11 Steps to PR in the Age of [In]Attention
PR in the Age of Attention - How to attract the right kind of attention in today's media. This presentation contains 11 steps to understanding the market, as well as tips & techniques to staying on top.
Published on: Mar 3, 2016
Transcripts - 11 Steps to PR in the Age of [In]Attention
We are mobile:
39 of top 50 digital
news sites receive
more traffic from
mobile than desktop
content in their
“stream” via app
New content platforms
Instant Articles, Twitter
Apple News, etc.
In 2015 roughly $10.7B
was spent on native
ads, up from $7.9B in
This simple storytelling
structure has worked
for thousands of years
Hurdle / Old way of
3-5 Words Max
3-5 Words Max
• Tired phrases that have lost their meaning:
next generation, leading edge, disruption.
• Overused words: disrupt, literally, leverage.
• Nounification: “the ask, the solve.”
• Cultural trends: on fleek, hot takes, hot
mess, throw shade.
You get the idea!
There are two ways to get news coverage: be part of
today’s news or make your own.
Smart PR people:
• Situate stories within context
• Convince CEOs to take meetings with young
• Remove marketing collateral from meetings
• Make spokespeople quotable
• Eliminate Powerpoints from briefings
• Follow up
• Find a good replacement spokesperson
• Withhold advance briefings on reporters who
• Take no for an answer
8 out of 10 read a headline,
only 2 click through.
Here’s how to increase CTR:
• Words like “photo” and “who”
• Bracketed info: [infographic] or [video]
• Numbers and percentages
• Keep it short: 80-100 characters (20 to 40
are even better)
What not to do:
• Use words like “easy,” “magic,” “cure” and
• Reference to reader with “you” or “your”
• Use superlatives like “always”
A press release
should read like
a news story.
Pick your target.
Write like they do.
1. Expect the reporter to know nothing
2. Know what the reporter covers
3. Know what’s happening in the news
4. Anticipate the questions
5. Write your answers
7. Use pauses and silence well. Don’t fill the space
8. Be yourself
10. Follow up
11. Once the story appears, make sure it is on track
1. Give them something they can use in your email.
Don’t go for the phone call.
2. Use a conversational tone and include short
points and sound bites. Add to the story, don’t
3. It’s not about you. Remain vendor-neutral and
share your point of view, not your product.
4. Be fast.
5. Say something useful/unique/contrarian or
don’t do it.
6. Offer the big picture. It’s just as important to
look ahead as it is to talk about the present.
“I think there’s a good chance that in five to ten
years the Internet is going to look really
different, just like it did five or ten years ago,”
BuzzFeed Distributed head Summer Anne
Burton. “And one of those trends might be that
people consume media within the places where
they’re also networking with their friends.”
• What are you trying to achieve? Leads,
awareness, crisis containment? Tie metrics to the
• For leads, measure reach and engagement.
• For awareness, measure sentiment and share of
• For conversation, measure influence.
IS PR HELPING YOU MEET YOUR BUSINESS GOALS?