1. Digital Public Relations!
Joshua Steimle
josh@mwi.com

2. Digital Public Relations
Intro

3. Digital Public Relations
Contact Me
josh@mwi.com

4. Digital Public Relations
What Is Online PR?
Online media placement that is not
purchased, typically obtained by
influencing media producers.

5. Digital Public Relations
3 Forms of Placement

6. Digital Public Relations
Feature Stories

7. Digital Public Relations
Expert Mentions

8. Digital Public Relations
Helpful Content

9. Digital Public Relations
Feature Stories

10. Digital Public Relations

11. Digital Public Relations
Expert Mentions

12. Digital Public Relations

13. Digital Public Relations
Helpful Content

16. Digital Public Relations

17. Digital Public Relations
Why Online PR?

18. Digital Public Relations
Creates Brand Recognition

19. Digital Public Relations
Establishes Credibility

20. Digital Public Relations
Drives Traffic

21. Digital Public Relations
Improves SEO Efforts

22. Digital Public Relations
Great For Your Ego

23. Digital Public Relations

24. Digital Public Relations
How?

25. Digital Public Relations
Step 1 - Great Content

26. Digital Public Relations
Step 2 - Pitch Publishers

27. Digital Public Relations
Pitching The Media
When reaching out to writers, journalists,
bloggers, and other media producers,
DO NOT…

28. Digital Public Relations
Do Not…

29. Digital Public Relations
Do Not…Use A Shotgun
Instead, customize your pitch.
It’s obvious when you don’t.

30. Digital Public Relations
Do Not…Tell Me You’re Special
Show me.
In 5 seconds or less.

31. Digital Public Relations
Do Not…Tell Me I Can Help You
I’d love to help you, and I’d love to help
the other 20 people who contacted me
this morning, but I can’t help everyone.

32. Digital Public Relations
Do Not…Ask To Talk On Phone
Offer, don’t ask.

33. Digital Public Relations
Do Not…Think About Yourself
Make it about the writer/publisher.

34. Digital Public Relations
Do…

35. Digital Public Relations
Understand What I Want
As a writer, I want my
article here.

36. Digital Public Relations
Know What I’ve Written
If I just wrote a story about your competitor, what
are the chances I’m going to write a similar story
about your company?

37. Digital Public Relations
Know My Interests
I write about Hong Kong, entrepreneurship, and
online marketing. But preferably all three.

38. Digital Public Relations
Offer Something Valuable
“I notice you write about companies like mine,
and that you write for several publications, but
not TechCrunch yet. I have an idea for an article
that could get both of us in TC.”

39. Digital Public Relations
Tell Interesting Stories

40. Digital Public Relations
But I’m Not Interesting

41. Digital Public Relations
Nonsense!

42. Digital Public Relations
You Are An Expert

43. Digital Public Relations
5 Ways To Create
Interesting Stories

44. Digital Public Relations
1. Problem-Agitate-Solve

45. Digital Public Relations
2. Tie-in

46. Digital Public Relations
3. Tell Secrets

47. Digital Public Relations
4. Top 10 Lists

48. Digital Public Relations
5. Interview Someone

49. Digital Public Relations
Once You Have A Story…
Channels, People

50. Digital Public Relations
Channels
Industry websites
Niche websites
Blogs
Influential social media accounts
Media-sharing websites (YouTube)
Social networks
Forums
Wikis
Top-tier websites

51. Digital Public Relations
People
Channel first in most cases
Create a profile for a handful of writers
Pitch one story to one writer at a time
Learn something from each interaction

52. Digital Public Relations
Case Studies
How businesses have successfully pitched me.

53. Digital Public Relations
Case Study 01
SEO Gadget, Infographic

54. Digital Public Relations
Case Study 02
HWTrek, Advice & Coffee

55. Digital Public Relations
Case Study 03
MySugr, Timing

56. Digital Public Relations
Case Study 04
Hong Kong Visa Geeza

57. Digital Public Relations
Case Study 05
HK Commons

58. Digital Public Relations
HARO
Help Out A Reporter (HARO)
HelpAReporter.com

59. Digital Public Relations
Keys to Success w/HARO
Respond quickly
Include “HARO - [story request]” in subject line
Give them what they want, nothing extra
Give them what they want in the first sentence

60. Digital Public Relations
Questions