david craig
TRANSCRIPT
Achtung, baby!
Using PR to increase your
VISIBILITYonline and offline
David Craig, presenter
Strategy first, then tactics.
• Reach new customers?• Reach current, former,
prospective customers?• Reach general public at
large?
What do you want to accomplish?
• More web hits• More inbound links• More phone calls• More in-store visits• More orders• Awareness (fame, fortune)
Where can PR take your story?
• Broadcast (radio, TV)• Print (newspapers, magazines)• Online (blogs, media websites, press
release sites, YOUR website)
Why media?• Media coverage begets media
coverage• Media outlets post most content on
their websites• This content is archived. It can stay
for years• You can link to this coverage from
your website
Why post on release sites?
• Numerous free press release sites• Stltoday.com offers free press
releaseposting • Can link back to your site• Releases are archived TFN• These releases can rank high in
search
What is a press release?
• Information, not a commercial• Change (new employee, new location,
new partnership, new product)• Event (conference, luncheon)• Award (civic, corporate, etc.)• Charitable effort (scholarship,
cash/volunteer contribution)• Milestone (years, sales, downloads)
Media pitching
• Media have space & airtime to fill• Always looking for new content• Sometimes looking for “same old”
content, but from different source• Looking for something topical/timely• If you don’t know what they want,
call and ask questions!
Are you an EXPERT?
• Can you communicate your wisdom in brief answers and comments?
• Have a product that’s going to amaze?
• Have an event that will interest many?
• Do you have a famous name?• Are you funny?
St. Louis Business Journal
• Very good archiving that turns up in search
• They want dollar figures for “Shoptalk” items and other pitches
• Great for events listings• Great for people (change) listings• Read by many subscribers and employees• Biz Journal sends emails with news
updates in morning and afternoon
St. Louis Post-Dispatch
• Business section Fridays & Sundays• Circulation still significant, especially
Sundays• Most content posted on stltoday.com• Useful for events/people listings• Features/interviews can run a bit longer
than Biz Journal
How do I pitch to media?
• Send email to individuals at outlets• Subject line is vitally important• Info should be basic. WWWWWH. Must
include contact info!• Get media list from United Way for $20 (Call Bev at 314-539-4073) • Get media list from
stlouismetromediaguide.com for $210
What about press release sites?
• Search for “free press release sites”• Do not go for up charges!!!• They can appear in search• Best paid site is PR Newswire • Also: Pitch Engine (1st month free)• ALWAYS include stltoday.com
Social media: a great PR tool
• Post frequently, but not too much• Twitter---to get followers, follow
others. Offer info. Don’t just sell.• Facebook---Photos, videos,
entertaining content. Keep business Facebook page on business.
• Youtube---Keep it short. (#2 search)• Foursquare---Foot traffic• Blog---Make the commitment!
Email Marketing
• Constant Contact, Marketvolt, My Emma, Sendstream, Vertical Response
• Include links to homepage and landing pages in each email
• Subject line vitally important• Minimal amount of copy• Photos are good• Share useful, entertaining info with
your sales pitch
More on email marketing
• Harvest email addresses via your website: visitors/purchasers
• Walk-in customers: fill out card• Business cards• Include “forward to a friend” option• Include “join our mailing list” option• Archive and post links on website• Downside of email marketing: 25% opens!
How to write a press release
• Short paragraphs• Get to the point• Enthusiastic but factual• Edit, edit and edit some more• AVOID JARGON• Have someone else proofread• Remember who is reading this• Don’t be too cute or funny
Another PR tool: the Op-Ed
• St. Louis Post-Dispatch is looking for topical input from the community
• Is there a public issue or pending legislation that affects your business/ industry/neighborhood/charity?
• Present your position in 700-750 words
• Use newspaper length paragraphs
Website basics
• Phone number• Address (are you local?)• Who are you?• What do you do?• Email address or contact page• News releases!
Can I do this myself?
• As with auto repairs and house painting, yes, you can!
• Just do it• Be objective • Get other opinions• Consult a professional when necessary• When you get coverage, follow up with a
handwritten thank you note• Remember: media coverage begets media
coverage
