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Digital Public Relations!
Joshua Steimle
josh@mwi.com
Digital Public Relations
Intro
Digital Public Relations
Contact Me
josh@mwi.com
Digital Public Relations
What Is Online PR?
Online media placement that is not
purchased, typically obtained by
influencing media producers.
Digital Public Relations
3 Forms of Placement
Digital Public Relations
Feature Stories
Digital Public Relations
Expert Mentions
Digital Public Relations
Helpful Content
Digital Public Relations
Feature Stories
Digital Public Relations
Digital Public Relations
Expert Mentions
Digital Public Relations
Digital Public Relations
Helpful Content
Digital Public Relations
Digital Public Relations
Digital Public Relations
Digital Public Relations
Why Online PR?
Digital Public Relations
Creates Brand Recognition
Digital Public Relations
Establishes Credibility
Digital Public Relations
Drives Traffic
Digital Public Relations
Improves SEO Efforts
Digital Public Relations
Great For Your Ego
Digital Public Relations
Digital Public Relations
How?
Digital Public Relations
Step 1 - Great Content
Digital Public Relations
Step 2 - Pitch Publishers
Digital Public Relations
Pitching The Media
When reaching out to writers, journalists,
bloggers, and other media producers,
DO NOT…
Digital Public Relations
Do Not…
Digital Public Relations
Do Not…Use A Shotgun
Instead, customize your pitch.
It’s obvious when you don’t.
Digital Public Relations
Do Not…Tell Me You’re Special
Show me.
In 5 seconds or less.
Digital Public Relations
Do Not…Tell Me I Can Help You
I’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.
Digital Public Relations
Do Not…Ask To Talk On Phone
Offer, don’t ask.
Digital Public Relations
Do Not…Think About Yourself
Make it about the writer/publisher.
Digital Public Relations
Do…
Digital Public Relations
Understand What I Want
As a writer, I want my
article here.
Digital Public Relations
Know What I’ve Written
If I just wrote a story about your competitor, what
are the chances I’m going to write a similar story
about your company?
Digital Public Relations
Know My Interests
I write about Hong Kong, entrepreneurship, and
online marketing. But preferably all three.
Digital Public Relations
Offer Something Valuable
“I notice you write about companies like mine,
and that you write for several publications, but
not TechCrunch yet. I have an idea for an article
that could get both of us in TC.”
Digital Public Relations
Tell Interesting Stories
Digital Public Relations
But I’m Not Interesting
Digital Public Relations
Nonsense!
Digital Public Relations
You Are An Expert
Digital Public Relations
5 Ways To Create
Interesting Stories
Digital Public Relations
1. Problem-Agitate-Solve
Digital Public Relations
2. Tie-in
Digital Public Relations
3. Tell Secrets
Digital Public Relations
4. Top 10 Lists
Digital Public Relations
5. Interview Someone
Digital Public Relations
Once You Have A Story…
Channels, People
Digital Public Relations
Channels
Industry websites
Niche websites
Blogs
Influential social media accounts
Media-sharing websites (YouTube)
Social networks
Forums
Wikis
Top-tier websites
Digital Public Relations
People
Channel first in most cases
Create a profile for a handful of writers
Pitch one story to one writer at a time
Learn something from each interaction
Digital Public Relations
Case Studies
How businesses have successfully pitched me.
Digital Public Relations
Case Study 01
SEO Gadget, Infographic
Digital Public Relations
Case Study 02
HWTrek, Advice & Coffee
Digital Public Relations
Case Study 03
MySugr, Timing
Digital Public Relations
Case Study 04
Hong Kong Visa Geeza
Digital Public Relations
Case Study 05
HK Commons
Digital Public Relations
HARO
Help Out A Reporter (HARO)
HelpAReporter.com
Digital Public Relations
Keys to Success w/HARO
Respond quickly
Include “HARO - [story request]” in subject line
Give them what they want, nothing extra
Give them what they want in the first sentence
Digital Public Relations
Questions

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