how to master pr

How To Master Digital PR

Digital PR | @tanya_digital | #BrightonSEO

By Tanya Korobka

PR is about engaging people …

not promoting your product

@tanya_digital Photo: commons.wikimedia.org

There are three qualities of

Superstar PR’s …

@tanya_digital Photo: commons.wikimedia.org

@tanya_digital

1. Connectors

Photo: forwallpapers.com @tanya_digital

@tanya_digital

Build relationships

Photo: forwallpapers.com @tanya_digital

84% of people trust

recommendations from friends Source: Nielsen Photo: gratisography.com

@tanya_digital

Every one of your personal

contacts has the potential

to connect you to dozens of other “warm” contacts.

Relationships are like spider webs

Photo: 7themes.com @tanya_digital

Warm contacts convert 10x better

Photo: hottubcinema.com @tanya_digital

But …

How do we connect on a

personal level?

@tanya_digital

We connect

through our

vulnerable/weird

selves

Source: www.ted.com/talks/brene_brown_on_vulnerability @tanya_digital

How to keep personal

connections alive?

@tanya_digital

Be shockingly helpful – give not take!

@tanya_digital

Build relationships with the

press and influencers BEFORE you need them

@tanya_digital

Photo: pixabay.com @tanya_digital

2. Promoters

Traditional media = generalists

Social media = niche interests

@tanya_digital

Tumblr - Caliber

@tanya_digital

Reddit - Glamour Magazine

@tanya_digital

3. Writers

Photo: pixabay.com @tanya_digital

Get attention, replies and conversions

@tanya_digital

Get attention, replies and conversions

Use clear conversational language

that persuades

@tanya_digital

Get attention, replies and conversions

Use clear conversational language

that persuades

Never use big words or jargon

(hyperboles, “outreach” “disruption”

“innovative” etc)

@tanya_digital

Perfect initial email example :

@tanya_digital

Perfect initial email example :

I featured you

Invite you to publish

GIVE

GIVE AGAIN

TAKE IN THE NEXT EMAIL ;) @tanya_digital

Good email subject lines …

Got a good story for your article about the extremes

entrepreneurs go (involves not showing too much)

@tanya_digital

Good email subject lines …

Got a good story for your article about the extremes

entrepreneurs go (involves not showing too much)

Plain conversational English.

@tanya_digital

Good email subject lines …

Got a good story for your article about the extremes

entrepreneurs go (involves not showing too much)

Opportunity with (company name)

Plain conversational English.

@tanya_digital

Good email subject lines …

Got a good story for your article about the extremes

entrepreneurs go (involves not showing too much)

Opportunity with (company name)

Plain conversational English.

People love this word.

@tanya_digital

Good email subject lines …

Got a good story for your article about the extremes

entrepreneurs go (involves not showing too much)

Opportunity with (company name)

Hi John, let me have your opinion

Plain conversational English.

People love this word.

@tanya_digital

Good email subject lines …

Got a good story for your article about the extremes

entrepreneurs go (involves not showing too much)

Opportunity with (company name)

Hi John, let me have your opinion

Your article on Huffington Post/ Your article

Plain conversational English.

People love this word.

@tanya_digital

Good email subject lines …

Got a good story for your article about the extremes

entrepreneurs go (involves not showing too much)

Opportunity with (company name)

Hi John, let me have your opinion

Your article on Huffington Post/ Your article

Plain conversational English.

People love this word.

Its about THEM, not me.

@tanya_digital

Good email subject lines …

Got a good story for your article about the extremes

entrepreneurs go (involves not showing too much)

Opportunity with (company name)

Hi John, let me have your opinion

Your article on Huffington Post/ Your article

UK-wide survey: Britons are not happy with their

jobs

Plain conversational English.

People love this word.

Its about THEM, not me.

@tanya_digital

Everyone you meet has a potential to

change your life. There are no work

and personal relationships

3 key take-aways

@tanya_digital

Everyone you meet has a potential to

change your life. There are no work

and personal relationships

Don't be an annoying business person,

be the real weird you

3 key take-aways

@tanya_digital

Everyone you meet has a potential to

change your life. There are no work

and personal relationships

Don't be an annoying business person,

be the real weird you

Be generous and helpful. Give, give,

then take (IRL, web, email)

3 key take-aways

@tanya_digital

#1 PR Tip

Photo: lockerdome.com @tanya_digital

Photo: lockerdome.com @tanya_digital

Mobilize people through movements

they are passionate about

Customers don’t

care about your

brand stories

Photo: gratisography.com @tanya_digital

Cultural ideas on the rise:

equal rights

negative body image

They are powered by real people.

@tanya_digital

#LikeAGirl

Photo: Social Media @tanya_digital

Photo: atrulyfitlife.com @tanya_digital

Photo: Social Media @tanya_digital

@tanya_digital Photo: Social Media

Photo: Social Media

Photo: Social Media

Photo: Social Media @tanya_digital

BE INTERESTED, NOT INTERESTING

Keep it real!

@tanya_digital

Tanya Korobka

Digital PR

@tanya_digital

#BrightonSEO