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DIY Online PR 
Joshua Steimle 
josh@mwi.com 
@mwihongkong 
mwi.hk
Intro 
Entrepreneur • Founder and CEO, MWI • Founded in 1999 • Offices in Hong Kong & US • Lots ‘o clients, big and small. 
DIY Online PR 
mwi.hk 
@mwihongkong
Intro 
Speaker • Startup Grind Hong Kong • Self Storage Expo Asia • General Assembly 
DIY Online PR 
mwi.hk 
@mwihongkong
Intro 
Writer • Forbes, Entrepreneur, TechinAsia, 
Fast Company, VentureBeat, 
SCMP, etc. • Blog @ donloper.com 
DIY Online PR 
mwi.hk 
@mwihongkong
DIY Online PR 
mwi.hk 
@mwihongkong
Contact Me 
• josh@mwi.com 
• @donloper 
• donloper.com 
• Linkedin, Google+, Facebook 
DIY Online PR 
mwi.hk 
@mwihongkong
Contest 
• Follow @mwihongkong 
• Tweet one idea from tonight 
• I’ll choose a winner at random 
• Winner gets free consultation and 
lunch 
DIY Online PR 
mwi.hk 
@mwihongkong
What Is Online PR? 
Online media placement that is not 
purchased, typically obtained by 
influencing media producers. 
DIY Online PR 
mwi.hk 
@mwihongkong
What Is Online PR? 
Three primary forms of placement: 
1. Feature stories 
2. Expert mentions 
3. Helpful content 
DIY Online PR 
mwi.hk 
@mwihongkong
What Is Online PR? 
Who to influence? • Writers • Bloggers • Social media users 
DIY Online PR 
mwi.hk 
@mwihongkong
DIY Online PR 
mwi.hk 
@mwihongkong
DIY Online PR 
mwi.hk 
@mwihongkong
DIY Online PR 
mwi.hk 
@mwihongkong
Why Online PR? 
• Creates brand recognition • Establishes credibility • Drives traffic • Improves search engine rankings 
DIY Online PR 
mwi.hk 
@mwihongkong
Why Online PR? 
Also great for your ego. 
DIY Online PR 
mwi.hk 
@mwihongkong
DIY Online PR 
mwi.hk 
@mwihongkong
DIY Online PR 
How do I spread the word? 
DIY Online PR 
mwi.hk 
@mwihongkong
01 Pitching The Media 
First, when reaching out to writers, 
journalists, bloggers, and other media 
producers, DO NOT… 
DIY Online PR 
mwi.hk 
@mwihongkong
Do Not… 
DIY Online PR 
mwi.hk 
@mwihongkong
Use A Shotgun 
Customize your pitch. It’s obvious when you 
don’t. 
DIY Online PR 
mwi.hk 
@mwihongkong
Tell Me You’re Special 
Show me. 
In 5 seconds or less. 
DIY Online PR 
mwi.hk 
@mwihongkong
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. 
DIY Online PR 
mwi.hk 
@mwihongkong
Ask To Talk On Phone 
Offer, don’t ask. 
DIY Online PR 
mwi.hk 
@mwihongkong
Think About Yourself 
Make it about the writer. 
DIY Online PR 
mwi.hk 
@mwihongkong
Do… 
DIY Online PR 
mwi.hk 
@mwihongkong
Understand What I Want 
DIY Online PR 
mwi.hk 
@mwihongkong 
As a writer, amongst other 
things, I want my article 
showing up here.
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? 
DIY Online PR 
mwi.hk 
@mwihongkong
Know My Interests 
I write about Hong Kong, entrepreneurship, and 
online marketing. But preferably all three. 
DIY Online PR 
mwi.hk 
@mwihongkong
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.” 
DIY Online PR 
mwi.hk 
@mwihongkong
Create Stories 
DIY Online PR 
mwi.hk 
@mwihongkong
You Are An Expert 
• Develop a product • Market a product • Land a customer • Land an investor • Solve a problem • Make money 
DIY Online PR 
mwi.hk 
@mwihongkong
Actionable Knowledge 
How to lists • Double Your Twitter Followers In One 
Month • 5 Ways To Sell More Online • How I Raised $5M • Get Rich With This One Weird Trick 
DIY Online PR 
mwi.hk 
@mwihongkong
Once You Have A Story… 
• Channels • People 
DIY Online PR 
mwi.hk 
@mwihongkong
Channels 
• Industry websites • Niche websites • Blogs • Influential social media accounts • Media-sharing websites (YouTube) • Social networks • Forums • Wikis • Top-tier websites 
DIY Online PR 
mwi.hk 
@mwihongkong
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 to 
improve your pitch the next time around 
DIY Online PR 
mwi.hk 
@mwihongkong
Case Studies 
How businesses have successfully pitched me. 
DIY Online PR 
mwi.hk 
@mwihongkong
Case Study 01 
SEO Gadget, Infographic 
DIY Online PR 
mwi.hk 
@mwihongkong
Case Study 02 
HWTrek, Advice & Coffee 
DIY Online PR 
mwi.hk 
@mwihongkong
Case Study 03 
MySugr, Timing 
DIY Online PR 
mwi.hk 
@mwihongkong
Getting Started 
1. Read Platform by Michael Hyatt 
2. Sign up for email newsletters from Michael 
Hyatt & Copyblogger 
3. Start blogging. It works. This is how I got to 
write for Forbes. 
DIY Online PR 
mwi.hk 
@mwihongkong
03 HARO 
Help Out A Reporter (HARO) 
HelpAReporter.com 
DIY Online PR 
mwi.hk 
@mwihongkong
HARO Keys 
1. Respond quickly 
2. Include “HARO - [story request]” in subject 
line 
3. Give them what they want, nothing extra 
4. Give them what they want in the first 
sentence 
DIY Online PR 
mwi.hk 
@mwihongkong
Contact Me 
• josh@mwi.com 
• @donloper 
• donloper.com 
• Linkedin, Google+, Facebook 
DIY Online PR 
mwi.hk 
@mwihongkong

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How To Get Press For Your Startup - General Assembly, Hong Kong

  • 1. DIY Online PR Joshua Steimle josh@mwi.com @mwihongkong mwi.hk
  • 2. Intro Entrepreneur • Founder and CEO, MWI • Founded in 1999 • Offices in Hong Kong & US • Lots ‘o clients, big and small. DIY Online PR mwi.hk @mwihongkong
  • 3. Intro Speaker • Startup Grind Hong Kong • Self Storage Expo Asia • General Assembly DIY Online PR mwi.hk @mwihongkong
  • 4. Intro Writer • Forbes, Entrepreneur, TechinAsia, Fast Company, VentureBeat, SCMP, etc. • Blog @ donloper.com DIY Online PR mwi.hk @mwihongkong
  • 5. DIY Online PR mwi.hk @mwihongkong
  • 6. Contact Me • josh@mwi.com • @donloper • donloper.com • Linkedin, Google+, Facebook DIY Online PR mwi.hk @mwihongkong
  • 7. Contest • Follow @mwihongkong • Tweet one idea from tonight • I’ll choose a winner at random • Winner gets free consultation and lunch DIY Online PR mwi.hk @mwihongkong
  • 8. What Is Online PR? Online media placement that is not purchased, typically obtained by influencing media producers. DIY Online PR mwi.hk @mwihongkong
  • 9. What Is Online PR? Three primary forms of placement: 1. Feature stories 2. Expert mentions 3. Helpful content DIY Online PR mwi.hk @mwihongkong
  • 10. What Is Online PR? Who to influence? • Writers • Bloggers • Social media users DIY Online PR mwi.hk @mwihongkong
  • 11. DIY Online PR mwi.hk @mwihongkong
  • 12. DIY Online PR mwi.hk @mwihongkong
  • 13. DIY Online PR mwi.hk @mwihongkong
  • 14. Why Online PR? • Creates brand recognition • Establishes credibility • Drives traffic • Improves search engine rankings DIY Online PR mwi.hk @mwihongkong
  • 15. Why Online PR? Also great for your ego. DIY Online PR mwi.hk @mwihongkong
  • 16. DIY Online PR mwi.hk @mwihongkong
  • 17. DIY Online PR How do I spread the word? DIY Online PR mwi.hk @mwihongkong
  • 18. 01 Pitching The Media First, when reaching out to writers, journalists, bloggers, and other media producers, DO NOT… DIY Online PR mwi.hk @mwihongkong
  • 19. Do Not… DIY Online PR mwi.hk @mwihongkong
  • 20. Use A Shotgun Customize your pitch. It’s obvious when you don’t. DIY Online PR mwi.hk @mwihongkong
  • 21. Tell Me You’re Special Show me. In 5 seconds or less. DIY Online PR mwi.hk @mwihongkong
  • 22. 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. DIY Online PR mwi.hk @mwihongkong
  • 23. Ask To Talk On Phone Offer, don’t ask. DIY Online PR mwi.hk @mwihongkong
  • 24. Think About Yourself Make it about the writer. DIY Online PR mwi.hk @mwihongkong
  • 25. Do… DIY Online PR mwi.hk @mwihongkong
  • 26. Understand What I Want DIY Online PR mwi.hk @mwihongkong As a writer, amongst other things, I want my article showing up here.
  • 27. 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? DIY Online PR mwi.hk @mwihongkong
  • 28. Know My Interests I write about Hong Kong, entrepreneurship, and online marketing. But preferably all three. DIY Online PR mwi.hk @mwihongkong
  • 29. 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.” DIY Online PR mwi.hk @mwihongkong
  • 30. Create Stories DIY Online PR mwi.hk @mwihongkong
  • 31. You Are An Expert • Develop a product • Market a product • Land a customer • Land an investor • Solve a problem • Make money DIY Online PR mwi.hk @mwihongkong
  • 32. Actionable Knowledge How to lists • Double Your Twitter Followers In One Month • 5 Ways To Sell More Online • How I Raised $5M • Get Rich With This One Weird Trick DIY Online PR mwi.hk @mwihongkong
  • 33. Once You Have A Story… • Channels • People DIY Online PR mwi.hk @mwihongkong
  • 34. Channels • Industry websites • Niche websites • Blogs • Influential social media accounts • Media-sharing websites (YouTube) • Social networks • Forums • Wikis • Top-tier websites DIY Online PR mwi.hk @mwihongkong
  • 35. 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 to improve your pitch the next time around DIY Online PR mwi.hk @mwihongkong
  • 36. Case Studies How businesses have successfully pitched me. DIY Online PR mwi.hk @mwihongkong
  • 37. Case Study 01 SEO Gadget, Infographic DIY Online PR mwi.hk @mwihongkong
  • 38. Case Study 02 HWTrek, Advice & Coffee DIY Online PR mwi.hk @mwihongkong
  • 39. Case Study 03 MySugr, Timing DIY Online PR mwi.hk @mwihongkong
  • 40. Getting Started 1. Read Platform by Michael Hyatt 2. Sign up for email newsletters from Michael Hyatt & Copyblogger 3. Start blogging. It works. This is how I got to write for Forbes. DIY Online PR mwi.hk @mwihongkong
  • 41. 03 HARO Help Out A Reporter (HARO) HelpAReporter.com DIY Online PR mwi.hk @mwihongkong
  • 42. HARO Keys 1. Respond quickly 2. Include “HARO - [story request]” in subject line 3. Give them what they want, nothing extra 4. Give them what they want in the first sentence DIY Online PR mwi.hk @mwihongkong
  • 43. Contact Me • josh@mwi.com • @donloper • donloper.com • Linkedin, Google+, Facebook DIY Online PR mwi.hk @mwihongkong