danielle
Pivian
AmandaS
6
May '18
PIVX Proposal - May 2018
PUBLIC RELATIONS & MEDIA INFLUENCERS
Prepared by: Catalyst Communications Choreography 3
Introduction
Purple and Proud! We are a full-service boutique Public Relations firm located in Ontario, Canada (team of 5) who have been working with PIVX since October 2017. Our firm specializes in finding the right combination of strategic content, earned news media placements and Key Message targeting. The end goal is to gain authentic, high authority content placements for PIVX.
At first, our PR involvement was per-project, and media announcement specific - starting with the launch of zPIV. Much of that quarter was spent analyzing the media and public perception around cryptocurrency and Bitcoin, to get a better understand of the readership online and what the media was ready to hear at the time in order to get stories published. (What we think is ‘big news’ was not always on the agenda for media). We also used that time to begin building a robust database of cryptocurrency media and writers. Since then, Catalyst has become ensconced in the PIVX community, leveraging its resources to produce high quality content for internal and external audiences wherever possible. Our aim: to promote PIVX brand in key markets and in front of cryptocurrency media & influencers.
ScreenHunter_191 May. 09 11.30.jpg1147x642 99.4 KB
WATCH VIDEO here: https://vimeo.com/99370085 1
Building On Success
As reported in the first quarter of 2018 - our media outreach efforts have resulted in several quality placements and interviews - with February being the most popular month for media interest with Bitcoin crash. We responded to 3-5 media interview queries a week on topics of Bitcoin and cryptocurrency, which resulted in 4 completed interviews, 6 pieces of coverage and 3 additional pending/ as well as PIVX representatives being quoted in 2+ go to print publications. Sample organic reach produced Jan-Mar:
As of May 8th 2018 (See full Case Study below).
Total qualified news site pick ups: 21 +
Total Social Shares: 823 ++
Total website readership monthly: 6,139,616 ++
Approx AD VALUE equivalent: $9,489 ++
Highlighting PIVX community
Since the beginning of 2018, we have also utilized the individual expertise of several PIVX community members to engage with more than 50 individual reporter requests - connecting writers and journalists with key PIVX Community members for their insights and expertise on topics such as; PIVX, cryptocurrency, blockchain technology, investing, altcoins, privacy, etc. This has earned coverage for PIVX by giving Community members the opportunity to share through being quoted or interviewed for radio, podcasts, online articles, and print books.
We also would like to give a special shout out to ALL of the PIVX community experts who have supplied feedback, writing, quotes, research and editing along the way! We can’t do this alone!
Global Media Landscape
What we have learned through our time thus far is, due to an obscenely high saturation of cryptocurrency and Bitcoin information circulating since 2017 combined with PR spamming practices, our target media (including Facebook) has become leery and needs precise news and nurturing to gain authority in this space.
To date we have amassed a database of 1500+ qualified, educated media contacts including PIVX influencers/bloggers, segmented by topics; Global Currency, Investment, Bitcoin, Business news, Tech, etc. These range from journalists from magazines to well respected websites and freelancers who 1) now know us 2) are interested in and writing about altcoins and the general financial impact of cryptocurrency on a daily basis. This list is gold. We have been able to develop relationships with some of these contacts for which we are now seeing the fruits of our labour.
The focus of reach has been global, given that the community is expanding all over the world, with select media outreach in appropriate markets that have regional news appeal (South African merchants, Barrie businesses accepting PIVX). We will continue to lean on PIVX community members for those regional/local stories that have high interest and sharing value.
Outreach
To date, ALL media has been achieved organically. That is, sourcing qualified media persons, outlets and top ranking authors; creating customized pitches (per industry); and obtaining media placements/articles and interviews for PIVX. Building relationships with key journalists and influencers over time is a cornerstone of any PR plan. This ensures that our contacts are educated, engaged, and enthusiastic about PIVX.
There can also, however, be value in gaining ‘eyes’ through the use of Newswire Services - or press release feeds - which push out media release to be picked up by aggregators (mostly US) or displayed on a paid placement portion of a news website. (37% of journalists use wires daily - 21% of journalists never use wires.)
To date, our budget has not allowed for high quality newswire service - it will now be built in monthly. There may be value in using these wire services for major announcements and releases that offer news that will gain earned attention and more likely pick up i.e. “first tech…” “only coin…” etc. All ‘priority’ database media will be given first dibs however, on any major announcement, to increase our chances of organic pick up, before it hits the wire (as with 3.1.0 wallet media release)
Alternatively, in a month when there is not qualified news to justify a wire release, we can allocate newswire budget to sourcing PAID influencer placements by qualified, high authority writers.
Reporting
Catalyst will also enlist the services of PR monitoring and reporting tools that will combine monthly reports for all masternodes/community members to measure reach, organic pick ups, impressions and the tone and conversation around cryptocurrency in general.
In Conclusion
With all of the growing pains over the last quarter, as our roles and client demands have shifted, we feel that we can continue to make lasting impact, using all hands on deck to support what the PR team needs to feed the online media machine!
Like PIVX, we are in for the long haul and are interested in the long-term benefits of relationships built on trust and loyalty. This increases buy-in and builds an even greater sphere of trust. Just as you #HODL when PIV is low, PR #HODL for optimal strategic positioning and building loyalty and meaningful engagement with our target media audience.
Thank you!
CATALYST STRATEGIC PR PLAN
Deliverables
Timing:
This is a 3 month proposal, for May, June and July, for a total of 4,500 PIV.
Voting Details:
Proposal: PRandMedia1
Vote Yes: mnbudgetvote many 76773c4cf4458ff24169c29016b8355ab95ab78884f4ac962892aad1cfaf565d yes
Vote No: mnbudgetvote many 76773c4cf4458ff24169c29016b8355ab95ab78884f4ac962892aad1cfaf565d no
Get Info: getbudgetinfo PRandMedia1
Proposal Fee:
I am not asking for the 55 PIV in fees to be reimbursed.
PR CASE STUDY***
_ zPoS Media Release May 2018
RELEASE DELIVERED: Friday, May 4 - Article LIVE Monday, May 7
ScreenHunter_405 May. 08 23.40.jpg691x636 129 KB
Reach: (as at May 8, 13:00hr)
Total news site pick ups: 12 (19 and counting…)
Total Social Shares*: 523 +…
Total website readership monthly: 6,139,616 +…
Approx AD VALUE equivalent (if paid for placement on all 12 sites): $8,489 +…
*this does not account for other shares or reposts (i.e.retweets) from other sources.
Challenge:
To gain attention of targeted media/influencers around the “wallet update” BEFORE the new Core Wallet goes live. Generate news attention before the uploads had taken place, and tell the media what is ‘coming’ down the pipes.
Approach:
Catalyst vetted past media lists to source a select list of targeted media that we’ve been seeding updates to over the last 3 months. Monitoring what they were writing about to align with their publication/content needs.
Select group of media personas were given a pre-release exclusive via personal email - supplied access to this information and supplied approved quotes and key messaging to use for their article writing.
Results: Success and counting!
A news article first appeared on finder.com on March 7, 2018. With the title: Anonymous Cryptocurrency PIVX Makes Worlds First Tech Breakthrough
In one day, (as of May 8th 13:00) this article had been syndicated and repurposed by twelve (12) credible news and crypto websites around the globe including:
Next Steps:
Since getting in touch with the author after article went live, community member @Snappysnap got in touch to further the author’s understanding of Zerocoin and PIVX cryptography. The update was made to the page on 8/5/2018 to include a brief explainer.
Media - same media list will be used for all future pre-release, as we are considered a trusted news source of relevant, highly valued information.
Community - Of the 10+ comments generated on all 12 news sites, Catalyst will recruit PIVX community members to Reply and Engage with these one on one, to both answer their questions and convert them into PIVIANS for education and future community building.
Social media - Social Teams (_PIVX, PIVXnews and PIVX_community) can now share the article from the highest authority news site to establish authority and further PIVX credibility and reach online.
This was a perfect example of how PR, Social Media and Community Building work together!!
6
May '18
PIVX Proposal - May 2018
PUBLIC RELATIONS & MEDIA INFLUENCERS
Prepared by: Catalyst Communications Choreography 3
Introduction
Purple and Proud! We are a full-service boutique Public Relations firm located in Ontario, Canada (team of 5) who have been working with PIVX since October 2017. Our firm specializes in finding the right combination of strategic content, earned news media placements and Key Message targeting. The end goal is to gain authentic, high authority content placements for PIVX.
At first, our PR involvement was per-project, and media announcement specific - starting with the launch of zPIV. Much of that quarter was spent analyzing the media and public perception around cryptocurrency and Bitcoin, to get a better understand of the readership online and what the media was ready to hear at the time in order to get stories published. (What we think is ‘big news’ was not always on the agenda for media). We also used that time to begin building a robust database of cryptocurrency media and writers. Since then, Catalyst has become ensconced in the PIVX community, leveraging its resources to produce high quality content for internal and external audiences wherever possible. Our aim: to promote PIVX brand in key markets and in front of cryptocurrency media & influencers.
ScreenHunter_191 May. 09 11.30.jpg1147x642 99.4 KB
WATCH VIDEO here: https://vimeo.com/99370085 1
Building On Success
As reported in the first quarter of 2018 - our media outreach efforts have resulted in several quality placements and interviews - with February being the most popular month for media interest with Bitcoin crash. We responded to 3-5 media interview queries a week on topics of Bitcoin and cryptocurrency, which resulted in 4 completed interviews, 6 pieces of coverage and 3 additional pending/ as well as PIVX representatives being quoted in 2+ go to print publications. Sample organic reach produced Jan-Mar:
- ISO The Good Life Radio Show - live
- 80/20 Research –PIVX featured in book about Cryptocurrency
- Altcoin Deep Dive – podcast
- InvestorIdeas.com – @bootle media release
- MenaFN.com - published Bootle media release
- CEOblogNation.com
- Simcoe.com
- York Region.com
- The Record.com Kitchener/Waterloo
- City Scene Barrie
As of May 8th 2018 (See full Case Study below).
Total qualified news site pick ups: 21 +
Total Social Shares: 823 ++
Total website readership monthly: 6,139,616 ++
Approx AD VALUE equivalent: $9,489 ++
Highlighting PIVX community
Since the beginning of 2018, we have also utilized the individual expertise of several PIVX community members to engage with more than 50 individual reporter requests - connecting writers and journalists with key PIVX Community members for their insights and expertise on topics such as; PIVX, cryptocurrency, blockchain technology, investing, altcoins, privacy, etc. This has earned coverage for PIVX by giving Community members the opportunity to share through being quoted or interviewed for radio, podcasts, online articles, and print books.
We also would like to give a special shout out to ALL of the PIVX community experts who have supplied feedback, writing, quotes, research and editing along the way! We can’t do this alone!
Global Media Landscape
What we have learned through our time thus far is, due to an obscenely high saturation of cryptocurrency and Bitcoin information circulating since 2017 combined with PR spamming practices, our target media (including Facebook) has become leery and needs precise news and nurturing to gain authority in this space.
To date we have amassed a database of 1500+ qualified, educated media contacts including PIVX influencers/bloggers, segmented by topics; Global Currency, Investment, Bitcoin, Business news, Tech, etc. These range from journalists from magazines to well respected websites and freelancers who 1) now know us 2) are interested in and writing about altcoins and the general financial impact of cryptocurrency on a daily basis. This list is gold. We have been able to develop relationships with some of these contacts for which we are now seeing the fruits of our labour.
The focus of reach has been global, given that the community is expanding all over the world, with select media outreach in appropriate markets that have regional news appeal (South African merchants, Barrie businesses accepting PIVX). We will continue to lean on PIVX community members for those regional/local stories that have high interest and sharing value.
Outreach
To date, ALL media has been achieved organically. That is, sourcing qualified media persons, outlets and top ranking authors; creating customized pitches (per industry); and obtaining media placements/articles and interviews for PIVX. Building relationships with key journalists and influencers over time is a cornerstone of any PR plan. This ensures that our contacts are educated, engaged, and enthusiastic about PIVX.
There can also, however, be value in gaining ‘eyes’ through the use of Newswire Services - or press release feeds - which push out media release to be picked up by aggregators (mostly US) or displayed on a paid placement portion of a news website. (37% of journalists use wires daily - 21% of journalists never use wires.)
To date, our budget has not allowed for high quality newswire service - it will now be built in monthly. There may be value in using these wire services for major announcements and releases that offer news that will gain earned attention and more likely pick up i.e. “first tech…” “only coin…” etc. All ‘priority’ database media will be given first dibs however, on any major announcement, to increase our chances of organic pick up, before it hits the wire (as with 3.1.0 wallet media release)
Alternatively, in a month when there is not qualified news to justify a wire release, we can allocate newswire budget to sourcing PAID influencer placements by qualified, high authority writers.
Reporting
Catalyst will also enlist the services of PR monitoring and reporting tools that will combine monthly reports for all masternodes/community members to measure reach, organic pick ups, impressions and the tone and conversation around cryptocurrency in general.
In Conclusion
With all of the growing pains over the last quarter, as our roles and client demands have shifted, we feel that we can continue to make lasting impact, using all hands on deck to support what the PR team needs to feed the online media machine!
Like PIVX, we are in for the long haul and are interested in the long-term benefits of relationships built on trust and loyalty. This increases buy-in and builds an even greater sphere of trust. Just as you #HODL when PIV is low, PR #HODL for optimal strategic positioning and building loyalty and meaningful engagement with our target media audience.
Thank you!
CATALYST STRATEGIC PR PLAN
Deliverables
- Media Influencer Outreach
500 PIV monthly
- Continue to populate database of media and influencers: Youtubers, Bloggers, Journalists, and Authors talking or writing about Cryptocurrency, Blockchain technology, Bitcoin, Altcoins, etc
- Personalized outreach/contact; introductions with the purpose of ‘intro’PIVX’ as resource to meet their publishing needs.
- Source personal emails and contact (not just Twitter DMs)
- Traditional Media Methods
760 PIV monthly
- Draft and finalize media releases (as needed)
- Create and customize media lists (per release) - region, country, industry and topic
- Contact individual media outlets via Personalize emails and pitch letters
- Responding to reporter queries, follow-ups and quick responses for interview requests
- Utilizing PIVX Spokesperson(s) and their expertise to secure interviews, podcasts, and other media opportunities
- Provide Key Messaging and Media Training where needed for PIVX Spokesperson(s)
- Securing, coordinating coverage; posting final interview link when published
- Ongoing coverage report - every interview achieved is recorded
- Daily Monitoring of all PIVX mentions in media globally
- Reporting
40 PIV monthly
- Accurate monthly reports generated (reach, impressions, readership, etc).
- Subscriptions to paid (and free) tools and monitoring platforms.
- Newswire Distribution + Paid placements
200 PIV monthly
- Requiring and gathering all data and information from Marketing and Development teams, and key members of the PIVX community
- Securing and confirming quotes from Community Members
- Determining audience at a national and international level
- Approvals of Community Members and Developers & Distribution of Release
- Gathering Newswire report, reach and engagement
Timing:
This is a 3 month proposal, for May, June and July, for a total of 4,500 PIV.
Voting Details:
Proposal: PRandMedia1
Vote Yes: mnbudgetvote many 76773c4cf4458ff24169c29016b8355ab95ab78884f4ac962892aad1cfaf565d yes
Vote No: mnbudgetvote many 76773c4cf4458ff24169c29016b8355ab95ab78884f4ac962892aad1cfaf565d no
Get Info: getbudgetinfo PRandMedia1
Proposal Fee:
I am not asking for the 55 PIV in fees to be reimbursed.
PR CASE STUDY***
_ zPoS Media Release May 2018
RELEASE DELIVERED: Friday, May 4 - Article LIVE Monday, May 7
ScreenHunter_405 May. 08 23.40.jpg691x636 129 KB
Reach: (as at May 8, 13:00hr)
Total news site pick ups: 12 (19 and counting…)
Total Social Shares*: 523 +…
Total website readership monthly: 6,139,616 +…
Approx AD VALUE equivalent (if paid for placement on all 12 sites): $8,489 +…
*this does not account for other shares or reposts (i.e.retweets) from other sources.
Challenge:
To gain attention of targeted media/influencers around the “wallet update” BEFORE the new Core Wallet goes live. Generate news attention before the uploads had taken place, and tell the media what is ‘coming’ down the pipes.
Approach:
Catalyst vetted past media lists to source a select list of targeted media that we’ve been seeding updates to over the last 3 months. Monitoring what they were writing about to align with their publication/content needs.
Select group of media personas were given a pre-release exclusive via personal email - supplied access to this information and supplied approved quotes and key messaging to use for their article writing.
Results: Success and counting!
A news article first appeared on finder.com on March 7, 2018. With the title: Anonymous Cryptocurrency PIVX Makes Worlds First Tech Breakthrough
In one day, (as of May 8th 13:00) this article had been syndicated and repurposed by twelve (12) credible news and crypto websites around the globe including:
- Finder .com*
- Usapang Pinas (Philippines)
- Bitmakler
- Best Free News
- Crypto Reader*
- NewsBTC**
- BarChart*
- Cryptocurrency Rodipex
- CryptoReader
- Chaining Russia
- Cryptonetix*
- InvestorsHub**
and counting…
Next Steps:
Since getting in touch with the author after article went live, community member @Snappysnap got in touch to further the author’s understanding of Zerocoin and PIVX cryptography. The update was made to the page on 8/5/2018 to include a brief explainer.
Media - same media list will be used for all future pre-release, as we are considered a trusted news source of relevant, highly valued information.
Community - Of the 10+ comments generated on all 12 news sites, Catalyst will recruit PIVX community members to Reply and Engage with these one on one, to both answer their questions and convert them into PIVIANS for education and future community building.
Social media - Social Teams (_PIVX, PIVXnews and PIVX_community) can now share the article from the highest authority news site to establish authority and further PIVX credibility and reach online.
This was a perfect example of how PR, Social Media and Community Building work together!!