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How To Get Press 
In 15 Minutes 
! 
Joshua Steimle 
josh@mwi.com 
@donloper
How To Get Press 
In 15 Minutes 
Intro
Founder & CEO, MWI 
How To Get Press 
In 15 Minutes 
Since 1999 
Hong Kong . Salt Lake City 
Phoenix . Chicago . Austin
How To Get Press 
In 15 Minutes 
Writer
Speaker / Presenter 
How To Get Press 
In 15 Minutes
How To Get Press 
In 15 Minutes 
Contact Me 
josh@mwi.com 
@donloper
How To Get Press 
In 15 Minutes 
The Big Picture
How To Get Press 
In 15 Minutes 
4.3 Billion 
Asia Population, 2013 
Source: http://www.worldpopulationstatistics.com/asia-population-2013/
How To Get Press 
In 15 Minutes 
4.9 Billion 
Asia Population, 2030 
Source: http://en.wikipedia.org/wiki/World_population
How To Get Press 
In 15 Minutes 
525 Million 
Asia Middle Class, 2013 
Source: http://www.ey.com/GL/en/Issues/Driving-growth/Middle-class-growth-in-emerging-markets
How To Get Press 
In 15 Minutes 
3.1 Billion 
Asia Middle Class, 2030 
Source: http://www.reuters.com/middle-class-infographic
Asia-Pacific Internet Penetration, 2005 
How To Get Press 
In 15 Minutes 
9.4% 
Source: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx
Asia-Pacific Internet Penetration, 2013 
How To Get Press 
In 15 Minutes 
31.9% 
Source: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx
Asia-Pacific Internet Users, 2005 
How To Get Press 
In 15 Minutes 
344 Million 
Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx, 
We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/
Asia-Pacific Internet Users, 2013 
How To Get Press 
In 15 Minutes 
1.3 Billion 
Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx, 
We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/
Asia-Pacific Mobile Internet Users, 2005 
How To Get Press 
In 15 Minutes 
0 
Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx, 
We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/
Asia-Pacific Mobile Internet Users, 2013 
How To Get Press 
In 15 Minutes 
895 Million 
Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx, 
We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/
Asia-Pacific Mobile Internet Users, 2015 
How To Get Press 
In 15 Minutes 
1 Billion+ 
Source: http://www.statista.com/statistics/201232/forecast-of-mobile-internet-penetration-in-asia-pacific/
“In 2013, Global PC 
Shipments Suffered the Worst 
Decline in PC Market History” 
Sources: Gartner http://www.gartner.com/newsroom/id/2647517 
How To Get Press 
In 15 Minutes
Worldwide Smartphone Sales, 2012 
How To Get Press 
In 15 Minutes 
680 Million 
Sources: Gartner http://www.gartner.com/newsroom/id/2665715
Worldwide Smartphone Sales, 2013 
How To Get Press 
In 15 Minutes 
968 Million 
Sources: Gartner http://www.gartner.com/newsroom/id/2665715
Source: PR Newswire, Asia Media Landscape Series http://misc.prnasia.com/atd/custeventreg.php?event_id=138 
How To Get Press 
In 15 Minutes
How To Get Press 
In 15 Minutes 
The Big Picture 
Asia-Pacific Middle Class + Internet + Mobile = 
Big Opportunity
What Is Online PR? 
Online media placement that is not 
purchased, typically obtained by influencing 
How To Get Press 
In 15 Minutes 
media producers.
How To Get Press In 15 Minutes
How To Get Press In 15 Minutes
How To Get Press In 15 Minutes
How To Get Press In 15 Minutes
How To Get Press In 15 Minutes
3 Forms of Placement 
How To Get Press 
In 15 Minutes
How To Get Press 
In 15 Minutes 
Feature Stories
How To Get Press In 15 Minutes
How To Get Press 
In 15 Minutes 
Expert Mentions
How To Get Press In 15 Minutes
How To Get Press In 15 Minutes
How To Get Press 
In 15 Minutes 
Helpful Content
How To Get Press In 15 Minutes
How To Get Press In 15 Minutes
How To Get Press 
In 15 Minutes 
Why Online PR?
Creates Brand Recognition 
How To Get Press 
In 15 Minutes
Establishes Credibility 
How To Get Press 
In 15 Minutes
How To Get Press 
In 15 Minutes 
Drives Traffic
Improves SEO Efforts 
How To Get Press 
In 15 Minutes
Great For Your Ego 
How To Get Press 
In 15 Minutes
How To Get Press In 15 Minutes
How To Get Press 
In 15 Minutes 
How?
Step 1 - Create Great Content 
How To Get Press 
In 15 Minutes
Good Content Is 
So Interesting 
You Would Read It 
How To Get Press 
In 15 Minutes
How To Get Press 
In 15 Minutes 
Great Content Is 
So Interesting 
You Would Pay To Read It
How To Get Press In 15 Minutes
How To Get Press In 15 Minutes
How To Get Press In 15 Minutes
Tell Interesting Stories 
How To Get Press 
In 15 Minutes
But I’m Not Interesting 
How To Get Press 
In 15 Minutes
How To Get Press 
In 15 Minutes 
Nonsense!
You Are An Expert 
How To Get Press 
In 15 Minutes
5 Ways To Create 
Interesting Stories 
How To Get Press 
In 15 Minutes
1. Problem-Agitate-Solve 
How To Get Press 
In 15 Minutes
How To Get Press 
In 15 Minutes 
2. Tie-in
How To Get Press 
In 15 Minutes 
3. Tell Secrets
4. Look At Your Data 
How To Get Press 
In 15 Minutes
5. Interview Someone 
How To Get Press 
In 15 Minutes
Once You Have A Story… 
How To Get Press 
In 15 Minutes
Step 2 - Pitch Publishers 
How To Get Press 
In 15 Minutes
Pitching The Media 
When reaching out to writers, journalists, 
bloggers, and other media producers, DO 
How To Get Press 
In 15 Minutes 
NOT…
How To Get Press 
In 15 Minutes 
Do Not…
Do Not…Use A Shotgun 
How To Get Press 
In 15 Minutes 
Instead, customize your pitch. 
It’s obvious when you don’t.
Do Not…Tell Me You’re Special 
How To Get Press 
In 15 Minutes 
Show me. 
In 5 seconds or less.
How To Get Press 
In 15 Minutes 
Do Not…Beg 
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.
Do Not…Ask To Talk On Phone 
How To Get Press 
In 15 Minutes 
Offer, don’t ask.
Do Not…Think About Yourself 
How To Get Press 
In 15 Minutes 
Make it about the writer/publisher.
How To Get Press 
In 15 Minutes 
Do…
Understand What I Want 
As a writer, I want my 
article here. 
How To Get Press 
In 15 Minutes
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 
How To Get Press 
In 15 Minutes 
company?
Know My Interests 
I write about Hong Kong, entrepreneurship, and digital 
How To Get Press 
In 15 Minutes 
marketing. But preferably all three.
Offer Something Valuable 
“I have an idea for an article that I believe would get a lot of 
How To Get Press 
In 15 Minutes 
attention and social sharing.”
Identify Channels… Industry websites 
How To Get Press 
In 15 Minutes 
Niche websites 
Blogs 
Influential social media accounts 
Media-sharing websites (YouTube) 
Social networks 
Forums 
Wikis 
Top-tier websites
…Then Identify People 
How To Get Press 
In 15 Minutes 
1. Select a channel first 
2. Create a profile for each writer 
3. Pitch one story to one writer at a time 
4. Learn something from each interaction
Choose Easy: HARO 
Help Out A Reporter (HARO) 
HelpAReporter.com 
How To Get Press 
In 15 Minutes
How To Get Press In 15 Minutes
How To Get Press In 15 Minutes
How To Get Press In 15 Minutes
Keys to Success w/HARO 
How To Get Press 
In 15 Minutes 
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
Step 3 - Think Digital 
How To Get Press 
In 15 Minutes 
Get the link!
How To Get Press 
In 15 Minutes 
Questions

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How To Get Press In 15 Minutes

  • 1. How To Get Press In 15 Minutes ! Joshua Steimle josh@mwi.com @donloper
  • 2. How To Get Press In 15 Minutes Intro
  • 3. Founder & CEO, MWI How To Get Press In 15 Minutes Since 1999 Hong Kong . Salt Lake City Phoenix . Chicago . Austin
  • 4. How To Get Press In 15 Minutes Writer
  • 5. Speaker / Presenter How To Get Press In 15 Minutes
  • 6. How To Get Press In 15 Minutes Contact Me josh@mwi.com @donloper
  • 7. How To Get Press In 15 Minutes The Big Picture
  • 8. How To Get Press In 15 Minutes 4.3 Billion Asia Population, 2013 Source: http://www.worldpopulationstatistics.com/asia-population-2013/
  • 9. How To Get Press In 15 Minutes 4.9 Billion Asia Population, 2030 Source: http://en.wikipedia.org/wiki/World_population
  • 10. How To Get Press In 15 Minutes 525 Million Asia Middle Class, 2013 Source: http://www.ey.com/GL/en/Issues/Driving-growth/Middle-class-growth-in-emerging-markets
  • 11. How To Get Press In 15 Minutes 3.1 Billion Asia Middle Class, 2030 Source: http://www.reuters.com/middle-class-infographic
  • 12. Asia-Pacific Internet Penetration, 2005 How To Get Press In 15 Minutes 9.4% Source: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx
  • 13. Asia-Pacific Internet Penetration, 2013 How To Get Press In 15 Minutes 31.9% Source: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx
  • 14. Asia-Pacific Internet Users, 2005 How To Get Press In 15 Minutes 344 Million Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx, We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/
  • 15. Asia-Pacific Internet Users, 2013 How To Get Press In 15 Minutes 1.3 Billion Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx, We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/
  • 16. Asia-Pacific Mobile Internet Users, 2005 How To Get Press In 15 Minutes 0 Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx, We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/
  • 17. Asia-Pacific Mobile Internet Users, 2013 How To Get Press In 15 Minutes 895 Million Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx, We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/
  • 18. Asia-Pacific Mobile Internet Users, 2015 How To Get Press In 15 Minutes 1 Billion+ Source: http://www.statista.com/statistics/201232/forecast-of-mobile-internet-penetration-in-asia-pacific/
  • 19. “In 2013, Global PC Shipments Suffered the Worst Decline in PC Market History” Sources: Gartner http://www.gartner.com/newsroom/id/2647517 How To Get Press In 15 Minutes
  • 20. Worldwide Smartphone Sales, 2012 How To Get Press In 15 Minutes 680 Million Sources: Gartner http://www.gartner.com/newsroom/id/2665715
  • 21. Worldwide Smartphone Sales, 2013 How To Get Press In 15 Minutes 968 Million Sources: Gartner http://www.gartner.com/newsroom/id/2665715
  • 22. Source: PR Newswire, Asia Media Landscape Series http://misc.prnasia.com/atd/custeventreg.php?event_id=138 How To Get Press In 15 Minutes
  • 23. How To Get Press In 15 Minutes The Big Picture Asia-Pacific Middle Class + Internet + Mobile = Big Opportunity
  • 24. What Is Online PR? Online media placement that is not purchased, typically obtained by influencing How To Get Press In 15 Minutes media producers.
  • 30. 3 Forms of Placement How To Get Press In 15 Minutes
  • 31. How To Get Press In 15 Minutes Feature Stories
  • 33. How To Get Press In 15 Minutes Expert Mentions
  • 36. How To Get Press In 15 Minutes Helpful Content
  • 39. How To Get Press In 15 Minutes Why Online PR?
  • 40. Creates Brand Recognition How To Get Press In 15 Minutes
  • 41. Establishes Credibility How To Get Press In 15 Minutes
  • 42. How To Get Press In 15 Minutes Drives Traffic
  • 43. Improves SEO Efforts How To Get Press In 15 Minutes
  • 44. Great For Your Ego How To Get Press In 15 Minutes
  • 46. How To Get Press In 15 Minutes How?
  • 47. Step 1 - Create Great Content How To Get Press In 15 Minutes
  • 48. Good Content Is So Interesting You Would Read It How To Get Press In 15 Minutes
  • 49. How To Get Press In 15 Minutes Great Content Is So Interesting You Would Pay To Read It
  • 53. Tell Interesting Stories How To Get Press In 15 Minutes
  • 54. But I’m Not Interesting How To Get Press In 15 Minutes
  • 55. How To Get Press In 15 Minutes Nonsense!
  • 56. You Are An Expert How To Get Press In 15 Minutes
  • 57. 5 Ways To Create Interesting Stories How To Get Press In 15 Minutes
  • 58. 1. Problem-Agitate-Solve How To Get Press In 15 Minutes
  • 59. How To Get Press In 15 Minutes 2. Tie-in
  • 60. How To Get Press In 15 Minutes 3. Tell Secrets
  • 61. 4. Look At Your Data How To Get Press In 15 Minutes
  • 62. 5. Interview Someone How To Get Press In 15 Minutes
  • 63. Once You Have A Story… How To Get Press In 15 Minutes
  • 64. Step 2 - Pitch Publishers How To Get Press In 15 Minutes
  • 65. Pitching The Media When reaching out to writers, journalists, bloggers, and other media producers, DO How To Get Press In 15 Minutes NOT…
  • 66. How To Get Press In 15 Minutes Do Not…
  • 67. Do Not…Use A Shotgun How To Get Press In 15 Minutes Instead, customize your pitch. It’s obvious when you don’t.
  • 68. Do Not…Tell Me You’re Special How To Get Press In 15 Minutes Show me. In 5 seconds or less.
  • 69. How To Get Press In 15 Minutes Do Not…Beg 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.
  • 70. Do Not…Ask To Talk On Phone How To Get Press In 15 Minutes Offer, don’t ask.
  • 71. Do Not…Think About Yourself How To Get Press In 15 Minutes Make it about the writer/publisher.
  • 72. How To Get Press In 15 Minutes Do…
  • 73. Understand What I Want As a writer, I want my article here. How To Get Press In 15 Minutes
  • 74. 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 How To Get Press In 15 Minutes company?
  • 75. Know My Interests I write about Hong Kong, entrepreneurship, and digital How To Get Press In 15 Minutes marketing. But preferably all three.
  • 76. Offer Something Valuable “I have an idea for an article that I believe would get a lot of How To Get Press In 15 Minutes attention and social sharing.”
  • 77. Identify Channels… Industry websites How To Get Press In 15 Minutes Niche websites Blogs Influential social media accounts Media-sharing websites (YouTube) Social networks Forums Wikis Top-tier websites
  • 78. …Then Identify People How To Get Press In 15 Minutes 1. Select a channel first 2. Create a profile for each writer 3. Pitch one story to one writer at a time 4. Learn something from each interaction
  • 79. Choose Easy: HARO Help Out A Reporter (HARO) HelpAReporter.com How To Get Press In 15 Minutes
  • 83. Keys to Success w/HARO How To Get Press In 15 Minutes 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
  • 84. Step 3 - Think Digital How To Get Press In 15 Minutes Get the link!
  • 85. How To Get Press In 15 Minutes Questions