How to gain leads within the journalist space and get your brand talked about

online

Firstly, press coverage is getting harder!

The changing media landscape…• Less space and more competition

• Less opportunities for product placement

• Journalists use analytics such as search (where their stories appear on Google News) social media engagement and on-site analytics

• Added extras (graphics/videos/fact boxes/case studies are crucial)

• Links to online and broadcast are in demand

• Fewer journalists with less time on their hands

Stay relevant but not promotional in order to gain coverage

Understand that creativity will always achieve success

Build relationships and trust

Who is our audience?

What and where are they having conversations

online?

How can we add value to the conversation?

1 - Audience/Conversation Research

Buzzsumo

YouGov Profiler

Answerthepublic

Twitter Chats

#Hashtags• #BBloggers

• #LBloggers

• #FBloggers

• #Tbloggers

• #Fdbloggers

• #BloggerMeet

• #BloggerEvent

• #MCRBloggers

• #SheffieldBloggerMeet

• #LeedsBloggers

2 –How can you add value? (content creation)

Opportunities

Surveys

Newsjacking

Infographics/ Interactive graphics

Data

Expert commentary/

insights

Client PR/Marketing

activityIssue Led

RS Opps

Competitions

Events

FOI

3 – Seeding to press

Your PR pitch should be the cherry on topand your email subject is the single most important part of your pitch!

Because…

The Full Package• The story

• Images

• Fact boxes

• Informal panels

• Video

• Commentaries

• Analysis

• Case Studies

A few worthwhile exercises/tools

#Journorequest

Twitter lists/Tweet Deck

Inspiration meetings/boards

Daily News Review/Live Blogs