Every time send one press release - not enough to get fame and editorial links. If you really want to take advantage of online PR-campaign, we must be guided by a promising approach and earn the trust among media and your customers.

The only press release may provide you some coverage of the event, but this success is the exception rather than the rule. Your target journalist can just skip your message, or has run out of space, or did he just forget to write about you.

But regularly sending newsworthy press releases, journalists will you remember and learn. Then the probability of obtaining coverage increases. However, finding an interesting history is also very difficult. You must have a plan, which we will tell you in this article.

1. Building confidence among customers

Public Relations - is one of those areas where customers have already fired. Thus, they may have a skeptical attitude to this and you have to build a relationship of trust.

HelpAReporter.com is a good place for SEO-specialists, from which you can start an online PR-campaign, as well as a great way to create an atmosphere of trust. Service gives you the following features:

  experience of what journalists are looking for;
  the possibility of cooperation and interaction with journalists;
  editorial coverage and links if your offer of cooperation was successful.
Although this is a very useful addition to the process of link building, it is impossible to build a public relations campaign to HARO alone.

2. Read everything that comes in your hands

If you really want to learn how to create news on your market, you have to read a lot of magazines, news sites, blogs, and even the general press. Such a study will provide you with the raw materials to fuel your creativity.

In the era of digital screens phrase "everything that comes in your hands" may seem a bit absurd. But she was chosen on purpose. Cover the latest issue of New Scientist (print edition) can hold the title of the article "Not enough words - that we lose when we read from the screen."

So try to read the paper version of the trade press or print the relevant articles and PDF-files. Make an effort to read the material carefully, and not just view the article. Take time to read, you get much more benefit.

3. Research the media, journalists and bloggers

You must have a good contact list of targeted journalists and bloggers. You can create it by hand on a small scale, but if you want to get serious results, you have to invest in the media database. It will save you money in the long run.

Media database, such as Vocus.com or Cision.com, excellent for quickly creating media lists and journalists, plus there is all the contact details that you need. The package also includes a Press Release Distribution - This option is particularly attractive for those who are already using this service. The package price is about $ 3,000 a year.

MuckRack.com - another service that should be considered. This is a database of journalists of leading media, which allows you to see what they write and tweets. Price - from $ 197 per month, with no long-term contracts.

4. Learn how your client looks for an event that deserves press coverage

Clients often underestimate the news value of their own companies, so you have to help them see the potential. Of course, the launch of the new product is likely to be good information occasion, but this is not always the case. Unexpected turn of events can earn coverage.

Take the story of culinary bookstore - no special occasion for media coverage in terms of the business concept. But when the owner got the idea to prepare meals for their customers on the basis of the recipes in the books, it was a good episode for coverage of the event in the newspaper "The Guardian" in the article "Cookbooks: bookstore, which tests recipes for you."

The actions described in the second paragraph, provide you with a good overview of the materials that are published in the industry of your customer. Then plan the coming year with the client - Aim to create at least one decent lighting in the press stories a month.

5. Look at what has already been done for PR-campaign

A very large amount of creative content is to build links - this infographic, video, contests and publications. Often promote such content is based on the traditional link building and was not used for the purpose of PR-campaign.

A good idea is to consider the content that is created by your client in the past year. Perhaps there are ideas or information that can be used to refresh and re for PR.

6. Develop an outline for your client approval

Your PR-campaign will work best when your messages are fit and complement each other. This is not an easy task, so you need to help your client to develop such messages. Here are the steps:

Conducted a survey and brainstorming to develop a core set of client business propositions that describe how they do business, what is important to them and what makes them unique.
For each statement choose a memorable catchphrase, which is easy to cite.
For each statement, create a web page or the content that would complement or explain statement.
These statements should be placed in a table with three columns:

Statements about core business activities will give you a solid foundation for the PR-work.

Catchphrase ready to provide you with quotes that you can include in your press releases or interviews with journalists.

Web pages that explain the allegations give you a URL to provide to interested journalists who want to learn more. This simple table is an excellent guide for writing press releases, guest posts and more.

7. Carry out a customer survey

Sometimes customers have an extensive overview of the market, which they can share with you. This is a very useful material for the planning of PR-campaign. But in most cases they will not have such a review, so that a good idea may be to discuss the possibility of a customer survey.

Not only is the customer survey will provide valuable marketing understanding of the situation, but it can also create a unique and original content to attract and thus attention. See the article "6 reasons why you should use market surveys in their link building campaigns."

8. Be prepared for questions

The ideal situation is when you sent out a press release with links to supporting materials targeted journalists, and those have everything you need to write an article without asking you any further questions.

But sometimes journalists will contact you to find out more or to check the facts, so you should always be available and ready for such a situation. Your task is to provide answers to their questions, as well as more information.

On how you will respond to such requests, it depends on whether the published article.

It is important that you consider what questions journalists might ask, when appeals to you, and that you were in the presence of interesting facts or a point of view that will act as a reward for what they have contacted.

output

Media coverage is not always conducive to the creation of links, but the media are increasingly becoming aware of the usefulness of providing links to the source for its readers. In addition, media coverage encourages other journalists and bloggers to write about you, but these additional articles can also bring links.