How to Manage Digital PR
As we’ve mentioned before, digital PR is in essence traditional PR using digital methods and strategies to reach audiences. But what does this mean exactly? In this blog post, we will discuss the specific types of efforts that fall under digital PR.
Press releases sent to digital outlets
Press releases are still important PR tools, as well as the pitches that go along with them. When dealing with digital media outlets, it’s as important as ever to be intentional on who you send the press releases to. Don’t just bling copy your whole media list; you want to make sure to send a personalized note to each journalist explaining why the release is newsworthy to them along with a unique pitch inviting them to cover the story more in-depth.
New to the digital world, bloggers and influencers should not be overlooked when distributing a press release or a pitch to cover a story. Sometimes, they can have even more reach than traditional media outlets and can be a good strategy to get the news to your specific, relevant audience.
Make a specific tab on your media list for industry bloggers and influencers. Make sure to add their website, social media handles and interesting notes on their online presence, such as specific topics they might cover. If they don’t have a website, you can always send a DM (direct message) to their most active social media account. Any serious influencer should check those frequently.
Social Media Campaigns
In terms of PR, social media campaigns can be a great tool to increase your online conversation and mentions. By posting relevant content that people will want to engage with, you can start an online conversation and gather more mentions. In fact, social media mentions are considered implied links by Google, doing wonder for your authority and SEO.
A good strategy to get more mentions is to host online contests or giveaways on social media. You can ask people to mention you to enter a contest, or to comment on your post.
You can also develop relationships with bloggers and influencers on social media to leverage their followers. You’ll probably have to pay them or offer them your products for free, but by promoting your content on an influencer page, you can multiply your reach and grow your own following. Just make sure that you team up with credible influencers and that they always tag you when talking about your content or products and services.
Live videos, like Facebook Live and Instagram, are great strategies to connect with your audience on a more intimate level. You can host Q&A sessions, present the latest products and developments, give advice related to your industry, interview industry influencers or your own employees, announce new company executives, go live at events… the possibilities are endless. Plus, followers can ask questions and comment in real-time. It’s like having a one-on-one conversation and giving an insider’s look at your company, your followers are craving that type of interaction.
To do live videos successfully, make sure you go live at times that your audience is usually online and that you have stabilized the camera as much as possible using a small tripod (You can get one on Amazon, there are even handheld ones). Nothing worse than trying to watch a wobbly live video (unless you are walking an event or showroom where movement is expected).
Mind your lighting and audio. Although live video is more forgiving in terms of the quality of video production, you still want to present yourself professionally. Try to pick a spot where you know you won’t be interrupted and use your headphones.
Want even more digital PR strategies? Stay tuned to our next blog post.