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

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

2. News values?
Be honest!
@ProdoSophie
#brightonSEO

3. 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

4. Remember to
tell the TRUTH

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

6. 1. Personal connections
@ProdoSophie
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7. 2. Press releases via email
@ProdoSophie
#brightonSEO

8. 3. Social media
@ProdoSophie
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9. 4. Search engine
research
@ProdoSophie
#brightonSEO

10. 5. Word of mouth
@ProdoSophie
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11. Prepare your press release
@ProdoSophie
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12. Distil your story
@ProdoSophie
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13. Three is the magic number
@ProdoSophie
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14. Have you produced
news-ready copy?
@ProdoSophie
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15. A picture paints a
thousand words
@ProdoSophie
#brightonSEO

16. Don’t forget
video content
@ProdoSophie
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17. Find the right people
@ProdoSophie
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18. Think about the timing
@ProdoSophie
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19. Use a newswire?
@ProdoSophie
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20. Email
pointers
@ProdoSophie
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21. Sell in? Must I?
@ProdoSophie
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22. Get ready for your pitch
@ProdoSophie
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23. Make the call
@ProdoSophie
#brightonSEO

24. Always follow up
@ProdoSophie
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25. Don’t take rejection too hard
@ProdoSophie
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26. Remember to monitor!
@ProdoSophie
#brightonSEO