In this session, you will learn how to pull together a PR Strategy that considers SEO at every step. This includes creating a PR framework, target audience, topic and competitor analysis, how to scale up idea generation and how to outreach to Journalists using PR agency tactics. PR companies have a laser-focused approach to how they run campaigns, often coming up with one big 'hero' idea and creating multiple pieces of content that support to maximise their outreach opportunities. The success to this style of outreach is to take traditional PR agency techniques and giving them an SEO spin. Pete's approach has earned their clients coverage on Mashable, Lifehacker, FastCompany, Wired and UK national newspapers on a regular basis.

1. KAIZEN
LET’S TALK
ICE CREAM

2. KAIZEN
WE SHARE THIS OFFICE

3. KAIZEN
• [Journalist]
ONE DAY, A JOURNALISTJOINED

4. KAIZEN
MY REACTION

5. KAIZEN
“ERM, WHAT U WORKING ON?”

6. KAIZEN
“OH, A STORY ON ‘HEALTHY’
ICE CREAM”

7. KAIZEN

8. KAIZEN
30 MIN LATER

9. KAIZEN
1 HOUR LATER

10. KAIZEN
3 HOURS LATER..

11. KAIZEN
3 X ICE CREAM DELIVERIES TURN UP

12. KAIZEN
THIS BLEW ME AWAY FOR 2 REASONS

13. KAIZEN
I ATE SO MUCH
ICE CREAM THAT DAY
#1

14. KAIZEN
REALISED THAT I NEEDED
TO STEP OUR GAME UP
#2

15. KAIZEN
THIS WAS
REAL OUTREACH

16. KAIZEN
THIS WAS NO LONGER GOOD ENOUGH
SUBJECT: Soap Awards Story?
Hey Caroline,
Just wanted to run a idea by you,
We’ve just launched a brilliant list of British Soap Stars When They Were
Young featuring all the classics like Peggy Mitchell and new favorites like
Rosie Webster
Link: http://www.twolittlefleas.co.uk/soap-stars/
I think this would go down a storm on The Metro if you’d like to share it in
some form, especially as it’s the ITV Soap Awards this Sunday.
Two Little Fleas is an online bingo community with a passion for creating
cute and quirky apps, lists and tools. Our stuff has been recently featured
in the Radio Times, HuffPost Comedy & Lifehacker.
Thanks Caroline let me know what you think,
Pete

17. KAIZEN
I DECIDED TO GO ON
A JOURNEY

18. KAIZEN
TO BECOME A
KUNG FU PANDA PR MASTER

19. KAIZEN
How Learning PR Tactics
Made Me Awesome at
Content Marketing

20. KAIZEN
PETE CAMPBELL
/ KAIZEN
• Founder / Managing Director
• Kaizen is a team Content Marketing
& Technical SEO specialists
• “Rising Star of the Year” (Travolution Awards)
• 6+ Years in Agency & In-House Roles
• Built first website at 11
• Ran several high-traffic video gaming sites
• Proud owner of a Game Boy Colour

21. KAIZEN
DOWNLOAD THESE SLIDES:!
KAIZENSEARCH.CO.UK/SEARCHLONDON2015/

22. KAIZEN
MEET THE PR GUYS

23. KAIZEN
“PR & Marketing is no
longer about the stuff that
you make but about the
stories you tell.”
– Seth Godin

24. KAIZEN
PR’S HAVE
FOCUS

25. KAIZEN
SEO’S ARE
OBSESSED WITH
SCALE

26. KAIZEN
MONTY THE PENGUIN

27. KAIZEN
“The heartwarming advert
tells the tale of an unlikely
friendship between a little boy
Sam and his penguin friend
Monty.”
INCASE YOU MISSED IT.

28. KAIZEN
THE HERO CONTENT – THE TV AD

29. KAIZEN
+ 100 MORE HOMEPAGE REFERRING DOMAINS
SUPPORTING MICRO-SITE

30. KAIZEN
PICTURE BOOK

31. KAIZEN
SMARTPHONE APP

32. KAIZEN
AWESOME JOURNALIST OUTREACH

33. KAIZEN
CUTE TOYS

34. KAIZEN
#MONTYSELFIE

35. KAIZEN
#MONTYSELFIE

36. KAIZEN
Monty the Penguin
Campaign Budget
£7m

37. KAIZEN
Our Average Budget
£4k

38. KAIZEN

39. KAIZEN
HUGE Idea
1
But, think of the principle

40. KAIZEN
Executions
Multiple

41. KAIZEN
Link Opportunities
Multiple

42. KAIZEN
Risk
Minimises

43. KAIZEN
Success
Maximises

44. KAIZEN
‘Monty the Penguin’
90 Second TV Advert
In-Store
Marketing
Photo
Booth
Penguin
Toys
Digital PR & Content
Journalist
Gifts Infographic Game Video
STORY
HERO
CONTENT
SUPPORT
ASSETS

45. KAIZEN
OUR VERSION

46. KAIZEN
STORY
HERO
CONTENT
SUPPORT
ASSETS
‘Are You Richer Single or In a
Relationship’
Interactive Quiz
Survey Infographic Listicle
52% Men Are
Richer Single
Is Tinder Making
You Poor?
Men Spend
Double on Dates
WEEK #1 WEEK #2 WEEK #3
PRESS RELEASE PRESS RELEASE PRESS RELEASE

47. KAIZEN
COVERAGE WE’VE EARNT WITH THIS APPROACH

48. KAIZEN
STEP 1 – CREATE A PR FRAMEWORK
UPCOMING HOOKS (FEB/MARCH 2015)
• Brit Awards
• Pancake Day
• Valentines Day
• Barbie Doll Day
• Chips Day
GOLD PUBLICATIONS
• Daily Star
• The Express
• Digital Spy
• Gawker
• Sky
• Mashable
• OK! / Hello
TARGET CUSTOMER
• Aged 25-45
• 80% Female
• They also play the lottery, buy scratch cards and enter
social competitions.
• Employed (low end wages), unemployed or stay at home
parents
• Likely to have children
VALUES & EMOTIONS
• Aspirational
• Big dreamers
• Fun & laughter
• Excitement & pure bliss
• Friendship & family
• TOWIE
• Cereal Day
• Britain’s Got Talent
• Easter

49. KAIZEN
FACT-FINDING

50. KAIZEN
1. What do they love / hate about your product?
2. What stops them from buying your product?
3. What emotions do they associate with your product?
4. What magazines & websites do they read?
5. What else are they interested in?
ASK YOUR CLIENT THESE 5 QUESTIONS

51. KAIZEN
DECIDING YOUR TOPICS & THEMES

52. KAIZEN
A) TRY WORD ASSOCATION FOR TOPICS & THEMES
1. Which 25 sites would you really like a link from?
2. Do your homework on those 25 and cut the list to 10
• Do they actually link to third-party sites?
site:dailymail.co.uk intitle:"Infographic”

53. KAIZEN
B) MAKE A LIST OF UPCOMING ‘TRENDS’
https://www.daysoftheyear.com/

54. KAIZEN
INSTALL SCRAPER FOR CHROME
CLICK ME
Scraper for Chrome - http://bit.ly/LXBbSI

55. KAIZEN
EXPORT TO GOOGLE DOCS
CLICK ME
Scraper for Chrome - http://bit.ly/LXBbSI

56. KAIZEN
WHO ARE YOU GOING TO GET LINKS FROM?

57. KAIZEN
MAKE A LIST OF YOUR KEY PUBLICATIONS
1. Which 25 sites would you really like a link from?
2. Do your homework on those 25 and cut the list to 10
• Do they actually link to third-party sites?
site:dailymail.co.uk intitle:"Infographic”
• Have they linked to your competitors?
site:dailymail.co.uk intitle:"Infographic” + "Insurance"
• Search your topics
• Make a list of relevant Journalist names

58. KAIZEN
site:dailymail.co.uk intitle:"Infographic” + "Insurance"

59. KAIZEN
AND HERE’S YOUR KEY PUBLICATIONS LIST

60. KAIZEN
JOB DONE - YOUR PR FRAMEWORK
UPCOMING HOOKS (FEB/MARCH 2015)
• Brit Awards
• Pancake Day
• Valentines Day
• Barbie Doll Day
• Chips Day
TARGET PUBLICATIONS (TIER 1)
• Daily Star
• The Express
• Digital Spy
• Gawker
• Sky
• Mashable
• OK! / Hello
TARGET CUSTOMER
• Aged 25-45
• 80% Female
• They also play the lottery, buy scratch cards and enter
social competitions.
• Employed (low end wages), unemployed or stay at home
parents
• Likely to have children
VALUES & EMOTIONS
• Aspirational
• Big dreamers
• Fun & laughter
• Excitement & pure bliss
• Friendship & family
• TOWIE
• Cereal Day
• Britain’s Got Talent
• Easter

61. KAIZEN
IDEA GENERATION

62. KAIZEN
“How Do You Come Up
With a ‘Good’ Idea?”

63. KAIZEN
You Need
Shit Ideas First
010

64. KAIZEN
0: 110PRINCIPAL

65. KAIZEN
6-3-5
Brainwriting
108 Ideas in 30 Minutes

66. KAIZEN
6People

67. KAIZEN
3Ideas Each

68. KAIZEN
5Minutes

69. KAIZEN
✕No Talking Allowed

70. KAIZEN
WHAT IT LOOKS LIKE

71. KAIZEN
YOUR IDEA NEEDS TO HAVE AT LEAST 3 OF THESE
WHICH IDEA IS THE BEST?

72. KAIZEN
• Social
• Emotional
• Practical

73. KAIZEN
PRODUCTION

74. KAIZEN
STORY
HERO
CONTENT
SUPPORT
ASSETS
‘Are You Richer Single or In a
Relationship’
Interactive Quiz
Survey Infographic Listicle
52% Men Are
Richer Single
Is Tinder Making
You Poor?
Men Spend
Double on Dates
WEEK #1 WEEK #2 WEEK #3
PRESS RELEASE PRESS RELEASE PRESS RELEASE

75. KAIZEN
PULLING TOGETHER THE SURVEY

76. KAIZEN
1000 RESPONSES FOR 1 QUESTION =£65
SURVEY

77. KAIZEN
WORK OUT YOUR DESIRED HEADLINES
• £ Wealth Based
You Could Be X% Richer If You Were Single / In a
Relationship. Here’s Why.
• Opinion Based
X% Of Brits Think They’d Be Richer If They Were Single / In a
Relationship
• Age/Demographic Based
Men/Women Over/Under XX Spend The Most On XX
• Location Based
People from X Think They’d Be Richer Single / In a
Relationship
• Product Based
Single People Spend X More/Less On Their X Bill

78. KAIZEN
STRUCTURE THE QUESTIONS TO MATCH
• Do you think you’d be wealthier single or in
a relationship?
• How much would you spend on a gift for a
close friend / partner?
• How much would you spend on a romantic
date?
• How much money do you save each
month?

79. KAIZEN
ANALYSE DATA & CREATE HEADLINES
1. 45% of People in a Relationship Believe
They’d Be Richer Single
2. Over Half of Men in a Relationship Believe
They’d Be Richer Single
3. Is Tinder Making You Poor? Single Men
Spend More Than Double on Dates Than
Women

80. KAIZEN
• TOOL
TOOL

81. KAIZEN
INFOGRAPHIC

82. KAIZEN
BUILD CHECKLIST
ü OPEN GRAPH TAGS (http://ogp.me/)
ü SOCIAL IMAGE (1200 x 630 Pixels)
ü EMBED CODE
ü ‘OFFICIAL’ SOCIAL BUTTONS
ü TWITTER CARDS (https://dev.twitter.com/cards/)

83. KAIZEN
REAL-WORLD OUTREACH

84. KAIZEN
MAKE A BOOK
http://www.blurb.com/

85. KAIZEN

86. KAIZEN
OUTREACH

87. KAIZEN
GO BACK TO YOUR KEY PUBLICATIONS LIST

88. KAIZEN
NOW,
CALL THEM

89. KAIZEN
WHAT’S THE HOOK?
1. Seasonal Event or Occasion
2. New Trend
3. Statistics
4. It’s Bigger & Better

90. KAIZEN
REPEAT X 10

91. KAIZEN
TOOLS

92. KAIZEN
http://www.responsesource.com/

93. KAIZEN
FILTER #JOURNOREQUEST #PRREQUEST WITH
YOUR SECTOR

94. KAIZEN
AGENCY? USE A MEDIA DATABASE
http://www.featuresexec.com/
http://www.cision.com/

95. KAIZEN
INCREASE YOUR CHANCES
1. Offer as an Exclusive
2. Create a Supporting ‘Media Alert’
3. At Least 3 x Follow Ups

96. KAIZEN
JOB DONE

97. KAIZEN
STORY
HERO
CONTENT
SUPPORT
ASSETS
‘Are You Richer Single or In a
Relationship’
Interactive Quiz
Survey Infographic Listicle
52% Men Are
Richer Single
Is Tinder Making
You Poor?
Men Spend
Double on Dates
WEEK #1 WEEK #2 WEEK #3
PRESS RELEASE PRESS RELEASE PRESS RELEASE

98. KAIZEN
1 HUGE
Idea
Multiple
Content
Pieces
Multiple
Link Opps.
Minimises
Risk
Maximises
Success

99. KAIZEN
Thank You!!
!
!
Get in Touch:
@petecampbell"
pete@kaizensearch.co.uk"
http://www.kaizensearch.co.uk/
DOWNLOAD THESE SLIDES:!
KAIZENSEARCH.CO.UK/SEARCHLONDON2015/