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This is the presentation I used for my class at General Assembly Hong Kong on Tuesday, March 25th at The Hive. The topic was DIY online PR for startups. In the presentation I detailed three ways startups can do their own PR; 1) pitching the media directly, 2) content marketing, and 3) HARO (Help A Reporter Out/www.helpareporter.com).
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IntroEntrepreneur • Founder and CEO, MWI • Founded in 1999 • Offices in Hong Kong & US • Lots ‘o clients, big and small.
DIY Online PR mwi.hk
@mwihongkong
IntroSpeaker • Startup Grind Hong Kong • Self Storage Expo Asia • General Assembly
DIY Online PR mwi.hk
@mwihongkong
IntroWriter • Forbes, Entrepreneur, TechinAsia,
Fast Company, VentureBeat, SCMP, etc.
• Blog @ donloper.com
DIY Online PR mwi.hk
@mwihongkong
Contact Me• [email protected] • @donloper • donloper.com • Linkedin, Google+, Facebook
DIY Online PR mwi.hk
@mwihongkong
Contest• Follow @mwihongkong • Tweet one idea from tonight • I’ll choose a winner at random • Winner gets free consultation and
lunch
DIY Online PR mwi.hk
@mwihongkong
What Is Online PR?Online media placement that is not purchased, typically obtained by influencing media producers.
DIY Online PR mwi.hk
@mwihongkong
What Is Online PR?Three primary forms of placement: 1. Feature stories 2. Expert mentions 3. Helpful content
DIY Online PR mwi.hk
@mwihongkong
What Is Online PR?Who to influence? • Writers • Bloggers • Social media users
DIY Online PR mwi.hk
@mwihongkong
Why Online PR?• Creates brand recognition • Establishes credibility • Drives traffic • Improves search engine rankings
DIY Online PR mwi.hk
@mwihongkong
Why Online PR?Also great for your ego.
DIY Online PR mwi.hk
@mwihongkong
DIY Online PRHow do I spread the word?
DIY Online PR mwi.hk
@mwihongkong
01 Pitching The MediaFirst, when reaching out to writers, journalists, bloggers, and other media producers, DO NOT…
DIY Online PR mwi.hk
@mwihongkong
Use A ShotgunCustomize your pitch. It’s obvious when you don’t.
DIY Online PR mwi.hk
@mwihongkong
Tell Me You’re SpecialShow me. In 5 seconds or less.
DIY Online PR mwi.hk
@mwihongkong
Tell Me I Can Help YouI’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.
DIY Online PR mwi.hk
@mwihongkong
Ask To Talk On PhoneOffer, don’t ask.
DIY Online PR mwi.hk
@mwihongkong
Think About YourselfMake it about the writer.
DIY Online PR mwi.hk
@mwihongkong
Understand What I Want
DIY Online PR mwi.hk
@mwihongkong
As a writer, amongst other things, I want my article showing up here.
Know What I’ve WrittenIf I just wrote a story about your competitor, what are the chances I’m going to write a similar story about your company?
DIY Online PR mwi.hk
@mwihongkong
Know My InterestsI write about Hong Kong, entrepreneurship, and online marketing. But preferably all three.
DIY Online PR mwi.hk
@mwihongkong
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.”
DIY Online PR mwi.hk
@mwihongkong
You Are An Expert• Develop a product • Market a product • Land a customer • Land an investor • Solve a problem • Make money
DIY Online PR mwi.hk
@mwihongkong
Actionable KnowledgeHow to lists • Double Your Twitter Followers In One
Month • 5 Ways To Sell More Online • How I Raised $5M • Get Rich With This One Weird Trick
DIY Online PR mwi.hk
@mwihongkong
Once You Have A Story…• Channels • People
DIY Online PR mwi.hk
@mwihongkong
Channels• Industry websites • Niche websites • Blogs • Influential social media accounts • Media-sharing websites (YouTube) • Social networks • Forums • Wikis • Top-tier websites
DIY Online PR mwi.hk
@mwihongkong
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 to
improve your pitch the next time around
DIY Online PR mwi.hk
@mwihongkong
Case StudiesHow businesses have successfully pitched me.
DIY Online PR mwi.hk
@mwihongkong
Case Study 01SEO Gadget, Infographic
DIY Online PR mwi.hk
@mwihongkong
Case Study 02HWTrek, Advice & Coffee
DIY Online PR mwi.hk
@mwihongkong
Case Study 03MySugr, Timing
DIY Online PR mwi.hk
@mwihongkong
Getting Started1. Read Platform by Michael Hyatt 2. Sign up for email newsletters from Michael
Hyatt & Copyblogger 3. Start blogging. It works. This is how I got to
write for Forbes.
DIY Online PR mwi.hk
@mwihongkong
03 HAROHelp Out A Reporter (HARO)
HelpAReporter.com
DIY Online PR mwi.hk
@mwihongkong
HARO Keys1. Respond quickly 2. Include “HARO - [story request]” in subject
line 3. Give them what they want, nothing extra 4. Give them what they want in the first
sentence
DIY Online PR mwi.hk
@mwihongkong
Contact Me• [email protected] • @donloper • donloper.com • Linkedin, Google+, Facebook
DIY Online PR mwi.hk
@mwihongkong
