Digtial PR Strategy in 8 Steps
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Transcript of Digtial PR Strategy in 8 Steps
Digital PR – Mastering Online Media
Watch my TEDx Talk
ROPR – Return on PR Efforts
“Merging old techniques & new technologies to secure online media
mentions, heighten brand awareness & deliver SEO results.”
@tweetsbyJSB
#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
Content Triggers Conversations
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
EXAMPLE
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-hacker2. Add your voice to trending stories3. Publish unique research
EXAMPLE
Step 3: Digital Press ReleaseTraditional 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
EXAMPLE
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
EXAMPLE
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Step 5: Media CommunityConnect 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!
Sourcing Media Details
Step 6Rules Of Media Engagement
Watch my video here:
https://www.youtube.com/watch?v=kOh-3Zj6ddM
Digital Training Institute YouTube Channel
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
Step 8Measuring Digital PR ROI
Free Media Monitoring Tools
Paid Media Monitoring Tools
What’s Your Digital PR ROI?