what’s changed in how media function in the last few years ...€¦ · customer reviews. those...
Post on 09-Jul-2020
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© Copyright 2015 MichaelSMARTPR, LLC © Copyright 2015 MichaelSMARTPR, LLC
@michaelsmartpr
Pitch Perfect
How smart PR pros ignite the media,
bloggers, and fans to share their message
© Copyright 2015 MichaelSMARTPR, LLC
What’s changed in how media function in the last few years?
• Discuss with your neighbor
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One observation
Traditional media
Producers of
popular social
feeds
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Which describes you best?
• Social media background looking to blend in media relations
OR
• Media relations background looking to blend in social media
• After this session, no distinction necessary
© Copyright 2015 MichaelSMARTPR, LLC
Today’s purpose
Combine the best tools and techniques of social media and media relations to boost success in both.
© Copyright 2015 MichaelSMARTPR, LLC
Examples we’ll discuss include:
• Celebrities’ social media feeds
• Niche Facebook page with 20M followers
• Major market TV newsrooms
• Journalists at top-tier national outlets
• Traffic spikes to owned web sites
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5 SMART tips
1. Expand your universe of potential targets
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Ranked by unique visitors
Traditional media
• NYTimes.com
• WSJ.com
• WashingtonPost.com
• USAToday.com
Merge the two columns and re-rank
Digital-first media
• BuzzFeed.com
• HuffingtonPost.com
• Mashable.com
• Forbes.com
Compete, Dec.
2104
© Copyright 2015 MichaelSMARTPR, LLC
NYTimes.com
Buzzfeed
HuffingtonPost
WSJ.com
Mashable
Forbes.com
WashingtonPost.com
USAToday.com
Ranked by unique visitors Compete, Dec.
2104
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Olympics tie-in
Luge contestant and BYU student Kate Hansen
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Caught dancing to Beyonce
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Jon McBride, BYU
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What’s the takeaway?
Find new outlets – even non-media – that are already reaching your audiences
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Kim Ward, Michigan State
• Pitching physics
• Extinction of science writers
Subject Line: Black Holes Don’t
Entirely Suck….
…because, Elise, Michigan State
University Professor Chris Adami believes
he has plugged the hole in Stephen
Hawking’s black hole theory — the
information paradox hole. Here’s the link to
the release and study:
[continued]
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Your next steps
Identify one new outlet that’s reaching your key audiences that you aren’t pitching.
• What’s the IFLscience in your niche?
• What non-media personality reaches your audience?
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5 SMART tips
1. Expand your universe of potential targets
2. Mimic how journalists are pitching their own content to each other
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My unique training gig
• Client was a media company with a news site that’s Top 25 in page views nationally
• Asked me to train their journalists how to get their work linked and shared by other journalists at other sites
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Short version of what journalists are doing
• Connecting with peers (competitors?) via Twitter
• Start sharing each other’s stuff via Twitter
• Eventually moving convo to email
• In many cases, writing “roundups” that include links to other sites’ work
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“Read & React”
• Consume their content
• Let them know you did!
• Twitter is great way to start – stats later from Gregory
• Or you can go old-school and actually email a journalist!
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Laura Crovo
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If you don’t have time to build up to the pitch . . .
• Just checking them out on Twitter in advance
Millennials changing the way cars are sold
Millennials are avid researchers, so part of the [regional
auto dealership’s] digital/social strategy encourages
customer reviews. Those reviews are then shared on
our various social channels. The social media team also
utilizes programs that allow them to measure
followers/commenters temperature and tone when
talking about our brand and that helps decipher which
content elicits the most favorable and participatory
response.
This is key, as millennials always do their research
before making purchasing decisions.
(more details . . .)
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Next step
• Who thinks doing Reading & Reacting consistently would increase media responsiveness to your pitches?
• Schedule 10 minutes a day to Read & React
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5 SMART tips
1. Expand your universe of potential targets
2. Read & React
3. Involve partners who will bring their own audiences
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Weird Al’s “Tacky” video
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Weird Al’s “Tacky” video
• Starring Aisha Tyler, Margaret Cho, Eric Stonestreet, Kristen Schaal and Jack Black
• Gave exclusive rights to Nerdist.com
• Album hit #1
• (other SM tactics helped too)
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Your next steps
• Who can “star” in your upcoming content and then share with their audiences?
• What content creators can you fund or enable?
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5 SMART tips
1. Expand your universe of potential targets
2. Read & React
3. Involve partners who will bring their own audiences
4. Play by the rules and amplify your work on social sharing sites
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Guess which site?
• 160 million monthly uniques
• 1.8 million registered users logged in each day competing to share useful content
• Yet is studiously avoided by PR and SM reps for organizations?
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But Michael!
• Fiercely protective culture
• They pillory “spammers” and self-promoters
• Handle with care – not for everyone
• But it can be done
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© Copyright 2015 MichaelSMARTPR, LLC
reddit: one PR pro’s results
• Record before using reddit:
30,000 page views to single page on employer’s site
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reddit: one PR pro’s results • Separate pieces of contents’ page views
from reddit:
• 142,000
• 70,000
• 32,000
• Driven 350K total page views
• 20 percent of all traffic to his newsroom
• Journalists saw these and ran with them
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reddit: work within rules
• Must actively post and comment on links NOT from your domain
• Rule of thumb – Only 1 of every 4 links you post should be yours at MOST
• Know the culture of the subreddit you’re posting to
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reddit: build a presence
• Two days a week, post something
• Also comment on other posts
• About 30 minutes a week building a presence
• You’ll see what works, how to write headlines
• What does this sound similar to?
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reddit: then post your own stuff
• Target the largest relevant subreddit
• r/science performs better than r/hydrology
• Should be obvious, but just in case:
• Write headlines strong on reader value
• No hint of promoting your organization
• Also, amplify placements you earn
© Copyright 2015 MichaelSMARTPR, LLC
Not enough time?
• Then don’t experiment with it . . . or:
• Hire an experienced reddit user
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Next steps
• Experiment with posting other sites’ links to reddit
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5 SMART tips
1. Expand your universe of potential targets
2. Read & React
3. Involve partners who will bring their own audiences
4. Amplify on social sharing sites
5. Mimic content that performs well online when pitching influencers
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What formats get page views?
• Think Buzzfeed . . .
• Photos
• Videos
• gifs
• Listicles
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Nancy Crowley, San Francisco
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Kristy Kennedy, rbb PR
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Top math student in the nation
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Mathletes rap video
• Shot in one 3-hour session
• Cost $500
• All “talent” from within department
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Video
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Next step
Change one upcoming pitch into a piece of content to share.
© Copyright 2015 MichaelSMARTPR, LLC
5 SMART tips
1. Expand your universe of potential targets
2. Bring in partners’ audiences
3. Amplify on social sharing sites
4. Read & React
5. Mimic what performs well socially when offering ideas to influencers
© Copyright 2015 MichaelSMARTPR, LLC
Next steps • ID one non-traditional outlet that reaches
your audiences
• Schedule 10 mins/day to Read & React
• Find a “star” who will bring their audience
• Experiment w/ posting links to reddit
• Change one upcoming pitch into a piece of content
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© Copyright 2015 MichaelSMARTPR, LLC
Copyright 2014
MichaelSMARTPR LLC
© Copyright 2015 MichaelSMARTPR, LLC
Bonus tips
Email camille@michaelsmartpr.com
so I can send you:
• Media Relations Road Map
• 5 templates for email pitch subject lines that get your pitches opened
• And then brief weekly pitching tips
© Copyright 2015 MichaelSMARTPR, LLC
Keep in touch
michael@michaelsmartpr.com
@michaelsmartpr
michaelsmartpr.com
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