In this talk, I compare and contrast my experiences in traditional PR to digital PR for SEO, where coverage is secured for links.
In particular, I focus on the three main areas of the outreach role, and where I believe a PR skillset can best be applied to outreach campaigns
Story – Crafting the right angles for a story, ensuring your ideas will interest journalists.
Outreach – Ensuring your pitch stands out to the right journalist with a direct, punchy email.
Ideation – Deep-dive research of your target industry, knowing what’s out there and where you can contribute.
Throughout the talk, I talk about relevant examples of campaigns I’ve worked on from both roles and specific campaigns, how a PR client with a national reputation can be managed, and how PR and SEO interact in delivering outreach campaigns.
Key takeaways from Jack:
Flexibility is a strength of link-building campaigns because you always have the opportunity to change the story if the original idea can’t get links.
Link-building is different to traditional PR in this sense as you will struggle to change the story when selling a specific business or person’s interest.
It is possible to treat link-building as a PR exercise, by regularly getting your client top-tier coverage where they are mentioned as the source of the story. It enhances trust in the brand and cements their reputation.
Get straight to the point when contacting journalists. They won’t take the time to read your email if you don’t!