I have over 10 years experience in PR and digital marketing working with some of the worlds largest and most recognised brands. In 2013 I setup PR, Social & Digital agency Alfred, which won "New Consultancy of the Year" at the 2014 PRCA awards. From 2010 – 2013 I worked for Nelson Bostock Group, creating the digital division, Things With Wings. Client portfolio included; Amazon, Toshiba UK, Toshiba Europe, Warner Bros., Universal Pictures UK, BBC iPlayer, 505 Games, HTC, Sony PlayStation and Dreams. From launching Amazon’s social media activity in the UK to helping Toshiba UK become a social brand, and winning industry awards with video game client 505 Games for innovative social and community work, my experience covers a huge range of sectors. Prior to Things With Wings, I worked for a number of London based digital and PR agencies, including; Agency Republic, Carlson Marketing and New Media Maze, on brands including Diageo, Coca-Cola, Muller, Cadbury, MTV, EA, Budweiser and Thomas Cooke. Expert areas include: Social media strategy, community management, public relations, social media tools, communications strategy and media buying/planning for social media (e.g. Facebook, Twitter, YouTube, Google etc.)
One million percent the best route is to target and customise the approaches. Identify why you think the story is relevant and where it will sit. Highlight an existing segment or column that it is perfect for on the outlet you are targeting. Tailoring approaches is what will ensure you generate a much better conversion, this also requires using the phone to follow up. Hope this helps.
Engagement in the form of comments, likes/dislikes will give you more of an understanding than looking just at views. Also, if you include a click through on the video (in description) you can measure the click through rate and see how effective your video is at driving traffic to a website or destination. Metrics need to be suitable to the campaign, so would need to know more about the campaign to advise. Happy to discuss if you want to talk further.
Totally depends on what value you a expecting back, what's the reason for hiring the agency and how much you're willing to invest in building the company/ startup profile.
Can you share any info on the startup and what you think a PR company will do, and what you'd expect to see as ROI?
You really have to think about the objective. Why do you want to do it? Assume it is to drive traffic?
Best way, is to focus on creating content that people want to read and share, then pushing out with paid support via social platforms, influencers and partners.
Quite a broad question. Agencies and publicists that are experienced have learnt many things over the years, which will all play part of best practice. As a staring point, would suggest you think about the following:
- Ensure your pitch is concise and to the point. Lead with what is most newsworthy to readers of the publication you are targeting
- Be harsh. Consider if what you are sending them really news?
- Rearsearch the journalist and tailor pitch to reference articles they have written or areas they have an interest in
- Go to the right person. Don't sent an irrelevant story to the journalist. Make sure they actually write about what you are sending them
- Be prepared. Have facts and information ready
- Use the phone. Imagine how many emails they get each day! You're far better pitching on the phone, and talking over the news and then following up with tailored into based on their feedback
If you get the approach wrong then your pitch is going to be sent to the junk folder and you simply won't get a reply or answer.
Hope that's not too blunt! Hope it helps. Thanks.