PR & OUTREACH
This is all about knowing your media and it's vital to running a successful press office.
Up close and personal.
Become familiar with their articles, areas of expertise, publications they write for and fundamentally, what they are interested in. Go one step further and see if they reveal anything about their personal life that your product or service could even relate to.
Taking the time to read their stories and reference a more personal message when speaking to them either on the phone or via email can really go a long way. If a journalist knows you have done your research and pitched them a story that they are likely to be interested in, it makes your pitch process a whole lot easier.
Having said that, journalists are pretty busy and can often be inundated with emails or phone calls. Think about the time of day and even day of the week that you want to speak to them. It can be worth finding out how far in advance they work to see if there is a good time to engage them. Lead times will differ massively in the way a print or glossy magazine works compared to a daily online newspaper.
Clients we’ve got results for.
How do journalists and PR professionals work together?
Journalists do expect to receive communication from those who work in PR. They often welcome this and encourage PR agencies to or contacts that represent brands to get in touch. It provides a buffer between the company and journalists with a skillset that is quite niche. PR’s know how journalists work and often have ‘contacts’ in the industry.
Building relationships is the bread and butter of good PR, and it’s the role of PR professionals to carry out a lot of the desk research for the brands or businesses they represent. Taking some of this leg work away from the client is part of running a successful press office.
That intelligence is then used to create a media list, and this differs for sectors or industries. PR agencies should know who writes for which publication, be able to approach them via phone or email and have an understanding of what they are likely to publish.
What should I send to a journalist and how?
When it comes to pitching in your press release, journalists will always want to receive an email with your press release. Avoid adding huge image files as these are likely to be rejected from their inbox, either include low-resolution images or offer a link to attachments. That photo should be clearly captioned so they have everything they need.
Ultimately you are trying to persuade them that they should run this story so the more you can get on their good side or make a strong first impression, the better this will be for your long-term relationship.
Using industry tools
There are a couple of nifty industry tools that can be used to automate a lot of the above but even with these in place – it’s important for PR professionals to keep up to date with the news and follow journalists around.
We’re already partnered with industry leading Roxhill Media – the ultimate PR power tool that keeps us up to date with journalists movements, gives a stream of the latest news headlines and includes a newswire distribution to get your press release noticed by the right people.
Latest PR work.
Find out how we got this business more leads, for less ad spend.
From local salons, to national brand exposure. We grew this local Birmingham salon chain into a nationally ranking website hub.
Well known in the industry, but little visibility online. See how we scaled their rankings exponentially month on month to dominate search across and get them in front of their customers.
What clients say.
Digital Ethos have undoubtedly been a key factor in helping us get off the ground. Splitting the marketing website and user lifecycle pages into separate projects, meant we could make headway with our marketing while we were still working some bits out.
Absolutely thrilled at the result. The team have gone above and beyond to help us bring Accurist into 2020 and for the first time in our history, we’re selling our own products direct to consumer.
We chose Digital Ethos because we needed a reliable partner that shared our vision for growing the brand. They certainly delivered - and within budget.
Digital Ethos appealed to me primarily because they were able to join the dots between marketing and web development. I set them some tough challenges but I’m really pleased with the outcome.
Dr Parneet Sehmi
Hermes London Dental Clinic
The new branding is great. Our software beats the competition hands down and we needed our website to reflect that. We still have a long way to go but this is a great start.
They are honest, thorough, and very knowledgeable.
They're genuinely down-to-earth, approachable, and professional.
Billington Holdings Plc
Digital Ethos are great communicators and are quick to respond to any queries.
2020 Media International
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So, you have questions?
What can PR do for a small business?
For a small business, PR can help to raise brand awareness and get your name under the nose of the right journalists. Gaining press coverage (whether regional, industry-specific or national) is a great way to gain visibility and push your USPs.
When and where is PR most effective?
PR is effective for businesses of all sizes across any industry. The reputation of your business is critical to its success so managing how people view your brand is integral at all stages - from when you launch to when you announce your first milestones.
Can you get coverage in local and trade publications?
Absolutely! We can build bespoke media lists based on the kind of publications you would like to see your business featured in and target specific journalists.
Do I need a press release for every new product?
Press releases are a great way to announce a new product but they need to be newsworthy and have a hook.
Do you only do content based PR?
No - our PR team can also help with events and stunts too.
Can't find the answer you're looking for?
What else can we help with?
Whether your business is large or small, online-only or traditional bricks and mortar. An SEO strategy is a perfect way to get your product or service ranking on the search engines and discoverable by your customers.
From lead generation websites to full eCommerce solutions, our team can design, develop and evaluate websites with the ultimate aim of helping you meet your business goals.
Tell your story the right way with newsworthy coverage that demands attentions and earns unbeatable links. Let's make some noise together.
Social media is one of the best ways to grow and engage with your audience. Reach out to your audience and fulfil objectives with agile and data-driven strategies that truly connect with your customers.
From eye-catching websites, corporate branding and infographics to videos designed to drive engagement and interest. Our creative team has the solution.
Cut through the digital noise with a targeted advertising campaign. Tailored to you and your customers Paid Advertising is a great way to quickly increase web traffic and conversions.
Digital Ethos offer email marketing that can be a natural integration into your existing digital marketing strategies.
From initial marketing plans and mind maps to in-depth analysis and reports. A focused, consistent Strategy is key to the overall success of your marketing objectives.
Plug the holes in your sales funnel and convert more visitors into customers with a bespoke, tailored and data driving conversion rate optimisation strategy.
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