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How to recruit and train a killer PR and Outreach team

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Outreach is like rocket fuel for a well-optimized website, but it’s a tough gig and not everyone is cut out for it. This talk will show you how to create a killer outreach strategy, the traits and skills needed to execute on it, and how to hire the right people to get the job done.

Published in: Marketing
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How to recruit and train a killer PR and Outreach team

  1. 1. Elli Bishop @elbell09 Clearlink
  2. 2. #brightonseo @elbell09 #brightonseo @elbell09 #brightonseo @elbell09
  3. 3. #brightonseo @elbell09 #brightonseo @elbell09 outreach #brightonseo @elbell09
  4. 4. #brightonseo @elbell09 #brightonseo @elbell09 #brightonseo @elbell09
  5. 5. #brightonseo @elbell09 #brightonseo @elbell09 seo #brightonseo @elbell09
  6. 6. #brightonseo @elbell09 #brightonseo @elbell09 pr #brightonseo @elbell09
  7. 7. #brightonseo @elbell09 #brightonseo @elbell09 seo pr #brightonseo @elbell09
  8. 8. #brightonseo @elbell09 #brightonseo @elbell09 outreach is better, more measurable PR #brightonseo @elbell09
  9. 9. #brightonseo @elbell09 #brightonseo @elbell09 links #brightonseo @elbell09
  10. 10. #brightonseo @elbell09 #brightonseo @elbell09 links traffic+ #brightonseo @elbell09
  11. 11. #brightonseo @elbell09 #brightonseo @elbell09 links traffic brand awareness + #brightonseo @elbell09
  12. 12. #brightonseo @elbell09 #brightonseo @elbell09 #brightonseo @elbell09
  13. 13. #brightonseo @elbell09 #brightonseo @elbell09
  14. 14. #brightonseo @elbell09 #brightonseo @elbell09 8 actual links, maybe 50 pageviews
  15. 15. #brightonseo @elbell09 #brightonseo @elbell09
  16. 16. #brightonseo @elbell09 #brightonseo @elbell09 224 links, 90k pageviews
  17. 17. #brightonseo @elbell09 #brightonseo @elbell09
  18. 18. #brightonseo @elbell09 #brightonseo @elbell09
  19. 19. #brightonseo @elbell09 #brightonseo @elbell09
  20. 20. #brightonseo @elbell09 #brightonseo @elbell09
  21. 21. #brightonseo @elbell09 #brightonseo @elbell09
  22. 22. #brightonseo @elbell09 #brightonseo @elbell09 22
  23. 23. #brightonseo @elbell09 #brightonseo @elbell09
  24. 24. #brightonseo @elbell09 #brightonseo @elbell09
  25. 25. #brightonseo @elbell09 #brightonseo @elbell09 a day in the life #brightonseo @elbell09
  26. 26. #brightonseo @elbell09 #brightonseo @elbell09 create & promote content #brightonseo @elbell09
  27. 27. #brightonseo @elbell09 #brightonseo @elbell09 become a journalist #brightonseo @elbell09
  28. 28. #brightonseo @elbell09 #brightonseo @elbell09 conduct media relations #brightonseo @elbell09
  29. 29. #brightonseo @elbell09 #brightonseo @elbell09
  30. 30. #brightonseo @elbell09 #brightonseo @elbell09 outreach is so much more than link-building #brightonseo @elbell09
  31. 31. #brightonseo @elbell09 #brightonseo @elbell09 it is your brand’s digital footprint #brightonseo @elbell09
  32. 32. #brightonseo @elbell09 #brightonseo @elbell09 #brightonseo @elbell09
  33. 33. #brightonseo @elbell09 #brightonseo @elbell09 outreach is hard #brightonseo @elbell09
  34. 34. #brightonseo @elbell09 #brightonseo @elbell09 but not as hard as finding outreach specialists
  35. 35. #brightonseo @elbell09 #brightonseo @elbell09 the perfect outreacher #brightonseo @elbell09
  36. 36. #brightonseo @elbell09 #brightonseo @elbell09 online research skills organized optimistic self-starter time-management skills hustler superior persuasive writing skills competitive natural problem-solver team player relationship-building skills writing skills/mastery of the English language innovative interest in marketing persistent passionately curious hard-working ambitious creative problem-solver resilient overachiever adaptive in communication well-spoken empathetic tenacious proactive flexible analytical independent inquisitive direct
  37. 37. #brightonseo @elbell09 #brightonseo @elbell09 300+ interviews #brightonseo @elbell09
  38. 38. #brightonseo @elbell09 #brightonseo @elbell09 38 outreachers hired #brightonseo @elbell09
  39. 39. #brightonseo @elbell09 #brightonseo @elbell09 candidate with outreach experience 1 #brightonseo @elbell09
  40. 40. #brightonseo @elbell09 #brightonseo @elbell09 hire green employees with certain traits #brightonseo @elbell09
  41. 41. #brightonseo @elbell09 #brightonseo @elbell09 8 non-negotiable traits & skill sets #brightonseo @elbell09
  42. 42. #brightonseo @elbell09 #brightonseo @elbell09 #brightonseo @elbell09resilient
  43. 43. #brightonseo @elbell09 #brightonseo @elbell09 #brightonseo @elbell09 confident resilient
  44. 44. #brightonseo @elbell09 #brightonseo @elbell09 #brightonseo @elbell09 confident persistent resilient
  45. 45. #brightonseo @elbell09 #brightonseo @elbell09 #brightonseo @elbell09 confident competitive persistent resilient
  46. 46. #brightonseo @elbell09 #brightonseo @elbell09 #brightonseo @elbell09 confident competitive persuasive writer persistent resilient
  47. 47. #brightonseo @elbell09 #brightonseo @elbell09 #brightonseo @elbell09 confident competitive persuasive writer persistent top-notch researcher resilient
  48. 48. #brightonseo @elbell09 #brightonseo @elbell09 #brightonseo @elbell09 confident competitive persuasive writer persistent top-notch researcher creative problem-solver resilient
  49. 49. #brightonseo @elbell09 #brightonseo @elbell09 #brightonseo @elbell09 confident competitive persuasive writer persistent top-notch researcher creative problem-solver strong relationship-builder resilient
  50. 50. #brightonseo @elbell09 #brightonseo @elbell09what to look for
  51. 51. #brightonseo @elbell09 #brightonseo @elbell09 english business marketing journalism rhetoric & communications #brightonseo @elbell09
  52. 52. #brightonseo @elbell09 #brightonseo @elbell09 editor journalist freelance writer marketing copywriter product sales rep pr specialist*
  53. 53. #brightonseo @elbell09 #brightonseo @elbell09 editor journalist freelance writer marketing copywriter product sales rep pr specialist* seo
  54. 54. #brightonseo @elbell09 #brightonseo @elbell09 editor journalist freelance writer marketing copywriter product sales rep pr specialist* seo
  55. 55. #brightonseo @elbell09 #brightonseo @elbell09 #brightonseo @elbell09 create a series of filters
  56. 56. #brightonseo @elbell09 #brightonseo @elbell09 filter #1: the test email
  57. 57. #brightonseo @elbell09 #brightonseo @elbell09 when applying, email me@clearlink.com with your resume and the reason why we should hire you in the body of the email. #brightonseo @elbell09
  58. 58. #brightonseo @elbell09 #brightonseo @elbell09 when applying, email me@clearlink.com with your resume and the reason why we should hire you in the body of the email. the subject line MUST contain the word velociraptor. #brightonseo @elbell09
  59. 59. #brightonseo @elbell09 #brightonseo @elbell09 key considerations: ● attention to detail ● creative subject line ● email formatting ● persuasive writing ● brevity ● follow-up
  60. 60. #brightonseo @elbell09 #brightonseo @elbell09
  61. 61. #brightonseo @elbell09 #brightonseo @elbell09 filter #2: screening questions
  62. 62. #brightonseo @elbell09 #brightonseo @elbell09 tell me about yourself.
  63. 63. #brightonseo @elbell09 #brightonseo @elbell09 what’s your favorite piece of content on the internet?
  64. 64. #brightonseo @elbell09 #brightonseo @elbell09 what blogs and pubs do you follow?
  65. 65. #brightonseo @elbell09 #brightonseo @elbell09 name a brand you love with a strong digital presence.
  66. 66. #brightonseo @elbell09 #brightonseo @elbell09 tell me about yourself. what’s your favorite piece of content on the internet? what blogs and pubs do you follow? name a brand you love with a strong digital presence.
  67. 67. #brightonseo @elbell09 #brightonseo @elbell09 filter #3: in-person interview
  68. 68. #brightonseo @elbell09 #brightonseo @elbell09 #brightonseo @elbell09
  69. 69. #brightonseo @elbell09 #brightonseo @elbell09 key considerations: ● analytical? ● logical? ● digitally savvy? ● confident?
  70. 70. #brightonseo @elbell09 #brightonseo @elbell09
  71. 71. #brightonseo @elbell09 #brightonseo @elbell09 you’re new to outreach and you need to start building relationships with writers in your space.
  72. 72. #brightonseo @elbell09 #brightonseo @elbell09 what would be your process for establishing a relationship with a high-profile journalist?
  73. 73. #brightonseo @elbell09 #brightonseo @elbell09 key considerations: ● authenticity ● persistence ● understands reciprocity ● variety of touchpoints
  74. 74. #brightonseo @elbell09 #brightonseo @elbell09
  75. 75. #brightonseo @elbell09 #brightonseo @elbell09
  76. 76. #brightonseo @elbell09 #brightonseo @elbell09 your job is to promote the results of a new study and get at least 15 journalists to cover it.
  77. 77. #brightonseo @elbell09 #brightonseo @elbell09 nobody responds to your initial 100 emails.
  78. 78. #brightonseo @elbell09 #brightonseo @elbell09 what’s your next step?
  79. 79. #brightonseo @elbell09 #brightonseo @elbell09 key considerations: ● body language ● competitive nature ● thoughtful analysis ● questions the source of the problem
  80. 80. #brightonseo @elbell09 #brightonseo @elbell09 ? #brightonseo @elbell09
  81. 81. #brightonseo @elbell09 #brightonseo @elbell09 key considerations: ● ability to make connections between seemingly unrelated concepts ● creativity & problem solving ● enjoys a puzzle
  82. 82. #brightonseo @elbell09 #brightonseo @elbell09
  83. 83. #brightonseo @elbell09 #brightonseo @elbell09 you start tomorrow and you’re dedicated to a student loan website.
  84. 84. #brightonseo @elbell09 #brightonseo @elbell09 kim @ fox13 asks if you can do a skype interview on using bitcoin to pay off student loans in 1 hour.
  85. 85. #brightonseo @elbell09 #brightonseo @elbell09 key considerations: ● body language ● response to pressure ● research & prep ● thoroughness ● professionalism
  86. 86. #brightonseo @elbell09 #brightonseo @elbell09 give the candidate a laptop and ask them to find the contact info for a specific journalist or editor.
  87. 87. #brightonseo @elbell09 #brightonseo @elbell09
  88. 88. #brightonseo @elbell09 #brightonseo @elbell09
  89. 89. #brightonseo @elbell09 #brightonseo @elbell09
  90. 90. #brightonseo @elbell09 #brightonseo @elbell09
  91. 91. #brightonseo @elbell09 #brightonseo @elbell09
  92. 92. #brightonseo @elbell09 #brightonseo @elbell09
  93. 93. #brightonseo @elbell09 #brightonseo @elbell09
  94. 94. #brightonseo @elbell09 #brightonseo @elbell09 key considerations: ● speed ● persistence ● resourcefulness ● multiple sites and searches
  95. 95. #brightonseo @elbell09 #brightonseo @elbell09 bonus filter: test project #brightonseo @elbell09
  96. 96. #brightonseo @elbell09 #brightonseo @elbell09 ● content creation ● audience identification ● prospecting / research ● finding contacts ● pitching ● follow-up key considerations:
  97. 97. #brightonseo @elbell09 #brightonseo @elbell09 ● test email + subject line test ● screening questions ● in-person interview ● test project summary of filters #brightonseo @elbell09
  98. 98. #brightonseo @elbell09 #brightonseo @elbell09 #brightonseo @elbell09
  99. 99. #brightonseo @elbell09 #brightonseo @elbell09 #brightonseo @elbell09
  100. 100. #brightonseo @elbell09 #brightonseo @elbell09 create a “link culture” #brightonseo @elbell09
  101. 101. #brightonseo @elbell09 #brightonseo @elbell09 #brightonseo @elbell09
  102. 102. #brightonseo @elbell09 #brightonseo @elbell09
  103. 103. #brightonseo @elbell09 #brightonseo @elbell09
  104. 104. #brightonseo @elbell09 #brightonseo @elbell09
  105. 105. #brightonseo @elbell09 #brightonseo @elbell09
  106. 106. #brightonseo @elbell09 #brightonseo @elbell09 persuasive writing skills competitive relationship-building skills creative problem-solver persistent online research skills confident resilient
  107. 107. #brightonseo @elbell09 #brightonseo @elbell09 #brightonseo @elbell09
  108. 108. #brightonseo @elbell09 #brightonseo @elbell09
  109. 109. #brightonseo @elbell09 #brightonseo @elbell09
  110. 110. #brightonseo @elbell09 #brightonseo @elbell09 elli.bishop@clearlink.com director of outreach & digital pr elbell09

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