Digital Public Relations (PR) involves online media placement typically achieved by influencing media producers rather than through paid ads. It enhances brand recognition, credibility, traffic, and SEO efforts through personalized pitching and valuable content. Key strategies include crafting compelling stories, knowing the media's interests, and leveraging various online channels and resources.

1. Digital Public Relations!
Joshua Steimle
josh@mwi.com

2. Digital Public Relations
Intro

3. Digital Public Relations
Contact Me
josh@mwi.com

4. Digital Public Relations
What Is Online PR?
Online media placement that is not
purchased, typically obtained by
influencing media producers.

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3 Forms of Placement

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Feature Stories

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Expert Mentions

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Helpful Content

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Feature Stories

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Expert Mentions

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Helpful Content

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Why Online PR?

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Creates Brand Recognition

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Establishes Credibility

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Drives Traffic

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Improves SEO Efforts

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Great For Your Ego

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How?

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Step 1 - Great Content

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Step 2 - Pitch Publishers

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Pitching The Media
When reaching out to writers, journalists,
bloggers, and other media producers,
DO NOT…

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Do Not…

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Do Not…Use A Shotgun
Instead, customize your pitch.
It’s obvious when you don’t.

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Do Not…Tell Me You’re Special
Show me.
In 5 seconds or less.

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Do Not…Tell Me I Can Help You
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.

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Do Not…Ask To Talk On Phone
Offer, don’t ask.

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Do Not…Think About Yourself
Make it about the writer/publisher.

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Do…

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Understand What I Want
As a writer, I want my
article here.

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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 company?

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Know My Interests
I write about Hong Kong, entrepreneurship, and
online marketing. But preferably all three.

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Offer Something Valuable
“I notice you write about companies like mine,
and that you write for several publications, but
not TechCrunch yet. I have an idea for an article
that could get both of us in TC.”

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Tell Interesting Stories

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But I’m Not Interesting

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Nonsense!

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You Are An Expert

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5 Ways To Create
Interesting Stories

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1. Problem-Agitate-Solve

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2. Tie-in

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3. Tell Secrets

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4. Top 10 Lists

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5. Interview Someone

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Once You Have A Story…
Channels, People

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Channels
Industry websites
Niche websites
Blogs
Influential social media accounts
Media-sharing websites (YouTube)
Social networks
Forums
Wikis
Top-tier websites

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People
Channel first in most cases
Create a profile for a handful of writers
Pitch one story to one writer at a time
Learn something from each interaction

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Case Studies
How businesses have successfully pitched me.

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Case Study 01
SEO Gadget, Infographic

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Case Study 02
HWTrek, Advice & Coffee

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Case Study 03
MySugr, Timing

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Case Study 04
Hong Kong Visa Geeza

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Case Study 05
HK Commons

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HARO
Help Out A Reporter (HARO)
HelpAReporter.com

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Keys to Success w/HARO
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

60. Digital Public Relations
Questions