Aka "Press & Bloggers Don't Give a Shit About You" My Pubcon 2016 Las Vegas presentation on information diffusion, hypodermic needle theory, two step flow theory, social and influencer network mapping, how to identify the source of news coverage, brands becoming publishers, how to evaluate potential links and authors, how to track the evolution of a headline, the rise and decay of stories, and more!

1. Press & Blogger Outreach
for Link Building
Rhea Drysdale | Oct. 11th 2016
#Pubcon @Rhea @OutspokenMedia

2. Let’s give this
session a new title
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3. Press & Bloggers Don’t
Give a Sh*t About You
Rhea Drysdale | Oct. 11th 2016
#Pubcon @Rhea @OutspokenMedia

4. I love tracking
information diffusion!
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8. Then I did it again,
but on a local level…

10. We had 4 news crews
show up in a few hours!
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11. “Here’s my card.
Call or email me anytime
you have a good story.”
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12. What was the secret?
Asking for help.
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13. Want to know another secret?
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14. Want to know another secret?
I hate doing this for clients.
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15. Radical ideas and
newsworthy statements
are opposite of how you
probably do business.
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16. At Outspoken, we have to
control the content &
distribution process or
results are compromised.
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17. The media doesn’t give a
shit about you unless you
have a good story and they
have time to cover it.
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18. Because we don’t live in
this world anymore…
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Image: https://deanbeech.wordpress.com/boa-tvfilm/audience-theories/hypodermic-needle-theory/

21. The truth is, we
NEVER lived in
that world.
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22. We live in a personalized,
cross-device world.
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24. http://www.theatlantic.com/technology/archive/2016/05/how-many-stories-do-
newspapers-publish-per-day/483845/
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25. Information is rarely
received directly from
the source.
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Google Trends:
“influencer marketing”

28. Identify influential groups
and their networks
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29. Follow the trail
Hashtags, URLs, retweets, headlines, quotes
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30. Where did they get
their news?
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31. Where did the source
of their news get their
news?
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32. Where did that
source get their
news?
Etc…
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33. Map network overlap
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34. Start at the beginning
with a story as it breaks
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35. Social Seeder Sites from my post:
- http://hotair.com/about/ - political
- http://www.dailykos.com/ - political
- http://www.theblaze.com/ - political
- http://techaeris.com/ - technical
- https://www.engadget.com/ - technical
- https://www.techdirt.com/
- http://jezebel.com/
- http://www.democraticunderground.com/
- http://gawker.com/
- http://techchuck.com/
- http://boingboing.net/
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36. Follow the headline
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42. It’s not just about
traditional press and
bloggers…

43. Everyone wants to be
a publisher
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Relevant
&
natural
Irrelevant
&
natural
Relevant
&
unnatural
Irrelevant
&
unnatural

54. Be cautious of things
like this:
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55. Unnatural, irrelevant surge in
referring domains = AHHHHH!
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56. Check the author’s
content…
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57. Create a quality score
for outreach targets
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58. Consider the news cycle!
Rise & decay pattern of story
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59. Don’t forget about
opinion dynamics &
PSYOPS…
A talk for another time involving drinks later on…
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60. Always remember your
reputation and WHY you
need coverage.
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62. Read the guide here:
outspokenmedia.com/reputation-marketing/
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