Incorporating the world of PR into the digital landscape
About 10 years ago, it was rare that you’d even hear terms like ‘traditional PR agencies’ or ‘digital PR agencies’ – there were just simply, PR agencies. Back then, the digital evolutional was just around the corner, and slowly you would see more agencies start to embrace the opportunities that digital brought, leaving the other agencies to be branded as ‘traditional’.
Also, with more demands from a growing digital market, advantageous entrepreneurs were opening new digital communication start-ups left right and centre.
Of course both ‘types’ of agencies share the same objectives; both strive to enhance a client’s reputation, build brand awareness and increase sales across the board.
I believe that what truly sets a digital PR agency apart from the more traditional agencies is their treatment of the digital landscape. What I mean by this is that digital shouldn’t just be approached as an ‘add on’ to a PR strategy, Far from it. digital PR is now fundamentally important to the success of any PR campaign.
For agencies still striving to grasp the digital evolution, it’s important to understand the way consumers today digest information online. This understanding through the use of analytics provides crucial data that digital marketers use to create engaging content and consistently execute strategic PR campaigns that go above and beyond in raising brand visibility amongst key audiences online.
Leveraging digital PR for B2B businesses
Digital PR in the B2B sphere is different than it is for consumer facing businesses. This is because of the specialist need to fully understand the B2B company’s industry.
At Reckless, we believe that to effectively publicize how a B2B company’s product or service(s) solve business challenges, we must have a thorough understanding of the company market.
This, in return, gives us the ability to speak the “language” in terms of expressions and technology specifications in order to gain visibility and understanding within the right publications and online channels.
We endeavour to find out where exactly the target audience turn to online to educate and gain insight, which publications they read and what information hubs they subscribe to.
It’s from this stage, we can then create campaign concepts and opportunities to gain coverage and media placements.
The collaboration between SEO & Digital PR teams
Within the digital marketing mix, SEO & PR go together like peaches and cream, and if the line of communication is regularly exercised, both teams can benefit from one another in order to excel with their business goals.
Thanks to the constantly evolving digital landscape, marketing and communication channels are integrating like never before. A good example of this can be seen in the way content & outreach is now an integral part of SEO success.
With digital PR, it’s exactly the same; executing new PR materials or leveraging from re-purposed content can then be outreached to gain beneficial coverage and strong backlinks from high authority media sites.
So, how can these two teams help each other? Simple:
Working within the comfortable confinement of your own department, it’s easy to assume when conversing with other teams or professionals that they know what you do. Truth is, they usually don’t.
PR’s for the most part weren’t taught back in the day the value that a high online coverage link can have to SEO or keyword rankings. The same goes for SEO’s not knowing the ins and outs of PR.
The best example of this is outreach now being a strong part of an SEO / content marketer’s role. With media relations being at the forefront of all PR professionals’ skillset, extend this insight, offer advice & help one another with consistent two way communications.
- Align messages & stories
Most clients who sign up with SEO will have a vested interest in content marketing or digital PR. So, with multiple teams often managing outreach and therefore having multiple stories coming out at the same time, it’s important to align the broader messaging and themes of content going out.
This can be done simply by putting together a content calendar to avoid mixed messages or promoting two business areas simultaneously.
- Share & amplify content
Creating content can be a hard and not to mention expensive job, and it’s something which content marketers and PR’s do extremely well. So, why not learn from and inspire one another.
Share what content is being created, and that way either teams can learn from or repurpose the already formed content to satisfy their target outreach outlets.
Bloggers & vloggers
Social channels like Facebook, Twitter & Instagram allow us to connect with one another like never before. Here we can share insight, listen to opinions, engage, meet and share new contacts, all within one trusted area.
These social channels are constantly accelerating and expanding which has paved the way for a new breed of marketers; the digital influencers.
With 82% of PR & marketing professionals now using social influencers in their digital marketing activities, it’s important to understand the best ways of working without compromising brand values.
- Find social media ambassadors who genuinely love your product or service(s)
This is single-handedly one of the most important factors in choosing a team of social influencers. The influencers should have a genuine passion for what you’re offering, and their brand values should align with yours.
The more they love your offering, the easier it’ll be to not only work with them but to see the fruits of their labour. Their promotion will be natural becomes it comes from the heart and their followers will be responsive to this.
- The creative should be a partnership
You and your team will have ideas on the proposition and messaging, however, remember that the chosen influencer will know what their audience is most responsive to better than you do.
- It’s not all about the social numbers
It comes back to what we debated a few months ago on Figaro – quality vs quantity. When choosing your influencers to work with, look for those who have responsive and engaged followers as opposed to influencers who just have the most.
Reckless Digital PR Takeaways:
- It’s much harder these days to measure traditional PR activities that it is with digital PR
- Digital agencies understand the online space & how consumers are digesting online information & content
- Digital PR is data-driven which means the content is informed, targeted and ultimately has a far greater ability in reaching key audiences and raising brand awareness
- Digital PR isn’t something you ‘add-on’ to a traditional PR strategy – it is now fundamental to any PR campaign