Media coverage rarely happens by accident.
If your competitor is rewarded with great PR coverage, it’s probably because they put the effort into understanding the Digital PR process – and then making it work for them. It’s called ‘earned media’ for a reason!
But anyone can earn media coverage – and the editorial links that can go with it.
In this series of short videos, I’m going to show you how anyone can be successful. The first step is looking at what your competitors are doing – and see what lessons their success has for you. I’ve broken this down into 4 key reasons why PR campaigns work:
- Determination: They keep at it!
- Engagement: They spread memorable stories
- Humanity: They focus on people
- Treasure: They create something worth linking to
Incorporate these steps into your own Digital PR and your chances of success will be so much higher.
Digital PR Video #1: Determination: They keep at it!
Determination is one of the most important qualities of a successful media campaign. You’ll have multiple rejections, your pitches, ignored, your calls unreturned and all manner of setbacks that might make you think you’re never going to get anywhere. That happens to us all – even seasoned Digital PRs – but keep at it, learn as you go and you will be successful. (Sound a bit like link building? It is!) This video shares some tips that will help you through the dark days!
Digital PR Video #2: Engagement: They spread memorable stories
You can’t expect a journalist to ‘find’ memorable stories within your company – you’ve got to do that work for them. There’s no point saying to a journalist, “We’re the leading company in the State of xxx, could you interview our CEO?” Instead, you must ‘create’ the story by crafting a compelling reason for them to talk to you.
So how do you do that? This video will show you how.
Digital PR Video #3: Humanity: They focus on people
You could say that PR stories are not so much about the company, but about the ‘people’ in the company. People have an enduring fascination for journalists because they know their readers (that’s us!) love stories about real people.
Focusing on real people in your company can be a powerful PR strategy – and makes for some linkworthy material. As an example, let’s look at a hotel’s unique story.
DigitalPR Video #4: Treasure: They create something worth linking to
The single most important thing you can do to earn an editorial link is to create something that the journalist feels they have to share – because it adds real value to their story.
In this video, we show how an individual computer consultant won great coverage in The Washington Post.
Learn more about Digital PR with Majestic
Digital PR is now an essential part of a link building strategy. For more examples and tips, check out these posts:
So, your competitor has just got some outstanding media coverage that even includes some valuable editorial backlinks. Doesn’t it make you mad that the journalist wrote about them, and not you? Well don’t get mad, get even by using Majestic to tap into your competitor’s digital PR success. We’ll show you step-by-step how their coverage can help you uncover scores of media opportunities you can take advantage of immediately.
PR stunts have a lot to teach link builders. Last week in London, I ran a workshop for SEOs and one of the things I like to do for such events is to find a PR stunt from that day’s media stories. I nearly always find good examples but this time I struck gold – a provocative stunt from Greggs, the largest bakery in the UK – I picked out 5 PR lessons that will be relevant to SEOs and link builders worldwide.
While on vacation in NYC, a small cookie dough shop in Greenwich Village, New York City was a ‘must visit’ destination for my 16 year-old daughter. As we live in the UK, many thousands of miles away from New York, I was mildly curious as to why she had chosen that particular shop – but when we arrived at the store, I was totally gobsmacked. Let me tell you why.
In this blog post, David Kenning looked at what articles & specific topics on the BBC get the most referring domains, what websites link to these articles as well as whether there is a correlation between how linked and shared an article is.