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What Does The Shift To Digital PR Mean For Your Brand

The document discusses the importance of public relations (PR) as a strategic tool for influencing brand perception and achieving business objectives, detailing its roles in both digital and traditional contexts. It outlines the four pillars of an effective PR strategy, emphasizes the need for targeted stakeholder mapping, and highlights successful case studies like Airbnb. Additionally, it covers the execution of digital PR, including tools for media management and content syndication to enhance brand awareness and engagement.

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Digital PR Insights•
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Over the course of the next hour... q What isPR? q What objectivescan PR drive? q Digital Vs Traditional PR q The 4 Pillars of an engaging,robustPR strategy playbook q Digital PR Execution 101 § Primary & SecondaryToolsfor enabling digital PR q How PR can be leveraged the right way: Caselet § Airbnb q Questions?
“ It's a strategy that influences how a business's target audience perceives a brand. It is a perception building vehicle pure and simple; That helps an organization achieve it's strategic and in some cases tactical objectives too...” What is PR,really?
q Mindshare Objectives § Seed Awareness § Move the brand from awareness to recall with sustained mediapresence § Influence Brand Perception in the right way § Consumer Branding § Employer Branding § Stakeholder Branding q Marketshare objectives § Targeted media bursts can provide short-term traffic/ lead/ revenue growth § Sustained media presence can move marketing & business baseline metrics q Long Term SecondaryObjectives § Influencing Organic Search Ranking (Pushing the envelope on SEO) § Credibility § Opportunity Cost savings by freeing up marketing spends What objectives can PR drive?
Traditional Vs Digital PR
Where is PR in your organization's foodchain? A lot of times, people make PR an afterthought instead of it being an integral part of the whole plan. They have their pricing & distribution, their promotional strategy, all the components of the traditional marketing mix and then they say - “Of lets get some PR for that also.” They view PR simply as a way to generate awareness, but the question is - “Awareness for what purpose? What is it that you want PR to deliver for the company?” Brad Stevens, for Vice President of US Marketing, Starbucks
q How do we generate revenue? q Which are our most important customer demography buckets? q What are their current perceptions about our company? q Who are our biggest competitors and how are they positioning themselves? q How are our products & services differentiated from the competition? q What is our key value proposition, is that well understood? q How we think the competitive landscape is going to shift? q What are our categorydynamics? Is the categorygrowing or shrinking? q What are our top business objectives for the next 6 months? The next year? Three years? q What are our mission & vision? What do we do today, and where are we going? q What are the biggest opportunities & challenges for our business? q What are the perceived strengths and weaknesses of the business? q What are the implications for communications as we moveforward? A Foundational Pillar - A strong understanding of business objectives
The 4 Pillars of an engaging, robust PR Playbook
PILLAR 1 ObjectivesVs Target Stakeholder Mapping (Company lifecycle specific plays) PILLAR 2 Relationship buildingwith the media PILLAR 3 Proactive PR - Putting the “Ends” before the “Means” PILLAR 4 Leveraging the holy triumvirate- Digital PR + Social + Search
Prospective Employees Larger ecosystem of stakeholders - Prospective Investors, Investees,partners, media etc. TargetCustomers Building brand awareness Articulating brand value propositions Building category awareness Objectives Target Audience Brand Life Cycle Stage 1 - Awareness / Pre-awareness Articulating customer benefits • Pillar 1: Objectives Vs Target Stakeholder mapping
How does Pillar 1 translate into results? (For brands in the Awareness / Pre-awareness Phase)
TargetCustomer Prospective Employees Building brand recall Amplifying customer advocacy Objectives Target Audience Brand Life Cycle Stage 2 - Recall/ Top of Mind Retaining category relevance Larger ecosystem of stakeholders - Prospective Investors, Investees,partners, media, Government. Associating aspirational character to the brand • Pillar 1: Objectives Vs Target Stakeholder mapping contd....
• How does Pillar 1 translate into results? (For brands in the Recall/ Top of mind Phase)
• Pillar 2: Relationship building with the media = Fn(Story Angles) Awareness/ Pre-awareness Recall Top of MindRecall Relationship building investment Returns Returns ReturnsRelationship building investment Relationship building investment Brand Introductions Category Introductions Brand USP Elaboration Customer Benefit Articulation New Product Launches Business/ Brand Pivots CategoryFuture Vision Thought Leadership Brand Growth Journey Thought Leadership New Product Launches Social Responsibility
• The Airbnb:Fastcompanyaffair: A great example of Media Relationship Building
• Pillar 3: Proactive PR - Putting the “Ends” beforethe “Means” The “Ends” The “Means” Aspirational Brand Story Brand placement in a larger popular theme Human Interest Story with a strong brand connect Joint PR with a larger/ similar sized or synergistic brand Data backedstory ControversialStory Tap into media relationships Identify partners in the ecosystem / network Source & curatedata from internal data sources “Crowdsource” & curate data from social media
Digital PR q Strong handshakewith Search Engine Optimization (SEO) objectives q Building brand awareness, enhancing recall q Building aspirational brand value Social Media q Personifying thebrand on social channels q Generating virality& “earned media” which can drive PR traction Search/SEO q Making sure thata strong picture of the brand is painted on search results through syndicated content + high Domain Authority coverage q Making surebacklinks are provided in as many digital PR coverages aspossible SOCIAL SEARCHDIGITAL PR •PiPlliallra4r4-L-eLveevreargaingigngthtehheohloyltyriturimumvirvairtaet-eD-iDgiitgaitlaPlRPR+S+oScoiacila+lS+eSaeracrhch
Primary & Secondary Tools for Effective Digital PR Digital PR Execution 101 Dissemination, Influencer & Media management Content Syndication & Curation SEO Link Building NativeContent Discovery
Primary Tools for Digital PR - Distribution, Influencer & Media Management Top 5 Platforms USP Business Wire Maximum global reach across large, medium and small digital and traditional publications Meltwater Intelligent, algorithmically driven social sourcing of topics and real time tracking. PR Newswire Intelligent, targeted influencer relationship management PRWeb SEO Friendliness
PRWeb in action...
• Meltwater inaction...
Tools/ Channels for Content Syndication Content Syndication: It is a process of publishing in-house content on third party websites either in totality or as a snippet with due credit apportioned to the original source Top 5 Platforms USP ARCPublishing Intelligent identification of syndication partners Buzzsumo Influencer Identification, Marketing & content seeding
• Buzzsumo inaction...
Tools for SEO Link Building Top 5 Platforms USP Majestic Maximum Index size/ URLs crawled. Buzzstream Doubles up with influencer relationship management Moz LocalSearch Raventools Audit &Diagnostics SoloSEO Do it Yourself (DIY) SEO for beginners
Majestic in action...
Tools for Native Content Discovery Top 3 Platforms USP Outbrain Contextual targeting & content placement accuracy Taboola Niche, native inventory placement & UX + real-time control, A/B tests Columbia Traffic Network (TimesGroup) Gives access to the entire suite of Times media properties
Outbrain in action...
Taboola in action...
Successful PR - Caselet
Caselet 1: Airbnb CONTEXT Target Customer: Value for money, adventure seeking traveler. Business & Brand Objectives: q Establish awareness,further recall for both Airbnb and homestays as a category q Address safety & trust concerns q Break down regulatory barriers q Linking Airbnb to popular culture of sharing and bringing theworld together. PR STRATEGY q Relationship building with specific targeted media properties - E.g: fastcompany.com q Joint PR with Governments: Strategic stories in partnership with the government (e.g: entry into Cuba) q Strong customer testimonial media amplification through targeted publications - From both perspectives - Home owner and traveler q Targeted, creative social media plays with strong PR handshake and brand alignment: #onestrangerless, #belonganywhere
Caselet 1: Airbnbcontd... RESULTS q Marketshare: Multi million dollar Global leader in the international “alternate” accommodation segment q Unicorn startup brand q Mindshare: Strong customer advocacy (despite growing opposition and lobbying backed by hoteliers) TAKEAWAYS q Focus on a theme larger than your brand story and focus your media strategyon reiterating that connect. q Social media acts as a great tool for brand voice and PR message amplification. q Friends in media - Critical q Friends in the government - Even morecritical
What Does The Shift To Digital PR Mean For Your Brand