Caliber's Media Relations Manager, Tanya Korobka gives us a unique insight into what makes PR successful. @Tanya_digital #BrightonSEO

1. How To Master Digital PR
Digital PR | @tanya_digital | #BrightonSEO
By Tanya Korobka

2. PR is about engaging people …
not promoting your product
@tanya_digital Photo: commons.wikimedia.org

3. There are three qualities of
Superstar PR’s …
@tanya_digital Photo: commons.wikimedia.org

4. @tanya_digital
1. Connectors
Photo: forwallpapers.com@tanya_digital

5. @tanya_digital
Build relationships
Photo: forwallpapers.com@tanya_digital

6. 84% of people trust
recommendations from friends
Source: Nielsen
Photo: gratisography.com@tanya_digital

7. Every one of your personal
contacts has the potential
to connect you to dozens of
other “warm” contacts.
Relationships are like spider webs
Photo: 7themes.com@tanya_digital

8. Warm contacts convert 10x better
Photo: hottubcinema.com@tanya_digital

9. But …
How do we connect on a
personal level?
@tanya_digital

10. We connect
through our
vulnerable/weird
selves
Source: www.ted.com/talks/brene_brown_on_vulnerability@tanya_digital

11. How to keep personal
connections alive?
@tanya_digital

12. Be shockingly helpful – give
not take!
@tanya_digital

13. Build relationships with the
press and influencers BEFORE
you need them
@tanya_digital

14. Photo: pixabay.com@tanya_digital
2. Promoters

15. Traditional media = generalists
Social media = niche interests
@tanya_digital

16. Tumblr - Caliber
@tanya_digital

17. Reddit - Glamour Magazine
@tanya_digital

18. 3. Writers
Photo: pixabay.com@tanya_digital

19. Get attention, replies and conversions
@tanya_digital

20. Get attention, replies and conversions
Use clear conversational language
that persuades
@tanya_digital

21. Get attention, replies and conversions
Use clear conversational language
that persuades
Never use big words or jargon
(hyperboles, “outreach” “disruption”
“innovative” etc)
@tanya_digital

22. Perfect initial email example :
@tanya_digital

23. Perfect initial email example :
I featured you
Invite you to publish
GIVE
GIVE AGAIN
TAKE IN THE NEXT EMAIL ;)
@tanya_digital

24. Good email subject lines …
Got a good story for your article about the extremes
entrepreneurs go (involves not showing too much)
@tanya_digital

25. Good email subject lines …
Got a good story for your article about the extremes
entrepreneurs go (involves not showing too much)
Plain conversational English.
@tanya_digital

26. Good email subject lines …
Got a good story for your article about the extremes
entrepreneurs go (involves not showing too much)
Opportunity with (company name)
Plain conversational English.
@tanya_digital

27. Good email subject lines …
Got a good story for your article about the extremes
entrepreneurs go (involves not showing too much)
Opportunity with (company name)
Plain conversational English.
People love this word.
@tanya_digital

28. Good email subject lines …
Got a good story for your article about the extremes
entrepreneurs go (involves not showing too much)
Opportunity with (company name)
Hi John, let me have your opinion
Plain conversational English.
People love this word.
@tanya_digital

29. Good email subject lines …
Got a good story for your article about the extremes
entrepreneurs go (involves not showing too much)
Opportunity with (company name)
Hi John, let me have your opinion
Your article on Huffington Post/ Your article
Plain conversational English.
People love this word.
@tanya_digital

30. Good email subject lines …
Got a good story for your article about the extremes
entrepreneurs go (involves not showing too much)
Opportunity with (company name)
Hi John, let me have your opinion
Your article on Huffington Post/ Your article
Plain conversational English.
People love this word.
Its about THEM, not me.
@tanya_digital

31. Good email subject lines …
Got a good story for your article about the extremes
entrepreneurs go (involves not showing too much)
Opportunity with (company name)
Hi John, let me have your opinion
Your article on Huffington Post/ Your article
UK-wide survey: Britons are not happy with their
jobs
Plain conversational English.
People love this word.
Its about THEM, not me.
@tanya_digital

32. Everyone you meet has a potential to
change your life. There are no work
and personal relationships
3 key take-aways
@tanya_digital

33. Everyone you meet has a potential to
change your life. There are no work
and personal relationships
Don't be an annoying business person,
be the real weird you
3 key take-aways
@tanya_digital

34. Everyone you meet has a potential to
change your life. There are no work
and personal relationships
Don't be an annoying business person,
be the real weird you
Be generous and helpful. Give, give,
then take (IRL, web, email)
3 key take-aways
@tanya_digital

35. #1 PR Tip
Photo: lockerdome.com@tanya_digital

36. Photo: lockerdome.com@tanya_digital
Mobilize people through movements
they are passionate about

37. Customers don’t
care about your
brand stories
Photo: gratisography.com
@tanya_digital

38. Cultural ideas on the rise:
equal rights
negative body image
They are powered by
real people.
@tanya_digital

39. #LikeAGirl
Photo: Social Media@tanya_digital

40. Photo: atrulyfitlife.com
@tanya_digital

41. Photo: Social Media@tanya_digital

42. @tanya_digital
Photo: Social Media

43. Photo: Social Media

44. Photo: Social Media

45. Photo: Social Media
@tanya_digital

46. BE INTERESTED, NOT INTERESTING
Keep it real!
@tanya_digital

47. Tanya Korobka
Digital PR
@tanya_digital
#BrightonSEO