This talk will cover the complete process behind running successful and creative digital PR campaigns, from generating ideas to measuring impact.
Sarah will be delving into the key tactics around tailoring your PR strategy to achieve the best results – whether or not you engage with an agency or want to keep efforts in-house.
15. There are a few vital
questions you must
answer before
beginning a successful
ideation session
16. 1. What is our business
model?
A. How do we generate
revenue, and what kinds
of leads do we need to
create? 💵
B. What is our company
mission and vision? 👁
17. 2. Who is our target
audience?📱
A. What publications are
they reading?💵
B. What types of
awareness and research
stage keywords are they
searching? 👁
18. 3. Who are our key
competitors?
Ie. SEO vs. ‘traditional’
competitors
19. 4. What are our key
products and/or
services? 🔑
Ie. What keywords should
we be targeting?
20. 5. What is our tone of
voice?
A. Do we have a brand
playbook or equivalent?
B. What editorial do's
and don'ts do we have?
🎤
21. 6. What reputation /
news is there about our
company currently?
Ie. Can we leverage new
products or our
spokespeople in our PR
campaigns?
22. 7. What questions are
our target audience
asking?
(Use answer the public
or google's 'people ask'
section to determine
key questions)
23. 8. What are
competitors doing in
terms of PR?
(Make sure to link out to
some examples of
competitor content🔗)
24. 9. What publications
should we be targeting
based on running a link
gap analysis?
Ie. where competitors
have links that we do
not ⛳
25. 10. What campaign
inspiration can we take
from similar campaigns
done in the digital PR
space?
Check sources like
digital pr examples
twitter. 🌈
26. 11. What content have
we created in the past?
Ie. What internal data
can we leverage to
create new stories?
27. Ultimately, a great ideation brief
sparks ideas as you’re pulling it
together.
Ideation template:
https://docs.google.com/document/d/15rt6Kj
DGcWTRManE-1X3B5QdqvpjJHu5XQFP1Aoe
xgk/edit?usp=sharing
38. 1. You have full
confidence that the
story informs or
entertains a
well-defined audience
on a topic they would
care about.
39. *Ideas must not be
passed off without
having a real
data-driven, concrete
understanding of
opportunities i.e. avoid
making assumptions
without doing research
40. 2. The story is both
on-brand and relevant
to your target audience
41. 3. The story has
evergreen potential
and won't be irrelevant
once a particular event
passes
42. 4. The story leverages
an expert (in-house,
client-side or a person)
when it adds value
43. 5. If the story makes
use of published data, it
has been analysed in a
way that offers a new
story
44. 6. The story triggers an
emotion and creates
obvious discussion
points
45. 7. The visuals used are
the simplest, most
effective way the story
could be told and
doesn’t require written
explanation
46. 8. The story could be
published by both local
and international
journalists (where
possible)
47. 9. The story offers a
unique perspective that
differentiates it from
previous coverage on a
similar/same concept
48. 10. The story has to be
on a hot topic that
journalists are talking
about right now
50. Outreach Strategy
01
How to prolong outreach and
create a strategy that's informed
by key angles and hooks 📨
51. Ideation is a hugely
important part of the
Digital PR process, but
a strong outreach
strategy is the most
important step.
52. What is an outreach
strategy?
An outreach strategy is a
document used to
outline and explore all
of the key angles ahead
a PR campaign going
live - to ensure all key
outreach opportunities
are explored.
53. When do you create
an outreach strategy?
An outreach strategy
should be filled out at
least one week before a
campaign goes live, to
ensure you have enough
time to prospect and
create email templates.
55. 1. The Angles
What are the overall
themes for the angles
you want to focus on? ie
'Personal Finance' angle
56. 2. The Story
What is the one thing this
angle shows? ie. 'This
angle will reveal X'
57. 3. The Resonante
What leads us to
believe this angle is
a relevant topic of
conversation? (Why
will anyone care?)
58. 4. The Relevance
How does this story fit in
with the brand, our
customers, or our
campaign piece?
ie. 'A personal finance angle
directly ties in with our
target audience’
59. 5. The Sell-in
Provide 3 x headlines for
split testing and 3 x
publishers ie.
➔ New study reveals…
➔ X crowned most X…
➔ This is how much X are
really spending in 2023
➔ DailyMail
➔ LadBible
➔ Metro
70. Key takeaways:
➔ Use a variety of data to create pre-ideation briefs
💡
➔ Ensure you’re diversifying your ideation tactics 🆕
➔ Utilise an outreach strategy document to plan key
angles 1 week before launch 📩
➔ Ensure you’re representing results smartly to key
stakeholders 📊