www.digitalvidya.com

Digital Marketing Webinar

The Perfect Recipe for Digital PR

November, 20, 2015, Dr. Som Singh, Founder, Unspun Consulting Group

Key Takeaways

S. No. Takeaways

1 What are the essential PR ingredients

2 Learn the process involved

3 How a generous media list helps

4 What are the engagement patterns and recommendations

5 Find out the useful tips

6 How different content tools can help

7 Learn about the free tools

8 How sometime paid tools can also help

Digital PR – Essential Ingredients

“A good PR story is infinitely more effective than a front page Ad” - Richard Branson

One product

A generous helping of a media

list

A favorable pitch note

Social media extensions*

Well planned social media strategy

Time to Start: Depends on how efficient you are

Effect: It takes a while so be patient!

End Result: A whole lot of press

people!

PR – Process • STEP – 1

• Create an effective Boiler Plate* for the company

• Play around with the description of the product until you come out with a perfect pitch note*

– STEP – 2

• Incorporate the pitch note with pain points that your product is solving

• STEP – 3

• Divide your Media List* into the following categories

• Calibrate your outreach in terms of the significance of your message and the stage of your business

o Media writing about people/product/company

o Trade Media

o Financial Media

o Mainline Media

o Tech Blogs / Websites / News Portals

*All offline publications today have a tremendous online visibility to garner maximum

brand/product/person awareness

The Media List

• The essence of a PR plan lies in your media list and how well it is organized. Think of the list as the basic and essential element that will bring out the right aspect of your product/company

• Here are a few groups across Facebook, where you can request people to share relevant media lists –

https://www.facebook.com/groups/medialist

https://www.facebook.com/groups/mediamovements

https://www.facebook.com/groups/media.update

Media Engagement Type & Recommendations

Media Type Frequency Significance of Pegs Impact

Press Release 1 / quarter 5 5

Exclusive Pitch Note 1 / month 3 3

Press Interactions 1 / fortnight 2 Depends

Huddles (casual meet ups) 1 / fortnight 0 1

Mailer / Newsletter 1 / weekly 1 1

• To make sure your PR is well received at all times and to ensure your start up gets the much needed boost to get noticed

• Select the media type keeping in mind the strength of your message and the stage your

venture is in

PR – Tips • CONTENT MATTERS

• It's a good story that interests the journalist to pick up for the publication. Make sure you have a storng content strategy in place

• SPOT TRENDS

• It is very important to link your business or key achievements to what is happening around the economy

• DON'T STOP ONCE YOU START

• PR is not a one time activity. Once you start, build momentum and maintain it with regularity

• Call journalists and media people and keep sharing new happenings in your company

• Send some accessories to them that they can use in their styling section (if you are running an apparel or jewelry business)

• It is not just about sending an article, but building relationships

• Whenever your product gets covered, share the article/video on your social media extensions to garner more mileage

• Always research more about the reporter, before writing to them

• Make sure your pitch has the right profile of the spokesperson

• Talk to the journalist about their previous stories, and how they approached it

Free Tools Content Creation

Plagiarism Checks

It is always better to ensure that the content generated is not replicated from anywhere

This online checker is a good reference

Handy for blog and article writing

AutoCrit

About AutoCrit • An excellent tool for non-writers

• Web content writing is serious part of company's public relations online, and crappy copy can really affect your bottom line

Pros • AutoCrit will let you know when you're overusing words, when your sentence structure needs to be overhauled and when your

spelling is off.

• It's basically a better version of Word's editor, and it'll help keep your web copy on the level it

• Free Version available

Cons • Free version is limited up to 500 words

Free Tools

Press Release

Instant Press Release

Allows you to create\write\format press releases in globally accepted formats

It’s a free tool that is user friendly and has the basics of the press release fully covered

Its an excellent tool for formatting not for content creation

Leveraging Infographics

• Infographics are the next big thing and help disseminate information in an interesting format

Creating Infographics

Visual.ly

Infogr.am (For statistic

related infographics)

Easel.ly

Paid Tools

Blogging & Social Media Tools

Pitch Engine

A forum to connect with journalists of specific beats

A novel concept and has a great reach

Reasonably priced and works on monthly

subscriptions

GroupHigh

Blogger outreach tool. Excellenet for research and

reaching out to bloggers

Adds on to the SEO, site traffic and SM information

Tad expensive, and works with yearly subscriptions

only

MuckRack

The best in class to connect with journalists and

bloggers

Wide range of topics discussed, includes human

interest stories

May not be relevant for B2B tool promtions

Help a Reporter Out

Connect with journalists directly to know what

stories they are working on

Journalists reach out to you directly. Receive upto 3

mails everyday. More direct and more personal

May help in establishing long-term relationships

with journalists

Wires

Vocus\Cision Business

Newswire PR Newswire

PR Log India PR Web

A few paid release dissemination options

Price depends on circulation and geography opted for release dissemination

Blogging & Social Media Tools - Free Your Pitch Sucks

• Works as a forum to review your pitch notes • Excellent tool for independent PR professionals\freelancers • It’s a free tool. A forum to connect with professionals

Zemanta

• For bloggers\publishers & advertisers • Zemanta recommends your content to diverse network of engaged communities and brings

new readers to your site • Its an open source tool, standards based and user friendly • Doesn’t have a great interface and UI, however, information available is vast

Twellow

• A multi-category platform to connect with stakeholders on Twitter • Connect with the right audience and follow the right people on Twitter • A forum to discuss various topics • A Twitter search engine of sorts

Additional Resources

• It is a good idea to stay updated about trends and new ideas in the space. Subscribe to the following to stay in tune

National Entrepreneurship Network

We at Unspun can assist you market your product the

right way.

Get connected!

Write us at info@unspunmarketing.com

Thank You