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SPARK 2016: Paying for PR—and Other Myths of Pitching the Media

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See Matt Siegel's presentation from Spark 2016, TrackMaven's annual digital marketing summit focused on the intersection of marketing art and science. Learn more at spark.trackmaven.com

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SPARK 2016: Paying for PR—and Other Myths of Pitching the Media

  1. 1. 1 Paying for PR—and Other Myths of Pitching the Media Matt Siegel m a t t @ m a t t s i e g e l m e d i a . c o m w w w. m a t t s i e g e l m e d i a . c o m SPARK 2016
  2. 2. 2 L e t ’s t a l k a b o u t : Earned Media Myths D e b u n k i n g f a l s e b e l i e f s a b o u t o r g a n i c p r e s s Earning media isn’t about waiting for influencers to discover you in your own habitat; it’s about the strategy of reaching out and making connections. SPARK 2016
  3. 3. 3 Wa r m - u p M y t h : 90% of editors wear vintage glasses. SPARK 2016
  4. 4. 4 Ok. That myth is true. Wa r m - u p M y t h : SPARK 2016
  5. 5. 5 You have to pay for press. The belief: advertorials and sponsored posts are your only hope, your money is greener than your content, and you have to pay (see also: bribe) your way into the game. SPARK 2016 M y t h # 1 :
  6. 6. 6 You don’t—and probably shouldn’t. Money can buy exposure, but it can’t buy interest. And if you haven’t captured the interest of editors, you’re not going to capture the interest of readers—not unless you plan on paying them too. The best results come from valuable content, not expensive content. SPARK 2016
  7. 7. 7 You have to rely on the kindness of strangers. The belief: covering your brand is akin to charity work, so you have to find some young and benevolent editor willing to take a risk by writing about you. SPARK 2016 M y t h # 2 :
  8. 8. 8 Nope. It’s the other way around. Editors go to sleep at night worrying where their next story will come from; if you can help remedy that, your content becomes an asset rather than a liability. It’s all a circle, just like in The Lion King. Stop worrying about bothering editors—and start offering them free meal tickets. SPARK 2016
  9. 9. 9 You have to know the right people. The belief: the media runs on personal connections and secret handshakes. If you don’t have name recognition, you might as well go home. SPARK 2016 M y t h # 3 :
  10. 10. 10 No, though it helps to say hello. Cameron Crowe started writing for Rolling Stone when he was sixteen. If you’re in this room, you have more clout than he did. But who couldn’t use a little more? SPARK 2016
  11. 11. 11 Other people’s PR teams. SPARK 2016 L e t ’s t a l k a b o u t :
  12. 12. 12 TrackMaven-ing publications. SPARK 2016 L e t ’s t a l k a b o u t :
  13. 13. 13 Editorial calendars. SPARK 2016 L e t ’s t a l k a b o u t :
  14. 14. 14 Questions? matt@mattsie gelmedia.com www.mattsie gelmedia.com SPARK 2016

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