Digital Press Relations Tips & Essentials

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A short, brief list of digital PR tips & essentials.

-PR blog posts and press releases views happen mostly on Mondays and Wednesdays. First thing in morning.
-Tuesdays are a bad day to issue a PR or a good story on your company’s blog….people tend to work and stay focus on Tuesdays.
-Fridays are bad. Fridays see very little traffic to content. Everyone is out to lunch on Fridays or gets in late to work.
-If you do send out a press release (wire), post it on your company blog as well = more traction.
-Ideal blog post length is between 1,000-2,000 words.
-Make your PR or story post link-worthy. Do not forget a great image (hi-res) or visual to your digital content like an Infographic.
-All Press Releases and PR campaign’s must contain complementary digital assets in order to get links. Links are symptomatic of good PR.
Twitter is a PR wet dream. Use Twitter for media relations. Busy reporters & reviewers do not answer their phones and receive countless e-mails, but they do pay attention to Twitter! Twitter is a great way to link a press release or a quality company blog post. It adds traction and traffic (value-add). Twitter can also be used to Pitch. Before any pitch has been made on Twitter to @journalist follow them for a few months. Get to know them. If you like what they are doing and reporting, retweet them or give them props! Share their stuff and links to their articles. If @journalist needs info or asks for help, reach out immediately and make it your priority. Help them out, and they will help you out. It goes both ways. Let the reporter know you’ve been driving traffic to their story. Keep the pitch respectful and short. Example: @journalist Do you accept story pitches? @journalist I just sent you an email, take a look when you get a chance. Its a good fit for your outlet.
-Facebook. Yes, @journalist use Facebook as well. @journalist will use Facebook on their own or through their publication page. Share their stories + interact with their readers. Interact with them and become visible by liking and commenting on their posts. Establish a professional relationship.
-Build a journalist / reporter list for your niche. Need to build a good list of Press for your particular product or service? Start with research. A good shortcut is to use JustReachOut. JustReachOut is a website dedicated to finding reporters who have written about your particular product or service. Just add your company’s product category in the search box, and the engine will bring up reporters interested and have written about your industry. Connect with them and reach out.

Lastly, Monitor your analytics for referral traffic. Figure out what works, and what doesn’t.

How to Reach the New Media Influencers

Media is one of the most powerful groups out there. Whether your a big company or a small company, developing relationships with all kinds of media is crucial for your PR campaign. Knowing how to pitch the media is also crucial. Most of the online media world hate PR flacks. The influencer’s such as review site editorial, niche bloggers, or the online and hard copy magazines all have different ways they would like to be approached. For example. I know of one very influential hi-tech gadget blogger that will not look at a PR email blast or a canned email asking to review product. Instead, this blogger wants people to get involved in his blog community first, then pitch him on his FaceBook wall or Twitter. He doesn’t have time to read canned PR email. He wants a 1-2 line pitch he can read FAST and from a person whom he sees in his blog feedback section that’s active in his blog.

How do you find the names, websites, blogs or email address of the influencer’s within in your industry?

Try these resources:

  • www.highbeam.com (Enables searching the blog library, RSS feeds, web to research facts, articles, and journalists in your chosen industry).
  • www.vocus.com (provides a web-based software suite to help find and manage key journalists, analysts, bloggers).
  • www.cision.com (Cision’s MediaSource software enables professionals to compile a general or TARGETED media lists online).

These resources can also have the value benefit of answering questions on how a journalist or blogger accepts pitches or how they like to be contacted. Bloggers are increasing within the media world everyday and attract millions of eyeballs. Within my company I have created a “Bloggers Relations” group inside the Media Relations department. We concentrate on these blogs and establish working, friendly relationships with them. When its time to actually pitch the product or service, our blogger relations people have an easy time convincing the blog editorial on our newest product or service. mediabistro.com is also a great resource for pitching tips and classes.