Do you avoid sending outreach emails out on Fridays? Think all campaigns deserve links? Then this no-nonsense talk is for you. Drawing on over a decade's experience in journalism and marketing Ruth Barrett, Digital PR & Creative Team Lead at Aira will dispel common Digital PR myths with insights from journalists. She will show examples of Digital PR myth-busting in action and show you how to achieve strong, relevant coverage for your clients. View the original slides accompanied by Ruth's narration here: https://onlineprshow-summer21.heysummit.com/talks/digital-pr-myths-debunked/

1. Debunking Digital PR Myths
Ruth Barrett
Aira
@RuthBarrettPR

2. Ruth Barrett - Digital PR & Creative Team Lead at Aira
@RuthBarrettPR
#BrightonSEO

3. @RuthBarrettPR
#BrightonSEO

4. @RuthBarrettPR
#BrightonSEO

5. @RuthBarrettPR
#BrightonSEO
I’m going to debunk 10 established Digital
PR myths to help you land juicy links.

6. Debunking Digital PR Myths
@RuthBarrettPR
#BrightonSEO

7. “Certain sites don’t link.”
@RuthBarrettPR
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8. @RuthBarrettPR
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9. @RuthBarrettPR
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10. We’ve gained links on all of these sites.
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11. @RuthBarrettPR
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12. @RuthBarrettPR
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● Don’t believe the myth.
● Some sites do link.
● Analyse backlinks from nationals and
identify and contact those that link.

13. “If it doesn’t go viral then it’s a failure.”
@RuthBarrettPR
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14. @RuthBarrettPR
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15. A third of us have had a campaign fail to
get any links.
Source: https:/
/www.aira.net/state-of-link-building/
@RuthBarrettPR
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16. How many links have your campaign generated over the last year?
@RuthBarrettPR
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17. Failure is how we learn.
@RuthBarrettPR
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18. Expectations of viral success every time
are unrealistic.
@RuthBarrettPR
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19. Would you rather gain 1,000 ‘viral’ links,
or 10 strong, relevant links?
@RuthBarrettPR
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20. Going ‘viral’ doesn’t equal quality and
relevance that drives business results.
@RuthBarrettPR
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21. We want strong, relevant links and so
does Google.
@RuthBarrettPR
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22. @RuthBarrettPR
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23. DA85 DA85
@RuthBarrettPR
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24. Set internal, achievable link targets
based on content type and size of the
campaign.
@RuthBarrettPR
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25. “It’s not worth wasting time converting
brand mentions.”
@RuthBarrettPR
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26. @RuthBarrettPR
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27. Converting brand mentions can make a
real impact for your client, especially
those in ecommerce.
@RuthBarrettPR
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28. Get brand mentions working for you.
@RuthBarrettPR
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29. Collate a list of your client’s brand
mentions from the past 12 months and
identify which you could convert to links.
@RuthBarrettPR
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30. Get in touch with the journalist,
department or corrections desk
explaining how a link would add
additional value to the piece.
@RuthBarrettPR
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31. @RuthBarrettPR
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32. @RuthBarrettPR
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33. “You can’t do it if it’s been done before.”
@RuthBarrettPR
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34. @RuthBarrettPR
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35. Marketing is about innovation and
reinvention.
@RuthBarrettPR
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36. Don’t automatically discount an idea if
it’s been done before.
@RuthBarrettPR
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37. @RuthBarrettPR
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Source: https:/
/twitter.com/ecologyofgavin/status/1391409023895756805

38. Can you take a new angle?
@RuthBarrettPR
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39. ● Has it been covered in the past 6
months?
● Plot out all target sectors and sites
● Draw up a list of angles and check the
news to find which have been done
@RuthBarrettPR
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40. ● Identify the news hooks that haven’t
been covered
● Create bespoke pitch emails for
sectors
● Gain press coverage
@RuthBarrettPR
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41. “You can’t launch a campaign on Friday.”
@RuthBarrettPR
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42. @RuthBarrettPR
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43. Most publications have their editorial
planning meeting between 9-11am on
Monday.
@RuthBarrettPR
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44. Sending a pitch email on a Friday means
you’re ahead of the crowd.
@RuthBarrettPR
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45. Most news desks are manned 24/7.
@RuthBarrettPR
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46. @RuthBarrettPR
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47. @RuthBarrettPR
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48. Don’t discount the unsung hero that is
Friday. Embrace all days.
@RuthBarrettPR
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49. So if you’re worried your email won’t be
seen if you send it on a Friday, don’t be.
@RuthBarrettPR
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50. “You only need to monitor current
campaigns.”
@RuthBarrettPR
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51. @RuthBarrettPR
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52. Don’t leave your old campaigns to gather
dust.
@RuthBarrettPR
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53. A quick backlink check can identify if
your old campaign is gathering traction
once again.
@RuthBarrettPR
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54. A campaign can pick up a second, third
or even fourth wave of coverage.
@RuthBarrettPR
#BrightonSEO

55. Monitor the news and re-outreach
your campaign if it becomes relevant
once again to gain more coverage.
@RuthBarrettPR
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56. @RuthBarrettPR
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57. ● Check each month for links and
mentions
@RuthBarrettPR
#BrightonSEO

58. ● Check each month for links and
mentions
● It is newsworthy again?
@RuthBarrettPR
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59. ● Check each month for links and
mentions
● It is newsworthy again?
● Can you provide something new?
@RuthBarrettPR
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60. “You don’t need to personalise emails.”
@RuthBarrettPR
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61. @RuthBarrettPR
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62. Online journalists are inundated with
hundreds of emails every day.
@RuthBarrettPR
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63. Journalists I spoke to are expected to
write at least 10 articles a day.
@RuthBarrettPR
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64. People know when they’re being sent a
blanket email.
@RuthBarrettPR
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65. @RuthBarrettPR
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66. @RuthBarrettPR
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67. @RuthBarrettPR
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68. ● Why is it relevant to their site?
@RuthBarrettPR
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69. ● Why is it relevant to their site?
● What do they cover day to day?
@RuthBarrettPR
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70. ● Why is it relevant to their site?
● What do they cover day to day?
● Have they covered this topic before?
@RuthBarrettPR
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71. ● Why is it relevant to their site?
● What do they cover day to day?
● Have they covered this topic before?
● What vertical could this sit in?
@RuthBarrettPR
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72. “You don’t need good relationships with
journalists.”
@RuthBarrettPR
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73. @RuthBarrettPR
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74. Sourcing case studies, experts and
additional data saves journalists so
much time.
@RuthBarrettPR
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75. Only send over relevant pitches and
naturally build a relationship over time.
@RuthBarrettPR
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76. It should be a give and take relationship.
@RuthBarrettPR
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77. You wouldn’t stay in a friendship like
that, so don’t expect journalists to.
@RuthBarrettPR
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78. If you notice a journalist needs help with
an article why not lend a hand?
@RuthBarrettPR
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79. @RuthBarrettPR
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80. @RuthBarrettPR
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81. @RuthBarrettPR
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Source: https://www.weearnmedia.com/episodes/rachel-moss

82. @RuthBarrettPR
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83. Keep an eye out for #journorequest on
Twitter that you can help with.
@RuthBarrettPR
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84. Saying thank you goes a long way.
@RuthBarrettPR
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85. @RuthBarrettPR
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86. @RuthBarrettPR
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87. @RuthBarrettPR
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88. “You always need visuals.”
@RuthBarrettPR
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89. @RuthBarrettPR
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90. Visuals aren’t always needed to tell the
story.
@RuthBarrettPR
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91. Data is often the key to success.
@RuthBarrettPR
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92. @RuthBarrettPR
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93. @RuthBarrettPR
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94. @RuthBarrettPR
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95. @RuthBarrettPR
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96. Is a visual needed?
@RuthBarrettPR
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97. Can the press tell the story without
images?
@RuthBarrettPR
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98. Does a visual add to the campaign?
@RuthBarrettPR
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99. Will creating a visual slow you down?
@RuthBarrettPR
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100. Do target press use external imagery?
@RuthBarrettPR
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101. “All campaigns deserve links.”
@RuthBarrettPR
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102. @RuthBarrettPR
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103. Your campaign doesn’t deserve links just
because it exists.
@RuthBarrettPR
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104. A link is a trust signal for Google, and the
journalist providing it.
@RuthBarrettPR
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105. Are you providing added value that
warrants a link?
@RuthBarrettPR
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106. ● Does it tell people something new?
@RuthBarrettPR
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107. ● Does it tell people something new?
● Can the story be told without a link?
@RuthBarrettPR
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108. ● Does it tell people something new?
● Can the story be told without a link?
● Does a link add value to the reader?
@RuthBarrettPR
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109. @RuthBarrettPR
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110. Summary
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111. 1. Don’t believe all the Digital PR myths.
@RuthBarrettPR
#BrightonSEO

112. 1. Don’t believe all the Digital PR myths.
2. Build relationships with journalists.
@RuthBarrettPR
#BrightonSEO

113. 1. Don’t believe all the Digital PR myths.
2. Build relationships with journalists.
3. Believe in your campaigns.
@RuthBarrettPR
#BrightonSEO

114. PROPOSAL
Thank You