Digital Vidya & Unspun Consulting presents the perfect recipe for Digital PR. Learn quick tips & tricks to kick start your Digital PR

2. Digital Marketing Webinar
The Perfect Recipe for Digital PR
November, 20, 2015, Dr. Som Singh, Founder, Unspun Consulting Group

3. Key Takeaways
S. No. Takeaways
1 What are the essential PR ingredients
2 Learn the process involved
3 How a generous media list helps
4 What are the engagement patterns and recommendations
5 Find out the useful tips
6 How different content tools can help
7 Learn about the free tools
8 How sometime paid tools can also help

4. Digital PR – Essential Ingredients
“A good PR story is infinitely more effective than a front page Ad” - Richard Branson
One product
A generous
helping of a media
list
A favorable pitch
note
Social media
extensions*
Well planned social
media strategy
Time to Start:
Depends on how
efficient you are
Effect: It takes a
while so be patient!
End Result: A
whole lot of press
people!

5. PR – Process
• STEP – 1
• Create an effective Boiler Plate* for the company
• Play around with the description of the product until you come out with a perfect pitch note*
– STEP – 2
• Incorporate the pitch note with pain points that your product is solving
• STEP – 3
• Divide your Media List* into the following categories
• Calibrate your outreach in terms of the significance of your message and the stage of your business
o Media writing about people/product/company
o Trade Media
o Financial Media
o Mainline Media
o Tech Blogs / Websites / News Portals
*All offline publications today have a tremendous online visibility to garner maximum
brand/product/person awareness

6. The Media List
• The essence of a PR plan lies in your media list and how well it is organized. Think of the list as the
basic and essential element that will bring out the right aspect of your product/company
• Here are a few groups across Facebook, where you can request people to share relevant media lists –
https://www.facebook.com/groups/medialist
https://www.facebook.com/groups/mediamovements
https://www.facebook.com/groups/media.update

7. Media Engagement Type & Recommendations
Media Type Frequency Significance of Pegs Impact
Press Release 1 / quarter 5 5
Exclusive Pitch Note 1 / month 3 3
Press Interactions 1 / fortnight 2 Depends
Huddles (casual meet ups) 1 / fortnight 0 1
Mailer / Newsletter 1 / weekly 1 1
• To make sure your PR is well received at all times and to ensure your start up gets the
much needed boost to get noticed
• Select the media type keeping in mind the strength of your message and the stage your
venture is in

8. PR – Tips
• CONTENT MATTERS
• It's a good story that interests the journalist to pick up for the publication. Make sure you have a storng content strategy in place
• SPOT TRENDS
• It is very important to link your business or key achievements to what is happening around the economy
• DON'T STOP ONCE YOU START
• PR is not a one time activity. Once you start, build momentum and maintain it with regularity
• Call journalists and media people and keep sharing new happenings in your company
• Send some accessories to them that they can use in their styling section (if you are running an apparel or jewelry business)
• It is not just about sending an article, but building relationships
• Whenever your product gets covered, share the article/video on your social media extensions to garner more mileage
• Always research more about the reporter, before writing to them
• Make sure your pitch has the right profile of the spokesperson
• Talk to the journalist about their previous stories, and how they approached it

9. Free Tools
Content Creation

10. Plagiarism Checks
It is always better to ensure that the content generated is not replicated from
anywhere
This online checker is a good reference
Handy for blog and article writing

11. AutoCrit
About AutoCrit
• An excellent tool for non-writers
• Web content writing is serious part of company's public relations online, and crappy copy can really affect your bottom line
Pros
• AutoCrit will let you know when you're overusing words, when your sentence structure needs to be overhauled and when your
spelling is off.
• It's basically a better version of Word's editor, and it'll help keep your web copy on the level it
• Free Version available
Cons
• Free version is limited up to 500 words

12. Free Tools
Press Release

13. Instant Press Release
Allows you to createwriteformat press releases in globally accepted formats
It’s a free tool that is user friendly and has the basics of the press release fully
covered
Its an excellent tool for formatting not for content creation

14. Leveraging Infographics
• Infographics are the next big thing and help disseminate information in an interesting format
Creating
Infographics
Visual.ly
Infogr.am
(For statistic
related
infographics)
Easel.ly

15. Paid Tools

16. Blogging & Social Media Tools
Pitch Engine
A forum to connect with
journalists of specific beats
A novel concept and has a
great reach
Reasonably priced and
works on monthly
subscriptions
GroupHigh
Blogger outreach tool.
Excellenet for research and
reaching out to bloggers
Adds on to the SEO, site
traffic and SM information
Tad expensive, and works
with yearly subscriptions
only
MuckRack
The best in class to connect
with journalists and
bloggers
Wide range of topics
discussed, includes human
interest stories
May not be relevant for
B2B tool promtions
Help a
Reporter Out
Connect with journalists
directly to know what
stories they are working on
Journalists reach out to you
directly. Receive upto 3
mails everyday. More direct
and more personal
May help in establishing
long-term relationships
with journalists

17. Wires
VocusCision
Business
Newswire
PR Newswire
PR Log India PR Web
A few paid release dissemination options
Price depends on circulation and geography opted for release dissemination

18. Blogging & Social Media Tools - Free
Your Pitch Sucks
• Works as a forum to review your pitch notes
• Excellent tool for independent PR professionalsfreelancers
• It’s a free tool. A forum to connect with professionals
Zemanta
• For bloggerspublishers & advertisers
• Zemanta recommends your content to diverse network of engaged communities and brings
new readers to your site
• Its an open source tool, standards based and user friendly
• Doesn’t have a great interface and UI, however, information available is vast
Twellow
• A multi-category platform to connect with stakeholders on Twitter
• Connect with the right audience and follow the right people on Twitter
• A forum to discuss various topics
• A Twitter search engine of sorts

19. Additional Resources
• It is a good idea to stay updated about trends and new ideas in the space. Subscribe to the following to stay in tune

20. National Entrepreneurship Network
We at Unspun can assist you market your product the
right way.
Get connected!
Write us at info@unspunmarketing.com
Thank You