SPARK 2016: Paying for PR—and Other Myths of Pitching the Media
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Transcript of SPARK 2016: Paying for PR—and Other Myths of Pitching the Media
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Paying for PR—and Other Myths of Pitching the Media Mat t S iege l
m a t t @ m a t t s i e g e l m e d i a . c o m
w w w. m a t t s i e g e l m e d i a . c om
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L e t ’ s t a l k a b o u t :
Earned Media MythsD e b u n k i n g f a l s e b e l i e f s a b o u t o r g a n i c p r e s s
Earning media isn’t about waiting for
influencers to discover you in your own
habitat; it’s about the strategy of reaching
out and making connections.
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Wa r m - u p M y t h :
90% of editors wear vintage glasses.S
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Ok. That myth is true. Wa r m - u p M y t h :
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You have to pay for press.The belief: advertorials and sponsored posts are your only
hope, your money is greener than your content, and you
have to pay (see also: bribe) your way into the game.
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M y t h # 1 :
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You don’t—and probably shouldn’t.Money can buy exposure, but it can’t buy interest. And if
you haven’t captured the interest of editors, you’re not
going to capture the interest of readers—not unless you
plan on paying them too. The best results come from
valuable content, not expensive content.
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You have to rely on the kindness of strangers.The belief: covering your brand is akin to charity work, so
you have to find some young and benevolent editor willing
to take a risk by writing about you.
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M y t h # 2 :
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Nope. It’s the other way around. Editors go to sleep at night worrying where their next story
will come from; if you can help remedy that, your content
becomes an asset rather than a liability. It’s all a circle, just
like in The Lion King. Stop worrying about bothering
editors—and start offering them free meal tickets.
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You have to know the right people.The belief: the media runs on personal connections and
secret handshakes. If you don’t have name recognition,
you might as well go home.
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M y t h # 3 :
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No, though it helps to say hello.Cameron Crowe started writing for Rolling Stone when he
was sixteen. If you’re in this room, you have more clout
than he did. But who couldn’t use a little more?
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Other people’s PR teams.S
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L e t ’ s t a l k a b o u t :
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TrackMaven-ing publications.S
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Editorial calendars.S
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Questions? matt@matts iegelmedia .com
www.matts iegelmedia .com
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