Public relations needs more geeks. It’s a new world of SEO, SEA, SMM, PPC,.. Can you keep up? It’s time to get your PR geek on. Follow along for an overview of hacks to the PR workflow: - Project management - Email - Pitching - Outreach - Keeping an overview

1. Unleash
your
inner PR geek

2. #MORE
GEEKS
Public
relations
needs

3. SMM
SEO
SMA
CONTENT
MARKETING
INFLUENCER
MARKETING
COMMUNITY
BUILDING
SOCIAL
LISTENING
There’s..

4. Canyou
keep up?

5. Timeto
GET YOUR
GEEK ON

6. LET’S HACK
Project management
Email
Pitching
Follow-up
Tracking results
Bringing it together

7. Project
management

8. PRteams
CANLEARNALOT
FROMSOFTWARE
BUILDERS
Takethis
KANBANboard

9. Here’sadigitalexample:

10. Checkthis5-minguide
Looks cool.
Worksextremelywell.
It’s an efficient, collaborative way to manage projects.

11. Thisisthesoftwareweuse:trello.com
✔ Intuitive
✔ Flexible
✔ Reduces email
🚫 Can get messy

12. OurownPRagencyprefersa
morestructuredtool:asana.com

13. ✔ Low and high level tasks
✔ Transparency for clients (they see what you do)
✔ Removes need for email
✔ Templates for faster, better work asana.com

14. Email

15. 2143
Auch!Butrecognisable,
isn’tit?

16. 0
Would’nt
youlove
this?

17. 0 Abitofprocess
andsoftware
canhelp
Trytheinbox0
approach

18. It’s about how to reclaim your
email, your attention, and your
life. That “zero?” It’s not how
many messages are in your
inbox – it’s how much of your
own brain is in that inbox.
Especially when you don’t want
it to be.
Merlin Mann
Writer, Speaker,
and Broadcaster
Moreaboutinbox0

19. Thise-mailadd-on
workslikeacharm:
BOOMERANG
Throw away e-mails and return
them when you need

20. BTW,
wejust
publishedafree
ebookaboutthis
Get it now 〉

21. Pitching

22. Offering a story to an
influencer…
PITCHING =

23. 49
… together with
other people.

24. Because,onaverage,
ajournalistgets
Source 〉
over 50pitchemailsperday

25. make yours
count

26. In2015
there’s no excuse
todobadpitches

27. Every,single pitch that is
researched and targeted is
100% effective. If you build a
relationship with a blogger or a
journalist and you pitch them
what you already know they
write about, you will hit a
homerun every time.
Gini Dietrich
CEO Arment Dietrich
Author @spinsucks
Readon:
HowtoPitchaStoryLikeaPro

28. Find relevant contacts
Know their needs
Pitch visually
1
2
make Sure to
3

29. You can find all influencers online:

30. GEEKS are here!
But don’t fear,
A hard part can be
finding their
e-mail address

31. Guess email addresses
with an Email Permutator

32. Guess email addresses
with an Email Permutator
(it makes a list of emails)

33. Install a mailbox add-on like Rapportive
to check which one works
More tricks

34. STOP
Before you pitch,
make sure you know what’s on your
contacts’ minds

35. Find them on social media
with MailMatch

36. Follow them on social media
Read their updates every day
✔ Build multiple lists
✔ Keep them manageable
✔ Interact
✔ Combine strategic &
conversational msgs

37. Also read their articles
subscribe to updates of digital articles
in Feedly

38. Pitch
visually

39. We process visuals
60,000 times faster
than text

40. 9.7x
7.4x+
+ +
4.3x
1.8x
= Attachments, soundbites, charts, interactive,…
Multimedia content gets viewed
a lot MORE
9.7x

41. Send
visual pitches
(that load fast)

42. I begged, begged, PR
professionals to send video and
multiple photos with their news
releases.
Clay Morgan
Former editor, The Daily News Journal
”

43. An example
multimedia
pitch
with Prezly

44. More on
pitching in this
quick slide
deck:

45. Follow-up

46. In software sales,
If you follow up with web
leads within 5 minutes,
you’re 9 times more likely
to convert them
SPEED
MATTERS
Source 〉

47. Use the DRY principle of software design:
Don't
Repeat
Yourself
The same applies when selling stories:
Follow up fast

48. Save time with canned replies
shared by the team
with Yesware

49. Anticipate replies by tracking the
responses to your emails
with Yesware

50. In sales,
80% of non-routine sales
occur only after at least
five follow-ups
PERSISTENCE
PAYS OFF
Source 〉

51. Given the email onslaught we all
suffer from, it is relatively easy for
good releases to get overlooked,
or simply lost. In such a case, an
email reminder (or tweet, if the
reporter is fairly conversational on
Twitter) can help.
Shonali Burke
CEO Shonali Burke Consulting
Founder #measurePR
Readon:
TheArtofthePerfectPressReleaseFollow-Up
”

52. When reaching out to multiple people,
you can save time with automated sequences
✔ Define a small, specific list of contacts
✔ Create sequences of emails
✔ They automatically get sent if the contact didn't reply
✔ It feels like manual follow-up, but it isn't

53. It’s possible to set this up
with Outreach

54. You can share sequences with your colleagues,
tune emails and measure the succes of
different templates and sequences

55. Tracking results

56. bad
at proving their value
PR have always been

57. With digital analytics
tools there’s
no excuse

58. There are plenty of ways
to measure
Outputs &
Outcomes

59. Your first step?
showing reach with
coverage books
Outputs

60. Keeps the junior PR’s busy:
Repeat X times:
1) Go to site. Take screenshot.
2) Paste in Powerpoint.
3) Look op domain value in Opensite Explorer.
4) Paste in Powerpoint.
5) Look up social shares in Buzzsomu.
6) Paste in Powerpoint.
Bye bye afternoon.

61. Do this in minutes with
Coveragebook
✔ Screenshots
✔ Estimated views
✔ Estimated shares
✔ Domain authority

62. Outcomes
Have a website?
Track goals
in Google Analytics
✔ Sign up to a newsletter?
✔ Download information?
✔ Fill out contact forms?
✔ Buy direct from the site?

63. Example conversion funnel
Completearticle

64. Google Analytics can be
overwhelming
Keep it simple.
Present the info you need in a spreadsheet

65. HowtobringGA
datainGoogle
sheets
Example automated content spreadsheet

66. Bringing it
together

67. With so many moving parts,
how do you keep
the overview?

68. Over
150.000
teams use
It’s the fastest growing B2B software ever.

69. Use it to
✔ Collaborate remotely (chatbox)
✔ See team activity (link other software)
✔ Look up things (search, archive)
We haven’t sent emails
internally since
0

70. Pull in social activity
And decide who’ll follow up

71. Listen to conversations
And decide who’ll follow up

72. Display todo’s
This are notifications of our content
calendar in Google docs

73. Display progress
This is a notification from project
management system Trello

74. Search in your
history
Easily retrieve decisions
you made or files you
shared

75. Display progress
This is a notification from project
management system Trello

76. Integrate own software
Example where we look for press
releases from clients

77. HACKING
Project management
Email
Pitching
Follow-up
Tracking results
Bringing it together

78. Spread
the word:
Tweet now

79. Check prstack.co
More TOOLS?

80. Whythis presentation?
We’re a team of geeks that
build PR software.

81. Presentation by Prezly
The CRM for PR pros
Get a 15-minute demo
✔ Better understand your contacts
✔ Publish your stories online and on
social media
✔ Alert your contacts with quick
multimedia emails