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First things first…

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First things first…

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What do we do?

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We produce creative campaigns like this…

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This campaign for AdView reveals the first jobs
of some of today’s most successful people

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Inside the campaign - a first a job

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Why?

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In Outreach, our job is to get
links and coverage...

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…from top-tier news sites around the world

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These links improve our client’s organic
rankings on search engines

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How do we get links in Outreach?

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Ideation

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Build campaigns that journalists
want to write about

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Story

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Find multiple angles for coverage

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Pitching

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Write a headline-grabbing outreach email

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Everyone in our outreach team interprets
the role differently…

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…with 7 nationalities in the group!

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My interpretation comes from traditional PR
– with a twist

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We delivered personal PR for
high-profile clients…

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…managing their reputation on a daily basis

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Each client would have different priorities

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One day you’re promoting British shipping

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The next, a hit Broadway musical!

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How did we deliver results for clients?

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Ideation

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Understand your clients’ business

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Story

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Find stories your client can
legitimately comment on

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Pitching

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Sell your client into the stories

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How did this work in practice?

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Ideation

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In Personal PR, we researched our client’s
industry thoroughly before launch…

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…so we knew their business
better than they did

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Knowing the client’s past was important

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But campaigns were often defined by the
client

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How did we sell this campaign?

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In this campaign, we were
selling the spokesperson

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Maritime UK’s report into the industry’s contribution to UK
economy

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So that’s personal PR; what about
Outreach?

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In Outreach, we sell the story,
NOT the spokesperson

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So our campaigns help journalist
tell interesting stories

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Rather than researching the industry, we
research the media landscape…

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…and what journalists will write about

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Journalists love stories
that matter to ordinary people

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What do Brits love complaining about?

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If people love complaining about it,
journalists will write about it!

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This campaign for GoCompare reveals the vehicle brand
with the worst driver reputation in the UK

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We knew it would interest
motoring journalists

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This coverage has an added benefit

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By making the client the source of the
story…

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…it helps build trust in the brand

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But to build that trust…

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…we need great stories that interest
journalists

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So that’s ideation…

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Story

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In Outreach, our campaigns
often have many angles

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This often leads to coverage in completely
different sectors

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OPRAH

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My instinct?

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Celebrity and Lifestyle

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I was wrong…

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Your first instinct won’t always lead to
coverage

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In Outreach, we can choose from many
angles to get the most coverage

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But in Personal PR, being reactive was key

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Our client needed to be the first to react to a
developing news story…

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…so following the news cycle was essential

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The Royal Navy’s new aircraft carrier arrives in Portsmouth Harbour
- puts maritime at the top of the news agenda

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We used the interest in this story for
major coverage for Maritime UK

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We contacted every national news desk

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With relevant stories from the client’s
report…

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…and specific quotes from key people
in the Maritime industry

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The result?

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But in Outreach, we need links

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What if campaigns are slow to get links?

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This campaign for Shutterfly illustrated what
Americans would put in a time capsule

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Unfortunately, it struggled for coverage

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Interesting, but it doesn’t grab headlines

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So…

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We surveyed 1,000 US citizens to find out
what they would put in a time capsule

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Including their favourite movies of the
decade

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Tough sell

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I mean, who’s going to
want to write about Star Wars?

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SCREENSHOTS

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This would not have been possible
in Personal PR

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Because you can’t change your client

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But in SEO, you’re selling the story

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So you can change it up if you need to

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Ok, that’s story…

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Pitching

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In Personal PR, the pitch target
depended on the client

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Journalists would often be aware
of your client through their reputation

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Especially if that client is already
an authority on the issue

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Our clients could get on the news…

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…without having us sell them in

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Our client, John Mills, got lots of natural coverage
as a Labour supporter of Brexit

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Our efforts then focused on preparing our
client for these appearances

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So they knew exactly what to say…

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…and how to make
the most of the opportunity

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In Outreach, getting links starts with a
direct email to journalists

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But this can be daunting

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However, when I
started emailing journalists…

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I remembered one simple piece of
advice from PR…

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“I’m going to shoot you in the face,
and here’s why…”

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Journalists get straight to the point,
so should you

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However, getting your client expert
comment alongside a link is still possible in
Outreach

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I contacted the commentary desk
as well as Fortune’s staff writers

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Usually, a journalist will write the story
and include a link

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But Fortune asked me to write the editorial
on behalf of AdView

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Which meant I guaranteed myself a link

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So this is how I pitch stories in Outreach

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So let’s wrap this thing up…

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How do traditional PR and Outreach differ?

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In Outreach, we build campaigns by
knowing what the media cover

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We sell the story, not the spokesperson

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Journalists would come to
us about our clients

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So we had to make sure our
spokesperson was sending the right
message

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How are Personal PR and Outreach similar?

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Get straight to the point, and know why the
journalist wants the story

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In Outreach, we trade on our
ability to get links…

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… and we give our clients interesting things
to say to the world

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They also enhance their brand…

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…by making them the source of the story

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It helps improve their reputation, just as we
would have wanted in Personal PR

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Good outreach campaigns get links…

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…but the best?

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They secure great links
AND
great media exposure

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Get the right angles

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And you’ll get the right links

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Thank you!