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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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