Joseph J. Sherman talks with Jason Barnard about effective media cadence for PR.

Joseph Sherman is a multi-talented professional with an awesome record of success in customer contacts and communication tactics. He has a wealth of experience in executing initiatives that boost sales, consumer engagement and media attention. He earned his bachelor's degree from the University of California, San Diego, and his master's degree from KEDGE Business School, a Grande Ecole de Commerce et de Management.

The success of an effective PR outreach strategy is not measured only by the immediate outcome of a campaign, it is necessary to see the long term payback. A good PR outreach campaign will have a "sales" approach, and will look to the long term - relationships that campaign builds with journalists, editors, bloggers or podcasters will benefit you or the company in the long run, as long as you actively work to maintain them.

In this episode, the brilliant Joseph J. Sherman illustrates how you should implement a sales approach to PR and establish a good relationship with your PR contacts (writers, interviewers, journalists, editors, bloggers or podcasters). Treat them like you would a sales prospect - in order to get them on board, you need to know them well and understand their goal.

As always, the show ends with passing the baton… Joseph incredibly turns over to next week’s delightful guest, Brie Anderson.

What you'll learn from Joseph J. Sherman

00:00 Joseph J. Sherman and Jason Barnard00:23 Joseph J. Sherman’s Brand SERP03:16 Sales Idea Based on a Cadence Approach07:30 How to Evaluate a Quality PR Lead09:53 Understand Journalists’ Goal and Help Them towards a Relevant Publication13:07 Know the Writer or Person to Reach Out to15:05 Establish a Positive Business Relationship with an Interviewer16:55 How to Keep Good Relationship Between Projects with Authors, Journalists, and Bloggers18:40 Effective Cold Calling Strategy27:00 Passing the Baton: Joseph J. Sherman to Brie Anderson

This episode was recorded live on video February 01st 2022

Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

https://youtu.be/Al93OLs8zUo

How to Build a Successful and Effective PR Outreach Strategy - Joseph J Sherman’s Approach

Qualify Media Leads From Marketing Campaigns As Sales Opportunities

In this episode, Joseph mentions that his approach is based on cadence. As he defines it, cadence is an idea of how you want to reach your own customer. Is it going to be a combination of SEO, social media, cold calling, warm leads, and whatever that combination is, however you want to reach the person you are trying to reach. 

It's important that you communicate with the person you are trying to reach in terms of their time, if you are in a different time zone, and that you treat them like a "real" lead. In a normal sale, you can figure out roughly how valuable a particular lead might be, but with PR, Joseph says, it's "opaque." In the beginning, you cannot really tell how valuable a particular lead can be because the reach is not that big yet. You cannot necessarily quantify the value of a particular lead unless you already know how much coverage you are going to get, or there's already a date set for when it will be published.

In today's digital media, as a marketer you always have a lot on your mind, maybe goals you want to achieve, information you want to share on different platforms, you want the information to appear in your Brand SERP when people search for you, you want to attract customers with the information you shared, or maybe you are working on some projects related to that information. You have a sequence of things you'd like to do, but it's very rare that people think about what media leads have in their mind.

In line with all the goals you have in mind and want to achieve, a journalist, for example, is looking for something specific for their content o...