Unleash your inner Public Relations geek
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Public relations needs more geeks. It’s a new world of SEO, SEA, SMM, PPC,.. Can you keep up? It’s time to get your PR geek on. Follow along for an overview of hacks to the PR workflow: - Project management - Email - Pitching - Outreach - Keeping an overview
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Unleash your inner Public Relations geek
- 5. Timeto GET YOUR GEEK ON
- 6. LET’S HACK Project management Email Pitching Follow-up Tracking results Bringing it together
- 10. Checkthis5-minguide Looks cool. Worksextremelywell. It’s an efficient, collaborative way to manage projects.
- 11. Thisisthesoftwareweuse:trello.com ✔ Intuitive ✔ Flexible ✔ Reduces email 🚫 Can get messy
- 13. ✔ Low and high level tasks ✔ Transparency for clients (they see what you do) ✔ Removes need for email ✔ Templates for faster, better work asana.com
- 14. Email
- 18. It’s about how to reclaim your email, your attention, and your life. That “zero?” It’s not how many messages are in your inbox – it’s how much of your own brain is in that inbox. Especially when you don’t want it to be. Merlin Mann Writer, Speaker, and Broadcaster Moreaboutinbox0
- 19. Thise-mailadd-on workslikeacharm: BOOMERANG Throw away e-mails and return them when you need
- 21. Pitching
- 22. Offering a story to an influencer… PITCHING =
- 23. 49 … together with other people.
- 25. make yours count
- 27. Every,single pitch that is researched and targeted is 100% effective. If you build a relationship with a blogger or a journalist and you pitch them what you already know they write about, you will hit a homerun every time. Gini Dietrich CEO Arment Dietrich Author @spinsucks Readon: HowtoPitchaStoryLikeaPro
- 28. Find relevant contacts Know their needs Pitch visually 1 2 make Sure to 3
- 29. You can find all influencers online:
- 30. GEEKS are here! But don’t fear, A hard part can be finding their e-mail address
- 31. Guess email addresses with an Email Permutator
- 32. Guess email addresses with an Email Permutator (it makes a list of emails)
- 33. Install a mailbox add-on like Rapportive to check which one works More tricks
- 34. STOP Before you pitch, make sure you know what’s on your contacts’ minds
- 35. Find them on social media with MailMatch
- 36. Follow them on social media Read their updates every day ✔ Build multiple lists ✔ Keep them manageable ✔ Interact ✔ Combine strategic & conversational msgs
- 37. Also read their articles subscribe to updates of digital articles in Feedly
- 38. Pitch visually
- 39. We process visuals 60,000 times faster than text
- 40. 9.7x 7.4x+ + + 4.3x 1.8x = Attachments, soundbites, charts, interactive,… Multimedia content gets viewed a lot MORE 9.7x
- 41. Send visual pitches (that load fast)
- 42. I begged, begged, PR professionals to send video and multiple photos with their news releases. Clay Morgan Former editor, The Daily News Journal ”
- 44. More on pitching in this quick slide deck:
- 45. Follow-up
- 46. In software sales, If you follow up with web leads within 5 minutes, you’re 9 times more likely to convert them SPEED MATTERS Source 〉
- 47. Use the DRY principle of software design: Don't Repeat Yourself The same applies when selling stories: Follow up fast
- 48. Save time with canned replies shared by the team with Yesware
- 49. Anticipate replies by tracking the responses to your emails with Yesware
- 50. In sales, 80% of non-routine sales occur only after at least five follow-ups PERSISTENCE PAYS OFF Source 〉
- 51. Given the email onslaught we all suffer from, it is relatively easy for good releases to get overlooked, or simply lost. In such a case, an email reminder (or tweet, if the reporter is fairly conversational on Twitter) can help. Shonali Burke CEO Shonali Burke Consulting Founder #measurePR Readon: TheArtofthePerfectPressReleaseFollow-Up ”
- 52. When reaching out to multiple people, you can save time with automated sequences ✔ Define a small, specific list of contacts ✔ Create sequences of emails ✔ They automatically get sent if the contact didn't reply ✔ It feels like manual follow-up, but it isn't
- 53. It’s possible to set this up with Outreach
- 54. You can share sequences with your colleagues, tune emails and measure the succes of different templates and sequences
- 55. Tracking results
- 56. bad at proving their value PR have always been
- 57. With digital analytics tools there’s no excuse
- 58. There are plenty of ways to measure Outputs & Outcomes
- 59. Your first step? showing reach with coverage books Outputs
- 60. Keeps the junior PR’s busy: Repeat X times: 1) Go to site. Take screenshot. 2) Paste in Powerpoint. 3) Look op domain value in Opensite Explorer. 4) Paste in Powerpoint. 5) Look up social shares in Buzzsomu. 6) Paste in Powerpoint. Bye bye afternoon.
- 61. Do this in minutes with Coveragebook ✔ Screenshots ✔ Estimated views ✔ Estimated shares ✔ Domain authority
- 62. Outcomes Have a website? Track goals in Google Analytics ✔ Sign up to a newsletter? ✔ Download information? ✔ Fill out contact forms? ✔ Buy direct from the site?
- 64. Google Analytics can be overwhelming Keep it simple. Present the info you need in a spreadsheet
- 65. HowtobringGA datainGoogle sheets Example automated content spreadsheet
- 67. With so many moving parts, how do you keep the overview?
- 68. Over 150.000 teams use It’s the fastest growing B2B software ever.
- 69. Use it to ✔ Collaborate remotely (chatbox) ✔ See team activity (link other software) ✔ Look up things (search, archive) We haven’t sent emails internally since 0
- 70. Pull in social activity And decide who’ll follow up
- 71. Listen to conversations And decide who’ll follow up
- 72. Display todo’s This are notifications of our content calendar in Google docs
- 73. Display progress This is a notification from project management system Trello
- 74. Search in your history Easily retrieve decisions you made or files you shared
- 75. Display progress This is a notification from project management system Trello
- 76. Integrate own software Example where we look for press releases from clients
- 80. Whythis presentation? We’re a team of geeks that build PR software.
- 81. Presentation by Prezly The CRM for PR pros Get a 15-minute demo ✔ Better understand your contacts ✔ Publish your stories online and on social media ✔ Alert your contacts with quick multimedia emails