Google Digital Garage: PR, SEO and online media

ONLINE PR, MEDIA & SEO
Copyright © Unhooked Communications Ltd

• Introduction
• Online PR + Media + SEO
• The Right Content
• Online PR & Content Ideas
• Final Thoughts
ONLINE PR,
MEDIA & SEO
weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble

Why is the relationship between online
PR, media and SEO so important?
weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble

98%
16 – 54s online
80%
Business buyers want
articles
93%
experiences begin
with search engine
95%
Use search engines
12
Times B2B buyers
search before buying
70%
Use smartphones to
go online
24
Hours a week online
70%
Consumers prefer
articles than ads
68%
Consumers like
articles from brands
93%
B2B buying starts w/
online search
weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble

weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble
SEO
•Organic search
•User intent
(research or buy)
•Website traffic
•Get in front of
audience
PR
•Reputation
management
•Brand
perception
•Awareness
•Engagement

weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble
Tech:
How your site is built
Mobile optimised
Domain age
Site speed, secure, user experience
Click through rates, bounce rate, dwell
time
Links:
Inbound, outbound, internal
Follow / unfollow
High domain authority websites
Brand mentions
Social signals/social media
Content:
Keywords (user intent)
Own channels
Third party websites
Headings, meta descriptions, image alt.
tags (tech)
Shareable
How can we improve SEO?

weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble
Tech:
How your site is built
Mobile optimised
Domain age
Site speed, secure, user experience
Click through rates, bounce rate, dwell
time
Links:
Inbound, outbound, internal
High domain authority websites
Brand mentions
Social signals/social media
Content:
Shareable
Keywords/phrases (user intent)
Own channels
Third party websites
Headings, meta descriptions, image alt.
tags (tech)
How can we improve SEO?

weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble
How can we improve PR?
MESSAGE
AUDIENCE
OBJECTIVES
BUSINESS
SOCIAL, PARTNERSHIPS,
PROMOTIONS, OWN
WEBSITE, SOCIAL, EMAIL,
YOUTUBE, PODCASTOWNED MEDIA
PAID MEDIA
EARNED MEDIA
NEWS, STORIES, FEATURES,
COMMENTS, INTERVIEWS,
REVIEWS, INFLUENCERS
SHARED MEDIA
ADVERTORIALS, SOCIAL,
MEDIA PARTNERSHIPS,
INFLUENCERS

SEARCH ENGINE OPTIMISATION (SEO)
Don’t just focus on low DA sites, listings
Targeted content and news (audience and media)
Usual ’outreach strategies’ don’t work with
mainstream news
Think, act and talk like a journalist
Focus on reputation management and brand
perception
News and content that will be read, engaged, shared
Understand the news agenda and cycle – use this to
your advantage (newsjacking/reactive/planned)
Inform, educate, inspire – change attitudes and
behaviours
Focus on what sets you apart from your competitors
weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble
Is your SEO missing PR?

PUBLIC RELATIONS (PR)
Understand links – and don’t miss out on an
opportunity to earn them
What are people searching for? Trending vs evergreen
Listen, monitor and tap into trending topics
How can you maximise ‘share appeal’?
Think about online media needs and requirements
Repurpose content for own sites and channel, as well
as media
Think about ’outreach strategies’, as well as media
Find ways to create the news – beyond ‘traditional’
news
Help the journalists find you – own content and SEO
Measure and use the data available
weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble
Is your SEO missing PR? Or is your PR missing SEO?
SEARCH ENGINE OPTIMISATION (SEO)
Don’t just focus on low DA sites, listings
Targeted content and news (audience and media)
Usual ’outreach strategies’ don’t work with
mainstream news
Think, act and talk like a journalist
Focus on reputation management and brand
perception
News and content that will be read, engaged, shared
Understand the news agenda and cycle – use this to
your advantage (newsjacking/reactive/planned)
Inform, educate, inspire – change attitudes and
behaviours
Focus on what sets you apart from your competitors

weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble

Holidays Europe
Where’s sunny in Europe in May?
Best holiday destinations for families
Half term holiday deals in May 2019
Holiday destinations less than four hour flight
weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble

Holidays Europe
Where’s sunny in Europe in May?
Best holiday destinations for families
Half term holiday deals in May 2019
Holiday destinations less than four hour flight
Holidays in Tenerife family of four May half term
All inclusive holidays Tenerife with kids May half term
One week all inclusive holiday Tenerife flights from Manchester
weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble

How do we choose the right content and
approach?
weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble

Business
Audience
Market
Media
weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble

Business
Audience
Market
Media
BUSINESS
• Objectives
• Product / service
• Brand personality
• Value proposition
• Unique selling points
weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble

Business
Audience
Market
Media
AUDIENCE
• Who?
• Action (think or do)?
• Wants and needs
• Attitudes, behaviours, beliefs
• What are they searching for?
• Where do they hang out online?
weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble

Business
Audience
Market
Media
MARKET
• Competitors
• Industry strengths, weaknesses,
opportunities, threats (SWOT)
• Political, economic, society,
technology, legal, environmental
(PESTLE)
weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble

Business
Audience
Market
Media
MEDIA
• Target audience
• Content opportunities
• Criteria and requirements
• Pressures and constraints
• Measurements and success
• Also – own media channels (content
marketing)
weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble

Website traffic Dwell time Stay and explore Shares Engagement
Unique content Organic SEO Returning visitors Target audience Revenue
weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble

Website traffic Dwell time Stay and explore Shares Engagement
Unique content Organic SEO Returning visitors Target audience Revenue
weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble
NEWS, JOURNALISM, STORIES, EXCLUSIVES

Products Original source
(research, graphs, images)
Additional information
(case studies, stats)
Interactive tool
(calculators, quizzes)
Charity / fundraising /
community
weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble
How can we encourage links back?

Products Original source
(research, graphs, images)
Additional information
(case studies, stats)
Interactive tool
(calculators, quizzes)
Charity / fundraising /
community
Brand mention Quote News story Citation
weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble
How can we encourage links back?
HELPSTOEARN
LINKS
NOGUARANTEE
OFLINKS

PR and content ideas for online media
weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble

weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble
Press
office
News
Products
Case
studies
Features
Q&As /
advice
CSR
Profiling
Reactive
Opinions
Awards
Events
Own
content

weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble
Media
Text
Interviews
Audio
ImagesData
Graphics
Videos

weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble
Media
Text
Interviews
Audio
ImagesData
Graphics
Videos
Press release
Media statement
Written comment /
quote
By-lined features
Reports
Images / photography
Graphs / infographics
Video

weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble
Timely Relevance Location Prominence
Impact Successes Surprise Human interest
Trends Conflict Good news Shareability
What is the media looking for?

weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble

weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble
Business /
product / service
launch
New
appointments
Anniversaries,
milestones
New location /
facilities / shops
(job creation)
Financial results
New contract /
client / tender /
investment wins
Acquisitions and
mergers
Partnerships and
collaborations
Resignations,
closures, cuts,
redundancies
Sales data,
consumer
trends, research
Events, what’s
on, local/niche
interest
Warnings, advice
or useful
information
Business news stories

weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble
The challenge with ‘traditional’ news
Usually small target media – not necessarily broad appeal
One-off piece of content, one ‘hit’
Often no or little reason to link (you need to earn the links…)
Of interest to your network and/or industry but lacks share appeal
Unless you’re a really big business, there’s not always a lot of news

weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble
The solution?
We need to create news and stories that:
• Are in line with your business
• Appeal to your target audience
• Tap into trends / hot topics
• Fit the online media’s agenda
• Generate content to share across own channels
• Encourage social sharing and backlinks
• Support wider business and communications objectives
• Build database, establish new partnerships, download
resources, sales, enquiries
Business
Audience
Market
Media

weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble
What could this look like?

Data:
Data-driven news showing consumer
behavior, attitudes or beliefs. Sales data,
third party research or commissioned
market research. Text and/or visual
graphics. Links back to original source.
weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble

weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble
SALES
DATA

weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble
Data: Key considerations
• Source and methodology:
• Third party market research companies (reputable but at a cost)
• Sales data (big enough?)
• Own research (e.g. Google forms – need big enough responses)
• Google Surveys (can be cheaper option – more general/consumer questions)
• Freedom of Information (long lead in times)
• Third party research (check it’s not been used before)
• Presenting the data
• Written press releases, infographics (but check your target media), photos, expert quotes
• Case studies:
• The media like statistics – but they like people too. Can you find case studies to illustrate the findings?
• Tap into a zeitgeist, current trends:
• Why is now the time to look at the data? What makes it current/interesting?
• Repurpose:
• Different angles for news stories, reactions to news agenda
• Data can be used for approximately a year

Infotainment:
Puzzles, quizzes, challenges and interactive
content designed to keep people on the
page (dwell time) and encourage social
sharing. Links back to original source.
weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble

Events:
Opportunities for pre- and post-event
media activity, as well as during. Creates
unique content. Social media engagement.
Drives traffic to your website for
tickets/registration.
weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble

weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble
Pre-
event
Press
release
Listings
What's on
guides
Online
event sites
Social
media
During Media
Capture
content
Quotes
Social
media
Engagement
Post-
event
Press
release
Own
channels
Future
events
Attendee
follow ups
Social
media

weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble
Events: Checklist and considerations
• Pre-event
• Press release to announce details, speakers, etc for relevant media
• Diary note/event listings for What’s On guides, event calendars
• Upload onto sites like Eventbrite, Meet Up
• Share in relevant Facebook groups, share on Twitter and tag target organisations/groups
• Template blogs, speaker assets, sponsors - get them to share and promote too
• Invite journalists and influencers
• During event
• Media interviews, filming and photography
• Live social sharing
• Create and generate content
• What makes it engaging, shareable, ‘Instagrammable’?
• Get quotes and information for post-event press release
• Post-event
• Post event press release
• Social media
• Email/follow ups with attendees

Stunts:
Visual stunts that get attention, with a
story behind it. Images and videos. Share
appeal. Link back to original source.
weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble

weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble
Stunts: Checklist and considerations
• Tap into emotions: Shocking, surprising, sad, happy, big scale
• Photography and video: Need great content (yes user generated is good, but we also want professional)
• What’s the story? How do you tie in your messages?
• So what? How can you get people to care?
• Prepare your news and press releases before the stunt – don’t do it after
• Don’t forget your own content – remember you want to link back
• Tell the media beforehand – get them involved and invite them
• Think about newswires (e.g. Press Association)

Campaigns:
Creative, integrated and/or
advertisements that get people talking,
sharing, engaging and in turn creates
headlines and news stories.
weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble

weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble
weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble
2 billion reached via news and social media
26,000+ use of #missingtype hashtag
30,000+ new donors registered during National Blood
Week

weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble
Let the media find you Evergreen content
Interactive tools, calculators Your own awards

You’ve got your idea – how do you pitch
and secure media coverage?
weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble

Pitching and securing online media coverage
Media Outlet
Journalist
Content
Pitch
Share
weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble

Media and journalists:
• What does your target audience read?
• Reputable, credible websites
• What topics and opportunities do they have?
• Online searches or media databases (e.g. Gorkana, Roxhill)
• Twitter – journalists very active and often share email addresses
• Regular opportunities/features
• Newsjacking – respond to breaking news and trending topics
• Media requests - #journorequest, ResponseSource, PressPlugs
weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble

Content:
• Press release, statement, media release
• Reports, data, information
• Images – headshots, product photography (lifestyle and cut outs), candid, behind
the scenes – PROFESSIONAL!
• Video
• Interviews
• Don’t forget your own channels – add extra value and a reason to link
weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble

Pitch:
• Email vs phone?
• Short, concise, emails
• Get to the point
• Make it clear why it’s relevant
• Don’t send out content to hundreds of journalists in one go
• Be bespoke and tailored
• Follow up – up to two or three times
• Repackage and repurpose
• Don’t give up!
weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble

Share:
• Get coverage? Share it! Far and wide…
• Thank the journalist and editor
• Remember your own content channels – optimise for key search terms
• Journalists could find you!
weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble

Unhooked Communications:
PR consultancy, monthly retainers, ad hoc projects
Weareunhooked.com | @weareunhooked
PR Unlocked:
Free PR resources, podcast, articles, and full PR course
PRUnlocked.com | @PRUnlocked
claire@weareunhooked.com
@ClaireEGamble
LinkedIn/ClaireGamble
weareunhooked.com
@weareunhooked
Prunlocked.com
@PRUnlocked
Claire Gamble
@ClaireEGamble

THANK YOU

Google Digital Garage: PR, SEO and online media

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