The document outlines an eight-step digital PR strategy that merges traditional techniques with new technologies to enhance brand awareness and achieve SEO results. It emphasizes the importance of becoming an industry expert, creating multimedia content, engaging with the media community, and measuring the return on investment. Key components include digital press releases, utilizing social media, and developing a proactive newsmaking approach.

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

8. Content Triggers Conversations

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!

21. Sourcing Media Details

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?