Sunday, March 14, 2010

Killer PR - Driving Large Audiences

How PR and marketing can drive more readers to news stories featuring your company

Tom Foremski, former Financial Times reporter and editor of Silicon Valley Watcher, wrote a blog post about a killer public relations pitch for a journalist - a guarantee that the PR person could drive traffic to the story. Foremski said that journalists are being pressured to write stories on topics that will drive page views and that a clicks-for-coverage guarantee might push the reporter to cover a company. Foremski predicts that PR will learn to push traffic in the future, but I'd say that the future is already here. Practiced PR people already have several tools available to them that reliably drive large audiences to stories about their clients.

All of these tools are things you have heard of before, but when they are sharply focused they can drive thousands of unique visitors for a publisher. For some sites, this effort could double or triple their daily views. In addition to the benefits to the publisher, this promotional approach helps a company merchandise its successes quickly and consistently.

Six steps to drive traffic to news stories:

1. Build loyal Twitter following - Appoint at least one person to be your Twitter ambassador to help build a loyal following. Preferably you should develop several executives, product managers, engineers or other industry passionates to engage with the community. When relevant to their followers, they can be a great channel to share your latest New York Times story.

2. Send stories out to sales teams and sales channels - Merchandise the stories so they are easy for sales teams to share with their customers and prospects. This is good news and it deserves its own email with a well-constructed headline so busy sales people take the time to read it. If you are a multi-million dollar company, you likely have thousands of sales people, customers and channel partners that are eager to read the top-tier stories. Their livelihoods are closely tied to your promotional efforts and they want to know what third parties are saying. Throwing it at the bottom of a monthly marketing update email won't help much. Take the time to summarize the story and write it so readers can easily forward it to their network.

3. Build an email list and RSS feed of news stories
- Your press section of your Web site probably already lists your top news stories. Add a way for visitors to subscribe to the feed with email and RSS. I worked for a start-up company that built up a list of over 1000 subscribers to its opt-in list. Examination of the list showed that most of our channel, customers, investors and even prospects asked to get this news pushed to them. The list grew on its own without any nurturing from the marketing team. It became one of our best promotional assets and it cost us nearly nothing to build.

4. Socialize your news - Post the news stories to your company's moderated social media sites such as its Facebook Fan page. People are fans because they want to know more about your brand and products. Keep the content fresh and build your community with your hottest hits.

5. Company sponsored media channels
- Larger companies have lots of channels, such as newsletters, that reach out to their internal and external publics. Be sure your best news stories are promoted in these outlets. This tactic doesn't drive immediate traffic to the story, but it can add a lot of volume over a longer period.

6. Measure the traffic - The publication's Web site manager may notice a spike in traffic to one story, but it isn't guaranteed the reporter will know that it came from your efforts. Closely track the traffic that you are generating for the story by using a unique Bit.ly link in your promotion of the story. This will allow you to count the number of times that someone with your link clicked on the story. Also, count the number of Tweets that link to the story using tools like Topsy. In your next conversation with the reporter, let them know that you saw the large audience for the story. Also, share this information with your boss - you are driving thousands of additional impressions for your brand and you should get credit.

With this list, I'd also like to add some caution. Please respect the terms of use of social media sites. Don't AstroTurf them with your votes or posts. It's perfectly OK to post your news to your Facebook Fan site, but it would be unethical to drive your employees to Digg a story to drive up its popularity. Your goal is to help people read the news who have an interest in your company, not artificially inflate it. If popularity or ranking is the purpose of the social media Web site (like Digg, and Reddit), think twice before you canvass for votes. Send your followers to the original news story to avoid any appearance of a conflict of interest.

Also, it is important to keep a close eye on the ethical implications of your story promotion efforts. Just like it would be unethical to offer a reporter money for a story, it seems difficult to expressly promise clicks for coverage. I'd never promise a client that I can get coverage in a specific publication. In the same spirit, I'd never want to promise a reporter that I'd drive traffic on a specific story. Generally I'd recommend that PR people build relationships of trust with reporters and the reporters will look to you for assistance in building and promoting their stories.

PR and marketing teams that become media companies and develop their communication channels have the opportunity to greatly increase the readership of news stories. A disciplined approach can increase brand impressions without any additional cost. So, if a killer pitch includes lots of readers, then PR is ready, well, to kill.

17 comments:

jhon said...
This comment has been removed by a blog administrator.
Qing Cai said...
This comment has been removed by a blog administrator.
dong dong23 said...

polo shirts
gucci outlet
cheap jordans
michael kors outlet online
kate spade
ralph lauren outlet
coach outlet online
north face outlet
beats wireless headphones
kate spade handbags
air jordans
adidas shoes
adidas originals
nike uk
timberland boots
lebron james shoes 12
adidas originals
coach outlet
celine
michael kors outlet clearance
oakley sunglasses
nfl jerseys wholesale
true religion shorts
toms shoes
beats headphones
michael kors outlet
abercrombie
toms outlet
gucci handbags
coach factory outlet
coach outlet online
ray ban sunglasses
nike roshe run
michael kors outlet
timberland boots
coach outlet store online clearances
coach outlet
coach outlet
hermes bag
louis vuitton handbags
20167.16wengdongdong

Gege Dai said...

tory burch outlet
michael kors outlet store
coach outlet online
christian louboutin outlet
michael kors outlet online store
ray ban sunglasses
tods shoes
michael kors handbags
ray-ban sunglasses
polo ralph lauren
prada outlet
kobe 9 elite
babyliss flat iron
michael kors outlet
burberry outlet
ferragamo outlet
michael kors handbags
cheap nhl jerseys
air max 90
converse shoes
hollister
dior outlet
cheap ugg boots
ed hardy clothing
versace sunglasses
nike outlet online
michael kors outlet clearance
coach outlet
coach handbags
longchamp handbags
uggs outlet
longchamp pliage
fitflops clearance
reebok trainers
michael kors outlet online
czq20160726

Justin said...

As should be obvious from above there are spots to go to get awful credit bike advances. The least demanding alternative for individuals with terrible credit is online administration since they are quick and do the examination for you. cash advance

Justin said...

There might be uplifting news in any case. The interests rate on most private understudy or instructive advances is firmly fixing surprisingly score. On the off chance that your FICO rating has essentially enhanced since you took out your unique advances there is a decent risk that you could meet all requirements for a superior rate. cash advance chicago

Justin said...

Con tutti questi fattori messi insieme e la donna di oggi di rinviare la maternità l'orologio biologico continua a ticchettare. Potrebbe essere questa la sola ragione che una donna potrebbe non essere in grado di concepire quando lei è finalmente pronto. impotenza giovanile

Justin said...

With regards to applying for an understudy credit it is likewise critical to keep your alternatives open and investigate the open doors. There are a great deal of loan specialists to look over so it is ideal to know with regards to choosing time. payday loans carson

Justin said...

One approach to take control of your obligations is to play out a private advance solidification. I've talked about the favorable circumstances in some of my different articles, however here I'd like to call attention to the most widely recognized oversights made by individuals when they do plan credits for union. payday loans chula-vista

Justin said...

Private union advances' financing costs are controlled by your FICO rating, so on the off chance that you know your FICO score has fundamentally enhanced since you first took out the credit union may be a better than average thought. payday loans lemon-grove

chenlili said...

the north face outlet
canada goose jackets
hollister shirts
uggs sale
coach factory outlet
discount jordans
timberland outlet
michael kors outlet
michael kors outlet online
louis vuitton uk
chicago bulls jerseys
replica watches
toms shoes uk
louis vuitton
canada goose coats
canada goose jackets
longchamp bags
michael kors handbags
canada goose jackets
uggs outlet
gucci outlet online
fitflops shoes
ray ban sunglasses
ugg boots uk
ray ban sunglasses
ugg boots
coach outlet
adidas boost
air jordan 8
canada goose sale
canada goose jackets
ugg boots
north face jackets
oakley outlet
cheap jerseys
ugg boots
golden state warriors jerseys
chenlili20160905

Paulo said...

In the event that you have not merged your advances beforehand, Next Student offers understudy advance union rates administrations. On the off chance that you are out of school or in the event that you will graduate in six months or less, stay in contact with this organization to make sense of how you can diminish your month to month understudy advance installments by as much as 60 percent. Check Cashing

chenmeinv0 said...

hollister outlet
coach factory outlet
cheap louis vuitton handbags
coach outlet
polo ralph lauren outlet
jordan shoes
spurs jerseys
louis vuitton handbags uk
pandora jewelry
coach outlet store online clearances
201610.10chenjinyan

dada24 Xu said...

coach factory outlet
lacoste shoes
nike air max
longchamp handbags
birkenstock sandals
toms shoes outlet
celine outlet store
red bottoms shoes
kate spade handbags
toms shoes
20611011caiyan

chenmeinv0 said...

louis vuitton handbags
cleveland cavaliers jerseys
ugg boots paris
adidas trainers uk
adidas nmd r1
louboutin shoes
kate spade outlet
louis vuitton outlet online
michael kors bags
prada handbags
2016.11.26xukaimin

Meiqing Xu said...

moncler
mont blanc pens
nike free flyknit
michael kors outlet
michael kors outlet clearance
longchamp handbags
louboutin
ugg australia boots
ugg outlet
christian louboutin shoes
20161205caiyan

dong dong23 said...

moncler uk
ugg outlet
mlb jerseys
chanel handbags
louis vuitton outlet
michael kors outlet
coach outlet online
oakley sunglasses
chicago bulls jerseys
coach outlet online
20172.15wengdongdong