Slides from a presentation given by Joshua Steimle, CEO of MWI, to a General Assembly course in Hong Kong on 24 July, 2014. Course Description If you don't have time to spend on public relations and marketing, then this is the course for you. As an entrepreneur you're too busy to pay attention to anything that isn't critical. You live in emergency mode. You're working 90 hours per week to keep your business afloat and get your website up and running, get product out the door, and build your team. In just one evening this short course will show you how to use the few spare minutes you have each week to get press in top-tier publications and spread your message through content marketing, SEO, and social media. Focused on helping entrepreneurs and startup teams, this is an online marketing course like no other, taught by an entrepreneur with 15 years of experience in online marketing and public relations, who is also a contributor to top-tier publications such as Forbes, Entrepreneur, and Venture Beat.

1. DIY Online PR
For Startups!
Joshua Steimle
josh@mwi.com
@donloper

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Intro

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For Startups
Contact Me
josh@mwi.com
@donloper

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What Is Online PR?
Online media placement that is not
purchased, typically obtained by
influencing media producers.

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3 Forms of Placement

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Feature Stories

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Expert Mentions

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Helpful Content

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Why Online PR?

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Creates Brand Recognition

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Establishes Credibility

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Drives Traffic

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Improves SEO Efforts

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Great For Your Ego

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How?

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Step 1 - Great Content

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Good Content Is
So Interesting
You Would Read It

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Great Content Is
So Interesting
You Would Pay To Read It

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Step 2 - Pitch Publishers

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Pitching The Media
When reaching out to writers, journalists,
bloggers, and other media producers,
DO NOT…

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Do Not…

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Do Not…Use A Shotgun
Instead, customize your pitch.
It’s obvious when you don’t.

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Do Not…Tell Me You’re Special
Show me.
In 5 seconds or less.

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Do Not…Tell Me I Can Help You
I’d love to help you, and I’d love to help
the other 20 people who contacted me
this morning, but I can’t help everyone.

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Do Not…Ask To Talk On Phone
Offer, don’t ask.

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Do Not…Think About Yourself
Make it about the writer/publisher.

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Do…

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Understand What I Want
As a writer, I want my
article here.

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Know What I’ve Written
If I just wrote a story about your competitor, what
are the chances I’m going to write a similar story
about your company?

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Know My Interests
I write about Hong Kong, entrepreneurship, and
online marketing. But preferably all three.

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Offer Something Valuable
“I have an idea for an article that I believe would
get a lot of attention and social sharing.”

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Tell Interesting Stories

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But I’m Not Interesting

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Nonsense!

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You Are An Expert

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5 Ways To Create
Interesting Stories

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1. Problem-Agitate-Solve

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2. Tie-in

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3. Tell Secrets

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4. Look At Your Data

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5. Interview Someone

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Once You Have A Story…
Channels, People

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Channels
Industry websites
Niche websites
Blogs
Influential social media accounts
Media-sharing websites (YouTube)
Social networks
Forums
Wikis
Top-tier websites

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People
1. Select a channel first
2. Create a profile for each writer
3. Pitch one story to one writer at a time
4. Learn something from each interaction

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Case Studies
How businesses have successfully pitched me.

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Case Study 01
SEO Gadget, Infographic

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Case Study 02
HWTrek, Advice & Coffee

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Case Study 03
MySugr, Timing

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Case Study 04
Hong Kong Visa Geeza

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Case Study 05
HK Commons

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HARO
Help Out A Reporter (HARO)
HelpAReporter.com

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Keys to Success w/HARO
Respond quickly
Include “HARO - [story request]” in subject line
Give them what they want, nothing extra
Give them what they want in the first sentence

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Other “Pitches”

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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.”

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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.”

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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.”

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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
accompany your writing on big data, let me know.”

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Think Digital
Get the link!

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Questions