Digital public relations (PR) is important for creating and maintaining a positive presence on the web. Developing a successful digital PR campaign requires businesses to implement several strategies, including social media utilization, networking, and tracking KPIs.
These digital PR strategies allow for organizations to connect with others in their industries, engage with a broader range of audiences, and gain a reputation as authoritative figures.
The following guide was developed to help organizations of all sizes develop and implement an effective digital PR campaign. This information will examine what digital PR entails and share tips and methods to make these efforts a success.
What is Digital PR?
Press releases continue to be an important part of public relations and crisis management. Traditional PR focuses on physical world outlets, including television, radio, and newspaper. Digital PR allows for more ways to maximize the reach of these press releases on the web.
A successful digital PR strategy consists of utilizing several tactics and platforms, including,
- Search Engine Optimization
- Content Marketing
- Social Media Utilization
- Expert Commentaries
These efforts also require adequate planning and research to be successful.
Benefits of Digital PR
Digital PR is critical for establishing and maintaining relevance in today’s digital world. Improvements to an organization’s digital PR strategy has the potential to result in several crucial benefits, including:
- Improved Brand Awareness
- Increased Leads and Revenue
- Drive Organic Traffic
- Higher Search Engine Rankings
An effectively digital PR campaign also has the potential to increase an organization’s reputation and credibility. These efforts can create the belief that a company is an expert authority in its unique industry.
Determine Audience Interests
It is important for companies to understand the unique audience that they are trying to reach in the digital realm. Find target audience demographics using social media accounts and Google search engine.
Take note of the several specific elements of the industry’s target audience, including the audiences’:
- Frequented News Sources
- Content Sources
- Podcast Interests
- Brand Engagement
Most importantly, it is wise to develop a list of topics that interest consumers. This can be assessed based on user likes, shares, hashtags, comments, and the public figures that they choose to follow.
Network & Research
Networking with others in the industry is an important part of every successful marketing effort. Use social media to connect with experts, journalists, bloggers, influencers, and others in the industry.
Search for current trends through news articles, competitors’ website blogs, and their social media accounts. Use this information to develop a list of media experts and journalists in your industry and topics that may be of interest.
Quoting an expert within a press release is a great way to increase credibility and gain authority on a topic. This strategy will increase brand reputation in the industry, and consequently, result in a higher number of backlinks.
Develop a Pitch and Connect Journalists with Experts
Create a pitch for journalists, including the topic, intention, industry expert information, and why consumers would find this potential piece engaging.
Connect interested journalists with industry leaders by facilitating phone interviews. Create bylines on behalf of the experts using the transcription from the interview. You may need to hire a professional SEO content agency or writer to develop this content.
Invest in The Right Tools and Services
An effective digital PR campaign requires the investment in advanced tools to generate industry-specific reports, track data, and gather other important metrics. These tools can help in several aspects of a PR campaign, including:
- Pitch Distribution
- Media List Development and Management
- Measure Campaign Reach
- Analyze Site Backlink Data
It is also wise to subscribe to news outlets and publications that are reputable and relevant to your unique industry.
At Digital PR, our team of digital marketing experts is ready to help you implement a strategy to improve your reach. Contact us now.