Want to know how to cultivate organic media mentions that attract and keep your ideal clients?
Officially, PR can be defined as “managing the spread of information between an individual or an organisation (such as a business, government agency, or a nonprofit organisation) and the public.”
So it’s actually a really broad definition and doesn’t just involve sending press releases to journalists.
Traditionally, ‘high level’ PR consists of landing coverage for your brand in print or online media publications (not blogs, forums, social media platforms etc).
And if PR and SEO had a baby …
Due to the ‘rise of the digital age’, PR has overlapped with SEO and digital marketing to form Content Marketing / Content PR.
So, Content PR doesn’t have to be a huge step from digital marketing / SEO, it’s just that you are having to interact and give more to journalists/publishers/writers and make use of any existing relationships you might have.
Erm, can you define ‘Content’?
1. something that is to be expressed through some medium, as speech,writing, or any of various arts: a poetic form adequate to a poetic content.
2. significance or profundity; meaning: a clever play with powerful content.
3. substantive information or creative material viewed in contrast to its actual or potential manner of presentation: publishers, record companies, and other content providers; a flashy website, but without much content.
4. that which may be perceived in something: the latent versus the manifest content of a dream.
5. philosophy, Logic. the sum of the attributes or notions comprised in a given conception; the substance or matter of cognition.
Content is the new online currency!
And landing a great mention in the right place and time is worth it’s weight in gold!
The internet has changed the PR game completely – we’re now competing with Google, reddit and social media as the best source for story leads.
Luckily, journalists are utilising brands’ social clout and ‘audience share’ more than ever.
Rise above the Racket
In ‘the old days’ you could just send a press release out en masse to journalists and they would be grateful to have the information without doing the legwork to hunt it down.
Nowadays, inbox traffic is high in quantity, and low in quality. Email pitches are jostling with spam, e-newsletters, pressing emails from bosses, colleagues, sources AND MORE!
Journalists have to reduce the onslaught somehow …
A little bird told me …
My secret? I always try to engage a journalist through Twitter, before sending an email pitch. Better yet, I just tweet them the link to the press release (which should be on a SEO optimised blog/web page – NOT in a downloadable MS Word doc/.pdf).
News in this day and age tends to break on Twitter FIRST. The 140-character medium works in real-time and gets straight to the point – perfect for a journo seeking a juicy, UNIQUE and AUTHENTIC story (not ‘PR fluff’).
Authentic, sociable stories SELL
There’s a reason why 70% of marketers are shifting their budgets to original content in 2015.
Compelling, multimedia stories create ‘quality over quantity’ connections that grow naturally over time.
It’s an efficient and effective way for brands to build and retain high-value audiences in both the short and long term.
Let your brand guide you
Content can be lumped into two main groups:
TYPE 1: B2C
Content & coverage specifically targeted to reach potential customers and educate the existing:
This is the coverage that is going to be talking more in-depth about the service itself, announcing news and updates to the service etc - in a way that is valuable to the reader.
It will be written in the Tone of Voice your audience can relate to and will be strategically placed in the type of articles & publications that your audience is reading and relating to.
TYPE 2: B2B
Content & coverage designed for brand reputation and appealing to existing and potential partners:
This is more to use for ‘portfolio purposes’ and to show your *‘clout’ to potential strategic partners (media publications, creative collaborations, stockist etc.)
(*CLOUT? Just like in ‘real life’, we can be measured by our online presence, reputation, notoriety and popularity. More on that here: http://bit.ly/1PjnKrB.)
Conjuring up great content …
The best source for content creation is the person at the heart and soul of a business – YOU!
And you already have access to a bottomless well of resources:
your existing creative process and it’s ‘by-products’!
Human beings are naturally drawn to …
- VISUAL content, on visual mediums
- Getting to peek ‘behind-the-scenes’, and insights into your ‘creative process’
Prove your worth.
Whether you want to prove it to others or just yourself, it’s important for a number of reasons to track your progress … and ensure you are investing your time and effort in the right places!
Plus, analysing data can actually inspire you with new tactics and content ideas.
But what am I measuring and why?
It sounds a bit nerdy, but once you have access to your Google Analytics the rest is easy. If you use Mailchimp you can add that data to your repertoire as well.
Ready to get started?
Your Ultimate Content PR Checklist
- Define your audience; figure out key words and phrases for each audience
- Develop key messages and content themes that align
- Create a media release for each audience if they differ greatly
- Put your main media release ‘on the wire’, as well as a linkable, SEO optimised page (preferably on your website)
- Create a Media/Influencer list and connect with their Facebook, Twitter and any other relevant channels
- Engage key journalists on twitter before your campaign even begins
- Start building a solid community by using Twitter and social media to communicate to in the lead up to launch
- Utilise social platforms, forums, micro-communities and reddit in order to engage (in a way that retains brand integrity!)
- Use Mailchimp if you don’t have access to a distribution tool – just plug your excel media list in and go! The metrics are a huge advantage too.
Understanding how journalists think, work, and want from you!
- PR Daily says: http://bit.ly/1EUQPVN
- Bitesize PR says: http://bit.ly/1FTDOO4
How to write a press release:
What needs to be on your Media Page: