do it yourself online pr for startups
TRANSCRIPT
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DIY Online PR For Startups
Intro
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DIY Online PR For Startups
What Is Online PR?Online media placement that is not
purchased, typically obtained by influencing media producers.
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DIY Online PR For Startups
3 Forms of Placement
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DIY Online PR For Startups
Feature Stories
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DIY Online PR For Startups
Expert Mentions
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DIY Online PR For Startups
Helpful Content
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DIY Online PR For Startups
Why Online PR?
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DIY Online PR For Startups
Creates Brand Recognition
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DIY Online PR For Startups
Establishes Credibility
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DIY Online PR For Startups
Drives Traffic
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DIY Online PR For Startups
Improves SEO Efforts
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DIY Online PR For Startups
Great For Your Ego
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DIY Online PR For Startups
How?
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DIY Online PR For Startups
Step 1 - Great Content
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DIY Online PR For Startups
Good Content Is So Interesting
You Would Read It
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DIY Online PR For Startups
Great Content Is So Interesting
You Would Pay To Read It
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DIY Online PR For Startups
Step 2 - Pitch Publishers
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DIY Online PR For Startups
Pitching The MediaWhen reaching out to writers, journalists,
bloggers, and other media producers, DO NOT…
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DIY Online PR For Startups
Do Not…
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DIY Online PR For Startups
Do Not…Use A ShotgunInstead, customize your pitch. It’s obvious when you don’t.
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DIY Online PR For Startups
Do Not…Tell Me You’re SpecialShow me.
In 5 seconds or less.
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DIY Online PR For Startups
Do Not…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.
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DIY Online PR For Startups
Do Not…Ask To Talk On PhoneOffer, don’t ask.
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DIY Online PR For Startups
Do Not…Think About YourselfMake it about the writer/publisher.
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DIY Online PR For Startups
Do…
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DIY Online PR For Startups
Understand What I WantAs a writer, I want my article here.
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DIY Online PR For Startups
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?
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DIY Online PR For Startups
Know My InterestsI write about Hong Kong, entrepreneurship, and
online marketing. But preferably all three.
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DIY Online PR For Startups
Offer Something Valuable“I have an idea for an article that I believe would
get a lot of attention and social sharing.”
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DIY Online PR For Startups
Tell Interesting Stories
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DIY Online PR For Startups
But I’m Not Interesting
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DIY Online PR For Startups
Nonsense!
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DIY Online PR For Startups
You Are An Expert
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DIY Online PR For Startups
5 Ways To Create Interesting Stories
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DIY Online PR For Startups
1. Problem-Agitate-Solve
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DIY Online PR For Startups
2. Tie-in
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DIY Online PR For Startups
3. Tell Secrets
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DIY Online PR For Startups
4. Look At Your Data
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DIY Online PR For Startups
5. Interview Someone
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DIY Online PR For Startups
Once You Have A Story…Channels, People
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DIY Online PR For Startups
ChannelsIndustry websites Niche websites
Blogs Influential social media accounts
Media-sharing websites (YouTube) Social networks
Forums Wikis
Top-tier websites
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DIY Online PR For Startups
People1. Select a channel first 2. Create a profile for each writer 3. Pitch one story to one writer at a time 4. Learn something from each interaction
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DIY Online PR For Startups
Case StudiesHow businesses have successfully pitched me.
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DIY Online PR For Startups
Case Study 01SEO Gadget, Infographic
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DIY Online PR For Startups
Case Study 02HWTrek, Advice & Coffee
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DIY Online PR For Startups
Case Study 03MySugr, Timing
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DIY Online PR For Startups
Case Study 04Hong Kong Visa Geeza
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DIY Online PR For Startups
Case Study 05HK Commons
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DIY Online PR For Startups
HAROHelp Out A Reporter (HARO)
HelpAReporter.com
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DIY Online PR For Startups
Keys to Success w/HARORespond quickly
Include “HARO - [story request]” in subject line Give them what they want, nothing extra
Give them what they want in the first sentence
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DIY Online PR For Startups
Other “Pitches”
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DIY Online PR For Startups
I’ve Got Quotes“I saw your article on big data. I run a startup in Hong Kong that works with big data. If you ever
need a quote for an article, let me know.”
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DIY Online PR For Startups
I’ve Got Connections“I saw your article on big data. I run a startup in Hong Kong that works with big data and have a
lot of connections in the industry. If you ever need a source for an article, let me know and I’d
be glad to make some introductions.”
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DIY Online PR For Startups
I’ve Got Data“I saw your article on big data. I run a startup in Hong Kong that works with big data. If you ever need stats or figures to support an article you’re
writing, let me know.”
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DIY Online PR For Startups
I’ve Got Pictures“I saw your article on big data. I run a startup in Hong Kong that works with big data and we’ve
created infographics and visualizations of a lot of data. If you ever need something visual to
accompany your writing on big data, let me know.”
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DIY Online PR For Startups
Think DigitalGet the link!
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DIY Online PR For Startups
Questions