PR Pivot: How to sell in to news desks during a pandemic

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Selling-in to the media during a world-wide pandemic is a challenge. The agenda, journalist set-up and news-desks have all changed. This slide-deck supports the recorded webinar 'How to sell in to news desks during a pandemic'. Stella Bayles, co-founder of CoverageBook interviews Daniel Johnson-Kim and Rick Maughan, Heads of Editorial and Media Liaison at 72Point Inc, New York, to discuss the changes at the major news-desks and how to sensitively navigate them.

Marketing

Find out more at: CoverageBook.com
The PR Pivot webinar:
How to sell in to news desks right now
#PRpivot
@StellaBayles
@CoverageBook
@RickMaughan
@72PointUS
@DJJKim
@72PointUS

Find out more at: CoverageBook.com
House
Rules!
Shout if there are sound/visual issues
Add questions in the Q&A section
Use ‘raise-hand’ feature on poll questions
Feel free to share tips & tag us on social ;)
@CoverageBook @StellaBayles @72PointUS
#PRpivot

Find out more at: CoverageBook.com
Stella Bayles Rick Maughan
Head of Editorial, 72Point Inc Head of Media Liaison, 72Point IncCo-founder, CoverageBook
Daniel Johnson-Kim
@StellaBayles
@CoverageBook
@RickMaughan
@72PointUS
@DJJKim
@72PointUS

Find out more at: CoverageBook.com
What impact has the pandemic had
on news desks?
#PRpivot

Find out more at: CoverageBook.com
“Newswires provide a reliable
stream of curated content to
support understaffed desks ”
Rick Maughan, Head of Editorial
#PRpivot

Find out more at: CoverageBook.com
What impact has the pandemic had
on news desks?
UK / US difference?
#PRpivot

Find out more at: CoverageBook.com
“There is a still a demand for
relevant and uplifting
non-COVID news”
Rick Maughan, Head of Editorial
#PRpivot

Find out more at: CoverageBook.com
How should PR campaign strategy
adapt?
#PRpivot

Find out more at: CoverageBook.com
“Being relevant for audiences is
more important than ever,
insight drives effective content”
Rick Maughan, Head of Editorial
#PRpivot

Find out more at: CoverageBook.com
Do
● Stories not press releases
● Authenticity
● Empathy
● Benevolence
● Humor (if relevant)
● Evergreen
Don’t
● Hard sell
● Overly promote
● Appear self-serving
● Be insensitive or critical
● Sacriﬁce content for messaging
● ‘COVID spin’
#PRpivot

Find out more at: CoverageBook.com
Relevant research can really make a SPLASH!
#PRpivot

Find out more at: CoverageBook.com
What has changed for editors and
journalists?
#PRpivot

Find out more at: CoverageBook.com
● Daily editorial meetings are still happening
● They still have deadlines
● Journalists are on Twitter more
#PRpivot

Find out more at: CoverageBook.com
How should story angles change?
#PRpivot

Find out more at: CoverageBook.com
“Ask yourself; is this something that
hurts or helps? ”
Daniel Johnson-Kim, Head of Media Liaison
#PRpivot

Find out more at: CoverageBook.com
Multiple angles = Different Types of Coverage
#PRpivot

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Should everything have an corona
angle?
#PRpivot

Find out more at: CoverageBook.com
“Don’t be a ‘newsjacker’ who’s
trying to push a pitch where it is
unwanted or inappropriate. ”
Daniel Johnson-Kim, Head of Media Liaison
#PRpivot

Find out more at: CoverageBook.com
Does it have to be covid-related?
#PRpivot

Find out more at: CoverageBook.com
How should our communications
change?
#PRpivot

Find out more at: CoverageBook.com
● Be a great resource & save them time
● Understand their style, write in their style
● Provide quotes that really add value to the story
#PRpivot

Find out more at: CoverageBook.com
Question Time
#PRpivot

Find out more at: CoverageBook.com
Stella Bayles Rick Maughan Daniel Johnson-Kim
@StellaBayles
@CoverageBook
@RickMaughan
@72PointUS
@DJJKim
@72PointUS
Thank you for joining!
#PRpivot

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As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth. Key Takeaways: Primary Learning Objective 1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective 2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective 3: Grow revenue at lower costs with more efficient marketing and business operations.

Mastering Email Campaign Automation Strategies and Best Practices - Michelle...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions. Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections. Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale. Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.

Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from. Key Takeaways: - How NOT to shoot your digital program in the foot by using flashy but ineffective resources - The best ways to think about AI in connection with digital marketing - How to cut through self-serving marketing advice and engage in channels that truly grow your business

Story Telling Master Class - Jennifer Morilla

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

The Strategic Impact of Storytelling in the Age of AI In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.

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No Cookies, No Problem - Steve Krull, Be Found Online

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"

Top digital marketing institutein noida

aditisingh6607

Efficient Website Management for Digital Marketing Pros

Lauren Polinsky

Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI. This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential. Actionable tactics you can apply after this session: - Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution. - Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets. - Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions. Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!

Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf

KiranRai75

Capstone Project: Luxury Handloom Saree Brand As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included: - *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities. - *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively. - *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal. - *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values. - *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes. - *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints. This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.

Breaking Silos To Break Bank: Shattering The Divide Between Search And Social

Navah Hopkins

At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy. I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social

Pillar-Based Marketing Master Class - Ryan Brock

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually. In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with: • Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes • A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success • Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast

Gokila digital marketing| consultant| Coimbatore

dmgokila

Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost Digital Marketing Services | Techvolt Software : Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc. List of Services offered in Digital Marketing |Techvolt Software : Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing 1. Search Engine Optimization (SEO) 2. Search Engine Marketing (SEM) 3. Social Media Optimization (SMO) 4. Social Media Marketing (SMM) 5. Campaigns Importance | Need of Digital Marketing (Online Promotions) : 1. Quick Promotions through Online 2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform 3. Latest Technology development vs Business promotions 4. Creation of Social Branding 5. Promotion with less investment Benefits Digital Marketing Services at Techvolt software : 1. Services offered with Affordable cost 2. Free Content writing 3. Free Dynamic Website design* 4. Best combo offers on website Hosting,design along with digital marketing services 5. Assured Lead Generation through Search Engine and Social Media 6. Online Maintenance Support Free Website + Digital Marketing Services Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months. With Regards Gokila digital marketer Coimbatore

How American Bath Group Leveraged Kontent

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.

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PR Pivot: How to sell in to news desks during a pandemic

1. Find out more at: CoverageBook.com The PR Pivot webinar: How to sell in to news desks right now #PRpivot @StellaBayles @CoverageBook @RickMaughan @72PointUS @DJJKim @72PointUS

2. Find out more at: CoverageBook.com House Rules! Shout if there are sound/visual issues Add questions in the Q&A section Use ‘raise-hand’ feature on poll questions Feel free to share tips & tag us on social ;) @CoverageBook @StellaBayles @72PointUS #PRpivot

3. Find out more at: CoverageBook.com Stella Bayles Rick Maughan Head of Editorial, 72Point Inc Head of Media Liaison, 72Point IncCo-founder, CoverageBook Daniel Johnson-Kim @StellaBayles @CoverageBook @RickMaughan @72PointUS @DJJKim @72PointUS

4. Find out more at: CoverageBook.com What impact has the pandemic had on news desks? #PRpivot

5. Find out more at: CoverageBook.com “Newswires provide a reliable stream of curated content to support understaffed desks ” Rick Maughan, Head of Editorial #PRpivot

6. Find out more at: CoverageBook.com What impact has the pandemic had on news desks? UK / US difference? #PRpivot

7. Find out more at: CoverageBook.com “There is a still a demand for relevant and uplifting non-COVID news” Rick Maughan, Head of Editorial #PRpivot

8. Find out more at: CoverageBook.com How should PR campaign strategy adapt? #PRpivot

9. Find out more at: CoverageBook.com “Being relevant for audiences is more important than ever, insight drives effective content” Rick Maughan, Head of Editorial #PRpivot

10. Find out more at: CoverageBook.com Do ● Stories not press releases ● Authenticity ● Empathy ● Benevolence ● Humor (if relevant) ● Evergreen Don’t ● Hard sell ● Overly promote ● Appear self-serving ● Be insensitive or critical ● Sacriﬁce content for messaging ● ‘COVID spin’ #PRpivot

11. Find out more at: CoverageBook.com Relevant research can really make a SPLASH! #PRpivot

12. Find out more at: CoverageBook.com What has changed for editors and journalists? #PRpivot

13. Find out more at: CoverageBook.com ● Daily editorial meetings are still happening ● They still have deadlines ● Journalists are on Twitter more #PRpivot

14. Find out more at: CoverageBook.com How should story angles change? #PRpivot

15. Find out more at: CoverageBook.com “Ask yourself; is this something that hurts or helps? ” Daniel Johnson-Kim, Head of Media Liaison #PRpivot

16. Find out more at: CoverageBook.com Multiple angles = Different Types of Coverage #PRpivot

17. Find out more at: CoverageBook.com Should everything have an corona angle? #PRpivot

18. Find out more at: CoverageBook.com “Don’t be a ‘newsjacker’ who’s trying to push a pitch where it is unwanted or inappropriate. ” Daniel Johnson-Kim, Head of Media Liaison #PRpivot

19. Find out more at: CoverageBook.com Does it have to be covid-related? #PRpivot

20. Find out more at: CoverageBook.com How should our communications change? #PRpivot

21. Find out more at: CoverageBook.com ● Be a great resource & save them time ● Understand their style, write in their style ● Provide quotes that really add value to the story #PRpivot

22. Find out more at: CoverageBook.com Question Time #PRpivot

23. Find out more at: CoverageBook.com Stella Bayles Rick Maughan Daniel Johnson-Kim @StellaBayles @CoverageBook @RickMaughan @72PointUS @DJJKim @72PointUS Thank you for joining! #PRpivot

PR Pivot: How to sell in to news desks during a pandemic

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