What can you learn about online PR, from traditional PR and bloggers?

Who am I?

Blogger

Traditional PR

Online PR

‘Digital person’

Traditional: Coverage and CirculationOnline: Links and Social

For traditional PR, online coverage is often secondary.

Traditional: Journalists and editorsOnline: Editors and bloggers

Stunts and News Generation

Content

So what can you learn from Traditional PR?

Getting coverage is constant, not campaign based

Identify what makes your client or brand interesting

Think about what time of year it is

Look at what you already have

Don’t be afraid to be reactive

Learn how to talk to journalists how they want to be talked to.

• Don’t treat them like a cell in your spreadsheet (even if that’s all they are)

• Call them before emailing – even if only for a minute

• Find something (anything) to connect with them on

Don’t sound bored

Understand what makes something news

“News is something, that somebody somewhere doesn’t want you to publish” –

Randolph Hearst

It has to be surprising to be a story

HERE

Package it up properly

Don’t waste their time with fluff

Make sure your story needs minimal rewriting

MAKE THEM LOOK GOOD

Do your research (lots of it)

Don’t burn your bridges

Use social media

Make them happy

Don’t be afraid to ask

Any questions?