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:
Search - > attracting visitors to your site with content (i.e. press releases, blog posts)
Buzz - > building and support your marketing campaign buzz
Engagement - > increasing the level of engagement with your audience through social media and other channels
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!