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As traditional media loses its edge in the digital era, instead of just securing column inches, on-air minutes or eye-balls, its all about the links. Combining a solid content strategy and smart SEO techniques, the modern Public Relations professional can add much more value at much less cost than ever before.
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Digital PRIts all about the links, baby!
PROJECT
DATE CLIENT2004 - PRESENTVARIOUS MNCS
Mega & Guerrilla eventsPR, Marketing & Activations
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Current projects:
Permission Monitoring App
Mobile Data Backup: Dropmymobile
Luxury concierge site: Posheby
Advertising
Public Relations
Problem with traditional PR
• It’s an art, not a science
• If you ain’t Apple, no one cares
• No ‘tangible’ results
Why Digital PR?• Free quality links with the most concise
keywords
• Exists to get companies free editorial coverage
• Influence the media to win the ultimate goal: the trust of the consumer
• Beyond just quantitative, but qualitative results
PROJECT
DATE CLIENT2010 - PRESENT VARIOUS TECH STARTUPS
Tech PRPress Coverage
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How to do Digital PR?
•Great content
•Quality keywords
•Proper distribution
•Exact Measurement
How to get good content?
• Become a thought leader in a specific niche
• Identify the keywords in your industry and use them often
• Discuss relevant topics on your business
• Add different perspective into current events
• Write extensively (be controversial, if possible)
6 types of content•Press release
•Company mentions
•Guest Posts
•Blogs
•Social media
•Videos
PROJECT
DATE CLIENT2012 - PRESENT DROPMYSITE
Dropmyemailemail backup solution in the cloud
Tips on great keywords
• Use Google’s KeyWord tool
• Avoid “Vanity” keywords
• The Value of Repetition
Distribution: Utilize all channels
WebsiteMobile Site
Blog
SponsorshipPaid searchAdvertising
Word-of-MouthViral
Media
TwitterFacebookYouTube
Distribution tool:Presswire
• www.avangate.com/community/resources/article/press-release-distribution.htm
• www.pressdoc.com
• www.mynewsdesk.com/sg
PR measurement in press coverage
PR Measurement in users/leads/sales
PR measurement in quality
•Are you keeping your competitors out?
•Are you forming valuable partnerships?
•Are you building a brand?
•Are you reaching your target market?
•Do you have the right endorsements?
Tips on engaging PR agencies
•Set clear KPIs to manage expectations for client and agency
•Coordinate PR effort with marketing, sales and web
•Understand that PR requires commitment and time
www.slideshare.net/peterjustinyu/tech-pr-39176338
www.bebop.asia@peterjustinyu
