Empower Your PR Efforts with the Sales Outreach Tool for Public Relations

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hello this is George from UPF fish your marketing automation expert and today I'm going to be walking you through my PR Outreach automation this is a fantastic tool for startups and other small companies who don't have the resources to invest in a PR team yet what it do is in the background every day search for news articles that are of any interest to your company then you will find the germanist writing about them and their email address and enroll them in an outbound campaign through email so you can introduce your company or introduce internal champions for example and then based on that hopefully get positive media coverage for your Brands and more people having awareness of your company coming directly to your website so the way it's set up is pretty simple what happens is we set up some RSS feeds based on your business so if we imagine for example that you're are an nft company specializing in nft so football clubs you might be interested in people writing about football business as well as people are writing about nfts so then you'll add in a link to the RSS feed you can create these on Google alerts for free it's very simple and then you attach the reply.io campaign so every time you create a sequence in a tool like reply or LM list or woodpecker we'll ask you for a sequence number and that's their machine's way of knowing who to enroll into which sequences so you might have one sequence for example which just gives some generic information about your company with a PR release and another one might be focused on promoting someone within your company as the voice of the industry so you might ask them to have an interview with a CEO or for comment directly from the CTO so in addition to building your brand You're Building people within the company to make it stronger and more interested to people within the media so once you have these RSS feeds the automation will search for them and with draw all of the results it can find so for example here it's found 10 results related to football business the next stage is to extract the URLs the reason for this is because these URLs are often encoded within a Google address for example here .google.com SL Sandy Tribune takes a while to get to where we want so the first stage is to extract that URL and then we also extract the domain from that URL and then extract the article content so when we have the article content which is essentially a HTTP HTML of all of the information on that particular web page we can do a Reax to find the auor so in searching for the Auer it will look for it to find any uh Keys within the the the HTML of the page people who are written by author of um the journalist for example and they will return the first name and last name of anybody attached to this so here we found the author Samantha Hendrickson here Ben Thomas here Shay Whitt here meline schz here Eric Jackson this one didn't return anybody now the reason for this is because not every single publication will actually say who wrote the piece if you think about pay forplay websites for example a lot of the articles are just written by the organization or by a company um personal blogs as well don't tend to have it because the domain itself lets you know who the writer is but in any case as we can see here out of the 30 results that we've searched for we've managed to get an offer 20 times so it works 23ds of the time no problem based on that information it then goes into apollo.io to try and find the person's information their email address and whatnot who they work for once it has that it will go back to your Excel you Google sheet and it will essentially add them in it will check to see does this person already exist because they've already written about you youd don't want to send them the same email again instead what happens is it will send you a slack message internally to say hey this journalist they're writing about you again definitely reach and touch with a more personal message if you've never spoken to them before then they get added to the Google sheet and then they get added into a reply.io outbound campaign so for example you you'll see here you'll have the journalist name their email address the article they wrote uh their LinkedIn profile the headline of the article and a status to let you know that they've been updated so like this running it every single day you'll be reaching out to a minimum depending on how many topics you have a minimum of 10 journalists every single day which over the course of a year is potentially huge news for a team who don't have a dedicated PR team and without that dedicated PR team you're still able to get positive media coverage for your brand by setting up RSS feeds for industry related keywords you're able to make internal Champions by putting into those email Outreach programs specific references and quotes from people within your company who would really like to be media focused and you can also monitor for competitors by setting up RSS feeds for people who you compete within the industry you can see where they are getting mentions where they are getting backlinks and position yourselves instead as an alternative to those people in speaking of backlinks as well for your SEO team anybody writing about these things you can simply change the email sequence instead of saying hey um here's some PR information you can just straight up say hey we are a Content team at this company we would like to exchange some backings with you and just like that pretty much Zer investment Google Sheets is free Google Alerts is free apollo.io is about 99 a month which you should be using in your tax stack anyway so this shouldn't be adding too much of an extra cost and of course reply.io which is about 45 per seat um this is ready to work straight out of the gate like this if you download the program from myself all you need to do is add in the topics of interest to your company and the appropriate Google RSS feed and your apply to IO campaign but if you need something more custom specifically for your needs please don't hesitate to get in touch thank you