• Roberto Napolitano

Online PR for your Digital Marketing Strategy


In a previous post we introduced 5 Impactful & Cost-Effective Marketing Activities for your business.

Relationship Marketing was one of the 5. This includes Online PR.

So, what is Online PR?

Online PR is a below-the-line marketing activity that uses communications channels to increase brand presence and improve brand image online.

The main objective is to increase visibility and though leadership by building long-term relationship with key stakeholders.

Digital PR uses many marketing channels including social media, SEO, e-mail marketing and word-of-mouth, to name a few.

There are 4 key areas in Online PR:

  1. Search - > attracting visitors to your site with content (i.e. press releases, blog posts)

  2. Buzz - > building and support your marketing campaign buzz

  3. Engagement - > increasing the level of engagement with your audience through social media and other channels

  4. Listen - > monitoring online conversations to respond proactively.

Who are the Stakeholders?

This depends on the type of campaigns you are running and on your marketing objectives.

Generally speaking, your target audience can include:

  • Journalists and freelancers working for online publications, trade or mainstream

  • Influential bloggers and thought leaders

  • Social Media users - > Facebook for B2C, LinkedIn forB2B, Twitter if you focus on buzz words and audience interests

  • Popular Social Media accounts

  • Awards and events organisers

  • Topical websites, Forums and Wikis

How can you make your Online PR effective?

Online PR requires patience and a ‘what if / forward looking’ approach.

Some quick advice:

  • Be honest and transparent with your media contacts and stakeholders

  • Provide relevant and up to date information – this is valuable to your audience

  • Be open to communicate both ways

  • Be proactive and initiate conversations with your audience when you can add value

  • Use online distribution systems that help you increase visibility quickly via search results - to name a few: PRNewswire, Business Wire, Cision

Content is King

Last but not least, remember that story telling is key in Online PR.

So, before you press the ‘Start’ button, think hard about how engaging the story you are telling is for your audience!

Good luck and thank you for reading!

© 2020 by Intelligo Consulting

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