Talk from BrightonSEO conference in April 2019. All about contacting journalists and outreach email tips. If you have any questions, get in touch.

1. SLIDESHARE.NET/HanaBednarova1
The Killer Outreach Email That
Gets Opened, Replied to And
Mainly Gains Links
Hana Bednarova // Bednar Communications //
@Miss_HanaB

2. Contacting Journalists
BrightonSEO April 2019 @Miss_HanaB

3. It used to be
much easier
to get them
on the phone
BrightonSEO April 2019 @Miss_HanaB

4. But
nowadays
it’s almost
impossible

5. Many
journalists
highlight
they’d like to
be contacted
via email
BrightonSEO April 2019 @Miss_HanaB

6. But it can
be
difficult to
get
noticed
BrightonSEO April 2019 @Miss_HanaB

7. It’s all about the relationships
BrightonSEO April 2019 @Miss_HanaB

8. And to create relationships we need to have
personal approach
BrightonSEO April 2019 @Miss_HanaB

9. Learning every day
BrightonSEO April 2019 @Miss_HanaB

10. There are some impressive emails I sent out
BrightonSEO April 2019 @Miss_HanaB

11. And to avoid awkward
moments - we need to do a
lot of research
BrightonSEO April 2019 @Miss_HanaB

12. Research will allow us to apply the best approach
and send tailored emails to each of our contacts
BrightonSEO April 2019 @Miss_HanaB

13. In other words – don’t use template!
Dear [Name]
BrightonSEO April 2019 @Miss_HanaB

14. There is a lot of it!...
BrightonSEO April 2019 @Miss_HanaB

15. BrightonSEO April 2019 @Miss_HanaB

16. We all know it’s a template…
BrightonSEO April 2019 @Miss_HanaB

17. BrightonSEO April 2019 @Miss_HanaB

18. BrightonSEO April 2019 @Miss_HanaB

19. BrightonSEO April 2019 @Miss_HanaB

20. BrightonSEO April 2019 @Miss_HanaB

21. BrightonSEO April 2019 @Miss_HanaB

22. We should use them for an
inspiration
BrightonSEO April 2019 @Miss_HanaB

23. So, if we do that …
BrightonSEO April 2019 @Miss_HanaB

24. 1. Making it personal
BrightonSEO April 2019 @Miss_HanaB

25. It’s not just about getting the journalist’s
name right, but making it relevant to them,
their publication and mainly their readers.
BrightonSEO April 2019 @Miss_HanaB

26. Autocorrect is a bit of d*ck …
•Hanah
•Ha
•Haha
•Hans
•Hannibal
BrightonSEO April 2019 @Miss_HanaB

27. 2. Reading journalists articles
is essential
BrightonSEO April 2019 @Miss_HanaB

28. But that doesn’t mean ..
BrightonSEO April 2019 @Miss_HanaB

29. If the already wrote similar article – why would
they cover it again?
BrightonSEO April 2019 @Miss_HanaB

30. BrightonSEO April 2019 @Miss_HanaB

31. Unless
BrightonSEO April 2019 @Miss_HanaB

32. 3. It’s not about topic but sector and readers!
BrightonSEO April 2019 @Miss_HanaB

33. You wrote about menopause
Your readers are women aged 45+ and
high earners…
BrightonSEO April 2019 @Miss_HanaB

34. Media Kit
BrightonSEO April 2019 @Miss_HanaB

35. Media Kit
BrightonSEO April 2019 @Miss_HanaB

36. YouGov
Profiles
Source The Guardian https://www.theguardian.com/media/yougov-polling-blog/2014/nov/18/yougov-profiles-the-
nations-newspaper-readers
https://yougov.co.uk/soluti
ons/syndicated/profiles

38. Facebook Insights Daily Mail
BrightonSEO April 2019 @Miss_HanaB

39. Facebook Insights Daily Mail
BrightonSEO April 2019 @Miss_HanaB

40. Facebook Insights Daily Mail
BrightonSEO April 2019 @Miss_HanaB

41. You wrote about menopause
Your readers are women aged 45+ and
high earners…
BrightonSEO April 2019 @Miss_HanaB

42. Unless you want to suggest an addition/edit
BrightonSEO April 2019 @Miss_HanaB

43. BrightonSEO April 2019 @Miss_HanaB
Letting them know what article you are talking
about

44. BrightonSEO April 2019 @Miss_HanaB
Letting them know what article you are talking
about

45. BrightonSEO April 2019 @Miss_HanaB
Letting them know what article you are talking
about

46. It’s about testing, experimenting and
understanding
BrightonSEO April 2019 @Miss_HanaB

47. Which publications like what, which journalists
prefer what ..
BrightonSEO April 2019 @Miss_HanaB

48. Which publications like what, which journalists
prefer what ..
BrightonSEO April 2019 @Miss_HanaB

49. 4. Take notes! And remember!
-Wants exclusives
-Needs case studies
-Doesn’t do research
-Niche audience
-Likes all info in a Dropbox file
-Wants embargoed stories
BrightonSEO April 2019 @Miss_HanaB

50. Top tips for your outreach
email
BrightonSEO April 2019 @Miss_HanaB

51. To get our email opened …
BrightonSEO April 2019 @Miss_HanaB

52. Subject Line
BrightonSEO April 2019 @Miss_HanaB

53. Tell them exactly what you are offering
Map
Visual
Survey/Research
Interactive
Infographic
Comment
Story Idea
BrightonSEO April 2019 @Miss_HanaB

54. Here is a bad example

55. And it was template …

56. Adapt your subject line to the publication’s style
BrightonSEO April 2019 @Miss_HanaB

57. Adapt your subject line to the publication’s style
BrightonSEO April 2019 @Miss_HanaB

58. Adapt your subject line to the publication’s style
BrightonSEO April 2019 @Miss_HanaB

59. Adapt your subject line to the publication’s style
BrightonSEO April 2019 @Miss_HanaB

60. To make sure it’s read
BrightonSEO April 2019 @Miss_HanaB

61. First paragraph – just get to the point
Who/what
Where
When
how and why
BrightonSEO April 2019 @Miss_HanaB

62. BrightonSEO April 2019 @Miss_HanaB
Every article has ‘who, what, where, when,
how and why’

63. BrightonSEO April 2019 @Miss_HanaB
Every article has ‘who, what, where, when,
how and why’

64. BrightonSEO April 2019 @Miss_HanaB
Every article has ‘who, what, where, when,
how and why’

65. Then move onto
More about the content, methodology, and what
else you can offer.
BrightonSEO April 2019 @Miss_HanaB

66. Focus on what has been created, why, how it
works, what it gives to their READERS.
BrightonSEO April 2019 @Miss_HanaB

67. Impress the READERS not only JOURNALISTS
BrightonSEO April 2019 @Miss_HanaB

68. Next step
Press Release/Supporting copy/visual in the body
of the email
BrightonSEO April 2019 @Miss_HanaB

69. Notes to editors
More about your company/client – this is where
you can share all information, history, values,
marketing messages
BrightonSEO April 2019 @Miss_HanaB

70. YOUR contact details
BrightonSEO April 2019 @Miss_HanaB

71. To get a reply …
BrightonSEO April 2019 @Miss_HanaB

72. BrightonSEO April 2019 @Miss_HanaB
Tell them what extra you can offer and ask
relevant questions

73. BrightonSEO April 2019 @Miss_HanaB

74. BrightonSEO April 2019 @Miss_HanaB

75. Follow Up
BrightonSEO April 2019 @Miss_HanaB

76. BrightonSEO April 2019 @Miss_HanaB

77. Make sure they know what else you can offer,
or use it for a follow up email!
BrightonSEO April 2019 @Miss_HanaB

78. Make sure they know what else you can offer,
or use it for a follow up email!
BrightonSEO April 2019 @Miss_HanaB

79. And gain links …
BrightonSEO April 2019 @Miss_HanaB

80. Show them where more data/the linkable asset is
And tell them why their readers will benefit from it
BrightonSEO April 2019 @Miss_HanaB

81. It’s about experimenting, learning and
understanding what journalists and
publications you are targeting want.
BrightonSEO April 2019 @Miss_HanaB

82. You are creating those relationships and you
know the most what makes them tick. Use it!
BrightonSEO April 2019 @Miss_HanaB

83. BrightonSEO April 2019 @Miss_HanaB
Thank you!