Using alternative outreach strategies that don’t involve mass emailing journalists, Georgia uncovers how using a social first strategy, gaining TV coverage, and using your personal email to tip off journalists as a member of the public vs. PR can gain amazing coverage and follow links.

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#brightonseo @georgiagadsbypr

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We’re not using any
traditional outreach
techniques
#brightonseo @georgiagadsbypr

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#brightonseo @georgiagadsbypr

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#brightonseo @georgiagadsbypr
Only 53.3% of
journalists get stories
from email pitches.

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#brightonseo @georgiagadsbypr
Only 6.7% of
journalists get stories
from Twitter DMs.

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#brightonseo @georgiagadsbypr
So how do you reach
the other 40%?

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#brightonseo @georgiagadsbypr

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Social-first Strategy
#brightonseo
@georgiagadsbypr

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We forget that
journalists follow
brands they want to
write about.
#brightonseo @georgiagadsbypr

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Let your social media
do the talking.
#brightonseo @georgiagadsbypr

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Let the journalists come
to you...
#brightonseo @georgiagadsbypr

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And release a social
post before you
launch.
#brightonseo @georgiagadsbypr

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#brightonseo @georgiagadsbypr

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#brightonseo @georgiagadsbypr

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#brightonseo @georgiagadsbypr

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#brightonseo @georgiagadsbypr

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#brightonseo @georgiagadsbypr

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#brightonseo @georgiagadsbypr

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Use comments as
quotes.
#brightonseo @georgiagadsbypr

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Use engagement
rates as your data.
#brightonseo @georgiagadsbypr

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#brightonseo @georgiagadsbypr

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Does this work for
smaller clients?
#brightonseo @georgiagadsbypr

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#brightonseo @georgiagadsbypr

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#brightonseo @georgiagadsbypr

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#brightonseo @georgiagadsbypr

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#brightonseo @georgiagadsbypr

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It’s crucial to ask your
client whether you can
collaborate with their
social team.
#brightonseo @georgiagadsbypr

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26.7% of story ideas
come from social media.
#brightonseo @georgiagadsbypr

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But what if this
doesn’t work?
#brightonseo @georgiagadsbypr

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Facebook Groups
#brightonseo @georgiagadsbypr

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Journalists source
stories from Facebook
Groups constantly.
#brightonseo @georgiagadsbypr

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Find a relevant
Facebook group
specific to your
campaign or client.
#brightonseo @georgiagadsbypr

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#brightonseo @georgiagadsbypr

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#brightonseo @georgiagadsbypr

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#brightonseo @georgiagadsbypr

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#brightonseo @georgiagadsbypr

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Not confident enough
to drop the story in a
FB group and leave it
there?
#brightonseo @georgiagadsbypr

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Send journalists an
email linking to the
post or provide a
screenshot.
#brightonseo @georgiagadsbypr

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No need for a press
release or boring
pitch.
#brightonseo @georgiagadsbypr

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The post does the
talking for you.
#brightonseo @georgiagadsbypr

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TV Coverage
#brightonseo
@georgiagadsbypr

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Daytime TV is
a goldmine
for follow
links!

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This Morning
Loose Women
Steph’s Packed Lunch
Good Morning Britain
ITV News
#brightonseo @georgiagadsbypr

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#brightonseo @georgiagadsbypr

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#brightonseo @georgiagadsbypr

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#brightonseo @georgiagadsbypr

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All you have to do is
get on the right
producer’s list.
#brightonseo @georgiagadsbypr

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Do your research.
#brightonseo @georgiagadsbypr

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Check
#journorequests on
Twitter
#brightonseo @georgiagadsbypr

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Go back through old
Journalist Requests
and find the right
producers.
#brightonseo @georgiagadsbypr

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Once you’re on their
list, you have access
to all the call-outs.
#brightonseo @georgiagadsbypr

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Hey all,
We’re looking for xyz products/spokespeople.
Get in touch by 5pm if you think you/your
product might be a fit for this.
Many thanks,
Producer

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Contacting a
publication from a
personal email
#brightonseo
@georgiagadsbypr

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Take yourself out of
your digital PR
headspace.
#brightonseo @georgiagadsbypr

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No fancy email pitch.
#brightonseo @georgiagadsbypr

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No media contact
research.
#brightonseo @georgiagadsbypr

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No linking to your
website!
#brightonseo @georgiagadsbypr

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Contact the generic
publication email from
your personal email...
#brightonseo @georgiagadsbypr

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Hey xyz,
Hope you’re well?
Not sure if you’ve picked up on this already
but thought I’d send it your way.
[Insert link/social post/etc]
Georgia

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#brightonseo @georgiagadsbypr

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#brightonseo @georgiagadsbypr

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#brightonseo @georgiagadsbypr

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#brightonseo @georgiagadsbypr

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#brightonseo @georgiagadsbypr

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By utilising a social-first strategy
#brightonseo @georgiagadsbypr

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taking advantage of TV coverage
#brightonseo @georgiagadsbypr

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and making use of your non-work email
#brightonseo @georgiagadsbypr

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You’re able to land great links and
break away from the traditional
pitching routine.
#brightonseo @georgiagadsbypr

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#brightonseo
@georgiagadsbypr
@wearenorthuk
@unearthpr