如何通过公关活动为您的业务建立免费的嗡嗡声

I remember the first time I walked into a meeting for our specialPR倡议工作队Mindvalley。People weren't expecting much considering that I could only dedicate a few hours a week to the task and it was perceived to be a mountain of endless work.

I sat down and shared my results:

“Yeah, so I’m in conversations with 60 journalists. Seven are ready to write articles and three want to feature us in podcasts.”

My colleagues lost their minds. They knew I was involved in so many other projects. How could I have possible gotten so much done in so little time?!

在本文中，我将逐步介绍我的工作。如果您是想为您的产品或服务打动一些PR嗡嗡声或戴着所有帽子的创始人，您需要做的就是拥抱优质CRM的力量和创造性系统来获取所有帽子您想要的结果：

• 建立一个将了解您和您的品牌的记者网络。
• Get featured in third-party publications.
• Receive backlinks to your site.

You'll need这个电子表格和Hubspot CRM（最好是HubSpot Sales Pro）准确地遵循我的过程。

How to Execute a PR Campaign

1）进行研究。

良好的外展活动的关键是相关。记者会从想要安置的人们那里收到电子邮件。您需要有充分的理由与这些人脱颖而出。

做一个list of all this things your company is doing that you feel are worthy of getting press, and define a strategy for each item. Here's an example from Mindvalley:

阿德里安·萨拉穆诺维奇（Adrian Salamunovic）给了我目标的想法过去写过类似书籍的记者。Google快速搜索“顶级个人成长书籍”（<一年的过滤器）发现了很多有趣的结果：

收集了类似书籍的清单后，我准备开始组织竞选活动。

2）将研究存储在电子表格中。

然后，我将我确定的书籍添加到我的跟踪电子表格表上的“研究”标签中，以及Google News搜索链接。bob官网官方网站您将了解为什么稍后再包含链接。

我的搜索：

这spreadsheet:

3）查找联系信息并向CRM导入“引线”。

Next, it was time to find contact information for the journalists who had written these articles. For most of the journalists, we were able to find their email address. However, if you can't find an email, consider using social channels such as Twitter and LinkedIn.

When we had contact information, we uploaded the journalist "leads" to the HubSpot CRM, creating custom fields in the system to match the columns of our spreadsheet.We used a “Zap” fromZapier将我们的研究电子表格链接到HubSpot CRM，以便每篇新文章都会自动导入。

Two fields in the CRM were very important for us: Owner and Lead Status. The first field made someone accountable and responsible for reaching out to a specific journalist, and the second helped us track progress.

我们定义了铅状态如下：

4）写引人入胜的个性化消息。

外展时间！您有记者名单，现在是时候与他们写得很好的个性化信息进行交流了。

这模板andSequences在此阶段，HubSpot Sales Pro的功能对我们来说是无价的。If you're looking to increase your productivity and get data on what's working and what's not, this is where you start having fun.

Instead of writing a brand-new email every single time, we created a number of basic templates in the CRM for each type of angle, and personalized them to each specific journalist we sent it to. This not only saved us time -- it also provided data on open and click rates so we could determine which angles were most effective.

但是，如果线索没有立即回到您身边，会发生什么呢？事实是，您发送的大多数电子邮件都不会立即得到响应。我们经常需要发送两到三封电子邮件。

输入序列。此功能使我们能够将一系列个性化电子邮件串在一起，并安排它们在没有收到答复的情况下发送特定日期。当答复进来时，序列被禁用。

这些功能可以简化您的过程；然而，do not neglect personalization.模板只能提供结构。将时间投入撰写精心制作的消息以获得最佳结果。

5) Get press.

Once they reply, it's time to make a deal! Sometimes it will be an PR piece and other times it will be something you were not expecting. But no matter what, with each reply, your PR network is growing.

After your campaign wraps up, check out the data on your Templates and Sequences in order to optimize your messaging going forward.

PR Starts With a Story

要关闭这一点，请记住这一点：PR从一个故事开始。您需要做一些值得谈论的事情才能获得新闻。如果您使用我的流程来通知每个人都不令人兴奋的事情，那么它将不会产生任何结果。

If your business isn’t doing anything newsworthy, be very clear and honest about it. PR is probably not the direction you want to go, but that's the least of your problems. If you are working for a business with nothing exciting going on,你为什么在那里工作？

我斜体化了最后一部分，因为任何值得做的工作都应该在世界上带来积极的东西。如果是这样，您将在与听众分享这一任务的路上很好。公关将加速您的影响力。因此，请玩得开心，投球好，并获得一些覆盖范围！