Digital PR - An Overview
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Digital PR - An Overview



Digital PR is a fast evolving field. This presentation is a brief overview of all elements that constitute Digital PR. And how people can use the different online tools to get the best out of their ...

Digital PR is a fast evolving field. This presentation is a brief overview of all elements that constitute Digital PR. And how people can use the different online tools to get the best out of their online PR campaigns



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Digital PR - An Overview Digital PR - An Overview Presentation Transcript

  • Digital PR
    “Social Media Puts ‘Public’ into PR and ‘Market’ into Marketing”
    – Chris Brogan
    By Merlin Francis
  • Online Marketing Landscape
    By Merlin Francis
  • How is Digital PR Different From Offline PR
    Digital PR = Interactive PR
    It does not rely only on mainstream publications to build credibility
    It encourages direct engagement with the public, stakeholders, customers and prospects
    It is founded on the principal of ‘Being Social’ & ‘Being Democratic’ in approach
    Digital Media combines the power of social media and other online tools to humanize a brand/logo/company
    It harnesses the power of the crowd to build and drive its campaigns
    It makes life a little easier for a PR folks.
    By Merlin Francis
  • Why is Digital PR Important
    In a survey of journalists and reporters conducted by TopRank, 91% of respondents indicated they frequently use search engines to do their job
    Today most journalists are more frequent in checking their twitter stream than their email messages
    Journalists have access to most information they might be looking for on your brand, at the most you can only directing them in finding the right and more relevant information
    By Merlin Francis
  • Challenges
    What happens on the Internet stays on the Internet – good or bad
    It makes your client vulnerable
    The landscape is changing everyday
    Creativity and Out of the Box thinking is a pre-requisite
    News spreads like a forest fire and if not controlled properly, it can kill your brand
    Here a crisis can lead to the end of your career, if not handled properly
    By Merlin Francis
  • Myths
    - Creating pages on social networks will get you fans/followers- Creating a group will get you members- Unlike offline PR, online PR does not require a strategy, it is all about sharing stuff online- Like offline PR, online PR cannot be really measured
    By Merlin Francis
  • Digital PR Tool Box
    • Press Releases(SEO & SMO Optimized)
    • Media pitches
    • Social Networking Profiles
    • Expert Groups
    • Forums
    • Blogs
    • Contributed Articles/Thought Leadership articles
    • Research Reports
    • Webinars
    • Digital Assets ( SEO optimized Videos, Podcasts, Presentations, Photographs)
    • Search & Social media monitoring (Reputation management)
    By Merlin Francis
  • SEO & SMO Optimizing Press Releases
    • Ensure you have appropriately Linked the Keywords you want to highlight to those keyword optimized pages
    • Ensure you have the keywords you want to promote in your headline and sub headline
    • Provide an action tab – register or visit website
    • Add, supporting marketing collateral like Website snapshot, video links etc.
    • Add share buttons on the page, making it easy for people to share your content/news
    • Optimizing more than standard text content for PR creates additional entry points to news content and can improve search based discovery.
    By Merlin Francis
  • Digital PR = Engage, Involve, Collaborate
    Think of social media channels as a place to interact with your customers, prospects, stakeholders and media
    Listen, respond and inform
    The more active you are on these platforms, the more number of people you will manage to reach out to
    Reward people for their loyalty
    Involve them and take their opinion when making changes to the brand image, new advertisement or anything related to the brand
    Give them a reason to show their loyalty to your brand among their circle of influence
    By Merlin Francis
  • Digital PR Checklist
    • Decide on what is the objective of your Digital media campaign. Is it creating awareness or lead generation?
    • Depending on your objective, select the digital channels that would be relevant to achieving your goals
    • Understand what motivates people to follow brands on these channels, your campaigns for each of these channels should be customized to meet the needs of your target audience. The reason why people follow a brand on LinkedIn is different from why they follow on Facebook
    • Be creative in your approach and plan on sustaining the momentum
    By Merlin Francis
  • Digital PR Checklist
    • Decide on what kind of collaterals you will need
    • Use your social networks to follow your target media, to understand what they like to write about, what story angles intrigue them and how best can you pitch to them
    • In addition to your traditional mediums like emails, use social networks like twitter to pitch to your target media
    • Social networks are great for building relationships. Focus on the relationship and not on marketing to an individual, rest will follow
    • Online media is about give and take and not just for telling your side of the story always
    By Merlin Francis