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Incorporate ‘PR Thinking’ Into Your Content
Initiatives Britt Klontz | PR Consultant | @Britt_Klontz
SearchLove Boston 2016
client wants infographic
content team creates
infographicinfographic is
created PROMOTE!
Researched the outlet
Determined the expert
Researched the expert
Tailored the pitch accordingly
proof that I did my homework
Hi Erica,
I wanted to touch base with you and quickly introduce myself because my team and I create infographics on a variety of topics, many revolving around social media/tech-related issues, and I’d like to offer our latest piece as an exclusive to Mashable. It’s called ‘Crafting the Perfect Modern Resume’ and gives tips on how to make a successful resume that is social, interactive and creative. I noticed you have posted a couple ‘How-To’ articles on resume writing and I figured it would be a perfect match for you, especially because it also urges the reader to use social media to their advantage. I’ve attached the draft of the infographic to this email. Please remember that it is just a draft and we are still working on the piece. If you have any feedback, comments or suggestions on how to make it better, please feel free to let me know - we’d be more than happy to tailor it to your wishes. Hope you enjoy & I look forward to hearing back from you :)
Many Thanks,
Britt
showed relevancy
Hi Erica,
I wanted to touch base with you and quickly introduce myself because my team and I create infographics on a variety of topics, many revolving around social media/tech-related issues, and I’d like to offer our latest piece as an exclusive to Mashable. It’s called ‘Crafting the Perfect Modern Resume’ and gives tips on how to make a successful resume that is social. interactive and creative. I noticed you have posted a couple ‘How-To’ articles on resume writing and I figured it would be a perfect match for you, especially because it also urges the reader to use social media to their advantage. I’ve attached the draft of the infographic to this email. Please remember that it is just a draft and we are still working on the piece. If you have any feedback, comments or suggestions on how to make it better, please feel free to let me know - we’d be more than happy to tailor it to your wishes. Hope you enjoy & I look forward to hearing back from you :)
Many Thanks,
Britt
offered the ability to customize
Hi Erica,
I wanted to touch base with you and quickly introduce myself because my team and I create infographics on a variety of topics, many revolving around social media/tech-related issues, and I’d like to offer our latest piece as an exclusive to Mashable. It’s called ‘Crafting the Perfect Modern Resume’ and gives tips on how to make a successful resume that is social, interactive and creative. I noticed you have posted a couple ‘How-To’ articles on resume writing and I figured it would be a perfect match for you, especially because it also urges the reader to use social media to their advantage. I’ve attached the draft of the infographic to this email. Please remember that it is just a draft and we are still working on the piece. If you have any feedback, comments or suggestions on how to make it better, please feel free to let me know - we’d be more than happy to tailor it to your wishes. Hope you enjoy & I look forward to hearing back from you :)
Many Thanks,
Britt
What Won The Pitch:1.Research2.Relevance 3.Responsiveness
MAGICAL TIME MACHINE CUPCAKE
determine client’s needs
(beyond infographics)
PROMOTE!
set goals & KPIs
persona research
content creationcontent strategy
outlet research
promotions strategy
media list building
relationship building
pre-pitching
Baking PR Into Your Content Initiatives
- 1 -A compelling hook is key
Find an effective hook that is going to capture the mind of
your target audience.
The Most Instagrammed Fashion Brands
The Key Components to Success1.Hook2.Content3.Execution
What’s the hook?
Most Followers….
Um, What?!
Most # Mentions...
AGAIN?!
Nike Tops the List of the Most Instagrammed Fashion
Brands
Hello Kitty Outranks Legendary Fashion Brands on
Two Sportswear Brands Compete for the Most Instagram Followers
90+ online placements
A “good hook” is the equivalent to sprinkles on a
cupcake - content just isn’t “eye-
catching” without it.
- 2 - Make it newsworthy
If you want to be in the media, become media-worthy.
explicit about it being “for” TC
right into the “timeliness” factor
Hi Josh,
To put into perspective how large the recent Facebook acquisition really is, my team and I are creating a data visualization that showcases the last 15 years of acquisitions of 5 major tech companies, including Facebook. It isn't completely finished just yet (we're updating it to include the WhatsApp acquisition), but I can send along the final version as soon as it is if you think your readers at TechCrunch might find it interesting.
Here's where you can preview the draft: http://www.simplybusiness.co.uk/microsites/hungry-tech/
My favorite part is that the user is able to filter the type of acquisition and are also able to go directly to the source of the information. If you think your readers would find it interesting, I'd be happy to send along the final version, as well as an embed code that will allow you to host the entire piece on TechCrunch.
Thanks so much for taking time out of your day to check it out, looking forward to connecting with you either way!
Cheers,
Britt
a preview hints at “exclusivity”
Hi Josh,
To put into perspective how large the recent Facebook acquisition really is, my team and I are creating a data visualization that showcases the last 15 years of acquisitions of 5 major tech companies, including Facebook. It isn't completely finished just yet (we're updating it to include the WhatsApp acquisition), but I can send along the final version as soon as it is if you think your readers at TechCrunch might find it interesting.
Here's where you can preview the draft: http://www.simplybusiness.co.uk/microsites/hungry-tech/
My favorite part is that the user is able to filter the type of acquisition and are also able to go directly to the source of the information. If you think your readers would find it interesting, I'd be happy to send along the final version, as well as an embed code that will allow you to host the entire piece on TechCrunch.
Thanks so much for taking time out of your day to check it out, looking forward to connecting with you either way!
Cheers,
Britt
option to host directly on TC
Hi Josh,
To put into perspective how large the recent Facebook acquisition really is, my team and I are creating a data visualization that showcases the last 15 years of acquisitions of 5 major tech companies, including Facebook. It isn't completely finished just yet (we're updating it to include the WhatsApp acquisition), but I can send along the final version as soon as it is if you think your readers at TechCrunch might find it interesting.
Here's where you can preview the draft: http://www.simplybusiness.co.uk/microsites/hungry-tech/
My favorite part is that the user is able to filter the type of acquisition and are also able to go directly to the source of the information. If you think your readers would find it interesting, I'd be happy to send along the final version, as well as an embed code that will allow you to host the entire piece on TechCrunch.
Thanks so much for taking time out of your day to check it out, looking forward to connecting with you either way!
Cheers,
Britt
The term “exclusive” can have different
meanings...always clarify.
“For reference, we almost never
publish infographics or the like from
third-parties but are making an
exception because this is so cool and
informative.”- Josh Constine
TechCrunch EIC
Sometimes “newsworthiness” happens serendipitously, and you get lucky. Other times, you can
manufacture it.
- 3 - Make the journalist’s job
“easy”
The Struggle is REAL (for journalists)
Shrinking newsrooms
Fast deadlines
Increasing demand for multimedia
The increasing importance of multimedia gives content
marketers an opportunity to help journalists do their jobs.
Audience-Centric Approachaudience-centric approach
Concept & contentThe View From Here
Commission and curate a shareable series of photos which illustrate the contrasting views from windows throughout the world and the stories of the people who live there
Content
Ask people around the world to take a photo of the view from their bedroom window
Give them instructions on how to take the shot
Ask pertinent questions to draw out stories about what they think and feel when they look out their window
Related contentWhere children sleep: comparisons from around the world
Related contentHumans of New York: great short stories about the people in the photos
Choice overload?
MOBILE
Media outlets are investing in responsive web design and journalists are expected to create content accordingly.
The Struggle IS REAL (for journalists)
Short attention spans
Javascript…?
HTML…?
CSS…?
Responsive design…?!
CONTENT MARKETING ISMOBILE MARKETING
Source: Recent B2B Distilled campaign
- 4 - Pre-pitch to key influencers
Pre-pitch key influencers whose target audiences are exactly the
demographic you’d want to get in front of.
pitched as a “preview”
Hi Julee,
We're soon releasing an interactive chart depicting the most popular fashion brands on Instagram. I'd like to share what we have so far with you in case you think the HuffPost Fashion readers, particularly any Insta-obsessed ones, might find it neat.
Its purpose is to showcase fashion brands with the most followers, as well as those with the most hashtag mentions. Turns out, Nike takes the top spot for both. But, you might be surprised with the other brands that rank - Hello Kitty beat out fashion legends like Michael Kors and Guess with over 8 million hashtag mentions!
Here's where you can see a preview (please don't share, this is a draft): http://test.distilled.net/macys/instagram/
Thanks so much for taking time to check it out. Really excited to hear your thoughts, Julee!
Cheers,
Britt
highlighted relevant angles
Hi Julee,
We're soon releasing an interactive chart depicting the most popular fashion brands on Instagram. I'd like to share what we have so far with you in case you think the HuffPost Fashion readers, particularly any Insta-obsessed ones, might find it neat.
Its purpose is to showcase fashion brands with the most followers, as well as those with the most hashtag mentions. Turns out, Nike takes the top spot for both. But, you might be surprised with the other brands that rank - Hello Kitty beat out fashion legends like Michael Kors and Guess with over 8 million hashtag mentions!
Here's where you can see a preview (please don't share, this is a draft):http://test.distilled.net/macys/instagram/
Thanks so much for taking time to check it out. Really excited to hear your thoughts, Julee!
Cheers,
Britt
test link OR screenshot will work
Hi Julee,
We're soon releasing an interactive chart depicting the most popular fashion brands on Instagram. I'd like to share what we have so far with you in case you think the HuffPost Fashion readers, particularly any Insta-obsessed ones, might find it neat.
Its purpose is to showcase fashion brands with the most followers, as well as those with the most hashtag mentions. Turns out, Nike takes the top spot for both. But, you might be surprised with the other brands that rank - Hello Kitty beat out fashion legends like Michael Kors and Guess with over 8 million hashtag mentions!
Here's where you can see a preview (please don't share, this is a draft): http://test.distilled.net/macys/instagram/
Thanks so much for taking time to check it out. Really excited to hear your thoughts, Julee!
Cheers,
Britt
Look for coverage opportunities that have the potential to create
a “domino effect.”
A successful campaign consists of a PR strategy in which 90% of the PR-based
tasks are completed BEFORE launch.
1.Determining the hook is key2.Look for ways to make content timely3.Create multifaceted content, and
make it easy for the journalist to share
4.Pre-pitch your content to influencers whose readers are your target audience
4 key strategies:
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