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Achieve Digital PR Success with These 15 Essential Blog Posts

digital pr success

As more PR professionals integrate digital media with traditional PR mixes, there is a need for consistent and reliable information on how to leverage digital channels effectively.

Although there are many resources available, we want to make it easy for you by compiling 15 fantastic blog posts on how to better achieve Digital PR Success.

1.  How PR Can Perform Jiu-Jitsu On Sales Team Demands
Sometimes sales wants “ink” from the PR team before it’s ready for release. Although it may be a need from the sales team, this may cause a negative impact in the PR campaign. In this post on PR Squared, Todd Defren gives his insights into this issue including the following:

“In my career I can remember countless occasions then the PR program was derailed by the client Sales team’s need for good news that they could take to their prospects.”

“First off, DO NOT derail the PR plan.  You’re gonna want ink; it’ll be better for sales in the long run.

Keep reading the post by Todd Defren and PR Squared.

2.  The Problem With Influence
Influence drives many things, but relevant influence holds a larger amount of weight. Understanding where this comes from may create a larger opportunity for you.

“The problem with influence is that it all boils down to relevancy. You can’t tell me that a pig farmer in Alaska (tough old pigs out there!) is influenced by what a PR guy is saying about the 2.0 or 3.0 world.

Keep reading the post by Danny Brown.

3.  5 Ways To Accidentally Lose Your Customer’s Trust Online
Building trust with prospects and making connections is a major focus in successful digital campaigns. However, there are some ways you might be losing that trust. In this post from Rohit Bhargava, he goes over some ways you might be making this mistake. From the post, here’s one way to lose your customer’s trust:

“Asking for too much information or the wrong information. It is tempting when it comes to putting a form on your website to ask for all the information you could possibly need. The only problem with that is that the more you ask for, the more questions you raise in a potential customers mind about how you might be using their personal information. Instead, why not try to reduce what you ask for as much as possible? Or at the very least, to get the most important information as a priority, which might include email address and name.”

Keep reading the post by Rohit Bhargava.

4.  5 Steps To Thinking More Socially About Communications
Going beyond traditional communications and embracing digital conversations is becoming more of a requirement for business. Without it, you will be left behind and have a hard time catching up. Dave Fleet explains this concept below:

Just as most companies invest resources in media monitoring, online monitoring should be a core component of any companies’ online activities nowadays. Social media is allowing more and more people to connect and talk about the things that they care about, and to do so in a place where you can hear them. This has three big implications:

  1. Self-identified audience – if people are talking about your company or brand, they’re doing the equivalent of raising their hand as people who care. It’s a marketer’s dream – in the past we’ve had to use a shotgun to do a rifle’s job. Nowadays, the rifle can work.
  2. Identify problems early – by monitoring what people are saying online, you can identify many issues in niche groups before they escalate to a broader audience. Because you can identify them, you can mitigate or prepare for the consequences and you can learn from them.”

Keep reading the post by Dave Fleet.

5.  How To Optimize and Distribute Press Releases Like A Pro
Press releases are an integral part of digital communication and a prime way to get the word out about your brand, products, services or other resources. In this post on the aimClear blog, find out how to optimize your press releases:

“In a world where 140 characters can make or break a brand, where customers expect instant gratification 24/7, there’s little (if any) time for self-doubt or antiquated mindsets when it comes to marketing your company. You’ve got to study up, spread your wings and soar into action– armed with an iron-clad PR strategy advised and amplified by search and social media.”

Keep reading the post by aimClear.

6.  Exploring and Defining Influence: A New Study
What is influence and why is it important to you? How does it integrate into digital communications and improve conversations with others? This post From Brian Solis gives a detailed look at these questions with information such as:

“The word influence as well as the individuals referred to as new influencers are elusive in terms of standard definition. Finding a common understanding and meaning is easier said than done. Influence itself is undergoing reexamination to better understand the diversity in perceived and actual social capital and the effects of conversations across first degree social graphs and across the social graphs of those connected across each degree (friend of friends and so on).”

Keep reading the post from Brian Solis.

7.  PR and Social Media Continue To Evolve
In this fast moving digital world, everything evolves - this includes PR and social media. As we move into 2011, areas will shift and changes will come for digital communications. Deirdre Breakenridge brings her insights into this subject including the following:

Strategy and Planning
Not only planning our external social outreach with clear objectives and measurable goals, but also using this time to evaluate social media policies and the types of interaction and engagement of employees who will participate in social communications. It’s also figuring out how we should communicate the value of social media so that employees help to support overall organizational goals, as well as reach their departmental goals. We need to figure out the best ways to communicate, motivate and get the organization, as a whole, reaching goals together.

Keep reading the post from Deirdre Breakenridge.

8.  7 Tips to Stretch Your PR Budget and Increase ROI
Delivering greater ROI while stretching out your PR budget is no easy task. With more stringent budgets and decreases in resources, digital campaigns are coming together with fewer dollars. This post on the Buzz Bin goes over some ways to stretch that PR budget further while increasing your ROI including:

Think Big, Downsize Later: Don’t let small budgets stifle creativity. The idea may start off as too big to fund, but look for ways to adapt it to fit your budget. It may be a virtual event rather than flying people in from around the world. Webcams and chat rooms offer great ways to connect without leaving your desk. Virtual wine tastings can offer writers and critics from coast to coast to share in the experience of collaborative tastings for the cost of shipping.

Keep reading the post from the Buzz Bin.

9.  Study: The Future of Content
Content is important for any digital campaign. It promotes your brand, starts conversations, and promotes thought leadership among other benefits. In this post from PR Sarah Evans, Sarah gives out some powerful statistics on the future of content including:

  • “78% consider content marketing to be important to their organization, although only 49% have a formal strategy
  • 35% have seen their budgets for social media rise in the last 12 months
  • 84% consider it important to monitor what is being said online about their company, yet only 1 in 5 companies have invested in tools to do this”

Keep reading the post from Sarah Evans.

10.  Eight Steps for Getting Buy-In and Managing Change
Change is inevitable. It happens and you need to move with it or you’ll be left behind. A big part of change is getting buy-in from key stakeholders and moving that change down to everyone. In this post on Spin Sucks, Gini Dietrich talks about managing change and getting that needed buy-in including the key points below:

  1. Creating a sense of urgency
  2. Identifying a powerful guiding coalition
  3. Creating a vision”

Keep reading the post from Gini Dietrich and Spin Sucks.

11.  5 New Technologies That Comms, PR and Marketing Pros Should Try Out
When you’re involved in planning and executing digital campaigns, a wide range of tools is essential. With a wide array of tools to choose from, Drew B covers a few tools for those involved in the digital domain including these:

Instagram - If you want a more attractive and social alternative to Twitpic, this is it. Instagram lets you edit the photos you take before you post them, attracting a more photography-savvy user-base. The photo stream becomes a social network in itself, but also connects to your other networks, like Facebook, Twitter, Flickr and Foursquare. “

Keep reading the post by Drew B.

12.  Where Do Business and Social Meet?
What’s the difference in public relations and the intersection with social media? Are relationships becoming more public? How does this work with private and public conversations or conflicts of interest? Valeria Maltoni answers these questions with this post including this excerpt from the post:

“Although we're experiencing a return to a product-driven economy, much of the value creation in today's service environment comes from intangibles -- advice, service, experience -- generated with and thanks to tangible things -- people, electricity, software, etc.

Keep reading the post by Valeria Maltoni.

13.  Our Corporate Brand Is Cramping My Personal Brand
As more people develop a personal brand, how does it relate to their corporate brand? There are differences and opportunities to address when comparing or integrating these? On the PR Squared blog, learn how to approach this question with information including:

“While we’ve all grown accustomed to the fact that prospective employers will be Googling us and scouring our Facebook profiles for incriminating photos, at some point the reverse will also be true: star employees will carefully evaluate the reputation and socialstreams of their would-be employers, to determine whether they want to associate their personal brand with that of the corporation.  This will only accelerate as the improving economy increases young employees’ options.”

Keep reading the post by PR Squared.

14.  Opt-In At The Source
Many companies rely on outside networks without first considering their internal sources. Social networks are great, but what if they went away? Would you have a following on your blog or web site? This post on the Future Buzz addresses this subject with statistics and insights including the following:

“If your company is focusing efforts on Twitter and Facebook as the main hubs of your social presence, you’re (with some exceptions) doing it wrong.  Twitter and Facebook (i.e. – networks where you do not control the signal to noise ratio) should, for a majority of brands, not be your main focus. Rather, they should function as outposts to grow opt-in for a social platform you control – with that being the focus.

Keep reading the post by Adam Singer.

15.  (R)evolution: Katie Couric on Privacy and Personal Branding
As we progress into tighter integration with the digital divide, discussion on issues such as privacy and personal branding become increasingly more important. In this post and video series on the Brian Solis blog, he goes into this and how social is changing our lives.

“Here, two people simply discuss what they observe as human beings. From privacy to cyber-bullying to shaping online impressions, Katie and I bring to light the issues and opportunities facing parents, educators, children, peers, and who we are professionally.

Keep reading the post by Brian Solis.

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