Bootstrap Your PR ... Like a Boss.

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 ...


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


Can I ‘pick your brain’? Alright, but just this once: In-session Q&A{


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.


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


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?


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


7 Steps for Effective Media Outreach


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.


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.


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


Bad 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.

!


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 …


5. The follow up. • When to follow up?

• How to follow up?

• How often?

• Adding value.

• When to let go and move on.


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.


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.


Media Outreach Resources SEO

Guest

Social MediaBlogging

Media Outreach

Keyword Research

Integration

Event Marketing


Help A Reporter (HARO)• Gain access to immediate media needs

• Coverage opportunities

• Insight into trends

• Pitch Ideas

• National media coverage


Feedly ...• Comment on

Industry News

• Pitch Ideas

• Trending topics

• Competition


Guest Blogging• Create a post that ranks

• Pick a trending topic

• Support on social

• Google Authorship


• 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


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.


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


Bootstrap Your PR ... Like a Boss.

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Transcript of Bootstrap Your PR ... Like a Boss.