100% of marketers have Googled someone on the
internet before responding to a reporter
outreach request.
Outreach Characteristics•Conversational– Start your outreach with a brief
introduction. Who you are, who your client is, etc.
Adam Khan, U.S. News & World Report
“Introduce yourself to me first. Don’t just send me a press release and expect me to respond to you right
away. A quick paragraph about who you are makes me much more likely to
read it.”
Outreach Characteristics•Confident – A Little Bit Cocky – If your client has been featured in
something awesome, let the writer know. Your confidence in your client will get the writer’s attention.
Outreach Characteristics•Respectful– Whoever you’re reaching out to, let it
be known that you value their time. • If you’re unsure if you’re reaching out to
the right person, just ask. • If you’re inquiring about a link in a news
article, let them know you’ve read it. Build trust.
Outreach Characteristics•Direct– Don’t beat around the bush. If you’re
asking for a link, ask for it. Show some confidence.
Outreach Characteristics•Polite– Show common courtesy when you’re
ending your emails. • Show some emotion, as well. – “Thanks,” is lazy.–“Thank you,” or “Thank you!” is the way to
go. Address them personally.
If your client doesn’t regularly get mentioned,
you HAVE to create content that people will want to
feature.
What Does This Mean?• Guest Blogging –Take advantage of your expert
sources. • Example: INTEGRIS surgeons talking
about Oklahoma City Thunder related injuries. –Blog: Thunder Obsessed – Mentioned &
Linked
What Does This Mean?• Landing Pages– DO KEYWORD RESEARCH!!! If you find
something that gets search traffic that is also relevant to your client, write the copy and put it on the website.
– After you have the landing page up, start link building. • Example: INTEGRIS Wayman Tisdale Award, Jim
Thorpe Award – Links from: CBS Sports (new link every week for four
months), NBC Sports, NBA.com, Duke Report, USBWA
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