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Copy of OPR Speaker slide template April (2).pptx
- 1. Using the 30,30,3 rule for reactive coverage success Slideshare.Net/clarabkelly @Clarabkelly Clara Kelly Legacy Communications #BrightonSEO
- 2. 30, 30, 3 - How knowing how newsrooms work can give your reactive PR an edge #BrightonSEO
- 3. I know what you are thinking - who is she and why should I listen? #BrightonSEO
- 4. From link tattoos to personal surveys - Digital PR is a big part of my life! #BrightonSEO
- 5. The news cycle moves fast #BrightonSEO
- 7. Here’s what you can expect in a typical day as a journalist #BrightonSEO
- 8. So what is 30,30,3? And why does it matter? #BrightonSEO
- 9. 30 seconds: To cover breaking news, ie celebrity death, election results or a new release #BrightonSEO
- 10. 30 minutes: To write stories on a typical breaking news shift #BrightonSEO
- 11. 3 times: How many times they will cover a ‘really topical’ breaking story with a new angle per day #BrightonSEO
- 13. However, this can also leave room for error, how can you avoid them and think like a journalist? #BrightonSEO
- 14. You wouldn’t pitch a news journalist/publication and a lifestyle journalist/publication the same way: #BrightonSEO
- 15. Find out how to pitch to a journalist using… #BrightonSEO
- 16. Tip: Use recent coverage on your topic as a guide #BrightonSEO Muckrack - Some journalists have their pitching preferences listed
- 17. #BrightonSEO Google - See how they have written up previous press releases
- 18. Custom media lists make a huge difference #BrightonSEO Tip: Checking - Their publications guidelines on PR
- 19. There is no such thing as the perfect reactive …But, we can get close by using GOOD PR… #BrightonSEO
- 20. So what is, Good PR? #BrightonSEO
- 21. Well, Linda – that’s a GOOD question! #BrightonSEO
- 22. GOOD PR..… Gets in ahead of competition #BrightonSEO
- 23. GOOD PR..… Organised and news-driven #BrightonSEO
- 24. GOOD PR..… Offers value (think new hook + headline) #BrightonSEO
- 25. GOOD PR..… Doesn’t make them work for info #BrightonSEO
- 26. GOOD PR..… Pitched to correct publication #BrightonSEO
- 27. GOOD PR..… Reactive and well researched #BrightonSEO
- 28. Using GOOD PR to avoid mistakes when utilising the 30, 30, 3 approach #BrightonSEO
- 29. The key is to think like a journalist! #BrightonSEO
- 30. One Good PR campaign can lead to… #BrightonSEO
- 31. 8 - The number of search rankings jumped by a company after one of our reactive campaigns #BrightonSEO
- 32. 400% - Increase in referral traffic over two days #BrightonSEO
- 33. 114 - Pieces of coverage in national, regional and broadcast publications worldwide with journalists reaching out organically for the information #BrightonSEO
- 35. 50 - Links to the client website + Journalists reaching out organically #BrightonSEO
- 37. Common Reactive Mistakes and How to Avoid them: #BrightonSEO
- 38. ➔Not doing enough research – A great pitch sent to the wrong organisation isn’t going to land * #BrightonSEO
- 39. ➔Thinking in PR – Where is the news hook? What is the value? Is this TOO brand orientated? Does it fit the site you’re pitching? #BrightonSEO
- 40. ➔Relying too much on connections - Connections are key but Journalists don’t prioritise relationships over news value #BrightonSEO
- 41. ➔Avoid overselling phrases - Write it as you would a news article for the site and let the information speak #BrightonSEO
- 42. What are overselling phrases? - “We believe your readers would be greatly interested in this information” - “You may agree these tips will be useful” #BrightonSEO
- 43. ➔Being the last to hop on a trend - The news cycle moves fast, if you have a great story but other PRs have already pitched it, you may miss out. #BrightonSEO
- 44. (Think ahead, journalists plan their stories based on knowing the news cycle before it breaks and even creating it. You should do the same) #BrightonSEO
- 45. ➔Leaving out key information - They have limited time - If they have to circle back for a phone number or figure they may be less likely to cover your story. #BrightonSEO
- 46. ➔Don’t make them do extra work - Watch out for errors – If they need to rejig it entirely, they won’t cover it #BrightonSEO
- 47. Don’t lose sight of the creative #BrightonSEO
- 49. Use the time journalists don’t have to your advantage #BrightonSEO
- 50. From news alerts to radio, TV shows, and calendars and pitches they are ALWAYS looking for a story! #BrightonSEO
- 51. If you’re going to remember one thing besides 30, 30, 3… #BrightonSEO
- 52. Be fast, be bold, be brave and be careful (yes I see the irony too) #BrightonSEO
- 53. Know where to draw the line and what is right for your brand - without playing it too safe (think of the type of clients you want to attract) #BrightonSEO
- 54. But most importantly - think like a journalist, which means predicting trends and news stories BEFORE they happen too! #BrightonSEO
- 55. Happy Pitching! We hope you’ll use these tips to go out and deliver a memorable reactive pitch For more information you can visit: https://legacycommunications.com/ #BrightonSEO
Editor's Notes
- make sure your story can stand on its own. Become a reliable source.
- spelling and grammar, release wording and overly flowery language