Our expert outreach panel were a massive highlight of the outREACH Online Conference. The all female panel included Gisele Navarro, Carrie Rose, Ruth Barrett and Laura D’Amato. We were so fortunate to have them share their tips and experiences. So much was covered in the session that we were unable to get through all the questions asked by our audience.
Happily, these wonderful women took the time after the conference to answer your questions, so sit back, relax and take in some serious knowledge…
How do you forecast ROI when pitching campaigns?
Carrie Rose: Usually, we KPI on the following: Links (number of, traffic drive (organic not paid), and social shares) With our campaigns we have a process that delivers more than just links and therefore add KPIs for that. We base it off previous success – we know off the top of our head how many links we should expect based on the story, the angles, the outreach opportunities. We don’t KPI on number of followed/no followed links, revenue or organic traffic. Thats all out our hands (unless we run the whole marketing mix).
Ruth Barrett: We work backwards from an overall strategy and forecast, based on what we believe it will take to generate the results that the client wants, and in turn, the number of links we need to gain across the relevant sectors. The campaigns we deliver all depend on the allocated resource, the size of the campaign, the time being spent on the creation, the websites and publications it would be of interest to, the numbers of news hooks the piece has, and how long we plan to promote it for.
Laura D’Amato: We usually look at similar campaigns that we have done before to try to predict the results. We might not know exactly which journalist is going to cover it but we can replicate the outreach approach. On top of this, we make sure to have different potential headlines and stories so we can reach out to different journalists.
We also adapt our strategy for every client and every campaign depending on the current events happening in the media and in the world. For example, during the pandemic, it was harder to predict the ROI of a campaign due to journalists being asked to cover COVID-19 stories. On the other hand, we sometimes know of some events that will help with outreach. For example, when the Royal Wedding happened, we knew that our campaign about the royal family would get some good coverage.
I think you need a mix of experience and intuition to predict the ROI of a campaign and still, you can never be 100% sure.
Often, our clients feel obliged to get their PR team involved because we’ve used the term ‘PR’ and even more often those PR teams block us from doing link building in this way. How do you navigate digital PR conversations with a client’s PR team? I feel like I spend more time talking about what I do than actually doing it!
Gisele Navarro: We try to get as much information as possible off them beforehand: Can they put together a do-not-contact list for us? Are there any launches/campaigns they are working on that we need to be aware of to avoid overlap? What about anything they’ve got planned where we can support the message with our campaigns? Can we agree on a process for vetoing contacts that doesn’t require us to send target lists for sign-off every time?
We found that the more we can agree beforehand, the better as it reduces the back and forth once the campaigns are running.
Carrie Rose: This was the biggest barrier I faced in my previous role – we changed the use of the word PR to content marketing to show how we are different. We use it in all internal and external comms to prevent clash. The last thing we want is PR to be controlling our campaigns and content. However, more recently we’ve seen a shift in this. Where the power and control is in the digital PR/content marketings hands now.
Ruth Barrett: If a client has an internal PR team or external agency it’s vital that you help build a strong relationship with them. They can provide vital insight into the client, their customers and the business in general. I would ask to see their internal marketing plan to ensure there’s no overlap, and ask for their opinion on the campaigns you plan to create. You never know what great internal data or contacts they could provide to support it.
Laura D’Amato: The key is to build a relationship with the internal PR team of the clients. Early on, we try to arrange meetings with them to understand how they do their PR and what they are expecting from our work but we also remind them that we don’t have exactly the same goal. We are building links and therefore, we have completely different techniques than traditional PR. It is something that we explain from the very beginning, using case studies of similar clients we have worked with. From experience, a lot of people just don’t understand the difference.
Before launching a campaign, we prepare a short outreach strategy that we share with the PR team so they can have an idea of how we are going to approach journalists and the stories we are going out with.
It is important to remember that they have expectations and KPI’s too and it is normal for them to want to go out with a coherent brand message.
We have clients in so many different industries which means I’m often pitching very different journalists who specialise in different areas. I think this makes it a little more difficult to build strong relationships with them as there are not many who I pitch on a regular basis. What are your best tips for creating good relationships with journalists who you may not speak to regularly?
Gisele Navarro: I’ve got two simple tips for this, nothing flashy:
Tip 1: Don’t waste their time
A simple way to ensure you’re not wasting their time is to avoid pitching stories or content that you’re not at least 90% confident they will like to at least check out by themselves. Once they get back to you with questions or additional requests, do your best to be responsive and get all the information they need over to them quickly. Lastly, if you know that something they asked for is a no-go on your end, be open and honest about it – tell them and don’t string them along..
Tip 2: Remember their requests
If a journalist once told you that she needs images to be a certain size or that their site can’t host videos, make a note for yourself to ensure next time you keep those special considerations in mind from the get-go. It’s a simple thing that doesn’t cost you anything and will make a big difference to them.
Carrie Rose: Straight after sending them a story, follow them on twitter. They may recognise your name in their inbox and connect it to twitter. Follow their work, share their articles, like their posts. I have SO many friends online that I’ve never met before and this is the easiest way to create good relationships. But don’t come across spammy. Genuinely help them out and share their posts when they’re looking for stories or case studies, send them things they may need (rather than it being a one way relationship).
Ruth Barrett: I would follow them on Twitter and get a feel for the articles they write, their tone and the posts they share. Create lists on Twitter of the journalists in your target sectors, then using Tweetdeck you’ll have a stream on industry-specific articles and news to ensure you’re more informed before pitching to them.
Laura D’Amato: The only thing I can recommend here is to pitch the journalists good stories rather than to try to build relationships. I don’t think a journalist will take a story that he/she is not interested in just because you get along well. However, if you work on a good story and effective and relevant pitch, you have more chances to get people to cover your story.There are some other little things you can do though and that might help.
- If you see that a journalist is active on Twitter and posts a lot of #journorequest, try to follow them and reply regularly.
- Before starting your outreach, read the articles on the topic you are working on, it will only make it easier to write a good pitch.
- Some journalists write on a lot of different topics, if you manage to become a point of reference for them, it will be easier to go back to them later on. For example, if you know one of your clients can give them relevant quotes or if you know they always need videos in their articles, etc.
How would you advise creating a bigger digital PR campaign with a small team (2-3)?
Carrie Rose: The number of people you have in a team shouldn’t matter, it’s all about how you think. Thinking bigger. Allocate each member a task/KPI something to own and think about what makes a campaign bigger? A social angle? Extra content to be used across other platforms?
Ruth Barrett: Delegate. Split out the tasks at hand and ensure everyone knows their role in the campaign. Communication is key. Make sure you’re not all pitching on mass together.
Laura D’Amato: If you are going to do a big campaign with a small team, you need to anticipate the time it will take you to produce your campaign (potentially analysing the data, designing or developing it) and make sure that you work on a topic that will still be newsworthy even if it takes you a bit longer than usual. There are a lot of evergreen topics that you can explore.
If you want to create a campaign around a topic that is timely, you can produce it in several steps and assets that you can outreach progressively.
Another solution is also to work with third parties like freelance designers or researchers… This obviously requires having a bigger budget.
Press releases – do you include in the first email or check interest before you send? And if so, attachment/ copy paste or link to press pack?
Carrie Rose: Always include the press release within the outreach email as the first email I send. Everything in one go – journalists don’t have time to waste. Make their lives easier (not harder).
Ruth Barrett: Some domains block attachments, plus it will take an absolute eon to send and be received. The end result is an annoyed journalist. Dropbox or WeTransfer are a great solution to this. Your Dropbox can contain everything a journalist needs to write the piece nicely signposted. Even better if you need to update any copy or visuals, it autosaves the latest file.
Laura D’Amato: My email serves as press release and I would never attach an extra document to avoid the email to end in the spam folder of the recipients. When sending the first email, I always make sure that the subject line and first sentences state clearly what the campaign is about and catch the interest of the journalist. Everyone in our team would tell you that we get the best results by getting straight to the point and stating the important information clearly in the body of the email.
What do you do if journalists ask for exclusivity on a piece?
Gisele Navarro: We’re always upfront and explain that we can’t offer exclusivity due to the nature of our campaigns. That being said, depending on where we are with the outreach, we might be able to halt promotion within a geographic region or a publishing vertical so that the journalist gets the exclusive for a set period of time. We also make a note for future reference reminding us to send stories to that journalist a week or two before we launch full promotion.
Carrie Rose: Give them exclusivity for 24 hours if its a good publication. As soon as their article goes live – push wide.
Ruth Barrett: Exclusives don’t really exist in the digital space like they used to. Once the piece is live, it’s no longer exclusive. If a journalist has asked for an exclusive I would find out how long they want it for. Anything over 48 hours I’d question, unless it’s a giant publication.
Laura D’Amato: If I don’t have leads yet, I explain that I have reached out to some journalists already but no one has picked up the story yet so I will hold off on outreach until they publish. I think it is important to give a deadline for them to publish before resuming outreach so they can plan accordingly and you don’t stop outreach for too long.
What’s your experience on sending emails with the attachments (the chain image on the subject line)? How do you fix this issue with people not trusting these types of emails?
Gisele Navarro: We embed images and GIFs into many of our emails in cases where showing the assets is important and never had issues with that. We do make sure images are no larger than 500px wide and we compress GIFs as much as possible to keep the file size low.
However, we don’t attach the press pack with all the assets into our emails as that could affect deliverability if it triggers spam filters or internal rules on email size set by the email administrator. Instead we use Dropbox Transfer so we can share a link for journalists to download all the assets on their end directly.
Carrie Rose: I put files and any attachments into dropbox folders – prevents it going into spam.
Ruth Barrett: As I mentioned before, don’t send attachments.
Laura D’Amato: I don’t recommend using attachments in email AT ALL as your email is likely to end up in the spam folder. There are a lot of platforms online to host your attachment like Dropbox or Google Photos and they are very easy to use both for you and the journalist.
Do you outreach as your agency or as the client?
Gisele Navarro: We’ve always promoted using our agency email addresses. It’s been almost 10 years now and we are confident that sticking to our @neomam.com address has allowed us to build hundreds of relationships with journalists and publications that now look forward to getting an email from our team.
Carrie Rose: As the agency – always.
Ruth Barrett: I’ve sent as the client in the past and it can work, but have gained better results being transparent about who I work for. It feels more natural and avoids any confusion.
Laura D’Amato: A bit of both, I don’t mention the agency except in my signature.
It is just really important to make clear that your client has created the campaign and this is why I always ask for a link and credit to the client’s website so there is no mistake.
In the UK it’s never been a problem as journalists work a lot with PR but I have noticed that for international outreach, you often have to explain the difference.
How many journalists are you addressing with a campaign on average?
Gisele Navarro: Our initial lists start with up to 70 sites and we expand upon it as the campaign develops based on what’s working and what’s not working. A final list could have around 200 contacts.
Carrie Rose: 300 ish (minimum).
Ruth Barrett: The number of journalists I contact would depend on the size of the campaign, the number of news hooks and how the campaign was going. I’ve gained national press from 150 emails before with no follow up emails, sometimes it just takes longer.
Laura D’Amato: As many as I think is relevant. It depends on how broad the campaign is. We can reach out to 300 journalists for a small asset or 1,000 or more for bigger ones with a lot of different angles. Very often, I will reach out to several journalists at one publication.
Do you have any tips for tracking down the right journalist to target?
Gisele Navarro: We always aim at finding journalists who:
- Have covered the main topic or related stories in the past
- Have worked with the format of our content (i.e. map)
- Have written up stories based on content produced by other people
- Have published content on the site within the last month
You might not be able to always find a journalist that meets the full criteria but the closer you can get to it, the stronger the contact.
We also make a point of finding alternative contacts who will fit one of those four points more than anybody else on the site:
- A journalist that writes stories about similar topics more often than anybody else,
- A journalist who has featured the format more often than anybody else
- A journalist who covers stories based on PR-led campaigns more often than anybody else
- A journalist who publishes content more regularly than anybody else on the site.
Carrie Rose: Get a list of 5 campaigns similar to yours and pull every media placement they landed. If they cover that, they will more than likely cover yours.
Ruth Barrett: Search for your target job title in Twitter and you’ll soon have a nifty list of journalists that have included it in their bio. If they haven’t included their email I’d recommend sending them a DM, pitching the campaign in one sentence, and asking for their email if they’re interested.
Laura D’Amato: I think it is important to have an analytical filter when you read the press to try to understand how the publications work and what they cover.
I always try to find the editors by using prospecting tools like Gorkana and then I will go on the publications I’m targeting and analyse different sections using keywords from my campaign. After this, I would search for the same keywords on Google to try and find less well-known sites.
Do you look at who has previously covered similar topics? Or by Job title on media databases?
Gisele Navarro: I actually wrote a lengthy article about it and you can read it here.
Carrie Rose: Always similar topics – rarely by job title.
Ruth Barrett: Yes, Google News and Buzzsumo’s Content Explorer is great for looking at who’s recently covered a topic, and the traction it gained.
Laura D’Amato: I always try to start with the most relevant journalists and will go a bit broader if I think something would be interesting for a journalist but he/she doesn’t always write about the topic.
Would be great to know how many people you have working on those campaigns too please!
Gisele Navarro: We work in teams of two where one person is the lead for the campaign and another person supports with link reclamation/attribution requests.
Carrie Rose: Two people per campaign (a strategist and an exec for us) maybe 2 execs if its a big campaign.
Ruth Barrett: The number of people who work on a campaign depends on its size and the speed at which we need to gain results for the client. Ordinarily a single campaign would have a content manager, designer, developer and PR working on it. If it was a larger campaign then we may draft more resource in for any of these areas.
Laura D’Amato: We usually have at least 4 or 5 people working on producing the campaign (for example data analysts/researchers, designers, developers or project managers). We also have a team of creative people for directions on what the campaign should look like. When it comes to outreach we can have between 1 and 3 people working on the same campaign depending on how broad it is and how many angles we can go with at the same time without spamming the same journalists.
Thanks again to our panelists for being so generous with their time during and after the conference.
Don’t forget you can still get tickets for outREACH London, which will now be held in November, but if you can’t wait until then, you can pick up the footage from the online conference here.