Lexi Mills' slides from dmsso17

1. Integrated PR SEO: strategic and tactical

3. Marquis Communications
V

6. Agenda
• Designing and executing impactful integrated PR SEO
• Ideation
• Idea development
• Execution
• Big Data and AI
How big data and AI is shaping the behavior of internet users, brands and
publishers.

7. Ideation

11. Crypto trends

14. Often the data is not
the story…. The
context is

15. Perspective can be
more important than
fact

22. “Mary Berry may have hung up the GBBO
apron in favor of a crypto wallet.
A wise choice, new research today revealed
that bitcoin has surpassed that of cupcakes
and are on target to supersede interest in
cats.”

23. @leximills

24. Results Coverage hits: 133 -- High links: 72 --- Medium links: 56

26. •Literacy vs chocolate

31. Steven Spielberg, "I like ideas, that you can hold
in your hand. If a person can tell me the idea in
twenty-five words or less, it's going to make a
pretty good movie."

34. “F**k me! I haven’t heard that before!”

38. IMAGE CREDIT: http://www.flickriver.com/photos/retinalfetish/400347955/

41. Structuring IG’s for PR
41

42. 42

43. Sometimes the gold
dust is where there
isn’t data

45. Top 10 global selfie sites
Eiffel Tower, Paris (10,700)
Disney World, Florida (9,870)
Burj Khalifa, Dubai (8,860)
Big Ben, London (8,780)
Empire State Building, New York (8,430)
Sagrada Familia, Barcelona (4,970)
Disneyland Paris (4,740)
Colosseum, Rome (4,670)
Top of the Rock, New York (4,290)
London Bridge (3,820)

48. Top 10 global proposal sites
Disney World, Florida (59,700)
Times Square, New York (45,500)
Central Park, New York (33,600)
Top of the Rock, New York (32,700)
Disneyland Paris, Paris (8,480)
Universal Studios Florida, Florida (5,650)
Eiffel Tower, Paris (5,420)
Grand Canyon, Arizona (4,470)
The London Eye, London (4,080)
The Empire State Building, New York (3,470)

49. Learn from your research companies

50. Excel often is not
the answer…leg
work is

51. Content --> Outreach

53. Content to Outreach
handover process

60. Media
materials
drafting
Prospecting
Soft selling
to.. news
and picture
agencies?
Launch Media follow-up
Pre-launch Launch Post-launch
Press release
Outreach
email
Quotes
Visuals
Interviews
News
Specific
journalists
Trade/busin
ess
Through
email and
phone
Confirm
exclusives
Outreach process
News desk
selling
Soft selling
to media
features

61. Scottish News
Agency

62. Media
materials
drafting
Prospecting
Soft selling
to.. news
and picture
agencies?
Launch Media follow-up
Pre-launch Launch Post-launch
Press release
Outreach
email
Quotes
Visuals
Interviews
News
Specific
journalists
Trade/busin
ess
Through
email and
phone
Confirm
exclusives
Outreach process
News desk
selling
Soft selling
to media
features

64. Media
materials
drafting
Prospecting
Soft selling
to.. news
and picture
agencies?
Launch Media follow-up
Pre-launch Launch Post-launch
Press release
Outreach
email
Quotes
Visuals
Interviews
News
Specific
journalists
Trade/busin
ess
Through
email and
phone
Confirm
exclusives
Outreach process
News desk
selling
Soft selling
to media
features
Spokesperson
headshot and
bio’s
List of
places for
by-lines and
opt eds
Agree list of
titles
Pitch and place

66. 3 Step outreach process

71. Tell them what the subject
line of your email will be

72. Put your trend terms in the
subject line

75. over 50% of content has to come from it

78. “Through automation, we’re providing
customers with 12 times the corporate
earnings stories as before, including for a
lot of very small companies that never
received much attention,” said Lisa Gibbs,
our global business editor.

80. When to mail merge?

84. • Be human and playful
• Use your tools creatively
• Don’t try to win on round one

85. Thank you
Info@leximills.net