digital pr: 5 simple steps to exposure
TRANSCRIPT
Client Name PresentationClient NamePresentation
Digital PR: 5 Steps to ExposureScott De Buitléir, Digital Communications Manager
@scottdebuitleir
Public Relations
Originally a form of propaganda (usually for governments) this soon developed into the business
community. PR and ‘spin’ are related; though the latter often ignores larger picture when promoting
agenda
#DigitalPR
1: ResearchUsing the following to find journalists, bloggers, and key influencers of relevance to our content campaign(s):
• BuzzSumo• BuzzStream• Google News• Google Custom Search Engine• BoloHQ• MyNewsDesk • Twitter
#DigitalPR
2: Reach Out
Using Twitter or E-mail (manually or via BuzzStream) to see if journos will be interested in a story. Breaking the ice VS cold calling.
(Time and resource dependent…)
#DigitalPR
3: ReleaseSending content to selected newsdesks, producers and journalists.
Press releases often included, but not always necessary.
Quote from client should be included in any PR outreach to open opportunities for MPC
#DigitalPR
Five Journo Questions:• WHO are you, or who are you representing• WHAT is this piece about (elevator pitch)• WHY is this important, most of all to whom you’re
pitching!• WHERE can this be found, or where it’s happening• WHEN is it available, happening, or due for release
Bonus Question:• HOW – the background behind the story, the client or
the campaign
#DigitalPR
4: Results
Content published / featured in online media, news sites, and blogs, but potentially broadcast and print media also.
#DigitalPR
5: Relationship
Replying to journalist involved in exposure, thanking them and building a lasting rapport
#DigitalPR
SEO & Content Marketing - Work to DateDigital PR Within Content Marketing
#DigitalPR
Results
• Examine Exposure; links back to client site, rise in social media following, leads, etc.
Release /Exposure
• Social Media• Press Release &
Outreach Campaign
Production
• Content Production; Events; Public Appearances, etc.
Planning
• Outline Goals• Medium/Media To Be
Used