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Unleash
your

inner PR geek
#MORE

GEEKS
Public
relations
needs
SMM
SEO
SMA
CONTENT
MARKETING
INFLUENCER
MARKETING
COMMUNITY
BUILDING
SOCIAL
LISTENING
There’s..
Canyou
keep up?
Timeto
GET YOUR 

GEEK ON
LET’S HACK
Project management
Email
Pitching
Follow-up
Tracking results
Bringing it together
Project
management
PRteams
CANLEARNALOT
FROMSOFTWARE
BUILDERS
Takethis
KANBANboard
Here’sadigitalexample:
Checkthis5-minguide
Looks cool. 

Worksextremelywell.
It’s an efficient, collaborative way to manage projects.
Thisisthesoftwareweuse:trello.com
✔ Intuitive
✔ Flexible
✔ Reduces email
🚫 Can get messy
OurownPRagencyprefersa
morestructuredtool:asana.com
✔ Low and high level tasks
✔ Transparency for clients (they see what you do)
✔ Removes need for email
✔ Templates for fast...
Email
2143
Auch!Butrecognisable,

isn’tit?
0
Would’nt
youlove
this?
0 Abitofprocess
andsoftware
canhelp


Trytheinbox0
approach
It’s about how to reclaim your
email, your attention, and your
life. That “zero?” It’s not how
many messages are in your
i...
Thise-mailadd-on
workslikeacharm:
BOOMERANG
Throw away e-mails and return
them when you need
BTW,

wejust
publishedafree
ebookaboutthis
Get it now 〉
Pitching
Offering a story to an
influencer…
PITCHING =
49
… together with 

other people.
Because,onaverage,

ajournalistgets
Source 〉
over 50pitchemailsperday
make yours

count
In2015
there’s no excuse

todobadpitches
Every,single pitch that is
researched and targeted is
100% effective. If you build a
relationship with a blogger or a
jour...
Find relevant contacts
Know their needs
Pitch visually
1
2
make Sure to

3
You can find all influencers online:
GEEKS are here!
But don’t fear,
A hard part can be

finding their 

e-mail address
Guess email addresses 

with an Email Permutator
Guess email addresses 

with an Email Permutator
(it makes a list of emails)
Install a mailbox add-on like Rapportive

to check which one works
More tricks
STOP
Before you pitch,

make sure you know what’s on your
contacts’ minds
Find them on social media

with MailMatch
Follow them on social media
Read their updates every day
✔ Build multiple lists
✔ Keep them manageable
✔ Interact
✔ Combin...
Also read their articles
subscribe to updates of digital articles

in Feedly
Pitch
visually
We process visuals 

60,000 times faster

than text
9.7x
7.4x+
+ +
4.3x
1.8x
= Attachments, soundbites, charts, interactive,…
Multimedia content gets viewed 

a lot MORE
9.7x
Send

visual pitches
(that load fast)
I begged, begged, PR
professionals to send video and
multiple photos with their news
releases.
Clay Morgan
Former editor, ...
An example
multimedia
pitch

with Prezly
More on
pitching in this
quick slide
deck:
Follow-up
In software sales,

If you follow up with web
leads within 5 minutes,
you’re 9 times more likely
to convert them
SPEED

MA...
Use the DRY principle of software design:

Don't 

Repeat 

Yourself
The same applies when selling stories:

Follow up fast
Save time with canned replies
shared by the team 

with Yesware
Anticipate replies by tracking the
responses to your emails

with Yesware
In sales,

80% of non-routine sales
occur only after at least
five follow-ups
PERSISTENCE

PAYS OFF
Source 〉
Given the email onslaught we all
suffer from, it is relatively easy for
good releases to get overlooked,
or simply lost. I...
When reaching out to multiple people, 

you can save time with automated sequences
✔ Define a small, specific list of cont...
It’s possible to set this up

with Outreach
You can share sequences with your colleagues,
tune emails and measure the succes of
different templates and sequences
Tracking results
bad

at proving their value
PR have always been

With digital analytics
tools there’s
no excuse
There are plenty of ways
to measure
Outputs &
Outcomes
Your first step?

showing reach with
coverage books
Outputs
Keeps the junior PR’s busy:

Repeat X times:
1) Go to site. Take screenshot.
2) Paste in Powerpoint.
3) Look op domain val...
Do this in minutes with
Coveragebook
✔ Screenshots
✔ Estimated views
✔ Estimated shares
✔ Domain authority
Outcomes
Have a website?
Track goals 

in Google Analytics
✔ Sign up to a newsletter?
✔ Download information?
✔ Fill out c...
Example conversion funnel
Completearticle
Google Analytics can be
overwhelming
Keep it simple. 

Present the info you need in a spreadsheet
HowtobringGA
datainGoogle
sheets
Example automated content spreadsheet
Bringing it
together
With so many moving parts,
how do you keep

the overview?
Over
150.000
teams use
It’s the fastest growing B2B software ever.
Use it to
✔ Collaborate remotely (chatbox)
✔ See team activity (link other software)
✔ Look up things (search, archive)
We...
Pull in social activity
And decide who’ll follow up
Listen to conversations
And decide who’ll follow up
Display todo’s
This are notifications of our content
calendar in Google docs
Display progress
This is a notification from project
management system Trello
Search in your
history
Easily retrieve decisions
you made or files you
shared
Display progress
This is a notification from project
management system Trello
Integrate own software
Example where we look for press
releases from clients
HACKING
Project management
Email
Pitching
Follow-up
Tracking results
Bringing it together
Spread

the word:
Tweet now
Check prstack.co
More TOOLS?
Whythis presentation?
We’re a team of geeks that
build PR software.
Presentation by Prezly
The CRM for PR pros
Get a 15-minute demo
✔ Better understand your contacts
✔ Publish your stories o...
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Unleash your inner Public Relations geek

Public relations needs more geeks.
It’s a new world of SEO, SEA, SMM, PPC,..
Can you keep up? It’s time to get your PR geek on.

Follow along for an overview of hacks to the PR workflow:
- Project management
- Email
- Pitching
- Outreach
- Keeping an overview

Unleash your inner Public Relations geek

  1. Unleash your
 inner PR geek
  2. #MORE
 GEEKS Public relations needs
  3. SMM SEO SMA CONTENT MARKETING INFLUENCER MARKETING COMMUNITY BUILDING SOCIAL LISTENING There’s..
  4. Canyou keep up?
  5. Timeto GET YOUR 
 GEEK ON
  6. LET’S HACK Project management Email Pitching Follow-up Tracking results Bringing it together
  7. Project management
  8. PRteams CANLEARNALOT FROMSOFTWARE BUILDERS Takethis KANBANboard
  9. Here’sadigitalexample:
  10. Checkthis5-minguide Looks cool. 
 Worksextremelywell. It’s an efficient, collaborative way to manage projects.
  11. Thisisthesoftwareweuse:trello.com ✔ Intuitive ✔ Flexible ✔ Reduces email 🚫 Can get messy
  12. OurownPRagencyprefersa morestructuredtool:asana.com
  13. ✔ Low and high level tasks ✔ Transparency for clients (they see what you do) ✔ Removes need for email ✔ Templates for faster, better work asana.com
  14. Email
  15. 2143 Auch!Butrecognisable,
 isn’tit?
  16. 0 Would’nt youlove this?
  17. 0 Abitofprocess andsoftware canhelp 
 Trytheinbox0 approach
  18. It’s about how to reclaim your email, your attention, and your life. That “zero?” It’s not how many messages are in your inbox – it’s how much of your own brain is in that inbox. Especially when you don’t want it to be. Merlin Mann Writer, Speaker, 
 and Broadcaster Moreaboutinbox0
  19. Thise-mailadd-on workslikeacharm: BOOMERANG Throw away e-mails and return them when you need
  20. BTW,
 wejust publishedafree ebookaboutthis Get it now 〉
  21. Pitching
  22. Offering a story to an influencer… PITCHING =
  23. 49 … together with 
 other people.
  24. Because,onaverage,
 ajournalistgets Source 〉 over 50pitchemailsperday
  25. make yours
 count
  26. In2015 there’s no excuse
 todobadpitches
  27. Every,single pitch that is researched and targeted is 100% effective. If you build a relationship with a blogger or a journalist and you pitch them what you already know they write about, you will hit a homerun every time. Gini Dietrich CEO Arment Dietrich
 Author @spinsucks Readon:
 HowtoPitchaStoryLikeaPro
  28. Find relevant contacts Know their needs Pitch visually 1 2 make Sure to
 3
  29. You can find all influencers online:
  30. GEEKS are here! But don’t fear, A hard part can be
 finding their 
 e-mail address
  31. Guess email addresses 
 with an Email Permutator
  32. Guess email addresses 
 with an Email Permutator (it makes a list of emails)
  33. Install a mailbox add-on like Rapportive
 to check which one works More tricks
  34. STOP Before you pitch,
 make sure you know what’s on your contacts’ minds
  35. Find them on social media
 with MailMatch
  36. Follow them on social media Read their updates every day ✔ Build multiple lists ✔ Keep them manageable ✔ Interact ✔ Combine strategic & conversational msgs
  37. Also read their articles subscribe to updates of digital articles
 in Feedly
  38. Pitch visually
  39. We process visuals 
 60,000 times faster
 than text
  40. 9.7x 7.4x+ + + 4.3x 1.8x = Attachments, soundbites, charts, interactive,… Multimedia content gets viewed 
 a lot MORE 9.7x
  41. Send
 visual pitches (that load fast)
  42. I begged, begged, PR professionals to send video and multiple photos with their news releases. Clay Morgan Former editor, The Daily News Journal ”
  43. An example multimedia pitch
 with Prezly
  44. More on pitching in this quick slide deck:
  45. Follow-up
  46. In software sales,
 If you follow up with web leads within 5 minutes, you’re 9 times more likely to convert them SPEED
 MATTERS Source 〉
  47. Use the DRY principle of software design:
 Don't 
 Repeat 
 Yourself The same applies when selling stories:
 Follow up fast
  48. Save time with canned replies shared by the team 
 with Yesware
  49. Anticipate replies by tracking the responses to your emails
 with Yesware
  50. In sales,
 80% of non-routine sales occur only after at least five follow-ups PERSISTENCE
 PAYS OFF Source 〉
  51. Given the email onslaught we all suffer from, it is relatively easy for good releases to get overlooked, or simply lost. In such a case, an email reminder (or tweet, if the reporter is fairly conversational on Twitter) can help. Shonali Burke CEO Shonali Burke Consulting
 Founder #measurePR Readon:
 TheArtofthePerfectPressReleaseFollow-Up ”
  52. When reaching out to multiple people, 
 you can save time with automated sequences ✔ Define a small, specific list of contacts ✔ Create sequences of emails ✔ They automatically get sent if the contact didn't reply ✔ It feels like manual follow-up, but it isn't
  53. It’s possible to set this up
 with Outreach
  54. You can share sequences with your colleagues, tune emails and measure the succes of different templates and sequences
  55. Tracking results
  56. bad
 at proving their value PR have always been

  57. With digital analytics tools there’s no excuse
  58. There are plenty of ways to measure Outputs & Outcomes
  59. Your first step?
 showing reach with coverage books Outputs
  60. Keeps the junior PR’s busy:
 Repeat X times: 1) Go to site. Take screenshot. 2) Paste in Powerpoint. 3) Look op domain value in Opensite Explorer. 4) Paste in Powerpoint. 5) Look up social shares in Buzzsomu. 6) Paste in Powerpoint. Bye bye afternoon.
  61. Do this in minutes with Coveragebook ✔ Screenshots ✔ Estimated views ✔ Estimated shares ✔ Domain authority
  62. Outcomes Have a website? Track goals 
 in Google Analytics ✔ Sign up to a newsletter? ✔ Download information? ✔ Fill out contact forms? ✔ Buy direct from the site?
  63. Example conversion funnel Completearticle
  64. Google Analytics can be overwhelming Keep it simple. 
 Present the info you need in a spreadsheet
  65. HowtobringGA datainGoogle sheets Example automated content spreadsheet
  66. Bringing it together
  67. With so many moving parts, how do you keep
 the overview?
  68. Over 150.000 teams use It’s the fastest growing B2B software ever.
  69. Use it to ✔ Collaborate remotely (chatbox) ✔ See team activity (link other software) ✔ Look up things (search, archive) We haven’t sent emails internally since 0
  70. Pull in social activity And decide who’ll follow up
  71. Listen to conversations And decide who’ll follow up
  72. Display todo’s This are notifications of our content calendar in Google docs
  73. Display progress This is a notification from project management system Trello
  74. Search in your history Easily retrieve decisions you made or files you shared
  75. Display progress This is a notification from project management system Trello
  76. Integrate own software Example where we look for press releases from clients
  77. HACKING Project management Email Pitching Follow-up Tracking results Bringing it together
  78. Spread
 the word: Tweet now
  79. Check prstack.co More TOOLS?
  80. Whythis presentation? We’re a team of geeks that build PR software.
  81. Presentation by Prezly The CRM for PR pros Get a 15-minute demo ✔ Better understand your contacts ✔ Publish your stories online and on social media ✔ Alert your contacts with quick multimedia emails

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