Do It Yourself Online PR For Startups
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Transcript of Do It Yourself Online PR For Startups
DIY Online PR For Startups
Intro
DIY Online PR For Startups
What Is Online PR?Online media placement that is not
purchased, typically obtained by influencing media producers.
DIY Online PR For Startups
3 Forms of Placement
DIY Online PR For Startups
Feature Stories
DIY Online PR For Startups
Expert Mentions
DIY Online PR For Startups
Helpful Content
DIY Online PR For Startups
Why Online PR?
DIY Online PR For Startups
Creates Brand Recognition
DIY Online PR For Startups
Establishes Credibility
DIY Online PR For Startups
Drives Traffic
DIY Online PR For Startups
Improves SEO Efforts
DIY Online PR For Startups
Great For Your Ego
DIY Online PR For Startups
How?
DIY Online PR For Startups
Step 1 - Great Content
DIY Online PR For Startups
Good Content Is So Interesting
You Would Read It
DIY Online PR For Startups
Great Content Is So Interesting
You Would Pay To Read It
DIY Online PR For Startups
Step 2 - Pitch Publishers
DIY Online PR For Startups
Pitching The MediaWhen reaching out to writers, journalists,
bloggers, and other media producers, DO NOT…
DIY Online PR For Startups
Do Not…
DIY Online PR For Startups
Do Not…Use A ShotgunInstead, customize your pitch. It’s obvious when you don’t.
DIY Online PR For Startups
Do Not…Tell Me You’re SpecialShow me.
In 5 seconds or less.
DIY Online PR For Startups
Do Not…Tell Me I Can Help YouI’d love to help you, and I’d love to help the other 20 people who contacted me this morning, but I can’t help everyone.
DIY Online PR For Startups
Do Not…Ask To Talk On PhoneOffer, don’t ask.
DIY Online PR For Startups
Do Not…Think About YourselfMake it about the writer/publisher.
DIY Online PR For Startups
Do…
DIY Online PR For Startups
Understand What I WantAs a writer, I want my article here.
DIY Online PR For Startups
Know What I’ve WrittenIf I just wrote a story about your competitor, what are the chances I’m going to write a similar story
about your company?
DIY Online PR For Startups
Know My InterestsI write about Hong Kong, entrepreneurship, and
online marketing. But preferably all three.
DIY Online PR For Startups
Offer Something Valuable“I have an idea for an article that I believe would
get a lot of attention and social sharing.”
DIY Online PR For Startups
Tell Interesting Stories
DIY Online PR For Startups
But I’m Not Interesting
DIY Online PR For Startups
Nonsense!
DIY Online PR For Startups
You Are An Expert
DIY Online PR For Startups
5 Ways To Create Interesting Stories
DIY Online PR For Startups
1. Problem-Agitate-Solve
DIY Online PR For Startups
2. Tie-in
DIY Online PR For Startups
3. Tell Secrets
DIY Online PR For Startups
4. Look At Your Data
DIY Online PR For Startups
5. Interview Someone
DIY Online PR For Startups
Once You Have A Story…Channels, People
DIY Online PR For Startups
ChannelsIndustry websites Niche websites
Blogs Influential social media accounts
Media-sharing websites (YouTube) Social networks
Forums Wikis
Top-tier websites
DIY Online PR For Startups
People1. Select a channel first 2. Create a profile for each writer 3. Pitch one story to one writer at a time 4. Learn something from each interaction
DIY Online PR For Startups
Case StudiesHow businesses have successfully pitched me.
DIY Online PR For Startups
Case Study 01SEO Gadget, Infographic
DIY Online PR For Startups
Case Study 02HWTrek, Advice & Coffee
DIY Online PR For Startups
Case Study 03MySugr, Timing
DIY Online PR For Startups
Case Study 04Hong Kong Visa Geeza
DIY Online PR For Startups
Case Study 05HK Commons
DIY Online PR For Startups
HAROHelp Out A Reporter (HARO)
HelpAReporter.com
DIY Online PR For Startups
Keys to Success w/HARORespond quickly
Include “HARO - [story request]” in subject line Give them what they want, nothing extra
Give them what they want in the first sentence
DIY Online PR For Startups
Other “Pitches”
DIY Online PR For Startups
I’ve Got Quotes“I saw your article on big data. I run a startup in Hong Kong that works with big data. If you ever
need a quote for an article, let me know.”
DIY Online PR For Startups
I’ve Got Connections“I saw your article on big data. I run a startup in Hong Kong that works with big data and have a
lot of connections in the industry. If you ever need a source for an article, let me know and I’d
be glad to make some introductions.”
DIY Online PR For Startups
I’ve Got Data“I saw your article on big data. I run a startup in Hong Kong that works with big data. If you ever need stats or figures to support an article you’re
writing, let me know.”
DIY Online PR For Startups
I’ve Got Pictures“I saw your article on big data. I run a startup in Hong Kong that works with big data and we’ve
created infographics and visualizations of a lot of data. If you ever need something visual to
accompany your writing on big data, let me know.”
DIY Online PR For Startups
Think DigitalGet the link!
DIY Online PR For Startups
Questions