SAScon beta 5 ingredients for a successful digital PR campaign

@lauracrimmons #SASconBeta

5 ingredients for a successful digital PR campaign

Laura Crimmons @lauracrimmons

#SASconBeta


76% of journalists feel more pressure now to think about their story’s potential

to get shared on social platforms



# 1 :

Timing


Give the journalist a reason to cover it now or you’ll end up at the

bottom of the pile


Identify internal

experts & create author

page

Build calendar of potential

‘events’

Proactively contact

journalists ahead of

‘event’ with predictions or offer of live commentary

Monitor for ‘events’ to

target from a reactive

perspective

Newsjacking - Proximity to a trending topic



Tap into a national holiday or event


Use the past to predict the future…


Offer an exclusive


Think about the risks…


What upcoming ‘events’ might take precedent over your story


# 2 :

Imagery


“A picture’s worth a thousand words”


What was the last news story you saw without an image?





It’s not just about static images though…


% of pages with video

23% 78% 56% 54% 13% 58%


Think about the websites you’re targeting and what

type of imagery you’ll need


# 3 :

Copyability


A S K Y O U R S E L F :

“Can a journalist tell the story without linking to me?”


If the answer is yes, go back to the

drawing board…


If the answer is no, celebrate!


A press release does not justify a link


Data on its own does not justify a link


A pretty picture on its own does not justify a link





Also think; could this story be about a competitor?


# 4 :

Human/ Relatable


The all-important ‘So what?’ question









# 5 :

Shock/ Emotion


“I've learned that people will forget what you said, people will forget

what you did, but people will never forget how you made them feel.”

― Maya Angelou


Emotions

Fear

Anger

Sadness

Joy

Disgust

Trust

Anticipation

Surprise




Emotions

Fear

Anger

Sadness

Joy

Disgust

Trust

Anticipation

Surprise




Emotions

Fear

Anger

Sadness

Joy

Disgust

Trust

Anticipation

Surprise


In summary…1. Why is this relevant right now?2. Are there any other planned events that might interfere with my story?3. What can help people to visualise the story I’m trying to tell?4. Is a static image right or does it need video/animation?5. Could this campaign be done by one of my competitors?6. Am I covering something that hasn’t been done before?7. Can a journalist write about my campaign without having to link to me?8. What’s the human element — who does my story help/affect?9. Are there case studies I can find to tell the story for me?10. What emotions does my story tap into?11. Is my story shocking or too obvious?


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@lauracrimmons

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SAScon beta 5 ingredients for a successful digital PR campaign

Marketing