Digital PR – Mastering Online Media

Watch my TEDx Talk

ROPR – Return on PR Efforts

“Merging old techniques & new technologies to secure online media

mentions, heighten brand awareness & deliver SEO results.”

@tweetsbyJSB

#1 Influencer & industry insights#2 Become a newsmaker#3 Digital press release#4 Multi-media content#5 Media community#6 Rules of media engagement#7 Amplify your story#8 Measuring digital PR ROI

8-Step Digital PR Strategy

Content Triggers Conversations

Step 1: Influencer & Industry Insights

Who’s in your industry/niche ecosystem? What’s trending in your industry/niche? How do you fit into your industry/niche –

what’s your position? What have you got to say about your

industry/niche? Who’s talking about your industry/niche? Are you an expert voice? If not, why not? Be informed, be vocal, be pro-active and

reactive

EXAMPLE

Step 2: Become A Newsmaker

So when you don’t have a breaking story but need to build brand profile what can you do?

1. Become a news-hacker2. Add your voice to trending stories3. Publish unique research

EXAMPLE

Step 3: Digital Press ReleaseTraditional inverted pyramid model still relevant – 5 W’s & H 7-word headline (think SEO keywords) One sentence sub-headline (think SEO meta

description) Main news angle in first paragraph (think

brand/individuals’ SEO results) Back up news angle with statement of proof

(product/service/industry keywords) Quote reliable source (hyperlinking company) Further information Strong closing statement Total 400-600 Contact details to arrange interviews

EXAMPLE

Step 4: Multi-media Content

We must up the content ante!

Photos – high resolution, captioned in file info, jpg attached to email, not embedded or access via website link

Infographics Video Audio interviews / sound-bites

EXAMPLE

EXAMPLE

EXAMPLE

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Step 5: Media CommunityConnect Share Engage

Connect on social media Database building - email address & phone no for

specific journalists Note print deadlines Understand type of content they publish Help a reporter out – be responsive, helpful, a

useful resource Remember, one digital press release doesn’t fit all!

Sourcing Media Details

Step 6Rules Of Media Engagement

Watch my video here:

https://www.youtube.com/watch?v=kOh-3Zj6ddM

Digital Training Institute YouTube Channel

Step 7: Amplify Your Story

• International news wires: PRWeb, 24/7 Press Release, Newswire, Online PR Media (freemium & paid for plans)

• Social media marketing• Website newsroom / blog • LinkedIn Pulse• Soundcloud • Online news websites• Guest blogs• Industry stakeholders • Email marketing• Bloggers

Step 8Measuring Digital PR ROI

Free Media Monitoring Tools

Paid Media Monitoring Tools

What’s Your Digital PR ROI?