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Beyond Link Building - Using PR to fuel your digital strategy
The document discusses the role of public relations (PR) in shaping digital strategies, highlighting the importance of understanding business goals, target audiences, and effective communication. It emphasizes the need for reputation management and community building in digital PR efforts. The five recommendations include understanding business vision, knowing the publics, auditing online communication, managing reputation, and ensuring actions align with words.
Beyond Link Building - Using PR to fuel your digital strategy
- 1. @AishaKellaway BEYOND LINK BUILDING HOWTO USE PR AND FUEL YOUR DIGITAL STRATEGY #DigitalOlympus
- 2. @AishaKellaway Aisha (Skippy) Kellaway DigitalPR Specialist AishaKellaway skippy@white.net #DigitalOlympus
- 3. @AishaKellaway SO, WHAT ISPR? 1891 - 1995 Edward Bernays: Father of Public Relations #DigitalOlympus
- 4. @AishaKellaway SO, WHAT ISPR? “Information given to the public to persuade and modify actions and attitudes.” 1891 - 1995 Edward Bernays: Father of Public Relations #DigitalOlympus
- 5. @AishaKellaway SO, WHAT ISPR? “Information given to the public to persuade and modify actions and attitudes.” AND “Efforts to integrate attitudes and actions of an institution with its publics, and of publics with that institution.” 1891 - 1995 Edward Bernays: Father of Public Relations #DigitalOlympus
- 6. @AishaKellaway Digital PR is…Influencer relations Outreach #DigitalOlympus
- 7. @AishaKellaway Digital PR is… Anythingthat influences your online relationships and reputation through communication. Influencer relations Outreach #DigitalOlympus
- 8. @AishaKellaway Anything that influences your online relationshipsand reputation through communication. UX / web content Reviews Events & speeches Email marketing Social media Crisis management Paid media CSR … And much more Digital PR is… Influencer relations Outreach #DigitalOlympus
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- 10. @AishaKellaway CONFIRMATION BIAS: The tendencyto interpret new evidence as confirmation of one’s existing beliefs or theories. #DigitalOlympus
- 11. @AishaKellaway 5 WAYS TOUSE PR AND FUEL YOUR DIGITAL STRATEGY #DigitalOlympus
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- 13. @AishaKellaway VISION: MISSION: VALUES: Whatare the long term goals of the company? What is your purpose? Why are you doing what you’re doing? What do you believe in? How do you make your decisions? #DigitalOlympus
- 14. @AishaKellaway UNDERSTAND EVERY ONEOF YOUR PUBLICS 2 #DigitalOlympus
- 15. @AishaKellaway A “GENERAL PUBLIC”DOESN’T EXIST #DigitalOlympus
- 16. @AishaKellaway Step 1: IdentifyStep 2: Understand Step 3: Communicate Who are you targeting? What are they looking for? What values do they share with you? What messages can you craft to communicate these values to them? #DigitalOlympus
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- 19. @AishaKellaway ARE YOU COMMUNICATINGTHE RIGHT MESSAGES? #DigitalOlympus
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- 21. @AishaKellaway FOCUS ON BUILDINGA SENSE OF COMMUNITY #DigitalOlympus
- 22. @AishaKellaway FOCUS ON QUALITY:MAKE EVERY CONTACT COUNT #DigitalOlympus
- 23. @AishaKellaway KEEP ON TOPOF WHAT’S BEING SAID ABOUT YOU 4 #DigitalOlympus
- 24. @AishaKellaway WHAT OTHERS SAYABOUT YOU MATTERS #DigitalOlympus
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- 28. @AishaKellaway ACTIONS SPEAK LOUDER THANWORDS 5 #DigitalOlympus
- 29. @AishaKellaway DON’T JUST TALKTHE TALK… WALK THE WALK! #DigitalOlympus
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- 31. @AishaKellaway Thanks for listening! Aisha(Skippy) Kellaway Digital PR Specialist AishaKellaway aisha@white.net #DigitalOlympus
Editor's Notes
- #3 Dig at my accent, it’s going to be very aussie
- #4 Disclaimer number 2, dig at kelvin for putting me in the links session
- #5 Explain what the talk will cover, as it won’t cover links
- #6 Brief intro to me and the PR roles I’ve had to view it to various perspectives.
- #7 Who’s heard of Edward Bernays? Who’s heard of Freud… explanation of Bernays and the history of PR.
- #9 Explain importance of second part of the quote – which is often ignored in the modern context
- #10 When most people think about PR, I think it’s safe to assume that they often think of Press Releases, and Press Relations– but these are just tactics used within PR. And the thing with tactics, is that they have to change with the times.
- #11 When you understand that at its very core, PR is involved whenever you have a touch point with a group that is important to your business, you start to see its importance across almost all avenues of marketing. Now outreach and media relations are really important part of the job, and helping create relevant and newsworthy content that gets shared, linked to and talked about is absolutely part of the job. But they’re not, or certainly SHOULD not, be the sole part of the job.
- #12 So yes, Digital PR is about outreach, and it’s about influencer relations. When you focus on the core, you realie it’s also about social media, email marketing, the content and user experience of your website, the events that you run or are involved in, your search engine listings, online reviews, and your PPC ads. Every single time that your target groups come into contact with your brand, PR is involved, so across all of these channels, you need to ensure that you’re maintaining and constantly building your reputation through effective communication.
- #13 The word I want you to focus on here, and I think you’ll hear it a few times today, is reputation. The reason this is important is that your reputation precedes you.
- #14 Confirmation bias is a PRs best friend. We all look for evidence that supports our beliefs, and try our best to ignore evidence that goes against our believes. When we buy into a company’s brand messages, we’ll be looking for things that reinforce this. This provides a great opportunity to ensure that all touch points with our audiences are positive ones. - Confirmation bias means that customers that have initially bought into your brand message and values aren’t out to get you. They are actively seeking reasons to stay engaged, and ultimately, buy from you.
- #16 It seems obvious – but a lot of people start creating content and trying to build relationships with influencers, before they’ve completely fleshed out exactly what it is they or their clients do, how they want to be perceived, and what they hope to achieve.
- #18 A lot of people think of the general public, but if you or your clients think that’s who you’re targeting – you’ve got some work to do. Going back to the original definitions I gave you, the public in public relations refers to all the DIFFERENT groups of people that are important to the success of your business.
- #19 Reference demise of the blanket press release – and this is why. You can’t treat everyone the same. Need to understand and value people and groups of people as individual and target their specific needs.
- #20 First step is identifying who these groups are. Usually it will include customers, but it could also include new or potential employees, community groups, potential business partners. After you have identified who you want to reach, you have to understand them. It's easy to make assumptions about why your customers buy from you, why your employees decided to work for you, or why people are interested in investing in you. Often these assumptions are not true. So make sure you ask and do some research before you do anything else – you can do this through user testing amongst your target demographics, or through online automated chats like Olark, Intercom or Qualaroo. The reason why people will buy from you, invest in you, promote you, and be loyal to you isn't because of what you do, or what you sell - it's about why you do it, and the values that you share.
- #22 Now this brings us to the next stage. Before we do outreach or creative marketing campaigns for our clients, we perform a bespoke communications audit. - Elaborate here
- #23 This audit uses the information gathered from understanding your business, your target publics and your key messages – and looks at how all of this is communicated across all of your owned media assets. This includes the messaging across pages on your website and the way you use this messaging to lead different users through the most relevant user journey. This doesn’t end with copy and is where design and UX comes into the mix.
- #25 We also look at social media channels. Social media is a really powerful customer engagement tool - but so many people just use them as a one way communication tool, trying to flog their products or services. I recommend you use your organic social media channels primarily to create a sense of community and foster existing relationships (through conversation and customer service), or as a platform to voice your authority and expertise within your industry. There should be minimal (if any) selling activity that’s not exclusively paid ads or promotions. Also, Think about each of your audiences and what platforms they use and what they're looking for on them. A lot of the time, we find that FB is the best channel to keep our client's loyal customers engaged and to communicate with them. Twitter is great to talk about trends and show expertise, and instagram is really useful to show a different angle of your brand/product – a bit of a sneak peak behind the scenes or exclusive access pass. This WILL vary depending on your business and sector. It all comes back to your audience – where are they and how can you best utilise social media to communicate with them.
- #26 Quality over quantity Supplementary content – always ask 2 questions… go into the spiel about “Why am I doing this?” and “What value is this adding to the people I’m trying to reach?”
- #27 We all know that what someone else says about you often holds a lot more weight than what we say about ourselves.
- #28 Monitor online mentions. Free vs paid methods. Online review services Turn a negative review into a way to showcase those values you preach. Reference Moz post on “Diagramming the story of a 1 star review”.
- #32 This is a perfect example that leads me into the next point. It’s all very good to tell people what you believe in and what you do– but think about how you can go to the next level and PROVE it. This is the best way of improving your reputation.
- #33 I think brands can learn a lot like stories like Miranda Vogel’s, the teenage girl who stopped running a race to pick up a fallen athlete and help her cross the finish line. Brands would kill for the reputation this girl has. But the thing is that Madeline didn’t stop running for the headlines, she did it because of her values. Every single action you take should come back to the values you have identified. Ryan Air example: (Brands like Ryan Air might not have the most positive reputation, but they do adhere to their values – and they do have a reputation for being an affordable airline, which is what they’re building their brand around.)
- #34 Full circle, Back to beginning – reputation precedes you. Invest in PR and building your reputation, and the hard part of your marketing and sales is done for you.