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Digital Public Relations!
Joshua Steimle
josh@mwi.com

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Digital Public Relations
Intro

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Digital Public Relations
Contact Me
josh@mwi.com

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Digital Public Relations
What Is Online PR?
Online media placement that is not
purchased, typically obtained by
influencing media producers.

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Digital Public Relations
3 Forms of Placement

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Digital Public Relations
Feature Stories

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Digital Public Relations
Expert Mentions

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Digital Public Relations
Helpful Content

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Digital Public Relations
Feature Stories

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Digital Public Relations

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Digital Public Relations
Expert Mentions

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Digital Public Relations

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Digital Public Relations
Helpful Content

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Digital Public Relations

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Digital Public Relations
Why Online PR?

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Digital Public Relations
Creates Brand Recognition

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Digital Public Relations
Establishes Credibility

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Digital Public Relations
Drives Traffic

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Digital Public Relations
Improves SEO Efforts

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Digital Public Relations
Great For Your Ego

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Digital Public Relations

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Digital Public Relations
How?

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Digital Public Relations
Step 1 - Great Content

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Digital Public Relations
Step 2 - Pitch Publishers

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Digital Public Relations
Pitching The Media
When reaching out to writers, journalists,
bloggers, and other media producers,
DO NOT…

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Digital Public Relations
Do Not…

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Digital Public Relations
Do Not…Use A Shotgun
Instead, customize your pitch.
It’s obvious when you don’t.

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Digital Public Relations
Do Not…Tell Me You’re Special
Show me.
In 5 seconds or less.

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Digital Public Relations
Do Not…Tell Me I Can Help You
I’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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Digital Public Relations
Do Not…Ask To Talk On Phone
Offer, don’t ask.

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Digital Public Relations
Do Not…Think About Yourself
Make it about the writer/publisher.

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Digital Public Relations
Do…

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Digital Public Relations
Understand What I Want
As a writer, I want my
article here.

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Digital Public Relations
Know What I’ve Written
If 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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Digital Public Relations
Know My Interests
I write about Hong Kong, entrepreneurship, and
online marketing. But preferably all three.

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Digital Public Relations
Offer Something Valuable
“I notice you write about companies like mine,
and that you write for several publications, but
not TechCrunch yet. I have an idea for an article
that could get both of us in TC.”

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Digital Public Relations
Tell Interesting Stories

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Digital Public Relations
But I’m Not Interesting

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Digital Public Relations
Nonsense!

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Digital Public Relations
You Are An Expert

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Digital Public Relations
5 Ways To Create
Interesting Stories

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Digital Public Relations
1. Problem-Agitate-Solve

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Digital Public Relations
2. Tie-in

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Digital Public Relations
3. Tell Secrets

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Digital Public Relations
4. Top 10 Lists

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Digital Public Relations
5. Interview Someone

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Digital Public Relations
Once You Have A Story…
Channels, People

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Digital Public Relations
Channels
Industry websites
Niche websites
Blogs
Influential social media accounts
Media-sharing websites (YouTube)
Social networks
Forums
Wikis
Top-tier websites

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Digital Public Relations
People
Channel first in most cases
Create a profile for a handful of writers
Pitch one story to one writer at a time
Learn something from each interaction

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Digital Public Relations
Case Studies
How businesses have successfully pitched me.

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Digital Public Relations
Case Study 01
SEO Gadget, Infographic

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Digital Public Relations
Case Study 02
HWTrek, Advice & Coffee

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Digital Public Relations
Case Study 03
MySugr, Timing

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Digital Public Relations
Case Study 04
Hong Kong Visa Geeza

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Digital Public Relations
Case Study 05
HK Commons

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Digital Public Relations
HARO
Help Out A Reporter (HARO)
HelpAReporter.com

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Digital Public Relations
Keys to Success w/HARO
Respond 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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Digital Public Relations
Questions