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How to target your dream media with a personalised PR process.pptx (1).pdf
- 1. How to target your dream media with a personalised PR process Slideshare.Net/RalucaZdru @RalucaZdru Raluca Zdru Sortlist
- 2. Building great business stories Discover Browse through providers from all over the world. @RalucaZdru #BrightonSEO
- 3. Connect Get in touch with the right digital agency for you. Building great business stories @RalucaZdru #BrightonSEO
- 4. To position ourselves as Marketing experts and rank for agency-related KW. Digital PR at Sortlist @RalucaZdru #BrightonSEO
- 5. The tactics • Reactive PR • Data-driven campaigns • Press release @RalucaZdru #BrightonSEO • Creative • News jacking
- 6. Data-driven campaigns Are pieces of content full of “new” data that the media could be interested in. @RalucaZdru #BrightonSEO @RalucaZdru #BrightonSEO
- 7. Life without Bees: The Effects on Food Over 1.2k links @RalucaZdru #BrightonSEO Source: Fairmont
- 8. How much car can I afford? Over 1.1k links @RalucaZdru #BrightonSEO Source: The Zebra
- 9. Map of rents for each street in Madrid 2.4k links @RalucaZdru #BrightonSEO Source: El Pais
- 10. Study on the use of Metaverse Over 400 links @RalucaZdru #BrightonSEO Source: Sortlist Data Hub
- 11. They are all nice and fun. But there are so many already out there. How do I stand out? @RalucaZdru #BrightonSEO
- 12. They are all nice and fun. But there are so many already out there. How do I stand out? You personalise our PR process for your unique audience. @RalucaZdru #BrightonSEO
- 16. Trending topics Look at what your favourite media is writing about. “The Holy Grail List” @RalucaZdru #BrightonSEO
- 17. Trending topics Conference talks Social Media
- 19. Brainstorm It’s easier to be creative with a scope in mind. @RalucaZdru #BrightonSEO
- 20. Brainstorm Research for your topic is essential. It can make or break your idea. @RalucaZdru #BrightonSEO
- 23. Brainstorm @RalucaZdru #BrightonSEO “A survey looking into how employers and employees see ChatGPT impacting their work”
- 26. Angles Try to leverage multiple angles with your topic. @RalucaZdru #BrightonSEO
- 27. ChatGPT Tech Marketing Career @RalucaZdru #BrightonSEO
- 28. Angles Go back to the research – some of the best angles are going to be in there! @RalucaZdru #BrightonSEO
- 30. Structure Gather data based on your target audience Tech Marketing Career Data point 1 Data point 2 Data point 3 @RalucaZdru #BrightonSEO
- 31. Structure Editorial One-Liner & Section One-Liner 1 @RalucaZdru #BrightonSEO “A survey looking into how employers and employees see ChatGPT impacting their work” Software & Tech: 26% of employers plan job cuts
- 32. ChatGPT “Software & Tech: 26% of employers plan job cuts” “51% of employers cutting headcount will do so in Marketing” “Employers predict an average of 74% productivity increase” Tech Marketing Career
- 34. Content Title Text Visuals @RalucaZdru #BrightonSEO
- 35. Title Try to include 2 of your angles directly in the title “(Study) Employers think ChatGPT means +74% productivity: 51% of resulting job losses in marketing”
- 36. Title Try to include 2 of your angles directly in the title “(Study) Employers think ChatGPT means +74% productivity: 51% of resulting job losses in marketing”
- 37. Text Each heading is a headline, and each heading can be linked to.
- 38. Text ChatGPT “Software & Tech: 26% of employers plan job cuts” “IT can remain human, marketing can be automated” “Employers predict an average of 74% productivity increase, employees 66%” Tech Marketing Career
- 39. Text Make the raw data more interesting. @RalucaZdru #BrightonSEO
- 40. Text Make the raw data more interesting. @RalucaZdru #BrightonSEO
- 41. Visuals Highlight data based on your angle
- 42. Visuals Give journalists the opportunity to explore the data on their own.
- 45. 83% of PRs use email as their main way of outreaching.
- 47. Finding the journalist Check your research list (again). @RalucaZdru #BrightonSEO
- 48. Finding the journalist Check SERP results for the keywords related to your content.
- 49. Find the journalists that are currently writing about your topic. Finding the journalist @RalucaZdru #BrightonSEO
- 50. It’s always better to target a person rather than the general editorial desk. Finding the journalist john.smith@dreammedia.co.uk editorial@dreammedia.co.uk @RalucaZdru #BrightonSEO
- 51. Finding the journalist {first name}.{last name}@dreammedia.co.uk
- 52. Email Personalise your email & work on multiple templates @RalucaZdru #BrightonSEO
- 53. Email Send the right angle to the right journalist. @RalucaZdru #BrightonSEO
- 57. So, what comes next? Nurture relationships with the media to ensure that you get continuous coverage! @RalucaZdru #BrightonSEO