How to gain leads within the journalist space - Victoria McMahon - Senior Digital PR Strategist - Branded3

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Delivered on the 21st June at a Business Network event at Leeds Trinity University, Victoria discusses how you can use Digital PR to achieve coverage for your brand online.

Marketing

Firstly, press coverage is
getting harder!

The changing media landscape…
• Less space and more competition
• Less opportunities for product placement
• Journalists use analytics such as search (where their stories appear
on Google News) social media engagement and on-site analytics
• Added extras (graphics/videos/fact boxes/case studies are crucial)
• Links to online and broadcast are in demand
• Fewer journalists with less time on their hands

Stay relevant but not
promotional in order to
gain coverage

Understand that
creativity will always
achieve success

Who is our audience?
What and where
are they having
conversations
online?
How can we add value
to the conversation?

#Hashtags
• #BBloggers
• #LBloggers
• #FBloggers
• #Tbloggers
• #Fdbloggers
• #BloggerMeet
• #BloggerEvent
• #MCRBloggers
• #SheffieldBloggerMeet
• #LeedsBloggers

2 – How can you add value?
(content creation)

Opportunities
Surveys
Newsjacking
Infographics/
Interactive
graphics
Data
Expert
commentary/
insights
Client
PR/Marketing
activity
Issue Led
RS Opps
Competitions
Events
FOI

Your PR pitch should be
the cherry on top
and your email subject is the single most
important part of your pitch!

The Full Package
• The story
• Images
• Fact boxes
• Informal panels
• Video
• Commentaries
• Analysis
• Case Studies

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