Module 6 — Digital PR and earned media

The people who grant these links are journalists working to deadlines, not webmasters weighing a resource suggestion.

 Checklist

-   Write the headline a journalist would publish, before you build the asset
-   Test the story against news values: timeliness, proximity, conflict, novelty, human interest, magnitude
-   Name the specific publications and the specific desks that could run it
-   Confirm the data is something you can legitimately produce and disclose
-   Write the methodology statement before you write the pitch
-   Publish the full dataset or survey tables on a page you control
-   Prepare high-resolution images with usage rights stated in writing
-   Put a named human, a direct email and a phone number on the press page
-   Write the spokesperson bio with verifiable credentials, not adjectives
-   Decide in advance whether you are running an embargo and who has it
-   Set up a coverage log that records outlet, date, link status and URL
-   Agree before launch which outcomes count as success and which cannot be attributed
-   Re-check the coverage log at 90 days for links that were removed or rewritten

 Lessons

6.1. Digital PR versus link outreach — https://www.advancedlinktraining.com/course/digital-pr/digital-pr-versus-outreach/
6.2. What makes a story a journalist will run — https://www.advancedlinktraining.com/course/digital-pr/what-makes-a-story-run/
6.3. Data studies, surveys and newsjacking — https://www.advancedlinktraining.com/course/digital-pr/data-studies-surveys-and-newsjacking/
6.4. Expert commentary and journalist requests — https://www.advancedlinktraining.com/course/digital-pr/expert-commentary-and-journalist-requests/
6.5. What a newsroom needs from you — https://www.advancedlinktraining.com/course/digital-pr/what-a-newsroom-needs-from-you/
6.6. Syndication and nofollow coverage — https://www.advancedlinktraining.com/course/digital-pr/syndication-and-nofollow-coverage/
6.7. Measuring earned media — https://www.advancedlinktraining.com/course/digital-pr/measuring-earned-media/

AdvancedLinkTraining.com — a resource by Hartzer.com