Gini Dietrich

Use Media Relations to Generate Qualified Leads

By: Gini Dietrich | June 18, 2015 | 
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Use-Media-Relations-to-Generate-Qualified-LeadsBy Gini Dietrich

In April, I hosted a webinar called Use Media Relations for Search Engine Optimization.

During it, I discussed a three-pronged approach to media relations—brand awareness, search engine optimization, and lead generation—but I teased attendees because I covered only two of the prongs.

I ran out of time!

But I also promised to do the third prong—lead generation—as a separate webinar this month.

And it happens next week!

Join me on June 25 at 12:00 ET for Use Media Relations to Generate Qualified Leads.

Media Relations Lessons

I once was kicked out of a LinkedIn group for being a snake oil salesman.

You see, I really believe public relations can—and should—drive sales.

Because of that, I’ve taken the tactics we use and built a way to measure their effectiveness beyond impressions, shares, engagement, and reach.

And, really, who doesn’t want to be a hero and bring new business into their organization?

But that means there are some people who think I am leading the industry down a wrong path. They believe the job of the communicator is not sales, rather brand awareness, reputation management, and thought leadership only.

So this snake oil salesman is going to teach you that process of combining reputation management with qualified lead generation.

During this media relations webinar, you will learn:

  • A review of the three-pronged media relations approach;
  • How to drive qualified leads to your website or blog to prove PR is an investment, not an expense;
  • How to use media relations to drive sales;
  • How to use the PESO model to bring it all together; and
  • What to measure and how to track effectiveness.

Webinar Details

The webinar is one week from today—June 25 at noon ET (that’s 11 a.m. CT, 10 a.m. MT, and 9 a.m. PT, for those of you who can’t do time zones).

It is free and it’s a two-step process.

First, go to Spin Sucks Pro and click the blue “purchase” button at the bottom of the page.

That button will then change to “checkout.” Click that.

Either create a new account or log in to your account.

Click “purchase” (it’ll show $0.00 so don’t panic that you have to pay for it).

Click the blue “Use Media Relations to Generate Qualified Leads” link. This will take you to the registration page on ClickWebinar (you’ll also receive an email with this information).

Register for the webinar on that page and you’ll be good to go!

If you can’t attend live, please still register for the webinar. This will tell us to send you a copy of the recording.

Why You Should Attend

Other than the obvious answer (hanging out with me for an hour, duh!), there are many reasons you should attend:

  • You’re just starting out and your boss keeps asking you to mass email thousands of journalists and you’re not having any luck.
  • You’re in the cycle where there just is no news coming out of your organization, but you’re still under a lot of pressure to get stories placed.
  • You aren’t having any luck getting stories placed or writing guest blog posts for the sites that matter to your organization.
  • You really just don’t understand this PESO model I keep talking about.
  • You don’t know how to track who is visiting your site from your media relations efforts, what they’re doing once there, and whether or not they’ve become customers.
  • You have no idea how to measure all of your hard work so you can’t show how much money you’re making the company.
  • You need to see real-life examples so it congeals in your head.

It’s going to be some work. You’re going to work hard. I’m going to work hard. But we’ll work hard together and you’ll come away with some tangible things you can do immediately.

Hope to “see” you next week!

About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro. Join the Spin Sucks   community!

  • Sounds great! I will be on vacay so I registered in order to be able to watch it later!

  • Oh you all know I am excited about this. Bring it on!

  • Just signed up. Sounds excellent.

  • Always happy to hang out with you for an hour as this has been an especially good series. I will just have to double check my health insurance policy to make sure I am covered under possible internet contagion with your recent history of barely hanging there 😉 Hope you are coming along well and resting.

  • It all comes down to sales. Kim Garst posted on Huff Post that the only important measure for social media is engagement. I’m like this is 2015. I want to win the sales and market share battle screw online chatter, sentiment engagement etc. I would rather win the sales war and lose the social media war.

    Many different business segments affect sales. Quality Assurance. Procurement. Sales. Marketing. R&D. Engineering. Executive Management. HR. Why exclude PR?

    Ok so you tell me why in your webinar?!

  • biggreenpen You’ll be on vacation?? Where are you going?

  • DwayneAlicie Woo hoo!

  • Word Ninja BTW, I’m loving what you’re writing right now. I always mean to comment, but my days get away from me. But I’m reading it all.

  • annelizhannan That is very sound thinking. You never know what germs pass through the intertubzes.

  • Howie Goldfarb I need to see this article.

  • But will Don Draper be there? #swoon

  • Eleanor Pierce Of course he will!

  • ginidietrich biggreenpen To St. George Island — it’s a barrier island off the gulf coast of Florida. One of the last unspoiled parts of Florida IMO. It’s a family thing — ALL of us in one house together for a full week every summer. Never a dull moment. .:-)

  • I´m in! Who´s bringing the cookies? Beer? Anyone?

  • Corina Manea I’ll bring cupcakes!

  • Pingback: THRIVEable Friday: Workspace, Snacks + Brigade Beta • Belle Communications()

  • ginidietrich Cool! I´ll bring these (homemade pastries)!

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