank you note </li></ul><ul><li>Remember: media coverage begets media coverage </li></ul>
  21. 21. David Craig <ul><li>636-346-3434 </li></ul><ul><li>[email_address] </li></ul><ul><li>www.davidcraigpr.com </li></ul><ul><li>Twitter handle: @davidcraigstl </li></ul>

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