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How To Get Press In 15 Minutes

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How to get press attention for your startup in 15 minutes. If you're a startup looking for how to do your own PR, this is it.

This was presented to the Hong Kong chapter of Founders Institute. If you have any questions or would like to view this presentation in person, contact josh@mwi.com.

Published in: Marketing

How To Get Press In 15 Minutes

  1. 1. How To Get Press In 15 Minutes ! Joshua Steimle josh@mwi.com @donloper
  2. 2. How To Get Press In 15 Minutes Intro
  3. 3. Founder & CEO, MWI How To Get Press In 15 Minutes Since 1999 Hong Kong . Salt Lake City Phoenix . Chicago . Austin
  4. 4. How To Get Press In 15 Minutes Writer
  5. 5. Speaker / Presenter How To Get Press In 15 Minutes
  6. 6. How To Get Press In 15 Minutes Contact Me josh@mwi.com @donloper
  7. 7. How To Get Press In 15 Minutes The Big Picture
  8. 8. How To Get Press In 15 Minutes 4.3 Billion Asia Population, 2013 Source: http://www.worldpopulationstatistics.com/asia-population-2013/
  9. 9. How To Get Press In 15 Minutes 4.9 Billion Asia Population, 2030 Source: http://en.wikipedia.org/wiki/World_population
  10. 10. How To Get Press In 15 Minutes 525 Million Asia Middle Class, 2013 Source: http://www.ey.com/GL/en/Issues/Driving-growth/Middle-class-growth-in-emerging-markets
  11. 11. How To Get Press In 15 Minutes 3.1 Billion Asia Middle Class, 2030 Source: http://www.reuters.com/middle-class-infographic
  12. 12. Asia-Pacific Internet Penetration, 2005 How To Get Press In 15 Minutes 9.4% Source: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx
  13. 13. Asia-Pacific Internet Penetration, 2013 How To Get Press In 15 Minutes 31.9% Source: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx
  14. 14. Asia-Pacific Internet Users, 2005 How To Get Press In 15 Minutes 344 Million Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx, We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/
  15. 15. Asia-Pacific Internet Users, 2013 How To Get Press In 15 Minutes 1.3 Billion Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx, We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/
  16. 16. Asia-Pacific Mobile Internet Users, 2005 How To Get Press In 15 Minutes 0 Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx, We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/
  17. 17. Asia-Pacific Mobile Internet Users, 2013 How To Get Press In 15 Minutes 895 Million Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx, We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/
  18. 18. Asia-Pacific Mobile Internet Users, 2015 How To Get Press In 15 Minutes 1 Billion+ Source: http://www.statista.com/statistics/201232/forecast-of-mobile-internet-penetration-in-asia-pacific/
  19. 19. “In 2013, Global PC Shipments Suffered the Worst Decline in PC Market History” Sources: Gartner http://www.gartner.com/newsroom/id/2647517 How To Get Press In 15 Minutes
  20. 20. Worldwide Smartphone Sales, 2012 How To Get Press In 15 Minutes 680 Million Sources: Gartner http://www.gartner.com/newsroom/id/2665715
  21. 21. Worldwide Smartphone Sales, 2013 How To Get Press In 15 Minutes 968 Million Sources: Gartner http://www.gartner.com/newsroom/id/2665715
  22. 22. Source: PR Newswire, Asia Media Landscape Series http://misc.prnasia.com/atd/custeventreg.php?event_id=138 How To Get Press In 15 Minutes
  23. 23. How To Get Press In 15 Minutes The Big Picture Asia-Pacific Middle Class + Internet + Mobile = Big Opportunity
  24. 24. What Is Online PR? Online media placement that is not purchased, typically obtained by influencing How To Get Press In 15 Minutes media producers.
  25. 25. 3 Forms of Placement How To Get Press In 15 Minutes
  26. 26. How To Get Press In 15 Minutes Feature Stories
  27. 27. How To Get Press In 15 Minutes Expert Mentions
  28. 28. How To Get Press In 15 Minutes Helpful Content
  29. 29. How To Get Press In 15 Minutes Why Online PR?
  30. 30. Creates Brand Recognition How To Get Press In 15 Minutes
  31. 31. Establishes Credibility How To Get Press In 15 Minutes
  32. 32. How To Get Press In 15 Minutes Drives Traffic
  33. 33. Improves SEO Efforts How To Get Press In 15 Minutes
  34. 34. Great For Your Ego How To Get Press In 15 Minutes
  35. 35. How To Get Press In 15 Minutes How?
  36. 36. Step 1 - Create Great Content How To Get Press In 15 Minutes
  37. 37. Good Content Is So Interesting You Would Read It How To Get Press In 15 Minutes
  38. 38. How To Get Press In 15 Minutes Great Content Is So Interesting You Would Pay To Read It
  39. 39. Tell Interesting Stories How To Get Press In 15 Minutes
  40. 40. But I’m Not Interesting How To Get Press In 15 Minutes
  41. 41. How To Get Press In 15 Minutes Nonsense!
  42. 42. You Are An Expert How To Get Press In 15 Minutes
  43. 43. 5 Ways To Create Interesting Stories How To Get Press In 15 Minutes
  44. 44. 1. Problem-Agitate-Solve How To Get Press In 15 Minutes
  45. 45. How To Get Press In 15 Minutes 2. Tie-in
  46. 46. How To Get Press In 15 Minutes 3. Tell Secrets
  47. 47. 4. Look At Your Data How To Get Press In 15 Minutes
  48. 48. 5. Interview Someone How To Get Press In 15 Minutes
  49. 49. Once You Have A Story… How To Get Press In 15 Minutes
  50. 50. Step 2 - Pitch Publishers How To Get Press In 15 Minutes
  51. 51. Pitching The Media When reaching out to writers, journalists, bloggers, and other media producers, DO How To Get Press In 15 Minutes NOT…
  52. 52. How To Get Press In 15 Minutes Do Not…
  53. 53. Do Not…Use A Shotgun How To Get Press In 15 Minutes Instead, customize your pitch. It’s obvious when you don’t.
  54. 54. Do Not…Tell Me You’re Special How To Get Press In 15 Minutes Show me. In 5 seconds or less.
  55. 55. How To Get Press In 15 Minutes Do Not…Beg 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.
  56. 56. Do Not…Ask To Talk On Phone How To Get Press In 15 Minutes Offer, don’t ask.
  57. 57. Do Not…Think About Yourself How To Get Press In 15 Minutes Make it about the writer/publisher.
  58. 58. How To Get Press In 15 Minutes Do…
  59. 59. Understand What I Want As a writer, I want my article here. How To Get Press In 15 Minutes
  60. 60. 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 How To Get Press In 15 Minutes company?
  61. 61. Know My Interests I write about Hong Kong, entrepreneurship, and digital How To Get Press In 15 Minutes marketing. But preferably all three.
  62. 62. Offer Something Valuable “I have an idea for an article that I believe would get a lot of How To Get Press In 15 Minutes attention and social sharing.”
  63. 63. Identify Channels… Industry websites How To Get Press In 15 Minutes Niche websites Blogs Influential social media accounts Media-sharing websites (YouTube) Social networks Forums Wikis Top-tier websites
  64. 64. …Then Identify People How To Get Press In 15 Minutes 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
  65. 65. Choose Easy: HARO Help Out A Reporter (HARO) HelpAReporter.com How To Get Press In 15 Minutes
  66. 66. Keys to Success w/HARO How To Get Press In 15 Minutes 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. 67. Step 3 - Think Digital How To Get Press In 15 Minutes Get the link!
  68. 68. How To Get Press In 15 Minutes Questions

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