Want to save thousands of dollars by doing your own PR and marketing?
According to Prasatya, he has a proven public relations (PR) system that had helped his company to get over 200 pieces of press coverage in Southeast Asia’s top-tier media… FOR FREE!
In this piece, Prasatya shares five strategies you can use to get press coverage for your company.
1. Listing The Top Media Outlets In Your Region
The Iprice Group started their PR process by listing the top 50 media outlets where they operated: Indonesia, Malaysia, Singapore, Thailand, Vietnam, Philippines and Hong Kong.
Afterward, they set internal targets for the number of media articles they would secure in those outlets each quarter.
2. Building A Relationship With The Right Journalist
After compiling the top media list in their market, the team identified who would be the best journalist or editor to contact.
Prasatya explains: “We spend our time and energy getting in touch with the right person at each media outlet. Since we’re an e-commerce company, we look for writers who cover start-ups, e-commerce, and technology.”
Prasatya explains how his team builds solid relationships with media:
- They find the journalists’ or editors’ contact information via social media (LinkedIn, Facebook, Twitter) and invite them to connect.
- The Iprice team reads their articles to understand what kind of topics and formats they like, as well as their writing style.
- Once they have their personal email, the team emails the journalist to explain what they like about their writing, give a brief introduction about Iprice and share what story or research they’re working on.
- Since the Iprice team is based in Malaysia, sometimes they fly to other countries for face-to-face meetings with journalists or editors. Sometimes they collaborate on projects together.
For example, the Iprice team developed a blog post with tips on how Indonesian startups can build relationships with the local media. In this article, they featured videos of writers at well-known publications sharing their advice.
- Once they have built a rapport with the journalists, the Iprice team keeps in touch with them on social.
Prasatya sums it up perfectly: “A good relationship with the media is sustainable and mutually beneficial; not a purely transactional one.”
3. Creating Great Content
The Iprice Group Content Marketing Team then focused on creating insightful and newsworthy content. “We will never only talk about how good we are, what service we offer and other boring things,” says Prasatya. (To which I say, on behalf of journalists everywhere “thank you!”)
Prasatya shares examples of some of his team’s content that were featured in more than 15 top news outlets across Southeast Asia and garnered over 5,000 social shares each including:
- Who in Southeast Asia pays the most for an iPhone 7? (Tech In Asia)
- Garena Rebrands as “Sea,” Secures $550M to Double Down on Indonesian E-Commerce (Inc)
- Why Grab is a cheaper option in Singapore(Singapore Business Review)
- Did you fall for these? April Fool’s 2017 best pranks and fake news (Channel NewsAsia)
How does Iprice create insightful and newsworthy content?
The team conducts research on what’s gaining traction in Southeast Asia and around the world. To do so, they use online tools such as Google Trends, event calendars, local news websites and good ol’ fashioned talking to people.
Next, the team tries to create a unique story to capitalize on the momentum of a specific event. For example, when the team saw a lot of media publishing “boring” news about the iPhone 7 including the evolution of the iPhone and the technology inside the iPhone, they decided to rank countries based on the price of iPhone 7 in that country.
They also compared how much people need to work in each country to afford the iPhone 7. (Now that’s a story that anyone would be interested to read.)
Finally, the team repackaged the article into different forms of content including an infographic, interactive content and video.
4. Perfecting Your Media Pitch
After the content is ready, the team presents their media pitch. Here’s an example of a personalized pitch that landed them coverage in Tech In Asia.
Before sending their pitch, the team gets in touch with the right person at the media, depending on the type of story.
Prasatya says: “We always do A/B testing with our approach to the media to see which approach is better. For example, we try many different formats and track the response rate and conversion or publication rates. Then we will use the one with the highest response and conversion rates.”
5. Sharing The Love On Social
Whenever a journalist publishes one of their articles, the Iprice Group team always thanks them on social media, as well as tag their personal and company social media accounts.
The Iprice Group team analyzed online consumer behavior during Ramadan in Indonesia and Malaysia. (Both Indonesia and Malaysia have the largest Muslim populations in Southeast Asia.)
The team then compared 800,000 visits of their Indonesia and Malaysia websites, from two weeks before Ramadan and in the first two weeks of Ramadan.
They found out that people are using their Suhur time (eating early in the morning) to shop online. In fact, they witnessed a whopping 400% JUMP in online shopping during the Ramadan period.
They also found that during lunch time, people use their lunch break to shop online – a 60% jump during the Ramadan period.
As shown by the team at Iprice Group, it’s possible to successfully do your own PR if you follow these five key steps.
This article is written by Joe Escobedo. The original article can be found here.
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