Brighton seo sophie_everett_presentation_final

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Sophie Everett MCIPR

Brighton SEO 2017 speaker presentation: How to package and pitch a story to journalist

Marketing

Sophie Everett
PRODO
How to package and pitch
a story to journalists
@ProdoSophie
https://www.slideshare.net/sophieeverett2

News values?
Be honest!
@ProdoSophie
#brightonSEO

10 News Values
@ProdoSophie
#brightonSEO
1 Magnitude
2 Relevance
3 Power elite
4 Celebrity
5 Entertainment
6 Bad news
7 Good news
8 Surprise
9 Follow-ups
10 The media outlet’s agenda

How do
journalists
want to receive
information?
@ProdoSophie
#brightonSEO

1. Personal connections
@ProdoSophie
#brightonSEO

2. Press releases via email
@ProdoSophie
#brightonSEO

3. Social media
@ProdoSophie
#brightonSEO

4. Search engine
research
@ProdoSophie
#brightonSEO

5. Word of mouth
@ProdoSophie
#brightonSEO

Prepare your press release
@ProdoSophie
#brightonSEO

Distil your story
@ProdoSophie
#brightonSEO

Three is the magic number
@ProdoSophie
#brightonSEO

Have you produced
news-ready copy?
@ProdoSophie
#brightonSEO

A picture paints a
thousand words
@ProdoSophie
#brightonSEO

Don’t forget
video content
@ProdoSophie
#brightonSEO

Find the right people
@ProdoSophie
#brightonSEO

Think about the timing
@ProdoSophie
#brightonSEO

Use a newswire?
@ProdoSophie
#brightonSEO

Email
pointers
@ProdoSophie
#brightonSEO

Sell in? Must I?
@ProdoSophie
#brightonSEO

Get ready for your pitch
@ProdoSophie
#brightonSEO

Always follow up
@ProdoSophie
#brightonSEO

Don’t take rejection too hard
@ProdoSophie
#brightonSEO

Remember to monitor!
@ProdoSophie
#brightonSEO

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It is an exciting and historic time to be in Manila when the entire food, travel and lifestyle industry is booming in the Social Media Capital of the World. As the internet penetration reaches 50% in Manila, there is still a big gap with only 10% penetration of hotels and restaurants engaging in digital marketing. Digital is not a fad, not a strategy, or not just a tool. We are in the Digital Age which is a shift from the traditional ways of the Industrial Age. Digital is a mindset and a paradigm shift on the way we engage brand consumers and clients. Thank you to the Hotel and Restaurant Association of the Philippines for inviting me to share my knowledge on "How to Market your Hotel and Restaurant in the Digital Age." I got an overwhelming appreciation on my talk that I decided to share the presentation with you. Here are 8 practical tips and a case study to empower your business to compete in the digital age: How to Market your Hotel & Restaurant in the Digital Age? (8 Practical Tips + A Case Study) http://www.ourawesomeplanet.com/awesome/2015/08/social-media-marketing-for-restaurants.html

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