Expert Press Release Keyring
What is it?
This is a one-off, as and when add-on for either of our subscription keys.
Journalists are always looking for expert content – from comments, tips & tricks and insight to interviews, research and survey results.
Sending out this content regularly in the form of Expert Press Releases offer the media both interesting content and makes sure that the journalist is aware of you if they need your expertise for other current or future articles.
These are best sent out when connected to a news item (newsjacking) or upcoming awareness day or period.
It’s always best to include a biog and headshot of the expert(s) providing their insight.
How it works
We’ll pitch you ideas for you to sign off on – if you’re keen we’ll then present you with an initial draft.
We’ll then work with you to make edits and when you’re happy, we’ll sent it out to relevant publications.
They are really useful for getting you (as an expert) on the radars of journalists needing regular expert content.
Journalists can take your content and use it in a feature they are working on. Your comments could make up a line or two in the article or (in the example below) be basis for the entire article.
It’s very usual for these to not be picked up immediately – if at all.
We’d suggest you use them as part of building a content library – to use for blogs, other press releases (especially when tied to current affairs or cycles) and for future journo requests.
Examples
Upon receiving an Expert Press Release from Charisse Cooke, entitled “12 days of Sexmas”, the Mirror interviewed Charisse and wrote up an article.
Plenty of other examples here too.
How will these articles help my business?
Credibility
Credibility or ‘gravitas’ (as a few posh PRs call it) feeds that need for potential customers to see ‘social proof’ and to build trust.
According to a 2019 Edelman Trust Barometer Special Report “81% [of consumers] say trust impacts their purchasing decisions” so it’s important to build trust with your potential customers.
Getting articles in trusted, well-known publications, helps you build that trust and trust means more sales.
Once you have these articles, pepper your socials and website with them – shout them from the rooftops: “as seen in [insert fancy publication name here]”. It will go a long way.
SEO
One of the most powerful benefits of PR is a boost to your SEO. In a nutshell, SEO (or Search Engine Optimisation) is the activity of appearing first on search engines when your key words (such as your service / product type, brand name and/or location are typed in).
The higher up you are, the more people will click onto your website.
When you get an article online, you may get a backlink to your website. When search engines see you have backlinks from websites they like (such as online publications) that gives you a boost and you’ll appear higher up the list.
How much a website is liked is called your ‘Domain Authority (DA) rating’ and you’re rated from 1-100 (100 being the best rating).
You can find out yours (and others) here: https://moz.com/domain-analysis.
To give you an idea of the Domain Authorities of publications, as of 2022:
§ Daily Mail – 94
§ The Sun – 94
§ The Telegraph – 94
§ The Metro – 93
§ Huffington Post – 90
§ Yahoo – 78
§ The Express – 76
Backlinks from these websites will boost your own Domain Authority.
There are tons of other SEO activities you can do (such as working on meta tags on your website or writing blogs) but backlinks are the most powerful way to up the ante.
Some Digital PR and SEO agencies charge £1,000s for backlinks – don’t do it.
Brand awareness
This is a classic reason for doing PR but as many small businesses tend to focus on it over the other two, I purposefully put it third to highlight the greater importance of credibility and SEO.
The idea of brand awareness is a simple one – you want your target market to know you exist (and then you want to keep reminding them).
Most publications have media packs (usually available on their website) which will document who their reader is. It’s then just a case of targeting those publications.
For example, if your target market is 25-34-year-old women with a disposal income, you might want to be in Cosmopolitan Magazine.
Timing
Typically, it takes a one week or so from when we start to write up an expert press release to the press release being sent out (depending on edits etc).
In terms of being published, if published, it can takes a little while.
The pricing
£99+VAT/each, as and when.