Brighton SEO Online PR Show October 2022. Sarah-Jayne is a Digital PR Manager at Newcastle-based agency, NORTH. With over 3 years in-house experience, she is now working agency-side leading and supporting on national campaigns for brands including HelloFresh, fourfive and Love Hemp. Sarah-Jayne also works as part of the reactive team at NORTH where she has helped to find new and innovative ways to land quality links for clients.

1. How to source
experts for your
digital PR campaign
Sarah-Jayne Taylorson
NORTH
Slideshare.Net/TBC
@sarahjaynepr

2. Why are experts
so important?
@sarahjaynepr
#BrightonSEO

3. What does an expert look like?
@sarahjaynepr
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4. E.A.T
@sarahjaynepr
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5. @sarahjaynepr
#BrightonSEO

6. “Ordinary people may be
considered experts in topics where
they have life experience..."
Google Search Quality Rater Guidelines
@sarahjaynepr
#BrightonSEO

7. @sarahjaynepr
#BrightonSEO

8. So, where can I find one?
@sarahjaynepr
#BrightonSEO

9. #journorequest
#PRrequest
Send out the ever-faithful Digi PR Bat
Signal
@sarahjaynepr
#BrightonSEO

10. Reverse the search
Search #journorequest along with
your chosen topic to find media-
friendly experts in the field who you
can approach
@sarahjaynepr
#BrightonSEO

11. Manual Searching
Look back on Google
News using key terms
for the expert you're
looking for
@sarahjaynepr
#BrightonSEO

12. Make a list of go-to experts
within your organisation
@sarahjaynepr
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13. @sarahjaynepr
#BrightonSEO

14. Tip: Make sure your internal contact
has the authority to comment
@sarahjaynepr
#BrightonSEO

15. Ambassadors
Consultants
Partners
Customers
@sarahjaynepr
#BrightonSEO

16. Make the most of your
ambassadors from influencers to
celebrity endorsements
@sarahjaynepr
#BrightonSEO

17. @sarahjaynepr
#BrightonSEO

18. Collaborate with corporate or
charity partners
@sarahjaynepr
#BrightonSEO

19. These guys are perfect for deep
expertise
@sarahjaynepr
#BrightonSEO

20. @sarahjaynepr
#BrightonSEO

21. The most authentic
cheerleaders to speak for
your brand
@sarahjaynepr
#BrightonSEO

22. Deep Expertise
@sarahjaynepr
#BrightonSEO

23. Academics
Narrow down
searches for
UK-based
academics
using
“inurl:ac.uk”
@sarahjaynepr
#BrightonSEO

24. @sarahjaynepr
#BrightonSEO

25. @sarahjaynepr
#BrightonSEO

26. @sarahjaynepr
#BrightonSEO

27. Make your expert
comments go further
@sarahjaynepr
#BrightonSEO

28. Present your findings
@sarahjaynepr
#BrightonSEO

29. Keep your audience in mind
@sarahjaynepr
#BrightonSEO

30. Think with your head(line)
@sarahjaynepr
#BrightonSEO

31. The results
@sarahjaynepr
#BrightonSEO

32. 85%
of the links I've built in 2022 included expert
commentary including coverage in from outlets
like Stylist, Tom's Guide, Metro, Ideal Home
@sarahjaynepr
#BrightonSEO

34. Don't overlook your internal experts
@sarahjaynepr
#BrightonSEO
Think deep expertise AND learned experience
Use university resources and academic searches
Reach out to professional bodies

35. Any questions?
Thank you!
@sarahjaynepr
Sarah-Jayne Taylorson
Digital PR Manager
www.linkedin.com/sarah-
jayne-taylorson
www.wearenorth.uk