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Miranda Miller

Digital PR Pitching Etiquette: 3 Critical Rules for Online Public Relations Outreach

Miranda Miller on Feb 6th, 2013     Online Marketing, Online PR

Online PR rules for more effective link building, guest blog pitching and moreOver the course of my online marketing career, I’ve had the opportunity to participate on both sides of the online PR outreach process, pitching publications on behalf of clients as well as receiving them as a search and social industry journalist. In the course of performing outreach for clients and receiving hundreds of pitches from other PR professionals and in-house marketers, a few important rules became crystal clear.

Companies use online PR in a number of different ways, depending on the desired outcome. You might pitch mainstream media to offer a company executive up as an expert source on a breaking news story, in order to build your company’s credibility. Where the goal is to earn links back to your website, you may offer guest posts or interviews to industry bloggers or digital magazines. Your focus might be increased exposure in your target market, in order to increase sales of a certain product or service.

Lee Odden

The One Thing Killing Your Blogger Outreach

Lee Odden on Jun 20th, 2012     Online Marketing, Online PR

blogger outreachLike many other marketing and PR blogs, we get a lot of inquiries from PR agencies and reps to write about their clients. I ignore about 80% of them.

Why? It’s mostly due to the pitch not being relevant. OMB is an agency blog with the purpose of promoting thought leadership for TopRank Online Marketing. It’s not a news site, it’s not a blog starved for ideas or in need to cover the latest software launch.

With blogger outreach, a lot of focus gets put on the hook or the angle of a pitch. Even if the message is relevant and compelling, I find a lot of those pitches still fail by leaving out one really important thing. Even if the pitch is only 90% relevant or if the hook wasn’t entirely compelling, including that one thing means there’s a good chance I’d act on it. What’s the one thing?

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