Slides shared during Kaizen's Digital PR Link-Up on 27th November 2022. The deck shares eight actionable tips individuals working in Digital PR can learn from their Traditional PR counterparts - created by someone who has spent time working in both parts of the public relations industry.

1. What Digital PR’s can
learn from Traditional
PR in order to gain top
tier coverage
@CharCrowtherPR

2. AND…
YOU
ARE?
Digital PR Manager at Kaizen
- Spent 1.5 years working in a hybrid
agency, focussing on traditional PR
- Joined Kaizen just under 2 years ago
@CharCrowtherPR

3. @CharCrowtherPR

4. “Traditional PR describes strategies that gain
brand coverage in print, including
newspapers and industry-specific magazines,
as well as on traditional broadcasting
channels such as TV and radio.”
The Drum
@CharCrowtherPR

5. @CharCrowtherPR

6. “Digital PR, by contrast, encompasses online
marketing strategies to boost a brand’s
presence and visibility.”
The Drum
@CharCrowtherPR

7. @CharCrowtherPR

8. @CharCrowtherPR

9. “UK national newspaper sales have fallen by
nearly two-thirds over the last two decades.”
The Press Gazette
@CharCrowtherPR

10. “Queen’s death leads to 2% boost in
newspaper sales”
The Press Gazette
@CharCrowtherPR

11. “Radio is the most trusted medium in Europe,
for the 12th year in a row.”
European Commission
@CharCrowtherPR

12. @CharCrowtherPR

13. Digital and Traditional PR’s
need to work together to
achieve the client’s goals
@CharCrowtherPR

14. Formats
Product PR
Relationships
Spokespeople
There are four key areas that we, as Digital PR’s can learn from our colleagues in
Traditional PR:
KEY
THEMES
@CharCrowtherPR

15. Formats
Product PR
Relationships
Spokespeople
There are four key areas that we, as Digital PR’s can learn from our colleagues in
Traditional PR:
KEY
THEMES
@CharCrowtherPR

16. SPOKESPEOPLE
@CharCrowtherPR

17. SPOKESPEOPLE
@CharCrowtherPR
01
01 FIND YOUR
SPOKESPEOPLE
Talk to your client to see WHO in the company is willing to provide
commentary, on which TOPICS and in what FORMAT

18. SPOKESPEOPLE
@CharCrowtherPR
02
02 CREATE A
QUOTE BANK

19. SPOKESPEOPLE
@CharCrowtherPR
03
03 MAKE A
PRESS PACK
This should include HEADSHOTS and a SHORT BIO about each
spokesperson

20. Formats
Product PR
Relationships
Spokespeople
KEY
THEMES
@CharCrowtherPR
There are four key areas that we, as Digital PR’s can learn from our colleagues in
Traditional PR:

21. Formats
Product PR
Relationships
Spokespeople
There are four key areas that we, as Digital PR’s can learn from our colleagues in
Traditional PR:
KEY
THEMES
@CharCrowtherPR

22. RELATIONSHIPS
@CharCrowtherPR

23. RELATIONSHIPS
@CharCrowtherPR
01
01 PROSPECTING
IS KEY

24. RELATIONSHIPS
@CharCrowtherPR
02
02 CONTACT DREAM
JOURNALISTS
Contact your dream journalists introducing the brand you’re now
representing and the topics they are willing to comment on.

25. Formats
Product PR
Relationships
Spokespeople
KEY
THEMES
@CharCrowtherPR
There are four key areas that we, as Digital PR’s can learn from our colleagues in
Traditional PR:

26. Formats
Product PR
Relationships
Spokespeople
KEY
THEMES
@CharCrowtherPR
There are four key areas that we, as Digital PR’s can learn from our colleagues in
Traditional PR:

27. PRODUCT
PR
@CharCrowtherPR

28. PRODUCT
PR
@CharCrowtherPR
01
01 KNOW YOUR
PRODUCTS

29. PRODUCT
PR
@CharCrowtherPR
02
02 RESEARCH
PRODUCT GUIDES
Resources such as HARO, Response Source and #JournoRequests
are great for this

30. Formats
Product PR
Relationships
Spokespeople
KEY
THEMES
@CharCrowtherPR
There are four key areas that we, as Digital PR’s can learn from our colleagues in
Traditional PR:

31. Formats
Product PR
Relationships
Spokespeople
KEY
THEMES
@CharCrowtherPR
There are four key areas that we, as Digital PR’s can learn from our colleagues in
Traditional PR:

32. FORMATS
@CharCrowtherPR

33. FORMATS
@CharCrowtherPR
01
01THE IDEAS SHOULD
FIT THE FORMAT

34. REACTIVE
COMMENTARY
16
9 Links
Total coverage
The most commonly used
words in CV’s and
Spelling Mistakes
@CharCrowtherPR

35. Follow links
Total coverage
57
119
@CharCrowtherPR
BLOG
CAMPAIGNS
Rent v Salary

36. CONTENT
CAMPAIGNS
66
45 Links
Total coverage
Hacker Hotspots: The
Apps Most Vulnerable to
Cybercrime
@CharCrowtherPR

37. INTERACTIVE
CAMPAIGNS
Follow links
Total coverage
29
14
@CharCrowtherPR
360°

38. Formats
Product PR
Relationships
Spokespeople
KEY
THEMES
@CharCrowtherPR
There are four key areas that we, as Digital PR’s can learn from our colleagues in
Traditional PR:

39. SPOKESPEOPLE
@CharCrowtherPR
CREATE A
QUOTE BANK
FIND YOUR
SPOKESPEOPLE
MAKE A
PRESS PACK
01
01 02
02 03
03

40. Formats
Product PR
Relationships
Spokespeople
KEY
THEMES
@CharCrowtherPR
There are four key areas that we, as Digital PR’s can learn from our colleagues in
Traditional PR:

41. RELATIONSHIPS
@CharCrowtherPR
05
05
PROSPECTING
IS KEY
CONTACT DREAM
JOURNALISTS
04
04

42. Formats
Product PR
Relationships
Spokespeople
KEY
THEMES
@CharCrowtherPR
There are four key areas that we, as Digital PR’s can learn from our colleagues in
Traditional PR:

43. PRODUCT
PR
@CharCrowtherPR
06
06 07
07
KNOW YOUR
PRODUCTS
RESEARCH
PRODUCT GUIDES

44. Formats
Product PR
Relationships
Spokespeople
KEY
THEMES
@CharCrowtherPR
There are four key areas that we, as Digital PR’s can learn from our colleagues in
Traditional PR:

45. FORMATS
@CharCrowtherPR
08
08
THE IDEAS SHOULD
FIT THE FORMAT

46. Please contact
for further enquiries
Phone
Mobile
E-mail
+44 203 962 0212
+44 7908 069 898
sean.guy@kaizen.co.uk
Sean Guy
Any Questions?
Thank
you!
charlotte.crowther@kaizen.co.uk
@CharCrowtherPR