For many years, PR equaled press release. Today’s media is hungry for ready-made content and unique sources that doesn’t come in the form of a press release. So what do you do when you seemingly have nothing to say? BLASTMedia President, Lindsey Groepper, examines the tactics to help get your brand noticed in the media, drive brand awareness, and position your brand as an industry expert to increase targeted web traffic.

1. MONTH
Public Relations:
How to Keep your Brand in the News
(when you have nothing to say)
#GoInboundMktg

2. Who am I?

3. Who are you?

4. What we’re talking about today:
• Stealing
• Stalking
• Using People

5. PR does not equal “press release”
…at least not all the time.

6. When do you write a press release?
• New partnerships
• Key hires
• New product/service announcement
• Company milestone (growth, acquisition, etc.)
** NOT your chili cook off, employee of the month,
or new brand logo)

7. So, you made an announcement.

9. Stalking

10. Stalking
• Your boss - for his perspective on the industry and trends
he/she is seeing (story mining session)
• Your salespeople - for insight into what they are hearing
from prospects and customers, and how you differ or what
problems you solve
• The media - to get on their radar and in their good graces
for when you need them

13. Stealing

14. Stealing
• Old blog posts
• Pull portions of a whitepaper or eBook and use as
expert commentary
• Piggyback off competitors’ news and steal their
thunder with a unique perspective
• Write byline articles based off someone else’s
commentary

17. Using People

19. Case Study Campaigns
• Identify happy customers with meaningful results
• Ask if they are willing to:
1) share their experience in a formal case study
2) speak with the media about their experience
• Set aside time to speak and uncover:
• Problem
• Previous solutions tried
• Why looked at your brand initially
• Why chose you over competition
• Direct benefits of working with you (dollars saved, dollars earned, etc. )
• Compelling quotes

20. Will it work?

21. Thanks!
lindsey@blastmedia.com
Twitter - @lindseygroepper