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Digital Public Relations

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From a presentation given by MWI CEO Josh Steimle to the American Chamber of Commerce on July 9th, 2014.

Learn what digital public relations is, and how you can use it to grow your business.

Published in: Marketing
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Digital Public Relations

  1. 1. Digital Public Relations! Joshua Steimle josh@mwi.com
  2. 2. Digital Public Relations Intro
  3. 3. Digital Public Relations Contact Me josh@mwi.com
  4. 4. Digital Public Relations What Is Online PR? Online media placement that is not purchased, typically obtained by influencing media producers.
  5. 5. Digital Public Relations 3 Forms of Placement
  6. 6. Digital Public Relations Feature Stories
  7. 7. Digital Public Relations Expert Mentions
  8. 8. Digital Public Relations Helpful Content
  9. 9. Digital Public Relations Feature Stories
  10. 10. Digital Public Relations
  11. 11. Digital Public Relations Expert Mentions
  12. 12. Digital Public Relations
  13. 13. Digital Public Relations Helpful Content
  14. 14. Digital Public Relations
  15. 15. Digital Public Relations Why Online PR?
  16. 16. Digital Public Relations Creates Brand Recognition
  17. 17. Digital Public Relations Establishes Credibility
  18. 18. Digital Public Relations Drives Traffic
  19. 19. Digital Public Relations Improves SEO Efforts
  20. 20. Digital Public Relations Great For Your Ego
  21. 21. Digital Public Relations
  22. 22. Digital Public Relations How?
  23. 23. Digital Public Relations Step 1 - Great Content
  24. 24. Digital Public Relations Step 2 - Pitch Publishers
  25. 25. Digital Public Relations Pitching The Media When reaching out to writers, journalists, bloggers, and other media producers, DO NOT…
  26. 26. Digital Public Relations Do Not…
  27. 27. Digital Public Relations Do Not…Use A Shotgun Instead, customize your pitch. It’s obvious when you don’t.
  28. 28. Digital Public Relations Do Not…Tell Me You’re Special Show me. In 5 seconds or less.
  29. 29. Digital Public Relations Do Not…Tell Me I Can Help You I’d love to help you, and I’d love to help the other 20 people who contacted me this morning, but I can’t help everyone.
  30. 30. Digital Public Relations Do Not…Ask To Talk On Phone Offer, don’t ask.
  31. 31. Digital Public Relations Do Not…Think About Yourself Make it about the writer/publisher.
  32. 32. Digital Public Relations Do…
  33. 33. Digital Public Relations Understand What I Want As a writer, I want my article here.
  34. 34. Digital Public Relations Know What I’ve Written If I just wrote a story about your competitor, what are the chances I’m going to write a similar story about your company?
  35. 35. Digital Public Relations Know My Interests I write about Hong Kong, entrepreneurship, and online marketing. But preferably all three.
  36. 36. Digital Public Relations Offer Something Valuable “I notice you write about companies like mine, and that you write for several publications, but not TechCrunch yet. I have an idea for an article that could get both of us in TC.”
  37. 37. Digital Public Relations Tell Interesting Stories
  38. 38. Digital Public Relations But I’m Not Interesting
  39. 39. Digital Public Relations Nonsense!
  40. 40. Digital Public Relations You Are An Expert
  41. 41. Digital Public Relations 5 Ways To Create Interesting Stories
  42. 42. Digital Public Relations 1. Problem-Agitate-Solve
  43. 43. Digital Public Relations 2. Tie-in
  44. 44. Digital Public Relations 3. Tell Secrets
  45. 45. Digital Public Relations 4. Top 10 Lists
  46. 46. Digital Public Relations 5. Interview Someone
  47. 47. Digital Public Relations Once You Have A Story… Channels, People
  48. 48. Digital Public Relations Channels Industry websites Niche websites Blogs Influential social media accounts Media-sharing websites (YouTube) Social networks Forums Wikis Top-tier websites
  49. 49. Digital Public Relations People Channel first in most cases Create a profile for a handful of writers Pitch one story to one writer at a time Learn something from each interaction
  50. 50. Digital Public Relations Case Studies How businesses have successfully pitched me.
  51. 51. Digital Public Relations Case Study 01 SEO Gadget, Infographic
  52. 52. Digital Public Relations Case Study 02 HWTrek, Advice & Coffee
  53. 53. Digital Public Relations Case Study 03 MySugr, Timing
  54. 54. Digital Public Relations Case Study 04 Hong Kong Visa Geeza
  55. 55. Digital Public Relations Case Study 05 HK Commons
  56. 56. Digital Public Relations HARO Help Out A Reporter (HARO) HelpAReporter.com
  57. 57. Digital Public Relations Keys to Success w/HARO Respond quickly Include “HARO - [story request]” in subject line Give them what they want, nothing extra Give them what they want in the first sentence
  58. 58. Digital Public Relations Questions

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