Increasing your chances of PR coverage — Melanie Deziel // StoryFuel
- Part 1 Increasing your chances of PR coverage — Melanie Deziel // StoryFuel
- Part 2Journalism best practices for marketers — Melanie Deziel // StoryFuel
Show Notes
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03:20How to increase PR coverage opportunitiesConsider the audience of the specific journalists you want to reach out to. Your content needs to both engage and be relevant to those audiences in order to get their buy-in.
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04:29List cultivation methodsList cultivation can be done through PR experts or internally using resources like TechCrunch to search for keywords. Then, identify the persons who consistently write about your industry.
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06:36Outsourcing PR outreach versus inThe approach chosen will depend on your willingness, available time, and resources. Whatever the approach, the main focus should be on whether the publication owns your target audience.
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10:19PR firm contracts versus pay per appearance3 month or quarterly PR contracts are suitable when developing long-term PR outreach strategy. For upcoming releases or launches, paying per appearance may be the better route.
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12:28Measuring ROI from PR campaignsFor a short-term view, examine backlink quality and look at the articles total impressions. In the long-term, you gain exposure to and credibility within your target audience.
Quotes
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"If you can take their reader centric approach to your press releases to your pitches, you'll find that you're much more successful if you're focusing on their audience rather than your own." -Melanie Deziel, Co-Founder & VP of Marketing, The Convoy
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"Worry less about the size and notoriety of the publication that you might get featured in. And more about whether that publication captures your target audience." -Melanie Deziel, Co-Founder & VP of Marketing, The Convoy
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"Some PR firms will deliver five appearances per month based on their own success rate of getting placements. But, you should ask for average outcomes based on your contract." -Melanie Deziel, Co-Founder & VP of Marketing, The Convoy
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"If you need attention within the next two months, go with someone wholl charge based on appearance. Theyll be hustling hard to get you featured as soon as possible." -Melanie Deziel, Co-Founder & VP of Marketing, The Convoy
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"Many people say they heard me on a podcast I recorded two years ago. And decided they want me to come speak at their event. So, opportunities can come from those kinds of things." -Melanie Deziel, Co-Founder & VP of Marketing, The Convoy
- Part 1 Increasing your chances of PR coverage — Melanie Deziel // StoryFuel
- Part 2Journalism best practices for marketers — Melanie Deziel // StoryFuel
Up Next:
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Part 1Increasing your chances of PR coverage — Melanie Deziel // StoryFuel
Melanie Deziel, The Convoy’s Co-Founder and VP of Marketing, discusses PR and journalism strategies. Many of us would jump at the opportunity of a product launch feature in Newsweek. But, if your target audience doesn’t read Newsweek, it may not be the best place to invest PR outreach efforts. Today, Melanie talks about how you can increase your chances of getting PR coverage.
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Part 2Journalism best practices for marketers — Melanie Deziel // StoryFuel
Melanie Deziel, The Convoy’s Co-Founder and VP of Marketing, discusses PR and journalism strategies. Journalists receive hundreds of pitches regularly, making your approach essential to getting noticed. In addition to entities that have covered you before, what matters is whether your topic is valuable to their audience. Today, Melanie talks about journalism best practices for SEOs.
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