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Stephanie Beadell's June 2013 PANMA Presentation
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Getting Coverage Online
Stephanie Beadell (@stephbeadell)
Stephanie BeadellSEER Interactive@stephbeadell
Goals:
online marketing =
offline marketing
online marketing = easy & fun!
Anyone who has ever built a business knows that “If you build it they will come…”
LIESLIES…. isn’t true. Building a business, website, event, or blog is hard work.
Design
Location
Promotion
online marketing =
offline marketing
online marketing = easy & fun!
online PR outreach = easy
& fun!
Where to start?
Send a Press
Release
Pick a List
Traditional PR
Send a Mass Email
Pick a List
Traditional SEO
Choose an Easy Strategy
Send Some Email
Find a Target
Audience
A Better Way
Define a Strategy
Refine List
More Email
What do you have to offer?
Define a Strategy
Who will care?
Find a Target
Audience
Who will care?
Find a Target
Audience
What are you really selling?
Charles Revlon: “In the factory, we make cosmetics. In the store, we sell hope”
Who will care?
Find a Target
Audience
What are you really selling?
How do you find these people?
Find a Target
Audience
Advanced Googling!
Find a Target
Audience
“mom blog”
(Baby OR Toddler) AND (mom OR
momma OR mommy) AND blog AND diaper
AND organic
Advanced Googling!
Find a Target
Audience
(Google “advanced queries” to find a ton of
articles & tips.)
OutreachSend Some Email
OutreachSend Some Email
Send Some Email
Find a Target
Audience
Define a Strategy
Focus on Strategy & Audience
Send Some Email
Find a Target
Audience
Define a Strategy
Focus on Strategy & Audience
Outreach EmailsMatter Less
OutreachSend Some Email
Subject Lines
Are you reaching out to a journalist
or a hobby blogger?
Journalists have dedicated inboxes full of PR pitches
Bloggers use their personal email
inboxes.
Journalist: [Actual news you
have]
Blogger: [Thing] for [Blog
Name]
Send Some Email
Subject Lines:
Message Body
Have a single call to action
If you like it, I’d love for
you to share it with your
readers!
Be Newsworthy
1. Timing2. Significance3. Proximity4. Prominence5. Human Interest
Or at least be interesting or
helpful
Write like you’re writing to a coworker
Be professional.Be nice.
Don’t waste their time.
Always add value.
Send Some Email
Find a Target
Audience
A Better Way
Define a Strategy
Refine List
More Email
Bonus Tips
TweetDeck
TweetDeck
Read
Steal ideas from other industries
Reverse engineer PR strategies
Email Stalking
Help a Reporter Out
(HARO)
Questions?
