Incorporate ‘PR Thinking’ Into Your Content

Initiatives Britt Klontz | PR Consultant | @Britt_Klontz

SearchLove Boston 2016

client wants infographic

content team creates

infographicinfographic is

created PROMOTE!

Researched the outlet

Determined the expert

Researched the expert

Tailored the pitch accordingly

proof that I did my homework

Hi Erica,

I wanted to touch base with you and quickly introduce myself because my team and I create infographics on a variety of topics, many revolving around social media/tech-related issues, and I’d like to offer our latest piece as an exclusive to Mashable. It’s called ‘Crafting the Perfect Modern Resume’ and gives tips on how to make a successful resume that is social, interactive and creative. I noticed you have posted a couple ‘How-To’ articles on resume writing and I figured it would be a perfect match for you, especially because it also urges the reader to use social media to their advantage. I’ve attached the draft of the infographic to this email. Please remember that it is just a draft and we are still working on the piece. If you have any feedback, comments or suggestions on how to make it better, please feel free to let me know - we’d be more than happy to tailor it to your wishes. Hope you enjoy & I look forward to hearing back from you :)

Many Thanks,

Britt

showed relevancy

Hi Erica,

I wanted to touch base with you and quickly introduce myself because my team and I create infographics on a variety of topics, many revolving around social media/tech-related issues, and I’d like to offer our latest piece as an exclusive to Mashable. It’s called ‘Crafting the Perfect Modern Resume’ and gives tips on how to make a successful resume that is social. interactive and creative. I noticed you have posted a couple ‘How-To’ articles on resume writing and I figured it would be a perfect match for you, especially because it also urges the reader to use social media to their advantage. I’ve attached the draft of the infographic to this email. Please remember that it is just a draft and we are still working on the piece. If you have any feedback, comments or suggestions on how to make it better, please feel free to let me know - we’d be more than happy to tailor it to your wishes. Hope you enjoy & I look forward to hearing back from you :)

Many Thanks,

Britt

offered the ability to customize

Hi Erica,

I wanted to touch base with you and quickly introduce myself because my team and I create infographics on a variety of topics, many revolving around social media/tech-related issues, and I’d like to offer our latest piece as an exclusive to Mashable. It’s called ‘Crafting the Perfect Modern Resume’ and gives tips on how to make a successful resume that is social, interactive and creative. I noticed you have posted a couple ‘How-To’ articles on resume writing and I figured it would be a perfect match for you, especially because it also urges the reader to use social media to their advantage. I’ve attached the draft of the infographic to this email. Please remember that it is just a draft and we are still working on the piece. If you have any feedback, comments or suggestions on how to make it better, please feel free to let me know - we’d be more than happy to tailor it to your wishes. Hope you enjoy & I look forward to hearing back from you :)

Many Thanks,

Britt

What Won The Pitch:1.Research2.Relevance 3.Responsiveness

MAGICAL TIME MACHINE CUPCAKE

determine client’s needs

(beyond infographics)

PROMOTE!

set goals & KPIs

persona research

content creationcontent strategy

outlet research

promotions strategy

media list building

relationship building

pre-pitching

Baking PR Into Your Content Initiatives

- 1 -A compelling hook is key

Find an effective hook that is going to capture the mind of

your target audience.

The Most Instagrammed Fashion Brands

The Key Components to Success1.Hook2.Content3.Execution

What’s the hook?

Most Followers….

Um, What?!

Most # Mentions...

AGAIN?!

Nike Tops the List of the Most Instagrammed Fashion

Brands

Hello Kitty Outranks Legendary Fashion Brands on

Instagram

Two Sportswear Brands Compete for the Most Instagram Followers

90+ online placements

A “good hook” is the equivalent to sprinkles on a

cupcake - content just isn’t “eye-

catching” without it.

- 2 - Make it newsworthy

If you want to be in the media, become media-worthy.

explicit about it being “for” TC

right into the “timeliness” factor

Hi Josh,

To put into perspective how large the recent Facebook acquisition really is, my team and I are creating a data visualization that showcases the last 15 years of acquisitions of 5 major tech companies, including Facebook. It isn't completely finished just yet (we're updating it to include the WhatsApp acquisition), but I can send along the final version as soon as it is if you think your readers at TechCrunch might find it interesting.

Here's where you can preview the draft: http://www.simplybusiness.co.uk/microsites/hungry-tech/

My favorite part is that the user is able to filter the type of acquisition and are also able to go directly to the source of the information. If you think your readers would find it interesting, I'd be happy to send along the final version, as well as an embed code that will allow you to host the entire piece on TechCrunch. 

Thanks so much for taking time out of your day to check it out, looking forward to connecting with you either way!

Cheers,

Britt

a preview hints at “exclusivity”

Hi Josh,

To put into perspective how large the recent Facebook acquisition really is, my team and I are creating a data visualization that showcases the last 15 years of acquisitions of 5 major tech companies, including Facebook. It isn't completely finished just yet (we're updating it to include the WhatsApp acquisition), but I can send along the final version as soon as it is if you think your readers at TechCrunch might find it interesting.

Here's where you can preview the draft: http://www.simplybusiness.co.uk/microsites/hungry-tech/

My favorite part is that the user is able to filter the type of acquisition and are also able to go directly to the source of the information. If you think your readers would find it interesting, I'd be happy to send along the final version, as well as an embed code that will allow you to host the entire piece on TechCrunch. 

Thanks so much for taking time out of your day to check it out, looking forward to connecting with you either way!

Cheers,

Britt

option to host directly on TC

Hi Josh,

To put into perspective how large the recent Facebook acquisition really is, my team and I are creating a data visualization that showcases the last 15 years of acquisitions of 5 major tech companies, including Facebook. It isn't completely finished just yet (we're updating it to include the WhatsApp acquisition), but I can send along the final version as soon as it is if you think your readers at TechCrunch might find it interesting.

Here's where you can preview the draft: http://www.simplybusiness.co.uk/microsites/hungry-tech/

My favorite part is that the user is able to filter the type of acquisition and are also able to go directly to the source of the information. If you think your readers would find it interesting, I'd be happy to send along the final version, as well as an embed code that will allow you to host the entire piece on TechCrunch. 

Thanks so much for taking time out of your day to check it out, looking forward to connecting with you either way!

Cheers,

Britt

The term “exclusive” can have different

meanings...always clarify.

“For reference, we almost never

publish infographics or the like from

third-parties but are making an

exception because this is so cool and

informative.”- Josh Constine

TechCrunch EIC

Sometimes “newsworthiness” happens serendipitously, and you get lucky. Other times, you can

manufacture it.

- 3 - Make the journalist’s job

“easy”

The Struggle is REAL (for journalists)

Shrinking newsrooms

Fast deadlines

Increasing demand for multimedia

The increasing importance of multimedia gives content

marketers an opportunity to help journalists do their jobs.

Audience-Centric Approachaudience-centric approach

Concept & contentThe View From Here

Commission and curate a shareable series of photos which illustrate the contrasting views from windows throughout the world and the stories of the people who live there

Content

Ask people around the world to take a photo of the view from their bedroom window

Give them instructions on how to take the shot

Ask pertinent questions to draw out stories about what they think and feel when they look out their window

Related contentWhere children sleep: comparisons from around the world

Related contentHumans of New York: great short stories about the people in the photos

Choice overload?

MOBILE

Media outlets are investing in responsive web design and journalists are expected to create content accordingly.

The Struggle IS REAL (for journalists)

Short attention spans

Javascript…?

HTML…?

CSS…?

Responsive design…?!

CONTENT MARKETING ISMOBILE MARKETING

Source: Recent B2B Distilled campaign

- 4 - Pre-pitch to key influencers

Pre-pitch key influencers whose target audiences are exactly the

demographic you’d want to get in front of.

pitched as a “preview”

Hi Julee,

We're soon releasing an interactive chart depicting the most popular fashion brands on Instagram. I'd like to share what we have so far with you in case you think the HuffPost Fashion readers, particularly any Insta-obsessed ones, might find it neat.

Its purpose is to showcase fashion brands with the most followers, as well as those with the most hashtag mentions. Turns out, Nike takes the top spot for both. But, you might be surprised with the other brands that rank - Hello Kitty beat out fashion legends like Michael Kors and Guess with over 8 million hashtag mentions!

Here's where you can see a preview (please don't share, this is a draft): http://test.distilled.net/macys/instagram/

Thanks so much for taking time to check it out. Really excited to hear your thoughts,  Julee!

Cheers,

Britt

highlighted relevant angles

Hi Julee,

We're soon releasing an interactive chart depicting the most popular fashion brands on Instagram. I'd like to share what we have so far with you in case you think the HuffPost Fashion readers, particularly any Insta-obsessed ones, might find it neat.

Its purpose is to showcase fashion brands with the most followers, as well as those with the most hashtag mentions. Turns out, Nike takes the top spot for both. But, you might be surprised with the other brands that rank - Hello Kitty beat out fashion legends like Michael Kors and Guess with over 8 million hashtag mentions!

Here's where you can see a preview (please don't share, this is a draft):http://test.distilled.net/macys/instagram/

Thanks so much for taking time to check it out. Really excited to hear your thoughts,  Julee!

Cheers,

Britt

test link OR screenshot will work

Hi Julee,

We're soon releasing an interactive chart depicting the most popular fashion brands on Instagram. I'd like to share what we have so far with you in case you think the HuffPost Fashion readers, particularly any Insta-obsessed ones, might find it neat.

Its purpose is to showcase fashion brands with the most followers, as well as those with the most hashtag mentions. Turns out, Nike takes the top spot for both. But, you might be surprised with the other brands that rank - Hello Kitty beat out fashion legends like Michael Kors and Guess with over 8 million hashtag mentions!

Here's where you can see a preview (please don't share, this is a draft): http://test.distilled.net/macys/instagram/

Thanks so much for taking time to check it out. Really excited to hear your thoughts,  Julee!

Cheers,

Britt

Look for coverage opportunities that have the potential to create

a “domino effect.”

A successful campaign consists of a PR strategy in which 90% of the PR-based

tasks are completed BEFORE launch.

1.Determining the hook is key2.Look for ways to make content timely3.Create multifaceted content, and

make it easy for the journalist to share

4.Pre-pitch your content to influencers whose readers are your target audience

4 key strategies: