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How To Master Digital PR
Digital PR | @tanya_digital | #BrightonSEO
By Tanya Korobka
PR is about engaging people …
not promoting your product
@tanya_digital Photo: commons.wikimedia.org
There are three qualities of
Superstar PR’s …
@tanya_digital Photo: commons.wikimedia.org
@tanya_digital
1. Connectors
Photo: forwallpapers.com@tanya_digital
@tanya_digital
Build relationships
Photo: forwallpapers.com@tanya_digital
84% of people trust
recommendations from friends
Source: Nielsen
Photo: gratisography.com@tanya_digital
Every one of your personal
contacts has the potential
to connect you to dozens of
other “warm” contacts.
Relationships are like spider webs
Photo: 7themes.com@tanya_digital
Warm contacts convert 10x better
Photo: hottubcinema.com@tanya_digital
But …
How do we connect on a
personal level?
@tanya_digital
We connect
through our
vulnerable/weird
selves
Source: www.ted.com/talks/brene_brown_on_vulnerability@tanya_digital
How to keep personal
connections alive?
@tanya_digital
Be shockingly helpful – give
not take!
@tanya_digital
Build relationships with the
press and influencers BEFORE
you need them
@tanya_digital
Photo: pixabay.com@tanya_digital
2. Promoters
Traditional media = generalists
Social media = niche interests
@tanya_digital
Tumblr - Caliber
@tanya_digital
Reddit - Glamour Magazine
@tanya_digital
3. Writers
Photo: pixabay.com@tanya_digital
Get attention, replies and conversions
@tanya_digital
Get attention, replies and conversions
Use clear conversational language
that persuades
@tanya_digital
Get attention, replies and conversions
Use clear conversational language
that persuades
Never use big words or jargon
(hyperboles, “outreach” “disruption”
“innovative” etc)
@tanya_digital
Perfect initial email example :
@tanya_digital
Perfect initial email example :
I featured you
Invite you to publish
GIVE
GIVE AGAIN
TAKE IN THE NEXT EMAIL ;)
@tanya_digital
Good email subject lines …
Got a good story for your article about the extremes
entrepreneurs go (involves not showing too much)
@tanya_digital
Good email subject lines …
Got a good story for your article about the extremes
entrepreneurs go (involves not showing too much)
Plain conversational English.
@tanya_digital
Good email subject lines …
Got a good story for your article about the extremes
entrepreneurs go (involves not showing too much)
Opportunity with (company name)
Plain conversational English.
@tanya_digital
Good email subject lines …
Got a good story for your article about the extremes
entrepreneurs go (involves not showing too much)
Opportunity with (company name)
Plain conversational English.
People love this word.
@tanya_digital
Good email subject lines …
Got a good story for your article about the extremes
entrepreneurs go (involves not showing too much)
Opportunity with (company name)
Hi John, let me have your opinion
Plain conversational English.
People love this word.
@tanya_digital
Good email subject lines …
Got a good story for your article about the extremes
entrepreneurs go (involves not showing too much)
Opportunity with (company name)
Hi John, let me have your opinion
Your article on Huffington Post/ Your article
Plain conversational English.
People love this word.
@tanya_digital
Good email subject lines …
Got a good story for your article about the extremes
entrepreneurs go (involves not showing too much)
Opportunity with (company name)
Hi John, let me have your opinion
Your article on Huffington Post/ Your article
Plain conversational English.
People love this word.
Its about THEM, not me.
@tanya_digital
Good email subject lines …
Got a good story for your article about the extremes
entrepreneurs go (involves not showing too much)
Opportunity with (company name)
Hi John, let me have your opinion
Your article on Huffington Post/ Your article
UK-wide survey: Britons are not happy with their
jobs
Plain conversational English.
People love this word.
Its about THEM, not me.
@tanya_digital
Everyone you meet has a potential to
change your life. There are no work
and personal relationships
3 key take-aways
@tanya_digital
Everyone you meet has a potential to
change your life. There are no work
and personal relationships
Don't be an annoying business person,
be the real weird you
3 key take-aways
@tanya_digital
Everyone you meet has a potential to
change your life. There are no work
and personal relationships
Don't be an annoying business person,
be the real weird you
Be generous and helpful. Give, give,
then take (IRL, web, email)
3 key take-aways
@tanya_digital
#1 PR Tip
Photo: lockerdome.com@tanya_digital
Photo: lockerdome.com@tanya_digital
Mobilize people through movements
they are passionate about
Customers don’t
care about your
brand stories
Photo: gratisography.com
@tanya_digital
Cultural ideas on the rise:
equal rights
negative body image
They are powered by
real people.
@tanya_digital
#LikeAGirl
Photo: Social Media@tanya_digital
Photo: atrulyfitlife.com
@tanya_digital
Photo: Social Media@tanya_digital
@tanya_digital
Photo: Social Media
Photo: Social Media
Photo: Social Media
Photo: Social Media
@tanya_digital
BE INTERESTED, NOT INTERESTING
Keep it real!
@tanya_digital
Tanya Korobka
Digital PR
@tanya_digital
#BrightonSEO

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