DIY Online PR
For Startups!
Joshua Steimle
josh@mwi.com
@donloper
DIY Online PR
For Startups
Intro
DIY Online PR
For Startups
Contact Me
josh@mwi.com
@donloper
DIY Online PR
For Startups
What Is Online PR?
Online media placement that is not
purchased, typically obtained by
influenc...
DIY Online PR
For Startups
3 Forms of Placement
DIY Online PR
For Startups
Feature Stories
DIY Online PR
For Startups
Expert Mentions
DIY Online PR
For Startups
Helpful Content
DIY Online PR
For Startups
Why Online PR?
DIY Online PR
For Startups
Creates Brand Recognition
DIY Online PR
For Startups
Establishes Credibility
DIY Online PR
For Startups
Drives Traffic
DIY Online PR
For Startups
Improves SEO Efforts
DIY Online PR
For Startups
Great For Your Ego
DIY Online PR
For Startups
How?
DIY Online PR
For Startups
Step 1 - Great Content
DIY Online PR
For Startups
Good Content Is
So Interesting
You Would Read It
DIY Online PR
For Startups
Great Content Is
So Interesting
You Would Pay To Read It
DIY Online PR
For Startups
Step 2 - Pitch Publishers
DIY Online PR
For Startups
Pitching The Media
When reaching out to writers, journalists,
bloggers, and other media produce...
DIY Online PR
For Startups
Do Not…
DIY Online PR
For Startups
Do Not…Use A Shotgun
Instead, customize your pitch.
It’s obvious when you don’t.
DIY Online PR
For Startups
Do Not…Tell Me You’re Special
Show me.
In 5 seconds or less.
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 wh...
DIY Online PR
For Startups
Do Not…Ask To Talk On Phone
Offer, don’t ask.
DIY Online PR
For Startups
Do Not…Think About Yourself
Make it about the writer/publisher.
DIY Online PR
For Startups
Do…
DIY Online PR
For Startups
Understand What I Want
As a writer, I want my
article here.
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 ...
DIY Online PR
For Startups
Know My Interests
I write about Hong Kong, entrepreneurship, and
online marketing. But preferab...
DIY Online PR
For Startups
Offer Something Valuable
“I have an idea for an article that I believe would
get a lot of atten...
DIY Online PR
For Startups
Tell Interesting Stories
DIY Online PR
For Startups
But I’m Not Interesting
DIY Online PR
For Startups
Nonsense!
DIY Online PR
For Startups
You Are An Expert
DIY Online PR
For Startups
5 Ways To Create
Interesting Stories
DIY Online PR
For Startups
1. Problem-Agitate-Solve
DIY Online PR
For Startups
2. Tie-in
DIY Online PR
For Startups
3. Tell Secrets
DIY Online PR
For Startups
4. Look At Your Data
DIY Online PR
For Startups
5. Interview Someone
DIY Online PR
For Startups
Once You Have A Story…
Channels, People
DIY Online PR
For Startups
Channels
Industry websites
Niche websites
Blogs
Influential social media accounts
Media-sharing...
DIY Online PR
For Startups
People
1. Select a channel first
2. Create a profile for each writer
3. Pitch one story to one ...
DIY Online PR
For Startups
Case Studies
How businesses have successfully pitched me.
DIY Online PR
For Startups
Case Study 01
SEO Gadget, Infographic
DIY Online PR
For Startups
Case Study 02
HWTrek, Advice & Coffee
DIY Online PR
For Startups
Case Study 03
MySugr, Timing
DIY Online PR
For Startups
Case Study 04
Hong Kong Visa Geeza
DIY Online PR
For Startups
Case Study 05
HK Commons
DIY Online PR
For Startups
HARO
Help Out A Reporter (HARO)
HelpAReporter.com
DIY Online PR
For Startups
Keys to Success w/HARO
Respond quickly
Include “HARO - [story request]” in subject line
Give th...
DIY Online PR
For Startups
Other “Pitches”
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 b...
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 w...
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...
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...
DIY Online PR
For Startups
Think Digital
Get the link!
DIY Online PR
For Startups
Questions
Do It Yourself Online PR For Startups
Do It Yourself Online PR For Startups
Do It Yourself Online PR For Startups
Do It Yourself Online PR For Startups
Do It Yourself Online PR For Startups
Do It Yourself Online PR For Startups
Do It Yourself Online PR For Startups
Do It Yourself Online PR For Startups
Do It Yourself Online PR For Startups
Do It Yourself Online PR For Startups
Do It Yourself Online PR For Startups
Do It Yourself Online PR For Startups
Do It Yourself Online PR For Startups
Do It Yourself Online PR For Startups
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Do It Yourself Online PR For Startups

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Slides from a presentation given by Joshua Steimle, CEO of MWI, to a General Assembly course in Hong Kong on 24 July, 2014.

Course Description

If you don't have time to spend on public relations and marketing, then this is the course for you. As an entrepreneur you're too busy to pay attention to anything that isn't critical. You live in emergency mode. You're working 90 hours per week to keep your business afloat and get your website up and running, get product out the door, and build your team. In just one evening this short course will show you how to use the few spare minutes you have each week to get press in top-tier publications and spread your message through content marketing, SEO, and social media. Focused on helping entrepreneurs and startup teams, this is an online marketing course like no other, taught by an entrepreneur with 15 years of experience in online marketing and public relations, who is also a contributor to top-tier publications such as Forbes, Entrepreneur, and Venture Beat.

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Do It Yourself Online PR For Startups

  1. 1. DIY Online PR For Startups! Joshua Steimle josh@mwi.com @donloper
  2. 2. DIY Online PR For Startups Intro
  3. 3. DIY Online PR For Startups Contact Me josh@mwi.com @donloper
  4. 4. DIY Online PR For Startups What Is Online PR? Online media placement that is not purchased, typically obtained by influencing media producers.
  5. 5. DIY Online PR For Startups 3 Forms of Placement
  6. 6. DIY Online PR For Startups Feature Stories
  7. 7. DIY Online PR For Startups Expert Mentions
  8. 8. DIY Online PR For Startups Helpful Content
  9. 9. DIY Online PR For Startups Why Online PR?
  10. 10. DIY Online PR For Startups Creates Brand Recognition
  11. 11. DIY Online PR For Startups Establishes Credibility
  12. 12. DIY Online PR For Startups Drives Traffic
  13. 13. DIY Online PR For Startups Improves SEO Efforts
  14. 14. DIY Online PR For Startups Great For Your Ego
  15. 15. DIY Online PR For Startups How?
  16. 16. DIY Online PR For Startups Step 1 - Great Content
  17. 17. DIY Online PR For Startups Good Content Is So Interesting You Would Read It
  18. 18. DIY Online PR For Startups Great Content Is So Interesting You Would Pay To Read It
  19. 19. DIY Online PR For Startups Step 2 - Pitch Publishers
  20. 20. DIY Online PR For Startups Pitching The Media When reaching out to writers, journalists, bloggers, and other media producers, DO NOT…
  21. 21. DIY Online PR For Startups Do Not…
  22. 22. DIY Online PR For Startups Do Not…Use A Shotgun Instead, customize your pitch. It’s obvious when you don’t.
  23. 23. DIY Online PR For Startups Do Not…Tell Me You’re Special Show me. In 5 seconds or less.
  24. 24. 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.
  25. 25. DIY Online PR For Startups Do Not…Ask To Talk On Phone Offer, don’t ask.
  26. 26. DIY Online PR For Startups Do Not…Think About Yourself Make it about the writer/publisher.
  27. 27. DIY Online PR For Startups Do…
  28. 28. DIY Online PR For Startups Understand What I Want As a writer, I want my article here.
  29. 29. 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?
  30. 30. DIY Online PR For Startups Know My Interests I write about Hong Kong, entrepreneurship, and online marketing. But preferably all three.
  31. 31. 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.”
  32. 32. DIY Online PR For Startups Tell Interesting Stories
  33. 33. DIY Online PR For Startups But I’m Not Interesting
  34. 34. DIY Online PR For Startups Nonsense!
  35. 35. DIY Online PR For Startups You Are An Expert
  36. 36. DIY Online PR For Startups 5 Ways To Create Interesting Stories
  37. 37. DIY Online PR For Startups 1. Problem-Agitate-Solve
  38. 38. DIY Online PR For Startups 2. Tie-in
  39. 39. DIY Online PR For Startups 3. Tell Secrets
  40. 40. DIY Online PR For Startups 4. Look At Your Data
  41. 41. DIY Online PR For Startups 5. Interview Someone
  42. 42. DIY Online PR For Startups Once You Have A Story… Channels, People
  43. 43. 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
  44. 44. 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
  45. 45. DIY Online PR For Startups Case Studies How businesses have successfully pitched me.
  46. 46. DIY Online PR For Startups Case Study 01 SEO Gadget, Infographic
  47. 47. DIY Online PR For Startups Case Study 02 HWTrek, Advice & Coffee
  48. 48. DIY Online PR For Startups Case Study 03 MySugr, Timing
  49. 49. DIY Online PR For Startups Case Study 04 Hong Kong Visa Geeza
  50. 50. DIY Online PR For Startups Case Study 05 HK Commons
  51. 51. DIY Online PR For Startups HARO Help Out A Reporter (HARO) HelpAReporter.com
  52. 52. 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
  53. 53. DIY Online PR For Startups Other “Pitches”
  54. 54. 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.”
  55. 55. 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.”
  56. 56. 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.”
  57. 57. 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.”
  58. 58. DIY Online PR For Startups Think Digital Get the link!
  59. 59. DIY Online PR For Startups Questions

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