Everybody knows that a digital PR campaign can have a major impact on a brand’s public image and reputation. But what is it that makes a campaign effective? This week, we break down the top four points to consider when creating your digital PR campaign.
1. Understanding objectives
It’s always important to understand the objectives of a digital PR campaign before officially starting. Thoroughly understanding what the campaign is trying to achieve will determine whether the campaign will be a flop or a success. For example, if you are asked to feature an article to outreach, you have to know the following: what the article is about, who is the target audience and what is it trying to say. Being fully acquainted with the basics is so important in reaching success with your campaign.
2. A compelling story
This may seem obvious but having a compelling, unique way of storytelling allows you and your company to stand out from the crowd. The formatting of the story is particularly important. As humans, we’ve developed to have shorter attention spans than goldfish – thanks to our phones – therefore, concise storytelling is the way to go when creating your content. This ensures that it appeals to your target audience and that it is viral, sharable content that you are producing. Shareability and uniqueness is what you need to strive for with your campaigns as this is a primary factor that determines whether editors, bloggers and influencers will run with your story or not. So, get creative!
3. Use Influencer Marketing
Influencer marketing is the forefront of digital PR as it is an effective way to reach your relevant target audience. By successfully scouting and contacting influencers relevant to your industry, they can then publish your story for their followers on social media to increase your website traffic. Scouting which influencers or bloggers to reach out to is a vital step in influencer marketing. You want to ensure that their audiences are in line with your company’s target audience; It’s no use reaching out to a fashion influencer if you are trying to promote your cyber security company. Once you have reached out to them, build a relationship with them. But be sure that your approach is impactful, concise and most importantly genuine. Nobody likes fake people. Lastly, it always helps to state what is in it for them, because let’s face it, everybody has a price.
4. Have a selling point
Use exclusive information you may have as bait to catch the attention of bloggers and influencers. Having exclusives in your press release always increases the likelihood that your story will be featured on a website, after all, you need to convince editors or bloggers why they should host your story on their site. Any tips, insider gossip or exclusive statistics that a press release holds will make it easier for you to sell your article to these popular websites. Having news that nobody else has is what these editors are looking for, so be sure to add this in your release.