bootstrap your pr ... like a boss
TRANSCRIPT
How to Bootstrap Your PR Like a BOSS. A Tactical Guide to Media Outreach
@KateUpdates @OHGrowthSummit !#OGS14
{Kate Finley, @KateUpdates Belle Communications [email protected] ThinkBelle.com
People who make things more complex than they are either know less than they think, or [they] are trying to sell you something. !
- Jay Baer, Convince and Convert{ Read this ...
@KateUpdates @OHGrowthSummit !#OGS14
About Me ...@KateUpdates @OHGrowthSummit !#OGS14
What to Expect ...• How to craft a *measurable* media outreach plan
• 7 Steps to Effective Media Outreach
• In-session Q&A
• Media relations DOs and DO NOT evers.
• Resources to simplify the media outreach process
@KateUpdates @OHGrowthSummit !#OGS14
Can I ‘pick your brain’? Alright, but just this once: In-session Q&A{
@KateUpdates @OHGrowthSummit !#OGS14
When it comes to PR ...• I’m not sure what to expect so I’m here to scope it out.
• I don’t have the budget. No really, I don’t.
• I have a background in marketing / PR and I like the idea of bootstrapping this aspect of my business.
• I have the budget but I’d rather try things out on my own for while.
• Wait — I thought this breakout was being led by an angel investor.
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PR takes (a lot of) time. Today we’ll give you the tools but the rest is up to you. !
Tip: Give your brand the same priority you’d give a client.{@KateUpdates @OHGrowthSummit !#OGS14
Media Outreach Plan• A compliment to your business plan
• Target audiences
• Clearly define objectives and tactics
• Tangible outcomes
• Measurable success
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Objectives@KateUpdates @OHGrowthSummit !#OGS14
• What do you want to accomplish?
• Generate awareness
• Educate customer base
• Reinforce expertise
• Build industry prominence
Tactics• Who, what, where, when, how
• Treat each tactic as as a goal
• Ensure each tactic can be quantified
• Who will carry out each tactic?
@KateUpdates @OHGrowthSummit !#OGS14
Measure the Right ThingsTangible Measurement
• Site traffic • New leads • New sales (retail and online) • More robust sales (add ons) • Decreased site bounce rates
! • E-Newsletter opt-ins • Product Trials • Content incentives • Web and Social Analytics
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7 Steps for Effective Media Outreach
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1. Measurement 2. Audience Identification 3. Outlet Research 4. The Pitch 5. The Follow Up 6. Securing an Opportunity 7. Making Your HIT Stick.
1. Measurement@KateUpdates @OHGrowthSummit !#OGS14
• Generate new visitors • Social Media Traffic • Web Traffic • Blog Visitors
• Turn those visitors into leads • Requests for more information • E-Newsletter opt-ins • Contact Us Forms
• Collaborate to convert leads to sales
• What does the data mean?
• How does this data relate back to what we’re trying to measure?
• Where’s the missing data?
• If it were my business, what would I want to know?
• Know when to DITCH unnecessary data.
Analyze the Data@KateUpdates @OHGrowthSummit !#OGS14
2. Know Your Audience• Key demographic differentiators
• Niche audiences
• Preference and behaviors
• What are they reading, listening to, watching and where to they spend their time.
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3. Research • What have they written before?
• Would my target audience read this?
• Look online and qualify both the outlet and specific reporter or segment for your feature idea.
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4. Craft your pitch • Tailor your pitch
• Get to the point and include CTA
• Link to additional information
• Subject line = headline (mobile)
• This is NOT a sales pitch
@KateUpdates @OHGrowthSummit !#OGS14
Bad pitch @KateUpdates @OHGrowthSummit !#OGS14
Successful Pitch@KateUpdates @OHGrowthSummit !#OGS14
Successful Pitch@KateUpdates @OHGrowthSummit !#OGS14
Successful Pitch@KateUpdates @OHGrowthSummit !#OGS14
When + How to Pitch• TV: Before their segment, via email and usually in the morning.
• Radio: Via phone, before their segment and follow up with email.
• Print: After 10 a.m., email first, then call but keep print dates in mind.
• Bloggers: Evenings often work well and email is best.
• National media: Time varies by outlet, email works best.
!
@KateUpdates @OHGrowthSummit !#OGS14
Um…Do I suck at this?• Getting met with silence is the typical response to initial pitches.
• Silence does not mean no.
• Was your pitch targeted?
• Was the outlet a the right fit?
• It’s time to follow up on this pitch …
@KateUpdates @OHGrowthSummit !#OGS14
5. The follow up. • When to follow up?
• How to follow up?
• How often?
• Adding value.
• When to let go and move on.
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How to piss off a reporter.• BCC them on a mass pitch.
• Be unfamiliar with their beat.
• Assume they remember the pitch you sent them.
• Pitch the same idea to multiple reporters.
• Ask them a ton of questions or leave multiple messages.
@KateUpdates @OHGrowthSummit !#OGS14
6. Securing Coverage. @KateUpdates @OHGrowthSummit !#OGS14
• Are you contacting them at the right time?
• What are you pitching and why is it relevant to the person you’re calling?
• Do you have an alternative idea to pitch in case you get turned down?
• What will you say *if* they say no?
• What will you say *when* they say yes?
• Get specifics, be prompt and confirm in writing.
OMG.@KateUpdates @OHGrowthSummit !#OGS14
• They said YES!!! Now what?
• Get specifics.
• Be prompt.
• Confirm in writing.
7. Making it STICK. • Preparing for your interview
• Keep the opportunity from falling through
• Delayed / bumped opportunity
• When to let go and move on.
@KateUpdates @OHGrowthSummit !#OGS14
Media Outreach Resources SEO
Guest
Social MediaBlogging
Media Outreach
Keyword Research
Integration
Event Marketing
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Help A Reporter (HARO)• Gain access to immediate media needs
• Coverage opportunities
• Insight into trends
• Pitch Ideas
• National media coverage
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Feedly ...• Comment on
Industry News
• Pitch Ideas
• Trending topics
• Competition
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Guest Blogging• Create a post that ranks
• Pick a trending topic
• Support on social
• Google Authorship
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• Strategic counsel
• Pre-existing media relationships
• Industry, target audience and media expertise
• Crisis planning and reputation management
• Look for shorter retainers or project-based help
@KateUpdates @OHGrowthSummit !#OGS14When to Bring in a Pro
Inside Your PR Toolkit• Media Outreach Plan
• 7 Steps to Successfully Secure Media Coverage
• Sample Pitches
• Tools, tips and resources shared within today’s presentation
• Questions to ask when considering a PR agency
@KateUpdates @OHGrowthSummit !#OGS14
Key Takeaways • Treat your brand like it’s a client.
• Start with a plan.
• Research and qualify before you pitch.
• Tailor pitches to avoid the trash folder.
• Use free tools like HARO to bring media opportunities to YOU.
@KateUpdates @OHGrowthSummit !#OGS14
Thank you! Follow our team at facebook.com/BelleCommunications or connect at LinkedIn.com/in/KateFinley.
{Kate Finley, @KateUpdates Belle Communications [email protected] ThinkBelle.com
@KateUpdates @OHGrowthSummit !#OGS14