Digtial PR Strategy in 8 Steps
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Take my eight Digital PR strategy tips to create online media mentions, increase brand awareness and deliver invaluable SEO results.
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Digtial PR Strategy in 8 Steps
- 1. Digital PR – Mastering Online Media
- 3. Watch my TEDx Talk
- 5. ROPR – Return on PR Efforts “Merging old techniques & new technologies to secure online media mentions, heighten brand awareness & deliver SEO results.” @tweetsbyJSB
- 6. #1 Influencer & industry insights #2 Become a newsmaker #3 Digital press release #4 Multi-media content #5 Media community #6 Rules of media engagement #7 Amplify your story #8 Measuring digital PR ROI 8-Step Digital PR Strategy
- 9. Step 1: Influencer & Industry Insights Who’s in your industry/niche ecosystem? What’s trending in your industry/niche? How do you fit into your industry/niche – what’s your position? What have you got to say about your industry/niche? Who’s talking about your industry/niche? Are you an expert voice? If not, why not? Be informed, be vocal, be pro-active and reactive
- 10. EXAMPLE
- 11. Step 2: Become A Newsmaker So when you don’t have a breaking story but need to build brand profile what can you do? 1. Become a news-hacker 2. Add your voice to trending stories 3. Publish unique research
- 12. EXAMPLE
- 13. Step 3: Digital Press Release Traditional inverted pyramid model still relevant – 5 W’s & H 7-word headline (think SEO keywords) One sentence sub-headline (think SEO meta description) Main news angle in first paragraph (think brand/individuals’ SEO results) Back up news angle with statement of proof (product/service/industry keywords) Quote reliable source (hyperlinking company) Further information Strong closing statement Total 400-600 Contact details to arrange interviews
- 14. EXAMPLE
- 15. Step 4: Multi-media Content We must up the content ante! Photos – high resolution, captioned in file info, jpg attached to email, not embedded or access via website link Infographics Video Audio interviews / sound-bites
- 16. EXAMPLE
- 17. EXAMPLE
- 18. EXAMPLE
- 19. EXAMPLE
- 20. Step 5: Media Community Connect Share Engage Connect on social media Database building - email address & phone no for specific journalists Note print deadlines Understand type of content they publish Help a reporter out – be responsive, helpful, a useful resource Remember, one digital press release doesn’t fit all!
- 23. Step 6 Rules Of Media Engagement
- 24. Watch my video here: https://www.youtube.com/watch?v=kOh-3Zj6ddM Digital Training Institute YouTube Channel
- 25. Step 7: Amplify Your Story • International news wires: PRWeb, 24/7 Press Release, Newswire, Online PR Media (freemium & paid for plans) • Social media marketing • Website newsroom / blog • LinkedIn Pulse • Soundcloud • Online news websites • Guest blogs • Industry stakeholders • Email marketing • Bloggers
- 26. Step 8 Measuring Digital PR ROI
- 27. Free Media Monitoring Tools
- 28. Paid Media Monitoring Tools
- 29. What’s Your Digital PR ROI?
Editor's Notes
- Jumping on the back of a story that is breaking and is getting media dominance across all media channels. So for example one of our clients is interested in matters relating to Justice so we subscribe to Minister Fitzgerald’s press releases, we monitor news on a daily basis in press and in radio and if there is a story that breaks e.g. 350 new Garda Vehicles we will respond accordingly and issue a statement. Have you every listened to news at 8am in the morning and the same story at 1pm. How much has that story changed – who has entered the story fold? At least one counter voice will have interjected with commentary. If a story is trending then add your voice to it – cyberbullying always raises its head as a major issue, so I’m prepared to react to this and lend my voice to the discussion – in one instance it resulted in an appearance on RTE Prime Time – and I contributed from the audience getting almost 3 minutes on prime time television Often we work with companies and research their community on a particular topic – example, BDO Recruitment interviewed Hiring Managers – 69% said they would give prospective candidates an interview if their social media wasn’t up to scratch. AGSI morale survey generated significant media coverage also recently.
- Followerwonk is a Twitter tool to help you find and connect with new influencers in your niche. The screenshot here shows how I use it. I have the free version which gives me certain tool access and allows me connect one Twitter account. I use it to search and connect with journalists and influencers in my industry.
- You can also do searches for your brand on Hootsuite for Twitter and Facebook. Sendible: Monitor what's being said about your brand on blogs, news, social networks and in comments. Use Sendible's automatic sentiment analysis to highlight the mentions that need your urgent attention.