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PRSA #PRSAdiconf keynote presentation by Danny Sullivan of SearchEngineLand.com & MarketingLand.com - focuses on managing PR crises on social media, owning more real estate in search results, and how NOT to pitch journalists.
@dannysullivan Some Perspective Viewers: 4.6
million Facebook Reach: 1.3 million Facebook Reach: 2.6 million Circulation: 1.9 million Facebook Reach: 3.1 million http://www.mediabistro.com/tvnewser/morning-show-ratings-week-of-june-10_b184793 https://en.wikipedia.org/wiki/List_of_newspapers_in_the_United_States_by_circulation
@dannysullivan Who’s Lynton? With 140
characters, no room for full name, title + what he said: If had Twitter account, anyone could click for his full name, title, bio – it’s like a Twitter business card
@dannysullivan Now, a reading, from
the amazing three- part series Ted Ives did for Search Engine Land: Public Relations For SEO: The Complete Guide Public Relations For SEO: How To Target Journali Public Relations For SEO: How To Pitch Journalist
@dannysullivan The ultimate journalist that
every tech marketer would kill to have an audience with has got to be, hands-down, Walter Mossberg at the Wall Street Journal…. I read everything Walt had written for the last six months. In one of the articles, he mentioned “the burning of the Gaspee” …. It’s something that is celebrated yearly in Warwick, Rhode Island (not far from where I live), but almost no one outside the state is aware of it. So, this stuck out like a sore thumb. Why would he mention this obscure incident in such an offhand way? I dug into his biography and found that he had started out his career as a writer for the Providence Journal in Rhode Island — here was my angle!
@dannysullivan I sent him an
email pointing out that I was a Rhode Islander and would he be willing to talk about this new Search Engine we were launching. His response was (I’m paraphrasing here) “sure, I’ll talk to anyone from Rhode Island any time — come down to Washington D.C. and meet me in my office.” This resulted in an hour-and-fifteen-minute meeting where he gave me a great lecture on Nathanael Greene’s role in the Revolution (Walt is a huge Revolutionary War buff) for half of it, and the other half of it, he listened to my pitch and gave me great feedback.
@dannysullivan • Study our content,
to pitch appropriately • Offer unique story ideas • React quickly & efficiently to requests • Offer tips & tidbits that might be useful even if not for an existing client • Are positive, fun & either enjoy the job or give that impression • Twitter is a great place to shine, show a sense of humor Good PR people
@dannysullivan Takeaways • Social &
Search are first-tier media, not after-thoughts • Social lets you talk directly to an audience & draw back directly from them • Search lets you tune-in to a reverse broadcast of interests, questions & concerns • Content, clarity & research are keys to success with search, social & PR generally