While public relations has always been important in garnering peer and influencer group recommend it is now growing even more significant in the online world.
In fact, it is probably fair to say that a majority of businesses with an online presence now believe digital PR should be a priority, as more and more people are going on the internet to find out information about a company or purchase goods and services, well before they even contact the brand or its resellers.
Ability to create and modify brand properties across web, social channel and messaging channels, analyze conversations to understand consumer feedback and emerging trends, attract, filter and identify potential customers by providing compelling content, the benefits of digital PR are incredibly far-reaching and evolving all the time.
No wonder, Digital PR is fast becoming the predominant tool to communicate compelling brannd stories for business advantage.
Key Elements of Digital PR Strategy
- Owned Media
In the online world, the brand Website is at the very core while social media and blogs act as extensions of the website. Naturally, the more owned media a brand controls, the higher its chances of extend its brand presence in the digital sphere.
- Earned Media
Okay now that you have done enough to establish your brand destinations (owned media) online, you need to work aggressively to drive traffic towards owned media. Earned media is essentially online word of mouth, usually seen in the form of ‘viral’ tendencies, mentions, shares, reposts, reviews, recommendations, or content picked up by 3rd party sites. One of the most effective driving forces of earned media is usually a combined result of strong organic rankings on the Search Engines, and content distributed by the brand. First page rankings and good content are typically the biggest drivers. Rankings on the first page of the search engines place your owned media sites and content links in a position to receive higher engagement and shares, which is why a good SEO strategy is crucial. When it comes to brand content, interesting, informative content can come in all shapes and sizes. Whether it be a blog, infographic, video, press release, webinar or e-book, the bottom line is that the content has to be worthwhile in order to receive the valuable earned media; which is why a great content strategy is also important.
- Paid Media
If you can’t win them, buy them. Paying to promote content can help get the ball rolling and create more exposure. Social Media sites like Facebook, Twitter and LinkedIn offer advertising that could potentially help boost your content as well as your website. Another way to gain more exposure for brand content is to pay influencers to tweet or share your links, impacting the reach and recognition your pieces receive.
Our Digital PR Services
- Setup Owned Media Channels
- Manage Earned Media Campaigns
- Execute Paid Media Campaigns