Is Digital Public Relations (PR) the latest buzzword? Or is it when Google got launched and other channels got digital? Earlier PR was about getting press releases, print media, onboarding journalists and huge media houses and agencies to cover launches, create a brand story, put forward a perceived image for consumers, and get covered in magazines and via word of mouth. It was persuasion via print also known as traditional PR.
Tables have turned. There has been a huge boom since digitalization. Social media, influencer marketing, momentum marketing, websites, paid traffic, and organic traffic, there is a lot to explore. If you are still on the fence to launch a Digital PR campaign, then it's never too late. There is enough to do and much more to seek and capture the market.
This guide shall help you understand how Digital PR works and how to create your campaign.
As the name suggests, it is public relations that is digital. It is the use of digital media sources such as social media, influencers, SEO, and creating marketing campaigns to reach their target customers. It is an inbound strategy. It helps develop promising relations with consumers and brands, leverage social media platforms, create a brand voice and attract media coverage for launches. It still uses old traditional PR ways.
Brands need to be where their consumers hang out i.e., social media. Plus, Google has received a massive increase in its search queries. Twitter is no longer a public rant platform, but it's where top influential entities, media house chiefs, and CEOs voice their opinion. It increases visibility, brand perception and exposure and attracts backlinks, partnering with other businesses. Content creation and content marketing are crucial in Digital PR.
Further, Digital PR is not limited to B2C. It has expanded to B2B and SAAS too.
Digital PR is no longer an option, but a must-have strategy. It can be used by any business small, big, or giant corporation. It initially takes time and effort to channel resources, create content strategy, market, and network with the right people, but has a huge compounding effect.
Google has become a smart bot. It understands that websites are manipulating the off-page SEO and backlinks and it is not a level playing field. With the new updated algorithm, the spammy tactics no longer work. Google pushes valuable content and benefits the player who abides by the rules. To play fair, it’s important to create effective share-worthy content, market it, get validation via shares, likes, comments, coverage, and attract genuine backlinks.
Digital PR employs a special set of skills. It needs analytical thinking skills, a problem-solving mind, tracking and reporting data in real-time, and troubleshooting gaps.
Following are the benefits of Digital PR:
Enlisted below is how to create the perfect Digital PR Campaign for your business.
Goal and Messaging:
A Digital PR campaign has the same basic features as any other campaign. Success depends on ideation and execution. Be clear on what are the business end goals and what is the driving force of the campaign. It needs to take into account the awareness level of target customers. There are five levels of customers. The totally unaware, problem aware, solution aware, product aware, and most aware.
Create content catering to the different levels of customer awareness. Also, create separate customer persona customer awareness. It helps convey the right message to the right person.
Create a Content Bucket.
Depending on the level of awareness, chalk out different content ideas. Based on the user personas created above, map out likes, dislikes, goals, objectives, desires, and pain points. Ideate and create content. It can be live, questions and answers, polls, quizzes, infographics, blogs, listicles, white papers, case studies, podcasts, and videos. Create content that grabs the attention of media houses and journos.
Initially, this may not hit the bull's eye but gets you close. So keep repeating the process. It is not a do-it-once exercise.
Every social media forum has its audience. So, distribute content depending on the audience of the platform. Cater to them with the right content. Track social engagement such as shares, likes, comments, reach, and the number of views.
Outreach and Building Relationship:
Create a thorough research outreach list. Create a database of journalists, media houses, online news portals, digital magazines, and newsletters. Send emails, make it personal, and explain how it will benefit their readers. Craft an irresistible outreach pitch.
Also, build cordial relationships with journalists. Network and connect. It pays off in the long term.
Build Credibility and Authority:
The way to build credibility and authority is to be genuine. Creating a fake narrative will do more harm than benefit. Tell the story behind the brand, make it personal, and show behind the scenes, create a connection. It attracts the right people and repels irrelevant ones.
When outreach doesn't give desired results, credibility gives inbound leads and backlinks.
Measure the KPIs:
Depending on the goals, track your KPIs. Whether it was brand awareness, site traffic, social media engagement, backlinks, or social interaction with journalists. Track Google search console and analytics. Digital PR is not static. Hence the need to strategize new ideas.
Following are the best Digital PR tools:
Digital PR works when it is backed by strategy, content ideation, execution, and the right mindset. It is a long-term game, stop looking for short-term gains. It is challenging but rewarding as well.
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