We spend a lot of time on B2B Nation discussing how marketing continues to evolve. In this episode, we’re turning our focus to public relations, or to put it in marketing terms, earned media as opposed to paid media.
Not only is public relations changing alongside marketing, but the two seem to be converging. The KPIs for PR activities increasingly include SEO metrics, inbound traffic, qualified leads, and conversations.
In this episode, we talk to Dmitry Dragilev, an entrepreneur, do-it-yourself PR advocate, and founder of JustReachOut.io, about the challenges of getting noticed in a noisy market, tips for getting recurring press mentions, and what Dmitry thinks many PR agencies and past approaches to press outreach were getting wrong.
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2:00: How has PR changed in the last 10 to 15 years?
3:15: Dmitry’s first encounter with Walt Mossberg from The Wall Street Journal.
5:19: How has the balance of power shifted in PR?
8:07: Tips for companies having trouble getting noticed in the press.
11:52: Has the importance of the PR pitch changed in today’s world?
14:40: The convergence of PR, content marketing and SEO.
17:15: Are SEO rankings becoming the metric of choice for PR?
19:30: The lure of getting mentioned in the big publications.
23:20: What is the one tool Dmitry can’t work without?