What Is Online PR?Online media placement that is not
purchased, typically obtained by influencing media producers.
DIY Online PR For Startups
3 Forms of Placement
DIY Online PR For Startups
#1 Feature Stories
DIY Online PR For Startups
#2 Expert Mentions
DIY Online PR For Startups
#3 Helpful Content
DIY Online PR For Startups
Why Online PR?
DIY Online PR For Startups
Creates Brand Recognition
DIY Online PR For Startups
Establishes Credibility
DIY Online PR For Startups
Drives Traffic
DIY Online PR For Startups
Improves SEO Efforts
DIY Online PR For Startups
Enduring
DIY Online PR For Startups
Great For Your Ego
DIY Online PR For Startups
How?
DIY Online PR For Startups
Step 1 - ResearchChannel
Journalist
DIY Online PR For Startups
Choose the Right Channel
DIY Online PR For Startups
ChannelsIndustry websites Niche websites
Blogs Influential social media accounts
Media-sharing websites (YouTube) Social networks
Forums Wikis
Top-tier websites
DIY Online PR For Startups
Choose the Right JournalistDo they cover your industry? Do they cover your location?
Do they write for your audience?
DIY Online PR For Startups
Step 2 - Relationships
DIY Online PR For Startups
Step 2 - RelationshipsAsk for advice, not coverage
DIY Online PR For Startups
Step 2 - RelationshipsAsk for advice, not coverage
Ask how you can help
DIY Online PR For Startups
Step 3 - Great Content
DIY Online PR For Startups
Good Content Is So Interesting
You Would Read It
DIY Online PR For Startups
Great Content Is So Interesting
You Would Pay To Read It
DIY Online PR For Startups
Tell Interesting Stories
DIY Online PR For Startups
But I’m Not Interesting
DIY Online PR For Startups
Nonsense!
DIY Online PR For Startups
You Are An Expert
DIY Online PR For Startups
5 Ways To Create Interesting Stories
DIY Online PR For Startups
1. Problem-Agitate-Solve
DIY Online PR For Startups
2. Tie-in
DIY Online PR For Startups
3. Tell Secrets
DIY Online PR For Startups
4. Look At Your Data
DIY Online PR For Startups
5. Interview Someone
DIY Online PR For Startups
Step 4 - Pitch
DIY Online PR For Startups
When pitching writers, journalists, bloggers, and other
media producers, DO NOT…
DIY Online PR For Startups
DO NOT…!
DIY Online PR For Startups
Do Not…Use A ShotgunInstead, customize your pitch. It’s obvious when you don’t.
DIY Online PR For Startups
Do Not…Say You’re SpecialShow them.
In 5 seconds or less.
DIY Online PR For Startups
Do Not…Tell Them How Much They I Can Help You
Journalists would love to help you, and they’d love to help the other 20 people who contacted them today. But they
can’t help everyone.
DIY Online PR For Startups
Do Not…Ask To Talk On PhoneOffer, don’t ask.
DIY Online PR For Startups
Do Not…Think About YourselfMake it about the writer/publisher.
DIY Online PR For Startups
Do…
DIY Online PR For Startups
Know What Writers WantAs a writer, I want my article here.
DIY Online PR For Startups
Know What They’ve WrittenIf they just wrote a story about your competitor, what are the chances they’re going to write a
similar story about your company?
DIY Online PR For Startups
Know Their InterestsI write about Hong Kong, entrepreneurship, and
online marketing. But preferably all three.
DIY Online PR For Startups
Offer Something Valuable“I have an idea for an article that I believe would
get a lot of attention and social sharing.”
DIY Online PR For Startups
Learn From Each PitchAnd make one pitch at a time
DIY Online PR For Startups
Case StudiesHow businesses have successfully pitched me.
DIY Online PR For Startups
Case Study #1Builtvisible, Content Marketing
DIY Online PR For Startups
Case Study #2HWTrek, Advice & Coffee
DIY Online PR For Startups
Case Study #3MySugr, Timing
DIY Online PR For Startups
Case Study #4Hong Kong Visa Geeza
DIY Online PR For Startups
Case Study #5HK Commons
DIY Online PR For Startups
HAROHelp Out A Reporter (HARO)
HelpAReporter.com
DIY Online PR For Startups
Keys to Success w/HARORespond quickly
Include “HARO - [story request]” in subject line Give them what they want, nothing extra
Give them what they want in the first sentence
DIY Online PR For Startups
Other “Pitches”
DIY Online PR For Startups
I’ve Got Quotes“I saw your article on big data. I run a startup in Hong Kong that works with big data. If you ever
need a quote for an article, let me know.”
DIY Online PR For Startups
I’ve Got Connections“I saw your article on big data. I run a startup in Hong Kong that works with big data and have a
lot of connections in the industry. If you ever need a source for an article, let me know and I’d
be glad to make some introductions.”
DIY Online PR For Startups
I’ve Got Data“I saw your article on big data. I run a startup in Hong Kong that works with big data. If you ever need stats or figures to support an article you’re
writing, let me know.”
DIY Online PR For Startups
I’ve Got Pictures“I saw your article on big data. I run a startup in Hong Kong that works with big data and we’ve
created infographics and visualizations of a lot of data. If you ever need something visual to