1. DIY Online PR
For Startups!
Joshua Steimle
josh@mwi.com
@donloper

2. DIY Online PR
For Startups
Intro

3. DIY Online PR
For Startups
Contact Me
josh@mwi.com
@donloper

4. DIY Online PR
For Startups
What Is Online PR?
Online media placement that is not
purchased, typically obtained by
influencing media producers.

10. DIY Online PR
For Startups
3 Forms of Placement

11. DIY Online PR
For Startups
Feature Stories

13. DIY Online PR
For Startups
Expert Mentions

16. DIY Online PR
For Startups
Helpful Content

19. DIY Online PR
For Startups
Why Online PR?

20. DIY Online PR
For Startups
Creates Brand Recognition

21. DIY Online PR
For Startups
Establishes Credibility

22. DIY Online PR
For Startups
Drives Traffic

23. DIY Online PR
For Startups
Improves SEO Efforts

24. DIY Online PR
For Startups
Great For Your Ego

26. DIY Online PR
For Startups
How?

27. DIY Online PR
For Startups
Step 1 - Great Content

28. DIY Online PR
For Startups
Good Content Is
So Interesting
You Would Read It

29. DIY Online PR
For Startups
Great Content Is
So Interesting
You Would Pay To Read It

33. DIY Online PR
For Startups
Step 2 - Pitch Publishers

34. DIY Online PR
For Startups
Pitching The Media
When reaching out to writers, journalists,
bloggers, and other media producers,
DO NOT…

35. DIY Online PR
For Startups
Do Not…

36. DIY Online PR
For Startups
Do Not…Use A Shotgun
Instead, customize your pitch.
It’s obvious when you don’t.

37. DIY Online PR
For Startups
Do Not…Tell Me You’re Special
Show me.
In 5 seconds or less.

38. DIY Online PR
For Startups
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.

39. DIY Online PR
For Startups
Do Not…Ask To Talk On Phone
Offer, don’t ask.

40. DIY Online PR
For Startups
Do Not…Think About Yourself
Make it about the writer/publisher.

41. DIY Online PR
For Startups
Do…

42. DIY Online PR
For Startups
Understand What I Want
As a writer, I want my
article here.

43. DIY Online PR
For Startups
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?

44. DIY Online PR
For Startups
Know My Interests
I write about Hong Kong, entrepreneurship, and
online marketing. But preferably all three.

45. DIY Online PR
For Startups
Offer Something Valuable
“I have an idea for an article that I believe would
get a lot of attention and social sharing.”

46. DIY Online PR
For Startups
Tell Interesting Stories

47. DIY Online PR
For Startups
But I’m Not Interesting

48. DIY Online PR
For Startups
Nonsense!

49. DIY Online PR
For Startups
You Are An Expert

50. DIY Online PR
For Startups
5 Ways To Create
Interesting Stories

51. DIY Online PR
For Startups
1. Problem-Agitate-Solve

52. DIY Online PR
For Startups
2. Tie-in

53. DIY Online PR
For Startups
3. Tell Secrets

54. DIY Online PR
For Startups
4. Look At Your Data

55. DIY Online PR
For Startups
5. Interview Someone

56. DIY Online PR
For Startups
Once You Have A Story…
Channels, People

57. DIY Online PR
For Startups
Channels
Industry websites
Niche websites
Blogs
Influential social media accounts
Media-sharing websites (YouTube)
Social networks
Forums
Wikis
Top-tier websites

58. DIY Online PR
For Startups
People
1. Select a channel first
2. Create a profile for each writer
3. Pitch one story to one writer at a time
4. Learn something from each interaction

59. DIY Online PR
For Startups
Case Studies
How businesses have successfully pitched me.

60. DIY Online PR
For Startups
Case Study 01
SEO Gadget, Infographic

61. DIY Online PR
For Startups
Case Study 02
HWTrek, Advice & Coffee

62. DIY Online PR
For Startups
Case Study 03
MySugr, Timing

63. DIY Online PR
For Startups
Case Study 04
Hong Kong Visa Geeza

64. DIY Online PR
For Startups
Case Study 05
HK Commons

65. DIY Online PR
For Startups
HARO
Help Out A Reporter (HARO)
HelpAReporter.com

66. DIY Online PR
For Startups
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

67. DIY Online PR
For Startups
Other “Pitches”

68. DIY Online PR
For Startups
I’ve Got Quotes
“I saw your article on big data. I run a startup in
Hong Kong that works with big data. If you ever
need a quote for an article, let me know.”

69. DIY Online PR
For Startups
I’ve Got Connections
“I saw your article on big data. I run a startup in
Hong Kong that works with big data and have a
lot of connections in the industry. If you ever
need a source for an article, let me know and I’d
be glad to make some introductions.”

70. DIY Online PR
For Startups
I’ve Got Data
“I saw your article on big data. I run a startup in
Hong Kong that works with big data. If you ever
need stats or figures to support an article you’re
writing, let me know.”

71. DIY Online PR
For Startups
I’ve Got Pictures
“I saw your article on big data. I run a startup in
Hong Kong that works with big data and we’ve
created infographics and visualizations of a lot of
data. If you ever need something visual to
accompany your writing on big data, let me know.”

72. DIY Online PR
For Startups
Think Digital
Get the link!

73. DIY Online PR
For Startups
Questions