In this talk, Jack compares and contrasts his experiences in traditional PR to digital PR for SEO, where coverage is secured for links. He goes on to give great examples of successful campaigns and even detail on the outreach emails he was composing.

1. First things first…

2. First things first…

4. What do we do?

5. We produce creative campaigns like this…

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

7. Inside the campaign - a first a job

8. Why?

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

10. …from top-tier news sites around the world

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

12. How do we get links in Outreach?

13. Ideation

14. Build campaigns that journalists
want to write about

15. Story

16. Find multiple angles for coverage

17. Pitching

18. Write a headline-grabbing outreach email

19. Everyone in our outreach team interprets
the role differently…

20. …with 7 nationalities in the group!

21. My interpretation comes from traditional PR
– with a twist

23. We delivered personal PR for
high-profile clients…

24. …managing their reputation on a daily basis

25. Each client would have different priorities

26. One day you’re promoting British shipping

28. The next, a hit Broadway musical!

30. How did we deliver results for clients?

31. Ideation

32. Understand your clients’ business

33. Story

34. Find stories your client can
legitimately comment on

35. Pitching

36. Sell your client into the stories

37. How did this work in practice?

38. Ideation

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

40. …so we knew their business
better than they did

41. Knowing the client’s past was important

42. But campaigns were often defined by the
client

44. How did we sell this campaign?

45. In this campaign, we were
selling the spokesperson

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

47. So that’s personal PR; what about
Outreach?

48. In Outreach, we sell the story,
NOT the spokesperson

49. So our campaigns help journalist
tell interesting stories

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

51. …and what journalists will write about

52. Journalists love stories
that matter to ordinary people

53. What do Brits love complaining about?

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

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

58. We knew it would interest
motoring journalists

60. This coverage has an added benefit

62. By making the client the source of the
story…

63. …it helps build trust in the brand

64. But to build that trust…

65. …we need great stories that interest
journalists

66. So that’s ideation…

67. Story

68. In Outreach, our campaigns
often have many angles

69. This often leads to coverage in completely
different sectors

71. OPRAH

72. My instinct?

73. Celebrity and Lifestyle

74. I was wrong…

75. Your first instinct won’t always lead to
coverage

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

79. But in Personal PR, being reactive was key

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

81. …so following the news cycle was essential

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

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

84. We contacted every national news desk

85. With relevant stories from the client’s
report…

86. …and specific quotes from key people
in the Maritime industry

87. The result?

89. But in Outreach, we need links

90. What if campaigns are slow to get links?

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

93. Unfortunately, it struggled for coverage

94. Interesting, but it doesn’t grab headlines

95. So…

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

97. Including their favourite movies of the
decade

99. Tough sell

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

103. SCREENSHOTS

104. This would not have been possible
in Personal PR

105. Because you can’t change your client

106. But in SEO, you’re selling the story

107. So you can change it up if you need to

108. Ok, that’s story…

109. Pitching

110. In Personal PR, the pitch target
depended on the client

111. Journalists would often be aware
of your client through their reputation

112. Especially if that client is already
an authority on the issue

113. Our clients could get on the news…

114. …without having us sell them in

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

116. Our efforts then focused on preparing our
client for these appearances

117. So they knew exactly what to say…

118. …and how to make
the most of the opportunity

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

120. But this can be daunting

121. However, when I
started emailing journalists…

122. I remembered one simple piece of
advice from PR…

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

124. Journalists get straight to the point,
so should you

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

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

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

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

133. Which meant I guaranteed myself a link

134. So this is how I pitch stories in Outreach

135. So let’s wrap this thing up…

136. How do traditional PR and Outreach differ?

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

138. We sell the story, not the spokesperson

140. Journalists would come to
us about our clients

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

142. How are Personal PR and Outreach similar?

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

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

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

147. They also enhance their brand…

148. …by making them the source of the story

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

150. Good outreach campaigns get links…

151. …but the best?

152. They secure great links
AND
great media exposure

153. Get the right angles

154. And you’ll get the right links

155. Thank you!