I shared my presentation on Digital Public relations. This was part of my lecture at the University of Media Arts and Communications.

1. • Samuel Osarfo Boateng

2. Outline
• Definition
• Background/Overview
• Definition
• Categories/Types
• Terminologies
• Strategies/Tactics
• Tools and Platforms

3. Background/Overview
• A lot of Marketing/PR budget going into Digital
• Social Listening
• The Speed of the Internet and Social Media (Viral effect)
• A lot of people are within the digital Space
• Measurability of Digital PR
• Influencer/Brand Ambassadorial Public Relations
• Change in the direction and flow of Communications (From
consumers to Prosumers)
• Globalization/Glocalization

6. Definition
• Digital Public Relations encompasses all forms of public
relations functions that are carried out using data and
digital technology.
• It involves how individuals, organizations or any body
corporate can build, maintain and sustain mutually
beneficial relationship with the help of data and digital
tools.
• Digital PR is the professional maintenance of a favorable
online image by a company.
• Digital PR can be defined achieving PR objectives
through applying digital media data and technology.
• Digital PR/Marketing is about the many audience
interactions we need to understand and mange

7. Key Terms
• Digital devices: smartphones, tablets, laptops, desktop
computers, TVs, virtual assistants, etc.
• Digital platforms: Facebook, Google, Twitter,
LinkedIn, Apple, Amazon, Microsoft.
• Digital media: advertising, email and messaging, search
engines, social media.
• Digital data: insights from audience
• Digital technology: Marketing technology for creating
interactive experiences.
• Chaffey and Ellis-Chadwick (2019)

8. Categories
of Digital PR
Digital marketing combines
components of:
• Internet PR: Editorials
/SEO/Backlinks
• Social Media PR: Social
Media Platforms/
Influencers/Content creators

9. Types
of
Digital
PR
Online Reputation Management
Content Marketing
Online Media Relations
Search Engine Optimization
Online Crisis Management
Social Media PR/Alternative/Buzz PR
Influencer Relations

10. Importance
of Digital PR
• Increase online mentions and backlinks
• Improve SEO ranking (Backlinks)
• Drives web traffic
• Client engagement and interaction
• Crisis Management
• Issue Management
• Brand awareness
• Online Leads and Sales
• Media/Stakeholder
relations/Networking

11. Strategies
• Promotion: There is a lot of promotion within PR.
Likewise, Social Media Ads and Email Campaigns can play
a role in a campaign. So can Internal Links and
Retargeting Ads.
• Analysis: There’s a lot of analysis in PR. Competitor
Analysis, Backlinks, and Organic Search Trends are some
of the analyses that are conducted.
• Links: Link types include Internal, External, Broken, and
Toxic.
• Social: Above all, LinkedIn, Twitter, and Instagram are
primary social platforms. Similarly, Facebook and
Pinterest are good for PR. Slideshare, Scoop.it, Quora, and
Reddit.

12. Strategies
• Thought leadership: Community
Panels/Community Spotlight.
• Relationship Building: This is about networking
with the right people. Who are the right people? Link
Creators, Content Marketing Managers, Freelance
Journalists, and Digital Influencers.
• Media List Building: The key to a good campaign
lies in the list. Good media lists are created with Site
Credibility, Overlap, and Authority in mind.
• Monitoring: Monitoring unlinked mentions, HARO,
and social mentions are beginner tactics.

13. Platforms/Tools
HARO Help a Reporter Out (HARO) provides journalists with sources for upcoming
stories. This vibrant community provides sources with daily opportunities to secure
valuable media coverage.
BuzzSumo: Discover content ideas, influencers, and how often content is shared on
social platforms.
Gmail: Email platform to message bloggers, journalists, and influencers.
LinkedIn: Social network to identify contacts.

14. Platforms/Tools
• Twitter: Discover viral and trending issues.
• Google Analytics: Measures an increase in traffic,
as well as conversions for leads and sales.
• Answer The Public: Discover the trending
/topical ideas
• Google Search Console: Measures an increase in
clicks, impressions, and brand mentions.
• Ahrefs: SEO tool for measuring Domain Rating,
conducting backlink analysis, and identifying
unlinked mentions.

15. Challenges
• Reduction in Attention span. (The
paradox of plenty).
• 24/7 News cycle.
• Crisis management amidst over
saturation.
• Strain relationship with Mainstream
Media.
• Spread of Misinformation
• Privacy concern
• Loss of Authenticity.(Digital, rather
than personal touch).

16. Aptitude
• Story telling (Visuals, audio,
text)
• Digital Analytics skills (Buffer,
Hootsuite and SEMrush)
• Basic Design/Video skills (Canva,
Capcut/Adobe suites)
• Communications (Oral and
Written)
• SEO (Onsite and Offsite)
• Emotional intelligent
• Assertive
• Empathetic yet Persistent
• Factual but courteous.
• Curiosity(Intellectual/
Industrial)
• Lifelong learning
• Communications (Oral
and Written)
• Open-minded
• Change agent
Attitude Fortitude

17. THANK YOU