This document summarizes a presentation given by Jason Woodford of SiteVisibility and Rob Shepherd of Press Dispensary. They discuss the role of public relations (PR) in marketing and selling products or services. They provide examples of low-cost PR activities that can be done with just two hours per week, including writing press releases, blog posts, and social media updates. They also emphasize the importance of understanding your target audience and building relationships with journalists and customers through engaging conversations.

1. Trade secrets to maximum exposure 13 October 2009 Jason Woodford SiteVisibility Rob Shepherd Press Dispensary

2. 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 2008 More 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

3. Why are we here?

4. 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

5. What is PR? Press relations Public relations October 28, 1906 Ivy Lee, Pennsylvania Railroad

6. What is PR?

7. What is PR?

8. 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

9. 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

10. We need a tight & cunning plan

11. What’s the point?

12. The role of PR in selling stuff X Having a conversation with your customers to influence their perceptions and improve the chance of them buying from you. Generating favourable word of mouth marketing

13. What’s your aim? What’s your message? What’s your target audience? Talking to the Media

15. posting a decent profile of yourself

16. finding out about us: keep quiet, listen & learn

17. Try to be helpful – use your expertise & experience to answer questions

18. Ask for help and advice

19. Be yourself & don’t hard-sell

20. Work out your strategy & budget (time and cash)

21. Review & improve

22. Measure RoIDude, we’re buying your ice cream, not marrying your family Respect! You want our friendship? Earn it! Over time!

23. A 10 minute PR Strategy Who are you and what do you do? What is success? Who is the key to making that happen? What do they want? Build a relationship and engage with them What’s the best route to engagement?

24. 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

26. the leader in SEO performance models

27. one of the top 20 marketing blogs in the UK

28. pioneering ISO standards for search marketing

30. Building targeted media lists(UK and global)

31. Media Distribution

32. Optimised, media-rich online publication

33. Online news syndicationAlso 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