My colleagues will tell you that I’m often bleating on about the importance of supplying expert comment and quotes, it’s something I’ve become increasingly passionate about during my time as a Digital PR, mainly because I think it works! With that in mind, I thought it would be helpful to share all of my thoughts and tips in one place.
Adding an expert comment is important for the majority of Digital PR campaigns, they increase your chances of success from the start or they can really help save a flagging campaign; adding them into pitches that have been struggling has helped colleagues and myself land links on top-tier publications such as Stylist, Express.co.uk and even the New York Post.
So, in this article, I’ll be sharing insights into why quotes matter, who to approach for the best-possible quotes/expert comment and the best way to reach out to them.
Why do quotes matter?
Digital PR methods have changed drastically over the last few years. ‘Failsafe’ campaign concepts that were once guaranteed to land links on an array of top-tier publications began falling flat last year. Publications increasingly began changing their links to no-follow. And, of course, we’re attempting to navigate tougher times than ever with COVID-19.
However, it’s not all doom and gloom. It’s been incredible to see journalists, digital marketers and Digital PRs come together in these uncertain times to help one another. It’s also been great to see the industry evolving and adapting to the changing landscape.
I’ll be sharing some of my key insights, as a Digital PR and a former journalist, and observations from the webinars I’ve watched so far.
It’s more important than ever for us to be following best practices, so I’ve listed some of the most important ones below, along with additional things to keep in mind.
How to land coverage amid COVID-19: 8 tips
I have already noticed that many Digital PRs have been incredible at employing the following techniques and landing coverage for their clients in a relevant manner, rather than finding a way to shoehorn them into the current agenda.
1. Read the news daily
The news cycle is changing at a rapid pace, so reading through a range of publications (both ones that you are and aren’t planning to target) is very important. Not only for keeping up with current affairs, but a quick browse through a variety of news sites can also inspire ideas, give you angles to work with and provide a clearer understanding of how the agenda is developing.
2. Embrace Twitter
I cannot stress the importance of this enough. While I’m active on Twitter most of the time, I’ve recently spotted opportunities that I never would have seen without the help of Twitter. As always, use the #journorequest hashtag to help you find journalists who could be the perfect fit for a pitch, maintain relationships with journalists (in a non-contrived way) for use in the future, or see if your client can offer reactive comments for a piece.
3. Make your subject lines stand out
I’ve said this before in my talk at Cardiff SEO and it’s essential right now. You could have the best pitch for your campaign, but if your subject line is too wordy and flat, your email will go straight into the bin. Make sure you could see your subject line as a headline. By this I mean, if you read your subject line tweeted out as a story headline, would you click on it?