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Juli 16, 2013
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Free PDF , by Cameron Herold Adrian Salamunovic
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, by Cameron Herold Adrian Salamunovic
Free PDF , by Cameron Herold Adrian Salamunovic
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Product details
File Size: 3943 KB
Print Length: 130 pages
Simultaneous Device Usage: Unlimited
Publisher: Lioncrest Publishing (January 26, 2019)
Publication Date: January 26, 2019
Sold by: Amazon Digital Services LLC
Language: English
ASIN: B07MK3H1RS
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Amazon Best Sellers Rank:
#20,996 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
When I started my software company with almost no cash, I decided that PR would have to work because it was all I really had. Well, it did work and it propelled us to 8 figures. When I saw the announcement of this book, I was thinking that it would be good to see how much of what I did would be in this book. Well, I was blown away by the depth and detail about exactly what you can do to generate wave after wave of positive press from multiple channels simultaneously.Here's a short summary of what I discovered that may be of value to others:Remember, you are creating a product for journalists - your pitch and your story is your sales process.- what personality characteristics make a great company founder?- How can you mold that into a story that journalists can use to craft a great story?Editors need stories all the time but you gotta know what they write about.They also need seasonal pieces or topical pieces ready to go when space becomes available.Your PR person needs sales training more than PR training, they need to be comfortable cold calling and must be tech savvy if your product or service is technical.You want to start the process of helping a journalist to fall in love with your brand, by “dating†first.Since journalists prefer to hear from founders and CEOs vs PR people, give them the chance to talk directly to them.Owning vs renting your media contacts: This means: don’t hire a PR agency to “rent†PR contacts, hire your own PR person and have them read this book, train them so they develop contacts that YOU own instead of having your agency own those relationships.Conduct basic research into media outlets: blogs and podcasts that are targets for your story“How entrepreneurs slay the dragon†is what the business and startup pubs want to knowThe story angle: must be spin with the audience in mind changed as you approach different media outlets - but you must know what that audience cares about:1. So what 2. Who cares 3. why you?Put limits on the scope of your pitch so it defines the shape of your story.What is your unique value proposition?Four Story Categories1. Announcements2. Evergreen - can run anytime3. Seasonal4. Stunts and events - create your own or hitch your wagon to one thats going viralFive Story Angles:1 Overcoming adversity2 Your Differentiated Culture - tie back to your product/service3 Leveraging Technology4 The Future - your vivid vision and BHAGWRITING YOUR STORY ANGLE - not the actual story but rather packaging it so the journalist can put their stamp in it and shape it into the final angle/product - you provide the bullet points, highlights, key issues: the bones of the story - REMEMBER the journalist is doing the actual writing!Understand the current climate - what topics are trending now.From the company perspective:- where is the company going?- how will you accomplish your goals?- what should you focus your attention on?Now start crafting story angles. Next, create your media targets for each angle.Identify clients who would be available for interviews and as a referral source when pitching to mediaAlign your social media, marketing, and PR strategies - this means more impressions to the same audienceUse surveys to ask customers what media they consume. Whom are those answering the quiz? Titles? Function? What do they care about?Name your competitors in your pitch “Unlike Microsoft, we offer the first year free†which piggybacks on your competitors' hard work getting their name out there and provides an angle reports can use.Use SimilarWeb.com to discover how much traffic a site gets as well as visitor demographics.Target spokesman over publications.Building Your Media List;Use reviews and target review websites to start building your list.Use a CRM for your media list and track connects, this is vital and worth the price of the book 100X over.Start your media list by searching first for your competitors and see who wrote about them, then target that same group of writersUse LinkedIn for searches. Building your Pitch. Start with the Press ReleasePress releases are the first step to the creative process: figure out what is important and relevantSteps for writing a press release;Define the problem consumers have,n ow follow with the solution, your solution.Now follow with data about the market size, growth rate, dollars spent, other compelling facts.Next, a quote from the CEO or founder or maybe another from a customer.Finally, a call to action, follow all that with a summary.And much more.This book is possibly the best blueprint to generating positive PR for your products and services ever created in such a concise way. I highly recommend getting and studying this book so you can make stuff happen without spending money on ads.
Adrian and Cameron really know their stuff! Using Free PR as our PR bible, they have helped take our small business PR strategy to the next level. In a clear and concise way, they show us the step-by-step process of compiling a media list, pitching our story and how to find and work with journalists. I used to think it was difficult to do PR and get our company mentioned in major media publications, but by following the steps laid out in this book, it really is a no brainer. I can't recommend this book enough for companies looking for exposure without hiring an expensive PR agency.
This book presents a modern view on Public Relations (PR) that focuses on you and your company as the PR agency. You are the person who knows your company strategy best and therefore you are in a better position to pitch your idea to a number of PR outlets: journalists, blogs, television, podcasts, interviews, press releases and more. The book dives into each PR area in greater detail from crafting your strategy to mastering the interview process. If you are looking to understand modern PR, this book is for you!
With the plethora of marketing books available, this quick, insightful book was a nice departure. I know I really didn't think of using free PR as part of my marketing strategy, but after reading this book, I get the "why" and most importantly the "how" to get it done. The book has full of examples and steps on how to get free exposure for your product or service. And as a bonus, it wasn't an onerous read, it was quick, to the point, and full of "value bombs!"
I'm an old-school business professional with decades of experience navigating through the PR world for my clients. I've hired and fired some many PR firms because everyone claims "leverage & relationships". Today that's BS. I love how this book dissects the inner workings of PR and really... who needs to pay for a publicist these days with some much at our fingertips. This book spells it out and simplifies it for the business owner.Bravo! A good resource for those in pursuit of beating the system.
Loved this book - I’m new to the world of PR for my small business and this is a great handbook - even for those of us that are just starting out with a PR strategy. In a world of paid media these strategies stand out. Since reading the book I have gotten on one podcast and one speaking event. Highly recommend
Another stunning book from Cameron. I used these PR strategies to land a feature on over 120 US TV stations, and even a cover shoot for Entrepreneur Magazine (we got cut on the editor floor), but still we got that a full article inside. PR works. This book will show you how; very practical (no fluff). Was a great read.
Take what you thought you knew and throw it out the damn window! Cameron is the real deal no BS guy when it comes to growing business. This is a surprisingly simple strategy for growth and as an old journalist it is exactly what I would have ran with!
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