Lexi will share her PR tactics and strategies she uses to design and promote campaigns. Her focus will be on how PR stunts, such as creating ‘real life’ products and events can make a huge difference to online outreach success. She will highlight the methods for assessing creative campaigns for PR-ability and how machine learning and AI can help us do that.
4. •Consistent truths about successful
stunts
•Talking clients into stunts
•Leveraging Publishers AI to create
PR stunts
•Making impactful things easier and
quicker
AGENDA
20. 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."
43. Overview of Bathroomsweets.com
Resultsto date
• Coverage hits: 133
• High links: 72
• Medium links: 56
• Average DA of linking site: 54
• Broadcast: 3
• Total circulation: 357,545,235
Link details
We only count each unique link on a page, as such if a post
links to the same place more than once this is only counted
as one link.
• High - Links with a DA 40 an above
• Medium - Links with DA 20-39
• Low - We don't count anything with a DA 19 or below
44. Stunts on a budget
- The importance of knowing your
clients business and product
45. Micros sites and links
GA
B
C D
E
F
YourDomain.co
m
A
B
C D
E
F
Worse Better
YourDomain.co
m
49. “Tickle the public, make ‘em
grin, the more you tickle, the
more you win” - Harold Evans
50. “I want three times the amount of links and
coverage”
51.
52.
53.
54.
55. Phase One:
Launch duckling
search in National
newspaper and job
description details
on duck tester site.
Phase Two:
Reveal interview
imagery and
announce
shortlisted
ducklings.
Phase Three:
Announce winning
‘ugly’ duckling via
press media alert,
share details of
owner.
56. You need a face to story…beyond a duckning Duck
• Duck owner and
‘Gilbert’ the winning
duck.
• Quoted as the owner,
to be shared with
local and national
press.
• Quote and media
alert to be
shared before launch.
74. Title goes Here
74
Results: The campaign built over 66 inbound links with an average domain authority of 41. As
well as 52 inbound links with unique linking root domains.
Alongside TV coverage on NY1 TV News, Cleveland 19, the Discovery Channel Canada,
USA (CBS) 9 News, and Good Morning America on ABC
76. •Consistent truths about successful stunts
•Talking clients into stunts
•Leveraging Publishers AI to create PR stunts
Making impactful things easier
and quicker
AGENDA
82. Journalists Consulting Board
managing journalistfeedback onpress materials, content
ideas,pitches, press invitations, media centres etc.
We anonymise the clients when sending content to
them to review. experts
84. Dr Claire Asher – Academic liaison
Is a professional science legislation
communicator and an active journalist.
She writes for New Scientist, BBC Earth,
ScienceNOW, The Scientist, and Nature News.
She works with us to support relationships with
academics and researchers Academic experts
89. •Consistent truths to successful stunts
•Talking clients into stunts
•Leveraging Publishers AI to create PR
stunts
•Making impactful things easier and
quicker
Summary
