unleash your inner public relations geek
TRANSCRIPT
Unleash your inner PR geek
#MOREGEEKS
Public relations needs
SMM
SEO
SMA
CONTENT MARKETING
INFLUENCER MARKETING
COMMUNITY BUILDING
SOCIAL LISTENING
There’s..
Can you
keep up?
Time to GET YOUR GEEK ON
LET’S HACKProject management Email Pitching Follow-up Tracking results Bringing it together
Project management
PR teams CAN LEARN A LOT FROM SOFTWARE BUILDERS
Take this KANBAN board
Here’s a digital example:
Check this 5-min guide
Looks cool. Works extremely well.
It’s an efficient, collaborative way to manage projects.
This is the software we use: trello.com✔ Intuitive ✔ Flexible
✔ Reduces email 🚫 Can get messy
✔ Low and high level tasks ✔ Transparency for clients (they see what you do) ✔ Removes need for email ✔ Templates for faster, better work asana.com
2143
Auch!But recognisable,
isn’t it?
0
Would’nt you love
this?
It’s about how to reclaim your email, your attention, and your life. That “zero?” It’s not how many messages are in your inbox – it’s how much of your own brain is in that inbox. Especially when you don’t want it to be.
Merlin Mann Writer, Speaker, and Broadcaster
More about inbox 0 ”
This e-mail add-on works like a charm:
BOOMERANG Throw away e-mails and return
them when you need
BTW, we just published a free ebook about this
Get it now 〉
Pitching
Offering a story to an influencer…
PITCHING =
49… together with other people.
Because, on average, a journalist gets
Source 〉
over 50 pitch emails per day
make yourscount
In 2015
there’s no excuse to do bad pitches
Every,single pitch that is researched and targeted is 100% effective. If you build a relationship with a blogger or a journalist and you pitch them what you already know they write about, you will hit a homerun every time.
Gini Dietrich CEO Arment DietrichAuthor @spinsucks
Read on:How to Pitch a Story Like a Pro ”
Find relevant contacts
Know their needs
Pitch visually
12
make Sure to
3
You can find all influencers online:
GEEKS are here!But don’t fear,
A hard part can befinding their e-mail address
Guess email addresses with an Email Permutator
(it makes a list of emails)
Install a mailbox add-on like Rapportiveto check which one works
More tricks
STOPBefore you pitch,
make sure you know what’s on your contacts’ minds
Follow them on social media Read their updates every day
✔ Build multiple lists ✔ Keep them manageable
✔ Interact ✔ Combine strategic &
conversational msgs
Also read their articles subscribe to updates of digital articles
in Feedly
Pitch visually
We process visuals 60,000 times faster
than text
9.7x
7.4x+
+ +
4.3x
1.8x
= Attachments, soundbites, charts, interactive,…
Multimedia content gets viewed
a lot MORE
9.7x
Send visual pitches
(that load fast)
I begged, begged, PR professionals to send video and multiple photos with their news releases.Clay Morgan Former editor, The Daily News Journal”
An example multimedia pitchwith Prezly
More on pitching in this quick slide deck:
Follow-up
In software sales,If you follow up with web leads within 5 minutes, you’re 9 times more likely to convert them
SPEEDMATTERS
Source 〉
Use the DRY principle of software design:
Don't Repeat Yourself
The same applies when selling stories:Follow up fast
In sales,80% of non-routine sales occur only after at least five follow-ups
PERSISTENCEPAYS OFF
Source 〉
Given the email onslaught we all suffer from, it is relatively easy for good releases to get overlooked, or simply lost. In such a case, an email reminder (or tweet, if the reporter is fairly conversational on Twitter) can help.Shonali Burke
CEO Shonali Burke ConsultingFounder #measurePR
Read on:The Art of the Perfect Press Release Follow-Up”
When reaching out to multiple people, you can save time with automated sequences
✔ Define a small, specific list of contacts
✔ Create sequences of emails
✔ They automatically get sent if the contact didn't reply
✔ It feels like manual follow-up, but it isn't
You can share sequences with your colleagues, tune emails and measure the succes of
different templates and sequences
Tracking results
bad at proving their value
PR have always been
With digital analytics tools there’s
no excuse
There are plenty of ways to measure
Outputs &Outcomes
Your first step?showing reach with coverage books
Outputs
Keeps the junior PR’s busy:Repeat X times: 1) Go to site. Take screenshot. 2) Paste in Powerpoint. 3) Look op domain value in Opensite Explorer. 4) Paste in Powerpoint. 5) Look up social shares in Buzzsomu. 6) Paste in Powerpoint.
Bye bye afternoon.
Do this in minutes with Coveragebook
✔ Screenshots ✔ Estimated views
✔ Estimated shares ✔ Domain authority
OutcomesHave a website? Track goals in Google Analytics
✔ Sign up to a newsletter? ✔ Download information?
✔ Fill out contact forms? ✔ Buy direct from the site?
Google Analytics can be
overwhelmingKeep it simple.
Present the info you need in a spreadsheet
How to bring GA data in Google
sheets
Example automated content spreadsheet
Bringing it together
With so many moving parts, how do you keepthe overview?
Over
150.000 teams use
It’s the fastest growing B2B software ever.
Use it to✔ Collaborate remotely (chatbox) ✔ See team activity (link other software) ✔ Look up things (search, archive)
We haven’t sent emails internally since
0
Pull in social activity And decide who’ll follow up
Listen to conversations And decide who’ll follow up
Display todo’s This are notifications of our content
calendar in Google docs
Display progress This is a notification from project
management system Trello
Search in your history Easily retrieve decisions you made or files you shared
Display progress This is a notification from project
management system Trello
Integrate own software Example where we look for press
releases from clients
HACKINGProject management Email Pitching Follow-up Tracking results Bringing it together
Spreadthe word:
Tweet now
Presentation by PrezlyThe CRM for PR pros
Get a 15-minute demo
✔ Better understand your contacts
✔ Publish your stories online and on social media
✔ Alert your contacts with quick multimedia emails