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Trade secretsto maximum exposure
13 October 2009
Jason WoodfordSiteVisibility
Rob ShepherdPress Dispensary
Introducing your speakers
Rob Shepherd• MD of press release and business news
specialist Press Dispensary• 15 years in film, broadcasting and
corporate communications• 1990s corporate clients include dozens of
FTSE 100 companies• Formed Press Dispensary as sleeping
partner• Became MD in 2007• Co-runs UKPress, the online discussion
forum for journalists and PRs (www.ukpress.org)
• My own boss virtually all my working life• I like cheesy powerpoint
Jason Woodford• Founded Academy Internet in 2002• Created AI Digital in 2007• Merged with SiteVisibility in 2008More exposure than we deserved• BBC TV show – “Beat the Boss”• Awards from Prince Charles & Al Gore, SBA
and Deloitte• Top SEO rankings for “Internet Expert” and
“SEO Agency”• Top marketing podcast on iTunes• Vodafone magazine• Business Link Case studies• IIP brochure• FT plus loads of trade press, Radio, Argus
coverage
Why are we here?
We’re hoping to…
• Looking for case studies, examples & ideas• Networking / to meet people• To enjoy some thinking / strategy time• To get out of the office?• To avoid attacking my “To Do” list?• To learn about press releases. To learn about public
relations. To learn about social media and online PR• To learn about PR
What is PR?
Press relations
Public relationsOctober 28, 1906
Ivy Lee, Pennsylvania Railroad
What is PR?
What is PR?
With 2 hours spare a week, you could
• Write a press release• Research journalists to receive a press release and send it• Maintain your blog• Write an award entry• Join and post to an online forum/community • Maintain your Twitter account• Manage your Facebook fan page or LinkedIn profile• Create a video for YouTube• Record a podcast• Write a White Paper• Comment on some blogs• Set up a survey• Analyse a survey• Arrange a competition /promotion with a newspaper/trade magazine• Write an article for a website / magazine• Write a letter to the editor of your trade magazine• Etc
With 2 hours spare a week, you won’t
• Write a press release• Research journalists to receive a press release and send it• Maintain your blog• Write an award entry• Join and post to an online forum/community • Maintain your Twitter account• Manage your Facebook fan page or LinkedIn profile• Create a video for YouTube• Record a podcast• Write a White Paper• Comment on some blogs• Set up a survey• Analyse a survey• Arrange a competition /promotion with a newspaper/trade magazine• Write an article for a website / magazine• Write a letter to the editor of your trade magazine• Etc
What’s the point?
The role of PR in selling stuff
XHaving a conversationwith your customersto influence their perceptions
and improve the chance of them buying from you.
Generating favourableword of mouth marketing
What’s your aim?
What’s your message?
What’s your target audience?
Talking to the Media
Talking to your (potential) customers
You’re my favourite
customers!
Dude, we’re buying your ice cream, not
marrying your family
Respect! You want our friendship? Earn it!
Over time!
Can I have jelly beans on mine?
If you want to hang out with us•Do not blunder in. Start by
• posting a decent profile of yourself• finding out about us: keep quiet, listen &
learn•Try to be helpful – use your expertise & experience to answer questions•Ask for help and advice•Be yourself & don’t hard-sell •Work out your strategy & budget (time and cash)•Review & improve•Measure RoI
A 10 minute PR Strategy
1. Who are you and what do you do?2. What is success?3. Who is the key to making that happen?4. What do they want?5. Build a relationship and engage with them
What’s the best route to engagement?
Where do you spend your two hours?
• Write a press release• Research journalists to receive a press release and send it• Maintain your blog• Write an award entry• Join and post to an online forum/community • Maintain your Twitter account• Manage your Facebook fan page or LinkedIn profile• Create a video for YouTube• Record a podcast• Write a White Paper• Comment on some blogs• Set up a survey• Analyse a survey• Arrange a competition /promotion with a newspaper/trade magazine• Write an article for a website / magazine• Write a letter to the editor of your trade magazine• Etc
About your speakers• Press Dispensary specialises in press
releases & online news management for businesses
• Press release services include:• Writing• Building targeted media lists
(UK and global)• Media Distribution• Optimised, media-rich online publication• Online news syndication
• Also builds & manages online media centres (press offices): SaaS additions to client websites
• Offers training in press release skills, online PR and Twitter for business
• Provides white label services for agencies
www.pressdispensary.co.uk
• SiteVisibility is a top 20, rapidly growing, award winning digital & search engine marketing agency
• Founded in 2002, 20 employees and £1.1m revenue in 2008
• Renowned for our search marketing expertise• the number 1 marketing
podcast on iTunes• the leader in SEO performance
models• one of the top 20 marketing
blogs in the UK• pioneering ISO standards for
search marketing• Investing 2% of our revenue in
Search Marketing R&D
